|
TouchPoints
Marketing
We
help companies find the point of the their business. Then we help
them focus their energies on aligning behind the right direction
for their brand. Branding is not a clever name or a fancy
logo. Those are symbols of a brand, but NOT the brand
itself. Branding is
proactively managing your relationship with your constituents to
some specific end, through the purposeful use of
TouchPoints.
When conducting BrandPoint Consulting we
draw heavily on the BrandPoint Process. This process is the
subject of our upcoming book, TouchPoints Marketing.
The Awareness to
Advocacy Continuum
A common goal of all most all
organizations is to move it's targets from complete ignorance of
them to Awareness and along the continuum of ever greater commitments
until they are Advocates of the company.
CRM Optimization
One of our sub-specialties is in the area
of TouchPoints Marketing is CRM Software Optimization. CRM
stands for Customer Relationship Marketing. However the term
is now mostly associated with software programs that are
implemented to track and service customers. CRM products
range from several thousand dollars for the most rudimentary
desktop system to multi-million dollar enterprise class systems
that are the centerpieces of the company technology
infrastructure. We believe that CRM tools are powerful, but
as companies embark on multi-year implementations of these complex
systems they frequently are unable to keep the original purpose in
mind. Creating a tool to support the stream of TouchPoints
with the customers. We work with CRM vendors to help develop
the CRM strategy from the marketing side of the table. We
help them develop a customized system that is built first and
foremost off of the ideal model of the your stream of TouchPoints,
optimizing not only your multi-million dollar software, but also
your customers relationship with you.
TouchPoints Modeling™ is the science of examining the
Advocacy to Awareness Continuum for a given client and determining
what TouchPoints are needed at each place in the continuum.
Moreover, what is the objective of each TouchPoint. Or, in
other words, for the TouchPoint to achieve it's role of pushing
the constituent along the continuum what specific influence should
it attempt to exert at that place.
Without some TouchPoints Modeling a
company runs the risk of either employing the wrong TouchPoints or
worse, trying to get the TouchPoint to do something that is not
appropriate at that stage in the Awareness to Advocacy
process.
|
