Orchestrated touchpoint architecture and personas

Brand and target group-appropriate control of the launch communication for the new car line of an automobile company. Development of a holistic touchpoint architecture and generation of new impulses for the communication strategy.

By analysing quantitative secondary data, we can identify the core milieus for the new Carline. We conduct in-depth interviews in these milieus in order to develop a deeper understanding of the purchasing decision process (phases, needs, information interests, touchpoints used).

We prepare the corresponding findings in personas to ensure efficient application in the development of measures.

Taking into account the target group-specific requirements, a holistic touchpoint architecture is developed, implications for its design are formulated and interfaces between the individual touchpoints are defined.

Establishment of an innovative touchpoint architecture that is based on a comprehensive consideration of the decision-making process of the core target group and a deep understanding of people and utilises the possibilities of the digital age in a targeted manner. Design of personas that enable user-centred development and control of measures.