What are RTBs? What is their role in the consumer's purchasing process? How do they impact purchasing decision of a customer? What are the types of RTBs? The presentation attempts to answer such questions. Also the importance of RTBs are highlighted.
2. Introduction
ï‚´ Buyers make purchasing decisions based on a number of factors.
ï‚´ Sellers must understand these factors to create reasons to believe in their brand
 Needs – Motivation – Action
ï‚´ Marketers must shape their brand, messaging and marketing to satisfy those
desires.
ï‚´ Need fulfilment is at the fulcrum of all the marketing efforts
3. WHAT ARE RTBS?
ï‚´ REASON TO BELIEVE
ï‚´ KEY PART OF BRAND PROMISE
ï‚´ STRATEGICALLY DEVELOPED TO CONNECT TO A BUYING EMOTION
ï‚´ RTB IS A COMPONENT ENSURING THAT CONSUMERS AND PARTNERS FIND THE
PROMISE MADE BY THE MARKETER CREDIBLE.
4. ROLE OF RTBs
ï‚´ RTB convinces customers to have confidence in the brand
ï‚´ Every benefit should have a RTB
ï‚´ RTBs are specific product attributes / features that make the benefit believable
 RTBs enable a brand to gain a unique position in customer’s minds & hearts
ï‚´ RTBs are generally aligned with brand identity & values
ï‚´ RTBs accompany brand statements
5. Positioning & RTB
 Positioning creates a mental image of the product in customer’s minds
ï‚´ RTB is all about the features of the product that enables customers to place trust in
this mental image.
ï‚´ Trust translates into the purchasing decision
ï‚´ Positioning creates appetite while benefits and RTBs provide customers the
nourishment that they need.
ï‚´ Strategically positioned RTB can establish confidence in consumers
6. What strengthens the RTB paradigms?
ï‚´ Scientific evidence
ï‚´ Customer reviews
ï‚´ Testimonials
ï‚´ Expertise in the field
ï‚´ Awards
ï‚´ Accreditation
ï‚´ Advanced products backed by superior technology
ï‚´ Experience
7. The purchasing journey
 The most effective RTBs are aligned with a specific point on the buyer’s purchasing
journey
ï‚´ Buyer travels through 4 emotional phases of buying
ï‚´ Awareness
ï‚´ Familiarity
ï‚´ Confidence
ï‚´ Conviction
Different messages are needed to continue the buying journey.
12. Benefits versus RTBs
ï‚´ BENEFIT = PROMISE TO CUSTOMERS
ï‚´ RTB = WHY CUSTOMER SHOULD TRUST THE PROMISE
ï‚´ RTB lends credibility to the product promise
ï‚´ RTB can lead to competitive advantage
13. To summarize
ï‚´ RTB provides evidence and tells customers how a marketer lives up to his claims.
ï‚´ Consumers care about how they directly benefit by using a product or service
ï‚´ The convincing ability of a value proposition must be complemented by RTB
ï‚´ Once a marketer consolidates his positioning in the market, he must use the time
available at his disposal to communicate the benefits of the brand and RTBs.
ï‚´ Customers must inherently trust the value that the brand is offering them
 RTB is – why your customer should believe you. How can a marketer ensure that his
claims are credible and trustworthy?