Ever visited the grocery store with a short list and walked out with a full cart? You took action. You responded to an enticing package or a persuasive message at the point of choice.
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.
That’s the principle of a point of choice
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’s designed to build awareness, the point of choice is focused on immediate response — taking action towards a purchase.
Each organization has unique challenges, opportunities and audiences that generate different points of choice. Each sales process is different, and every sales process has changed — some significantly — in the last decade.
- A website that’s more than an online flyer is an essential point of choice for any business today.
- Packaging is an “in hand” ad to the potential buyer and must be designed to stand out — so it’s picked up — and engage once in hand.
- A good sign can make or break an on-street or off-street operation.
- Vehicle graphics can be nearly free, eye-catching and compelling billboards.
Audiences will also influence the point of choice
Older audiences are more likely to follow traditional communication channels — picking up the phone, reading a brochure, meeting one-on-one. Younger generations are more likely to connect using social media or their smartphone.
Thus it’s important to understand multiple facets of the point of choice:
- Who your audiences are and why they choose your goods or services over others
- Which generation the target audiences belong to, which will influence where and how they choose to engage
- Where they prefer to interact — online, on their smartphone or tablet, in a retail setting, at a trade show
- The process of a successful sale, which will determine what influences the target to move forward in the process
As part of the brand optimization process, 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 will identify and prioritize where it’s essential to build the brand to influence that choice, to have the most impact visually and strategically.
The point of choice is the foundation for an integrated brand — an optimized brand — that delivers a bigger return on your marketing.
Explore our website further to learn about our brand optimization methodology.
Use our worksheet to explore your points of choice.