It’s arguably long overdue, but we’re in the market for a new kitchen.
And already, it’s been a fascinating experience.
The most recent Bank Holiday heralded a conversation that continues to replay in my head. It was the day that my wife went from dreaming about a new kitchen to planning for one.
With more time on our hands during weekends than usual (thanks COVID), and summer holiday plans out the window (thanks again, COVID), we’ve turned our attention to the house, and focus has centred on the hardest working room.
As Mrs B realised the dream was going to become a reality, it was intriguing to watch her walk the existing kitchen, reeling off the all the things she wanted, and didn’t want…
Quooker tap…
American-style fridge freezer…
Better use of this redundant space in this lost corner…
Dishwasher with a ‘time remaining’ display on the floor…
Induction hob…
Early in the process, she was already exceedingly clear on the features and functionality she wanted in her new kitchen.
She was much less clear on the style of kitchen she wanted.
She had only a loose idea of where we might get this new kitchen.
And that’s how I came to spend an entire day in front of my computer on a bank holiday - documenting what I’d just heard. Putting some sense to it, against what I thought was the start of the kitchen buyer’s customer journey, to what had only played out in front of me.
It underlined for me the power of branding and advertising – the things that we get exposed to, long before we’re ready to make a purchase.
The past few weeks have seen dabbling turn to desire. Jane’s moved quickly to the next stage, where she’s actively looking at kitchen styles. (And the speed and manner of that transition were simply remarkable! But that’s for another time.😉)
And as she moves down the sales funnel, it’ll be hugely instructive to see how her requirements, in terms of engagement with companies, change.
After she’s settled on kitchen style, it’ll be interesting to see what she’ll spend time on considering next - specific furniture manufacturers, or kitchen retailers? (At some point, I might even get a say.)
It’ll be the companies that meet her where she is at each point and provide her with the content that adds the most value at that moment, that are likely to hold her attention.
This experience serves to highlight the importance of delivering the right message, to the right people, at the right time.
For most people, the process of buying a kitchen takes time. Maybe six months, maybe 12, maybe more.
And if your marketing only speaks to the people at one specific stage in the customer journey, you’re missing out on a considerable proportion of people who still want interaction with you, but need more specific content that meets them where they are.
If you’re serious about attracting large numbers of the right customers, you need to put some time and effort into understanding precisely what journey your customers go on, working out where your gaps in engagement are, and filling them in as effectively as you can.
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If you’d like some more help to make that happen, join us on our next live, interactive Zoom call, this Friday, 26th June, 11am. We’ll be walking you through the first stage of the customer journey, and the key marketing you need to produce, to engage with those prospects early on in the process.
It’s The Big KBB Marketing Call – click HERE to register now.
It’s content, conversation and community, and you’re very welcome.
Finally, please feel free to forward this invitation to anyone you think would benefit from being on the call.
Again, to register for the Zoom call, click HERE.