customer journey template

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Innovation in product and service marketing has redistributed wealth for ages. Yet one area where innovation has completely stagnated is messaging. The ads and sales copy developed in the 1880s by Lord and Thomas are the same as today.  Words like “sale, quality, buy, and new” were commonly used then and now.

Why can’t we innovate the message? Sure, we can sing it, animate it, give it life with video. And tomorrow we’ll add more dimension and experiential verve with virtual reality.  But the real innovation in messaging will not be in copy, art or delivery but in how we craft behavioral cognition.  Rather than tell someone what to do, we need to help them conclude they want to do it. Make if feel more like their choice. Facilitate and stimulate the behavior.

The old AIDA principle of selling: awareness, interest, desire and action is still a valid construct. Yet most messaging today concerns itself only with the last step action.  Innovations like Twitch Point Planning and other customer journey approaches account for all steps to a sale. Let’s court our consumers appropriately.

Peace.

 

 

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At What’s The Idea? a brand brief costs $17,500. List price. The people willing to spend that type of money know it’s s steal. Having an “organizing principle for product, experience and messaging” makes every act of marketing easier. Compare $17,500 to the cost of a newspaper ad, website take-over, or a radio flight. It’s peanuts. Sadly, the word brief, in advertising and marketing has been reduced to an instructive piece of paper telling creative people what not to do. Ish.  They are often poorly written, almost all interchangeable, and not given much heed. But brand briefs – they are different story.

For a robust brand brief I need weeks. A month actually. A good brand brief requires interviews, fieldwork, research and brain steep. If we’re talking about a brand brief for a billion dollar company there may be lots of qualitative and quantitative testing as well. Up goes the price. And money well spent.

Done well, a brand brief informs all areas of business. If CRM is marketing template, the brand brief is its architecture. If PR is a communication template, a brand brief is its measure of success. If customer journey is a template, the brand brief is the bread crumb trail.

If you are in the business of selling things, raise your hand. If you don’t have a brand brief you are a simple fisherman.

For examples of brand briefs, showing claim and proof (brand tangibles), please write me at Steve at whatstheidea.

Peace.

 

 

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Do you know your product’s top 5 twitch points? You should.  Customer journey is a new age marketing tool used by comms planners to find better ways to intersect with and influence customers. The journey maps out awareness, activities, research, purchase and out-of-box experience. (Chart courtesy of Frog Design.) Some use the old school taxon AIDA (awareness, interest, desire and action), a dumbed down version.  It’s truly good stuff and a lot more valuable than a simple DILO (day in the life of) media planning approach, but if you follow the Frog Design rigor (chart) you may also end up a little dizzy.customer journey

Twitch Points are moments when a person twitches way from one media or device in favor of another in search of clarification. Kindle to Google Earth. Newspaper to Wikipedia. Car dealership to JD Power. Best Buy to Amazon. Car radio to Shazam.

Twitch Point Planning is simpler than the above Frog Design learning scheme. Less complex. Understanding, mapping and manipulating customers closer to a sale is its goal. It needn’t be overthought.  Don’t get me wrong, it needs to be thought, just not overthought. If you find your top 5 twitch points, your five most commerce producing twitches, you don’t need a road map, journey, or KPIs.  You need a good accountant…to count da monies.

Peace be upon you.

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