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In my prior post I introduced the wonders of the 5 W's, and how you could benefit from utilizing this foundation of journalism in your efforts to innovate & develop potent marketing strategies. In this post I provide a peak into one of several dozen 5W's frameworks you can use to turbo-charge your marketing efforts.
5 W's Consumer Journey Framework
This framework
| WHAT? | WHEN? | WHY? | WHERE? | WHO? | HOW? | |
|---|---|---|---|---|---|---|
| Need / demand for product arises | ||||||
| Researching options | ||||||
| Decision-making process | ||||||
| Purchase & payment(s) | ||||||
| Delivery (& installation) | ||||||
| Product usage & maintenance | ||||||
| Product disposal | ||||||
| Repurchase & renewal |
2. Take each customer journey dimension (e.g., demand, search, purchase, etc.) through each of the 5W's, one at a time. Note that some of the Ws will be less relevant to some of the journey dimensions. Within each journey/W box, write as many ideas & thoughts that come to mind.
3. Redo the exercise a few days later and see what additional thoughts pop out of your mind. A little incubation period can reap serious dividends.
4. Now, with your fully blown-out matrix in-front of you, ask yourself the following questions:
- What new channels should I test to increase product awareness, improve product search, selling, & servicing ?
- What additional consumer needs are generated at various points along the consumer journey and how might I meet them? What complementary products can I offer?
- What new partnerships should I explore to provide greater value to customers at points along the journey?
- What marcom approaches should we test with certain customer segments, within certain contexts, or at different stages along the journey?
- What ways can I improve & influence the search & decision-making process for customers (specific customer segments)?
- What ways can I can improve the {purchase & payment, delivery & installation, usage & maintenance, disposal, repurchase & renewal} experience for customers / specific customer segments?
Use the tool & share your experience
So I'd like to ask each of you to try the tool out on a product or service that you currently sell or manage. After you have run through the tool and the battery of follow-up questions for improving your business, let me know what insights or ideas you were able to generate - I would love to hear about them, and have you share them with the rest of our marketing community.
And of course, please let me know if you have any questions along the way - I am more than happy to answer them.
Have fun, and I'm looking forward to hearing about the innovative ideas & insights you come up with!
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Related posts
So I'd like to ask each of you to try the tool out on a product or service that you currently sell or manage. After you have run through the tool and the battery of follow-up questions for improving your business, let me know what insights or ideas you were able to generate - I would love to hear about them, and have you share them with the rest of our marketing community.
And of course, please let me know if you have any questions along the way - I am more than happy to answer them.
Have fun, and I'm looking forward to hearing about the innovative ideas & insights you come up with!
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Related posts
- Innovation using analogous people, places & things (powerful tool)
Great post, Doug. I will give this a try and post my feedback.
ReplyDeletehi i'm given an assignment to compare any of the recent product which i have purchasedand write it in 5W model comparing it with any other competitors.But I dnt know from where to start can you help me out.....
ReplyDeletewhere can i get to know about the 5W model
ReplyDeleteHi Sweetha,
ReplyDeleteUnfortunately I'm unaware of any codified 5W models per se; however, what you can do is use the template in my post and replace the vertical list (i.e., Demand... Repurchase) with your company and your competitors. Then, you can analyze any difference your product and competitor products may have in terms of the different W's (e.g., are there certain occasions - i.e., 'When?' - when a competitor's product is more valuable than yours and its peers, are there certain types of people - i.e., 'who' - who are more drawn to one product over another. Get the basic approach?