When rolling out campaigns, we’re taught to look for the optimal channels. During this process, the traditional media channels habitually get thrown into the consideration set without further thought. But what other touch points do consumers have with brands, which can be leveraged for a campaign?
It’s important to think beyond which media channels consumers get exposed to, and find other touch points that are prevalent in their lives. Where do they shop? Which public transport do they utilise? Where are they more likely to live?
The use of unconventional channels makes campaigns far more memorable, and often allows providing additional business solutions that conventional channels simply can’t. Unconventional channels come in many forms – from pop-up stores, to in-store “point of sale” installations and branded short films. They make people notice a brand that is doing something different, and perhaps even offering them a more convenient or entertaining shopping experience.
If there were no TV, print or digital media in the world, what channels would you use to reach and affect your consumers?
Written by:
Lana Bruskina – Strategy and Insight Manager
For further information on THINK Global Research, please contact Kristy Ihle (Managing Director) at info@thinkglobalresearch.com.
