The action? You made a purchase. The product moved off the shelf, into the cart and to checkout. Product sold. A marketing investment paid off.
A point of choice is where and how your target audiences take action to move forward in the sales process — to inquire, refer, call, join, download, click through, sign up or buy. Unlike advertising or public relations that builds awareness, the point of choice is focused on immediate response — taking action.
Each organization has unique challenges and audiences that pinpoint different points of choice. Each sales process is unique and requires examination.
Older audiences will likely to follow traditional communication channels — picking up the phone, reading an ad, meeting one-on-one. Younger generations will likely connect using social media or their smartphone.
Understand the multiple facets of your points of choice:
We first distinguish your audiences and chart the sales process for your category, product or service. That will pinpoint the points of choice that are critical to success.
We'll identify and prioritize where to build the brand to drive that choice with visual impact and a compelling message.
The point of choice is the foundation for an integrated brand — an optimized brand — that delivers a bigger return on your marketing.
Get our worksheet to find your points of choice.