Minimize the number of touchpoints on the way to making the purchase decision. Learn how consumers buy and what paths they take, and then give them the most relevant information at each stage. When the consumer is just browsing around at a car event, perhaps reviews and recommendations would include or increase the brand in the consumer mindset. If the consumer is seriously evaluating Dell vs IBM laptops, then information from your laptop community would be helpful.
How then to get consumers to trust the information provided? By being as transparent as possible. Do not insist on only positive reviews (consumers can smell a con job a mile away!). If your target market is the working mom, perhaps get prominent working moms to give an honest review your car. Your consumers can relate to her lifestyle and can see how your laptop fits their lifestyle too.
Make it easy to evaluate. Heaping on even more technical specs and key benefits isn’t going to help here. What it actually means is that you need to convince consumers that you are the right choice. The higher the price, the the more research is done, the more complicated the decision process and more conviction is needed. So make it easy for consumers to choose by being smarter in how you organize your product range. Better yet, remember their preferences so consumers don’t have to go through the entire process each time.
Julia is the Executive Director of Brand 360 Degree Sdn Bhd and is currently still shopping around for a laptop that makes sense to her.