Communicating with Customers Promotion, Internet & Sales Dr. Dawne Martin MKTG 241 March 1, 2012

Communicating with Customers

Promotion, Internet & SalesDr. Dawne Martin

MKTG 241March 1, 2012

Schedule & Learning Objectives

Schedule◦Thursday, March 8 – Paper for Segmentation,

Target Market, Value Proposition◦Next Time – Pricing, Chapter 11◦Tuesday, March 13 - Quiz 3 – Chapters 8-12

Learning Objectives◦To identify the elements of a brand and how to

build a brand name

Rethinking Marketing, 1st Edition

Promotion Communicating with Markets

Post World War II Advertising Sales promotion Personal selling Public relations (and publicity) Orchestrated by a marketing professional or

advertising firm Google-box (television)

◦ Only three major television channels in the United States in 1960 TV advertising was Tide in the daytime, Pepto-

Bismol during the evening news Supplemented by ads in targeted magazines

Prentice Hall © 2009 8-3


New millenniumProliferation of Media Options

Advertising is going, going, gone!◦ TiVo◦ DVR◦ TV sets in every room of the home used for

Playing video games Surfing the Internet Listening to music Shopping Trusted source of information and

entertainment



New millennium (cont.)

◦Backlash against advertising resulting in New media Entertainmentization of marketing Numerous innovative marketing practices Altering communications landscape and

marketer’s role forever◦Consumer is reinventing marketing

Like to talk and hear what others have to say Not interested in sterile, politically correct

messages Want to get behind lies marketers tell No longer relying on static world of newspapers,

magazines, and TV



Yet there are several enduring characteristics of successful marketing efforts in contemporary environment

◦ 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



Perspectives on the Emerging Nature of Marketing



The Brands in the Eyes of Its Creator

As a potential source of value a brand, in a consumer’s world, shapes a wealth of

◦ Perceptions ◦ Beliefs ◦ Attitudes ◦ Experiences



Product versus Brand

A product isSomething made in

a factoryCan be copied by a

competitorCan be outdatedHas a lifecycle

A brand isSomething bought

by a consumerUniqueTimelessEternal



Prentice Hall © 20099-10


Brands play six roles

1. The brand as a product/company identity2. Increasing brand relevance: from product

identity to trustmark3. The brand as a relationship builder4. Improved customer interactions: from

identity to experience5. Loyalty beyond reason: from trustmark to

lovemark6. The brand as a character in a story



Methods of Developing a Brand Name

New brand world was infused with “-er” words

Cleaner Stronger Whiter Brighter

Distinct identity Brand-as-person Brand-as-organization Brand-as-symbol Brand-as-product

USP (unique selling/value proposition) – Benefits are:

Functional Emotional Self-

expressive



The company and its network as co-creator of value

Events, or a series of events◦ Create a memorable and emotional connection

with customers◦ Special events don’t end up in the clutter◦ Alternative to media advertising

Often more effective Less expensive

Service experiences at retail outlets ◦ Are emotion-evoking because of the shopping

experience itself ◦ Might be as simple as an unsolicited bonus item




Define and Build Your Brand

What is your UPS – unique selling proposition◦What are the most important issues/features for the

customer ◦How do you create value for the customer?◦How are you different/better than the competitor?◦Create a brand slogan that communicates your UPS◦Create a brand name – elements of good name

http://loganzanelli.com/effective-name/◦Create a logo (brand mark) to give the brand a face

http://smallbusiness.chron.com/elements-good-logo-design-1426.html

http://loganzanelli.com/effective-name/



Elements

Brand name Conveys what you do

(PDQ Printing) Connects with your

target customer – speaks to need, emotion, desire

Conveys brand’s style & implies value

Easy to pronounce and spell

Unique and easy to remember

Logo Designed with the target

market and marketing strategy in mind

Builds trust – consistent type face to convey connections and image

Distinctive and unique – subtle hints and make an impact

Details make the logo –◦ Fonts common in industry or to

target market◦ Color – based on the

characteristics target market associates with color

◦ Shape – simple but recognizable◦ Scale – clean art with no

unnecessary points to provide scalability

Identify the Task

Pick the Tools

Advertising – print, direct mail, outdoor, broadcastMarketing Collateral – brochures, newsletters, flyers,

postersPromotional Activities

◦ sponsorship for special events◦ participate in community projects, boards◦ Trade shows, conferences, home shows◦ Fairs ◦ Give-aways◦ Coupons & Free samples◦ Conducting contests◦ Experiential or educational programs – wine tasting or

workshop

Pick the Tools (cont.)

Public speaking and conferencesWrite an article for publication in trade

journals, newspaper, newsletters, blogsMedia relations campaign – targeted

media to benefit business

Documents

Communicating with Customers Promotion, Internet & Sales Dr. Dawne Martin MKTG 241 March 1, 2012