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Era of Choice Responding to Diminished Effectiveness Case Study • Introduce a new soft drink - Crunk!!! – – – – – http://www.crunkenergydrink.com/ Highly cluttered product and info. environment $25 Million - very small in category Target: Urban and suburban youth into hip-hop Discuss media options only • Traditional Media Options • Non-traditional Media Options • Specialized Media Options – How will you gain attention and build awareness Media Planning • Situation Creates Unique Challenges and Opportunities for Media Planners – Difficult to find your audience – Once you find them, hard to keep them – Difficult to foresee coming changes • Diminished Effectiveness – Hard to Get Noticed Even With Great Creative – Very Hard to Get Consumers to Respond The Death of Mass Marketing? • Demassification and fragmentation make traditional mass marketing impossible – Fewer broadly based “shared experiences” – Consumers want “personalized” products – Audiences face the dual problem of “time crunch” and “information overload” • Traditional mass marketing ineffective Fewer Programs Create Widely Shared Experiences The Explosion of Brands • More Brand Contact – More than 49,000 items in average supermarket • Less Message Recall – Dropped over 25% in 15 years • People avoid marketing messages – Screen telemarketers, avoid ads • More Action Messages – Explosion of coupons, direct mail pieces, catalogs, 1-800 calls, websites, etc. Consumers Are Surrounded • Doctor’s Offices • Bathroom Walls • Airport Lounges • Floor Boards • Classrooms • Bus Wraps • Album Art • Car Wraps • Gas Pumps • Toilet Paper • Grocery Stores • Bald Heads • Health Clubs • ???????? Where is the next new place for ads? Take Away • All of this results in marketing overload • Consumers are bombarded with over 3,000 marketing messages a day • We notice and recognize very few of them Prognosis • Traditional marketing will continue to decrease in effectiveness as consumers’ product and media options increase in the coming decade and beyond – So what do you do? Integrated Marketing Communication… • Strategies to deal with market complexity – Build visibility, trust, and loyalty through the reinforcement of a clear identity • Media planning is the key, at the center – Must ensure that targets experience the full range of connections for a holistic experience • How do you connect with the market? – How do you use media to overcome these hurdles and create new opportunities for brand building? Break Through the Clutter • Strategic communicators need to become less reliant on traditional marketing tactics and pursue new tools – Traditional marketing tactics are not going away – Must be complemented by emerging integrated communication techniques – Need to combine competency in traditional mass marketing with new capabilities – Need to “think outside the box” What are the new tools? • Marketing communications must be integrated to the extent they create synergies that develop awareness and boost behavioral responses beyond those that would be attained with a traditional campaign 1. Integrated Marketing Communications • Need to coordinate various strategic communications approaches – – – – Advertising, PR, Promotions, Direct Response Mutual reinforcement of core themes Timing of various strategic efforts Creates synergy and memorability 2. Segmentation • Need to define multiple audiences • Defined by usage, lifestyle, behavior • Speak to targets based on their individual needs and wants 3. Relationship Marketing • Develop a long-term interactive communication process between a defined segment and the brand • Use a full array of communication messages and channels to build ties 4. Database Marketing and Interactive Media • Technology allows narrowcasting and micro-marketing to individuals • Grounded in synthesis of purchasing and media consumption behaviors • All the opportunities of the Internet – Yahoo, Amazon, AOL 5. Connections Planning • Must get inside the media world of the target market or markets • Understand how they live their daily lives and how media fits into this world • Build opportunities to connect with target around their lives, not existing options Case Study • Its Crunk!!! time again – Budget still only have $25 Million – Target still Urban and suburban hip-hop youth – Discuss how these five responses to diminished effectiveness would shape your media strategy • Integrated Marketing Communications • Segmentation • Relationship Marketing • Database Marketing • Connections Planning