The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience by Jim Joseph

Author:Jim Joseph
Language: eng
Format: mobi, pdf
Published: 2010-05-08T06:48:00+00:00

Don't be constrained by traditional thinking, like television advertising or even websites (the "new traditional"). Think even broader than what is currently called the new media on the Internet, like Facebook, LinkedIn, or Twitter. With the proliferation of media options, the list of potential touchpoints is almost endless. Almost anything is a possibility-even people walking up and down the streets, one of the oldest forms of media, although now we call them "street teams."

Banana Republic does a great job of using shopping bags as a touchpoint. if there's a sale happening at Banana Republic, then the streets and the mall are filled with consumers carrying shopping bags announcing the sale.

Touchpoints themselves can have rational and emotional components. Advertising touchpoints can be pretty straightforward, but the creative execution can certainly leverage an emotional connection-an entire industry has been built around it. I do love the newer media and the more creative touchpoints for their emotional component. Many of our choices here have strong emotional potential, especially in areas where consumers can connect with each other and share their experiences, like in blogs, message boards, forums, or the social networking sites like MySpace, LinkedIn, Facebook, or Twitter. These touchpoints are hugely emotional and offer a tremendous opportunity for marketers if we engage with consumers correctly. Of course, usergenerated content within a touchpoint hits the top of the emotional chart. Just take a look at some of the videos that consumers submit to websites about breast cancer, for example.

YouTube is a multiple touchpoint for advertising and sponsorship opportunities in addition to the video uploads. For some brands, it makes sense to specifically develop long-format advertising for use on YouTube alone, and a lot of brands are adding their advertising to YouTube as a way to work around DVR and TWO surfing. Nike actually puts extended versions of its advertising on YouTube so that brand lovers can get the full experience. Kraft uploads how-to videos from its website as well. So as a consumer you may not catch the television advertising when scheduled but you can still experience it online. The rules are less stringent and the emotions can run much higher, which means the brand can go much deeper with consumers than it can on network television advertising. The videos don't get skipped as much since the consumer is viewing by choice, but be prepared for all the user-generated comments. The experience is quite engaging.

Some touchpoints are purchased, like television, magazine, or newspaper advertising. For other touchpoints, such as a blog or forum, a brand needs to be invited in or be invited to stay in once it enters. We call this the difference between paid and earned media.

Touchpoints can be static, like a flat outdoor billboard that consumers pass as they drive along a highway, or they can be much more interactive, like a live-action display with a mobile text-in option, where consumers can ask for more information or join a loyalty club. Notice the difference in the depth of the brand experience between these two touchpoints.

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