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[STK]
[IN] FIN ITE ECM
[SU] SVY
TO BUSINESS, EDUCATION, AND TECHNOLOGY EDITORS:
New Approaches in Consumer Education - A Marketing Tool
SALT LAKE CITY, April 24, 2014 /PRNewswire/ -- Industry research shows
many companies may be missing a critical piece in their brand and
product strategies: consumer education. A necessity with today's
information-driven buyers, contemporary consumer education strategies
center on providing consumers with objective, useful information to
foster loyalty, brand differentiation, and improved sales.
Drawing on results spanning several industries, Allen has identified
three consumer education emphases that correlate with strong business
results: messaging, brand perception, and user experience design. In
an education series entitled the New Brand Landscape; Allen provides
the latest industry research and a review of evolving best-practices.
Controlling Messaging
In today's markets, consumers actively "pull" information to support
purchasing decisions and evaluate competitive differences. To account
for this, organizations should invest in education before the moment
of purchase. Research from Next Century Media suggests that companies
who invest in targeted, educational assets, foster consumer bases who
are 29 times more likely to buy.
Improving Brand Affinity Consumers are actively seeking out product
messages. As a result, contemporary brand strategies deliver
educational content to the consumer through online applications and
tools, rather than ads alone. When executed correctly, such strategies
improve brand perception and sales. According to Next Century Media,
consumers who encounter valuable educational tools freely are: . 97%
more likely to tell friends about their experience . 94% more
satisfied with their purchase
Designing the User Experience
Lastly, industry analysis points to online user experience as a
shaping force in the way consumers think about brands and products.
The shift in online culture has created a context in which consumers
want to engage with products, through meaningful, bite-sized
education.
"Strong consumer education assets are creating measurable competitive
advantages for our partners," notes Ron Zamir, Allen CEO. "Allen
therefore advises its partners to implement proven strategies and
create prime customer education assets quickly, since these assets
will increasingly inform buying decisions in the new brand landscape."
Follow Allen's discussion of the New Brand Landscape here:
http://bit.ly/brandscape www.facebook.com/AllenComm
www.twitter.com/AllenComm.
About Allen Communication Allen (www.allencomm.com) offers
award-winning expertise in brand education and instructional design.
We provide innovative educational strategies focused on improving
human and business performance.
SOURCE Allen Communication Learning Services
-0- 04/24/2014
/CONTACT: Bridget Fowers, Allen Communications, bridgetf@allencomm.com, 801-799-7288http://www.allencomm.com
/Web Site: http://www.allencomm.com
CO: Allen Communication Learning Services
ST: Utah
IN: FIN ITE ECM
SU: SVY
PRN
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0000 04/24/2014 23:30:00 EDT http://www.prnewswire.com
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