9. OPTIMIZING ALL TOUCHPOINTS
Paid Media
Mass media
opportunities
Owned Media
Maximize existing
touchpoints and
experiences
Earned Media
Encourage others
to facilitate W.O.M.
9
10. START WITH THE CONSUMER’S FIRST TOUCHPOINT --AND WORK OUT FROM THERE
Market Wide
Opportunities
Use targeted media
efforts to build overall
awareness
Community
Connections
Connect within their
daily routines and
communities
Surrounding Area
Extend brand
experiences beyond the
store
The Product/Store
Experience
Maximize all existing
touchpoints and
experience
opportunities
10
20. MASTER
BEING AN
EXPERIENCE
ARCHITECT
b eyo n d p u s h i n g
impressions, adve
rtising must
design & account
for how
consumers
experience brands
to d ay i n a n o m n i channel
e nv i r o n m e n t
marr ying the
distribution with
how consumers
experience brands
o n T H E I R te r m s
Hinweis der Redaktion
----- Meeting Notes (11/3/11 18:20) -----how can media effect the product experiencehow can facilitate a positive experience across every touch point?how do we create a total positive experience with media?think through a wide angle-lens….
----- Meeting Notes (11/3/11 18:20) -----Steve takes it back….
----- Meeting Notes (11/3/11 18:20) -----were not really media planners but rather media architects…we have to look at where we are going...