Marketing Mathematics (1)

Quantitative Reasoning

Today, I got amala from Iya Moria 

But I wasn't going to.

I didn't include “get amala from Iya Moria” on my to-do list.

A chain of events that led to that.

I watched Adesua and Jemima’s amala challenge YouTube video the night before.

Then, I saw a food content creator’s review of the amala.

The next day at work, I got a notification from SeamlessHR that it was my work anniversary.

Then someone in my office said they were going to get amala from Iya Moria on Chowdeck.

And I said “order for two.” and gifted myself on my work anniversary.

Brand communications should include a sequence of interactions that nudge your target audience towards a purchase/signup decision and build up to positive sentiments about your brand.

So that your brand is top-of-mind for the procurement of the products/services offered and recommendations for these products/services.

You might chalk up purchase decisions to providence (which can certainly be a factor).

But logic can work in your favour too. 

First, the content creator had a good experience so he gave a positive review. 

Secondly, I did not have to go all the way to the University of Lagos where it’s located. The restaurant had been onboarded by a food delivery vendor and I got my meal in less than 30 minutes.

The convenience certainly helped.

The right marketing equation would; 

identify touchpoints plus prioritize great user experience, 

divide and conquer through repurposed content across different channels so the target audience can find the product or service.

find ways to multiply visibility through user generated content and referrals.

*Today was February 7, 2023

Yes, I wrote this a while ago.