Choose is the second stage of the Path to Advocacy and is about the process that the consumer goes through when choosing which brand(s) they are likely to buy.
This stage is about getting your brand onto the consumers’ short-list.
This used to be all about traditional media - using high impact, coverage, frequency, recency, etc. However, the internet now means i) consumers are very interconnected with each other, and ii) the way they behave and use media has changed. They don’t trust traditional media in the same way, they research differently (usually on-line) and actively seek relevant opinion/advice of others (e.g. friends & family and/or independent experts).
To succeed today brand owners must deeply understand their target consumers’ behaviours, particularly:
a) How and where consumers are getting information about brands
b) The consumers’ motivations for choosing. (These can be driven by functional needs e.g. specification, colour, price, etc and their emotional needs.)
The start point for marketers is making sure their brand is providing the right (usually functional) information, at the right time, in the right place. Effective ways to do this is include sampling or a good internet strategy (e.g. search, brand website, etc).
The other critical requirement is about making the brand relevant to the target consumers’ lives. It is where PR (Virgin, Marks & Spencer, Agent Provocateur), experiential (Electrolux), social media (Dell, Wispa, T-Mobile) and advocacy can play a big part.