Customer Journey Through The Tourney

Happy March, everyone! It is my favorite time of year. Spring weather is here, and March Madness is just around the corner.

While many of us are focusing on buzzer beaters and bracket busters, business owners should be focused on improving the way their businesses get their customers to Know, Like, Try, Buy, Repeat and Refer their product. We call this the customer journey, and we visualize it with a tool called the Marketing Hourglass.

But ignoring basketball this month is easier said than done, I thought I might visualize the customer journey a different way – through the lens of a college basketball fan.

First Four – Know

The First Four is the official kick-off to March Madness, and it begins the Wednesday before the first weekend of the main tournament. This may be the first time you have heard of any of these teams, let alone watch them play. This would mirror the first time a customer encounters your business.

While you watch these early games, be aware of all of the ways new customers may encounter your business for the first time, and imagine different ways to reach more people.

Second Round – Like

The next step is to get this customer to like your business. New fans of basketball teams begin to like the team if they know enough about them to correctly predict a second-round upset.

For your business, you must strive to give potential customers great first impressions. Think about all of those customer touch-points in the previous round. Are there ways to improve the experience to create better impressions?

Third Round – Trust

Getting your customers to trust you is an important step towards turning them into paying customers. The Cinderella team you have been following earns your trust by winning another game. Not only are you rooting for them, but you are starting to believe they have a chance to win it all.

Like the team working hard for an upset, show your customers you are working hard to earn their trust, and they’ll start to believe in your business.

Sweet 16 – Try

Say your favorite new team has made it past the first weekend of the tournament. Games are now stand-alone, so more people are watching and cheering for every team. This is the first time a new fan can truly feel like a fan, a part of this team’s community.

The same goes for your business. Give your customers an experience to try and show them the value of your product. If they like what they experience, they will take the plunge and buy your product.

Elite Eight – Buy

Now it comes time for your customer to buy your product. During the tournament, this may be the stage when a new fan buys a t-shirt or some other memorabilia from the now improbable Elite Eight run.

For businesses, some of you may think this is the ultimate goal. It isn’t. You want to now shift your focus to turning these customers into continuing business.

Final Four – Repeat

Not every team makes it to the Final Four, just like your customers don’t always become repeat customers. The thrill of your chosen team making the Final Four is your reward for your support so far. Win or lose, this is exciting enough you’ll likely want to experience it again in the future. Your business is no different. Reward your customers for their business with great customer service or continued support, and they’ll keep coming back.

National Championship – Refer

This is the biggest step a customer can take for your business. Customers that continually refer your business to their family and friends are the best for the long term viability of your company. For the basketball team, win or lose in the national championship game, you’ll be telling your friends you were there to see their run to the final, and they should be fans too.

Referrals are the culmination of all of the steps that came before, and it is the championship trophy you should be seeking for your business.

Alex-Boyer-Photo-150x150-e1420769709443Alex Boyer is a Community Manager and Content Ninja for Duct Tape Marketing. You can connect with him on Twitter @AlexBoyerKC

How to Create the Perfect Customer Journey

photo credit: Reloj.cp via photopin (license)

photo credit: Reloj.cp via photopin (license)

The Marketing Hourglass is a powerful tool to map out your marketing efforts in a way that makes sense to everyone in your organization. Most marketers view the customer experience as a funnel, but we at Duct Tape Marketing know that the customer experience ideally goes beyond the point of sale.

Mapping it out in this way has helped many small businesses think about and improve upon their method of guiding customers. Having a game plan for your customers to know, like, trust, try, buy, repeat, and refer you is necessary to ensure your customers are taken care of across all levels of the customer journey.

Keeping tabs on how your brand is represented within the Hourglass mindset is equally important.   Follow the steps below to conduct your own Marketing Hourglass Brand Audit: 

Before you get started on the Marketing Hourglass:

Step 1: Define and sketch the makeup and personality of your ideal clients

Step 2: Discover your perfect value proposition

Step 3: Brainstorm and document your vision and goals

Step 4: Create your brand personality that represents your culture statement

Step 5: Outline branding guidelines – ie colors, fonts, images, etc.

Step 6: Create a brand positioning statement including all the elements above

Once you complete the brand positioning statement, run through the following questions of the Hourglass to ensure your brand is consistent across all stages.  These questions are meant to get you started thinking through each stage. You may want to add more questions in as you go through the process.


–       Do your ads communicate the brand positioning statement? Do they target and connect with your ideal clients?

–       Do your social media accounts have consistent images and messages?  Are they promoted on your website?

–       Are your guest post contributions targeted towards your ideal clients audience base?

–       Are your keywords consistent and focused on monthly themes?

–       Are your local directories complete with your core difference and branding guidelines?

–       Do you have a systemized plan to handle all referrals that come in?


–       Do your print assets include your core message and brand personality?

–       Is your website consistent to your brand positioning statement and your writing style guide?

–       Do your logo and company name represent your brand positioning?

–       Do your business cards include your core difference?

–       Are your email signatures and tag lines consistent across your entire team?

–       Is your vision documented on your website for your ideal clients to relate to?

–       Is your website mobile responsive?


–       Are your newsletters consistent with your website branding?  Does the newsletter go out on a regular basis and include valuable content for your audience?  Is there an opt-in incentive for your newsletter?

–       Are your email campaigns consistent with you branding guidelines?

–       Do you follow monthly themes on your blog to establish your company as an expert on focused topics?

–       Do you regularly promote and monitor review sites?


–       What is your free or trial offering?  How do you encourage people to sign up for the free trial?

–       Is your follow up for the free trial consistent with your brand positioning?

–       Do your PowerPoint presentations match your website branding?


–       What is your starter offering?

–       What is your core offering?

–       What is your members-only offering?

–       Do your contracts and invoices match your brand positioning statement?

–       Do you have a detailed new customer kit once someone signs on as a customer?  If so, does this follow your brand positioning?


–       What are your add-ons to increase value?

–       What is your “make it easy to switch” offering?

–       What is your surprise gift to encourage repeat customers?

–       Do you have a targeted process to upsell to your current clients?


–       What are our strategic partner pairings?

–       How do you encourage your current customers to refer?  Do you share your ideal client personas?

–       Does your incentive for referrals tie in your branding and/or culture in some way?

The point of the hourglass metaphor is to get you thinking not only about how to generate and close deals but how to create the best possible experience as part of the plan.

Sara HeadshotSara Jantsch is the Director of Community at Duct Tape Marketing.  She is also a Marketing Consultant and has a strong passion for working with small business owners.  Interested in developing your own Marketing Hourglass with the Duct Tape team?  Click here to learn why a Duct Tape Marketing plan my be perfect for your business.