5. Awareness
• Purpose:
• Reach new customers (solve a problem; identify a problem they didn’t know they had)
• Account for churn
• Stay top of mind
6. Awareness
• Best Practice: Fish where the fish are.
• Use your existing customer data to determine your target audience.
• Demographics: Where do they live? How old are they? HHI? Gender?
• Habits: Where they get their news? What other activities are they interested in?
• What if I don’t have this data?
• Work with a 3rd party company to analyze your customer list.
• Conduct a survey.
• Utilize industry data.
• Utilize channels with interest-based targeting.
7. Awareness
• Examples:
• SEM ( Google Search ) – Highly targeted; reaching people who are ready to buy.
• Facebook Ads – Highly targeted; reaching people who are interested in brands, causes,
and products like yours.
• Community Events – High-touch; opportunity to speak to people and sample/sell your
product(s).
• Print Ads – Reach a broad audience; get editorial exposure.
• Partnerships – Get access to customers from other local businesses with similar, non-
competing offerings (gyms, studios, etc.).
8. Awareness
• How do I know it’s working?
• Google Analytics – referrals (where is the
majority of your traffic coming from?)
• New customer sign-ups (if you have a loyalty
program)
• Include “How did you hear about us?” on the
form
• Overall sales / customer count – lift
(MOM/YOY)
10. Consideration
• Purpose: Let the customer get to know your business offerings better.
• Typically the next step after seeing an ad / interacting with you at an event.
11. Consideration
• Best Practice: Put your best foot forward.
• Maintain a consistent brand presence across all channels.
• Make sure content is fresh and up-to date.
• Offer a coupon.
12. Consideration
• Examples:
• Website – a MUST! Make sure it’s mobile-friendly!
• Online reviews – check the most popular sites and address negative / neutral reviews.
• Brochure – good for distributing at events; include a coupon to increase the likelihood
of it being held onto.
• Menu – both on website and in paper form.
• Blog – great for SEO; can position you as a thought leader (if you have the time!).
13. Consideration
• How do I know it’s working?
• Google Analytics – time on site, number of visits,
bounce rate, intent to visit (ex. visiting the “contact us”
or “store locator” page)
• Coupon redemptions (if using channel-specific deals)
15. Conversion
• Purpose: Increase basket size, increase likelihood of return visits.
• Best Practice: Provide a great, unique experience!
16. Conversion
• Examples:
• In-store signage – communicate your standards and philosophy, sales/specials,
additional product information.
• Customer experience – great customer service, clean store, store layout & décor, etc.
• Merchandising – put the right products in the right places.
• Mobile app – offer digital coupons; product information, etc. (3rd party or your own).
19. Loyalty
• Purpose: Drive return visits.
• Best Practice: Provide personalized offers and information.
20. Loyalty
• Examples:
• Email – segment your list by customer preference and buying habits.
• Direct mail – reserve for your best customers; especially if you’re budget is limited; give
them a reason to bring the card back so you can track it (discount / raffle).
• Mobile app – offer deals based on customers’ buying habits.
• Punch cards.
21. Loyalty
• How do I know it’s working?
• Email open rate
• Offer redemptions
• Trip frequency
• Basket size
23. Referrals
• Purpose: Use your existing customer base to attract new customers.
• According to Nielsen, 92% of consumers believe recommendations from
friends and family over all forms of advertising.
• These typically occur when your customers
• Have a great experience
• Buy into your company’s core values / mission
• Are incentivized in some way
24. Referrals
• Examples:
• Referral bonus
• In-store classes /events (most people bring a friend)
• Incentivized social media sharing
• Social media shout-outs – simply thanking people for sharing can be enough
encouragement!
• Word of mouth
25. Referrals
• How do I know it’s working?
• Offer redemptions
• Customer count
• Event attendance
• Social media mentions
• Positive reviews
27. How Do I Know Which Channels To Use?
• What’s your goal? Where in the funnel does it fall?
• Examples
• Find new customers – Awareness / Referrals
• Increase basket size – Conversion
• Bring back MIA customers - Loyalty
28. How Do I Know Which Channels To Use?
• Keep an eye on ROI.
• Use a consistent metric, like CPM (cost per 1000
impressions), to evaluate the true cost of each
channel you’re reviewing.
• Test, measure, repeat.
• Try channel-specific coupons. Which channel
drives the most trips?
• Use raffles to facilitate a survey. How did
customers hear about you / your event?
29. What If I Have Limited Resources?
• The smaller your budget, the more focused and targeted you plan should be.
• Choose a couple strong, affordable mediums and do them well.
• Limit Awareness efforts to highly targeted mediums like Facebook and SEM.
• Attend and sell product at off-site events.
• Focus the majority of your efforts on maintaining you existing customer base.
• Focus more expensive efforts, like direct mail, on your top prospects /customers.
