1. Effective Touch Point Planning
ATM Semester 2
Tutorial 2
By Dildara Gapparova / Pavel Galkin

2. Agenda Identify all Target consumer touch points
Develop brand touch points
Select touch point media
Sense check touch points

3. Brand Positioning and Strategy Communication Development
Communication Process
Brand Positioning and Strategy
Master Idea
Touchpoint Planning
Communication Development
Set KPIs and follow-up
Implementation

4. Touch Point Planning Process
1. Identify all target consumer touch points
2. Develop brand touch points
3. Select touch point media
4. Sense check touch points

5. 1. Identify all target consumer touch points

6. Identify all target consumer touch points
Target Consumer Clock
Dec
Feb
Mar
Apr
May
Jun
Jul
Aug
Nov
Jan
Oct
Sep

7. Best Email Send Time: General Advice
Example of mail marketing
Best Send Time: General Advice
Daytime vs. Nighttime. While this one may be obvious, it’s usually better to send out your campaigns during the daytime. You know, when people are awake. Not asleep.
Mad Mondays. The general consensus is that should avoid sending out blasts on Mondays. Why? People are already bummed out about the end of the weekend. They march into the office and are flooded with s they’ve collected over the past few days. What’s the first thing they do? Delete those s of course!
Weekends. Historically, weekends are the days when people have their day offs and trying to relax, so it is obvious that during Weekends there will be low open rates, so most marketers avoid it.
Prepare in advance. While 23% of s are opened within 60 minutes after being sent, there are some lingerers who may not check out your until a day or two later. To be safe, send out event-oriented s 3-5 days prior to an event.
That’s the Advice. Now Ignore IT Source: Online Advertising agency

8. If you’re targeting the young people
Know Your Target Group!!!
If you’re targeting the young people
You would probably ignore the general tip about not sending s at night. Evening s could work just fine for younger audiences.
Friday could be a great choice if you’re in the entertainment industry, cause young people are looking for fun things to do over the weekend.
Weekends don’t have to be off-bounds either. What if you’re interested in reaching your target audiences in cold-weather climates? For sure they spend plenty of time checking s on Saturday and Sunday.

9. Conclusion There is no proper and correct answer to
“WHAT IS THE BEST TIME TO SEND AN CAMPAIGN?”
Because there is no single “best time” to send an
Everything depends from your targeted audience.

10. Exercise: Create Target Consumer Clock
Dec
Feb
Mar
Apr
May
Jun
Jul
Aug
Nov
Jan
Oct
Sep
AGE Group: 18-25
AGE Group: 25-35
AGE Group: 35-50
AGE Group: 50 +

11. 2. Develop Brand Touch points

12. Touchpoints can be developed in layers
Tell me: TV, Cinema, Outdoor
Talk to me: DM, Digital, RM
Let me experience: experience days, sampling
Let me recommend: Viral, word of mouth
Touchpoint

13. Communication layers may depend on CDF
Awareness
Consideration
Trial
Occasional use
Loyalty
One way
Two way
Experience
Advocacy
Various ways of communication can be effective at different stages of funnel depending on firm’s objectives

14. Internet provider – Consideration Airline Company- Awareness
Exercise: Choose Picture
TEA - Trial
Clothes - Loyalty
Internet provider – Consideration
Airline Company- Awareness

15. 3. Select Touchpoint Media

16. Touchpoint media selecting process
Key criteria for selecting touch points media
1. Market Matrix
Impression
Reach
2. Brand Matrix
Cost to reach target consumer
Brand fit

17. Low Impression score High
1. Market Matrix
Measure media effectiveness of the media in the market
Reach – How many people in the market can the media reach?
Impression – What is the quality of the impact made by the media within the market?
Good for mass brands and awareness building
The most promising media
Avoid
Good for communication to narrow target group and stand out from clutter
Low Max reach % High
Low Impression score High

18. Low Cost per of Reach High Negative Brand Fit Index Positive
2. Brand Matrix
Measure media effectiveness for the brand
How effectively does the media fir the brand?
How much will it cost to use the media to reach the target consumers?
Avoid
Balance cost vs. impact consider for niche targeting
Considered wide-reach media only for awareness building
The most effective media for a brand
Low Cost per of Reach High
Negative Brand Fit Index Positive

19. Media scorecard
Media scorecard used to compare media effectiveness for Market & Brand
Market
Brand
Type of Media
Impression Hi (5) – Low (1)
Reach
Hi (5) –
Low (1)
Cost effectiveness Hi (5) – Low (1)
Brand Fit Hi (5) – Low (1)
Overall score