Fashion

23/08/2021

When consumer is faced with a need they have to make a serious of decisions about need, a need might be something like you what to buy T shirt, and know More about that brand.

What are the options to get it?

What do those options cost? 

What benefits do they get?

From that need consumer often go to what google calls zero moment of trust,consumers search the web, read reviews,ask for outside opinions,which brand clothing that is more popular?

Once information gathering is done consumers will typically go through a phase of consideration and either seek our more information or begin the purchasing process.

Now let look at that need, before the research process begins when a consumer conduct that need, their brain changes it's focus to deal with the brand. 

The brain working memory keeps only a limited amount of data in, it In your need for that brand. the first place your brain goes is not search engine The first place your brain goes is to those long term association to see whatelse you know about that brand. Its this memory that we want to affect most strongly using earned media and public relations work.

This is the power of effective PR to have your brand be recalled the moment there is actual need, to be first in line or strongest in considering for consumers ZAR. We don't care about share of voice as much as we care about share of mind when a consumer is thinking how to address their problem. 

Christophe s.penn