Six principles of effective consumer education

The homeowner who is planning to build, renovate or undertake a decorating project has important decisions to make and has to invest wisely. Today's consumers are increasingly discerning and acutely aware that making important decisions on impulse at retail level can be a minefield of potential disasters.

The chief drawback of leaving the decisions until the shopping expedition is that most consumers find the variety of choices overwhelming. Likewise, sales personnel on the shop floor are generally not equipped to provide the depth of both generic and brand information that should inform the consumer's choices.

This suggests that marketing to such consumers requires a deeper approach than branding at retail level or through the mainstream avenues of creating brand awareness. Depth of approach can be achieved through consumer education, which is proving to be vital in building brands in this arena.

Six key factors

Succesful marketers suggest the inclusion of the following six key factors in your consumer education strategy:

1. Make it easy for the consumer to do the homework: The consumer will make a product choice before making a brand choice. So provide solid, credible, comprehensive information about the products and services on offer and provide facts that support your brand value.

2. Enable the consumer to compare apples with apples: Where possible, provide an information grid, which allows for real value comparison. While communicating your unique values is important, so is the comparative value of your product. Additionally, this approach establishes integrity and highlights your respect for the consumer's right to make an informed decision.

3. Consumers want unbiased recommendations: Customer testimonials remain the most effective form of creating product pull. Also ensure that consumers are given access to further references and supply professional credentials such as membership of a professional body, or other relevant certification or registration.

4. Understand the consumer's needs: Fundamental to building brand loyalty, this can be enhanced by creating dialogue with the consumer by providing an easily accessible platform for dealing with queries or providing information and advice. Take advantage of data research services that will provide insight into consumer requirements and behaviour, and then inform consumers of how you can meet their needs.

5. Understand the emotional value of your brand: Look at the psychological, social and cultural factors that influence the choices of consumers and use this knowledge to create an emotional bond with your customers. Ensure that a thread of emotional satisfaction and the promise of a positive experience are woven through all your communications with consumers.

6. Service is more important than the brand: Back-up and longevity are key if you are to retain brand loyalty. Provide concrete evidence of after-sales service and guarantees and deliver on this promise.
   

Since the homeowner responds positively to receiving solid product information long before the point of purchase, the message for marketers in this sector is that there should be a stronger emphasis on content-rich branded information delivered directly to the homeowner.