Day One: Session Two
Path to Purchase – The Big Picture
Tony Chapman, Founder/CEO, Capital C
A wave of disruptive change is rendering conventional marketing strategy obsolete: retail is saturated, media is fragmented, clicks are overrunning the bricks and working dollars have to work harder. Chapman sees an unprecedented opportunity for entrepreneurs who have the courage to disrupt this disruption.
The most exciting brands think of themselves as lifestyle enablers instead of product sellers. Think of the difference between ordinary and extraordinary. You can apply a simple model to every sales call and brand to differentiate yourself: Any time you have an opportunity to interact—consider Head, Heart and Hands. It’s easy to understand—it’s not about you, but about the life of the other person and how you can influence it. Engagement shapes behavior.
Consumers are on the move, the internet is everywhere. Mobile is path to purchase—intercept it. Each user has his or her own publishing empire. Build a brand that is perceived to be positive, since social networks are trusted more than advertising or Google search. Consumers play games to get the lowest price and they often prefer access to ownership. There is no one path to purchase but thousands of ripples. We estimate that a consumer has 10-20 interactions with a brand before deciding on a purchase.
How do you get noticed when there is too much supply and not enough demand?
Shift the conversation from what a product does to what it enables. Shift the conversation from you to them, become part of their story. Share their stories and immortalize characters and moments.
Search for the most important insights into consumers’ heads, hearts and hands. Remember Maslow’s hierarchy of needs: safety and security must be satisfied before love and self-actualization. Enable love and belonging. Create something real for a family. Bring their story to life. Shift your thinking from what you do to what you do for them.
In the Q&A after his presentation, Chapman showed how to apply his principles and how to reframe presenting and positioning a specific product, be it a mop, cookware, a humidifier, tableware or a store experience. His ready answers and insightful questions inspired listeners and brought home his message.
To learn more about Tony Chapman, see
http://www.housewares.org/chess/bio2.aspx
