integrating the brand into supporting marketing programs
Skip this Video
Download Presentation
Integrating the Brand Into Supporting Marketing Programs

Loading in 2 Seconds...

play fullscreen
1 / 11

Integrating the Brand Into Supporting Marketing Programs - PowerPoint PPT Presentation

  • Uploaded on

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

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
Download Presentation

PowerPoint Slideshow about 'Integrating the Brand Into Supporting Marketing Programs' - ostinmannual

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
integrating the brand into supporting marketing programs
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
personalizing marketing
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
experiential marketing
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
permission marketing seth godin
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
5 steps in permission marketing
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
10 questions to evaluate permission marketing program
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?
one to one marketing competitive rationale
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
one to one marketing consumer differentiation
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)
one to one marketing five key steps
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
buzz marketing emanuel rosen
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.
personalizing marketing11
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