Don't Forget About TIM

Recently at seminar on ROI (the one where I sat next to Dave Power), the speaker strongly advocated for holding true to the old Drucker axiom that's also one of my favs: you can't manage what you don't measure. At the same time he voiced concern over putting too much stock in "the myth of the last impression." This means that when customers are asked to identify what lead them into the store or to make their purchase, they often cite the last brand impression they experienced when, in reality, what moved them to action was actually several brand impressions working in concert.

As any good Lutheran would say, this is most certainly true. Branding is an experience that is a sum total of many parts; not a sequential and linear path where a sale only occurs after a set point. This is not to say that you should throw measurement out with the bathwater. Rather, you need to look for more holistic means of measurement. Instead of asking the ubiquitous how did you hear about us? with a list of media options where just one lucky winner is checked, perhaps the new customer should select which combination of media inspired them to act.

Years ago, Dean gave a speech that he called the "TIM Talk" at the National Office Machine Dealers Association convention. TIM is an acronym Dean developed that stands for Total Image Marketing. In his speech, he outlined a strategy for holistic branding that covers all touchpoints and can be applied to any media and any business. He's thinking of updating it and giving it again. I think that there's never been a better time for TIM.

Photo credit thegloaming