Communicating with
Customers
Promotion, Internet &
Sales
Dr. Dawne Martin
MKTG 241
March 1, 2012
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Schedule
◦ Thursday, March 8 – Paper for Segmentation,
Target Market, Value Proposition
◦ Next Time – Pricing, Chapter 11
◦ Tuesday, March 13 - Quiz 3 – Chapters 8-12
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Learning Objectives
◦ To identify the elements of a brand and how to
build a brand name
Schedule & Learning Objectives
Post World War II
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Advertising
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Sales promotion
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Personal selling
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Public relations (and publicity)
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Orchestrated by a marketing professional or
advertising firm
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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
Promotion
Communicating with Markets
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
8-3
Advertising is going, going, gone!
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TiVo
DVR
TV sets in every room of the home used for
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Playing video games
Surfing the Internet
Listening to music
Shopping
Trusted source of information and
entertainment
New millennium
Proliferation of Media Options
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
8-4
◦ 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
New millennium (cont.)
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
8-5
Yet there are several enduring
characteristics of successful marketing
efforts in contemporary environment
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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
8-6
Perspectives on the Emerging Nature of Marketing
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
8-7
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
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Perceptions
Beliefs
Attitudes
Experiences
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
9-8
Product versus Brand
A product is
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Something made in
a factory
Can be copied by a
competitor
Can be outdated
Has a lifecycle
A brand is
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Something bought
by a consumer
Unique
Timeless
Eternal
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
9-9
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
910
1. The brand as a product/company identity
2. Increasing brand relevance: from product
identity to trustmark
3. The brand as a relationship builder
4. Improved customer interactions: from
identity to experience
5. Loyalty beyond reason: from trustmark to
lovemark
6. The brand as a character in a story
Brands play six roles
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
911
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New brand world was
infused with “-er”
words
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Cleaner
Stronger
Whiter
Brighter
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Brand-as-person
Brand-asorganization
Brand-as-symbol
Brand-as-product
Distinct identity
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USP (unique
selling/value
proposition) –
Benefits are:
 Functional
 Emotional
 Selfexpressive
Methods of Developing
a Brand Name
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
912
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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
The company and its network as
co-creator of value
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
913
Prentice Hall © 2009
Rethinking Marketing, 1st
Edition
914
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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-logodesign-1426.html
Define and Build Your Brand
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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
Elements
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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
Advertising – print, direct mail, outdoor,
broadcast
 Marketing Collateral – brochures, newsletters,
flyers, posters
 Promotional Activities
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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
Public speaking and conferences
 Write an article for publication in trade
journals, newspaper, newsletters, blogs
 Media relations campaign – targeted
media to benefit business
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Pick the Tools (cont.)