The Road to Brand Advocacy

AdvocacyLoyaltySatisfactionSelectionConsiderationKnowledgeAwareness

Pre-Purchase Purchase Post-Purchase

Brand Touchpoints

all communications, cumulative experiences that form perceptionsmany at each phase, pre-purchase, purchase, & post-purchase

must deliver remarkable experiences at each touchpoint

Awareness Knowledge Consideration

Pre-Purchase Phase

all experiences prior to decidingshape perceptions and expectations that drive relevance

refine touchpoints to drive prospects to consider you

Selection

Purchase Phase

purchasing and initiating a brand relationship maximize value and instill confidence about the decisioninstill trust by demonstrating that your offering is better

Satisfaction Loyalty Advocacy

Post-Purchase Phase

delivering on your brand promiseexceeding usage expectations

increasing brand loyalty and advocacy

Conversion

AdvocacyLoyaltySatisfactionSelectionConsiderationKnowledgeAwareness

Pre-Purchase Purchase Post-Purchase

At every conversion point from Awareness to Advocacy

Conversion Point Conversion Point Conversion Point Conversion Point Conversion Point Conversion Point

Advocacy

The Only Goal

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