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Homework answers / question archive / Why does the marketer need to know the target market's readiness stage? Give an example of an ad targeting each stage
Why does the marketer need to know the target market's readiness stage? Give an example of an ad targeting each stage.
This is a very interesting question. It is critical to know the target market's readiness stage to know if they are actually 'read' to purchase a product or service. At any time, people are in different stages: unaware, aware, informed, interested, predisposed to buying, and intending to buy.
For example, let's say that you are selling life insurance. You know technically that any person who is married with a family, or who is over the age of 50 should in fact get life insurance. However, this target market may not be ready to commit and to purchase the product.
At first they might be unaware that they need to actually purchase the product. Then it is the marketers job to teach them the necessity of purchasing the product for the sake of their family. Now they are aware, however, they know need to know the in-depth details such as cost, benefits, hidden fees...
Without a marketer present, the client would never jump from aware to interested - it is one thing to know a product exists, but it is the job of the marketer to foster the need in the mind of the client. The marketer makes them interested in purchasing.
To create a need in the mind of the client is not enough, they need to delight the customer, and convince them that they have a product perfect for them. This will predispose them to purchasing. If a product does not delight or excite them, or if the product does not fit their needs completely, they will then shop around and look for a better product.
Finally, the marketer's job is almost done. They educated them, delighted them, convinced them, and finally they are ready to buy.
The marketer must follow the consumer through all of the stages - marketing is not one-dimensional. This techniques also creates long term relationships with clients which can turn into long term loyalty.
An ad targeting each stage:
Lets look at life insurance again:
Unaware: you can have an ad saying "did you know that life insurance can not only help your family, but your financial heath" - you are bringing the product to their awareness
Aware: " Life insurance is an affordable necessity" - they are aware of the product, you are just reinforcing it
Informed: "Come meet our specialists who would be glad to meet with you one on one for free to discuss your needs and provide you with a tailor made product"
Interested: "Your choice to buy life insurance is one where your family should thank you for thinking of their future" - here you no longer need to sell them - just reinforce their decision.
predisposed to buying - "finding the perfect life insurance policy is like finding the perfect pair of shoes - you got to evaluate all the options, and you will find one that fist perfect" - you got to reinforce them that the product is perfect for them
intending to buy - "thank you for thinking of your family's future. You always know that you can get friendly, fast, personalized and honest advice at anytime - we are just a phone call away" - this is the final plug in convincing them to buy since it will tell them that the firm will stick by them and support them through the rest of their transaction.