04-09-2016, 01:31 PM
05-09-2016, 11:51 AM
AWARENESS
The art of earning customer "share-of-mind" involves creating an impression of personal identitication with the company's products and/or services. This first stage, awareness, represents the weakest aspect of a relatioinship because it is non-interactive and depends entirely on the customer's perception. Madison Avenue advertising agencies know that because nothing is required of a customer at this point, advertising must capture the atention and stir the emotions of prospective customers, without a clear understanding of who they are.
A company does not know the basis for a customer's positive or negative reaction to a communication or advertising message at this stage of the relationship.
IDENTITY
The identification stage occurs when a potential customer asks the question, "What's in it for me?" A customer idnetifies a product of service as meeting one or more important personal needs, such as self-fulfillment, status, or belonging. A customer may perceive the company as having values and preferences similar to his own and begin to form a relationsip with the company.
At this stage, customer and company interaction is limited to one-way communication, so the customer's perception is his reality because no feedback loop exists. Because an impression results from minimal information, the "relationship" remains extremely tenuous and a cusotmer can be easily swayed. Druing this initial stage of contact, the goal is to entice potentional "best" customers to take action relative to using a company's products and/or services.
The art of earning customer "share-of-mind" involves creating an impression of personal identitication with the company's products and/or services. This first stage, awareness, represents the weakest aspect of a relatioinship because it is non-interactive and depends entirely on the customer's perception. Madison Avenue advertising agencies know that because nothing is required of a customer at this point, advertising must capture the atention and stir the emotions of prospective customers, without a clear understanding of who they are.
A company does not know the basis for a customer's positive or negative reaction to a communication or advertising message at this stage of the relationship.
IDENTITY
The identification stage occurs when a potential customer asks the question, "What's in it for me?" A customer idnetifies a product of service as meeting one or more important personal needs, such as self-fulfillment, status, or belonging. A customer may perceive the company as having values and preferences similar to his own and begin to form a relationsip with the company.
At this stage, customer and company interaction is limited to one-way communication, so the customer's perception is his reality because no feedback loop exists. Because an impression results from minimal information, the "relationship" remains extremely tenuous and a cusotmer can be easily swayed. Druing this initial stage of contact, the goal is to entice potentional "best" customers to take action relative to using a company's products and/or services.