Trigger
marketing
Today is about how to attract customers before competitors.
Trigger marketing is an effective marketing strategy that competitors rarely use.
In Russia, this is not very developed, but Western brands that come to the Russian market or millionaire brands are widely used.
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The strategy comes from the Western technology of Inbound marketing, namely lifecycle marketing.
The bottom line is that the client starts looking for where to buy something, but not now, but in the future.
For example,
Trigger: a person wakes up and has a sore throat Definition of a problem: Googles what could be wrong with him. Found that he has sore throatDefinition of a solution: looks for what treatment options for sore throats there is. Finds: pills, traditional medicine or treatment with a doctor. Selects pillsDefinition of a solution provider: looks for who to buy from on requests “buy XXX tablets”
Only, in Stage 4, the client expresses a clear need and is hot, he has studied himself, what is with him and how to treat him, he sold himself a certain drug for treatment, without the involvement of salespeople, just reading information on the Internet.
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Inbound marketing teaches you to be present at every stage of a customer’s life cycle, and when a customer identifies their problem, they’re shown our materials, and we seamlessly lead them into purchasing our product, and it takes a lot of resources and time.
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For Russia, this strategy should be adapted to the existing market.
If you start attracting customers for trigger events of their lives, you will receive cheap and high-quality applications.
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For example, a pram shop might start advertising for “dole in Moscow” rather than “buy a pram,” and Doula is a childbirth assistant providing practical, informational and psychological support.
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Therefore, we suggest you think about what triggers people become your CA. Do a test advertisement for such events, and you may be pleasantly surprised by the results.
- Trigger: Man wakes up and has a sore throat
- Definition of the problem: Google what might be wrong with him.
- Solution definition: Looks for treatment options for sore throats, finds pills, traditional medicine, or doctor’s treatment, chooses pills.
- Identification of the solution provider: looking for whom to buy from the requests “buy XXX tablets”