Strategic Planning - Part 5 - Touch Points

We all have a need to get our message out to our various audiences and there are so many channels to use, so how consistent is your message and what channels do you use?

Based on more than 25 years of industry experience working with companies and organisations of all sizes from SME's to multi-nationals there is one thing they have in common and that is the need to engage with different audiences. Typically, we think of customers/clients and forget the rest, some, even more important than your customers. Personally, I believe that employees are more important than clients because if that part of your business is not right then the other parts will not function to their maximum. Leaving that thought aside there are other audiences such as suppliers, investors, regulators and any others that may be relevant to your sector. All audiences are important and there should be a consistent message delivered in a consistent way.

I am attaching a Touch Points Audit document which you can download and that will suggest areas that should be reviewed. As an exercise, take all physical documents out including things like business cards, invoices, brochures etc. and place them on a table. Are you looking at a mixture of documents that could come from disparate organisations or is there a consistency in their look and message. Do they look professional and are they representative of the high standards that you want your audience to experience? Ask some of your peers if you are not sure.

It is worth mentioning that the cost of getting it right is much less than you might perceive. Compare physical documents to online images and messages to ensure that there is consistency across all media.

This document will remind you of what you may have in your portfolio and help you plan for 2021.

Touch Points Audit-2020-2
Download PDF • 2.08MB

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Alec Drew, KBE shares his passion and knowledge around productivity and communications in the professional services sector. A major part of his 40 years in business was spent as Managing Partner of a highly successful branding agency where he worked with a wide range of CEO’s across all sectors. His insightful questioning and straight talking opened up new conversations, giving them fresh insights into their own organisations and uncovering valuable revenue streams that were previously overlooked. One strategy helped his clients achieve €3.23 billion in additional sales over a 5 year period.

He demonstrates the positive effect on shareholder value when all levels of an organisation speak the same language.  


As an international speaker he shows very quickly how a simple shift in mindset can have such a positive impact on the bottom line. He hates waffle, verbose explanations and jargon and his talks get straight to the point in a no nonsense but entertaining way. ’Technology - The Time Thief’ is a fresh and honest look at the combined effects of technology and communications not just on business but on society as a whole.


He hosts a weekly radio show where business leaders from all sectors share seminal moments in their lives. Asking insightful questions he encourages guests to retrace their steps from the start of their career to where they are now and talk about key influencers that shaped their success. It gives listeners their weekly fix of encouragement to believe in themselves and demonstrates the abundance of resources that are available to help you complete your journey to destination SUCCESS.  


He is Past President of the Professional Speaking Association, Ireland, a member of the PSA and the Global Speaking Federation. 


'The concept of business is simple until you let a human being near it' - Alec Drew