Tweaking the Purchase Funnel and Some of Our

Campaign Objectives

@frankccwong

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A Bit About Myself

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The Funnel

Awareness

Consideration

Purchase

Direct Response

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Awareness

vs

Direct Response

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Awareness

&

Direct Response

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“Awareness is actually throughout the funnel”

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Defining “Awareness”Aware of your brand in general? Aware that you have a new energy drink?

Aware of the benefit of healthy drinks? Aware that you can cook with V8?

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Top Funnel Awareness Play

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Top Funnel Awareness Play

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Mid Funnel Awareness Play

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Mid Funnel Awareness Play

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Bottom Funnel Awareness Play

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Bottom Funnel Awareness Play

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Purchase Path Remains the Same

Awareness Consideration Purchase

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Speed to Purchase is the KeyAwareness Consideration Purchase

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Speed to Purchase is the KeyAwareness Consideration Purchase

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Factors to Consider When Conversion Takes too Long• Loss of tracking due to technical limitations

• Change of mind

o Competitors stepped in

o No longer need

o Economic factors

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Measuring Success

> >“Pick a metric that’s indicative of sales or potential sales

while factoring the time element”

Immediate, Trackable Revenue

Lift in Consideration, Newsletter Sign Up

Pure Product Awareness

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Awareness

vs

Direct Response

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“Almost all campaigns are aimed at driving revenue”

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Generating Demand

Capturing Demand

Two Ways to Drive Revenue

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Generating Demand

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Generating Demand

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Generating Demand

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Capturing Demand

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Capturing Demand

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The Same Thinking Works in Both Retention and Acquisition Environments

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Generating Demand – Retention

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Capturing Demand – Retention

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Capturing Demand – Retention

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Exceptions?

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CRM EngagementAdsPR Customer Service

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In a nutshell• Awareness is throughout the funnel

• Most campaigns are about driving revenue

• Bucket your campaigns by “generating demand” vs “ capturing demand”

• Factor in the element of time when measuring success

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Questions?

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Thank You!