21 touch points that increase your brand visibility
What does it take to win you over? Let’s take a look at their relationships. Think of an ex-partner, a school teacher, a business vendor, or a good friend. I bet if you take a moment, you will realize that they influence you in many different ways. Now, when you think about the deepest relationships, you will realize that they have always flourished when you have been “touched” in more ways than one. A kiss, a hug, a phone call when it is most needed. Tact is vital to both personal and business relationships.
Let’s take a simple example, like banks. In New York (Manhattan) there is practically a bank on every corner. What’s more amazing is how they all seem to stay in business. Within a half-mile radius of Union Square, you’ll find JP Morgan Chase, Citibank, TD Bank, Bank of America, Wachovia, Capital One, and Emigrant. How to choose?
We become familiar with so many competitors through the advertising they have done. We see their commercials, walk past their billboards, read their magazine ads, and hear their names mentioned by others. A variety of marketing vehicles give us the “feel” that they are trustworthy, are here to stay, and understand our needs.
That’s the benefit of multiple touch points.. They remind your community that you are there when you need them and make sure others know, hear and see it, time and time again. Sometimes a customer will learn about you through one particular marketing sequence, and then some time later take steps to engage with you as a result of another. People make most spending decisions based on emotions. Good feelings usually result in good profits (and you can speed up that process).
Below is a list of touch points to consider for your company. How many are you using?
1) Website
2) Blog
3) Social Networks
4) Newsletters
5) Emails/Email Signatures
6) Voicemail
7) Web Banner Ads
8) Business cards
9) Speeches/public speaking
10) Online Presentations
11) Network groups
12) Telephone
13) Word of mouth
14) Direct mail (postcards, letters)
15) Gifts/Products
16) Articles
17) Television (commercials, DVD, interviews)
18) Radio
19) Loyalty Programs (discounts/incentives)
20) Sponsorships/Contests
21) Exhibitions, Expos, Panels, Showcases
All of these variables should have a place in your brand management planning. Each one should also represent your company’s unique character, voice, look and difference. Some touchpoints interact with your customer, some take care of them. All of them must exist in harmony working towards the same goals. Use these different levels of engagement to reinforce your brand across pre-purchase, purchase and post-purchase experiences and you will see your visibility and profits increase.
Don’t be afraid to be maudlin. Your community is really waiting for you.