WHAT IS A TOUCH POINT?
A touch point is any way a consumer will experience a brand. This could be through a number of things such as;
- Buying
and
selling channels
- Distribution
- Service
- Transactions
- Classic advertising / above the line advertising
- Below
the line advertising / product placement
- Viral
adverts
- Social
Networking
- Sales staff
- Point
of sale
WHY ARE TOUCH POINTS IMPORTANT?
The ultimate goal is to have
each touch point reinforce and fulfil your
marketplace promise. Each
individual step in a brands process contains a number of touch points when
the customer comes in contact with your brand. By
identifying the tools that drive there brands customer
experience, they can actively design and control their own, unique, optimised
experience. The brand promise they make to the marketplace will be kept day in
and day out across every key customer touch point, building a strong brand.
