How to get your Customer’s Attention!
Meet William, known among his college mates as "the nerd."
They accused him of being obsessive, introverted, and lacking social skills. The fact is, those silly words haven’t affected William, not even once. Deep down, he has the confidence that they have thrown those allegations because he refuses to give them a hand on their assignments and projects. They were trying to exploit him, HE KNOWS!
One day, he was sitting in the university’s library, contemplating the "Designing Brand Identity" book. Suddenly, a heel sound merged with a sweet-smelling woman's fragrance, cutting the cord of his thoughts. He sneaked a peek at her; the cuteness on the passing girl’s face made William’s head spin. LOVE knocks on our door unexpectedly!
Accidentally, their eyes collided; she smiled at him and headed towards the exit door. He decided to track her down, but she disappeared into the crowd like a shooting star! It’s so hard to get in touch with her; he doesn't even know her name. His fertile imagination was the key!
The brand touchpoints topic he has just read about in the mentioned book has sparked a brilliant idea inside his head.
He decided to create an identity for himself, by using his singing talent as a competitive advantage, to reach the targeted adorable girl!
An eye-catching design has been made, announcing a singing performance for Lana Del Ray’s most iconic songs. The design consists of his image holding mic, and well-crafted text…
"No one can make it like Lana Del Rey did it!
The lyrics still touch your heart in all ways. Immerse your soul in love today.
Say yes to heaven... say yes to me."
He used the design to print out a variety of marketing materials, such as flyers, posters, bracelets, and T-shirts, and he also created social media ads to help the announcement go viral.
The definition of brand touchpoints has been embodied in that clever idea to get the adorable girl’s attention!
WHAT IS BRAND TOUCHPOINTS?
When we talk about the customer experience, we’re actually talking about the result generated by a series of interactions between a company and a customer. Each of these individual interactions are what we call ‘brand touchpoints’.
A brand touchpoint is defined as any interaction between your brand and a customer. Each business has hundreds of touchpoints, but popular examples include:
Websites
Face-to-face interactions with customer service representatives
Transactions (both on a checkout page and in a store at a till)
Reviews or ratings of a company
Blog content
Social media output
The uniforms of staff members
Advertising campaigns
Some brand touchpoints are entirely within your control, such as your website, sales staff, and advertising strategy. However, there are some brand touchpoints you only have influence over (such as third-party ratings and word of mouth) and some are totally outside of your control (such as competitors discussing your brand).
Brand touchpoints are things you’re likely already familiar with in your daily life. Things like TV ads, Google search ads, and social media posts are all forms of brand touchpoints. They can be physical, like a direct mail postcard or business card. They can also be in-person, like a live event or providing great customer service in storefronts.
For what reasons are brand touchpoints so crucial?
Every brand touchpoint is important. This is because each individual interaction a customer has with a company can influence both their opinion of the brand and their purchase decision.
Whenever a customer comes into contact with your brand, a positive or negative impression will be made. If your touchpoints aren’t up to scratch, then your brand’s integrity will be damaged and your customers won’t return. For example, if a customer can’t get in touch with a member of your customer services team to ask a question about your product, they’ll likely take their business elsewhere and not return.
Examples of brand touchpoints:
Feed your knowledge with some practical tips. Those tips you should take into consideration when designing your brand’s touchpoint strategy
1. Run ads to increase brand awareness
When you set up an ad campaign, you can choose to advertise on various platforms, Google, Facebook, Twitter, and Instagram. With memorable ads, you can drive awareness and build your brand’s visibility, attracting future customers and boosting sales.
2. Provide free samples and trials
Free samples and trials are a very attractive way to make customers curious about trying your product or service at no cost and can help you build a solid consumer base. They are also essential to any marketing strategy because they give people a reason to spread the word about your products.
3. Offer exclusive deals and discounts
Customers are attracted by discounts and tend to share them via word of mouth. Offering a sales discount is one of the most straightforward ways to catch consumers' interest and put an instant eye on your business.
4. Provide excellent customer service
A good customer service team is crucial for any business to succeed. It may help your business heavenly succeed or hellishly fail.
Staff should be knowledgeable about products or services and polite when talking with customers. Excellent customer service will help build positive relationships and increase sales.
5. Offer free shipping
Customers love free shipping because it makes them feel like they’re getting a deal. It not only shows your customers that you value their time and money, but it also makes it easier for them to feel comfortable making a purchase.
6. Incorporate brand ambassadors
Brand ambassadors are crucial for building a loyal customer base. They can be employees, customers, or even your friends. Having people who are passionate about your products and are eager to recommend them is a powerful tool to increase brand awareness, improve social selling, and build trust among customers and followers.
Brand touchpoints help your customers get in touch with you.
How can you create a message that resonates with your audience?
Don’t leave that question unanswered; click here to read about the power of context. (Link)
