Marc and all,
we had a talk with Iwona couple of days ago on which comes first: familiarity or usage?
In many recommendations research team says that we need to improve familiarity in order to improve usage. BUT> I always thought that familiarity comes with usage!
Is there any other way to increase familiarity? Do educational print? Anything else?
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Hi Katya,
I think it's both. In Switzerland we used events and other occasions to explain to consumers service elements and practical tips via a MT dummy and a quiz. It works quite well, however, the deep in familiarity comes from experience I think. The first introduction to them makes them a bit familiar and confident to use the service. When they actually use it, people more likely remember the elements - as well for a longer time - because they didn't just hear but feel it. Sounds maybe too logical... Looking forward to other comments here!!
Real, genuine familiarity comes after usage. To become really familiar (= part of consumers'personnal brandscape), you need to first build differentiation in order to exist, to be noticed; relevance comes next (being different without being relevant doesn't work). Then, after repeated usage, you will (or will not!) start to gain esteem (= how well you deliver the relevant difference you promised). And then, last but not least, familiarity will perhaps come. Familiriaty is something that comes with time. Something consumers will (or won't) give you. But in no case something you can buy: you have to earn it!
Too often, familiarity is mixed with awareness: so wrong! I have 100% awareness of Ben Laden but no single familiarity with him (he's clearly differentiated but absolutely not relevant to me! Game over!).
Great topic.
agree that familiarity comes with usage. but can familiairty drive usage? if yes, do you think "free transaction" coupons can work (but with very targeted distribution to non-users only)?
theoretically - this can be an easy win?
Familiarity can definitely maintain and therefore, yes, drive usage. The more familiar you are with a product/service, the more likely you will be to use it and use it again.
That said, offering free tx coupons to non users is not what I would call "familiarity". It has more to do with unlocking resistance/overcoming barriers, using a trojan horse (= the coupon), in order to create a compelling experience that will potentially build relevant differentiation and then esteem. If repeated again and again (beyond free coupons!), it could then become genuine familiarity.
what you are saying - a person will be genuinly familiar when he also pays for the service.. sounds reasonable.
so, as we can not get new users via building familiarity. but can we increase usage among those who tried by improving familiairy? ca we actually improve it once consumer is in location? will itinfluence his future loyalty?
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