Touchpointers

1981 was a much simpler time in the advertising agency business.  That’s when I began my career, and the tools we utilized to communicate brand messages were fewer and simpler to command.  Creativity (a.k.a. The Big Idea) reigned supreme.  The Internet, as we know it, was but a gleam in Tim Berners-Lee’s eye.  And we were driven by a simple yet essential formula: ”AIDA”: generate Attention, then Interest, then Desire, then Action (buying). 

But our objective back then was the same as it’s been for nearly 30 years since: deliver qualified prospects to the client’s doorstep.  But how this is done is different now than back in the days of Ronald Reagan, Hill Street Blues, 18 cent stamps, and Rick Springfield rocking out ”Jessie’s Girl.”    

This collective “how” falls into a bucket known as “Pre-Purchase Brand Touchpoints” — all those interactions prospects have with your brand before they ever decide to do business with you.  And you’ll be well-served to proactively manage the brand touchpoints that are taking place in this dynamic environment. 

First, identify all the various ways you reach out to prospects, or they reach out to you.  Here’s a few to think about:

• Company or brand website
• Radio, tv, out-of-home, online, print, and mobile advertising
• Public relations
• Direct mail and email marketing
• Trade shows and other events
• Social media, word-of-mouth, brand reputation
• Cold-calling (is this even still viable in this day of prevalent social media?)
• Internet user forums
• Sales literature
• Uniforms and appearance
• SEM
• POP materials
• Phone greeting and auto-attendant process
• Service and Delivery vehicles (and drivers)
• Receptionist and reception area
• Supply chain
• Physical property (store, office, etc.)
• Corporate stationery
• etc.

Second, like with all of your brand touchpoints, prioritize them relative to the role they play in leading to your selling more of your stuff (think of the old AIDA formula above).  Some touchpoints are more important than others, and which is which may not be as obvious as you think.  Ideally, research specific to your business will illuminate these. 

What emphasis you place on various touchpoints also depends on where your target audience is in the buying process and what you need to accomplish during that stage:

1. If prospects are trying to become initially aware of various alternatives to meet their need, touchpoints that reinforce brand awareness should be emphasized.
2. Next, if prospects are trying to differentiate among various alternatives and value propositions, touchpoints that drive home your points of difference should be emphasized.
3. Prospects will narrow down possible alternatives and determine which are best suited to meet their need.  Your touchpoints that drive relevance and value should be emphasized here.
4. Finally, a selection will be made.  Touchpoints that reinforce your brand value and relevance should be emphasized.  

The reality is that a lot of folks are going through varying stages of this basic process at the any time, so you need to plan for this with an expansive view.  Developing a plan to actively manage the important interactions throughout this entire pre-purchase process will help to ensure that the resulting brand experience is aligned with your brand identity.  It will help qualify prospects along the way, and drive them to your cash register.  

Admittedly, I’ve over-simplified here.  Many companies do not consider this extensive view of their pre-purchase brand touchpoints.  So, if you do, won’t you have a decided advantage?