CHAPTER 7:INDUSTRY

ARCHETYPES AND BEST

PRACTICES

Prepared by: Rhomina Amorosa

Digital Marketing Class
Prof. Bong De Ungria
LEARNING OBJECTIVES:

- Learn the four major industry archetypes

derived from the five A’s framework

- Learn how other industries cope with

different challenges

- Draw insights on how to win in a specific

industry by comparing the Brand Advocacy
Ratio (BAR)
FOUR MAJOR ARCHETYPES

Customer Behavior

- Have prior expectation - Lengthy and thorough - Highly involved in - Purchase is mostly
and preference evaluation before buying purchase decision planned

- Have low attachment - Involve multiple - Have confidence in - Trust real experience,
toward brand stakeholders brand quality not claims

Industry Characteristics
- Aggressive branding and - Commoditized offerings - Reputable image from - Competing brands can
marketing quality association easily be compared
communications - Similar positioning
among competing - Strong influence from - Product is paired with
- Many competing brands brands word of mouth strong customer
experience
DOOR KNOB

- A pattern where there is great awareness, slightly lower appeal but there is
low curiosity i.e. ask.
- Acting is leveled with appeal and advocating is at level with ask.
- This situation is typical for low cost products that have a lot of competitors
and simple characteristics.
- Based on first impression, the best course to ensure phase Act i.e. buying the
product, would be to just have the product look really nice

- Example : Consumer Packed Goods (CPG)

GOLDFISH

- Pattern which is very problematic (at points A2, A3, A5 meaning appeal, ask
and advocate)
- High awareness as you inform the public. Low appeal is due to high
competition on the market meaning, hard to distinguish yourself from others
.Hard to convey a quick message.
- This leads to a high Ask rate as customers try to find what customers needs
- A5 or advocacy is also a great problem

- Example : Business to Business (B2B) situations (automobile industry)

TRUMPET

- When it comes to act, meaning buying it falls flat.

- Only slightly higher amount of customers will advocate the product.
- Not a lot of people can afford the product yet more people advocate it
even though they never bought it.

- Example: Rolex, Louis Vuitton

FUNNEL

- The only pattern which involves the customer on each stage to reach
advocacy as the dispersal rate of the customers is standard and steady.
- Customer experience is the greatest factor since they are a part of each
stage. Each stage must be taken care of at all times.

- Example: Telecomms
BOW TIE

- Ideal pattern, this a situation where there is great awareness, slightly less
appeal, slightly less questioning (Ask), a lot of people Act (buy) and even
more Advocate.
- This means that all of the people that see your brand will advocate it even
though they didn’t buy the brand.
- Perfect BAR score of 1 (aware = advocate) and (appeal = act)
- The four customer path patterns (door knob, goldfish, trumpet and
funnel) should strive to obtain this perfect bow tie pattern
IMPROVING COMPANY PATH ACROSS THE
INDUSTRY ARCHETYPES
FOUR INDUSTRY BEST PRACTICES
FOUR INDUSTRY BEST PRACTICES
1) High Median Bar and Narrow Bar Range
– success is determined by channel proximity and accessibility to key
markets

2) High Median Bar and Wide Bar Range

– key success factor is brand management

3) Low Median Bar and Wide Bar Range

– key success factor is service management

4) Low Median and Narrow Bar Range

– key success factor is sales-force management
APPLICATIONS TO MOBILE INSURANCE

o Mobile Device Insurance and

Protection

 24-hour device replacement (lost,

stolen, or damaged)

 Locate and Alarm (Mobile app also

enables you to locate your phone,
secure your privacy.

 Content Back-up (contacts, photo,

video)

 Technical Support and Tutorials -

One Click Tech Advisor or Personal
assistance with one simple call to
resolve any technical question
APPLICATIONS TO MOBILE INSURANCE

Funnel Archetype
- customer experience really matters, need to focus on customer experience
innovations since technology is our business, more focus on R&D to better
understand how we can serve well our customers, increase commitment and
increase affinity from our subscribers.

Success Factor
- Service Management
THANK YOU….