Transcript Document

7/17/2015
Dr. Jean Wilcox
MARKETING AND
BRAND STRATEGY
Business Planning Workshop #7
Innovative and Entrepreneurship Institute
Fox School of Business
Temple University
Dr. Jean Wilcox
March 21, 2013
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So you’ve just started a business …
• What’s the first thing you do from a marketing
perspective?
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Marketing and the Purchase Decision
Target market
Awareness
Marketing Programs
Field Sales People
Mass Marketing
Public Relations
Word-of-Mouth
Consideration
Perceived Need
Referral Evaluation
Promotions
Trials
Purchase
Real need or want
Emotional “Hook”
Impulse
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What is a Brand?
• A brand is the “structure” that your company
“lives” in
• It is a company’s “Personality” and its
“Reputation”
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Why Your
Brand Matters
Branding, by its very
nature is not optional. If
you do not position
yourself in people’s
minds, they will do it for
you. …
Peter Drucker
© 2002-2013 CattLeLogos Brand Management Systems LLC
All rights reserved
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A Brand Creates Value
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Harley Davidson
Coca Cola
Nike
Designer Brands
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Brand Quiz
• What is your favorite Brand
• Why?
• What does it represent to you?
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Who Defines Your Brand
• Your Brand is defined by how well you deliver
against customer expectations and
perceptions
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Two Views of UPS
Jean’s
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They’re great!
No problems with service.
Donna English.
She tracks me down.
I love them!
Rhonda’s
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They’re terrible!
Left stuff in the rain.
They’ve lost deliveries.
Different driver every day.
I hate them!
Brand Loyalty is created or lost based on
Personal Experience
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“A brand is no longer what we tell the
consumer it is – it is what consumers tell
each other it is.”
- Scott Cook, Intuit Chairman & P&G Board Member
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Wow! I guess that person didn’t like our
customer service!
© 2002-2013 CattLeLogos Brand Management Systems LLC
All rights reserved
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12Wilcox
Who Influences Your Brand?
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Customers
Sales
Marketing
Customer Service
Delivery People and Distributors
Workers
Receptionist
Product Performance
Competitors
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Everyone in a Company Impacts the Brand
Frequency of
Customer
Contact
Touch
Factor
(Month)
Franchise Owner
Once a quarter
.33
Office Manager
Once a month
1
Sales Manager
Once a week
4
Daily
20
Who
Delivery People
or Workers
Number
of
People
Total
Brand
Impact
Dr. Jean
14Wilcox
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Everyone in a Company Impacts the Brand
Frequency of
Customer
Contact
Touch
Factor
(Month)
Number
of
People
Franchise Owner
Once a quarter
.33
1
Office Manager
Once a month
1
4
Sales Manager
Once a week
4
12
Daily
20
16
Who
Delivery People
or Workers
Total
Brand
Impact
Dr. Jean
15Wilcox
7/17/2015
Everyone in a Company Impacts the Brand
Frequency of
Customer
Contact
Touch
Factor
(Month)
Number
of
People
Total
Brand
Impact
Franchise Owner
Once a quarter
.33
1
.3
Office Manager
Once a month
1
4
4
Sales Manager
Once a week
4
12
48
Daily
20
16
320
Who
Delivery People
or Workers
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Defining the Context
• Define Brand Strategy
 Sense, Feel, Think, Act, Relate
• Situation Analysis
 Where you are determines how you get to where
you want to go
• Articulate company priorities and approach to
business
• Define target markets
• Develop Product Positioning Strategies
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Value proposition
• Clear statement of benefits to the customer
• Need to understand your target market
 Needs
 Wants
• Includes:
 Unique selling points
 Quantification of the value to the customer of those
points
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The CattLeLogos® Method
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Vision
Image
Message
Means
Implementation
Evaluation
Monitor and Maintain
CattLeLogos is a registered trademark of CattLeLogos Brand Management Systems, LLC
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IMAGE
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Image
• Images, colors, and graphics create different
perceptions depending on the particular
combinations that you choose.
• Determining what is NOT appropriate for your
brand is just as important as determining what is.
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Image
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What’s your business type?
What kind of image do you want to project?
Who’s your audience?
Explicit / Implicit
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What does your total Brand look like?
• Think beyond the logo!
• Do your presentations, documents, signs, faxes,
ads, etc. capture the appropriate look and feel for
your brand?
• Do your materials stand-out from your
competitors?
• Remember: whether you like it or not, your
complete image is what’s important.
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Subliminal messages
• Does it capture the professional position you
desire?
• Is it relevant to what you actual deliver?
• Does it create the right kind of emotional
response in the potential customer?
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“We’re a small company. We did it
ourselves.”
• “In a recent meeting with the CEO of a new client
… he made the comment that he decided to
engage us in part because of his impression of the
materials we produced through the courting
stages of our relationship.”
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“We desktop published our own brochure.”
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Same information, professional lay-out
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How to create an Image
• Create brand identity package: logo, colors, fonts,
graphics, and guidelines
• Create templates for use in desktop publishing
(Internal Use)
• Update existing materials to create consistent
implementation
• Develop a style for how you present yourself
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Beware the “Free” Templates
These do not project
anything particular
about your company,
your business, your
personality
Cannot Trademark or
Copyright them
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Card from a Creative Agency
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© 2002-2013
CattLeLogos Brand Management Systems LLC
All rights reserved
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The “Other” Image
© 2002-2013
CattLeLogos Brand Management Systems LLC
All rights reserved
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Think the Intangibles Don’t Matter?
• At the drive-in teller at the bank, the sign has
withdrawal spelled incorrectly. The customer
thinks, “If they are that careless with their signs,
how will the treat my money?”
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Think the Intangibles Don’t Matter?
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"Woman without her man is nothing,"
• The men wrote:
"Woman, without her man, is nothing."
• The women wrote:
"Woman, without her, man is nothing."
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Think the Intangibles Don’t Matter?
• According to Toronto's Globe and Mail, a
contract to string cable lines along utility poles
states that the agreement "shall continue in force
for a period of five years from the date it is made,
and thereafter for successive five year terms,
unless and until terminated by one year prior
notice in writing by either party.”
• That misplace comma may cost the Canadian
company a whopping $2.13 million.
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CREATING A MESSAGE
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© 2002-2013
CattLeLogos Brand Management Systems LLC
All rights reserved
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Message
• Who’s your audience? What do they want to
hear? Need to hear?
• How do you make an emotional connection with
them?
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Message -- The Elevator Pitch
• What are the key messages that make up your
brand?
• What’s really relevant to talk about?
• What is NOT relevant to talk about?
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Make Your Message Memorable
• Make it easy for your customers to become your
best Sales People
• Develop a Story that is easy for people to
remember and repeat
• Pay attention to the “implicit” message – the
context, the body language
• Find an emotional connection with the client
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Messages…
• Can you hear me now?
• How do you spell relief?
• The Nightime Sniffling Sneezing Coughing
Aching Stuffyhead Fever So You Can Rest
Medicine.
• We bring good things to life.
• You’re in good hands with …
• You’re fired!
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Blowing the Branding:
• Bad names
 Alu-Fanny foil wrap (France)
 Atum Bom tuna (Portugal)
 Happy End toilet paper (Germany)
 Pschitt lemonade (France)
 Zit lemonade (Germany)
• Clairol, a hair products company, introduced the
"Mist Stick", a curling iron, into Germany only to
find out that, in German, “mist” is slang for
manure.
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Lost in Translation
• Electrolux, a Scandinavian vacuum manufacturer, used
this ad in the U.S.:
 "Nothing sucks like an Electrolux."
• The Dairy Association's huge success with the campaign
"Got Milk?" prompted them to expand advertising to
Mexico. Their Spanish translation read:
 "Are you lactating?"
• In Italy, a campaign for "Schweppes Tonic Water"
translated the name into the much less thirst quenching
 "Schweppes Toilet Water."
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Implementation Plan: Foundation
• Stakeholders
 Who are all the people you need to communicate with?
• Image
 What do you want to look like — logo, colors, graphics?
 What kind of perception do you want people to have of
you?
• Message
 What are the key things that you need to say to move
people to be interested in your activity, business, or
product
 Align message with your goals and codify them into a
message platform
 Will they compel action? If not, what else … ?
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MARKETING
COMMUNICATIONS
Implementation
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What’s Happening in the Market?
• Customers can hardly hear you
 >1,500 marketing messages a day
• Customers are skeptical
 Everybody is claiming “the best ____”
• Customers are connected
 Electronic communication
 Professional meetings
• Buyer are more educated
 And have more choices
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Marketing Communications
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Web Sites
Blogs
Newsletters
Brochures
Catalogs
White papers
Press Releases
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“Brand Package”
Business cards
Business plans
Annual report
Logos
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Information consumption is changing…
Slide from Matthew Ray, Chatterblast
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Multiple inputs and outputs
Slide from Matthew Ray, Chatterblast
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Slide from Matthew Ray, Chatterblast
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Conversation
Prism
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• Over 1B+ active users
• 50% login daily
• Over 2.5B photos uploaded each month
• Over 380M tweets per day
• Over 500M users
• Largest age group is 35-49
• 500M unique visitors monthly
• 92 billion page views
• 2.9B hours are spent on YouTube monthly
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Tactical Marketing: Social Media
• You can’t avoid social media today
• Your customers are there
• People are talking about
 You
 Your competitors
 Your industry
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Introduction and Overview
ORGANIZATION
CONTENT
Web Site
Corp. / Product Info
Sales, CRM
WORDS
IMAGES
VIDEO
E-zines, Blog
Search engine optimization
Positioning
Business, ideology
trends, related content
Pinterest
Brand building
Product images, use
Customer education
YouTube
Advertisement
Advertainment
Customer Stories
E-MAIL
Social Media
Marketing
Facebook
Branding
Event promotion
Customer interaction
and feedback
CONVERSATION
PERSONAL
Linked In PROFESSIONAL
Professional networks
Lead generation
Twitter
Short, concise promotions, CROWD
Contests, prizes, games
Create social “buzz”
See who is talking about you
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Content-Conversation Matrix
Amount and Value
CONTENT:
Customer centric information
Customer Engagement
High value content
High degree of customer
involvement and feedback
Advertising, Promotion
Basic Information
Customer Feedback
Chat
INTERACTIVITIY
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Content-Conversation Matrix
CONTENT: Amount and Value
Customer centric information
Customer Engagement
Facebook
Web Site
Blog
Advertising, Promotion
Twitter
YouTube
Pinterest
Instagram
Basic Information
Chat
INTERACTIVITIY
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You Need to Tie It All Together
Digital Media
Facebook
Twitter
Web
Site
YouTube
Blog
Pinterest
E-Mail
Instagram
TV, Radio
Brochure
Magazine
Traditional Media
Direct
Mail
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Get People Talking About You
“BUZZ”
Facebook
YouTube
Pinterest
Social
Media
Twitter
News Sites
Leads
PR
Good Will
Sales
CONTENT
Interesting, Funny or
Educational
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Building the “Buzz”
• Fundamentals have to be in place:
 The right product and service
• You need an interesting story that other people
can remember and repeat
• You need to be visible and recognizable in
whatever you do
• Keep your customers engaged
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Values-Led Marketing Mix
• Integrates social benefits into many different
aspects of a business enterprise.
• Ben & Jerry’s
 Product: Organic ingredients purchased from
alternative suppliers; creative, recyclable packaging
 Pricing: Premium with lots of giveaways &
donations
 Placement: Regional, country stores, youth scoop
shops
 Promotion: Music festivals, free samples, advocacy,
public relations
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Challenges & Considerations
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Connection
Motivation
Reward
Noise
Over communication
Mixed messages
Fatigue
Slide from Matthew Ray, Chatterblast
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Publicity
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Articles in newspaper
Interview on radio or television
Coverable events
Newsletters
White papers
Speaking engagements & white papers
Volunteer (boards & local committees)
• FREE, powerful, hard to control
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Susan G. Komen: Feb 1
• Planned Parenthood message received 15,000
comments and 22,000 shares
• Komen message reaches 10,000 comments
(mostly negative) and 430 shares
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Sharing vs. Engagement
• Information sharing
 Pre-planned content
 Organized
 Frequency varies
• Engagement
 Unplanned
 Quick response
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Key Concepts of Social Media
• Bi-directional
 Not just broadcasting your messages
 Must Interact with customers
• Listening
 Deal with customer responses
• Engagement
 Develop a relationship with customer
• Conversation
 Ongoing, meaningful dialogue
• Voice and Content
 What you say and how you say it carries a lot of weight
 It’s not just about pretty website and nice logo
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4 Golden Rules of Social Media
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It’s not about you
Give more what you get
Be authentic and transparent
Create action
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Why do people like brands on Facebook
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What is your primary goal?
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Monitor your brand online
Engage your audience
Develop “thought leadership”
Customer Service
Reputation Management
Develop leads, sell more
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Social Media Competitors
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Who are your competitors (real and perceived)?
How are they using social channels?
Are they successful?
How do you measure that?
• Who are your business role models?
• Who are your social media role models?
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Market Segmentation
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Who is your audience?
What do you know about them?
What do they know about you?
What do you want them to know about you?
Who influences them?
How do they use social channels in the context
of your business?
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Call to Action
What do you want them to do?
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Social Media as Source of $
• Social Media, if done well, has a positive ROI
• Cost of inbound (pull) marketing is 62% less per
lead than outbound (push)
• It can be a source of leads and subsequent
revenue
• Percent of companies reporting customer
acquisition through these channels
 Company blog
 LinkedIn
 Facebook
57%
57%
48%
 Twitter42%
http://www.blueglass.com/infographics/inbound-marketing-rising-infographic/
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Cost per Lead Various Media
http://www.blueglass.com/infographics/inbound-marketing-rising-infographic/
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Social Media Use Statistics (2011)
• 61% of marketers invested more in SM
• Average SM budgets have doubled in last two
years
• 2/3 of marketers say company blog is critical
• Number of marketers saying Facebook is critical
has nearly doubled in last two years
• Not just for B to C marketing — 40% of B to B
companies have acquired a customer through
social media
 Blendtech
http://www.blueglass.com/infographics/inbound-marketing-rising-infographic/
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Blendtec
• One of the key goals early on in the campaign
was to give sales folks a door opener with
businesses they were selling
• 134 million-plus views on YouTube
 1 million-plus for many videos including 8 million-
plus for the recent iPad clip
• Numerous awards
• A 700 percent increase in sales since the
campaign started in 2006.
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Blendtec Lesson
• Focus on creating unique, compelling content
that will push your customers to act–whether that
means sharing said content or buying your
products/services
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Cows, after you’ve seen them for a while, are boring. They
may be perfect cows, attractive cows, cows with great
personalities, cows lit by beautiful light, but they’re still boring.
A Purple Cow, though. Now that would be interesting. (For
a while.)
– Seth Godin, 2002
© 2002-2013 CattLeLogos Brand Management Systems LLC
All rights reserved
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Implementation Plan: Means
• What media?
 What particular social media
 Traditional components
 Guerilla marketing
• What channels?
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Tools
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Direct mail
Phone calls
Email
Social media
Advertising
Volunteers
Partnerships
Blogs and comments
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Tools
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Images
Memes
Infographics
Video
Testimonials
Personal stories
Emotion
Influencers
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Traditional
• Ads
 What media?
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Brochures
Flyers
Events
Trade shows and exhibitions
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Slide from Matthew Ray, Chatterblast
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5 Cs of Social Media
• What are you going to do to create the actions
you want?
Content
Conversation
Contests
Coupons
Community
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Overall Marketing Plan
• How does this fit into your
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Website
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Marketing Materials
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Sales
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Public Relations
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Internal Communications
•
Customer Service
• What will you do to engage the people you
already know?
• What role will your employees play?
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Marketing And Media Plan
• Developed a detailed implementation plan with
time and cost
• Social Media Strategy – pay specific attention to
how you will leverage the internet and new
media into your promotional plan.
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#creatingstrategy
Address the unique
challenges of company
Monitor activity
and analyze the data
Understand the specific
attributes of each platform
Slide from Matthew Ray, Chatterblast
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Marketing ACTION Plan
• Development of Content
 Coordinated across media
• Required Resources
 Who will do it?
 How will you manage it?
• Timing
 How often? (Need a timeline)
• How much will it cost?
 Budgetary timeline
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