brand & mktg

8/7/2019 Brand & Mktg

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Integrating the BrandInto Supporting Marketing Programs

Product Strategy Deliver tangible andintangible benefits

Add value throughcustomer information

Pricing Strategy Understand perceptionsof value

Balance price, cost, &quality

CommunicationStrategy Mix & match communication

options

Channel Strategy Blend channel push with

consumer pull

Develop & brand direct marketing options

Supporting marketing mix should be designed to enhanceawareness and establish desired brand image.



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Personalizing Marketing

Relationship Marketing provide moreholistic, personalized brand experiences to create

stronger consumer ties Mass customization

CRM

After-marketing & loyalty programs

Examples Experiential Marketing

Permission Marketing

One-to-One Marketing



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Experiential Marketing

Employ multiple touch points & multiplesenses

Often involves special events, contests,promotions, sampling, on-line activities,etc.

Combine brand education &

entertainment Distinctive and relevant



4

Permission Marketing(Seth Godin)

Permission marketing encourages consumers toparticipate in a long-term interactive marketing campaign

in which they are rewarded in some way for payingattention to increasingly relevant messages. Anticipated Personal Relevant

Permission marketing can be contrasted to interruptionmarketing



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5 Steps in Permission Marketing

Must offer overt, obvious, and clearly deliveredincentive to prospect to volunteer

Must offer a curriculum over time, teaching theconsumer about the product or service

Must reinforce the incentive over time

Must increase the level of permission the

marketer receives from the customer Must leverage permission to generate profits



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10 Questions to EvaluatePermission Marketing Program

Whats the bait?

What does an incremental permission cost?

How deep is the permission that so granted? How much does incremental frequency cost?

Whats the active response rate to communications?

What are the issues regarding compression?

Is the company treating the permission as an asset?

How is the permission being leveraged?

How is the permission level being increased?

What is the expected lifetime of one permission?



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One-to-One Marketing:

Competitive Rationale Consumers help to add value by providing

information

Firm adds value by generating rewardingexperiences with consumers

Creates switching costs for consumers

Reduces transaction costs for consumers

Maximizes utility for consumers



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Consumer Differentiation Treat different consumers differently

Different needs

Different values to firm

current

future (life-time value)

Devote more marketing effort on most valuable consumers (and customers)



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Five Key Steps Identify consumers, individually and

addressably

Differentiate them, by value and needs

Interact with them more cost-efficientlyand effectively

Customize some aspect of the firmsbehavior

Brand the relationship



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Buzz Marketing(Emanuel Rosen)

Keep it simple Simple messages spread across social networksmore easily.

Tell us whats new The message must be relevant andnewsworthy for people to want to tell others about it.

Dont make claims you cant support Making false claims willkill buzz or, worse, lead to negative buzz.

Ask your customers to articulate whats special about yourproduct or service If customers can explain why they like theproduct or service, they can then communicate this to others.

Start measuring buzz This can help determine which strategiesgenerate the most buzz.

Listen to the buzz Monitoring consumer reaction can yieldinsights such as how to improve the product or service.



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Personalizing Marketing

All of these approaches are a means to create deeper,richer, and more favorable brand associations

Relationship marketing has become a powerful brand-building force

can slip through consumer radar may creatively create unique associations

may reinforce brand imagery and feelings

Nevertheless, there is still a need for the control andpredictability of traditional marketing activities

Models of brand equity can help to provide direction andfocus to the marketing programs

brand & mktg

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