Section 1: Understanding your customer and the market
Section 2: Your vegan marketing toolbox
Section 3: Creating and carrying out your marketing plan

Recap, resources and support

What we've just learned

  • There are three stages to someone becoming a customer: awareness, evaluation and purchase.
  • You need a strategy to move potential customers from one to the next.
  • Once someone has become a customer, you shouldn’t stop there.  You need to move them from purchase into retention and then advocacy.
  • Keeping a customer and getting them to buy again takes only a fraction of the effort of finding a new one. 
  • When others start sharing your message on your behalf is when you become wildly successful.
  • Identify the tool or channel that you are going to use in each stage of your funnel and the strategy for pushing someone to the next stage of it.
  • It’s important to keep adding people to the top of the funnel.  The more people you make aware of your company the more people will move to the next stage.
  • Create content and campaigns for each level of your funnel.
  • Normalise the process of taking the next step in the funnel – use your advocates to show them people who did.
  • Find where people are stuck in your funnel and create content or action to move them along.
  • How quickly someone moves down your funnel will depend on the type and value of your product, but you can always shorten the process.
  • Use ‘re-marketing’ to remind people they were interested in you and to push them along their buying process.

Worksheets and downloads

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