We are, even if unconsciously, influenced by various archetypes from different areas. Now, with the market it does not happen differently.
First, to understand how this medium works, it is important to think that it works with a basic division between channel, brand, sales and service management. Thus, knowing your company and the standards it is working with, for sure, will make your business maintain its competitiveness in the digital age .
In addition, you need to understand how your customer's path is made, only then can you analyze the results of your company in the market.
Have you and your sales team ever stopped to think what drives a consumer with no knowledge about a brand, create interest in it, buy, buy back and even advertise by word of mouth?
Certainly, the paths that consumers go through are very complex and unique, that is, they involve different combinations of traditional and digital media . For example, a sector with high purchasing risks in general, usually presents a simpler and shorter consumer path, on the other hand, a sector with high risks demands high customer involvement and will have a longer and more complex path. In addition to that, they have geographic, identity factors and many others that influence these paths. In other words, this diversity is created by the characteristics of the consumer segments with which the brands engage and the positioning decisions of the brands.
To simplify, experts like Kopler are betting on paths in the format of 5 As that can be applied to all sectors. We also have a model as generic as the 5 As, which defines several key sector archetypes:
Door handle:
- Above all, it is characterized by high commitment, despite low curiosity.
- It is the most representative sector of packaged consumer goods.
- Consumers do not feel the need to find out more about competing brands.
- Shopping is often frequent and customary.
- Customers already have expectations and preferences, based on past experiences.
- It has many brands competing for millions of consumers
Goldfish:
- High level of curiosity
- Common in the business-to-business (B2B) context.
- Consumers evaluate many factors before choosing a brand.
- The purchase process is quite long, involving numerous interested parties with different objectives.
- Both buyers and sellers are specialized.
- Intimacy with the customer is a decisive factor.
Trumpet:
- It is a sector, mostly, of luxury cars, sophisticated watches, designer handbags.
- Its uniqueness is in the high level of affinity with the consumer.
- Customers trust the quality of the brands in the category.
- The number of faithful lawyers is greater than the number of real buyers.
- Consumers are highly involved in purchasing decisions.
- The reputation of brands is developed over a long period through word of mouth.
- The trumpet category brands are extremely elitist.
Funnel:
- At first, customers are highly involved in purchasing decisions.
- Consumers go through all 5 As stages.
- There is a research on the brand and the purchase is only carried out if the research results are satisfactory.
- There is only a defense of the brand if consumers have tried the product.
- Brands in this category should focus on gradual improvements and innovations in the customer experience.
Bow tie:
- It is the combination of the positive factors of the previous sectors.
- It is highly recommended and has a strong reputation.
- Brands have a CDM Perfect.
Anyway, according to what experts point out, being aware of how your brand is positioned, you can create strategies to leverage your company. In short, study and understand, immediately, which archetype your company represents.
For more texts, visit our blog !
See you later!
