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How to use TouchPoints data

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

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 e.g.:

  • 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 Channel Planner 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 e.g.:
    • 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 Channel Planner to:

  • Define each channel's 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 channel's 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 Channel Planner to evaluate:

  • Individual and combined coverage & frequency
  • Effective campaign thresholds
  • Scenario planning
  • Campaign targets
  • Evaluate multi media combinations
  • Intra media choices
  • Competitive interrogation
  • Unique reach
  • Frequency distribution
  • Platform performance
  • Buying audience to planning audience
  • Bespoke Client weighting
  • Added value analysis
  • Campaign evaluation e.g.
    • Performance of planning and buying audience
    • Primary vs secondary balance
  • Conversion to tracking audience

NEXT: Using TouchPoints data in the planning process

Last updated 04/08/2015

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