There is a marketing axiom that the majority of consumer product marketing takes place before a buyer arrives at the place of sale. Sure packaging and POS advertising are important but in marketers’ minds most of the heavy lifting has been completed.
A web start-up assignment I am working on has me thinking about the role of smart phones in the decision making process today. As part of my strategy, I’m asking the web team to make sure the website is consulted before, during and after the shopping experience. The phone is in hand during all three stages, after all. Why not use it and optimize it.
Toyota is in the news today along with a smart mobile company SpyderLynk discussing ToyoTags, a picture snap-able logo that directs smart phones to online content – the goal of which is to move the consumer closer to a transaction. An example cited in a NYT suggested that when the Prius was having brake issues not long ago, a ToyoTag snapped in a newspaper ad directed readers to a National Highway Traffic Safety Association report for “truths” about the issue. If you’ve been reading my recent posts on Twitch Point Planning you’ll recognize this as an example of a twitch that moves a customer closer to a sale. A positive twitch.
Finding reasons not to buy and removing them is an agenda of Twitch Point Planning. Tools like the ToyoTag and SnapTags designed by SpyderLynk are wonderful ammo in this arsenal. This stuff is not just new for the sake of new, this is purposeful. Good work. Exciting work. Peace.