the engaged buyer

Download The Engaged Buyer

Post on 29-Nov-2014




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Meet the engaged buyer. Buying isn’t what it used to be. It could be a camera, phone or car – or it could be a million-dollar business software solution. Whatever the purchase, the way customers consider buying it has changed forever. Read Buying Isn’t What It Used To Be to find out why people buy the way they do now – and how your marketing can work harder to meet their expectations.


  • 2. THIS PRESENTATION IS FOR YOU IF: You find yourself in front of a white board passionately discussing white papers, webinars or the mid-funnel Your product takes more than an hour to learn to use and has more than 100 parts or costs more than $1,000 No one ever refers to your product as an impulse purchase Your buyer is putting his or her professional reputation, social standing, business success or gobs of money at stake
  • 3. CONTENTS: Meet the engaged buyers Clearing up misconceptions about the engaged buyer Understanding what engaged buyers want and how to give it to them Real-world examples of PJA influencing engaged buyers BUYING IS CHANGING WHEN GOOD PEOPLE GET THE WRONG IDEA OPERATING INSTRUCTIONS FOR THE NEW BUYING HEY, IT REALLY WORKS!
  • 5. PROFESSIONAL Im the champion driving a $5,000,000 enterprise IT investment that has to pay off big-time PROSUMER Ill never learn to be a pro, but Im ready to drop two grand on a new digital camera Ill love spending time with. PRACTICAL I can save time and effort for everybody in my nine-person company if I choose the right multifunction printer. PASSIONATE My $275 available only in Japan sneakers are an integral expression of meat work and after hours. THE FOUR KEY STYLES OF ENGAGED BUYING:
  • 6. FOR EVERYTHING BUT SIMPLE PURCHASES, WERE ALL ENGAGED BUYERS NOW. Were all engaging more in the process of buying than we ever have before seeking out content, tools and advice on the devices we choose, wherever we are, at multiple moments in the journey from need to purchase. We look for answers to our questions, but what we really want is to feel confident about our buying decisions.
  • 8. Engaged buyers are really just the people buying big, complicated and expensive B2B solutions. MISCONCEPTION: REALITY: Today considered vs. unconsidered is the distinction that matters most in understanding your buyer. If he or she cares enough to use search to research alternatives to the hybrid cloud platform, all-in-one printer, prosumer camera, high-end sneakers, robot vacuums or whatever else it is that youre selling, youre marketing to an engaged buyer.
  • 9. Engaged buyers are just a tiny, highly- involved segment of my audience. MISCONCEPTION: REALITY: You see those people in line at the store with smartphones in their hands? Technology has given us unlimited access to information about any possible purchase we could or should make information from brands, retailers, celebrities and self- appointed experts. And were running with it using search a dozen times for a single purchase, for example. Were all engaged buyers now, and we get more and more engaged as the stakes for the purchase grow.
  • 10. Engaged buyers are making rational decisions about considered purchases. MISCONCEPTION: REALITY: Engaged buyers are influenced by the emotional appeal of your brand, even as they consciously incorporate rational considerations into their decisions. Theyre buying with their heads and their hearts. Keep in mind, though, that even when they engage emotionally with your brand story, an engaged buyer is still in control of their own buying process.
  • 12. Engaged buyers actively seek the content and expert recommendations they rely on to help them. Without it they feel unprepared. On the one hand, too much content and advice leaves them overwhelmed and less likely to buy. On the other hand, engaged buyers will place a great deal of value on content that draws on your unique brand strengths to help them make good buying decisions. 1 ENGAGED BUYERS WANT TO GET IT RIGHT
  • 13. 1 ENGAGED BUYERS WANT TO GET IT RIGHT WHAT SHOULD MARKETERS DO? There are key points in buying when the brand is the best source of information. PJA helps brands define and respond to that essential role. One key step is developing a unique brand role statement that identifies the unique ways your brand can guide buyers toward good decisions. Marketers can use this role to focus teams on making the right content and functionality, rather than struggling to make all the content they possibly could. At its best, a brand position clarifies who you are and helps your best audience decide that yours is brand that is potentially for them. Your brand role can take this a step further by defining how your brand will behave including helping buyers make good decisions in ways that draw on the unique strengths of the connection built by your brand. Brand position Brand role aligning identities inspiring action
  • 14. 2 ENGAGED BUYERS WANT TO BE IN CONTROL Engaged buyers apply mental frameworks to bring structure to their decision-making. Professional buyers usually document the specific steps of their approach, while practical or passionate buyers are often far more casual. Understanding the stakes involved in the purchase is key to determining how your buyer might structure their decision and how you can best support them. Buyers may not want to make a decision solely on your content, but they are willing to let brands help them clarify their needs and establish criteria for their decision.
  • 15. 2 WHAT SHOULD MARKETERS DO? Based on our experience with engaged buyers, marketers win when they support engaged buyers craving for control. Marketers can start by identifying your prospects buying styles and adjusting your view of the buyers journey to suit. And dont stop at answering questions also look for opportunities to show buying process awareness by helping buyers understand their needs with self-assessments, benchmarking tools or checklists that help them sort through alternatives. Mapping the purchase stakes for the buyer, from self-satisfaction to highly-visible success against buying approach (ranging from casual to rigorous) provides valuable insights into the buying styles of different audience segments. ENGAGED BUYERS WANT TO BE IN CONTROL SUCCESS SATISFACTION CASUAL RIGOROUS Practical Buying Styles Professional Buying Styles Passionate Buying Styles Prosumer Buying Styles
  • 16. 3 ENGAGED BUYERS WANT TO BELIEVE While structure and rational decision criteria are important, engaged buyers are just human beings and emotion still plays a powerful role in their decision-making. Building emotional affinity in the awareness stage wont be enough, however, to influence the engaged buyer through the entire decision process. Its important to understand how to leverage the emotions that can help move engaged buyers to action.
  • 17. 3 WHAT SHOULD MARKETERS DO? PJA has been supporting considered buying for more than twenty years. Weve learned a lot about emotion along the way. For example, research (and experience) shows that when top of funnel creative leverages powerfully positive emotions, buyers tend to prefer your content as they move deeper into consideration. Used in the right way, positive emotions initiate powerful brand connections that help move buyers to action. Humor is frequently used to create emotional appeal in advertising because of its ability to create brand likability. In considered purchase categories, however, its also important to use high activation emotions the ones that build appeal while also inspiring action. ENGAGED BUYERS WANT TO BELIEVE High activation Low acti


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