Marketing touchpoints drive most value to brand

Brand can have multitude of touchpoints across paid, owned, earned. 

26 touchpoints level 1

Touchpoint recall and quality

Identify top touchpoints driving impact for each of the stages: equity, spontaneous awareness, consideration, sales, loyalty

Crucial brand touchpoints to grow brand in Vietnam: 

Retail & In-Store Presence

• Why it matters: While online shopping is growing, brick-and-mortar retail remains essential in Vietnam, especially in cities like Ho Chi Minh City and Hanoi. Consumers still prefer to see, touch, and test products in person.
• What to focus on:
  • Premium Placement: Secure premium retail shelf space in modern stores like Vinmart, Co.opmart, Big C, and Beauty & Pharma chains.
  • In-Store Displays: Create attractive, eye-catching Point of Purchase (POP) displays to draw attention. Clear signage, product education materials, and sampling stations help customers make informed decisions.
  • Retail Training: Ensure that store employees are well-trained to communicate the benefits and USPs of your products.

Example: Set up an interactive skincare consultation booth in a premium pharmacy, where customers can get a free skin assessment and try your products.

E-Commerce Platforms

• Why it matters: The e-commerce market in Vietnam is growing rapidly, driven by the rise of mobile shopping and the popularity of platforms like Shopee, Lazada, and Tiki. Online shopping is becoming increasingly mainstream, especially in urban areas.
• What to focus on:
  • Optimized Product Listings: Ensure product pages are optimized with high-quality images, clear descriptions, and local language support.
  • Flash Sales & Exclusive Deals: Use platform promotions, flash sales, and limited-time offers to create urgency and drive conversions.
  • Customer Reviews & Ratings: Encourage satisfied customers to leave reviews. Positive reviews are a critical trust factor in Vietnam’s online shopping culture.
  • Live Commerce: Leverage live streaming features on platforms like Shopee Live and Lazada to showcase product demos, interact with consumers in real-time, and boost sales.

Example: Run a Shopee Flash Sale with exclusive bundles that offer great value, and utilize Shopee Live to introduce your brand, show product benefits, and engage with potential customers.

Social Media & Digital Presence

• Why it matters: Social media is the central hub for discovery, engagement, and interaction in Vietnam. Platforms like Facebook, Instagram, TikTok, and Zalo are immensely popular, and consumers spend significant time on these channels.
• What to focus on:
  • Localized Content: Ensure your content resonates with the local culture, language, and values. Create campaigns that highlight Vietnamese holidays, local customs, or consumer concerns relevant to the market.
  • Engagement & Community Building: Respond actively to comments, messages, and engage in conversations to create a strong relationship with your followers.
  • Influencer Partnerships: Collaborate with local influencers and KOLs (Key Opinion Leaders) who can drive awareness, trust, and authenticity for your brand.
  • Social Commerce: Vietnam has a rapidly growing trend of live streaming on platforms like TikTok and Facebook, and integrating e-commerce functionality (e.g., Facebook Shops, Zalo Ads) is key for capturing the growing trend of social commerce.

Example: Partner with popular beauty influencers on TikTok to demonstrate how your skincare products work and encourage followers to try them. Run TikTok challenges to drive engagement.

Influencer & KOL (Key Opinion Leader) Partnerships

• Why it matters: Influencers and KOLs hold significant sway over consumers in Vietnam, particularly in beauty, fashion, and lifestyle sectors. Their endorsement can provide credibility and amplify brand messaging.
• What to focus on:
  • Micro-influencers & KOLs: Partner with Vietnamese beauty KOLs and micro-influencers who have strong engagement with your target audience. These influencers often have more authentic relationships with their followers.
  • Long-term Relationships: Develop ongoing partnerships with influencers rather than one-off promotions to build more sustained brand loyalty and trust.
  • Product Education & Reviews: Leverage influencers to educate their followers about your product’s unique benefits and showcase real-life usage.

Example: Collaborate with a Vietnamese skincare expert or dermatologist to create product tutorials or skin routines that highlight the efficacy of your derma brand.

Customer Service & Post-Purchase Engagement

• Why it matters: Customer service is crucial to brand perception in Vietnam. Providing excellent service helps build loyalty, especially when consumers feel valued and supported.
• What to focus on:
  • Responsive Support: Offer customer service in Vietnamese, and be available through popular channels like Facebook Messenger, Zalo, and email.
  • Follow-up & Feedback: After a purchase, send follow-up messages to ask for feedback, ensure satisfaction, and encourage reviews. This shows your brand cares about customer experience.
  • Personalized Support: Use CRM tools to offer personalized recommendations based on customer purchase history or preferences.

Example: Send a personalized thank-you note or skincare guide to a customer after purchasing your product, and encourage them to share their experience on social media.