creative marketing management · 3) what is your niche? 4) what are the benefits and competitive...

Creative Marketing Management

- Introduction to the course content -

Thomas Wehner, Dipl. Betriebswirt (FH) / EBC

Introduction

EMS Course: Creative Marketing Management Introduction

Integrated Marketing Management

EMS Course: Creative Marketing Management Integrated Marketing Management

Strategy aimed at unifying different marketing methods: •  Mass marketing

•  One-to-one marketing

•  Direct marketing

Objective is to complement and reinforce the

market impact of each method

Employ the market data generated by these efforts

in product development, pricing, distribution, customer

service, etc.


Areas of industry-leading IMM solutions are:

•  Marketing Operations Synchronise and optimise resources for maximum efficiency by managing workflows and budgets automatically

•  Campaign Management Campaign planning tools and performance-analysis software enable you to communicate the most relevant and timely messages to your target customers — in the format they respond to best

•  Digital messeging With digital messaging tools, you can rest assured that you’re sending the right message at the right time to your prospects and customers. With advanced real-time analytics, you can also monitor your campaign performance and make adjustments as needed to keep your communications on point

•  Market Analytics & Data Management Harness the power of your customer data to build persuasive marketing strategies that generate sales. Also keep an eye on business-performance patterns, customer response triggers and program effectiveness to support strong business decisions at every turn


•  Optimizing Processes throughout the Marketing Lifecycle

•  New Generation Integrated Marketing Management

•  From tactical to strategic Integrated Marketing Management

•  The (new) integrated customer facing

IMM Performance


The (new) integrated customer facing

Source: SAS Institute Inc.

Creating creative marketing strategies and campaigns

EMS Course: Creative Marketing Management Creating creative marketing strategies and campaigns

Write a Creative Marketing Plan in 7 Sentences

1)  What is the purpose of your marketing?

2)  Who is your target market?

3)  What is your niche?

4)  What are the benefits and competitive advantage?

5)  What is your identity?

6)  What tactics, strategies and weapons will you use to carry out your marketing?

7)  How much money will you spend on marketing; what's your marketing budget?


Creative Strategy should address the following five foundations that impact business growth:

•  Identify needs / determine goals

•  Figure out a roadmap

•  What’s happening?

•  Tell a story

•  Influence behaviour


Creative Strategy – Planning

•  The importance of creativity in marketing communication

•  Marketing communication creativity

•  What Is Creativity?

•  Perspectives of Marketing Communication Creativity

•  Planning Creative Strategy

•  The Creative Challenge

•  Taking Creative Risks

•  Creative Personnel

•  The Creative Process


Creative Strategy – Development

•  Assessment of the marketing and promotional situation

•  Copy Platform

•  Marketing Communication Campaigns

•  Search for the Major Selling Idea

•  USP - unique selling proposition

•  Finding the inherent drama

•  Positioning

Communications / Advertising

EMS Course: Creative Marketing Management Communications / Advertising

Communication

Communication (from Latin commūnicāre, meaning "to share“) is the activity of conveying information through the exchange of:

•  Thoughts, messages or information

•  By speech, visuals, signals, writing, or behavior

•  It is the meaningful exchange of information between two or more living creatures

•  Any act by which one person gives to or receives from another person information about that person‘s needs, desires, perceptions, knowledge, or affective states


Communication factors ... essential for advertising

•  Communication process

•  Communication behaviour


Advertising intension

Advertising in business is a form of marketing communication used to:

•  Encourage

•  Persuade or

•  Manipulate an audience (viewers, readers or listeners; sometimes a specific group)

•  to take or continue to take some action

Most commonly, the desired result is:

•  to drive consumer behavior with respect to a commercial offering,

•  although political and

•  ideological advertising is also common


Advertising process

The steps involved in the process of advertising:

Step 01 - Briefing

Step 02 - Knowing the Objective

Step 03 - Research

Step 04 - Target Audience

Step 05 - Media Selection

Step 06 - Setting the Budget

Step 07 - Designing and Creating the Ad

Step 08 - Perfection

Step 09 - Place and Time of Ad

Step 10 - Execution


"Brand focus" – the foundation for integrated marketing communications

The name

Logo, wordmark and colour palette

Positioning (What it is)

The personality

The benefit

Integrated

Communications / Advertising


Case Study – Integrated Brand Communications

•  Above-the-Line

•  Below-the-Line


Case Studies - campaign of the year 2012

•  Backround

•  Campaign objectives

•  Key Take Aways

•  Challanges

•  Approach

•  Big emotional touch

•  Breakthrough results

Events and public relations

EMS Course: Creative Marketing Management Events and public relations

EVENTS

…to convince, you have to inspire… via direct communication experiences.

•  Marketing events are the central part of live marketing •  Experiences create inextinguishable and

lasting memories •  They surprise, enthrall, motivate, convince •  They are remembered

Planet Radio


EVENTS

•  Definition

•  Strategies

•  Power of event marketing

•  Get them to…

Ø  Sign up

Ø  Speak up

Ø  Show up

•  Making sure to follow-up


Public Relation in Marketing (Event) Communication

•  What is Public Relations

•  Functions of PR

•  Components of PR

•  Process of PR

•  Need & Importance of PR

•  Tools and Techniques of PR


How does PR work?

•  PoweR of Event

•  Where does PR fit in

•  Event Measurement from PR standpoint

Ø  Media coverage Ø  Event assessment Ø  Collateral materials Ø  Callings of action

Ø  Online activity

•  Stakeholder surveys


Case studies – transforming campaigns

Film and Photography

EMS Course: Creative Marketing Management Film & Photography

Filmmaking

Filmmaking involves a number of discrete stages including: •  an initial story, idea, or commission,

•  through scriptwriting, casting, shooting

•  editing, and screening the finished product

•  before an audience that may result in a film release and exhibition.

Filmmaking for advertisments takes place in many places around the world in a range of economic, social, and political contexts, and using a variety of technologies and cinema techniques. Typically, it involves a large number of people, and can take from a few days/ weeks to several months to complete.


Ad Film process

1) Treatment

2) Storyboard (easy drawing)

3) Storyboard (illustration for filming implementation)

4) Pre-Production Meeting

5) Filming

6) Post-Production

7) Ad on air


The Art of Advertising Photography

Photography is the single most important element

of most advertising campaigns. While copywriters

may spend hours producing an eye-catching headline

and copy that explains the benefits of a product, it’s

the image that first attracts the viewer. It’s also

the last thing the viewer usually remembers after

turning the page.


The Art of Advertising Photography

Advertising images may be used on billboards

and in magazines, on posters and on flyers.

They may be straightforward depictions of

a product or a model — or they could incorporate

complex graphics and use the very latest post-

production techniques to show that the company

is on the leading edge campaigns.


Photography procees

1) Layout of ideas - Artwork and illustration

- Grafik-Design

- Visualisation

2) Shootingboard (easy drawings)

3) Pre-Production Meeting

5) Photo-Shooting

6) Post-Production (Adobe Photoshop)

7) Print-Ad published

Alternative: Stock Photos via worldwide Image Banks, from Getty Images to Fotalia


Making Ad Films & Photographs

•  Scribble – Illustration - Photo-Shot

•  Food: Behind the Scene at Mc Donalds

•  People: Tim Tadder (international Top Photographer)

•  Cars: Mercedes CLS Class

•  Looking at the Before versus After Effects

Branding and brand management

EMS Course: Creative Marketing Management Branding and Brand Management

Brand

•  Features of Brand

•  Brand Experience

•  Brand Image

•  Brand Orientation

EMS Course: Creative Marketing Management Branding and Brand Management

Branding

•  Consumer`s Perspective on Branding

•  Advantages of Branding

•  Stages in Branding

Ø  Unbranded goods

Ø  Brand as reference

Ø  Brand as personality

Ø  Brand as icon

Ø  Brand as company

Ø  Brand as policy

•  Examples of Successful Branding

•  How to create a Brand Image?

Below-the-line

EMS Course: Creative Marketing Management Below-the-Line

Below-the-Line approach

While both ATL and BTL communications can be used to either build brand awareness

or drive sales through specific offers (promotions), it is BTL communication that gives the

marketer the ability to tailor their messaging in a more personal manner to the audience.

These insights can then be used to inform the next BTL communication to the

audience and tailor the messaging based on the feedback received.

This strategic approach allows brands to engage with a customer at multiple points (for example, the customer will see the television commercial, be confronted with a sampling sales-

promotion in the supermarket and be handed a flyer, with a content that refers the brands microsite,

including a online raffle sales-promotion).

EMS Course: Creative Marketing Management Below-the-Line

Below-the-Line Advertising

•  Sales Promotions •  Public Relations •  Ambient Media •  Sponsoring •  Directmarketing (Off-/Online) •  Raffle Promotions •  Sampling and Cooperation Sampling •  Product Placement •  Eventmarketing •  Mobile Marketing •  Personal Sales •  Ambush Marketing •  Social Media Marketing/Virales Marketing/Buzz Marketing •  Guerillia Marketing

Product placement & sponsoring

EMS Course: Creative Marketing Management Product Placement and Sponsoring

Product Placement

Product placement, or embedded marketing, is any form of audiovisual commercial communication consisting of the inclusion of or reference to a product, a service or the trade mark thereof so that it is featured within a programme. Product placement stands out as a marketing strategy because it is imperative to attach the utmost importance to "the context and environment within which the product is displayed or used“.

Advertisers employ 'branded entertainment‘ - product placement - mostly in commercial TV programming." The story, based on a survey by the Association of National Advertisers, said "Reasons for using in-show plugs varied from 'stronger emotional connection' to better dovetailing with relevant content, to targeting a specific group.


Methods of Product Placements

•  Title Patronat

•  Information Placement

•  Corporate Placement

•  Political Propaganda

•  On Set Placement

•  Creative Placement

•  Generic Placement

•  Music Placement

•  Country or Landscape Placement

•  Celebrity Placement


Sponsoring

Sponsorship is the financial or in-kind support of an activity, used primarily to reach specified business goals. Advertising is considered a quantitative medium, whereas sponsorship is considered a qualitative medium. It promotes a company in association with the sponsee. A large number of events these days use sponsorship support to offer more exciting programs and to help defray rising costs. Sponsorship allows you to reach specifically targeted niche markets without any waste. With this in mind, you can find unlimited opportunities to broaden your competitive advantage by increasing your credibility, image and prestige in sponsoring events attracting your target market.


Areas of Sponsoring

•  Sportsponsoring

•  Arts and Culture Sponsoring

•  Socio and Environment Sponsoring

•  Science Sponsoring

•  Health Sponsoring

•  Media and Programme Sponsoring

Corporate Design & Corporate Identity

EMS Course: Creative Marketing Management Corporate Design and Corporate Identity

Corporate Design

A corporate design is the official graphical design of the logo and name of a company or institution used on letterheads, envelopes, forms, folders, brochures, etc. The house style is created in such a way that all the elements are arranged in a distinguished design and pattern. This includes dictating what ink pantones should be used in the coloring, and what typefaces.

Corporate Branding

Corporate branding is the practice of using a name, sign, symbol, slogan or anything, in an attempt to leverage corporate brand equity to create product brand recognition.


Visual Identity

Who you are?

And how you express that visibly?

That’s your Visual Identity.

IMAGO

How others see YOU.


Basic Corporate Design Elements

A corporate design consists of a few different elements: •  Logo

Ø  Symbols / Icons Ø  Logotype or wordmarks Ø  Addtional „Fifth“ Element

•  Colour •  Typography and sometimes •  an additional graphical element(s)


Corporate Identity

A corporate identity is the overall image of a corporation or firm or business in the minds of diverse publics, such as customers and investors and employees. Corporate identity comes into being when there is a common ownership of an organizational philosophy that is manifest in a distinct corporate culture – the corporate personality.

Corporate identity helps organizations to answer questions like “who are we?” and “where are we going?” Corporate Identity also allows consumers to denote their sense of belonging with particular human aggregates or groups


Areas of Corporate Identity

Corporate identity is the way corporate actors (actors who perceive themselves as acting on behalf of the company) make sense of their company in ongoing social interaction with other actors in a specific context.

•  Corporate Behaviour

•  Corporate Communication

•  Corporate Culture

•  (Corporate Design)

•  Corporate Language

•  Corporate Philosophy


...

Corporate Case Study

Design management

EMS Course: Creative Marketing Management Design Management

Corporate Design Management: Case Study

Visual merchandising

EMS Course: Creative Marketing Management Visual Merchandising

What is Visual Merchandising?

It is the presentation of a store and it’s merchandise

in order to sell the goods and services of the store. “IT IS THEIR SILENT SALESPERSON”


Powerful Visual Merchandising...

•  To create Interest •  To attract customers

•  Ease of selection for the customer

•  Promote stock

•  Maximise sales

•  Creates a desire to buy

•  Create store ambience

•  Project a store image

•  Win confidence, to give the customer faith in the store and product •  Assist in add-on sales

•  Monitor stock levels

•  Shows how product is used

•  Communicates to the customer


The Secrets of Visual Merchandising

1.  Understanding visual merchandising, why it is done?

2.  Understanding floor lay-out and the various merchandise components and their placement.

3.  Working with colour

4.  Merchandising principles

5.  Displays and Ideas

Luxury marketing

EMS Course: Creative Marketing Management Luxury Marketing

Luxury is...

about the quantity or a vast array of expensive goods partly derived from technical superiority... and unique craftsmanship.

Luxury is „the state of great comfort and extravagant living” or „an inessential, desirable good that is expensive or difficult to obtain”.

However, most interesting is the antonym of luxury, which is necessity. From this perspective luxury is something that appeals to and feeds our lust.

EMS Course: Creative Marketing Management Luxury Marketing

Luxury Brands... built to shine

•  Origin of Luxury Marketing

•  Luxury Consumers (Segmentations)

•  Development of new Luxury

•  Drivers of Luxury change

•  MassClusivity

•  Luxury ladder

•  Massification of Luxury

•  Challange MassClusivity

•  Luxury Brand Building

•  Emerging Luxury Trends

Low-end Marketing

EMS Course: Creative Marketing Management Low-end Marketing

The End of the Middle

More sophisticated segmentation practices have been parceling out the once-generic middle-class consumer group for years •  Market developments

•  Marketing strategies

•  The power of low-end market

•  Targeting high, low-end markets •  H&M: Starting low, aiming high - conquering international markets

•  Primark: Low-end consumer run versus exploiting human labour

•  Unilever: Targeting „Low-end“ mobile users in emerging market

•  Procter & Gamble: Aiming High and Low

Vision, mission, trend and innovation in marketing

EMS Course: Creative Marketing Management Vision, Mission, Trend and Innovation

Vision = Mission

Open significant opportunities or create big challenges

•  Brand Accountability

•  Brand Trust

•  Brand Flexibility

•  Brand Experience

•  Brand Visualization

•  Brand Crowdsourcing

•  Brand as Social Influencers

EMS Course: Creative Marketing Management Mission, Vision, Trend and Innovation

New Demands Accelerate Marketing

•  Big data

(smarter applications of data will help them respond faster - and better - to business challenges)

•  real-time marketing and (Consumers expect instant interactions)

•  the always-on consumer (integrated digital marketing channels should pay dividends in terms of greater responsiveness to time-, place- and device- shifting consumers)

•  10+ Marketing Trends for 2014 You Haven't Heard (Source: Forbes, 22.01.2014)

•  Key Innovations for 2014

„The world is your oyster – The sky is the limit“

Student Course Work

EMS Course: Creative Marketing Management Student Course Work

Project Topics for course presentations (30 to max. 45 minutes)

1) The role and mission of Integrated marketing management for the global brand Adidas. 2) Creating creative marketing strategies and campaigns of the most valuable brand Apple. 3) The organization and operation of Serviceplan Group and their agencies (advertising, media, communication, market research). 4) Secrets behind the power brand Red Bull - extreme events and public relations. 5) The organization and operation of Markenfilm Group and the creative production process for and advertising spot, starting from the idea of an ad agency up to showing on television. 6) Creating and managing brand values by Interbrand, presenting their know-how and wide competence for international top brands. 7) Below-the-line communication and promotion activities of fast-moving-consumer-good (FMCG). 8) Product placement in movies and sport sponsoring activities of international brands. 9) Corporate design and corporate identity as an entire management process of Coca-Cola. 10) Key elements and success factors of visual merchandising for the SWATCH brand. 11) The art & mystery of luxury marketing and their seductive attraction, created by international brands such as Chanel, Ferrari, Rolex, Mont Blanc and Dom Perignon. 12) Strategies, implementation and performance of low end marketing by Hennes & Mauritz.

creative marketing management · 3) what is your niche? 4) what are the benefits and competitive...

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