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The Customer Journey

Different names: The Buyer’s Journey, The Purchase Path�

A customer centric approach to marketing
Focusing on key goals (reaching the peak)
Understand the steps it takes to get to the goal
One step follows another

Marketing is all about delivering the right message �to the right person at the right stage in their journey.

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Three Steps to the Journey

Step 1: Awareness (aka: Branding)

Understand WHAT you do, the products you sell or services you provide and where you’re located �

Step 2: Consideration (aka: Engagement)

WHY you should buy the product or service you need from us rather than our competition�

Step 3: Conversion (aka: Action)

HOW you can purchase from us

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The journey used to start here…

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But more often the journey starts here…

74%

Three quarters of in-store shoppers did online research before making a purchase.

Source: ThinkWithGoogle.com

Gyms Near Me…

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Everyone’s Journey is Different

Can vary depending on industry, product, pricing and target audience
If you buy something frequently, it tends to have a shorter journey
A bigger purchase normally requires a longer sales cycle (especially B2B)

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Journey Takes Moments

Journey Takes Weeks �or Months

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Why Use the Journey Method?

Helps us understand the customer experience
Focuses on strategy versus tactics

Tactic - an action taken to solve a short to medium term goal
Strategy - a series of tactics with a long term goal in mind

Understand how marketing works together
Tailoring your message to each stage
Increases marketing efficiency/reduces costs

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Can Radio Help With All 3 Steps?

Short answer: Yes, through creative messaging.

Build awareness through ads focused on branding

“We are Bear Lake’s largest 24-hour gym located at the corner of Main and Front! We’ve also got classes to help everyone from the beginner to the marathon runner.”

Build consideration through ads focused on differentiation

“Unlike those big-box gyms, we provide a friendly place where you can work out in a judgement free environment.”

Encourage conversion by focused on offers

“Sign up today and receive a free consultation!”

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Know’s he needs to get fit, but not ready to commit.

Currently looking for a gym and is ready to commit.

No plans to go to join a gym or get healthy.

Non-radio listeners / didn’t hear the campaign.

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Know’s he needs to get fit, but not ready to commit.

Currently looking for a gym and is ready to commit.

No plans to go to join a gym for get fit.

Targeting non-radio listeners at various stages

Conversion

Consideration

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Radio + Digital = Great Combo

Radio generates awareness with specific demographics.
When creative focuses on one message it is more impactful and effective.
Digital marketing uses data to target people more efficiently as they move further along the journey
Adding digital to radio increases the audience reach of your campaign substantially
You can compete for 100% of the client’s budget

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The Customer Journey Map

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AWARENESS

CONSIDERATION

CONVERSION

Customer Goals�What are they thinking?	Might have a need, but may not be able to name or frame it properly.	Has identified a need, but unsure of who can help.	Has an immediate need and wants to complete an action.
Customer Activities�What are they doing?	Not in the market, but seeing and hearing your brand.	Researching, comparing & evaluating alternatives.	Shopping for the best price, closest location.
Marketing Goals�What are we achieving?	Build brand and create a need	Increase knowledge & desire	Create leads or increase sales
Touch Points�Where do we connect?	Traditional media, display advertising, digital audio, social media, word of mouth.	Your website, review websites (GMB), social media, search, long form video.	Search, offer/deal websites, your website.
Targeting�Digital marketing criteria	Demographic, location	Affinity, retargeting, location	Intent, retargeting, location
KPIs�How do we know we’re successful?	Reach, Frequency, Impressions	Clicks, Page Views, Likes	Form Fills, Phone Calls, Views, Sales