So when we were thinking about how the thermostat would reach customers, we laid out all the different ways people could discover our brand: advertising, word of mouth, social media, reviews, interviews, in-store displays, launch events. Then we laid out the next step in the process—how they’d learn about our product. Brochures, our website, packaging, etc. And then we created a messaging activation matrix. When we were deciding what went where, it was crucial to know which parts of the story customers would be exposed to at various points of the journey.
