13/06/2008TouchPoints Site: Examples of TouchPoints in action

How TouchPoints data can be used at each stage of a brand's communication strategy

Using TouchPoints throughout the campaign planning process

IPA TouchPoints data can be used at each of the seven, distinct stages identified in developing a Communication Strategy for a brand:

Stage 1: Setting an Objective for the Strategy:
The Hub Survey can be used for probing the objectives of the campaign eg.

demonstrating corporate responsibility such as health and lifestyle or green association
helping understand the scale of a task such as recruiting new users, generating trial

Stage 2: Setting a Budget for the Communication Task:
Calculating the budget necessary for the scale of the task based on the weight of advertising required. We can use the Hub Survey to establish the relative weight of advertising required and the IPD to contruct an effective media plan to deliver it.

Stage 3: Establishing and Understanding a Target Audience:
Using the Hub Survey to:

Gain market knowledge, eg size, category, brands, usage, regionality
Gain competitive information, eg users, frequency, regionality, when used, association with events
Explore potential target audience definitions eg.

Demographics (socio, geo etc)
Lifestyle
Attitudes, values & motivations
User types
Behaviour
Segmentation
Attitude to advertising
Receptivity
Message, moment
Receiver or creator
Platforms/ events
Life events (getting married, buying a house)
Activities and leisure
Geography
Role in household
Mood

Context:

Patterns of daily life
Mood
Location
Time alone vs with someone

Brand relationships:

Brand loyalty, purchase, spend, usage
Fusion with Client data

Channel relationships:

Channel use and preference
reasons for using
favourites
for data on DM, online, mobile, social networking
Attitude to channel
Multi media use

What, where, when, how long for

Who with
Location

Stage 4: Finding a Guiding Idea to Form the Heart of the Strategy:
Using the Hub Survey to:

Support or substantiate ideas and hypotheses
Evaluate relative content
Establish key platforms
Review prospective partners

Stage 5: Choosing Which Channels to Use:
Using the Hub survey and the IPD to:

Define each channels’ role
Explore advertising receptivity/ response
Evaluate cross/ multi media use

Stage 6: How to Integrate the Chosen Channels to Achieve the ‘Multiplier Effect’:
Investigate simultaneous (or not) media use
Evaluate each channels’ contribution to the mix
Explore partnerships - media/ brand
Evaluate the potential roles of DM, mobile, online on the same platform
Investigate cross-platform potential

Stage 7: Implementing and Measuring the Effect of the Communication Strategy in Total and by Individual Component:
Using the IPD to evaluate: