Integrating the brand into supporting marketing programs
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Integrating the Brand Into Supporting Marketing Programs Product Strategy Deliver tangible and intangible benefits Add value through customer information Pricing Strategy Understand perceptions of value Balance price, cost, & quality

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Integrating the BrandInto Supporting Marketing Programs

  • Product Strategy

    • Deliver tangible and intangible benefits

    • Add value through customer information

  • Pricing Strategy

    • Understand perceptions of value

    • Balance price, cost, & quality

  • Supporting marketing mix should be designed to enhance awareness and establish desired brand image.

    • Communication Strategy

      • Mix & match communication options

    • Channel Strategy

      • Blend channel “push” with consumer “pull”

      • Develop & brand direct marketing options

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    Personalizing Marketing

    • Relationship Marketing – provide more holistic, 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 & multiple senses

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

    • Combine brand education & entertainment

    • Distinctive and relevant

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    Permission Marketing (Seth Godin)

    • Permission marketing “encourages consumers to participate in a long-term interactive marketing campaign in which they are rewarded in some way for paying attention to increasingly relevant messages.”

      • Anticipated

      • Personal

      • Relevant

    • Permission marketing can be contrasted to interruption marketing

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    5 Steps in Permission Marketing

    • Must offer overt, obvious, and clearly delivered incentive to prospect to volunteer

    • Must offer a curriculum over time, teaching the consumer 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 Evaluate Permission Marketing Program

    • What’s the bait?

    • What does an incremental permission cost?

    • How deep is the permission that so granted?

    • How much does incremental frequency cost?

    • What’s 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 rewarding experiences with consumers

      • Creates switching costs for consumers

      • Reduces transaction costs for consumers

      • Maximizes utility for consumers

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    One-to-One Marketing: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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    One-to-One Marketing:Five Key Steps

    • Identify consumers, individually and addressably

    • Differentiate them, by value and needs

    • Interact with them more cost-efficiently and effectively

    • Customize some aspect of the firm’s behavior

    • Brand the relationship

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    Buzz Marketing(Emanuel Rosen)

    • Keep it simple – Simple messages spread across social networks more easily.

    • Tell us what’s new – The message must be relevant and newsworthy for people to want to tell others about it.

    • Don’t make claims you can’t support – Making false claims will kill buzz or, worse, lead to negative buzz.

    • Ask your customers to articulate what’s special about your product or service – If customers can explain why they like the product or service, they can then communicate this to others.

    • Start measuring buzz – This can help determine which strategies generate the most buzz.

    • Listen to the buzz – Monitoring consumer reaction can yield insights 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 and predictability of traditional marketing activities

    • Models of brand equity can help to provide direction and focus to the marketing programs

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