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Integrating the Brand Into Supporting Marketing Programs

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 Brand Into Supporting Marketing Programs

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  1. 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

  2. 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

  3. 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

  4. 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. 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

  6. 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?

  7. 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

  8. 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)

  9. 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

  10. 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.

  11. 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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