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Saturday, 27 June 2009



Cheers Chris, v interesting.

The potential Achilles Heel of this model in action is that it would be easy to perceive that the biggest economic value is in creating 'Trigger' moments that force re-evluation, which is of course what marketeers and agency people alike love to do most.

In reality the interesting opportunities here are in the moment just before and just after purchase, depending on whether we are looking to break or cement a habit, and also depending on the category/financial relationship.

For me the second of these is the big one - the importance of what happens in your relationship with a brand for the first couple of weeks after you've bought it for the first time. Not, alas, a high priority on many brand marketeers lists.

chris stephenson

Robin at We Are Social has posted on this http://wearesocial.net/blog/2009/06/purchase-funnel/ - good stuff

John V Willshire

Good stuff indeed.

"Down with Awareness!!!"

Or at the very least, "Along at a steadily improving rate with Awareness!!"

I wonder though... in a world of infinite choice, media fragmentation, niche communities and the like, is there really one sort of model that can map out something like this..? There will undoubtedly be many, many 'exceptions that disprove the rule'.

Craig Elias - Creator of Trigger Event Selling

It’s interesting to see McKinsey starting to notice the ‘Trigger Event’ economy.

I would argue that people have always bought based upon ‘Trigger Events’ but it was not until recently the something ‘Triggered’ McKinsey’s understanding.

I have always agreed with the AIDA (Awareness, Interest, Desire, Interest) model but understood that it is a ‘Trigger Event’ that creates the desire that leads to the action.

‘Trigger Events’ are as applicable to B2B sales as they are to B2C.

The specific ‘Trigger Events’ may be different but the analogy stays the same.

Craig Elias
Creator of Trigger Event Selling™

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