Third, Program influence: manage customer touch-points so that each “influence-ready moment” builds upon the last. This applies to your in-store merchandising, sampling programs, etc. One specific campaign we ran achieved a 33% response rate when the industry standard was only 3%. This was to C level executives in New York City’s Financial District, one month after 9/11 when no one was supposed to be buying. Kind of like now. We questioned the business as usual mode and applied simple, easy, fast influence levers.
Fourth, Perpetual influence: targeting the “moments of truth” that influence your customer experience and drive brand perception every single day. This is where customer decision triggers impact in-store experience and customer facing interactions in most any industry, online and brick and mortar. We performed an influence audit and recommend ways to manage the customers experience.