There is an 8-slide presentation on Twitch Point Planning I’ve shared with a few people in the know and on one occasion, with Michael Stich, COO of Rockfish Interactive, I was challenged to blow it out a bit.
Twitch Point Planning is the process whereby one understands, maps and manipulates consumers closer to transacting a sale. It uses any and all of today’s media choices, but focuses on those that consumers are most comfortable using to learn more. A twitch point during a car shopping excursion might be a trip to JD Power site on one’s hand held.
Mr. Stich asked me to dwell on the suggestion in the presentation that companies need to “add brand value” at key consumer twitch points. He, like many who talk about engagement and liking and registration and click-through, know that nothing happens in marketing until someone buys something. And though soft metrics are the haps these days, sales and net revenue are what investors and corporations care about. Mr. Stich’s questions about “adding brand value” is one reason WPP purchased Rockfish and why he is a person of interest in the new evolving marketing landscape.
If strategic planners take the “understand” part of understand, map and manipulate to heart, they’ll get closer to finding ways to positively influence brand value. Twitch Point Planning, though akin to engagement planning, puts more emphasis on delivering brand value, not just customer touches along the journey. And twitch point planning cares about “closing.” Closing sales. Engagement planning metrics often get stuck in dashboards. A twitch is more of a collision. Hee hee. Peace!
PS. Go see Cameron Crowe’s movie Pearl Jam Twenty. Como se wow!