The impact of storytelling across touch points with Christopher Wallace
By Matt Helm
Even the best marketing strategy and messaging will fail to have the desired impact if they aren’t used by all consumer touchpoints. Christopher Wallace, Co-Founder & President of InnerView Group discusses transmitting marketing messages downstream.
The importance of customer experience on making a purchasing decision cannot be overstated. Unfortunately, many brands suffer from a lack of consistent storytelling across all touch points, making for a confusing and often off-putting experience for potential customers.
Our podcast guest, Christopher Wallace, is a marketing and sales expert with decades of experience running the gamut of customer touch points. Wallace, who harnessed the knowledge he gained during this time and founded InnerView Group, now works with MLEs to help them activate marketing programs throughout all channels. His goal: consistency.
Wallace knows first hand that despite a brand’s best intentions, keeping the message consistent is one of the largest challenges to drive sales. “It really comes down to how does the brand wanna show up to the customer through these various touchpoints?” He stresses the importance of creating a 2 way conversation between the marketing team and the frontline/sales teams.
The difficulty of getting the marketing message downstream to the customer through sales and support teams leads to frustration on all sides.
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Wallace adds that when the same question is posed to the frontline teams, only 38% felt confident. So we can see that there is clearly a problem going on that needs to be addressed.
Listen to the podcast to delve into the strategies and importance of consistent brand storytelling with our foremost expert, Christopher Wallace.