Build your brand on action.

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 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.

  • A website is an essential point of choice for any business today.mctavish-packaging_folio-1.jpg
  • Packaging is an “in hand” ad to the potential buyer. It must be designed for "glance and grab" action.
  • 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 guide the point of choice

Older audiences will likely follow traditional communication channels — picking up the phone, reading an ad, meeting one-on-one. Younger generations prefer to connect using social media or their smartphone.

Understand the multiple facets of your points of choice:

We'll identify 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, a compelling message and calls to action.

The point of choice is the foundation for a powerful brand  strategy that delivers a bigger return on your marketing investment.

Download our worksheet to find your points of choice.



You have an awesome ability to know how to get a clear identity and message out in the market and have it align with market communication.

Charlie Hopewell, OMEP