- It combines the funnel (the consumer attrition from awareness through conversion to loyalty) with the Loyalty Loop
- It adds the much missed consumer into the equation. Not a consumer on their own, but consumers in numbers, interacting with each other
The image may be likened to a limb challenged squid, or one of Ricky Gervais' Flanimals, but if you take the time to follow it, it does actually serve as a beneficial framework for marketing and social marketing purposes.
The key factors are:
- The people flowing through the funneloop.
- Numbers are one thing...you need these of course.
- But specific audience segments, based around their passions, influence and value is a major, and potentially more important consideration
- Understanding how they interact with each other is also key
- The amount of attrition throughout the flow, the "leaky pipe", naturally, needs to be kept to a minimum.
- There will be leaks, so it's worth knowing where these occur, understand the reasons why, and have a baseline measure. This will enable you to see if these become larger than normal at any given time.
- Product, brand and fellow consumer experience post purchase, which will impact the decisions of those considering purchase. [ZMOT].
- The experience will also impact the number of customers (already purchased) who decide to turn right at the "Reconsideration point".
- Minimise the "left turners" and reduce churn rate.
- Build up advocacy and trust to drive Momentum.
- As well as the numbers and quality of consumers, enhancing the speed of flow will also increase conversion rates and repeat purchases.
- Make it easy and a great experience at every touch point for them. Momentum will be stimulated by achieving high degrees of advocacy and trust.