tweaking the purchase funnel and some of our campaign objectives
TRANSCRIPT
![Page 1: Tweaking the Purchase Funnel and Some of Our Campaign Objectives](https://reader035.vdocuments.site/reader035/viewer/2022081517/58aa20a71a28abff6b8b5b5f/html5/thumbnails/1.jpg)
Tweaking the Purchase Funnel and Some of Our
Campaign Objectives
@frankccwong
![Page 2: Tweaking the Purchase Funnel and Some of Our Campaign Objectives](https://reader035.vdocuments.site/reader035/viewer/2022081517/58aa20a71a28abff6b8b5b5f/html5/thumbnails/2.jpg)
@frankccwong 2
A Bit About Myself
![Page 3: Tweaking the Purchase Funnel and Some of Our Campaign Objectives](https://reader035.vdocuments.site/reader035/viewer/2022081517/58aa20a71a28abff6b8b5b5f/html5/thumbnails/3.jpg)
@frankccwong 3
The Funnel
Awareness
Consideration
Purchase
Direct Response
![Page 4: Tweaking the Purchase Funnel and Some of Our Campaign Objectives](https://reader035.vdocuments.site/reader035/viewer/2022081517/58aa20a71a28abff6b8b5b5f/html5/thumbnails/4.jpg)
@frankccwong
Awareness
vs
Direct Response
4
![Page 5: Tweaking the Purchase Funnel and Some of Our Campaign Objectives](https://reader035.vdocuments.site/reader035/viewer/2022081517/58aa20a71a28abff6b8b5b5f/html5/thumbnails/5.jpg)
@frankccwong
Awareness
&
Direct Response
5
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@frankccwong 6
“Awareness is actually throughout the funnel”
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@frankccwong 7
Defining “Awareness”Aware of your brand in general? Aware that you have a new energy drink?
Aware of the benefit of healthy drinks? Aware that you can cook with V8?
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@frankccwong 8
Top Funnel Awareness Play
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@frankccwong 9
Top Funnel Awareness Play
![Page 10: Tweaking the Purchase Funnel and Some of Our Campaign Objectives](https://reader035.vdocuments.site/reader035/viewer/2022081517/58aa20a71a28abff6b8b5b5f/html5/thumbnails/10.jpg)
@frankccwong 10
Mid Funnel Awareness Play
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@frankccwong 11
Mid Funnel Awareness Play
![Page 12: Tweaking the Purchase Funnel and Some of Our Campaign Objectives](https://reader035.vdocuments.site/reader035/viewer/2022081517/58aa20a71a28abff6b8b5b5f/html5/thumbnails/12.jpg)
@frankccwong 12
Bottom Funnel Awareness Play
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@frankccwong 13
Bottom Funnel Awareness Play
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@frankccwong 14
Purchase Path Remains the Same
Awareness Consideration Purchase
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@frankccwong 15
Speed to Purchase is the KeyAwareness Consideration Purchase
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@frankccwong 16
Speed to Purchase is the KeyAwareness Consideration Purchase
![Page 17: Tweaking the Purchase Funnel and Some of Our Campaign Objectives](https://reader035.vdocuments.site/reader035/viewer/2022081517/58aa20a71a28abff6b8b5b5f/html5/thumbnails/17.jpg)
@frankccwong 17
Factors to Consider When Conversion Takes too Long• Loss of tracking due to technical limitations
• Change of mind
o Competitors stepped in
o No longer need
o Economic factors
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@frankccwong 18
Measuring Success
> >“Pick a metric that’s indicative of sales or potential sales
while factoring the time element”
Immediate, Trackable Revenue
Lift in Consideration, Newsletter Sign Up
Pure Product Awareness
![Page 19: Tweaking the Purchase Funnel and Some of Our Campaign Objectives](https://reader035.vdocuments.site/reader035/viewer/2022081517/58aa20a71a28abff6b8b5b5f/html5/thumbnails/19.jpg)
@frankccwong
Awareness
vs
Direct Response
19
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@frankccwong 20
“Almost all campaigns are aimed at driving revenue”
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@frankccwong 21
Generating Demand
Capturing Demand
Two Ways to Drive Revenue
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@frankccwong 22
Generating Demand
![Page 23: Tweaking the Purchase Funnel and Some of Our Campaign Objectives](https://reader035.vdocuments.site/reader035/viewer/2022081517/58aa20a71a28abff6b8b5b5f/html5/thumbnails/23.jpg)
@frankccwong 23
Generating Demand
![Page 24: Tweaking the Purchase Funnel and Some of Our Campaign Objectives](https://reader035.vdocuments.site/reader035/viewer/2022081517/58aa20a71a28abff6b8b5b5f/html5/thumbnails/24.jpg)
@frankccwong 24
Generating Demand
![Page 25: Tweaking the Purchase Funnel and Some of Our Campaign Objectives](https://reader035.vdocuments.site/reader035/viewer/2022081517/58aa20a71a28abff6b8b5b5f/html5/thumbnails/25.jpg)
@frankccwong 25
Capturing Demand
![Page 26: Tweaking the Purchase Funnel and Some of Our Campaign Objectives](https://reader035.vdocuments.site/reader035/viewer/2022081517/58aa20a71a28abff6b8b5b5f/html5/thumbnails/26.jpg)
@frankccwong 26
Capturing Demand
![Page 27: Tweaking the Purchase Funnel and Some of Our Campaign Objectives](https://reader035.vdocuments.site/reader035/viewer/2022081517/58aa20a71a28abff6b8b5b5f/html5/thumbnails/27.jpg)
@frankccwong 27
The Same Thinking Works in Both Retention and Acquisition Environments
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@frankccwong 28
Generating Demand – Retention
![Page 29: Tweaking the Purchase Funnel and Some of Our Campaign Objectives](https://reader035.vdocuments.site/reader035/viewer/2022081517/58aa20a71a28abff6b8b5b5f/html5/thumbnails/29.jpg)
@frankccwong 29
Capturing Demand – Retention
![Page 30: Tweaking the Purchase Funnel and Some of Our Campaign Objectives](https://reader035.vdocuments.site/reader035/viewer/2022081517/58aa20a71a28abff6b8b5b5f/html5/thumbnails/30.jpg)
@frankccwong 30
Capturing Demand – Retention
![Page 31: Tweaking the Purchase Funnel and Some of Our Campaign Objectives](https://reader035.vdocuments.site/reader035/viewer/2022081517/58aa20a71a28abff6b8b5b5f/html5/thumbnails/31.jpg)
@frankccwong 31
Exceptions?
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@frankccwong 32
CRM EngagementAdsPR Customer Service
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@frankccwong 33
In a nutshell• Awareness is throughout the funnel
• Most campaigns are about driving revenue
• Bucket your campaigns by “generating demand” vs “ capturing demand”
• Factor in the element of time when measuring success
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@frankccwong 34
Questions?
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@frankccwong 35
Thank You!