Path to Preference
Advertising is often perceived by many as just a glorified way of persuading consumers to buy more of a product. Well, what do we say? Badly done advertising might in some case be exactly that. However, there is a difference between advertising and smart advertising.
Yes, we want you to sell more of your product too. But we don’t just shove fantasy stories down the consumer’s throat to make them buy more. At Foolish, we like to think of strategy that will make them want to buy more.
Analyzing and choosing a consumer path to preference is an integral part of building our advertising strategy. What then is the path to preference after all?
What is the Path to Preference Model?
The path to preference is a model that enlists & analyzes the theoretical journey a consumer makes right from the moment a need – state is activated till the final goal of purchasing your particular brand. It helps you analyze & rank the various reasons & factors that influence a consumer to purchase your brand. The model, hence, is a roadmap that shows, evaluates & ranks the strength of all direct & indirect relationships of factors involved in leading to the key goal, i.e. purchase, finally giving us various paths the consumer might follow before reaching a stage of preference for a brand.
Simply put, this model depicts the consumer’s entire journey to purchase & helps us identify the magnitude of influence of all key factors that affects their decision making process.
Why use Path to Preference?
The path to preference model plays a very important role when it comes to deciding advertising’s creative route. The model tracks the entire path from marketing efforts implemented to influencing brand perception & consideration, thereby serving the dual purpose of giving direction to a marketing / advertising idea as well as clearly showcases the routes / paths that competition currently employs.
What makes us fall in love with the path to preference model is that it doesn’t simply study the various factors influencing consumers in isolation; it also studies & evaluates how every variable influences the other.
How Foolish goes about it?
To many, the model may come across as rocket science. And trust us when we say this, it takes a while to get your head around it. But at Foolish, research & methodology is what we live on.
The path to preference model & study begins with us listing down the various factors that influences a consumer to purchase your brand – be it as functional as “eating rice is a habit” to an emotional influencer such as “my mother recommended it” or “I liked the advertisement I saw”. An in-depth analysis of what the purchase decision was driven by is carried out in the first step.
Next, these drivers are further scrutinized and then categorized as “rational product benefits” or “emotional influencers”. This categorization helps in the most important step of the preference model – assigning weights to each factor / influencer. Each influencing factor’s distance from the ultimate goal & preference is measured based on which we assign ranks to the factors.
Once the broad routes between the influencers & preference are chalked out, the process of creating the “path” sets in. This is done by evaluating which factors influence others in the preference cycle, i.e. creating correlations between multiple factors and assigning weights to them as well.
In the process of weighing the distance between various factors & the ultimate goal, and weighing the different co-relations, we find different paths to a consumer’s preference emerging. Based on the various paths that emerge and the total of the weights assigned to them, we identify certain statements that can be focused on for your brand and used as the key messaging tool. The path that has the highest cumulative ranking is what we call the “ideal path”.
The ideal path tells us what communication route the brand should adopt such that it triggers all the right emotions in consumers for you to become their preferred brand.
At Foolish, we back every creative proposition by a scientific analysis of why the idea will work & how it will benefit your brand. The path to preference model is how we tie in consumer behavior with creatives & those creatives with your overall brand image to deliver a successful advertising campaign.