communicating with customers promotion, internet & sales dr. dawne martin mktg 241 march 1, 2012
TRANSCRIPT
Communicating with Customers
Promotion, Internet & SalesDr. Dawne Martin
MKTG 241March 1, 2012
Schedule & Learning Objectives
Schedule◦Thursday, March 8 – Paper for Segmentation,
Target Market, Value Proposition◦Next Time – Pricing, Chapter 11◦Tuesday, March 13 - Quiz 3 – Chapters 8-12
Learning Objectives◦To identify the elements of a brand and how to
build a brand name
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Promotion Communicating with Markets
Post World War II Advertising Sales promotion Personal selling Public relations (and publicity) Orchestrated by a marketing professional or
advertising firm Google-box (television)
◦ Only three major television channels in the United States in 1960 TV advertising was Tide in the daytime, Pepto-
Bismol during the evening news Supplemented by ads in targeted magazines
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New millenniumProliferation of Media Options
Advertising is going, going, gone!◦ TiVo◦ DVR◦ TV sets in every room of the home used for
Playing video games Surfing the Internet Listening to music Shopping Trusted source of information and
entertainment
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New millennium (cont.)
◦Backlash against advertising resulting in New media Entertainmentization of marketing Numerous innovative marketing practices Altering communications landscape and
marketer’s role forever◦Consumer is reinventing marketing
Like to talk and hear what others have to say Not interested in sterile, politically correct
messages Want to get behind lies marketers tell No longer relying on static world of newspapers,
magazines, and TV
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Yet there are several enduring characteristics of successful marketing efforts in contemporary environment
◦ Efficiency in marketing expenditures◦ Creative and alternative approaches for
managing marketing variables◦ Ongoing product and process innovation◦ Customer intensity◦ Ability to effect change in the environment
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Perspectives on the Emerging Nature of Marketing
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The Brands in the Eyes of Its Creator
As a potential source of value a brand, in a consumer’s world, shapes a wealth of
◦ Perceptions ◦ Beliefs ◦ Attitudes ◦ Experiences
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Product versus Brand
A product isSomething made in
a factoryCan be copied by a
competitorCan be outdatedHas a lifecycle
A brand isSomething bought
by a consumerUniqueTimelessEternal
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Brands play six roles
1. The brand as a product/company identity2. Increasing brand relevance: from product
identity to trustmark3. The brand as a relationship builder4. Improved customer interactions: from
identity to experience5. Loyalty beyond reason: from trustmark to
lovemark6. The brand as a character in a story
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Methods of Developing a Brand Name
New brand world was infused with “-er” words
Cleaner Stronger Whiter Brighter
Distinct identity Brand-as-person Brand-as-organization Brand-as-symbol Brand-as-product
USP (unique selling/value proposition) – Benefits are:
Functional Emotional Self-
expressive
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The company and its network as co-creator of value
Events, or a series of events◦ Create a memorable and emotional connection
with customers◦ Special events don’t end up in the clutter◦ Alternative to media advertising
Often more effective Less expensive
Service experiences at retail outlets ◦ Are emotion-evoking because of the shopping
experience itself ◦ Might be as simple as an unsolicited bonus item
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Define and Build Your Brand
What is your UPS – unique selling proposition◦What are the most important issues/features for the
customer ◦How do you create value for the customer?◦How are you different/better than the competitor?◦Create a brand slogan that communicates your UPS◦Create a brand name – elements of good name
http://loganzanelli.com/effective-name/◦Create a logo (brand mark) to give the brand a face
http://smallbusiness.chron.com/elements-good-logo-design-1426.html
Elements
Brand name Conveys what you do
(PDQ Printing) Connects with your
target customer – speaks to need, emotion, desire
Conveys brand’s style & implies value
Easy to pronounce and spell
Unique and easy to remember
Logo Designed with the target
market and marketing strategy in mind
Builds trust – consistent type face to convey connections and image
Distinctive and unique – subtle hints and make an impact
Details make the logo –◦ Fonts common in industry or to
target market◦ Color – based on the
characteristics target market associates with color
◦ Shape – simple but recognizable◦ Scale – clean art with no
unnecessary points to provide scalability
Identify the Task
Pick the Tools
Advertising – print, direct mail, outdoor, broadcastMarketing Collateral – brochures, newsletters, flyers,
postersPromotional Activities
◦ sponsorship for special events◦ participate in community projects, boards◦ Trade shows, conferences, home shows◦ Fairs ◦ Give-aways◦ Coupons & Free samples◦ Conducting contests◦ Experiential or educational programs – wine tasting or
workshop
Pick the Tools (cont.)
Public speaking and conferencesWrite an article for publication in trade
journals, newspaper, newsletters, blogsMedia relations campaign – targeted
media to benefit business