THE CONVERSION CYCLE

The conversion cycle is the series of steps that need to occur in order to have the viewer perform a desired action.

The first thing that needs to happen is to catch the attention of the viewer. Not only is this the first thing that needs to happen, it is also the most important, without the eyeballs, there is no one available to tread the path you have designed for them.

The next step is to move their attention to a subject of relevance to them. This may drop out many of the eyeballs, but that’s OK, you don’t want those anyway. The question to ask yourself, Are you capturing all the eyeballs of your market?, or a subsection of your market? Go for 100% of your market if possible. Now that you have the eyeballs of your market, what are you going to do?

Educate them! Give them some value or the promise of value if they do something. With vehicle advertising a transaction can’t take place from the side of the vehicle, so the promise of value needs to be given if they call, visit a website or store or go to an event. The value can fulfill an emotional need or be business intelligence that will help them succeed. You need to know your audience and what their hot buttons are and the graphic needs to appeal to their hot buttons. If you do these things, you will be very pleased with the results of your investment in large format printing. Anything less….is less.

You only go around once and each day there is only one day. How productive do you want that day to be? There are no re-do’s. There’s only less or more. You can’t re-do a day or a campaign. You can only do it better or worse. You can’t change history, but you CAN write history AND change the future! Change it for the better with large format digital graphics. Write your history the way you want it to be by doing those things that will make you successful.