This is the first time the user is exposed to your brand. This could be on a poster, in a TV or magazine advert, in a shop, at an exhibition, on the side of a vehicle, on clothing, on social media, via a search engine or price comparison site, or via word of mouth. There are countless ways you can make that first connection with a customer.
In our example, we imagine our customer is at a live gig, watching a music video or passing a music shop. They’ve spotted our guitar, either being played by someone in a band or in the window of the shop, and they like the look of it.
At this stage, we believe our user is thinking something like: ‘Would I be able to play that guitar? Who else plays that guitar? How much does that guitar cost?’
What can we do as a guitar company to encourage this user to continue their journey with us? In other words, what touchpoints are available to us at this stage? How can we capitalise on their interest?
At a live gig, for example, we can make sure there was plenty of advertisement around to catch their eye. If the band has an endorsement with us, we could put up scrims by the side of the stage. We could pay to have adverts shown on the big screens between bands. We could give out leaflets, t-shirts or freebies, such as silicone wristbands and stickers. Freebies that are cheap for us to make are a great way to give customers instant value, as well as helping them to remember us when they go looking for their next guitar.
How is the customer feeling at this point? We think they’ll be excited, happy, inspired. They’ll probably be having aspirational thoughts. They may even imagine themselves playing our guitar in their own band. We can tailor the marketing we deliver at this stage to correlate with these feelings.