What are touch points?
Touch points are all of the communicative interactions an individual will experience during his or her relationship with a company and its brand. The obvious ones are a company’s Web site, advertising and sales materials. But it’s the not-so-obvious that can really establish and build a company’s brand into a positive, or negative, experience or memory. Things like how you answer the phone, recruitment tactics, signage, e-mails, voice mails and, most importantly, how effective your people are at communicating and representing your company and brand. Why are multiple touch points necessary? No one touch point or marketing tactic can be expected to effectively move the ROI needle in and of itself. The key to a successful marketing plan is that it is integrated with other strategic marketing tactics all working in coordination with one another to communicate a single message. Think of it this way, if all you did was run one ad, one time, in one publication, what percentage of your target
