The role Mobile Billboards play in the “Path to Purchase”.
Why do we buy things and why do we want them?
The two questions pondered (or should be pondered) by all who work in advertising.
What influences our decisions to “Buy things” and what path do we take to acquire them.
Sure, there are plenty of models available that calculate audience measurement, but confusion still prevails when we examine exactly what drives consumer behaviour.
It has been said that 70% of purchase decisions are made in-store and 50-60% of these purchases are spontaneous and unplanned.
The messages you communicate through your advertising (Mobile Billboards) needs to engage consumers to make a lasting impact and convert mere shoppers into active buyers.
However, in order for it any advertising to be a worthwhile investment, your message needs to produce results by also driving people to take action.
Just because someone is interested in what they have seen doesn’t mean that they are willing to something about it.
Better sales conversion rates for your advertising can be achieved by giving the audience a “call to action.
The Call-to-Action (CTA) with your advertising needs to be:
- Laid out in an attractive, creative and professional manner
- Clear and readable
- Comprehended and understood immediately
- Fulfil the consumer quickly and easily
The modern consumers are savvy; they know what they want, where to get it, how much it costs and the quickest way to get it in their hands.
One thing for sure is that audiences are consuming media differently and the landscape is constantly changing.
Over time, the consumer’s “path to purchase” has evolved from a roughly linear progression (with few options and channels) to a more personalised advertising approach. Advertisers must consider a plethora of advertising options readily available, some not as effective as others.
Effectively advertising and marketing yourself these days isn’t as much now to educate an already informed and intelligent consumer – but merely assist them while on their “Path to Purchase” and deliver your “Call to Action” to them.
In the confusion of it all, one thing that those advertising can count on is that humans are and always have been inherently an outdoor, inquisitive and physical creature.
Intelligent uses of media (Like Mobile Billboard advertising) can and will continue accommodate new effective ways to deliver your message when and where you need it.
We never truly know when we’re on our “Path to Purchase”… and advertisers need to be aware of this surprise and often spontaneous decision making.
We commute to work. We drive to visit friends and families. We head outdoors to exercise. We head outside to pursue the very frontier that is the Great Outdoors.
We look and then we touch.
The Jury is out in regards to the actual process consumers may take when considering your brand.
At The Mobile Billboard Company, we’ve put together a six step process has that perhaps give clearer definition to the “Path of Purchase” consumers may go through from the impulse of seeing your advertising message.
Adhering and treating each step as equally important is what sets great advertisers and brands aside from their competitors.
“Path to Purchase”
Consider the following steps in a consumers “Path to Purchase”:
- Visual Impact – The physical advertising media which influences the consumer. How does it appeal to them? Is it local or familiar? Is it creative or Visual? Does it invoke emotion? Does it make you hungry or want to laugh out loud? Is it an offer too good to be true? All advertising needs to stand out from its competitors and it needs to sell your product.
As pioneer of the advertising world David Ogilvy once said, “If it doesn’t sell, it isn’t creative.” Dare I go one further and add homage to Ogilvy by further stating… “If it isn’t creative, it doesn’t sell”.
- Awareness – Is the customer already aware of your brand, service or product. If not, why not? Awareness is the crucial step between delivering your physical advertising and the perception it has with your brand. If no awareness is established, this is your chance to create it. The best advertising can effectively appeal to both the short and long term wants of the consumer and whether the can satisfy the consumer immediately, or in time residually
For example, the consideration of an immediate “Path to Purchase” for say, Potato chips, Pringles have successfully branded with us that “Once you pop, you can’t stop”. It’s an immediate satisfaction.
But for longer term consumables, like banking, “Which Bank?” for the Commonwealth Bank, they invite you consider which bank you believe well suited to your needs.
In short, having an immediate want for potato chips on a drive home for work is no less more important than a longer term want for competitive banking products for your family. Both products and brands, worlds apart, have however been marketed and executed successfully to recognise how to address the consumers desire; now (immediately) or later (residually).
- Enquire – Has the customer access to enquire further. How and why have they contacted you? How can you leverage and influence their decision making further? A lot of things can help convert mere consideration into a sale. Well trained and friendly salespeople should be the follow up to any enquiry made from incoming advertising.
- Consideration – The long and often drawn out “consideration” step. By this stage, you’re involvement is almost done, and with the first 3 steps now taken place, it’s up to you to ensure you’ve satisfied all the initial interest in your product. By this step, you’re halfway through the “Path to Purchase” and that the consumer should feel comfortable with your patronage.
- Shortlist – Are you being competitive? Why should they consider you and not your competitor? Due Diligence occurs here and if all the above boxes have been ticked, your consumer is left to the next step:
- Purchase –Your customer has arrived. Close the deal and keep them! Retaining customers is more profitable than going out and acquiring new ones. Don’t forget that you’ve committed to all of the above steps and need to deliver on this commitment.
The “Path to Purchase” is simply about understand the journey consumers come to buy a particular brand, product, or service and implementing it to align with your business and sales model.
Not all consumers are alike and how you appeal to them is the one thing that extensive research can’t exactly put its finger on.
Whichever way you look at it, Mobile Billboards can provide you an immediate “Path to Purchase” and “Call to Action”, allowing you to effectively display your message right where you need it in a competitor free environment, point of sale.
Advertising, Marketing and understanding consumer behaviour doesn’t have to be overly complicated…
When you’re considering your next advertising or marketing campaign – consider the journey all consumers take on their “Path to Purchase” and contact The Mobile Billboard Company if we can assist.