touchpoint_10 | Seamless-Journey

Above-the-Line Marketing (ATL)

Please, have a look below to 1) find some touchpoint-specific insights and KIP-related findings as well as 2) a mapping to the journey phases of the various suggested activities for this specific touchpoint.

All activities are labeled. Please find the labels and meanings here:

APPLY - Initiative has been successfully implemented within BSH and is ready for local scaling.

ADAPT - Basics have been successfully implemented within BSH but might require adaption for better KIP tayloring before local scaling.

EXPLORE - Initiative is not yet successfully implemented and can be driven in local pilots.

Successful campaigns cater to the consumers' journey meeting them where they are.

Early on in the journey focusing on lifestyle, brand, and design content focused on the kitchen as living space rather than individual appliances.
Using channel insights to identify the right platform / keywords and continuity across touchpoints.

Information - Orientation

Adapt

Information - Reassurance

Adapt

Purchase

Installation / Configuration

Usage - First

Usage - Routine

Usage - Maintenance