Evolving the consumer journey to focus on active consumer actions across all owned, shared, earned and paid media. Mapping the journey to Brand Media Opportunities: 6A Brand strategies: Anticipation, Attraction, Appeal, Activation, Appreciation and Amplification.

1. - 1 -
The Consumer
Journey:
Activating
Brand Media
Strategies
October 2014

2. - 2 -
What is the consumer journey?
• The consumer journey is a strategic planning and ideation tool
designed to develop a consumer-based view of the brand and
category experience.
• The journey identifies the consumer’s emotional (feelings,
motivations, frustrations) and rational behaviours (actions,
sources of influence, key triggers) pre, during and post product
purchase.
• Using the journey framework, we can more effectively map out
marketing communications across owned, shared, earned and
paid media to drive engagement and sales.

3. - 3 -
Drivers of change impacting the journey
More Participatory &
Influential Consumer
Proliferation of
connected touch points
Data-driven, real-time
engagement

4. - 4 -
The journey is based upon consumer ongoing actions
NEEDING/WANTING EVALUATING DECIDING USING SHARING
Looking for and/or desiring
something, such as
replacement for a broken
item, an upgrade or solution
for a problem
(i.e. medication)
Researching and
comparing the
benefits vs cons
Trying, exploring and
getting opinions
Choosing the best
available option
(considering value for
money, customization)
Transacting or Purchasing
Consuming, wearing,
engaging with or activating
in daily life
Letting others know about
the experience through
social media, WOM,
customer feedback
* Generic example. Should be customized r brand, category and target audience

5. - 5 -
ANTICIPATION/ATT
RACTION
Identify consumer needs
and create brand
visibility/magnetism, so
consumer can easily
discover/engage within their
natural environments
APPEAL
Make the brand the
preferred choice
ACTIVATION
Guide brand decision,
action and purchase
APPRECIATION
Recognize and/or reward
consumer loyalty to
encourage advocacy and
recommendation
AMPLIFICATION
Fuel positive word of
mouth and shared brand
experiences to spread
greater consumer
discovery
NEEDING/WANTING EVALUATING DECIDING SHARINGUSING
Mapping consumer actions to brand strategies

6. - 6 -
Creating Meaningful Connections
throughout the journey: consumer + brand
The consumer journey within the inner
red circle, highlights the active
behaviors consumers engage in during
their path to purchase, from needing or
wanting, to evaluating, deciding, using
and sharing.
The outer blue teal circle illustrates the
6A brand strategies that correspond to
consumer activity along the journey:
Anticipation, Attraction, Appeal,
Activation, Appreciation, and
Amplification.

7. - 7 -
Proliferation of Interactive, connected touch points
across OSEP
• There are multiple touch points
that can be used to connect with
consumers and drive brand
preference, participation,
purchase and recommendation.
• To create meaningful and
seamless connections, we need
to think about how content and
data can be leveraged across
the entire brand’s ecosystem of
Owned, Shared, Earned and
Paid media (OSEP)

8. - 8 -
For more information, please contact:
Rori.Duboff@havasmg.com