Sales Funnel, AIDA Acronym, Getting People Through Your Funnel? Fuhgeddaboutit.
We’re not saying that Marketing 101 Textbooks should be thrown out the window, but consumers are thinking way differently these days.
Attention. Interest. Desire. Action.
You’re telling me in all these years we have yet to come up with something better?
We first came up with the concept of a Marketing Martini Glass last year; we were working on a project with a large Energy concern that was making the foray into “consumerism.” We posited a guess that the consumer didn’t quite care for the new thing that we wanted them to care about. Instead, we suggested that marketing was more like a Martini Glass: and, to have a chance, you need to be near the bottom. Be. The. Olive.
Well, let’s take AIDA and replace it with the levels of the glass, shall we? This requires that you think of your target from their vantage point – not yours. A freakin’ awesome idea in this economy.
“Necessary Nuisances” instead of “Attention.”
Necessary Nuisances, to the Consumer, are those “low-involvement” exercises you must go through in order to survive. Maslow-esque: think of the Hierarchy of Needs, upside down.
Back to the Energy Industry for a second: your Gas bill, your Electric bill, your landline are all in this category. They are necessary for you to have to survive, but they are hardly something the bulk of the public does anything with.
Some Electric Companies, however, have had success in lower-income communities getting customers on-board with ideas to save energy only when they are shown how they can save money. Here’s a story from Pepco, the DC-area utility on their success with this type of program.
One reason this was successful? Because Pepco was able to move consumers DOWN the Martini Glass – away from “Your Electric Bill is a Necessary Nuisance,” and into “Saving a Few Bucks a Month is a Nice-to-Have.”
“Nice-to-Haves” instead of “Interest.”
As consumers have much more choice in everything, the Nice-to-Haves become those things that maybe you can live without: but if you’re pinching pennies or on a tight budget, and even if you’re not but you still want to be frugal, you (the consumer, not the marketer) start to categorize appropriately.
Oprah communicates the value well enough that her magazine continues to get delivered to our home. Ditto Us Magazine. These are Nice-to-Haves, in my book.
Important: Since there is no funnel, consumers can jump into the equation wherever and whenever.
Take mortgages. Housing is a necessity; paying your mortgage is a Necessary Nuisance. It’s low involvement once you have your home and the mortgage payment figured out.
Saving money on your mortgage by refinancing could be a Nice-to-Have. You, the consumer, could bypass all of this Attention, Interest and Desire stuff and jump right into Action. Google mortgage lenders, or respond to an offer in the mail. Alternatively, like a Mortgage Broker on Facebook and…
That last one is questionable. But still…
“Wants” – sortof like Desire.
I want a new house. I want the latest cell phone. I want a car with better gas mileage. I want to save the environment.
Whatever’s important to consumers, that’s where they (again) dive in.
I Want Netflix. In fact, it’s nearer the bottom of the Martini Glass because I perceive it as closer to a Must-Have. I can certainly survive without it; but, because of a combination of killer product, killer distribution and killer relationships, it has become a staple in millions of households.
“Must-Haves” – well, yes, things we take “Action” on.
Why is the iPad so popular? Why do I find myself “needing” the iPad 2?
Take Maslow’s Hierarchy and, again, turn it upside down. You can argue that the iPad is a new Self-Actualizing Status Symbol. I feel important because I have one – I am cutting edge, cool, I can get Angry Birds, I can be mobile and do stuff.
But, to market the iPad, Apple didn’t build in a Sales Funnel. They figured out the secret mix of ingredients that made it a Must-Have.
They effectively “sunk” the iPad to the bottom of the Martini Glass.
Is it product design? Is it story-telling that gets things moved into better categories? Is it look, feel, sound?
It’s all those things. That’s your new Sales Funnel.
It’s called a Marketing Martini Glass. Drink up!