Japanese automaker Nissan Motor Ltd. developed a campaign, years ago, that coined this phrase: “Life’s a Journey, Enjoy the Ride!”
The campaign received a lot press in its day, and also tapped into the consumer imagination about buying a car. It wasn’t just the goal to sell the vehicle but to imagine the journey (or fun) one could have with said vehicle. Today, this doesn’t seem like such an innovative idea, but at the time, this campaign tapped into the consumer emotion and provided thoughts of escapism by owning a brand of vehicle.
The “journey” marketers find themselves in today could be seen as, “How to positively influence the consumer purchase cycle?” This purchase cycle has truly become a journey. The length of the consumer’s purchase cycle can vary depending on the product/offering. However, let’s explore a few vital drivers to keep at top of mind:
The Customer is First
All plans should start and end with the customer. This includes ensuring that after the sale is completed a mechanism in place to follow-up with that customer.
You want to be sure that the customer is satisfied to encourage repurchase or purchase of ancillary product offerings. Use of email, mobile, and social media campaigns can assist with this task
Multi-channel Integration
Consumers are always online. Therefore, your points of contact need to be omnipresent. Think 360-degree customer experience by safeguarding at every point of contact the customer is engaged with your brand and product offering.
