On March 20th, The CATALYST had the pleasure of hosting an insightful and engaging workshop facilitated by Matt Dallas of Stroll on Marketing A-F, diving deep into redefining marketing through the A-F model. This session offered attendees a fresh perspective on promoting their businesses, themselves, and their brands with purpose and clarity.
Key takeaways from each stage of the model
Awareness
The first step is making sure the right people know who you are. Matt emphasized the importance of identifying your ideal client. This isn’t just about demographics, like age or location, but also psychographics — understanding their values, interests, and motivations. Finding the right methods to reach these people is equally crucial, ensuring your message lands in the right places.
Brand Positioning
Once you’ve captured attention, what do you want people to think about you? Brand positioning is all about defining what makes your product or service unique. Matt highlighted the power of emotions in marketing — the feeling of achieving a successful outcome, avoiding a negative consequence, or the fear of making the wrong choice. He also stressed the importance of internal alignment: your employees should understand and embody your mission, vision, and message.
Consideration Set
When people evaluate their options, they typically compare two or three choices. To stand out, you need to know your competition and decide if you’re addressing challenges proactively or reactively. Being aware of where you fit in this consideration set allows you to craft messages that resonate and differentiate you.
Decision
The moment of decision often hinges on minimizing negative factors. People naturally move away from friction in the buying process, so it’s essential to make things as smooth and simple as possible. If the process is complicated or overwhelming, potential clients may walk away. Streamlining choices and removing obstacles makes it easier for them to say "yes."
Experience
Finally, the post-purchase experience shapes long-term relationships. Satisfaction, as Matt explained, is the result of experience minus expectations. To exceed expectations, under-promise and over-deliver. Gathering feedback and acting on it is crucial for continuous improvement. Even small gestures can leave a lasting positive impression and create loyal advocates for your brand.
Future Behavior
What happens after they buy? Do they share about you? Are they repeat customers? What is your follow-up process? Can you market new products or services? Understanding and nurturing post-purchase behavior is key to building lasting relationships and creating brand ambassadors.
Takeaway:
Really look at each area (A-F), identify where you excel and where there is room for improvement. Make a plan to strengthen those areas that need additional focus and refine your marketing approach.
The A-F model offers a clear framework to guide your marketing efforts, from capturing attention to nurturing long-term relationships. Attendees left the workshop equipped with actionable insights to elevate their strategies and connect with their audiences more effectively.
Continue to check our calendar online for future workshops at The CATALYST.