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Marketing communications

Branding, marketing campaigns

Tuija Marstio Lohja 22.10.2013

Today:

Rehearsal of marketing communication mix with cards

Why to build a brand: the benefits and value of having a brand

Brand building

Marketing campaigns

Advertising

Public Relations

Personal Selling

Sales Promotion

Direct Marketing

Ingredients of the

Promotion Mix

Publicity

Sponsoring

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Advertising: Any paid form of nonpersonal communication about an organization, product, service, idea or cause by an identified sponsor

Sales promotion: Mass communications technique that offers short-term incentives to encourage purchase or sales of a product or service • Is an incentive to get customers, channel

members, or the sales force to take some action (like buying)

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Public Relations: Creating favourable images of the company or organisation in the minds of consumers - Means of creating goodwill value for a company

- The basic PR tools: sponsoring, publicity, corporate advertising

Personal selling: Involves two-way, personal communication between salespeople and individual customers whether face to face, by telephone or through video conferencing

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Direct marketing: Direct communication through nonpersonal media with carefully targeted individuals to obtain an immediate response

Sponsoring: Hiring and exploiting a certain person, group, event or other activity, for defined marketing communication purposes

Publicity: Conscious effort to gain "free" time or space in the media for positive news or other stories about the company

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Criteria for a global brand

• At least 30 percent of revenues must come from outside the brand’s home region

• It must have a presence in at least three major continents, as well as broad geographic coverage in emerging markets

• There must be sufficient publicly available data on the brand’s financial performance

• Economic profit must be expected to be positive over the longer term, delivering a return above the brand’s operating and financing costs

• The brand must have a public profile and awareness above and beyond its own marketplace.

Best global brands 2013

1. Apple 2. Google 3. Coca-Cola 4. IBM 5. Microsoft 6. GE (General Electric) 7. McDonald’s 8. Samsung 9. Intel 10. Toyota 11. Mercedez-Bentz 12. BMW 13. Cisco 14. Disney 15. HP

http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx

Brand value

• Brands area considered as part of the company’s capital with economic value

•Ex. brand value of Apple is 73 billion EUR

Criterias for evaluation: brand profit, strength, stability, markets, geographical coverage, consistency, protection

(Digitoday 30.9.2013, S & K Lindroos, G. Nyman, 2005)

Case The Swedish Royal Family

- The Royal Family costs 45 million SKR a year (2003)

- Brand value: income via the imaginary value of the Royal Family for the industry, trade, tourism and scientific cooperation (e.g. Nobel Gala)

→ Brand value of the Royal Family: 900 M SKR

- Diplomatic activities form a valuable part of PR

(Lindberg-Repo, 2005)

• There are global brands but not global motives for buying these brands. There may be global markets but most consumption patterns are local

• Douglas Daft, Coca-Cola’s CEO, 2000: ” People don’t buy drinks globally”

(De Mooij, 2011)

Case Coca- Cola

(Picture: Wikipedia)

- Key to success: efficient distribution system Main goal: ”To be within an arm’s reach for desire” - Liquid Content strategy

in 2011 - From paid advertising to

(earned) online visibility

Case Coca- Cola

(Hakola, Hiila, 2012)

> Dynamic storytelling with continuous content procuction online

The most valuable message grows by itself!

http://www.youtube.com/watch?v=LerdMmWjU_E http://us.coca-cola.com/

Picture: Albert Bridge

Case GE

(Kauppalehti 30.9.2013)

- Image in 2008: conservative, technical, difficult to approach How to make the brand more human? New image: ”badass machines” Message: ”We are machine freaks, we love science and we believe in technology” * Content strategy for digital media to obtain better visibility and interaction in social media

(Picture: Flickr/Ranieri Ribeiro )

Case GE: From campaigns to continuous communication

(Hakola, Hiila,2012)

The GE Show: How the technologies are changing our lives? – Instead of a campaign, a continuous interactive programme - games, videos, infographics Results: 1,4 M visitors, average time spent 12 min. Reaching B2B decision makers via B2C context!

(Picture: Zcochrane/Innotrans 2010 )

http://www.ge.com/thegeshow/

What is a brand?

= Added value which the consumer perceives. A value worth of paying extra – in comparison with a nameless, brandless product which fullfils the same purpose

- Brand integrates the company’s communication

Core concepts related to brands

• Image • Added value: a branded product offers to the user

more than just the product • Promise: the promise of the company to

continuously offer the same product /service

(Vuokko, 2003)

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• Grand Marnier (1872), • Heinz (1876), • Michelin (1889), • Philips (1891), • American Express (1850), • Heineken (1864), • Shell (1890), • Asperine (1899), • Gillette (1901), • Paulig (1876)

Historical brands

Connection between the

brand and the client

FEELING

STRONG EXPERIENCE

Touching the client on emotional level

Products vs. Brands

• A product occupies functional territory. It does something.

• A brand exists in your head. It stands for something.

• A product is based on something tangible. It’s bigger, faster, longer lasting.

• A brand is based on associations. It makes you feel something.

Products vs. Brands

• A product expands choice. ”Where do you want to stop for lunch?”

• A brand simplifies choice: ”Let’s go to Hessburger

• One product can be identical to another. ”It comes with earphones”

• A brand differentiates.” I want the one with white earbuds”

A strong brand is strong even when the economy is shaking

Wuf wuf! said the dog with his luxus brand coat

Case Reino (Suomen kumitehdas)

- 1932 Production started - 1941 Control period: Reino slippers with 5 points - 1998: Production to Lyon > Zlin - 2005: Swimming against the stream: production back to Finland

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Marketing the slippers

http://www.reinokauppa.fi/product_catalog.php?c=9 Nostalgic feelings, made in Finland, ecological The pop-stars using Reinos (Ville Valo, Kari Tapio, Juice Leskinen

(S&K.Lindroos, Nyman, 2005)

The different tasks of brands

Icon brands

Identity brands

Power brands

Spiritual level

Level of social identity

Functional level of consumption

NEE

D

W

ILL

WIS

H

Harley D.

”Use Rexona…”

Customer: ”The world does revolve around me”

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”Kunnon jauhelihassa lukee Snellman”

THE GRAND EFFIE FINLAND 2009

It's not easy being minced meat. You're the best-selling meat product, yet no one knows you by name or shows appreciation. You're a replaceable mass product, a cheap loss leader.

http://www.youtube.com/watch?v=d754A7GKOqg&feature=relmfu http://www.youtube.com/watch?v=SieLHmS0Mjo

http://www.youtube.com/watch?v=0oE5a3Pjbrs&feature=related

1. Situation analysis: define the opportunities or problems 2. Define the objectives 3. Define the target group(s) and, if necessary, the target group -specific goals 4. Define the preliminary budget 5. Choose the required combination of communication methods 6. Make the specific decisions for each marketing communication method 7. Consider the implementation 8. Define the evaluation methods: how are the results assessed

Marketing Communication Planning Process

(Vuokko, 2003; PR Smith & Ze Zook, 2011)

S

O S

T

A

C

The 3Ms

(PR Smith & Ze Zook, 2011)

Men Money Minutes

Objectives

32 (Barnard & Parker, 2012)

Gap

End of campaign Start of campaign

Where we need The audience to be

Where the audience will be without our campaign

TIME

CHANGE IN BEHAVIOUR

OR PERCEPTION

Objectives

10/22/2013 Laurea-ammattikorkeakoulu 33 (PR Smith & Ze Zook, 2011)

S

M

A

R

T

Specific

Measurable

Actionable

Realistic

Time specific

Developing effective Marketing Communications

1. Identify the target audience: Decide whom the message should reach. VISUAL LANGUAGE IS IMPORTANT! 2. Determine the response sought: What would the audience like to do after they get the message? 3. Choose the message. Write the copy, or produce and appropriate image. 4. Choose the channel. Decide which medium is most appealing to the audience. 5. Select the source’s attributes. Decide what it is about the product or company that needs to be communicated. 6. Collect feedback. E.g. carry out a market research

(Blythe, 2006)

David and Goliath

Greenpeace at Brent Spar

Following a high profile action by Greenpeace and public pressure, the global oil and gas company Shell reverses its decision to dump the Brent Spar oil platform in the Atlantic Ocean.

Cool? Embarrassing?

When drunk you behave like an idiot

Developing effective Marketing Communications

1. Identify the target audience: Decide whom the message should reach. VISUAL LANGUAGE IS IMPORTANT! 2. Determine the response sought: What would the audience like to do after they get the message? 3. Choose the message. Write the copy, or produce and appropriate image. 4. Choose the channel. Decide which medium is most appealing to the audience. 5. Select the source’s attributes. Decide what it is about the product or company that needs to be communicated. 6. Collect feedback. E.g. carry out a market research

(Blythe, 2006)

Case: A ban of smoking in public places

http://www.youtube.com/watch?v=e7vrbpp3IMk&NR=1 Anti-Smoking PSA: Cannes Lion Winner/2008

2003: ”There is no chance”> Shift the debate from smokers rights to ”health and safety”(those influenced by smoke, e.g. bar staff. Salami tactics to chop the the problem up into slices: - Smoking in cabs - Smoking in cafes and pubs etc.

Case Dove: Campaign for Real Beauty

• Research finding: • Most women do not consider themselves beautiful.

After reading a fashion magazine full of images of ideal beauty, most women reported that they felt less attractive.

10/22/2013 Laurea-ammattikorkeakoulu 40 (Hackley, 2010)

(Hackley, 2010)

Revlon: ”We are not selling cosmetics – we are selling hope”

Dove is selling self-esteem: cosmetic products marketing and advertising should make women feel more, not less attractive.

Case Dove

• http://www.youtube.com/watch?v=iYhCn0jf46U • (Dove evolution)

• http://www.youtube.com/watch?v=7-kSZsvBY-A • (Dove evolution parody)

• http://www.youtube.com/watch?v=Ei6JvK0W60I&feature=BFa&list

=FL3miNZizUfXLS4AQEMFqDcw (Beauty Pressure)

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Developing effective Marketing Communications

1. Identify the target audience: Decide whom the message should reach. VISUAL LANGUAGE IS IMPORTANT! 2. Determine the response sought: What would the audience like to do after they get the message? 3. Choose the message. Write the copy, or produce and appropriate image. 4. Choose the channel. Decide which medium is most appealing to the audience. 5. Select the source’s attributes. Decide what it is about the product or company that needs to be communicated. 6. Collect feedback. E.g. carry out a market research

(Blythe, 2006)

Teamwork: Analysis of an ongoing marketing campaign

1.Observe what local/regional/international marketing campaigns are going on at the moment 2.Pick up a campaign that is of your interest 3. Make an analysis of the campaign: - On basis of the visual presentation, medium, and slogans, to which audience(s) is the campaign directed to? - What is the core message /unique sales proposition? - Analyze the campaign in terms of the media used 4. Discuss and decide what would you do differently in the campaign You will present your findings in form of a pp-presentation (2-3 slides), 10 -15 minutes at 13:00.

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References: • A.Barnard & C.Parker, 2012: Campaign It! • J. Blythe,2006: Essentials of Marketing Communications • C.Hackley, 2010. Advertising & Promotion; • Ida Hakola & Ilona Hiila, 2012: Strateginen ote verkkoon • S. & K. Lindroos, G.Nyman, 2005: Kirkas brändi • N.Malmelin, J. Hakala, 2007: Radikaali brändi • Marieke de Mooij, 2011: Consumer behaviour and culture • C.Rose, 2010. How to win campaigns • PR Smith and Ze Zook, 2011. Marketing Communications • P. Vuokko, 2003: Markkinointiviestintä – merkitys, vaikutus,

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