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

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

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

5. 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

6. 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
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

7. 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

8. 1. Identify all target consumer touch points

9. 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

10. 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

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

12. 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?

13. 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

14. Target Consumer Clock: Expectations vs Reality
Remember that what you believe consumers are doing is not always reality
What does woman aged 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

15. Outcome: Garnier ads on Disney Channel

16. 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

17. 2. Develop Brand Touchpoints

18. 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

19. 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

20. 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

21. 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

22. Brand Touchpoints depend on CDF
Digital Touchpoints
Phisical Touchpoints

23. 3. Select Touchpoint Media

24. 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

25. 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

26. 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

27. 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

28. 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

29. 4. Sense Check Touchpoints

30. “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?

31. 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

32. 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