Simple dissects each step of the decision journey to develop a powerful, profitable marketing strategy.
Your brand is built, or tarnished, through every aspect of the customer experience delivered by your business. In other words, the attributes of your brand are defined by customer perception. If you desire to position yourself as the low cost leader, yet customers perceive you to be expensive, you have a serious positioning problem.
Either you don't understand the frame of reference that your customers use, you aren't correctly communicating how your product or service is the lowest cost, your competitor research failed to account for competitive alternatives against which your customers compare your product or service, or you are targeting the wrong type of customers (those that don't perceive the value in your offer).
To differentiate from competitors, you must first understand customer perceptions and the decision journey. This begins with a customer insight survey. A typical insight survey will provide answers to these questions:
- What triggers the decision journey?
- Why is there a desire for change?
- Which categories and brands are considered and or evaluated?
- Which information sources exert influence during the decision journey?
- What are the most important decision criteria used by your target customers?
- How much value do your target customers perceive in your products/services and company relative to competitive alternatives?
- In what ways do your target customers enjoy, advocate, and bond with brands?