Luxury Ads That Sell

Discover How Leica’s CTAs Masterfully Guide Customers Through the Marketing Funnel

Browsing the internet, I stumbled upon an ad for a Leica camera that caught my attention. What made it stand out? Firstly, the image was striking, and the use of black-and-white was a rarity in digital advertising. Secondly, the copy was minimal yet impactful, driving home its message effectively. However, what truly grabbed my interest was the Call to Action (CTA) – ‘Discover’.

As a performance marketer, I typically lean towards more specific CTAs prompting immediate action, such as making a purchase or requesting a quote. ‘Discover’ struck me as an information-seeking CTA typically associated with higher levels of the marketing funnel. Initially, I found this choice somewhat perplexing.

To add context for those who are unfamiliar with the term, here is a brief overview of the marketing funnel:

Understanding the Marketing Funnel

The marketing funnel is an essential model that helps businesses understand the journey their customers take, from initial awareness to making a purchase decision. By understanding the marketing funnel, marketers can tailor their copy to resonate with their audience at each stage. The marketing funnel typically consists of four main stages: awareness, interest, decision, and action.

Stages of the Marketing Funnel

Awareness. This is where marketers aim to capture attention and generate interest in what they offer. 

Interest is where prospects show a deeper interest in the product or service. They may research more, compare options, and seek information to understand how the offering meets their needs.

Decision: Shoppers are evaluating their options and considering factors like pricing, features, and benefits. Marketers use this stage to highlight the unique selling points and address any concerns or objections the prospects may have. 

Action: This is where conversion happens. This could be a purchase, signing up for a trial, or any other desired action considered a successful marketing outcome.

Where Do Customers Discover

With this perspective, it appears that ‘Discover’ is positioned within the awareness or interest phase of the marketing funnel. This stage typically involves customers who recognize their need for a camera. Leica aims to guide them toward learning more about the product and its ability to fulfill their requirements. As a direct response marketer, I initially found this approach unconventional, as I assumed the ad would lead customers directly to a purchase page on their website. 

However, my perception shifted when I visited their website.

Upon browsing their site, I noticed that street photography and photojournalism cameras were priced at $13,000 and above. Such high-priced items require significant commitment and thorough research before a customer decides to purchase. This makes education and relevant information crucial in ensuring the right fit for the customer and highlighting the unique aspects that differentiate the brand.

The Right CTA to Use

Due to the highly specialized nature of the camera and the price point, ‘Discover’ really is the correct CTA to use. It also correctly aligns with where the buyer is in the marketing funnel. I’m glad I clicked on this ad. I learned something about highly specialized cameras and marketing to customers as they look for items to add to their consideration set.

If you need help determining where your shoppers are in their buying journey and what is the correct ad copy or CTA to use, not to worry. I can help craft an ad with the copy you are looking for. Feel free to contact me by visiting the contact page or emailing me at [email protected]