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Brand Interactions: Touchpoints

Think about all of the different ways that your brand interacts with and makes an impression on your customers, your employees, and all of your critical partners and stakeholders that help to bring your brand to life. Your brand might touch these consumers on a daily basis.

With each interaction you are given the opportunity to give your customer a great experience — building stronger brand equity, or give them a poor experience —damaging your brand in that customer’s eye.

By consistently reinforcing and strengthening what your brand stands for at each of these moments (we call them touchpoints), you drive customer satisfaction. With a high degree of customer satisfaction, your brand will tend to experience:

• Superior customer loyalty
• Increased word-of-mouth referrals
• The ability to charge premium prices
• A higher degree of consumer forgiveness

All leading to…

Increased profitability

So what is a brand touchpoint? Every action, tactic and strategy your brand has with customers or stakeholders, whether it is through advertising, a merchandising display or a customer service call, is a brand touchpoint.

In our experience, every brand has at least 30 and sometimes up to 100 brand touchpoints on a daily basis. In general, touchpoints fall into three distinct customer experience segments: pre-purchase experience, purchase experience and post-purchase experience. Some examples of pre-purchases touchpoints are advertisements, direct mailings, free standing inserts or rack cards, website, e-newsletters, and even your storefront.

The goals of these pre-purchase touch points are to cross sell to current customers, attract new customers, build brand awareness, shape brand perceptions and expectations and drive brand relevance through linking certain benefits to brands (like green products).

The purchase experience touchpoints are geared towards moving customers who are only considering your brand to actually purchasing it. Some examples of purchase touchpoints are packaging, POP displays, in-store sampling, and even customer service representatives.

The goals of these purchase touch points are to instill buying confidence through maximizing value or quality, assuring warranties and mitigating buyers remorse worry, building or strengthening customer relationships and retention.

The post-purchase experience touchpoints are all the interactions that are leveraged after the sale to help maximize the total brand experience. The usage or consumption of the product is experienced at this stage as well.

Typical post-purchase experience touchpoints include product and package performance, customer service, customer satisfaction surveys, loyalty programs, loyalty coupons, e-newsletters, billing, follow up or reminders.

A goal for your brand should be to maximize each of these interactions by delivering on your brand promise consistently. By meeting or exceeding customer performance expectations and seeking new ways to delight your customers, you increase brand loyalty and advocacy.

Good customers will not only look to your brand for repeat and future purchases, but they also endorse and recommend your brand to others. And that is some seriously positive ROI.

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Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis

Recommendations:

  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.