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The Road to Brand Advocacy
Brand Touchpoints

                                                                                        Advocacy
Awareness    Knowledge     Consideration   Selection     Satisfaction       Loyalty




            Pre-Purchase                   Purchase                     Post-Purchase


               all communications, cumulative experiences that form perceptions
                  many at each phase, pre-purchase, purchase, & post-purchase
                     must deliver remarkable experiences at each touchpoint
Pre-Purchase Phase

                                                 Consideration
Awareness             Knowledge




                 all experiences prior to deciding
     shape perceptions and expectations that drive relevance
       refine touchpoints to drive prospects to consider you
Purchase Phase

                     Selection




      purchasing and initiating a brand relationship
 maximize value and instill confidence about the decision
 instill trust by demonstrating that your offering is better
Post-Purchase Phase

Satisfaction                                           Advocacy
                           Loyalty




                  delivering on your brand promise
                   exceeding usage expectations
               increasing brand loyalty and advocacy
Conversion
At every conversion point from Awareness to Advocacy

           Conversion Point   Conversion Point   Conversion Point   Conversion Point   Conversion Point   Conversion Point




                                                                                                                     Advocacy
      Awareness       Knowledge         Consideration        Selection         Satisfaction         Loyalty




                   Pre-Purchase                            Purchase                           Post-Purchase
The Only Goal


    Advocacy
Our time is free...
Our ideas
are your investment!

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Brand Touchpoints

  • 1. The Road to Brand Advocacy
  • 2. Brand Touchpoints Advocacy Awareness Knowledge Consideration Selection Satisfaction Loyalty Pre-Purchase Purchase Post-Purchase all communications, cumulative experiences that form perceptions many at each phase, pre-purchase, purchase, & post-purchase must deliver remarkable experiences at each touchpoint
  • 3. Pre-Purchase Phase Consideration Awareness Knowledge all experiences prior to deciding shape perceptions and expectations that drive relevance refine touchpoints to drive prospects to consider you
  • 4. Purchase Phase Selection purchasing and initiating a brand relationship maximize value and instill confidence about the decision instill trust by demonstrating that your offering is better
  • 5. Post-Purchase Phase Satisfaction Advocacy Loyalty delivering on your brand promise exceeding usage expectations increasing brand loyalty and advocacy
  • 6. Conversion At every conversion point from Awareness to Advocacy Conversion Point Conversion Point Conversion Point Conversion Point Conversion Point Conversion Point Advocacy Awareness Knowledge Consideration Selection Satisfaction Loyalty Pre-Purchase Purchase Post-Purchase
  • 7. The Only Goal Advocacy
  • 8. Our time is free...
  • 9. Our ideas are your investment!