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The Journals are the premier publications for high-quality, hyperlocal news and advertising in Monmouth County, New Jersey

Oct 03, 2017

Business Matters: Touch Points

Glen J. Dalakian, Sr.

Touch Points

Remember the slogan “Reach out and touch someone”? This was used in an AT&T campaign in 1987 that many still recall today. The success of your marketing efforts can be determined by the number of times your business will touch someone. This is “Marketing 101” basics, but it’s amazing how many companies have forgotten this simple principle.

“Touch points” are opportunities and, if properly taken advantage of, will bring business to your door. This is why the most well-known companies have put their logo on everything from billboards to t-shirts, from business cards to webpages, from TV ads to mugs, and everything else they can think of or print on. Every time your logo, slogan, name, or other branding tool “touches” someone, it increases the possibility of more revenue for your company.

But there are often opportunities overlooked by those who may not have marketing experience or have not taken the time to pay attention to developing their “brand.” Even if you are super busy at this time, ignore marketing and it may all go away. At least take advantage of the basic platforms available, some of which are at minimal cost. So here are some common “touch points” that some (especially newer entrepreneurs) miss:

1)A clear logo and related slogan. Be careful here with fancy artwork to dress up your name. Too crazy and your message could get lost. A slogan supports your name and logo to get a clear message to your market. Matched well (and often simple is best), anyone who sees them will know what you do.

2) Logo and website printed on everything: stationary, business cards, email signatures, invoices. Anything you generate in print should have your logo, website, and slogan well displayed.

3) Apparel, from t-shirts to uniforms. Help your staff look and feel professional. Where possible (of course, a business suit can be an awkward place for a logo), provide a clean shirt to identify your staff, which can help your image and once again put your logo in front of people who are or who could become clients.

4) Giveaways: pens, flashlights, mugs, etc. are all cost-effective gifts to share and can gain valuable exposure.

5) Press releases. Publications are looking for good content. A simple, but interesting, short article about your company or unique client experience could land your name in some high profile places.

Of course, depending on your business model and budget, there are many other ways your firm can touch perspective clients, but don’t miss out on the basics. Marketing is like building a wall and each time you “touch” someone, you add a brick to the wall. One day, with enough bricks, your building will be finished, leading to a strong flow of consistent revenue.

“Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where they’d like to go.” – Seth Godin