3 Desire Level Boosting Alternatives and Tips on How to Use Them

Are you hoping to stay away from the crowded channels and engage with your target audience at the simplest second? If your answer is certain, it is likely that you need to know the possible paid sales choices in the need phase.

Too many advertisers stick to the basics: spending money on Google keywords, Facebook ads, and probably a few billboards or podcast spots.

On the other hand, here’s the problem: those channels are crowded and the competition is fierce. Ultimately, you end up paying top dollar for much less impact, and your profits are declining.

For many who are able to make themselves more transparent than the competition and tap into sales channels where their target audience is actually engaged, it’s time to rethink their approach. As Kieran and I discuss in a modern episode of Advertising and Marketing In Opposition to the Grain, one high-impact way to test this is necessity-phase selling.

In this post, we dive into what stage-of-need selling is and how to best use it to stand out from the rest of your marketing and capture your target audience’s attention at the most critical moment.

What is Need Stage Selling and Why is it Important?

I’ll be honest: Stage-of-Need (PoN) selling is a timeframe I made up. On the other hand, it’s a powerful and actionable method that Kieran and I use consistently to maximize our ad spend.

Need stage selling (PoN) is a tactic that addresses your target audience at the stage precise Second, they are more engaged and need something to do, like connecting to the Internet during a flight, anticipating a taxi adventure, or watching their favorite show.

Especially when standard commercials are becoming increasingly unnoticed or omitted, PoN selling is successful when your target audience is already laser-focused. So, as an alternative to forestalling attention in crowded channels, you are placing your logo in front of other people when they are most receptive and ready to pay close attention.

This increases engagement and can increase the likelihood that your message will stick and produce accurate results.

3 Ways to Incorporate Need-to-Sell Possible Choices

Not sure what the right way to start selling with PoN is? Kieran and I have you covered.

Learn to reshape your promotional plans with these 3 high-impact approaches, along with resources from HubSpot’s flexible promotional planning tools.

Let’s get started!

1. WiFi Sponsorships

Some of the most important possible choices for selling eco-friendly PoN are WiFi Sponsorships in Transportlike in airports or on trains. In fact, one of HubSpot’s most successful advertising campaigns for brand awareness and conversion was given right here by the tests of WiFi spots on airplanes.

We had hypothesized that this type of selling would reach other people when and where they were most attentive, and now we were right.

Imagine this: when people are on a plane, train, or subway, they are stuck. They can’t die, they are looking for something to do, and most importantly, they need to get online.

If the “value” of WiFi is watching a short-lived ad, users will continue to watch it until they get access to what they wanted in the first place, and that’s what makes this second PoN so powerful.

2. Concert Markets

Another untapped PoN option is In-app advertising on casual job market platforms like Lyft or DoorDash. Those are moments when consumers are checking out a time-dependent provider, an adventure, an offer, and very often they are another moment actively engaged with the app, checking out a change of state.

For example, take a look at the buyer’s delight when using Uber. When you open the app to call an adventure, you are immediately locked in the fun, checking the driver’s location, ETA, car description, and other details.

Suddenly, an app that was once built for transportation turns into a robust sales platform. Again, it’s because consumers are completely glued to their shows, willingly giving you their undivided attention, until they get the supplier they first ordered.

3. Free or low-value streaming services and products and merchandise

One last consistently outdated PoN choice is Over-the-Best (OTT) promoting free or low-cost streaming services and products and merchandise like Hulu or Peacock’s ad-supported version.

What’s particularly powerful about this method is that OTT allows you to reach a target audience that is already open to consuming content. They’ve already settled in to watch a movie or a full episode, so what’s another 30 seconds?

Additionally, with free streaming services and products, consumers already expect advertising as part of the experience, making them much more likely to engage with your message because it is a transparent part of the offering.

To learn more about how to access unexplored sales potential, watch the full episode of Promote and advertise Towards the Grain under:

This blog collection is in partnership with Promoting and advertising Towards the Grain, the video podcast. It delves into the insights shared by promotion leaders Kipp Bodnar (CMO of HubSpot) and Kieran Flanagan (SVP, Promoting and advertising at HubSpot) as they explore expansion strategies and hear from founders and friends of note.

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