by James Ebdon-Muir
Having recently changed my domestic electricity supplier, the process I went through led me to think again about the choices we make between brands within various markets.
I took a chance on an unknown (to me) Brand based in Brighton. After weighing up the risks…
o Well they don’t actually produce the electricity
o They don’t own the infrastructure it is delivered on
My decision was based purely on price. They beat my existing supplier by £120+. Not bad. I did take a cursory look at the customer reviews, 3.5 out of 4 so not too bad, but it wasn’t the primary driver.
How does this translate to other industries and what does it mean for marketeers?
As marketeers we should all be familiar with the recognised process:
Amongst other factors, how well known your Brand is will have an impact on where along this journey you can influence the purchaser.
To leverage the key opportunities though, you need to have a thorough understanding of your customer is and what is going to influence steps 3 and 4 in the most cost-effective manner.
Our unique approach at Astute Media can help you to understand these steps and these factors.
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