Final Customer Purchasing from an Intermediary of the Product
Acquire Steps: Acquire steps include all activities the customer completes preceding the purchase of the product. These steps include the customer's efforts needed to identify and evaluate Intermediaries and travel to the Intermediary location.
Knowledge: Add knowledge
Company and products: Help customers recognize and recall name of company and its products
C. Attract attention of customers to brand name.
Create an unusual "theme"
Develop a "spokescharacter"
|1||2000||5092||As customers search for different sites looking for sales, shows how crowded the market already is. Becoming a standout costs dearly, PETsMART.com and Pets.com appear to have the lead in large part because they have been spending heavily for the lime light. Pets.com's branding campaign centers on a sock puppet that looks like a dog. The company mascot made an appearance at Macy's Thanksgiving Day Parade in New York as a 36 foot high balloon. It was again featured in a Super Bowl ad that cost the company $2 million. Pets.com is purely a net company.|
|2||2001||5311||Appealing to middle America homeowners on a budget, Christopher Lowell centers his collection on bedding packages starting at $149-$299. There are also curtains and designer paint.|
|3||2001||5812||The CEO of Jack and the Box turned its image around in 1995 with its creation of the advertisement icon "Jack." Jack is modeled after the original clown but it acts as the CEO/founder of the company. "Jack" remains extremely popular with the company's younger consumers.|
<< Return to Acquire Steps