Are You Touching Your Clients In The RIGHT SPOTS?
“Your brand is just your company seen through the eyes of others” - the quote by Arlene Dickinson nicely alludes to today’s topic. Are you in charge how your company is perceived through the eyes of others? Do you want to gain control, engagement and brand awareness through touching your clients in the right spots – using brand touchpoints?
Brand touchpoints are any pieces of media, collateral or marketing that creates any type of contact with your existing or potential clients. Some touchpoints are obvious such as marketing brochure, promotional coupons or a website. The subtler touchpoints include product manual, post sales support or a survey.
In the illustration below you will notice that brand touchpoints generally divide into pre-puchase, purchase and post-purchase categories. Each area offers various ways how to engage your client and tell your brand story to encourage the sale and ongoing relationship.
Since covering up all of the touchpoints is a complex proposition that would develop over a period of time I usually advise my clients to pick 5-10 top touchpoints using Pareto principle (80/20 rule) to get the most results and sales. This is especially important for start-up and small businesses when the cash flow is low. Which touchpoints are you taking advantage of in your business?
Don’t forget that every business has its unique touchpoints depending on the industry or type of business. If you would like to learn your top five touchpoints I offer a limited time free consultation http://www.grafikavision.com/
How well do you know your touchpoints?