Marketing Genius from Maple Creative

Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.

Tuesday, March 16, 2010


Tag! You've just been touched by our brand. The Marketing Genius blog is one of many touchpoints for Maple Creative. And hey- we are thrilled that you're here!

A touchpoint is any interaction that you audience has with your brand. Each touchpoint is an opportunity. It can be a great, positive experience. Conversely a touchpoint can be disappointing or harmful, serving to detract from your brand and its perceived value.

Sure, your Web site is a touchpoint. And quite obviously, your office (or store) is a touchpoint, too. Sales reps are touchpoints, no doubt.

Following are a few other touchpoints that are easy to overlook:

Invoices and billing statements - Are these confusing and intricate? are they consistent with your brand identity? do they say, "Thank you"?

Voicemail greeting - Is it dull, plain and void of emotion? or is it unique and energetic?

Sponsorship presence and community outreach - Are these helping you to touch potential clients in the right venues and at the right time?

Former employees - What are these folks saying about your company and its leadership?

Vendors and suppliers - Are you perceived as paying your bills on time? Deemed to be fair, ethical and of solid integrity? Vendors talk ... and they have tremendous reach.

Tech support line or help desk - Do these represent your business well? Do they consistently fulfill the front-end promises that you are making ... or do they tend to disappoint?

Touchpoints can work for you--or against you. The case for most businesses is that some touchpoints are winning customers, while others are turning people off. It's rarely all or none.

Take an hour or two and map all of the touchpoints for your business. Evaluate each and every one on the list. Be sure to put yourself in the customer's (or prospect's) shoes. Better yet--get some external (i.e., real live customer) feedback on each touchpoint. Figure out which touchpoints need some TLC. Then, apply the leader's touch to fix or reinvent.

You may even find that you are lacking some touchpoints. For example, one client of ours felt that they weren't converting enough sales opportunities. They believed they need to add a couple helpful marketing touchpoints on the pre-sale side of things. The goal was to warm up the prospects, so that they are more informed and more inclined to do business, prior to the first sales contact. We helped them create those additional, informative touchpoints and the success rate grew! That's the Midas touch that good marketing can deliver.


Monday, March 15, 2010

Thanks Coach Huggins! (via Dave Pray)

Friend and fellow blogger Dave Pray articulated exactly what was on my mind following this weekend's huge victory at Madison Square Garden. The following post is from Dave Pray's blog:

What a remarkable game yesterday. WVU beats Georgetown and...for the first time in school history, won the Big East Basketball title. I loved the game and really the entire week. What impressed me the most about yesterday's performance was Coach Huggin's post win interview.

Coach's post game interview doesn't seem to be popping up at the moment on ESPN's website...but here is the jist of it. (1) Coach Huggins is very close to tears....and this is not coming from the head....but the heart. (2) And why he is almost crying in his because the kids played their hearts out...played beyond their skill levels....and he is so happy because he is happy for the State.

And I for one am buying this. Many Division One coaches would be crying because they know their resume just got expanded and they are worth more money.

Huggins isn't looking to move. He loves West Virginia and he is inspiring these young men to play beyond their given capabilities. His ability to provide a much bigger mission is paying off and is a great example of leadership we can all learn from.

OK...he's got the X's and O's down...he is a great recruiter....he knows how to build individual skills and conditioning....yeah...and so do about 50 other D1 coaches. But he is leading these young men on a slightly higher this one for the people of West Virginia....he means it and I feel it.

Great season...great coach...great leader.

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