Determining the right marketing channel mix starts with understanding and targeting the right consumer
Editors note: This article is part three of a four-part series.
In parts one and two of this series, we used the example of a fast food restaurant to examine the reverse funnel. We looked at sales figures to determine where sales were coming from. Then we examined consumer clusters. In part three we look at the product and channel mix that would persuade these consumers.
In our fast food restaurant example, we saw the following sales goals and buyer profile for each product:
From here, the reverse funnel gets bigger and more complex as we study the messaging channels for each group and then find common channels.