marketing trends presentation sept 2014
Post on 13-Nov-2014
234 Views
Preview:
DESCRIPTION
TRANSCRIPT
New Marketing CommunicationsLessons from the Fashion Sector
Bill Webb The London College of
Fashion
Niels Brock Business School Visit
September 2014
The Origins of Marketing
The “Four Ps” E. Jerome McCarthy, 1960 Supplier & Brand Centric FMCG Focus “The management process responsible for
identifying, anticipating and satisfying customer requirements profitably”
The UK Marketing Society, 1995 Power Shift from Manufacturer to Retailer
The Traditional Marketing Model
Source: Pickton & Broderick, 2001
“ The End of Marketing as we Know It” Sergio Zyman, CMO, Coca-Cola, 2000
Customers aren’t listening or responding
Marketing expenditure is wasted
Retailer brand ownership is only a stage
A new vision and new techniques are required
Definition of New Marketing
Non-traditional ways of communicating with, and influencing, our customers
Today’s “omni-channel” shoppers
Our customers are now skilful, “professional” shoppers - informed, demanding, time poor, connected,
promiscuous, environmentally aware......... Personal budgets have been squeezed and
stretched Buying decisions are more complex New technology has served to empower
consumers The purchasing process now takes across
channels
Buying Clothes Online or In-Store?
Source: GMI/Mintel
12 11
43
17 1715
11
39
18 17
22
16
36
15
11
0
5
10
15
20
25
30
35
40
45
50
I buy more clothesonline than in-store
I buy around thesame amount of
clothes online andin-store
I buy clothes online,but buy more clothes
in-store
I have browsed forclothes online buthave never bought
I have neverbrowsed for clothes
online
%
2010 2011 2012
Shops exist because they carry out Functions that Add Value
Pre-select & edit product ranges Provide value-for-money prices Break bulk Provide time & location convenience Hold stock Provide information for customers Provide product support & service Provide credit
Q: do we still need shops for all this?
Rationale for New Marketing
Fragmented markets Saturated markets – focus on “wants” Communication overload Customers have “wised up” to
traditional techniques – loss of Trust & Relationship factors
Technology developments Cost productivity pressures
“ Permission Marketing”
Seth Godin (2000)
Direct Marketing
Relationship Marketing
Permission
Marketing
Brand Usurpers & Brand Terrorists
Characteristic of New Marketing
Focussed activities Consumer is involved –
“conversations” not “communications”
Search for more credibility & trust Development of Communities Media has greater affinity with
brand values
New Marketing
Advertising
PR VM
Sales Promotion
Guerrilla Marketing /Ambush Marketing
Viral Marketing
Celebrity Marketing
Cause Related Marketing
Experiential marketing
Scarcity Marketing
Social Media
Scarcity Marketing
Fast Fashion WIGIG On/offline Outlet stores Limited Editions Pop-up everything Trunk/sample sales Luxury Customization
Guerrilla MarketingThe use of non-conventional, semi-legal
“ambient media” to increase brand awareness
Fly posting Stencilling Stickers Product placement in “cool”
venues “Freebies” – Levis brand
magnets Demonstrators Laser projections – “Gobos” Event hosting Pirate radio station ads
Gail Porter
Guerrilla Marketing - Examples
Tomy “Micro Babies”
Ben & Jerry’s
Sloggi
Plaza Shopping Centre
Pilot watches
Flash Mobs & Ambush Marketing
Hugo Boss @ British Open Golf - Turnbery
Bavaria Beer in South Africa
Temporary “Pop-Up” Shops
Levi’s
Adidas
Comme des Garcons
Diesel – 55DSL
IKEA
Pop-ups and brand spaces
Motorola (Products RED)
Pop up Store –
Chicago
2 weeks only
Experiential Marketing - Brand Flagships
“ Don’t call it a store – call it and Ad with walls” – Stuart Elliot.
New York Times
Apple
Regent Street
London
““forget the shoes, Prada's forget the shoes, Prada's new store stocks ideas”new store stocks ideas”
NY TimesNY Times
Cause Related Marketing
Tesco – C f S Monsoon/East – India Body Shop Breakthrough Breast
Cancer – M&S, River Island, Avon, etc
Levi – War Zone Giordano – anti-
suicide Top Shop/Office - MS
Co-Branding in Fashion
Cause related marketing Celebrity marketing Sponsorship Complementary
products Designers Country of Origin
Designer Co-Branding in Fashion
Stella McCartney with Adidas
H&M
Celebrity Marketing
H & M – David Beckham GAP – Angelica Huston Miss Dior – Natalie Portman Coach – Gwyneth Paltrow Nike – Michael Jordan Mango – Penelope Cruz Burberry – Emma Watson Chanel No 5 – Brad Pitt
Sponsorship
Top Shop/River Island/ASDA-George New talent – “Re-
Creation” with Dazed & Confused
Designer boutiques Graduate Fashion
Week New Generation
Awards
Benefits of Co-branding
Differentiation – “cool” – peer reference aspiration. Strong & simple
Branding relates more to emotion & values than to attributes
Positive image creation & recall Brand preference & purchase Price premium Free PR Motivate investors and employees
Issues in Co-branding
Selection of partner(s) – credibility, availability, exclusivity, popularity, risk
Timing & Control Integrity – partners “live the brand” Transparency Partnership – shared values Mutual benefits Integration of total marketing mix
Celebrities can let you down
Negative impact on Brand Reputation by association
Viral Marketing (Social Media Marketing)
The use of a brand’s customers to increase awareness and change attitudes
How fashion spreads – brand leaders early adopters late adopters laggards
Customer types – Promoters (“brand evangelists”), Passively Satisfied, Detractors (“brand vandals”) - Frederick Reichheld
WOM = Word of Mouth – accounts for 67% of new sales (McKinsey)
“The Tipping Point” Malcolm Gladwell
Customers as Brand Ambassadors
“ Reichheld’s research indicates that there is a strong correlation between a company’s growth rate and the percentage of its customers who are willing to recommend the company to a friend”
The Economist
“The only path to profitable growth may lie in a company’s ability to get its loyal customers to become, in effect, its marketing department”
Frederick Reichheld – Bain & Co
The Net Promoter Score (Reichheld)
- 5 + 5Detractors Passives
Promoters
Likely to Recommend
Extremely Unlikely Extremely Likely
NPS ( eg +2.76) = Average of Promoters & Detractors
Net Promoter Score – Boots Example
Michelle Mone – Brand Evangelist
“I love Montblanc pens. I’ve got more than 30 – I’ve got the highlighters, the fountains pens, the lot. Whenever I’m in an airport I think ‘I must go and get the new Montblanc pen’ It’s my indulgence”
Metro, 13.01.2009
Michelle Mone - Ultimo
Service Reputation
“ We take those funds that might otherwise be used to shout about our service, and put those funds instead into improving the service. If you do build a great experience, customers tell each other about that. Word of Mouth is very powerful”
Jeff Bezos, CEO Amazon.com.
Business Week, July, 2004
Nordstrom – US Top Spot 2012
“Buzzing” – Brand Ambassadors
Bzz Agent – 60,000 volunteer agents
Tremor (P&G) – 240,000 teenagers
Lee Jeans “Truefit” campaign – 1,000 buzz agents
Purchase Influencers“Mavens” (Gladwell)
Younger generation
Electronic Viral Marketing
= Social Media Marketing
Beyond E-mail marketing “Social media” is the social
interaction among people in which they create, share or exchange information and ideas in virtual communities and networks
Fastest growing use for the Internet and fastest growing marketing instrument – 67% brands on Instagram
Digital Marketing Spend 2014
(USA)
Types of Social Media
Collaborative (wikipedia) Blogs, Microblogs & Vlogs (twitter) Content Communities (YouTube) Social Networking (Facebook) Gaming (Minecraft) Virtual Social Worlds (Second Life) Channel can be Brand Controlled or Externally
Controlled
International & Local Examples
English speaking world – YouTube, Twitter, Tumblr, Instagram, Facebook, Pinterest, Google +
China - WeChat, Qzone, RenRen Japan – NicoNicoDouga Indonesia – Zorpia India, Brazil – Orkut Russia – Vkontakte France – Skyrock Italy – Badoo Germany – Gutefrage, Xing Denmark – Amino, Arto
Example – Yoox (Italy) on WeChat (China)
Emerging markets are heavy users
Engaging with Social Media is challenging, but effective
Example – Piperlime (GAP)
August 2014
Example – Dover Street Market
Comme des Garçons
Example – Burberry, Shanghai
Burberry used WeChat to launch its new flagship store in Shanghai and A/W 2014 collection
Objectives & Benefits of Social Media Marketing
Brand awareness, advocacy, engagement, reputation, community building, sales….
Management of Social Media
- becoming more professional - Gleamfutures
Objectives Planning Skills Control/”rules” Monetize Budgets Evaluation/ROI Personality Community culture
Content Forecasting Customer Insight Resonance & trust IT/”Big Data” Troubleshooting Risk analysis Marketing integration Commitment
The Flows of New Marketing
Where will it all End?
Rational Analysis of Management Fads – Remember ECR?
Daniel Staib
GDI, Zurich
Reading Sue Adkins – Who Cares Wins Mark Schaefer – Social Media Explained Frederick Reichheld – The Ultimate Question &The
Loyalty Effect Alan Mitchell – Right Side Up Jay Levinson – Guerrilla Marketing Seth Godin – Unleashing the Idea Virus & Purple Cow George Silverman – The Secret World of Word of
Mouth Marketing Malcolm Gladwell – The Tipping Point Glen Urban – The Emerging Era of Customer
Advocacy (Sloan Management Review – Winter 2004)
…….and Good Luck
Bill Webb
Senior Lecturer - LCF Scholar of Cambridge University Marketing Manager/Director - Jaeger,
Johnson & Johnson and Storehouse Director, Management Horizons Marketing Director - Fitch Retail
Design Director, Conzept International Retail Consulting Career Member of Ebeltoft Group (local
member: Retail Institute Scandinavia-Århus)
The University of the Arts London
Largest university for design & fashion in Europe Over 20,000 students from more than 130
countries Six colleges with individual specialisms London College of Fashion School of Science and
(retail) Management Member of the Association of Business Schools Member of The European Retail Academy Centres for management consulting and
industry training Extensive research into fashion and retail
sectors
Ebeltoft Group
Ebeltoft Group is a worldwide alliance of retail consultancies with members in numerous mature and emerging retail markets.
Responding to our client´s demand and market globalization, we offer pragmatic retail consulting services and conduct global insight research.
We are unique in our ability to combine global retail expertise with deep local insight and turning this into innovative and practical solutions.
North America: United States and Canada
Latin America: Brazil and Mexico
Europe: Denmark, France, Germany, Italy, Netherlands, Portugal, Romania, Spain, Turkey and United Kingdom. And Switzerland.
Asia Pacific: Australia, China, Singapore and India
Ebeltoft Group Bill Webb b.webb@fashion.arts.ac.uk webbontheweb@yahoo.com T: +44 (0)7768 453169 www.ebeltoftgroup.com Facebook & Linkedin
top related