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Transcript
discuss Can you think of an immersive brand experiences? Miller’s Man Laws • A ridiculous invention but one that obeys the branding law of the 21st century. Extend Marketing Space • Healthy Choice has used its online games to drive people to supermarkets to actually buy its products, by offering the chance for customers to print "mystery coupons" • A Hanes sweepstakes promoted the apparel company's new "tagless" t-shirt by using a tag as the virtual game piece: "Lifting" it with the mouse revealed the visitor's prize. turning a digital brand physical In the 21st century, this is what your job is all about: • Find ways to make your brand more experiential and hence more memorable! – careful spatial planning – live, real-time, event-based nature of the brand interaction • Shift consumers’ perception and practice of what constitutes a marketing ‘space’. – Immersion marketing seeks to achieve a much more proximal relationship between consumers and brands. • as theorists of the ‘experience economy’ put it: – ‘the more effectively an experience engages the senses, the more memorable it will be’ (Pine and Gilmore, 1999: 59). Application You have been hired to lead the strategy task force for digital marketing at Buick. The marketing director is at a loss because the brand seems to be losing ground with the 18-35 year old demographic. Buick • On a conceptual level, what do you suggest needs to be done. • On a concrete level, develop a marketing mix to achieve the objective of brand renewal. question • What do marketers brand? Flexible Branding of Customers Before Dematerialzation of Consumers we branded Products: Identity Branded Product Differentiation Customer Reputation Success is measured in brand recall/equity Now we brand customers... Identity Branded Product Differentiation Customer Reputation Success is measured in accuracy of customer identity production • IT lets firms recognize the customer as an individual with a history, a present, and a future, and be treated as such. • IT lets marketer manage customers for profit, – balancing each customer’s value against cost to serve! A typical Customer Map xxxx xx High Xxx xx xx xxx xxx xxxx xxxx xxx xxxx xxxx xxx x x xxxxxx Value xxx x x x x x x x xx x xxxx xxxx xx xx x x x xxxx xx xx xxxx xxxx Low xx xx xxx Low Cost-to-serve High Goal: Manage customer relations toward the diagonal xxxx xx High Xxx xx xx xxx xxx xxxx xxxx xxx xxxx xxxx xxx x x xxxxxx Value xxx x x x x x x x xx x xxxx xxxx xx xx x x x xxxx xx xx xxxx xxxx Low xx xx xxx Low Cost-to-serve High Information Marketer: Service delivery system driven by the customer’s assessed value xxxx xx High Xxx xx xx xxx xxx xxxx xxxx xxx xxxx xxxx xxx x x xxxxxx Value xxx x x x x x x x xx x xxxx xxxx xx xx x x x xxxx xx xx xxxx xxxx Low xx xx xxx Low Cost-to-serve High Steps to a Strong Customer Brand Identify each customer upon acquisition Ask, learn and remember key customer characteristi cs and preferences Value Rank each by gross margin or lifetime value Give preferred Customers more of what they value Cost-to-serve For low margin customers, reduce cost-to-serve Identify Differentiate Interact Customize Group Think! • Identify some specific uses of this customer branding technology! – Pick a industry – Pick a company – Generate a ‘case’ that shows how customer branding could be used by your company to improve profit per customer? Managing Relationships with Interactive Marketing Customization of Offerings and Interactions Learning About Customers • Knowledge acquisition • Cross-category analysis • Customer differentiation • Communications INTERACTIONS • Products/services • Channels • Prices • Service delivery Customizing Offerings and Interactions Tailored Communication Mass Customization Custom Prices Service Delivery • Customer • Auctions • Tracking designed • Customer • Service products based on control (Mattel, potential (Priceline. • E-mail Levi, value com) threadless • Viral • Discounts etc.) marketing based on behavior • Targeting banner ads Custom Channels • Dual channels Remembering Needs • Reduce transaction costs Anticipating Needs • Collaborative filtering Summary CCB managing director David Cole says: "Data is the lifeblood of our industry. Without fresh sources of data, response rates will continue to decline." • Branding is paramount • Branding is no longer limited to products and services • Branding needs individualized information • Customer branding becomes the foundation of a revolution in all other elements of the 4Ps!
