You don't buy a drill bit, you buy your ability to deliver a project. You're not buying a gift or holiday, you're buying a memory. You don't buy a piece of clothing, you buy what you are using it to convey from work to the gym.
At Tipping Point we believe understanding your consumer, what they are trying to achieve and their sales cycle is the key to creating growth in a business.
With this information we can develop ideas and actions that generate a tipping point, an accumlation of how your products help the customer and how they can buy it. The elusive permission to purchase.
Creating a slice or snapshot of what the consumer needs to convert, from alignment to outcomes, a better media plan, a different content strategy or a faster way to market - all is possible once you know what the consumer is dealing with.
What are you trying to do with the business is where we start. Not in a big consulting firm way but in a way we can pin or asses actions against.
These will be a bit different from commercial objectives, we all have commercial objectives and they are simple - sell more, but the questions of who you want to be and why help steer our thinking
Where will growth come from and how will it be delivered really helps understand what media and marketing strategies to employ.
Can existing customers really buy more? What sort of churn exists? How long is the sales cycle? What else are they buying? How many customers do I truly need? Where will they come from?
All these questions provide data and insights into what campaign elements and thinking are necessary to include.
As an initial snapshot, we look at your market with a 20:60:20 lens.
20% of the market will be open to your message, 20% will be closed and 60% will available. Our job at Tipping Point is to really identify and understand that 60% and find the information that moves them from non-committed to becoming a customer.
It's where the small insights make the biggest differences.
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