Pre purchase: Promotions, PR, displays,
webinars, email, newsletters, social media, video, WOM, web. “Put the same attention as if it were the product” “Blow them away since the ﬁrst contact” Purchase: Packaging, sales page, events, sales person, trade show, invoice, check out process, up sale, web navigation. Post purchase: Forums, social media, delivery, loyal program, customer service, thank you, customer appreciation, surveys, auto responder.
The Narrative Arc. What is
your customer doing at this point? How is he feeling? What’s the action you want your customer to do? Ok, they’re with you. What are you giving them? (They haven’t bought anything yet) Engagement (Whats the emotion here?) What would blow your people out of the water? (Not happened at this point) * What’s the emotion when they’re feeling burned out of the brand? What invitation can you give them to re-engage? How do you invite them to share their experience with your brand?
The Narrative Arc. Website Social
Media BTL Newsletter Featured content Visual communication on store. Featuring them on networks. Guided tour. Send a suprise gift card? Disc. code? Public activation? Phonecall after purchase? Dinner with top customers? Invitation with a hashtag. Guest post.
You can try one touch
point per quarter. Take your process and educate everyone on it. (Everyone must be aware of the experience you’re trying to create.) You can focus on one action at a time and test. (This also helps with measurements)
Be very clear with your
invitations. (Be aware of the many calls to action your customer will have) What are you giving to your customer? Take the time to pay attention to your customers. (Mind your customers happiness, be fan of their idols.)
Costumers often have very low
expectations, use that on your favor. (The real world sometimes sucks, you know.) It’s not only about your brand. (Me, Me, Me < Lifestyle) Integrate touchpoints into your workﬂow.