Flip the Funnel: How to Use Existing Customers to Gain New Ones

THE ROLE FOR MARKETING

With the traditional funnel (A.I.D.A.), every stage of the process that corresponding to a distinct consumer behavior has an accompanying and defined role for marketing. For examples:

• ESTABLISHING awareness—typically via communication or messaging (advertising and the like)

• AROUSING interest—likewise via advertising, using emotion; using the ability to inform, educate, and provide necessary information and details

• CREATING desire—using trial, sampling, or more importantly, some kind of incentive in the form or promotions or special offers

• FACILITATING action—anything that helps bridge the gap between intent and commitment: in-store and online signage, offers—from 25 percent extra to free shipping

By the same token, A.D.I.A. has its own series of corresponding roles for marketing to play in terms of achieving the necessary stage of enlightened or evolved customer behavior.

Marketing’s goal in the case of acknowledgment is to CONFIRM it. Typically, confirmation has to take place EXPLICITLY between BOTH parties; it is decidedly mutual. The purpose at this critical stage of the flipped funnel is to show customers that they’re part of a process, that their business and patronage is important, and that the company in question is committed to nurturing a long-term relationship that will hopefully enjoy the fruits of repeat business. Without establishing the clear link between the A of action and A of acknowledgment, a vital connection to the rest of ...