Date post: | 17-Oct-2014 |
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Business |
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Brand Building: One 2 One
It’s Not Mad Men Anymore
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The Agenda
• Who’s On First• Let’s Define Marketing• Fire All The Brand Managers• What Do We Mean By One 2 One• Kings And Queens• Story Building Vs. Story Telling• ZMOT• It’s Complicated – Two Case Studies and TESCO SK• An Explosion• The New Reality Of Brand Building
Who’s on First – A Marketing Parody
Continue to next slide to view video
Do these guys remind you of how your marketing team creates a Brand Building campaign?
Author and marketing guru Seth Godin said it best…
IF YOU GO OUT OF BUSINESS TOMORROW
NO ONE WILL CARE, SO DO SOMETHING
REMARKABLE, OR QUIT.
Let’s Define Marketing
http://bit.ly/HHbZZs
Back in the day, it was said that if you asked ten economists a question, you got ten opinions.
Today, if you ask ten marketers a question, you get 20 opinions
Take a minute to write down your definition of marketing. (Not easy, is it?)
Then go to the next slide and see ours (Don’t peek)
7
Takeaway #1
It’s What We Do to
Influence the Next Sale.
(Everything Else Is
Background Stuff.)
Marketing…
Fire All the Brand Managers
They Focus On The BRAND
Brand Building (And Re-building)
Requires A WIDER FOCUS
Wider Focus• The Marketplace• Competition• Consumers• Customers
Brand Building
Mass Media• Reach• Frequency• Static• One way • Linear
PR• Short lived• Tight focus• Event driven
One 2 One• Dynamic• Two way• Flexible• Amplification
One 2 One – What Do We Mean
It’s About Connections And
Engagement
Overlooked• Wasn’t Sexy• High CPM –
Direct Mail• Misunderstood Impact
Word Of Mouth On Steroids • Driven By Technology• Fueled By Data• Accelerated By Knowledge• Actionable And Responsive
Takeaway #2
Brand Building Is Not One
Dimensional
One Size, One Message Does
Not Fit All
One Channel Is Never The
Answer
Technology• Multi-dimensional• Rollercoaster ride• Light Speed
Consumers (B2B & B2C)• Multi-dimensional• Rollercoaster ride• Light Speed
Marketing• Multi-dimensional• Rollercoaster ride• Light Speed
The New Marketing Reality
• Data Is KING• Brand Building Initiatives Will
Not Succeed Without Marketplace Knowledge– Consumers– Competition
• Data That Is– Knowledge Based– Insightful– Actionable– Timely
• Content Is QUEEN• The Message Is Critical
– Not Product Focused– Not Service Focused– Customer Focused
• Segmentation Creates Relevant Messages– Up Close And Personal– Specific Triggers That
Influence The Next Sale
Takeaway #3 – Kings and Queens
Story Building Vs. Story Telling
Traditionally, Marketers Were The
Story Tellers
New Paradigm In Brand Building• Build The Story
Takeaway
# 4
Do It In Cyberspace
In 140 Characters
Or Less
• Old Media– The STIMULUS– The Genesis Of Brand Building
• MOT - A P&G Concept– Fmot– Smot
• ZMOT – A Google Concept– Zero Moment Of Truth– Critical New Concept– First Step Of Engagement
• New Media – The Buying Decision Journey Has Changed– What Once Was A Message Is Now A Conversation– Word Of Mouth Is Stronger Than Ever And It’s Digital
ZMOT – Takeaway #5
Remember the G3M Definition of
Marketing.
Brand Building – Winning ZMOT
Continue to next slide to view video
Brand Building Example
Initiative• Create A New Database Driven Marketing Model That Takes
Advantage Of Near-time Technology• Use “Triggers” To Initiate Engagement And Drive Organic Growth
Opportunity• Expand Market Penetration And Market Share
Brand Building Example
• Brand Building Challenges – Questions, Questions, Questions– What Is “The Market?” Can We Expand The Market?– Who/What Is The Competition?– How Do We Describe The Product? What Does It Do?– How Does Our Product Compare To Competition? – How/Why Is It Better?– What Do We Name It?– How Do We Price It?– How Do We Take It To Market?– Who Are Potential Customers? How Do We Reach Them?How do we build the story One 2 One?
Brand Building Example
Retail Supermarket Chain
Background• #2 In Market• Fewer Stores Than #1
Challenge• Increase Business• Protect Margin• Don’t Add Stores
Brand Building – TESCO QR Code Subway Store
Continue to next slide to view video
It’s Complicated
Multiple Channels• All Play A Role In
Building The Brand• Easy To Screw Up• Blend Old And
New Media Channels
The Story• Multiple Ways To
Build It• Every Channel Is A
New Delivery Channel• Mass• Direct• Social• Mobile
The Explosion of One 2 One - Social Media Revolution 2011
Continue to next slide to view video
Dangerous Curves Ahead – Takeaway #6The New Reality of Brand Building
Brand Building Is Not Easy Understanding The Brand’s Challenges
Is The Critical First Step Marketplace Customers Competition
Building The Story For Multiple Channels Influencing The First Of Many Sales Being Relevant And Immediate
One 2 One Pop Quiz
Pull Out Your Cell Phones
Open Link
Text POPQZ
To 96362
Take Quiz
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