At Incaloop, we use our proprietary consumer DNA model to enable the brands we work with to grow through paid marketing. The consumer DNA model underpins our ad campaign planning and allows us to see how to most effectively take a consumer from unaware of your brand through to acquiring them as a customer using ads.
DNA stands for:
1. Drive Awareness
2. Nurture Prospects
3. Acquire Customers
Use this approach in your ad campaign planning to increase how relevant your ads are and increase the impact and return on investment from your campaigns.
Driving Awareness
At this stage, you’re marketing to a cold audience that doesn’t know who you are or what products and services you offer. Your job at this stage is to show the consumer what challenges and problems your product or service addresses and how it can benefit them. You want to touch on the features and benefits of the product or service you offer, but you want to primarily focus on the challenges and problems that you solve as this is more likely to resonate.
Nurture Prospects
Here you want to follow up with those that have shown initial interest in your drive awareness ads and warm them up even further. By targeting only those that have engaged with and shown interest in your drive awareness ads, you’re reaching an audience that you know are already somewhat interested, and you can focus in on nurturing them and sparking even more interest. The way in which you nurture this audience is by showing the features and benefits in more detail. You will have likely shown the consumer features and benefits at a top-line level at the drive awareness stage, but the chances are that the features and benefits won’t have fully sunk in yet.
Acquire Customers
If you get these first two phases of the Consumer DNA model right, you will have warmed the audience up enough that they are then receptive to messaging where you’re asking them to take an action. The third stage, acquire customers, is a really simple phase. At this stage, all you want to be doing is reaching the people who have come through the first two phases and are still showing interest in your ads, and asking them to take a specific action (e.g. fill in a form, download a document, purchase a product).
If you follow the consumer DNA model in your ad campaign planning, you’ll significantly increase your chances of running ad campaigns that deliver new customers and return on investment.
The consumer DNA model underpins all the planning we do at Incaloop. To learn more book a call with our co-founder, Jake Mason.
