How can KBB businesses make the biggest impact on clients?

Appealing to clients actively looking to make a purchase is particularly challenging for businesses operating in the KBB sector. Sean Dwyer, MD of marketing agency Door4, explores how to effectively navigate the complex customer journey

Sean Dwyer, MD of marketing agency Door4

As KBB businesses gear up for their winter campaigns and plan for the year ahead, understanding today’s customer journey can feel daunting. 

With a multitude of channels influencing purchasing decisions – from brand impressions during casual ‘doom scrolling’ to targeted engagement with consumers actively researching products – how can brands make the biggest impact, especially with limited media budgets?

To simplify the approach, let’s break the customer journey into three key phases: Living (doom scrolling), Learning (entering the market), and Buying (ready to purchase).

It’s more important than ever for KBB businesses to understand the importance of these phases. Effective campaign planning goes beyond catering to current market demand; it’s also about building future demand by engaging customers who are not yet in-market.

But why bother marketing to those in the Living phase, who aren’t actively looking to buy? It might seem counterintuitive, but data reveals that 82% of customers click on brands they recognise, and 71% value brand familiarity when making a purchase decision. 

 This underpins the long-standing 60/40 marketing rule, which suggests allocating 60% of your budget to future demand activities and 40% to immediate sales efforts. For high-value, infrequent purchases like kitchens, bedrooms, and bathrooms, this approach helps brands remain top-of-mind throughout extended consideration periods.

For the KBB sector, this balancing act is particularly delicate. Potential buyers are on a mission that involves comparing multiple brands, reading reviews, and seeking recommendations – a process that can take months. 

The challenge is to be visible across multiple touchpoints without appearing overly intrusive, maintaining a presence that subtly influences decision-making. Mapping the user’s journey helps you understand why your audience is in the market and what they need, allowing you to tailor your approach effectively.

Key triggers for KBB purchases often include moving house, renovations, wear and tear, or a desire for updated trends. Once the need is identified, 31% of in-market consumers visit product or brand websites, 55% use search engines, 41% look at consumer reviews, and 30% use price comparison sites, with social media also playing a notable role. The goal is to be visible in all these places, providing information, inspiration, and reassurance at every stage.

Standing out in this crowded marketplace requires a strategic blend of organic and paid search efforts, personalised content, and data-driven insights. Brands that understand customer intent and differentiate themselves from competitors are the ones that succeed in capturing the elusive in-market KBB customer.

 Ultimately, while it might seem overwhelming, you don’t need to do everything at once. If resources are limited, prioritise capturing those ready-to-buy audiences. As budgets increase, invest in engaging those ‘living’ next, and then expand to those in the learning phase. By continuously adapting your strategies to the evolving needs and behaviours of your audience, you can create impactful campaigns that resonate, influence, and drive commercial success in the KBB sector.

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