A Low Consideration Purchase Consumer Journey

Video Transcript: A Low Consideration Purchase Consumer Journey

Do you want to know how brands get you to buy their product when you really aren't looking for exactly what they have to offer? Stay tuned. Welcome to episode number 105 of The Great Reset.

My name is Robert Brill. I'm the CEO of BrillMedia.co. We're an ad firm that drives sales and leads with the best data, targeting, and tech available in the marketplace.

We're here five days a week talking about marketing and advertising so you can be a better marketing practitioner. In the last video, we talked about why it's so hard to track consumer journeys. So let's jump right into a consumer journey example for a big brand.

In future videos, we'll winnow it down to smaller companies and how they can deploy consumer journeys and we'll give you examples from our own business. And I think there are a few points to consider for success when thinking about the consumer journey. In this part one of two, we'll focus on Hershey's and the moment of purchase.

And in tomorrow's video, we'll talk about how that moment of purchase is just the last and final step in the consumer journey and how a lot of the heavy lifting actually happens much earlier. The consumer journey is a really fluid idea. Think about a big brand like Hershey's.

You buy their chocolates at CVS and Walmart. The series of actions that led up to your purchase may not even be evident to you, the shopper. This sends out the difference between high consideration and low consideration purchases.

Buying a bag of chocolate kisses or a Hershey's chocolate bar is likely to be a low consideration purchase. You're doing your shopping. You know you want kisses for your kids or for yourself, or maybe you don't even intend to buy them, but you see them at the checkout and you see a Reese's Pieces peanut butter cup package and you just buy.

Low consideration relies heavily on a moment in time and the consumer's mood, thoughts, behaviors, and feelings at that individual moment when they are presented with the product in front of them and the buying opportunity. Now, the challenge for big brands, especially the ones that rely on brick and mortar retail sales, is they don't have a full view of the buying landscape. An economist would say they have imperfect information.

Now, sure, Hershey's knows the volume of sales that they get from different channel partners like CVS and Walmart, but they don't have a direct connection to the consumer. They don't control the sales channel, the environment, the way that CVS presents their Hershey's chocolate bars, where they present them, although they have some influence over that. They have a tough time connecting the unobserved parts of the consumer journey to the observed parts.

What they do is run mass advertising across media to ensure that people know that their products exist, that their products should be bought, and that the places that they can buy Hershey's are places like Walmart and CVS and other big retailers. The challenge for a brand like Hershey's is that they don't control all the consumer touchpoints. Because their products are bought in so many different places across the US, by so many different types of people with so many different needs that their products fulfill, it's really hard to pinpoint all the ways the consumer journey might go.

So big brand must focus on mass media channels to reach a lot of people and ensure that they have the requisite volume of reach and frequency in advertising. They know that a certain number of television commercials a week and ads on digital channels consistently produce a certain volume of sales for their products. Now they also know that it takes a certain number of, you got to reach a certain number of people weekly.

And again, the sales number will remain. So we'll stop there. The core idea here is that low consideration purchases are really hard to track for many businesses.

It's much easier to track purchases when everything is digital, which is, which speaks to one of the powers of having a digital first or digital only brand. Now, if you found this video helpful, please give us a like and let us know you like what we're doing for more videos like this to help you be a better marketer, subscribe and hit that notification button. If you want to bypass all the learnings and go right into lead generation, start with the $497 marketing diagnostic. We'll interview you about your marketing, economics, and clients to lay out the strategy that will make you the inevitable choice.

We'll see you tomorrow for another episode of The Great Reset.