What is Simonson & Rosen’s Influence Mix, and what are best practices, tools and online templates for teams and organizations?
Definition of Simonson & Rosen’s Influence Mix
Simonson and Rosen’s Influence Mix is a tool to help marketers think about the impact of social media sites on customers’ purchasing decisions, in order to help them develop a successful marketing strategy. In their book Absolute Value, they describe three main factors which influence customers’ decisions. These include: Prior Preferences (P), Information from Marketers (M), and Input from Other people (O).
Description of Simonson & Rosen’s Influence Mix
Simonson & Rosen’s Influence Mix asserts that the more a person is influenced by one of the above factors, the less influence the other factors will have over a buying decision. In order to optimize a company’s influence over buying decisions, it is important to identify which factor is most influential and then create a marketing strategy to fit that factor.
The three factors influencing a customer’s decision are described in detail below:
- Prior Preferences, Beliefs and Experiences (P): These purchases are usually low risk formed by habit and prior experience with a product. They mostly include routine purchases such as groceries and detergents.
- Information from Marketers (M): This purchasing factor is focused on emotional purchases of higher-end goods such as cars and jewelry and can be highly influenced by marketing campaigns. It is also used to persuade customers to switch from brands they know and try something new.
- Input From Other People (O): This third factor is where social media and online influence come into play. Potential customers look to online reviews for relatively important purchases such as phones and electronics. They want to be reassured that they product they buy will have a high level of reliability, quality and functionality, and are willing to put in the time to research these factors online.
When determining which strategy to use, a company should identify what type of marketing strategy will work best for the kind of product it is trying to sell. Once that is determined, the company should adopt one of the three strategies which best aligns with their product and develop a marketing strategy based on that factor. By researching how consumers will be making a buying decision on your product, determining the best marketing strategy will be much easier.
Tools & Templates
Various types of market surveys and focus groups can be used to provide insights, data and additional support when using the Simonson & Rosen’s Influence Mix method.
upBOARD's Online Simonson & Rosen’s Influence Mix Tools & Templates
Unlike most traditional strategy techniques, upBOARD’s online Influence Mix tools allow any team or organization to instantly begin working with our web templates and input forms. Our digital platform goes far beyond other software tools by including progress dashboards, data integration from existing documents or other SaaS software, elegant intuitive designs, and full access on any desktop or mobile device.
Learn more about upBOARD’s portfolio of other business strategy best practice tools and templates, including:
ADL Matrix, Affinity Diagrams, Baker’s 4 Strategies of Influence, Balanced Scorecard, Benchmarking, Blue Ocean Strategy, Bowman Strategy Clock, Build-Measure-Learn Feedback Loop, CAGE Distance Framework, Competitive Analysis, Competitive Landscape Analysis, Contingency Planning, Core Competence Analysis, Critical Success Factors, Discovery Driven Planning, Five Forces Model, Force Field Analysis, Gap Analysis, GE McKinsey 9-Box Matrix, Go To Market Strategy, Hambrick & Frederickson’s Strategy Diamond, Hedgehog Model, Hook Model of Behavioral Design, Hoshin Planning System, Kay’s Distinctive Capabilities Framework, Kotler’s Five Product Levels Model, Kotler’s Pricing Strategies, Lafley & Martin’s Five Step Strategy Model, McKinsey’s Seven Degrees of Freedom for Growth, Mission Statements, Mullin’s Seven Domains Model, OGSM Framework, Ohmae’s 3-C’s Model, PEST Analysis, Porter’s Diamond, Portfolio Management, Purpose Statements, Pyramid of Purpose, Scenario Planning, Simonson & Rosen’s Influence Mix, SOAR, Strategic Goals, Strategic Roadmap, Strategy Map, Strategy Roadmap, Strategy Uncertainty Map, SWOT Analysis, TOWS Matrix, Triple Bottom Line, USP Analysis, Value Chain Analysis, Value Disciplines Model, Value Net Model, Values Statement, Vision Statements, VRIO Analysis, and Weisbord’s Six-Box Model.