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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

What Sticks – Chapter 12

Consumed => “What Sticks – Chapter 12 (Messaging Across Consumer Touchpoints)” by Rex Briggs and Greg Stuart.

Touchpoint integration – Consistency in tone, messaging across all senses.

— Touchpoints are ALL places the consumer encounters your brand.

— Have you asked, “How do I make sure the message I’m trying to convey with my product and my service experience is what my consumers are hearing and that it’s the message I want them to hear.” Value add: As Luntz says, “It’s not what you say, it’s what they hear.”

— Meaning is susceptible to distortion by consumers, who are processing messages in “low attention” mode. Marketers need to make it easy for consumers to connect to the brand.

— Everything the consumer experiences should communicate the benefit in connection with the brand.Think beyond the definition of tradition marketing materials.

— Have you considered the silent/visual communications of your brands? Value add: The medium can often be the message. Do you say, “We’re innovative” but most everything else says, “status quo”? Do you eat your own dog food? Also, just because no one says anything doesn’t mean they haven’t noticed. Some queues are subconscious – a la Gladwell’s Blink.

— Singapore Airlines is so detailed about touchpoints that it manages its color palette down to the eye shadow color the flight attendants can wear.

— EVERY touchpoint communicates a message.

Surround-sound marketing – Each piece doing something slightly different, but all are working together in concert, the totality of the system creates a more powerful experience for consumers, and the marketer achieves better results.

— There should be synergy in the message(s) across all touchpoints.

— Based on our research, we found that it was more effective for the consumer to see the ads in different media than it was to see the ad three times on television. Touching multiple senses creates a stronger perception of consistency and thus a deeper engagement.

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