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  Aaron	
  Abbott—www.BrandLessBox.com	
   1	
  


                                                                                                                                                                               	
  
                How	
  Do	
  Your	
  Customers	
  Make	
  Buying	
  Decisions?	
  
                                                                                                                             Aaron	
  M.	
  Abbott	
  
                                                                                                                           www.BrandLessBox.com	
  
                                                                                                                             January	
  10,	
  2010	
  
	
  
                             The	
  following	
  flow-­‐chart	
  uncovers	
  the	
  buying	
  process	
  of	
  the	
  consumer	
  and	
  
how	
  to	
  effectively	
  implement	
  existing	
  insights	
  and	
  future	
  developments	
  to	
  assist	
  the	
  
consumer	
  to	
  a	
  successful	
  conversion	
  determined	
  by	
  the	
  company—The	
  Institute	
  for	
  
Forensic	
  Education	
  (IFFE).	
  
                             	
  
                                                                                                                                                               Stage	
  1	
  
	
  
	
                                  Consumer:	
  unaware	
  
	
             Company:	
  generates	
  awareness	
  (of	
  need,	
  product	
  or	
  service)	
  
	
  
	
  
                             	
  
                                                                                                                                             Existing	
  Tactics:	
  
                             	
  
                                                              PPC	
  ads,	
  Social	
  Networks,	
  New	
  site	
  development	
  
                             	
  
	
                                                                                                                                                                                	
  
                             The	
  current	
  efforts	
  of	
  IFFE	
  have	
  built	
  a	
  recognizable	
  and	
  respected	
  brand	
  
amongst	
  the	
  primary	
  target	
  market	
  (the	
  teachers	
  and	
  schools)	
  within	
  the	
  Criminal	
  
Justice	
  System.	
  	
  However,	
  the	
  secondary	
  market,	
  the	
  actual	
  primary	
  users	
  of	
  the	
  
training	
  resources	
  (the	
  students),	
  has	
  had	
  little	
  to	
  no	
  exposure	
  to	
  the	
  training	
  
resources.	
  	
  IFFE	
  relies	
  on	
  word	
  of	
  mouth	
  from	
  the	
  existing	
  primary	
  target	
  market.	
  	
  
IFFE	
  has	
  recognized	
  that	
  the	
  students	
  are	
  unaware	
  of	
  the	
  training	
  resources	
  and	
  the	
  
very	
  purpose	
  of	
  the	
  development	
  of	
  www.CJexchange.com	
  is	
  to	
  expose	
  the	
  students	
  
to	
  these	
  resources,	
  and	
  provide	
  them	
  with	
  access	
  to	
  the	
  entire	
  video	
  library	
  at	
  very	
  
affordable	
  rates,	
  for	
  the	
  duration	
  of	
  their	
  semester—in	
  tandem	
  with	
  a	
  slew	
  of	
  Web	
  
2.0	
  tools	
  and	
  solutions.	
  	
  Using	
  varied	
  social	
  networks	
  and	
  viral	
  marketing	
  efforts	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Aaron	
  Abbott—www.BrandLessBox.com	
   2	
  

will	
  stimulate	
  word-­‐of-­‐mouse	
  campaigns	
  that	
  will	
  be	
  supported	
  with	
  strategic	
  PPC	
  
and	
  display	
  ad	
  campaigns	
  that	
  will	
  uncover	
  the	
  brand	
  that	
  IFFE	
  has	
  built	
  amongst	
  
the	
  student’s	
  instructors—the	
  existing	
  primary	
  target	
  market.	
  	
  The	
  students	
  have	
  
not	
  been	
  ignored.	
  	
  IFFE	
  has	
  attempted	
  to	
  provide	
  distribution	
  opportunities	
  to	
  the	
  
schools	
  using	
  existing	
  resources,	
  but	
  the	
  process	
  is	
  too	
  involved	
  and	
  the	
  aching	
  
economy	
  has	
  not	
  helped	
  in	
  any	
  way.	
  	
  IFFE	
  will	
  now	
  go	
  directly	
  to	
  the	
  students	
  in	
  an	
  
effort	
  to	
  engage	
  these	
  consumers	
  in	
  a	
  way	
  that	
  will	
  make	
  them	
  aware	
  of	
  the	
  
resources	
  and	
  aware	
  that	
  they	
  can	
  afford	
  them,	
  and	
  that	
  the	
  use	
  will	
  benefit	
  their	
  
educational	
  goals.	
  	
  
                             	
  
                                                                                                                                                               Stage	
  2	
  
	
  
	
                                         Consumer:	
  aware	
  of	
  need,	
  develops	
  specificaBon	
  	
  
	
                                          Company:	
  posiBon	
  features,	
  benefits	
  and	
  brand	
  
	
  
	
  
	
  
                             	
                                                                                                           Existing	
  Tactics:	
  
                             	
  
                                                                                                                                    SEO,	
  Focus	
  groups	
  
                             	
  
	
  
                                                                                                                                                                               	
  
                                                                              	
  
                             IFFE	
  has	
  conducted	
  focus	
  group	
  studies	
  that	
  have	
  provided	
  feedback	
  to	
  the	
  
fact	
  that	
  the	
  students	
  love	
  the	
  resources	
  and	
  that	
  they	
  are	
  willing	
  to	
  spend	
  up	
  to	
  
                                                                	
  
$60.00	
  dollars	
  for	
  the	
  program.	
  	
  While	
  students	
  in	
  general	
  are	
  unaware	
  of	
  the	
  
existence	
  of	
  the	
  training	
  videos	
  and	
  resources	
  that	
  currently	
  exist—unless	
  they	
  have	
  
been	
  exposed	
  to	
  it	
  by	
  a	
  purchasing	
  institution,	
  or	
  via	
  search	
  engine	
  research—those	
  
that	
  have	
  seen	
  the	
  product	
  have	
  commented	
  on	
  the	
  value	
  they	
  see	
  and	
  how	
  much	
  
they	
  can	
  benefit	
  from	
  the	
  exposure	
  to	
  the	
  content.	
  	
  The	
  students	
  are	
  aware	
  they	
  
have	
  limited	
  exposure	
  to	
  footage	
  of	
  crime	
  scenes	
  resulting	
  in	
  death	
  and	
  autopsies.	
  	
  
With	
  this	
  knowledge,	
  IFFE	
  is	
  able	
  to	
  confidently	
  step	
  forward	
  in	
  knowing,	
  as	
  more	
  
specific	
  needs	
  surface,	
  implementation	
  will	
  lead	
  to	
  conversions	
  as	
  long	
  as	
  the	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Aaron	
  Abbott—www.BrandLessBox.com	
   3	
  

market	
  can	
  understand	
  that	
  IFFE	
  provides	
  what	
  they	
  need.	
  	
  Specifications	
  of	
  the	
  
potential	
  market	
  implemented	
  by	
  IFFE	
  will	
  allow	
  the	
  company	
  to	
  corner	
  the	
  market	
  
that	
  already	
  has	
  no	
  true	
  competitor	
  in	
  relation	
  to	
  the	
  substance	
  of	
  the	
  product.	
  	
  The	
  
brand	
  will	
  become	
  recognized	
  as	
  an	
  innovator	
  and	
  leader	
  in	
  providing	
  training	
  
solutions	
  and	
  tools	
  via	
  the	
  Internet	
  for	
  the	
  Criminal	
  Justice	
  System	
  as	
  students	
  
purchase,	
  use,	
  and	
  communicate.	
  	
  Providing	
  access	
  to	
  message	
  boards,	
  blogs,	
  and	
  
even	
  opt-­‐in	
  e-­‐mails	
  will	
  provide	
  stronger	
  branding	
  and	
  an	
  ability	
  to	
  hold	
  the	
  
position	
  as	
  the	
  leader	
  in	
  the	
  market	
  for	
  providing	
  the	
  specified	
  benefits	
  of	
  these	
  
resources—as	
  dictated	
  by	
  the	
  users	
  themselves.	
  
	
  
                                                                                                                                                               Stage	
  3	
  
	
  
	
                                        Consumer:	
  supplier	
  search	
  	
  
	
                         Company:	
  generate	
  leads	
  (engage	
  and	
  capture	
  interest)	
  
	
  
	
  
	
  
	
                           	
  	
                                                                                                              Existing	
  Tactics:	
  
	
  
                                                                                             Partnerships,	
  PPC	
  ads,	
  Search	
  Engines	
  
	
  
                                                                                                                                                                                      	
  
	
  
                             As	
  the	
  consumer	
  begins	
  to	
  actively	
  seek	
  solutions	
  to	
  their	
  perceived	
  needs,	
  it	
  
is	
  the	
  responsibility	
  of	
  the	
  company	
  to	
  position	
  itself	
  in	
  such	
  a	
  way	
  that	
  they	
  can	
  
easily	
  be	
  found.	
  	
  Whether	
  this	
  be	
  through	
  strategic	
  PPC	
  campaigning,	
  or	
  through	
  
viral	
  campaign	
  efforts,	
  the	
  customer	
  must	
  be	
  able	
  to	
  find	
  the	
  resources,	
  and	
  know	
  
that	
  these	
  are	
  the	
  resources	
  they	
  must	
  utilize	
  to	
  satisfy	
  their	
  need.	
  	
  Currently,	
  IFFE	
  is	
  
ranked	
  1st	
  on	
  many	
  related	
  keyword	
  searches—which	
  direct	
  the	
  Internet	
  user	
  to	
  the	
  
current	
  solutions	
  at	
  www.ForensicDeathInvestigation.com.	
  	
  Once	
  the	
  new	
  resources	
  
are	
  ready	
  for	
  launch,	
  implementation	
  of	
  links	
  and	
  information	
  to	
  the	
  new	
  site	
  from	
  
the	
  existing	
  site	
  will	
  prove	
  to	
  be	
  a	
  great	
  gateway	
  to	
  generate	
  qualified	
  leads;	
  while	
  
being	
  supported	
  by	
  the	
  existing	
  network	
  of	
  content	
  users	
  that	
  has	
  been	
  built	
  over	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Aaron	
  Abbott—www.BrandLessBox.com	
   4	
  

the	
  past	
  5	
  years.	
  	
  IFFE	
  is	
  also	
  involved	
  with	
  link	
  and	
  banner	
  exchanges	
  with	
  3	
  
different	
  Criminal	
  Justice	
  System	
  Web	
  sites.	
  	
  Additionally,	
  these	
  will	
  prove	
  to	
  
valuable	
  lead	
  generation	
  vehicles.	
  	
  With	
  products	
  that	
  are	
  made	
  with	
  these	
  users	
  in	
  
mind,	
  when	
  they	
  find	
  the	
  resources,	
  their	
  decision	
  making	
  process	
  will	
  be	
  supported	
  
and	
  nurtured.	
  	
  This	
  will	
  be	
  implemented	
  once	
  they	
  catch	
  the	
  IFFE	
  scent,	
  and	
  are	
  led	
  
down	
  the	
  conversion	
  path.	
  	
  Further,	
  previews	
  are	
  in	
  place	
  to	
  engage	
  the	
  interest	
  of	
  
the	
  customer	
  at	
  this	
  stage	
  of	
  the	
  decision	
  making	
  process.	
  
	
  
                                                                                                                                                               Stage	
  4	
  
	
  
	
                                                                                      Consumer:	
  evaluate	
  and	
  select	
  
	
                                                                                     Supplier:	
  assist	
  purchase	
  decision	
  
	
  
                             	
  
                             	
  
                             	
  
                                                                                                                                                 Existing	
  Tactics:	
  
                             	
  
                                                              SEO,	
  Organic	
  searches,	
  Current	
  branding,	
  Previews	
  
                             	
  
                             	
                                                                                                                                                       	
  
                             With	
  strongholds	
  on	
  keywords	
  as	
  CSI	
  training,	
  Forensic	
  training,	
  and	
  others,	
  
it	
  will	
  be	
  very	
  hard	
  for	
  any	
  would	
  be	
  competitors	
  to	
  rise	
  above	
  the	
  current	
  organic	
  
search	
  engine	
  rankings	
  IFFE	
  has	
  earned.	
  	
  It	
  is	
  the	
  responsibility	
  of	
  IFFE	
  to	
  use	
  this	
  
opportunity	
  to	
  allow	
  future	
  users	
  to	
  be	
  able	
  to	
  get	
  the	
  necessary	
  information	
  in	
  their	
  
evaluation	
  and	
  selection	
  of	
  these	
  training	
  resources	
  they	
  are	
  in	
  need	
  of	
  to	
  support	
  
their	
  education.	
  	
  They	
  are	
  wondering	
  how	
  much	
  they	
  have	
  to	
  spend,	
  what	
  they	
  are	
  
going	
  to	
  get	
  from	
  the	
  purchase,	
  and	
  what	
  value	
  the	
  product	
  has	
  for	
  them,	
  as	
  well	
  as	
  
for	
  peers	
  in	
  their	
  associated	
  market.	
  	
  With	
  such	
  institutions	
  as	
  the	
  FBI	
  Training	
  
Academy,	
  and	
  other	
  international	
  agencies	
  utilizing	
  the	
  existing	
  resources,	
  brand	
  
value	
  is	
  supported	
  and	
  will	
  assist	
  in	
  this	
  phase	
  of	
  the	
  decision	
  making	
  process.	
  	
  
Showing	
  the	
  students	
  that	
  the	
  schools	
  pay	
  nearly	
  $800.00	
  dollars	
  for	
  these	
  
resources,	
  and	
  that	
  they	
  are	
  being	
  provided	
  with	
  the	
  same	
  solutions	
  under	
  $60.00	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Aaron	
  Abbott—www.BrandLessBox.com	
   5	
  

dollars	
  should	
  assist	
  further	
  in	
  the	
  value	
  they	
  are	
  receiving	
  directly	
  from	
  the	
  
producer.	
  	
  	
  With	
  reputation	
  in	
  place,	
  and	
  more	
  than	
  100	
  Universities,	
  Institutions,	
  
and	
  Agencies	
  already	
  having	
  implemented	
  the	
  resources	
  into	
  their	
  curriculum,	
  the	
  
consumer	
  will	
  have	
  confidence	
  in	
  the	
  purchase	
  they	
  are	
  going	
  to	
  make.	
  	
  Further,	
  
they	
  will	
  understand	
  why	
  they	
  are	
  making	
  the	
  decision	
  to	
  purchase.	
  	
  They	
  need	
  to	
  
be	
  exposed	
  to	
  this	
  content,	
  and	
  this	
  content	
  is	
  found	
  nowhere	
  else.	
  
	
  
                                                                                                                                                               Stage	
  5	
  
	
  
	
  
                                                                                                    Consumer:	
  purchase	
  	
  
	
  
                                                                                                 Company:	
  facilitate	
  purchase	
  
	
  
	
  
	
                           	
  
	
  
                  	
                                                                                                                             Existing	
  Tactics:	
  
                 	
                                                                                                 Security	
  Certificates,	
  PayPal	
  
                    	
                                                                                                                                                                	
  
                                                                                                                                                                               	
  
                             Once	
  the	
  consumer’s	
  mind	
  is	
  made	
  up	
  and	
  they	
  are	
  ready	
  to	
  make	
  the	
  
purchase,	
  IFFE	
  must	
  facilitate	
  this	
  action	
  with	
  as	
  simplified	
  a	
  process	
  as	
  possible.	
  	
  
Studies	
  and	
  direct	
  experience	
  have	
  proven	
  how	
  frustrated	
  the	
  consumer	
  can	
  get	
  in	
  
this	
  process,	
  ultimately	
  leading	
  to	
  abandonment	
  and	
  a	
  failed	
  conversion.	
  	
  
Alternative	
  payment	
  options	
  should	
  be	
  in	
  place—such	
  as	
  PayPal,	
  Google	
  Checkout,	
  
and	
  even	
  an	
  internal	
  processing	
  feature	
  supported	
  with	
  SSL	
  certificates.	
  	
  Security	
  
verification,	
  such	
  as	
  Hacker	
  Safe	
  and/or	
  McAfee	
  Secure	
  will	
  facilitate	
  this	
  confidence	
  
that	
  their	
  transactions/data	
  are	
  safe	
  and	
  secure.	
  	
  When	
  the	
  consumer	
  chooses	
  to	
  
utilize	
  PayPal,	
  or	
  the	
  like,	
  they	
  are	
  comfortable	
  with	
  the	
  process	
  those	
  services	
  
institute.	
  	
  However,	
  for	
  those	
  who	
  choose	
  to	
  make	
  the	
  purchase	
  within	
  the	
  
architecture	
  of	
  IFFE’s	
  site,	
  the	
  process	
  must	
  be	
  as	
  minimal	
  as	
  possible.	
  	
  Ask	
  the	
  least	
  
amount	
  of	
  information	
  while	
  reinforcing	
  the	
  time	
  necessary	
  to	
  complete	
  the	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Aaron	
  Abbott—www.BrandLessBox.com	
   6	
  

transaction.	
  	
  The	
  process	
  is	
  facilitated	
  with	
  a	
  user	
  conscious	
  and	
  willingness	
  to	
  
convert.	
  	
  IFFE	
  has	
  some	
  of	
  these	
  features	
  in	
  place,	
  and	
  all	
  have	
  proven	
  to	
  be	
  valuable	
  
in	
  the	
  course	
  of	
  the	
  growth	
  of	
  the	
  company	
  and	
  the	
  brand.	
  	
  One	
  feature	
  IFFE	
  must	
  
implement	
  is	
  the	
  ability	
  for	
  the	
  consumer	
  to	
  call	
  in	
  via	
  telephone	
  to	
  place	
  their	
  
orders	
  directly.	
  	
  Consumers	
  have	
  called	
  in	
  the	
  past	
  with	
  this	
  very	
  need	
  in	
  mind.	
  	
  
Another	
  consideration	
  is	
  to	
  have	
  those	
  users	
  who	
  registered	
  to	
  preview	
  training	
  
samples,	
  have	
  their	
  account	
  information	
  automatically	
  filled	
  in	
  when	
  they	
  arrive	
  on	
  
the	
  purchase	
  page.	
  
	
  
                                                                                                                                                               Stage	
  6	
  
	
  
	
                                    Consumer:	
  post-­‐purchase	
  evaluaBon	
  and	
  feedback	
  
	
                                    Company:	
  support	
  product	
  use	
  and	
  retain	
  business	
  
	
  
	
  
	
  
	
                                                                                                                                               Existing	
  Tactics:	
  
	
  
                                                           Lifetime	
  guarantee,	
  Unlimited	
  access,	
  Direct	
  contact	
  
	
  
                                                                                                                                                                                      	
  
	
  
                             Some	
  users	
  will	
  decide	
  to	
  purchase	
  the	
  physical	
  DVD	
  training	
  set.	
  	
  While	
  
other	
  users	
  will	
  choose	
  to	
  purchase	
  Online-­‐only	
  access	
  to	
  the	
  training	
  resources.	
  	
  
When	
  a	
  consumer	
  purchases	
  the	
  physical	
  DVD	
  training	
  set,	
  they	
  are	
  given	
  lifetime	
  
access	
  to	
  the	
  Internet	
  resources.	
  	
  They	
  are	
  required	
  to	
  register	
  their	
  product	
  and	
  
complete	
  their	
  user	
  profile	
  (including	
  current	
  e-­‐mail	
  and	
  contact	
  information).	
  	
  In	
  
either	
  case,	
  IFFE	
  is	
  guaranteeing	
  some	
  form	
  of	
  direct	
  contact	
  to	
  each	
  and	
  every	
  one	
  
of	
  the	
  users.	
  	
  Surveys	
  will	
  be	
  implemented	
  in	
  the	
  post-­‐purchase	
  time	
  period.	
  	
  
Conversion	
  of	
  surveys	
  will	
  be	
  supported	
  with	
  promotions	
  that	
  will	
  provide	
  the	
  
consumer	
  with	
  access	
  to	
  free	
  downloads	
  otherwise	
  unavailable.	
  	
  Auto-­‐responders	
  
will	
  be	
  implemented	
  in	
  the	
  post-­‐purchase	
  process	
  that	
  will	
  provide	
  the	
  consumer	
  
with	
  opportunities	
  for	
  feedback	
  and	
  input.	
  	
  Users	
  will	
  also	
  be	
  made	
  aware	
  to	
  look	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Aaron	
  Abbott—www.BrandLessBox.com	
   7	
  

out	
  for	
  future	
  updates	
  and	
  product	
  releases.	
  	
  Lifetime	
  guarantees	
  are	
  provided	
  on	
  
the	
  physical	
  DVD	
  set’s	
  and	
  it	
  will	
  be	
  advantageous	
  to	
  the	
  company	
  to	
  create	
  a	
  
feedback	
  forum	
  that	
  will	
  allow	
  those	
  in	
  the	
  post-­‐purchase	
  phase	
  to	
  post	
  their	
  
comments	
  of	
  the	
  value	
  they	
  find	
  in	
  the	
  resources.	
  	
  Contact	
  numbers	
  are	
  prominently	
  
displayed	
  and	
  operators	
  can	
  be	
  reached	
  24-­‐hours	
  a	
  day.	
  	
  IFFE	
  will	
  always	
  ask	
  for	
  
input	
  on	
  what	
  the	
  market	
  needs	
  and	
  do	
  all	
  it	
  can	
  to	
  provide	
  them	
  with	
  these	
  
solutions	
  as	
  soon	
  as	
  realistically	
  possible	
  with	
  the	
  existing	
  resources	
  of	
  the	
  
company.	
  
                             	
  
                                                                                                                                                        Conclusion	
  
                             	
  
                             The	
  preceding	
  flow-­‐chart	
  surmises	
  the	
  six	
  stages	
  of	
  consumer	
  decision-­‐	
  
making/buying	
  process	
  for	
  www.CJexchange.com.	
  	
  Please	
  be	
  aware	
  that	
  the	
  site	
  is	
  
still	
  under	
  construction	
  and	
  IFFE	
  will	
  use	
  insights	
  based	
  off	
  user	
  experiences,	
  
feedback,	
  and	
  comments	
  from	
  their	
  primary	
  Web	
  site,	
  
www.ForensicDeathInvestigation.com.	
  	
  The	
  goals	
  include	
  determining	
  decisions	
  
that	
  current	
  users	
  of	
  the	
  product	
  have	
  made	
  in	
  their	
  processes	
  and	
  how	
  the	
  
company	
  can	
  apply	
  this	
  feedback	
  to	
  ensure	
  future	
  conversions	
  via	
  
www.CJexchange.com.	
  	
  The	
  goal	
  of	
  the	
  new	
  site	
  is	
  to	
  expand	
  the	
  current	
  market	
  
reach	
  in	
  the	
  Criminal	
  Justice	
  Systems’	
  refined	
  niche.	
  	
  While	
  providing	
  modified	
  
formats	
  of	
  the	
  current	
  training	
  program	
  for	
  much	
  less	
  to	
  students	
  of	
  the	
  Criminal	
  
Justice	
  System,	
  and	
  those	
  who	
  are	
  just	
  genuinely	
  interested	
  in	
  the	
  content—
www.ForensicDeathInvestigation.com	
  will	
  remain	
  to	
  ultimately	
  support	
  the	
  
traditional	
  aspects	
  of	
  the	
  4	
  P’s	
  of	
  marketing	
  (product,	
  price,	
  placement,	
  promotion).	
  	
  
Understanding	
  the	
  current	
  decision-­‐making	
  behaviors	
  of	
  the	
  current	
  market	
  will	
  
lead	
  to	
  increased	
  conversion	
  rates	
  with	
  experiences	
  that	
  have	
  been	
  dictated	
  by	
  the	
  
user’s	
  very	
  experiences	
  and	
  needs.	
  	
  Through	
  the	
  evaluation	
  of	
  this	
  chart,	
  it	
  is	
  safe	
  to	
  
say	
  that	
  IFFE	
  has	
  valuable	
  insights	
  in	
  place	
  that	
  will	
  lead	
  to	
  effective	
  development	
  
and	
  successful	
  launch	
  of	
  the	
  new	
  resources	
  that	
  are	
  being	
  developed	
  to	
  target	
  the	
  
very	
  users	
  who	
  have	
  inadvertently	
  been	
  ignored	
  by	
  the	
  company.	
  	
  Internet	
  
developments	
  and	
  marketing	
  opportunities	
  are	
  opening	
  doors	
  that	
  allow	
  IFFE	
  to	
  see	
  
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Aaron	
  Abbott—www.BrandLessBox.com	
   8	
  

where	
  the	
  business	
  model	
  must	
  and	
  can	
  shift	
  in	
  order	
  to	
  stimulate	
  more	
  users,	
  
based	
  on	
  their	
  behaviors	
  and	
  decisions.	
  
                             	
  

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How Do Your Customers Make Buying Decisions Aaron Abbott

  • 1.                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com   1     How  Do  Your  Customers  Make  Buying  Decisions?   Aaron  M.  Abbott   www.BrandLessBox.com   January  10,  2010     The  following  flow-­‐chart  uncovers  the  buying  process  of  the  consumer  and   how  to  effectively  implement  existing  insights  and  future  developments  to  assist  the   consumer  to  a  successful  conversion  determined  by  the  company—The  Institute  for   Forensic  Education  (IFFE).     Stage  1       Consumer:  unaware     Company:  generates  awareness  (of  need,  product  or  service)         Existing  Tactics:     PPC  ads,  Social  Networks,  New  site  development         The  current  efforts  of  IFFE  have  built  a  recognizable  and  respected  brand   amongst  the  primary  target  market  (the  teachers  and  schools)  within  the  Criminal   Justice  System.    However,  the  secondary  market,  the  actual  primary  users  of  the   training  resources  (the  students),  has  had  little  to  no  exposure  to  the  training   resources.    IFFE  relies  on  word  of  mouth  from  the  existing  primary  target  market.     IFFE  has  recognized  that  the  students  are  unaware  of  the  training  resources  and  the   very  purpose  of  the  development  of  www.CJexchange.com  is  to  expose  the  students   to  these  resources,  and  provide  them  with  access  to  the  entire  video  library  at  very   affordable  rates,  for  the  duration  of  their  semester—in  tandem  with  a  slew  of  Web   2.0  tools  and  solutions.    Using  varied  social  networks  and  viral  marketing  efforts  
  • 2.                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com   2   will  stimulate  word-­‐of-­‐mouse  campaigns  that  will  be  supported  with  strategic  PPC   and  display  ad  campaigns  that  will  uncover  the  brand  that  IFFE  has  built  amongst   the  student’s  instructors—the  existing  primary  target  market.    The  students  have   not  been  ignored.    IFFE  has  attempted  to  provide  distribution  opportunities  to  the   schools  using  existing  resources,  but  the  process  is  too  involved  and  the  aching   economy  has  not  helped  in  any  way.    IFFE  will  now  go  directly  to  the  students  in  an   effort  to  engage  these  consumers  in  a  way  that  will  make  them  aware  of  the   resources  and  aware  that  they  can  afford  them,  and  that  the  use  will  benefit  their   educational  goals.       Stage  2       Consumer:  aware  of  need,  develops  specificaBon       Company:  posiBon  features,  benefits  and  brand           Existing  Tactics:     SEO,  Focus  groups           IFFE  has  conducted  focus  group  studies  that  have  provided  feedback  to  the   fact  that  the  students  love  the  resources  and  that  they  are  willing  to  spend  up  to     $60.00  dollars  for  the  program.    While  students  in  general  are  unaware  of  the   existence  of  the  training  videos  and  resources  that  currently  exist—unless  they  have   been  exposed  to  it  by  a  purchasing  institution,  or  via  search  engine  research—those   that  have  seen  the  product  have  commented  on  the  value  they  see  and  how  much   they  can  benefit  from  the  exposure  to  the  content.    The  students  are  aware  they   have  limited  exposure  to  footage  of  crime  scenes  resulting  in  death  and  autopsies.     With  this  knowledge,  IFFE  is  able  to  confidently  step  forward  in  knowing,  as  more   specific  needs  surface,  implementation  will  lead  to  conversions  as  long  as  the  
  • 3.                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com   3   market  can  understand  that  IFFE  provides  what  they  need.    Specifications  of  the   potential  market  implemented  by  IFFE  will  allow  the  company  to  corner  the  market   that  already  has  no  true  competitor  in  relation  to  the  substance  of  the  product.    The   brand  will  become  recognized  as  an  innovator  and  leader  in  providing  training   solutions  and  tools  via  the  Internet  for  the  Criminal  Justice  System  as  students   purchase,  use,  and  communicate.    Providing  access  to  message  boards,  blogs,  and   even  opt-­‐in  e-­‐mails  will  provide  stronger  branding  and  an  ability  to  hold  the   position  as  the  leader  in  the  market  for  providing  the  specified  benefits  of  these   resources—as  dictated  by  the  users  themselves.     Stage  3       Consumer:  supplier  search       Company:  generate  leads  (engage  and  capture  interest)               Existing  Tactics:     Partnerships,  PPC  ads,  Search  Engines         As  the  consumer  begins  to  actively  seek  solutions  to  their  perceived  needs,  it   is  the  responsibility  of  the  company  to  position  itself  in  such  a  way  that  they  can   easily  be  found.    Whether  this  be  through  strategic  PPC  campaigning,  or  through   viral  campaign  efforts,  the  customer  must  be  able  to  find  the  resources,  and  know   that  these  are  the  resources  they  must  utilize  to  satisfy  their  need.    Currently,  IFFE  is   ranked  1st  on  many  related  keyword  searches—which  direct  the  Internet  user  to  the   current  solutions  at  www.ForensicDeathInvestigation.com.    Once  the  new  resources   are  ready  for  launch,  implementation  of  links  and  information  to  the  new  site  from   the  existing  site  will  prove  to  be  a  great  gateway  to  generate  qualified  leads;  while   being  supported  by  the  existing  network  of  content  users  that  has  been  built  over  
  • 4.                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com   4   the  past  5  years.    IFFE  is  also  involved  with  link  and  banner  exchanges  with  3   different  Criminal  Justice  System  Web  sites.    Additionally,  these  will  prove  to   valuable  lead  generation  vehicles.    With  products  that  are  made  with  these  users  in   mind,  when  they  find  the  resources,  their  decision  making  process  will  be  supported   and  nurtured.    This  will  be  implemented  once  they  catch  the  IFFE  scent,  and  are  led   down  the  conversion  path.    Further,  previews  are  in  place  to  engage  the  interest  of   the  customer  at  this  stage  of  the  decision  making  process.     Stage  4       Consumer:  evaluate  and  select     Supplier:  assist  purchase  decision           Existing  Tactics:     SEO,  Organic  searches,  Current  branding,  Previews         With  strongholds  on  keywords  as  CSI  training,  Forensic  training,  and  others,   it  will  be  very  hard  for  any  would  be  competitors  to  rise  above  the  current  organic   search  engine  rankings  IFFE  has  earned.    It  is  the  responsibility  of  IFFE  to  use  this   opportunity  to  allow  future  users  to  be  able  to  get  the  necessary  information  in  their   evaluation  and  selection  of  these  training  resources  they  are  in  need  of  to  support   their  education.    They  are  wondering  how  much  they  have  to  spend,  what  they  are   going  to  get  from  the  purchase,  and  what  value  the  product  has  for  them,  as  well  as   for  peers  in  their  associated  market.    With  such  institutions  as  the  FBI  Training   Academy,  and  other  international  agencies  utilizing  the  existing  resources,  brand   value  is  supported  and  will  assist  in  this  phase  of  the  decision  making  process.     Showing  the  students  that  the  schools  pay  nearly  $800.00  dollars  for  these   resources,  and  that  they  are  being  provided  with  the  same  solutions  under  $60.00  
  • 5.                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com   5   dollars  should  assist  further  in  the  value  they  are  receiving  directly  from  the   producer.      With  reputation  in  place,  and  more  than  100  Universities,  Institutions,   and  Agencies  already  having  implemented  the  resources  into  their  curriculum,  the   consumer  will  have  confidence  in  the  purchase  they  are  going  to  make.    Further,   they  will  understand  why  they  are  making  the  decision  to  purchase.    They  need  to   be  exposed  to  this  content,  and  this  content  is  found  nowhere  else.     Stage  5       Consumer:  purchase       Company:  facilitate  purchase               Existing  Tactics:     Security  Certificates,  PayPal         Once  the  consumer’s  mind  is  made  up  and  they  are  ready  to  make  the   purchase,  IFFE  must  facilitate  this  action  with  as  simplified  a  process  as  possible.     Studies  and  direct  experience  have  proven  how  frustrated  the  consumer  can  get  in   this  process,  ultimately  leading  to  abandonment  and  a  failed  conversion.     Alternative  payment  options  should  be  in  place—such  as  PayPal,  Google  Checkout,   and  even  an  internal  processing  feature  supported  with  SSL  certificates.    Security   verification,  such  as  Hacker  Safe  and/or  McAfee  Secure  will  facilitate  this  confidence   that  their  transactions/data  are  safe  and  secure.    When  the  consumer  chooses  to   utilize  PayPal,  or  the  like,  they  are  comfortable  with  the  process  those  services   institute.    However,  for  those  who  choose  to  make  the  purchase  within  the   architecture  of  IFFE’s  site,  the  process  must  be  as  minimal  as  possible.    Ask  the  least   amount  of  information  while  reinforcing  the  time  necessary  to  complete  the  
  • 6.                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com   6   transaction.    The  process  is  facilitated  with  a  user  conscious  and  willingness  to   convert.    IFFE  has  some  of  these  features  in  place,  and  all  have  proven  to  be  valuable   in  the  course  of  the  growth  of  the  company  and  the  brand.    One  feature  IFFE  must   implement  is  the  ability  for  the  consumer  to  call  in  via  telephone  to  place  their   orders  directly.    Consumers  have  called  in  the  past  with  this  very  need  in  mind.     Another  consideration  is  to  have  those  users  who  registered  to  preview  training   samples,  have  their  account  information  automatically  filled  in  when  they  arrive  on   the  purchase  page.     Stage  6       Consumer:  post-­‐purchase  evaluaBon  and  feedback     Company:  support  product  use  and  retain  business           Existing  Tactics:     Lifetime  guarantee,  Unlimited  access,  Direct  contact         Some  users  will  decide  to  purchase  the  physical  DVD  training  set.    While   other  users  will  choose  to  purchase  Online-­‐only  access  to  the  training  resources.     When  a  consumer  purchases  the  physical  DVD  training  set,  they  are  given  lifetime   access  to  the  Internet  resources.    They  are  required  to  register  their  product  and   complete  their  user  profile  (including  current  e-­‐mail  and  contact  information).    In   either  case,  IFFE  is  guaranteeing  some  form  of  direct  contact  to  each  and  every  one   of  the  users.    Surveys  will  be  implemented  in  the  post-­‐purchase  time  period.     Conversion  of  surveys  will  be  supported  with  promotions  that  will  provide  the   consumer  with  access  to  free  downloads  otherwise  unavailable.    Auto-­‐responders   will  be  implemented  in  the  post-­‐purchase  process  that  will  provide  the  consumer   with  opportunities  for  feedback  and  input.    Users  will  also  be  made  aware  to  look  
  • 7.                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com   7   out  for  future  updates  and  product  releases.    Lifetime  guarantees  are  provided  on   the  physical  DVD  set’s  and  it  will  be  advantageous  to  the  company  to  create  a   feedback  forum  that  will  allow  those  in  the  post-­‐purchase  phase  to  post  their   comments  of  the  value  they  find  in  the  resources.    Contact  numbers  are  prominently   displayed  and  operators  can  be  reached  24-­‐hours  a  day.    IFFE  will  always  ask  for   input  on  what  the  market  needs  and  do  all  it  can  to  provide  them  with  these   solutions  as  soon  as  realistically  possible  with  the  existing  resources  of  the   company.     Conclusion     The  preceding  flow-­‐chart  surmises  the  six  stages  of  consumer  decision-­‐   making/buying  process  for  www.CJexchange.com.    Please  be  aware  that  the  site  is   still  under  construction  and  IFFE  will  use  insights  based  off  user  experiences,   feedback,  and  comments  from  their  primary  Web  site,   www.ForensicDeathInvestigation.com.    The  goals  include  determining  decisions   that  current  users  of  the  product  have  made  in  their  processes  and  how  the   company  can  apply  this  feedback  to  ensure  future  conversions  via   www.CJexchange.com.    The  goal  of  the  new  site  is  to  expand  the  current  market   reach  in  the  Criminal  Justice  Systems’  refined  niche.    While  providing  modified   formats  of  the  current  training  program  for  much  less  to  students  of  the  Criminal   Justice  System,  and  those  who  are  just  genuinely  interested  in  the  content— www.ForensicDeathInvestigation.com  will  remain  to  ultimately  support  the   traditional  aspects  of  the  4  P’s  of  marketing  (product,  price,  placement,  promotion).     Understanding  the  current  decision-­‐making  behaviors  of  the  current  market  will   lead  to  increased  conversion  rates  with  experiences  that  have  been  dictated  by  the   user’s  very  experiences  and  needs.    Through  the  evaluation  of  this  chart,  it  is  safe  to   say  that  IFFE  has  valuable  insights  in  place  that  will  lead  to  effective  development   and  successful  launch  of  the  new  resources  that  are  being  developed  to  target  the   very  users  who  have  inadvertently  been  ignored  by  the  company.    Internet   developments  and  marketing  opportunities  are  opening  doors  that  allow  IFFE  to  see  
  • 8.                                                                                                                                                          Aaron  Abbott—www.BrandLessBox.com   8   where  the  business  model  must  and  can  shift  in  order  to  stimulate  more  users,   based  on  their  behaviors  and  decisions.