Something that caught my attention this week was Tripwire marketing and like many of you, any new process/framework being discussed in Internet marketing circles gets me excited.
So what’s Tripwire Marketing?
It is a simple 3 step approach that is centered around the intended customer behavior.
Step 1: Defining or modeling the desired customer behavior at your store (online or offline). Your content on the website or off the website leads people to explore your products on your website.
Step 2: Identifying any deviations from this behavior. For example, people do not click through the article or the social post you put up to lead them to your products page.
Step 3: Focusing on the deviations and channeling your marketing money and efforts in correcting these deviations. Dropping in a coupon or a testimonial in the article or a strong call to action in your social post that entices the customer to click through to your website or product pages.
It is very likely to confuse this framework to tripwire offer which is the process of using an offer that can generate revenues to offset the overall cost of acquiring your customer.
Side Note: Tripwire marketing helps you to reduce the subsidy cost of marketing (the cost of marketing to everyone especially to the ones who will convert anyway) making it more effective.
My favorite example of this subsidy cost is the Adwords spends on branded keywords. Leave your comments if you agree to disagree!