Marketing and Brand

Transcription

1 Marketing and Brand Management Karen Talavera President Synchronicity Marketing Monday March 16, 2009

2 Why We re Here Why Should Marketers Care About Brand Management? 2

3 A Bit About Your Speaker Karen Talavera President of Synchronicity Marketing Providing inspired marketing coaching, consulting, strategy and professional education Who is Karen? Nationally-recognized marketing trainer for the Association of National Advertisers (ANA), Direct Marketing Assoc. (DMA) and Fortune 500 companies Coach, speaker and writer for Huffington Post and other marketing industry organizations World traveler, social media enthusiast, yoga lover and South Florida resident 3

4 Our Roadmap Why Should You Care About Branding? Impact of on Your Brand What the research tells us Case Study Strategies for Successfully Harmonizing Your and Your Brand 4

5 Why Care? Sometimes we forget the power of It s not just about blasting messages, it s helping to build an overall impression Every marketing message carries with it brand impact Digital touch points can carry greater weight than you realize Everything happens faster online 5

6 The Rules Are Changing Dialogue Monitoring & Participation Active, Conscious Brand Management Trust Audience Engagement 6

7 Consumers Grow More Media-Savvy Make split-second mental decisions whether to engage with a message 7

8 Tribe Management, Not Brand Management You don t want just customers anymore. You want to build a tribe. Seth says: Start with permission Ground everything in relevancy People want the ability to connect to other people, not companies Seek products, services, value for the tribe, not the other way around As quality of tribal connection increases, brand value increases dramatically 8

9 In Turn, The Tribe Transforms The Brand to varying degrees 42% of Internet users in 29 countries have shared an opinion about a product or service via Universal McCann, September 2008 By a 5 to 1 margin, people at all ages and income levels have reported using at least to the degree they have in the past, if not more. Marketing Sherpa, Marketing Benchmark Guide 9

10 Favorably Impacts Consumer Brand Impressions Adding to the marketing mix has a net positive effect 1

11 Trust + Relationship = Positive Brand Impact The majority of subscribers enjoy receiving from brands they have a relationship with 1

12 Reinforces Brand Recall a leverage-able branding and response tool in the marketing tool box 1

13 eharmony Case Study eharmony wanted to complement its offline and online marketing with an branding and acquisition campaign Partnered with Datran Media in 2007 Study measured the effectiveness of an acquisition campaign on brand metrics and attributes 1

14 eharmony Case Study Results advertising boosted brand favorability by 7.3 percentage points 1

15 eharmony Case Study Results marketing lifted unaided brand awareness by 11.5 percentage points 1

16 eharmony Case Study Results Among those reached, both brand awareness and favorability improved with exposure to multiple different messages 1

17 Beware Effect of Frequency on Your Brand Dialing up the frequency even to those who ve opted-in can cause backlash Point of diminishing returns hard to determine Remember who the gatekeeper is: not you 1

18 Top 5 Branding Success Strategies for Marketers Permission Identity consistent & recognizable, optimized for Trust Relevancy segment to know who thinks what of you, who buys what, who wants what Consistency 1

19 1. Permission Get it Opt-in is best Confirm it Don t share it Make it easy to control or change Continually refresh it 1

20 2. Identity Recognizable from the offline world Optimized for viewing even on multiple devices 2

21 3. Trust Honor permission Don t allow partners or affiliates to abuse your list Honor self-reported preferences Format, frequency, interest categories Adhere to best practices in deliverability Stable from line, Authentication Monitor and maintain your er Reputation Process unsubscribe requests immediately 2

22 4. Relevancy s stay true to what you promised tone, offers stay true to and consistent with your brand personality Customer segmentation and past purchase behavior drives frequency & offers 2

23 Starwood Preferred Guest (SPG) Send Date: November 19, 2007 Audience: Starwood s Frequent Stay Program Members 2

24 SVO Owner Newsletter Send Date: December 19, 2008 Audience: All Timeshare Owners Frequency: Monthly 2

25 SVO Signature Offers Send Date: February 22, 2008 Audience: Timeshare Owners who ve opted-in Frequency: Quarterly, Triggerbased 2

26 SVO Announcement Send Date: September 12, 2008 Audience: All Timeshare Owners Frequency: As needed 2

27 5. Consistency Creative continuity within and across programs Brand consistency within and across online points of presence Media-neutral brand recognition and personality online and off Multi-channel harmony 2

28 Barnes & Noble Message 2

29 Barnes & Noble Landing Page 2

30 Barnes & Noble Site Home Page 3

31 Barnes & Noble Facebook Page 3

32 Credits/Thank You Big Thanks to: Epsilon Datran Media eharmony Silverpop Karen Talavera, President Synchronicity Marketing or Follow me on 3