The Marketing Channel
Every time a new product is introduced, potential consumers must move through the Marketing Channel. The stages are Unawareness, Awareness, Comprehension and Image, Attitude and Action. Remember the first tablet that was introduced? You were probably asking yourself: What is an I Pad? What does it do? Why would I want one? How would I use it?
Through your contacts with information about the product, you eventually got your questions answered and either bought one or you didn't. And, those answers might have come from many sources: advertising of various sorts, word-of-mouth, personal contact with the product. Today, consumers usually experience six "touches" before they buy.
When we approach a new prospect, that prospect must also move through the Marketing Channel. Although they may know our stations or newspaper, they may not know us. We are the liaison, the face of our companies. Our prospect is again asking himself:"Who is this person? Why would I give them my time? My money? How will it benefit my business or me if I do?" Through the sales process we employ, we move our prospects through the channel to a positive conclusion. If they believe the reward of working with us outweighs the risk of doing so, their action will be to buy our campaigns.
The questions we ask in Phase Two, the information we gather, the campaigns we create to solve our clients' problems will determine our success with these prospects. Remember, it's about them, not about us!