Transcript Getting the Word Out: Changing Landscape of Communicating with

Getting the Word Out:
Changing Landscape of
Communicating with
Customers
Dr. Dawne Martin
MKTG 241
March 1, 2012
Think in 4D—beyond the limitations of the
three dimensions inside and outside the
box.
 Learning Objectives
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◦ Review changes in the marketing landscape
and how what makes marketing successful
Rethink Tool #8
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
8-2
Enduring characteristics of successful
marketing efforts
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Efficiency in marketing expenditures
Creative and alternative approaches for
managing marketing variables
Ongoing product and process innovation
Customer intensity
Ability to effect change in the
environment
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
8-3
Effects of Changes—New
Developments in Marketing
Practice
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Alternative marketing approaches
introduced in past decade
Provide a prescription for success in new
environment
No individual marketing approach is
comprehensive enough to guide in the
future
Increase in person to person (P2P)
Shift from one-to-many (company to mass)
to one-to-one (company to individual)
model
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
8-4
Perspectives on the Emerging Nature of Marketing
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
8-5
Four Categories Buzzwords of
Marketing
1. Bootstrap/grassroots method
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Guerrilla, subversive, street, duct tape
Tactical in nature, unconventional, low cost,
not by-the-book, nontraditional, extremely
flexible
Limited only by the imagination of the
marketer not cash
2. Conversation-starter methods
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Word of mouth (WOM)
Buzz—highly intense interactive form of WOM
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Both offline and online
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
8-6
2. Conversation-starter methods—cont.
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Give them something to talk about
• Secret sale
• Enterprise Rent-A-Car delivers donuts to
auto repair shops
• Restaurant owner has a big party and
invites all the local hairdressers for a free
meal, creating talk all over town the next
day
Information dispersal by individual talkshow host
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Howard Stern
Oprah Winfrey
◦ Viral marketing
 Spreads like a virus
 “Word of mouse”
 Hotmail, eBay, gmail
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
8-7
◦ Six sure-fire buzz buttons
 The taboo—sex, lies, and bathroom humor
 The secret—both the revealed and
unrevealed
 The unusual
 The hilarious
 The outrageous
 The remarkable
3. Technology-facilitated methods
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Customer relationship management (CRM)
software and databases
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Delta Airlines frequent flyer program
Pay-to-say marketing—third-party bloggers are
paid to disseminate information on the Internet
Neuro-marketing
MRI technology used to detect information that
customer is not cognitively aware of but affects
purchasing
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
8-8
4. Visionary methods
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More strategic
Involve corporate imagination to
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Create and dominate markets
Radical marketing genius, Sir Richard Branson
achieves radical results for Virgin using
adventure and counterculture when taking on
the big players to create publicity
Require careful planning and execution
Supported by organizational philosophy
Strategic innovation
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
8-9
Elements of Entrepreneurial
Marketing
Radical (e.g., The Grateful Dead, Harley
Davidson, and Harvard Business School)
 Expeditionary (e.g., Amazon and eBay)
 Experiential (e.g., Nike and Starbucks)
 Market-driving behavior also present (e.g.,
Harley Davidson, Amazon, Starbucks)
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Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
810
Customer-informed, but idea-led
 Aiming beyond satisfying current needs
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◦ Surprise, delight, and amaze customers by
spotting the opportunities overlooked by others
◦ Creating a future guided by their own original
and visionary ideas
◦ Transform customers’ perceptions (e.g., of
motorcycles, bookstores, and coffee)
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
811
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Revisit your target market – needs and value
Discover your core marketing message
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Develop an image – making your core marketing message
visible
◦ Talk to customers or potential customers
◦ Develop a “talking logo” or 1 minute pitch to identify value and
excite potential customers
◦ Name – recognizable, conveys your core message, not
trademarked or registered by others
◦ Stationery or brochures/flyers
◦ Logo – lasting value (not too trendy), distinct, legible, conveys
your core marketing message, no negative connotations
◦ Sales people
◦ Business cards
◦ Customer Experience – through processes and experiences
◦ Web presence
Initial Steps in Developing a
Communications Strategy