Points of choice identify response. Each organization has unique messages, channels and audiences that produce different points of choice. Most have multiple levels of contact with different audiences, a series of contacts that lead to engagement. An optimized brand identifies the most critical points of choice first, then builds from there.

Five levels - Attention, Interest, Demand, Action and Retention

Each point of choice is prioritized through five levels of engagement for the greatest return. Current contacts are optimized while gaps are identified as new opportunities to generate response. Once engaged, ongoing contacts are integrated to retain the relationship, generate referrals and create advocates. More...

Explore your points of choice with our free worksheet.