Wide Angle

I’m no wine connoisseur, so the marketer in me kicked in on a recent trip to my local liquor store.  I considered the attributes I wanted – under $15, preferably red, not too sweet or fruity, a familiar brand name and something that connotes a fun experience. Faced with an array of wines from California to Chile, from Merlot to Bordeaux, I was struck by the enormous difficulty marketers face in differentiating their brands and creating a connection with consumers in the moment.

Granted, I was probably a little outside of the target segment for most wine makers, but what would have altered my decision? A catchy label or even a suggestion from one of the sales people could have nudged me in a different direction. The lesson for me here: while there is immense opportunity to influence a brand decision before a consumer goes shopping, the importance of the in-store experience—whether through product placement, point of purchase signage or a well trained store employee—cannot be minimized. Read More »

Last time, I wrote about how marketers should choose the right social experience—one that accentuates unique strengths—to put at the center of integrated communications.  We’re now at a spot where we can structure and assign roles to our other touchpoints so we can scale that social experience.

To get started, break touchpoints into two categories: secondary touchpoints (the outer circle in the graphic below) and supporting touchpoints (the middle circle):

Click Image to Enlarge | Secondary and supporting touchpoints establish a mental link and then drive the target audience to the social experience focal point.

1.  Secondary Touchpoints link the social experience to your brand for the target audience.  They’re often mass in nature—TV, out-of-home, print, and so on.  Best Buy’s TV ads showcasing Twelpforce are one example of such a secondary touchpoint.

2.   Supporting Touchpoints drive the target audience to the desired social experience.  Targeted banner ads, paid search, and direct marketing often do well here.  Best deployed, these touchpoints will:

• Engage a target audience at moments when they are susceptible to or desirous of the social experience
• Enable easy entry to the experience. Read More »

Last week, I wrote about marketers putting social experience at the center of their integrated communications.  I referred to Best Buy and Twelpforce.  Just this weekend, I caught a flurry of Honda TV spots promoting a particular Honda Facebook experience.

One of the open questions for marketers: How should one go about identifying the right social experience?

Answer: Identify an imprinting experience that best highlights your brand’s differentiating attributes or benefits. Read More »

Intriguingly, Best Buy is putting Twelpforce at the center of its big communications initiative for the holiday season.  Looking at data from the 125 companies that have taken the Council’s social media maturity diagnostic, we know that only 11% of marketers have built social media into their integrated communications planning processes.  That got me to thinking…

Most B2C marketers take the “tonnage” approach to touchpoint planning.  They work back from growth goals and volume targets to plan their touchpoint mix—their mix models tell them how much money they need to dump into broadcast, out-of-home, print, promotions and the like, to hit those volume targets.  Social and experiential touchpoints play second fiddle, at best.  Read More »