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iMedia Brand Summit - Sept 2010Shifts in consumer media consumption habits are reshaping the ways marketers can—and must— build relationships with consumers. Moreover, the expansion of digital into every aspect of our lives has caused fundamental changes in how people interact with brands, what they expect of brands, and the role marketing plays in their lives.The Relationship Era is here. Brands must form deeper connections and reach people on a different level, and trust and meaningful connections with consumers are the keys to success.Over the last 60 years, M&Ms has grown into a mega brand that is now sold in over 100 countries. M&Ms marketing efforts have evolved from purely functional benefits (“Melts in your mouth, not in your hand”) to more personalized, lifestyle-focused efforts. Mars treats customers as partners, and has tapped emerging technology and platforms, like e-commerce and mass customization, for product development and customer satisfaction.Join Jim Cass to discuss the Relationship Era, what it has meant for the brand, and where they are going next.
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Building an Iconic Brand in the New Era of Empowered Consumers
September 14, 2010
“The times are they are a-changing”
In the new era of marketing, leading brands engage with people, and in doing so
build sustainable relationships – ones that involve high levels of
trust and transaction.
A Brand’s Goal is to Build Trust and Transactions
CONGRUENCY
CARE
CREDIBILITY
The Evolution of Marketing
Evolution of M&M’s Marketing Strategy Across the Eras
Shifting Marketing Approach into the Relationship Era
Develop Offerings
Test in Market
Create Marketing Plan
Advertise and Promote
Measure
Market Demand
Technology
Develop Offerings
Test in Market
Create Marketing Plan
Advertise and Promote
MeasureCo-create Offerings
ListenAttract and Inspire
Lead A Movement
Learn and Adapt
Your Brand’s Purpose
ListenAttract and Inspire
Lead A Movement
Learn and Adapt
Co-create Offerings
Co-Create Offerings
ListenAttract and Inspire
Lead A Movement
Learn and Adapt
Co-create Offerings
Listen
ListenAttract and Inspire
Lead A Movement
Learn and Adapt
Co-create Offerings
Attract and Inspire
ListenAttract and Inspire
Lead A Movement
Learn and Adapt
Co-create Offerings
Lead A Movement
Sometimes, You Just Let Word-of-Mouth Take its Own Course!
ListenAttract and Inspire
Lead A Movement
Learn and Adapt
Co-create Offerings
Learn and Adapt
1: Direct traffic
2: Referred Traffic
3: Search Traffic
Five Tips for Success in the Relationship Era
1. Clarify Purpose
2. Commit to Sustainable Relationships
3. Connect with Authenticity
4. Engage
5. Treat Customers as Partners
1. Clarify Purpose
The ability to have fun doing fulfilling work, in a flexible environment, with opportunities for growth.
Hard working, talented associates committed to the customer, working in a fast-paced open office with a ‘sky’s the limit!’ attitude
Accomplishment, Pride, Recognition, and Team Spirit
Commitment to the customer, quality, ingenuity, & the team
2. Commit to Sustainable Relationships
Quality Our relentless commitment
Responsibility In the hands of our associates
Mutuality Closer to our customers
EfficiencyGreater focus on fewer priorities
FreedomModel for growth and profit
3. Connect with Authenticity
4. Engage
5. Treat Customers as Partners
• It’s all about a two way relationship…
In relationships, trust is paramount to success and sustainability
To foster trust… thinking deeply about your purpose
Key Take Aways…
Thanks!
