What integrated marketing needs is a good goose. In fact, with the help of a goose or two, truly integrated business branding and communications can go way beyond conventional brand awareness and communications consistency.
They can create brand experiences at each stage of your customers’ and prospects’ purchase process. Experiences that move them closer and closer to a purchase.
We call these migratory incentives "gooses." Little mental wedgies that move your prospects along the path to a purchase.
There are four keys to "goosing:"
1. Give increasing amounts of info as customers and prospects move closer to purchase and repurchase
2. Segment your audience by the role they play in the purchase process and give them the information that will help them fulfill their role
3. Assign each medium a specific goosing task to move audiences to the next stage of the purchase path
4. Build in response vehicles so you can know when they're ready to get goosed again
Of course, there’s more to it if you have a minute or two.
Watch Margaret explain how it works.
