Multi-touchpoint Messaging
Modern Communications. Stop Waiting.
Modern Communication
Strategy
• User-centric
• Multi-channel
• Multi-touchpoint

www.highroadsolution.com
Living User-Centric Design
It‟s Not About You.
What‟s Changed?

www.highroadsolution.com
Imagination Exercise
You Own a Restaurant. You Pick the Food.
Dawn of Time to 1957
1957
Customers Start Asking
Early 1980s
You Want to Be Innovative
1998
Why Not? It‟s Yellow
Fun Fact:
Sugar in the Raw
actually came to
market in the early
1970s but without
any marketing
campa...
Can We Agree…?
• The restaurant owner had to
change over the years to:
– Meet demand
– Stay competitive
– Be innovative
– ...
Can We Agree…?
• The restaurant owner became
User-Centric?
Becoming User-Centric
• Really understanding
segmentation:
– Buyer Personas
– Niche Groups to
Grow/Sunset/Nurture

• Proce...
Being Multi-Channel
Using The Weather Channel as a Case Study
Viewer Demographics of TWC
TWC Television
TWC Website
TWC Mobile App
TWC Radio
TWC Facebook
TWC Instagram on Facebook
Can We Agree:
• That these are all channels?
– TV
– Radio
– Website
– Mobile Apps
– Social Media Sites (Fb, Li, G+,
Twitte...
Can We Agree:
• The Weather Channel is MultiChannel?
Multi-Touchpoint Experience
Again. Again. Again.
Facts About Today‟s User
•
•
•
•
•

Low attention span
Low memory
High number of alternatives
High volumes of information
...
Modern Method: Be There
Your
brand
Your
brand

Your
brand

Your
brand
www.highroadsolution.com
Building Brand
• Not through one interaction, but through a
variety of interactions across channels
and time
• Consistent ...
User‟s Journey Map
User‟s Journey Map
3

6
4
5

2

1
User‟s Journey Map
3

6
4
5

2

1
Customer Journey Map
Customer Expectations

Easily find information & resources online to help
educate our organization on...
Homework:
• Annual Meeting
• Certification Processes
• Volunteer
Leadership/Committees
• Association Staff
• Board
• Publi...
Connecting to Automation
3

6
4
5

2

1
Automation Targets
• Repetitive, low-value tasks
• Distribution of content to
channels
• Tracking of content to
channels

...
Main Goal of Automation
• Re-allocate your time to
creative thinking
• Expand your number of
touchpoints to increase
likel...
Association Typical Example
• Email to announce event
• Voicemail to introduce event & to look
through email for event not...
Take-Home Message:
• It‟s about combining communications to
reinforce one another and releasing them
at appropriate times ...
Modern Communication
Strategy
User-centric
Multi-channel
Multi-touchpoint

Engagement
www.highroadsolution.com
November is Automation Month!
•
•

11/19: Automating Re-marketing of Content
11/25: Automating Social Marketing

•

Regist...
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Multi-Touchpoint Messaging

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Those annoying members! We put the information in the email! It’s not our fault that they didn’t take the time to read it! If your organization is currently relying on a uni-channel messaging strategy, then this webinar is for you. While email remains the backbone of a digital marketing strategy for the foreseeable future, the user has changed. Learn why email isn’t enough and take home new strategies for increasing your users receiving and absorbing your message! Watch this entire webinar and others by Highroad U on our YouTube channel: http://shout.lt/rMNF

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Multi-Touchpoint Messaging

  1. 1. Multi-touchpoint Messaging Modern Communications. Stop Waiting.
  2. 2. Modern Communication Strategy • User-centric • Multi-channel • Multi-touchpoint www.highroadsolution.com
  3. 3. Living User-Centric Design It‟s Not About You.
  4. 4. What‟s Changed? www.highroadsolution.com
  5. 5. Imagination Exercise You Own a Restaurant. You Pick the Food.
  6. 6. Dawn of Time to 1957
  7. 7. 1957
  8. 8. Customers Start Asking
  9. 9. Early 1980s
  10. 10. You Want to Be Innovative
  11. 11. 1998
  12. 12. Why Not? It‟s Yellow Fun Fact: Sugar in the Raw actually came to market in the early 1970s but without any marketing campaign, it stayed in the world of organics & people who prefer sugar granules that never actually melt & you can crunch with the dregs of your coffee or tea
  13. 13. Can We Agree…? • The restaurant owner had to change over the years to: – Meet demand – Stay competitive – Be innovative – Provide choice – Understand niche markets
  14. 14. Can We Agree…? • The restaurant owner became User-Centric?
  15. 15. Becoming User-Centric • Really understanding segmentation: – Buyer Personas – Niche Groups to Grow/Sunset/Nurture • Processes that are created around the target segments • Organizational discipline
  16. 16. Being Multi-Channel Using The Weather Channel as a Case Study
  17. 17. Viewer Demographics of TWC
  18. 18. TWC Television
  19. 19. TWC Website
  20. 20. TWC Mobile App
  21. 21. TWC Radio
  22. 22. TWC Facebook
  23. 23. TWC Instagram on Facebook
  24. 24. Can We Agree: • That these are all channels? – TV – Radio – Website – Mobile Apps – Social Media Sites (Fb, Li, G+, Twitter…..)
  25. 25. Can We Agree: • The Weather Channel is MultiChannel?
  26. 26. Multi-Touchpoint Experience Again. Again. Again.
  27. 27. Facts About Today‟s User • • • • • Low attention span Low memory High number of alternatives High volumes of information High reliance on peer groups/influencers for decision-making • High levels of brand equity through referrals/WOM www.highroadsolution.com
  28. 28. Modern Method: Be There Your brand Your brand Your brand Your brand www.highroadsolution.com
  29. 29. Building Brand • Not through one interaction, but through a variety of interactions across channels and time • Consistent feel & quality of experience • Aggregate to create an impression • Build reliance that you will be there when needed www.highroadsolution.com
  30. 30. User‟s Journey Map
  31. 31. User‟s Journey Map 3 6 4 5 2 1
  32. 32. User‟s Journey Map 3 6 4 5 2 1
  33. 33. Customer Journey Map Customer Expectations Easily find information & resources online to help educate our organization on best practices. Vendors have information online about their solutions, pricing and differentiation. Can speak to customers in our industry about their experience. Documentation is available and clear regarding install. Online support community, FAQ; service-level-agreement. Customer Experience Journey BUYING PROCESS CUSTOMER GOALS DISCOVERY/RESEARCH EVALUATION/COMPARISON (30-90 Days) (14-30 Days) 1. Learn best practices for top companies 2. Find information & resources that help educate and prepare company for a new project 1 TOUCHPOINTS & EMOTIONAL RESPONSE 2 3 4 CUSTOMER THOUGHTS IMPLEMENTATIO N (14-21 Days) DECISION/PURCHASE (30-60 Days) 1. Build Business Case for formal project approval 2. Determine requirements and short-list of vendors 3. Create RFP and invite vendors to present solutions Online Research – Pleased to Find Info (Google Searches, Analyst Firms, Blogs, Tech Reviews, etc.) 5 Website Visit - Excited to Get Resources (Sign Up to Get Content - Video, Webinars, Whitepapers, Case Studies, etc. 6 Call from Sales Representative - Annoyed Typically annoyed as not ready for sales call, ask to be called back in a few months. 7 Live Chat with Us – Disappointed Initial questions answered promptly, but wish we would reveal pricing on live chat.  Why isn‟t there more info available online for solutions for our industry?  Do we have budget for this project?  How long will this take to implement?  Who are the key players in the market?  What are our competitors doing about this? 8       1. Determine ROI/TCO for project 2. Select a vendor to conduct pilot program 3. Negotiate contract with favorable terms Talk to Other People – Get Excited About Us (Find Facebook Fans, Twitter Followers, LinkedIn Connections, Quora Answers, etc.) 9 Product Demo with Sales – Overwhelmed (Happy with product but get stressed out that they are not ready to start this initiative yet. 1 0 Lead Nurturing Email Campaign – Upset Feel they get too many emails from us too soon and 20% unsubscribe from all emails from us. 1 1 1. Get system up-and-running 2. Integrate other applications 3. Train users and drive adoption Get Buy-In from CFO – Stressed Don‟t know how to predict ROI/TCO and we don‟t help them much. 1 2 Select Vendor – Relieved (After many demos and internal meetings, happy to select a vendor. 1 3 Negotiate Contract – Conflicted Want to get best possible pricing but don‟t want to sign a multi-year deal. 1 4 SUPPORT/RENEW (Lifetime Average: 3 Years) 1. Get timely resolution to support requests 2. Minimize price increases at renewal Kick-Off Call – Excited Enthused and ready to get project going. 1 5 Phase 1 – Pleased Work with customer success team to get phase 1 launched. 1 6 Support – Satisfied Getting help but want faster response time. Renewal – Content Unhappy with price increase on renewal but happy with added features and value. Integrations – Disillusioned Disappointed that integrations are more costly than anticipated. Speak to Analyst Firm – Reassured Re-engage with us happily once they have assurance from reputable firm. What are our requirements? Do we need to do this now? Who should be on our short-list of potential vendors? What features and functions are available? How will this integrate with our existing infrastructure? What do industry analysts think of each vendor? How do I build the business case for this purchase?       Will this vendor be around in 5 years to support us? What is the expected ROI/TCO for this program? What does post-purchase support look like? Are there any options for payment terms? Will we be locked into a long-term contract? Are there any reference customers in our industry?     How do we need to staff this program? What is timeframe to go-live? Where are the support documents? I thought the implementation would be easier than this!  Our business users better adopt this.  Why don‟t you contact us before auto-renewing our account?  I have to wait on hold WAY too long to speak with a customer support rep.  Why do I have to pay extra for support?  Can we get a discount for a 3-year deal? Pleased Pleased 2 OVERALL CUSTOMER EXPERIENCE 1 2 5 Satisfied 8 1 1 0 1 3 1 4 6 Upset 4 7 3 9 1 1 1 5 1 6 Satisfied Upset Recommendations IDEAS TO IMPROVE  Provide industry „solutions‟ and case studies on corporate website.  Create business case template for buyers to use  Don‟t assign to sales so quickly     Develop an RFP and buyer‟s guide to facilitate buying process Simplify demo to reduce stress and anxiety License Analyst firm research study or vendor profile Reduce number or frequency of nurturing emails  Get SAS70 certification to remedy security concerns  Build ROI/TCO calculator to facilitate buy-in  Consider monthly billing with no contract option  Improve implementation guide and AP documentation I for custom integrations  Build “Quick-Start” consulting offering  Audit customer support resolution times  Develop a service-level-agreement that aligns to our brand promise of efficient service.
  34. 34. Homework: • Annual Meeting • Certification Processes • Volunteer Leadership/Committees • Association Staff • Board • Publication • Donation
  35. 35. Connecting to Automation 3 6 4 5 2 1
  36. 36. Automation Targets • Repetitive, low-value tasks • Distribution of content to channels • Tracking of content to channels www.highroadsolution.com
  37. 37. Main Goal of Automation • Re-allocate your time to creative thinking • Expand your number of touchpoints to increase likelihood of having user experience your brand www.highroadsolution.com
  38. 38. Association Typical Example • Email to announce event • Voicemail to introduce event & to look through email for event notice • SMS text when call for speakers are due • Email/voicemail to inform attendees when it‟s time to download mobile app with tweet • Email including video to debrief exhibitors www.highroadsolution.com
  39. 39. Take-Home Message: • It‟s about combining communications to reinforce one another and releasing them at appropriate times that aligns with the desired experience journey of your target user www.highroadsolution.com
  40. 40. Modern Communication Strategy User-centric Multi-channel Multi-touchpoint Engagement www.highroadsolution.com
  41. 41. November is Automation Month! • • 11/19: Automating Re-marketing of Content 11/25: Automating Social Marketing • Register: HighRoad/Resources/HighRoadU
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