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IZAZOVI I PRILIKE
BRAND KOMUNIKACIJA
Kozara, 24.5.2013.
MARKETING EVOLUTION
„MARKETING IS NO LONGER ABOUT THE STUFF THAT YOU MAKE, BUT ABOUT THE STORIES YOU TELL” Seth Godin
PRODUCT-DRIVEN COMPANY TO A MARKETING COMPANY DRIVEN BY VALUABLE PRODUCTS.
HOW IS BRAND COMMUNICATION IMMPORTANT
FUZZY MKT/PRODUC
T DATA
BRAND VALUES
BUSINESS & CUSTOMER DATA
AND INSIGHTS
RELEVANT VALUE ADDED CUSTOMER EXPERIENCE
TRANSFER
Brand communication done proprely
Trust
Loyalty
Profit
„People don't know what they want until you show it to them.„
S. Jobs
HOW PERCEPTION INFLUENCES SALES
EXPERIMENT 1
Regular down fill$150
Regular down fill$150
Regular down fill$150
Regular down fillAlpine class down fill
$150
Regular down fill$150
Regular down fill$150
Regular down fill$150
Regular down fillAlpine class down fill
$150
EXPERIMENT 1
Alpine class down 80Regular down 12
Alpine class down 78
Alpine class down fill is no different form any other
HOW PERCEPTION INFLUENCES SALES
EXPERIMENT 2
Regular down fill$150
Regular down fill$150
Regular down fill$150
Regular down fillAlpine class down fill
$120/150/180
Regular down fill$150
Regular down fill$150
Regular down fill$150
Regular down fillAlpine class down fill
$150
EXPERIMENT 2
Low 5High 60Premium 90
Alpine class down fill is no different form any other
Low 1High 55Premium 15
"There is no reason for any individual to have a computer in their home." Ken Olson, a computer industry pioneer and co-founder of Digital Equipment Corp, 1977.
"Nobody will ever need more than 640k RAM!" -- Bill Gates, 1981
DANAS STVARAMO
TEMELJ za brend koji
će...
...ispunjavati potrebe koje još ne postoje
...koristiti tehnologije koje još nisu izumljene
...komunicirati načinom koji još ne poznajemo
POTREBNO DOBRO RAZUMIJEVANJE
• Svih važnih elemenata u konzumaciji informacija i tehnologija
• Prepoznavanje ključnih ekonomskih, gospodarskih i društvenih događanja/utjecaja/
• Poznavanje marketing trendova• Promjena u načinima komunikacije• Potrošača (što žele, u čemu uživaju, što
ocjenjuju korisnim, koje probleme imaju, što u njima izaziva emociju)
• Ključnih vrijednosti kompanije/branda
http://www.youtube.com/watch?v=gBdpU9ZtrKw&feature=player_embedded#!
DEFINITION OF A BRAND?
Ted Ligetylack a compelling story
Bode Miller
"party at an Olympic level" attitude
„My actions are not always consistent. I'm super-mellow and laid back, but I'm always thinking and running 100,000 scenarios through my head. Sometimes I'm disciplined, but I like to be a total slacker, too. I party hard, but I train hard. People are going to try to figure me out and figure out my motivations, and it's going to be a circus.” B. Miller
COMPANY PERCEPTION vs. CUSTOMER PERCEPTION
DO WE HAVE A MATCH?
KEY CHALLENGES
Products can be copied Price
pressure
Hard competition
CHALLENGES
HYPERCONNECTIVITY
24/7 AVAILABILITY
OVERSTIMULATION
HIGHLY DIGITALISED
range from 3,000 to 20,000 (quoted by the NY Times)
To win, you must engage, persuade and convince, not just talk
Kako (p)ostati prepoznatljiv?
18
PERCEPCIJA DOŽIVLJAJ OSJEĆAJ
19
“Suštinska razlika između emocija i razuma je
ta da emocije vode ka akciji, dok razum dovodi
samo do zaključaka.”
Donald B. Calne
Profesor Neurologije
Univerzitet British Columbia
Zašto je to važno?
Symbol of power & empire
Until the 15thCentury only Kings wore diamonds as a symbol of strength, courage and invincibility.
DIAMONDS New conceptA symbol of love
Diamonds as essential part of marriage
IMPACT1932. Global sales fell to $100,000Today global sales $ 50 billion
Became mass luxury brand
LAKO SE IZGUBITI U MORU OBJAVA...RADI ORJENITRANOSTI NA CIJENE SVI OGLAŠIVAČI POSTAJU SLIČNI
GENIJALAC ZA DOBRU UŠTEDU
JEDAN OD KUPACA
ENTUZIJAST ZA NISKE
CIJENE
KODI - VAŠ PRIJATELJ ZA PAMETNU KUPNJU
KODIJEVA PRIČA
Worldwide maskote
28
IT IS POSSIBLE TO COPY YOUR PRODUCT, KEY VISUALS BUT NOT YOUR BRAND.
BRAND IS UNIQUE!
http://www.youtube.com/watch?feature=player_embedded&v=RhEmq4CiTP0#!
find your key differentiator
simplicity
IT IS POSSIBLE TO COPY YOUR PRODUCT, KEY VISUALS BUT NOT YOUR BRAND.BRAND IS UNIQUE!
Trigger emotions
USPJEŠNA KOMUNIKACIJA
RELEVANTNA ZA
PRIMATELJA
JASNA, KRATKA I SAŽETA
DVOSMJERNABRZA
ASOCIJACIJA NA BRAND
IT’S NOT ABOUT WHAT YOU DO IT’S ABOUT HOW CAN YOU SERVE YOUR CUSTOMER!
BRAND STRENGHT IN 1 WORD
A brand, if is to be powerful, cannot be about many different thingsmust decide on the one thing that you are most
safety
4 Ps invented in 1960, by Jerome McCarthyProduct, place, price, promotion
„Marketing is no longer about the stuff that you make, but about the stories you tell”
Seth Godin
Po prvi puta potrošači su bili u prilici kreirati svoj sladoled
Glavni kanal komunikacije - WEB
REZULTATI:50.477 kreiranih sladoleda što je u prosjeku 1 po minutii!
odabranih 10 finalista – njihove kombinacije sladoleda su proizvedene, a finalni sladoled odabrao je žiri
Dobitnik nagrade Direct Response and Lead Generation –"Ledonardo sladoledna renesansa"
KOMUNIKACIJA U TURIZMU
http://www.tui.com/tui-reisewelten/
http://karismahotels.com/GourmetInclusive/CulinarySeries
Rezervacije osobno u poslovnicama
masovni turizam
Komunikacija i prodaja destinacije (grad, kulturne znamenitosti, ime hotela)
24/7/365: dostupnost! Online & mobile
personalizirano iskustvo
Komunikacija prema tipu korisnika, vrsti doživljaja i interesa
PLAYFUL ROMANTICECO&
NATUREADVENTURE CLASSIC
GOURMET
Sun&fun, family
adventures, children friendly
Wellness, romance,evening
entertainment...
Camping, Glamping, National
parks, back-to-nature activities
Rafting, canoeing, climbing,
biking, zip-line, caveing,
diving
History, lifestyle, culture
Fine dining Konoba tours
Gourmet cruise& tours,
Wine etc
...shift sa destinacije na doživljaj i lifestyle
o We need to address the consumers mind. It's not only important to convince the consumer to buy a specific product but to teach him about the product.
o People look at their own interest first. While making an ad this should be your entry point
o Highlight the unique aspects of your product and services
o Keep reminding customers at the value that they get when they buy your product or service continuosly
o Be truthful
o awards for your creativity won't sell your products
o „Anybody can play weird, that's easy. What's hard is to be as simple as Bach”. C.Mingus
JOŠ JE UVIJEK VIŠE PRILIKA ZA UNAPREĐENJE NAŠEG POSLOVANJA, NEGO IZAZOVA S KOJIMA SE SUOČAVAMO.
Ivona Janjić
HVALA NA PAŽNJI
PITANJA?
