| |
A company's product, image, and brand are visible and quite palpable with every touch-point the company has with its public - whether guest or customer, financial institutions, or government agencies. It is useful to view all aspects of public interaction, and the materials used during this interaction, as the organization's "strategic marketing platform."
The messaging of each item in the platform, and all items taken together, should be as cohesive as possible for best and lasting impressions. When well conceived, these touch-points not only carry the strategic marketing strategy but also provide the structure of truly experiential brand messaging.
It is an interesting time for businesses, and government and non-profit organizations, since customer touch-point opportunities has never been more varied and numerous.
Out-of-Home Consumer Touch-Points
Consumer brands entry into out-of-home entertainment brings many new avenues of brand messaging and customer interaction.
In this busy and noisy consumer marketplace, touch-point opportunities that are real, live, and immersive, are attractive to many brands.
|
|
|
 Home - Touch-Points
Product or Company Naming
Logo, Trademark, Trade Dress
Employees / Human Resources
Web Site, Email, and E-Mailers
Printed Collateral Materials
Report / Sales Communications
Leasing Strategy / Tenanting
Marketing Calendar
Announcements and Other Media
Company and Product Advertising
Sponsorship Programs
Promotional Items
Direct Experiential Marketing
Office Presence
In-Home Consumer Touch-Points
Back in-home and on-line, the Internet is certainly revolutionary in extending touch-points in new, ephemeral directions.
On-line interactive game experiences such as Second Life are only now scratching the surface of new means and methods for customer touch-points.
The next generation, the "tweens" and "teens" are growing up with VMK (Virtual Magic Kingdom), Club Penguin, NeoPets, and many other on-line interactive experiences, each of which is an immersive (albeit virtual) experience.
|
|