Stage 2: From Awareness to Image Formation
Espresso machines come in all shapes, sizes and price ranges. Which one should I buy? I consider what I find important, how much money I have for it and inventory what is for sale. I walk into a store on a Saturday, ask friends about their experiences and scour the internet. At some point I decide to return to your site. It made an impression on me.
And again it looks so freshly made. My eye falls on a button: “what to look for when buying an espresso list to data machine”. It turns out to be a kind of manual, in the form of a whitepaper that I can download in exchange for my e-mail address. I think that’s fine, because I assume that this information is just as valuable as the article and the video. And that turns out to be true, because after reading it I can search more specifically. I have a tip in mind: always taste your favorite coffee from the machines on your shortlist first. I will do that. But first see if I can come up with a shortlist.
I'm doing pretty well. I've read reviews, compared specifications and gone through the 2012 espresso machine test of the Consumers' Association . What struck me is that I've come across you quite often on forums. You're also active on Twitter and Facebook. You respond to questions, give suggestions and seem to know an incredible amount about everything that has to do with espresso. It took some time and effort but I now have three machines in mind. I have a shortlist.
After a few days I receive mail from you. By mail you have sent me an invitation for a free coffee tasting including a Barista clinic. My mouth starts watering spontaneously, so I register immediately.