consumer lifecycle stages

Employing OOH to Aid with Customer Lifecycle Marketing 

Customer lifecycle marketing is a strategic approach that focuses on initiating and nurturing relationships with customers at each stage of their journey with a brand. It encompasses the entire customer lifecycle, from initial awareness and acquisition to engagement, conversion, and retention. Leveraging Out-of-Home (OOH) advertising as a key component of customer lifecycle marketing presents a unique opportunity to engage with consumers at various touchpoints throughout their journey, reinforcing brand presence, delivering targeted messaging, and fostering meaningful connections. This comprehensive and strategic use of outdoor advertising can significantly enrich and optimise the customer experience while driving long-term brand loyalty and advocacy.

What is Customer Lifecycle Marketing and Why is it So Important 

Customer lifecycle marketing involves the strategic management of customer relationships and interactions at every stage of the buying cycle. It is important because it allows businesses to holistically engage with their customers, create personalized experiences, and cultivate lasting customer loyalty. By addressing the needs and preferences of customers at each stage of their journey, brands can tailor their messaging and offerings, ultimately driving customer satisfaction, retention, and advocacy.

Understanding the Stages of Consumer Lifecycle Marketing

The customer lifecycle journey encompasses distinct stages, each playing a crucial role in guiding consumers from initial awareness to brand loyalty and advocacy. Understanding and effectively engaging with customers at each stage is essential for building lasting relationships and driving long-term brand success. Let’s delve into the six key stages of the customer lifecycle journey in detail.

Awareness

The awareness stage marks the initial encounter between consumers and a brand. At this early stage, consumers become aware of the brand, its products, and its messaging. Through strategic marketing efforts, including advertising and content marketing, brands aim to capture the attention of potential customers and introduce them to the value and identity of the brand.

Desire

During the desire stage, consumers develop a deeper interest in the brand and its offerings. Effective messaging and branding efforts create a sense of desire and aspiration, positioning the brand as a compelling solution that fulfills the needs and desires of the consumers.

Intent

As consumers progress through the intent stage, they exhibit a clear inclination towards exploring the brand further. Intent is demonstrated through actions such as researching the product or service, seeking additional information, and actively considering the brand as a potential solution to their needs or desires.

Decision

The decision stage is characterised by consumers weighing their options and evaluating the brand against its competitors. During this critical phase, consumers narrow down their choices and make an informed decision regarding whether to proceed with a purchase or engagement with the brand.

Action

In the action stage, consumers take the desired action, whether it’s making a purchase, signing up for a service, or engaging with the brand in a meaningful manner. This stage represents the culmination of the consumer’s journey towards conversion and engagement with the brand.

Loyalty

The loyalty stage reflects the ongoing relationship between the brand and the consumer. At this point, consumers have demonstrated loyalty to the brand through repeat purchases, positive word-of-mouth, and a strong affinity towards the brand. Building and nurturing brand loyalty is essential for encouraging repeat business and creating brand advocates who positively influence others’ perceptions of the brand. 

Understanding and optimising marketing efforts to align with each stage of the customer lifecycle journey is fundamental for fostering meaningful relationships, driving conversions, and cultivating enduring brand loyalty. 

Using OOH for Customer Lifecycle Marketing

Creating a Marketing Strategy

Developing a comprehensive lifecycle marketing strategy necessitates a deep understanding of the customer journey, insights into consumer behaviour, and an integrated approach that aligns marketing efforts with each stage of the customer lifecycle. This includes segmenting customers based on their lifecycle stage, crafting personalised communications, and mapping touchpoints where out-of-home can effectively engage with consumers.

The Various Lifecycle Marketing Campaigns 

Effective lifecycle marketing campaigns encompass multiple stages of the customer journey, including:

Awareness Campaign: Generating brand and product awareness through outdoor ads in high-traffic areas and key consumer touchpoints.

Engagement Campaign: Leveraging interactive and visually compelling OOH elements to encourage consumer engagement and interaction with the brand.

Conversion Campaign: Utilising targeted out-of-home advertising messages to drive action and prompt consumers to make a purchase or initiate a transaction.

Retention Campaign: Deploying OOH ads to reinforce brand loyalty, communicate exclusive offers, and nurture ongoing relationships with existing customers.

8 Reasons Why OOH Can Help with Customer Lifecycle Marketing

1. Omnipresent Brand Exposure: OOH provides continuous, physical brand exposure across diverse consumer environments, ensuring consistent visibility and reinforcement across various lifecycle stages.

2. Multi-Channel Integration: Outdoor advertising campaigns can be integrated seamlessly with digital channels, offering a unified brand presence throughout the customer journey.

3. Localised Targeting: OOH allows for localised and contextually relevant messaging, catering to specific consumer segments and lifecycle stages within specific geographic areas.

4. Creative Flexibility: Out-of-home advertising enables creativity, allowing for visually striking and engaging campaigns that resonate with audiences at different lifecycle stages.

5. Impactful Visual Storytelling: OOH advertising offers a platform for impactful visual storytelling, enabling brands to communicate their narrative and value proposition effectively.

6. Unobtrusive Engagement: Billboard advertising engages consumers in a non-intrusive manner, offering them the freedom to interact with the brand on their terms at various lifecycle stages.

7. Real-time Relevance: OOH campaigns can be contextually relevant and timely, addressing consumer needs and preferences at specific lifecycle touchpoints.

8. Long-term Brand Recall: Outdoor advertising fosters long-term brand recall and recognition, contributing to sustained customer awareness, retention, and advocacy throughout the customer lifecycle.

Final Thoughts 

In conclusion, employing outdoor advertising as a strategic component of customer lifecycle marketing can significantly elevate the customer experience, drive engagement, and foster enduring customer relationships. By leveraging the power of OOH throughout the customer journey, brands can craft personalised, impactful, and contextually relevant campaigns that resonate with consumers at every stage of their lifecycle. As consumer behaviours and expectations continue to evolve, integrating OOH into the broader customer lifecycle marketing strategy offers brands a holistic and effective approach to engage, retain, and delight their customers, ultimately driving long-term brand success and customer loyalty. 

Please get in touch with the team today who will guide you through the costs and process of an outdoor advertising campaign matt@amplifyoutdoor.co.uk / 01202 670687 



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