Successful marketing campaigns build demand for the product on a proactive basis, as compared to reactively trying to fulfill existing customer demand. If successful, the potential customer’s purchase decision will switch from a question of “should I purchase this product” to “when will I buy this product”.
Equally import is the idea that any marketing strategy will need to get in front of customers on a frequent basis. Marketers can’t expect they will reach a potential audience on a single occasion and forever be ingrained in the audience’s memory. It will take many iterations and points of contact with the customer for them to be comfortable with your product or service.
Try This: Target potential customers prior to their purchase decision. Build a promotional calendar looking outward at least 2-4 weeks in advance of certain opportunities or events that could be triggers for customers to buy. The content you deploy across various marketing channels will help shape and/or pre-determine their motivations and purchase intentions.
Avoid This: Don’t wait until your customer is ready to purchase in order to get in front of your audience. In doing so you will open the door for competitors to grab more market share and not build enough lead time for your messaging to sink in.