The lottery has a slogan, “You have to play to win.” In business, you have to be considered to win. The more often you are considered the more chances you have to win.
If you want to increase your odds of being considered, and even more importantly, increase your odds of winning, then you need to engage consumers as early as possible in the buying cycle.
Consumers go through the following progression when deciding to buy something:
- Problem recognition
- Information search
- Evaluate alternatives
- Purchase decision