From the course: Marketing Foundations (2022)
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Mapping brand-customer touchpoints
From the course: Marketing Foundations (2022)
Mapping brand-customer touchpoints
- You have learned about most aspects of marketing. You have decided what your brand needs to stand for and how to target. You have a strategic hypothesis as to what value proposition will engage customers and also have design solutions, pricing, and communications. How should all this be delivered to your target customers? This is the question that your distribution channel plan needs to answer. Distribution channels are the set of interdependent agents that help you deliver your brand. Start the process of planning for distribution channels by mapping all the potential touchpoints you or someone on your behalf needs to have with your customers. When I work with clients, we start this process by taking the brand customer experience map and layering all the executional elements required to achieve the beliefs and behaviors detailed in it. What solutions will we deliver? What price do we hope to charge? And what pricing…
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