The importance of branding in all your touch points

It is often said that a typical customer has to be ‘touched’ at least eight times on average, before they are ready to make a purchase. The term ‘touched’ refers to each time the customer sees your brand and associates it with a particular product or service. It is for this reason that it is really important to keep your branding consistent from one touch point to another.

However, touch points also serve another purpose that is often overlooked. Repeat custom. Getting the same customer to make future purchases is what contributes the most to business profit, so surely touch points deserve a second look.

The repeat customer

Pound for pound it is much more profitable to encourage existing customers to keep returning than it is to win new customers. So what is the best way to achieve this desirable outcome? Touch points is the answer, but not your usual advertising kind. Instead we will explore the ‘Don’t forget us’ type.

Every business is different, but how you interact with your previous customers will largely determine how successful your business is. Here are some top tips for success:

  1. Make sure your company logo is on every customer facing interaction, including social media posts, letters, emails, PowerPoint presentations, info graphics, reminders, webpages, catalogues, brochures, price lists, vouchers and leaflets.
  2. Try to ensure that as well as the logo there is consistency with the use of brand colours, font types, message style and layout.
  3. Make regular communications to your previous customers, a reportable metric in board meetings. It is all to easy for your sales staff to get too focused on winning new customers. Make sure someone is accountable for repeat customers.
  4. There are all sorts of reasons to contact previous customers:
    • GDPR-non-opted-in current customers who benefit from a form of ongoing service e.g. active insurance policy, bank customer etc
      1. Inform them of business changes affecting them
      2. What you are doing to make life easier for them in the future
      3. Any good community causes
      4. To remind them to renew if they want to continue existing cover or support
    • GDPR-opted-in customers both current or previous.
      1. Any special offers, new products or services that you think your previous or current customer could have the slightest interest in
      2. What you are doing for the wider community or special needs groups
      3. What you are doing to support the wider industry that clearly the customer has an interest in
      4. Any competitions
      5. Any referral schemes
      6. Staff changes (if appropriate for your business model e.g. nursery)
Do you have the time or resources to action any of these top tips?

If you don’t have the time or resources available to improve your touch points, then consider outsourcing the task to a third party. My Marketing Dept is very experienced at making sure that your touch points deliver the best sales possible. Check out our support plans and see which one is right for you.

Published by Andre Alford

As a registered Chartered Marketer since 2013, Andre has supported the growth of four businesses totalling £61m in combined additional revenue. He has full service marketing experience ranging from product definition to organizing tradeshows, PR campaigns and advertising campaigns. Previously a Chartered Engineer too, Andre is a person of considerable vision that has enabled him to come up with multiple innovative ideas and patents. His management experience comes from managing large teams, large projects and from being a director on the board of a web-directory service. Andre’s management style is a coaching-type one, where he enjoys helping others to discover and exploit their natural talents.

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