Touchpoint Strategy

Marketing touchpoints are the places where your business comes in close contact with your target audience. Some of these points generate revenue but most of them build attitudes and perceptions that form opinions that have lasting impact.

WollnerStudios makes use of marketing touchpoints in the following ways:

· We identify your touchpoints: the sensory magnets that impact audience needs and perceptions; points that will help you attract, acquire, and retain customers.

· We communicate the touchpoints: by building efficient means of telegraphing a unifying message about the company; define your positioning, differentiate your advantages, and proffer a unique value proposition.

· We reinforce the touchpoints: ensure that all components of the brand follow the central strategy (e.g., the unifying message); that every touchpoint builds upon your vision, your mission.

The relationship between you and your target audience is far more complex than you may think. A long time ago we learned that a key component for strong sustainable branding is identifying and emphasizing the "marketing touchpoints" that impact overall marketing efforts and operations.

Well-planned touchpoint strategies (TPS) must be in complete alignment with your overall core business strategy. TPS can help define your company's values and culture, but it can also force perspective on every aspect of the marketing communication program; including public relations, advertising, promotions, and sales. TPS spells out how you will acquire and retain customers; how you will fight attrition and keep customers coming back.

A whole series of touchpoints precede the actual consumer experience, there are touchpoints throughout the experience, and even some that come afterward. And here's something else that may surprise you: the entire sequence of touchpoints determines customer attitude and loyalty.

Take for example the hotel experience.

A patron plans the trip, makes a reservation, and arrives at the hotel – that's THREE touchpoints prior to checking into the hotel, three separate opportunities to establish a positive relationship with your customer. Check-in begins the tactile/personal experience, check-out ends it. What follows is a thread of personal assessments of the whole experience, each point contributing to the decision to repatronize or not. The decision may be based upon tangible and intangible sensations associated with the public area (e.g., the lobby and entry way) and individual areas (e.g., their room, their dinner, their interaction with staff, the sense of belonging and security).

Branding plays a vital role in each touchpoint – not only as a graphic or a slogan, but as a whole company-wide attitude and culture of service and satisfaction. What your company looks like is just as important as what you say, how you behave, and what you do. We'll leave the company culture to your leadership, but we may offer suggestions on how you might make adjustments in your direct line service to ensure that the brand is a true representation of how you want to be perceived by your customers. Your touchpoints – the evaluation of how and when you interact with your customers – will definitely be a major part of your entire WollnerStudios campaign.