We’ve all heard stories over the years. We’ve been told them by our parents and then those of us with children have passed them on. You know the ones. Be good or Father Christmas won’t give you any presents. Put your tooth under the pillow for Tooth Fairy. Don’t pick your nose or your head will cave in.
OK, whilst they might not be quite the truth (especially the last one), the main thing is they are all consistent when they’re told. Consistent brand and messaging you might say.
It’s what we should be doing in business right? Let’s just take a moment. Are we consistent with our brand and messaging when we show up? Do we have a plan? And how often do we take the time to check what we’re putting out there?
Why is it important?
Did you know it takes at least seven touchpoints before someone will even think about considering your product or service, let alone talk to you? Well it’s true. And when you think about it, given we now have access to more information channels than ever before, then seven isn’t really that many.
When we’re out and about, swiping on our phones or listening to the radio we’re constantly bombarded with customer touchpoints. All planned and designed to get a reaction.
But If we’re not consistent in our branding and messaging with our touchpoints then we’re just going to confuse people in what is already a crowded market place.
Let’s rewind. What is a touchpoint?
Put simply it’s when somebody (prospect or customer) has an interaction with you or your brand. Such as:
- Meeting at a networking event
- Seeing an ad, either physical or digital
- Seeing your logo, maybe as a sponsor or on a brochure
- Seeing your social media posts in a news stream
- Receiving your e-newsletter
- Receive a direct mail
- A phone call
- A word-of-mouth mention by a friend or colleague
The list goes on…
Each one is planned and can trigger additional activities. As an example. You meet someone at a networking event, you put their business card into your CRM and that triggers an email to say nice to meet you. A really simple process. The first touchpoint is you, the second would be the email they receive. You get the gist.
Obviously it does get more complicated the more touchpoints you have. The key thing here is to map it all out, list out all the touchpoints and then make sure it’s all consistent with your branding and marketing messaging.
Are you consistent when you show up?
When was the last time you took time out and looked at all the different touchpoints you have in place for your business? And are they consistent with your brand and messaging? No doubt like most business owners it’s probably sliding down the To Do list. I’ll do it tomorrow.
It’s well worth taking the time to map out the customer flow and identifying all the touchpoints you have and when the customer interacts with them.
A billy bonus
Here’s another thing. By doing this you’ll also identify where there are gaps and opportunities for improvement or different touchpoints.
You don’t have to dress up like them (all the time) but whichever way you look at it we can all learn from Father Christmas and the Tooth Fairy. Just one thing, probably best to make sure your product and service actually does exist…