Trigger Happy (Discovering the Key Moments that Resonate with Customers): Discovering the Key Moments that Resonate with Customers

Author: Li Hailong
Publisher:
Publish Date: 2006-07-01
Features: Does the brand belong solely to your enterprise or even to you personally? Can the subjective assumptions of the enterprise represent the will of customers? Do you know how customers make their purchase decisions? "The essence of a brand lies in the mind, not in words; it takes effort in shaping perception." The essence of a brand exists in the minds of customers. The subjective assumptions of the enterprise can only be one-sided wishes, and customers' purchase decisions are made through their interaction with brand information. This means that if customers feel pleasure and satisfaction during their various interactions with the brand, they will be willing to buy; otherwise, they will disregard it. So, this raises a pressing and brand-new issue for brand managers: How should you design the touchpoints that customers focus on and convey effective information through these touchpoints to make customers develop a desire to purchase your product? This book discards the common pitfalls of traditional branding and directly starts by analyzing consumer psychology. It elaborates in detail on the thought process consumers go through when making purchase decisions, enabling enterprises to deeply understand consumers, identify key touchpoints, design auxiliary touchpoints, and target the reach of brand information toward customers. This allows for achieving the best brand communication results with the most cost-effective brand communication expenses. The "Brand Touchpoint Communication Model" has been proven to be highly effective through practical application by numerous enterprises and is particularly suitable for small and medium-sized enterprises to quickly establish and enhance their brands. This book discards the common pitfalls of traditional branding and directly starts by analyzing consumer psychology. It elaborates in detail on the thought process consumers go through when making purchase decisions, enabling enterprises to deeply understand consumers, identify key touchpoints, design auxiliary touchpoints, and target the reach of brand information toward customers. This allows for achieving the best brand communication results with the most cost-effective brand communication expenses.