Hierarchy of Effects Models- "The baby steps"
Various illustrations of the notion that marketing promotion induces consumers to move in steps from one mental state to the next before eventually deciding to purchase a particular product; in this model the steps, in ascending order, are Awareness, Knowledge, Liking, Preference, Trial and Loyalty. It sounds like “Baby Steps” growing up from nothing to the great brand. Let’s quick discover each step and its appropriate communication tools.
Unawareness => Awareness
This is first step that target customers do not know anything about the brand. They cannot recall and even recognize the brand. So the best communication tool that should be employed is mass advertising. It could be huge billboards which display the brand name or logo. It should be placed at high traffic areas where target customers are. The content contained in ad should be simple and stimulate consumers to recognize the brand name and what products or services the brand offers.
Awareness => Knowledge
The target customers might have brand awareness but they do not know much about its features and benefits. So communication tool must be able to convey products features and benefit in detail. For example, the brand website could show product portfolio, features, benefits and pictures. Beside the website, company could hand out brochures or send direct mail to target customer. Moreover, company should evaluate the effectiveness and accuracy of communication in order to ensure that target customers have got the right information of the brand.
Knowledge => Liking
Once the target customers know the brand, the next step is “How do they feel about it?” So the best way to make them like the brand is to link the brand to the things they like. The association might be celebrity endorsement, lifestyle and so on. Furthermore, the brand might be the sponsorship of public events that are relevant to the target customers. With this method, consumer will use affective think rather than cognitive thinking to make decision on even product such as laptop.
Liking => Preference
Once the target customer looks favorably on the brand, Would they prefer it to the others? To make the brand be preferable, opinion leader could be used to promote the brand quality, value and other features as well as comparative advertising. Product manager should monitor closely what are the factors customers prefer and how competitors respond to improve communication methods later on. (Comparative ads, Word of Mouth, Opinion leader)
Preference => Trial
The target customers might prefer the brand but they do not build up a conviction of buying. The simple action is sampling. Moreover, brand shelf space, shelf facing and shelf locations in retails are crucial because they affect customer trial.
Trial => Loyalty
This step is the last but not least since it greatly benefits to the brand. Customers will repeat buying and spread good word of mouth. The moment of truth is crucial and must be managed properly in term of shelf display, packaging, merchandising and logistic in order to make sure that customer get right product quality and the right time. The appropriate communication tool is sale promotion and loyalty programs which might be membership, peer to peer incentive, redemption card and so on.
