Effective Touch Point Planning ATM Semester 2 Lecture 3 By Sanemkhan Nurillaeva

Agenda Identify all Target consumer touch points Develop brand touch points Select touch point media Sense check touch points

Brand Positioning and Strategy Communication Development Communication Process Brand Positioning and Strategy Master Idea Touchpoint Planning Communication Development Set KPIs and follow-up Implementation

Customer Company Touch Point: Definition A point of contact or interaction between a business and its customers or consumers Insight, which powerfully connect with consumers at a place & time with a message which is right for them Company Customer

There are many possible touch points Cinema Web TV Video rental store Tape Ad banner Sponsorship Internet Cell phone Gaming Digital remote Video DVD Website E-commerce Pager TV Modem Computer Email MP3 CD-ROM Radio Film Fax Phone Direct ATM Magazine Car Radio Portable radio Retail Kiosk Database Tabs etc Events Delivery POP Packaging Coupon Transit Etc

Touchpoint Planning Process 1. Identify all target consumer touch points 2. Develop brand touch points 3. Select touch point media 4. Sense check touch points

1. Identify all target consumer touch points

In touch point planning we dig into the head of the core consumer Identify all potential opportunities the brand has to connect with the target consumer BRAND IDEA PERSONALITY BENEFITS REASONS TO BELIEVE CONSUMER INSIGHT TARGET GROUP COMPETITIVE LANDSCAPE

Identifying Touch Points Where and when can we really engage with the target consumer? Physically – when and where can we reach the target consumer? Frame of Mind – when is the best time to talk to them? I wanna eat I am getting late

Customer Profiling Jasur: Male 20-25, Student from Tashkent, Uzbek Websites TV Channels Entertainment Games Places to eat Shopping Hobby

Target Consumer Clock What is the target consumer doing throughout the day (month,year) Where are they, what are they seeing, interacting with, listening to? What are they thinking about throughout the day? Dec Feb Mar Apr May Jun Jul Aug Nov Jan Oct Sep What are the key touch points – the times and places where we can reach them when they are most receptive to messages and where a message will be most relevant?

Target Consumer Clock: Example New Year Time Example of Consumer Clock shows what and when typical targeted consumer doing during the day or a year Jasur: Male 20-25, Student from Tashkent, Uzbek Dec Nov Downloading music Jan At a party with friends Oct Feb Lectures, texting Eating pizza watching TV Sep Mar Talking to friends on FB Aug Apr Studying Jul May Summer job Jun Back-packing/ holiday

Target Consumer Clock: Expectations vs Reality Remember that what you believe consumers are doing is not always reality What does woman aged 30-35 does at 19:30? Expectation Reality Watching Soup Operas at Yoshlar Watching Disney Channel with kids Eat dinner Talk to my partner Clean up Put the washing on

Outcome: Garnier ads on Disney Channel

Sources for understanding target consumer Off the shelf data Technical Personal experience Desk research On trade outlet visits Seminars Experts Off trade outlet visits Adjacent markets Traditio-nal media Consumer hot line New media Value chain Competition Qualitati-ve research Quantita-tive research Talking to other parts of the organization Sharing experience with other markets Consumer Brand Market Trends

2. Develop Brand Touchpoints

Identifying all possible touchpoints with our Target consumer Develop touchpoints for the Brand Identifying all possible touchpoints with our Target consumer Developing touchpoints where we can really engage with target consumer in a way which delivers the company communication objectives

Develop touchpoints to engage with customers Touch Points can be used to engage with customers in different ways Let me tell you about myself Experience what I am like Let’s talk to each other Please tell others about me Brand Customer

Touchpoints can be developed in layers Tell me: TV, Cinema, Outdoor Talk to me: DM, Digital, RM Let me experience: experience days, sampling Let me recommend: Viral, word of mouth Touchpoint

Communication layers may depend on CDF Awareness Consideration Trial Occasional use Loyalty One way Two way Experience Advocacy Various ways of communication can be effective at different stages of funnel depending on firm’s objectives

Brand Touchpoints depend on CDF Digital Touchpoints Phisical Touchpoints

3. Select Touchpoint Media

Actual Media Examples ATL communication BTL communication Group of media Specific Media ATL communication TV Radio Outdoor/OOH: billboards, banners, etc Press/Print: magazines, newspapers, etc Cinema: ads within movie demonstration On-line: Internet ads BTL communication In-store: POS materials, branding, etc Direct mail SMS: ad service, content download Promo staff Product package Primary and Secondary packaging

Touchpoint media selecting process Key criteria for selecting touch points media 1. Market Matrix Impression Reach 2. Brand Matrix Cost to reach target consumer Brand fit

Low Impression score High 1. Market Matrix Measure media effectiveness of the media in the market Reach –How many people in the market can the media reach? Impression –What is the quality of the impact made by the media within the market? Good for mass brands and awareness building The most promising media Avoid Good for communication to narrow target group and stand out from clutter Low Max reach % High Low Impression score High

Low Cost per of Reach High Negative Brand Fit Index Positive 2. Brand Matrix Measure media effectiveness for the brand How effectively does the media fir the brand? How much will it cost to use the media to reach the target consumers? Avoid Balance cost vs. impact consider for niche targeting Considered wide-reach media only for awareness building The most effective media for a brand Low Cost per of Reach High Negative Brand Fit Index Positive

Media scorecard Media scorecard used to compare media effectiveness for Market & Brand Market Brand Type of Media Impression Hi (5) – Low (1) Reach Hi (5) – Low (1) Cost effectiveness Hi (5) – Low (1) Brand Fit Hi (5) – Low (1) Overall score Media 1 Media 2 Media 3 etc

4. Sense Check Touchpoints

“Does it make any sense?” Sense Check Touchpoints “Does it make any sense?” Sense check is asking a question What should we be sense checking for our touch points? Sense check 1 Is the media aligned with marketing and communication objectives? Sense check 2 Is the total budget aligned/focused in line marketing and communication objectives?

Dependant on communication message, but always drives awareness Sense Check 1 Is the media selection aligned with marketing and communication objectives? Awareness Consideration Trial Occasional use Loyalty TV Dependant on communication message, but always drives awareness Radio Image New product: promo Outdoor Press Conversion theme On-line Internet ads In-store Image Call for action Packaging Design, Novelties Collectables Promo-staff WOM Social Media Graffiti Integrated materials Viral

Sense check 2 Is the total budget aligned/focused in line marketing and communication objectives? Brand X (new launch) Bottleneck: Awareness and Consideration Brand Y (mature) Bottleneck: Loyalty TV image: High usage Low-Medium usage (loyalty related message) Outdoor NOT used (not good for building loyalty) Print Low usage. Compared to TV and outdoor, is less suitable for quick awareness building High usage. Compared to TV more suitable for building loyalty ‘Collection’ consumer promo Not used. High usage. Most targeted at loyal users: non-loyal users would not bother to buy a lot