Description
Brand management is a communication function that includes analysis and planning on how that brand is positioned in the market, which target public the brand is targeted at, and maintaining a desired reputation of the brand. Developing a good relationship with target publics is essential for brand management.
Marketing and Branding
Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
Vision / Mission Statement Environmental Analysis Market Analysis Strengths + Weaknesses Competitor Analysis Opportunities + Threats Internal Resource Analysis
Opportunity selection and evaluation Risks / Assumptions & Critical Success Factors
Opportunity Spaces
Organisational Structure and Resources- issues and implications
Operational plans + budgets Mobilise
Project Financed by the European Union
Project : Support to Cluster Development
Comments on Marketing Skills
“You are not a passive observer of this organisation’s performance” “He didn’t make an impact – he was terrible”
“Don’t tell anyone your problems ………………!”
“We decided to invest because we believe in your and what you are selling”
“You lend money to people and people pay you back”
“You are never too old to learn – it is a continuous process”
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Project Financed by the European Union
Project : Support to Cluster Development
Why a Review of Marketing?
An opportunity for an enterprise/organisation (and marketing personnel) to look internally and externally and “take stock”.
Sets future goals, provides direction for the enterprise/organisation.
Includes both services and products.
It is a key component to obtaining funding.
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Project Financed by the European Union
Project : Support to Cluster Development
A Marketing Review should be…
A yearly planning process.
An opportunity to introduce something new.
A component within the overall business plan.
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Project Financed by the European Union
Project : Support to Cluster Development
Marketing Terminology
What is Marketing? What is Promotion? What is Branding? What is Advertising?
What are your views?
Present and Discuss Ideas
Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
Marketing
“The management process responsible for identifying, anticipating and satisfying customer requirements profitably.”
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Project Financed by the European Union
Project : Support to Cluster Development
Marketing
Consists of a series of actions that…..
1 2 3 4
Are performed by Individuals and Organisations
Facilitate satisfying exchange relationships
Occur in a dynamic environment
Focus on Goods, Services and Ideas Involve Products, Pricing, Placing, People, Processes, the Physical environment and Promotion Promotion is only one of the 7Ps!
Project Financed by the European Union
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Project : Support to Cluster Development
The Marketing Mix
Project Financed by the European Union
Project : Support to Cluster Development
Promotion
Developing strategies to make the consumer aware of the existence of your product or service (and cluster)
Inform: To help people learn/know about your product and it’s value offering (benefits and characteristics, etc.)
Persuade: By attempting to sway the consumer to buy the product against competitive offerings that are trying to win the time and money of the same customer
Remind: By drawing the attention of customer back to the organisation’s product - due to competitive promotions
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Project Financed by the European Union
Project : Support to Cluster Development
Different Promotional Tools
Guerrilla Marketing Advertising
E-marketing
Sales Promotions
Promotion
Direct Marketing
(Individual Relationship Management)
Personal Selling
Public Relations
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Publicity
Project Financed by the European Union
Project : Support to Cluster Development
Integrated Marketing Communication
With so much focus on promotion, it is essential to integrate all the different activities & create a single coherent consistent message so as not to confuse the customer.
“Integrated Marketing Communications (IMC) is the concept under which a company carefully integrates and coordinates its many promotional channels to deliver a clear, consistent & compelling message about the organisation & its products” (Kotler)
Project Financed by the European Union
Project : Support to Cluster Development
T-Mobile
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
The Promotional Mix
Public Relations Sales Promotion
Advertising
Direct Marketing
Integrated Marketing
Communication
Personal Selling
Guerrilla Marketing
Publicity
E-marketing
Project Financed by the European Union
Project : Support to Cluster Development
Promotional Mix
1. Advertising:
Paid for impersonal mass communication, T.V. & radio commercials, magazine ads, billboards, etc.
2. Sales Promotion:
In-store displays, product promotions / sampling trade shows, etc. Designed to supplement advertising and personal selling.
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Project Financed by the European Union
Project : Support to Cluster Development
Promotional Mix
3. Personal Selling:
The presentation of a product to a prospective customer by a representative (e.g.) car sales, shop assistant,
waitress, consultant
4. Publicity:
Unpaid impersonal mass communications with the added credibility of an editorial source (e.g.) press
release, movie review
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Project Financed by the European Union
Project : Support to Cluster Development
Promotional Mix
5. Public Relations:
Newsletters, annual reports, corporate hospitality events, sponsorship. The managed effort by an organisation to influence the attitudes and opinions of the general public or a specific sector of its stakeholder base (more targeted than publicity).
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Project Financed by the European Union
Project : Support to Cluster Development
Promotional Mix
6. Direct Marketing (IRM):
Personal communications with carefully targeted (High Net Worth) individual customers to obtain an immediate response and cultivate lasting customer relationships – (keep their business)
7. Guerrilla Marketing:
Using non-traditional, unconventional tactics to get your product/service/organisation noticed. Creating awareness through unconventional means.
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Project Financed by the European Union
Project : Support to Cluster Development
Promotional Mix
8. E-marketing:
Electronic commerce is the general term for a buying & selling process that is supported by electronic means. It takes place in electronic marketplaces/ spaces Promotion by e-channels (e.g. social media) in virtual marketplaces
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Project Financed by the European Union
Project : Support to Cluster Development
Advertising
‘Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor’ (Kotler)
Used by business big & small (including clusters!) as well as non-profit organisations, Governments, professionals & social agencies.
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Project Financed by the European Union
Project : Support to Cluster Development
The Message
All products/services have 2 characteristics
“Features” What it is/has.
“Benefits”
What it does for the customer.
People buy BENEFITS not FEATURES Advertising should focus on BENEFITS
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Project Financed by the European Union
Project : Support to Cluster Development
Advertising = AIDA
Any advertisement only has a few seconds to have an effect on a prospective customer
Advertisements that work follow AIDA
Attention Interest Desire Action
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Project Financed by the European Union
Project : Support to Cluster Development
Attention – if your advertisement etc. does not attract immediate attention, it is a complete waste of time. Interest – it must get and retain interest. Desire – it must create the desire to buy, or to take things further. Action – it must prompt the desired action to meet your objective – buy, e-mail, phone, write, etc.
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Project Financed by the European Union
Project : Support to Cluster Development
“I’m John Smith from Topper Training, an international company offering Business Skills and Personal Development Skills training. “Unfortunately too many organisations still think of training as a chore, something that detracts from the day to day business of making money. “Did you know that staff development is proven to improve staff retention, motivation and productivity? All factors that add to the bottom line. For that reason training should always be thought of as an investment rather than a cost. So, once you have worked with me you will have happier, more motivated staff, you cut recruitment costs and reduce disruption to your business from staff leaving and you will see increased productivity boosting bottom line. “Our tailor-made programmes are endorsed by The Institute of Leadership and Management and accredited by The Law Society, giving you the peace of mind that any training you undertake with us has already been scrutinised and approved by leading professional bodies.” “If you would like to find out more about how we can help you, why don’t we arrange to meet up for a coffee and a chat?”
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
Advertising Types of Media
Medium Newspaper Magazines TV Social Media Radio Direct Mail Outdoor (billboard) Advantages lower cost high dist. high dist. low cost lower cost low cost high exp Disadvantages not targeted high cost high cost unfocused not targeted not targeted not targeted
Project Financed by the European Union
Project : Support to Cluster Development
What Advertising Can Do 1 2 3 4
Remind the market about the benefits of your product or service Establish and maintain your distinct identity
Encourage existing customers to buy more
Attract new customers
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Slowly build sales to boost your bottom line Promote your business to customers, investors and others
Project Financed by the European Union
Project : Support to Cluster Development
What Advertising Can’t Do 1 2 3 4
Create an instant customer base
Cause an immediate sharp increase in sales
Solve cash-flow or profit problems Substitute for poor or indifferent product quality or customer service Sell useless or unwanted products or services
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Project Financed by the European Union
Project : Support to Cluster Development
Public Relations
Building good relations with the company’s stakeholders by obtaining favourable publicity, building a good ‘corporate image’ and proactively managing any unfavourable rumours, stories & events
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Project Financed by the European Union
Project : Support to Cluster Development
Public Relations Activities
Press Relations:
•creating & placing newsworthy info in the news media to attract attention
Product Publicity:
• publicising specific products
Corporate Social Responsibility:
• building & maintaining national or local community relations
Lobbying:
• dealing with government officials to promote or defeat legislation and regulation
Investor Relations:
• maintaining relationships with shareholders and financial community
Development:
• PR relations with donors or members of non-profit organisations to gain 38 financial or volunteer support Project Financed by the
European Union
Project : Support to Cluster Development
Major PR Tools
Audiovisual Materials:
• • • Films Powerpoint Presentations Documentaries
Corporate Identity Materials:
• • Uniforms, stationery, brochures, business forms, business cards, company cars/ trucks, etc. Again, all controllable, consistent with logos, etc.
Sponsorship:
• • Whether they be commercially-inclined or a public service activity Again very newsworthy & increases awareness
Websites:
•
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‘PR is reshaping the Internet, whilst the Internet is reshaping PR’
Project Financed by the European Union
Project : Support to Cluster Development
Publicity
Publicity
Newspaper or Magazine Articles
News Reports
Website Articles
News: Events and Activities and “Good News” Stories
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Project Financed by the European Union
Project : Support to Cluster Development
Guerrilla Marketing
….More ways of making a very limited budget work for your company/product, these methods are known as ‘Guerrilla Marketing’.
Project Financed by the European Union
Project : Support to Cluster Development
Guerrilla Methods
Stickers
Spray Paint Logos
Pavement Chalking
Guerrilla Marketing Methods
Stenciling
Biodegradable
Tree Postings
Product Giveaways
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Project Financed by the European Union
Project : Support to Cluster Development
Non-Traditional Marketing Methods
Offering Free Demonstrations and Talks
Newsletters (printed and electronic)
Non-Traditional Marketing
Offering Free Consultations
Using SMS Messaging
Generating Mystery and Intrigue
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Project Financed by the European Union
Project : Support to Cluster Development
Principles
Presence – find ways to make yourself known at all times – chat rooms, forums, discussion boards, e-mail, radio, magazines Activity – be aware of opportunities to make your product known at all times and act on them
Energy– continually marketing ‘360 degree marketing’ Networking – always looking to make contacts and develop networks – importance of relationships.
Guerrilla and Non-Traditional Marketing
Smart – don’t offend customers or turn them off.
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
Factors Influencing the Choice of Promotional Method
1. Nature of the Market Geographical Scope (e.g. Lexus in The Economist and FT – prestige media with global spread).
4. Stage of the Product Lifecycle Introduction Growth Maturity Decline
Promotional Method Choice
3. Nature of the Product Value of the product Value of the customer Degree of complexity Levels of customisation
2. Number and Type of Customers Selling steel to General Motors vs. sweets to children.
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Project Financed by the European Union
The Use of E-Marketing and Social Media for Clusters
Project Financed by the European Union
Project : Support to Cluster Development
Why Use E-Marketing and Social Media?
845 Million Active Users Worldwide
233 million in Europe
147 Million Active Users Worldwide 32.9 million in Europe
500 Million Registered Users Worldwide
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Project Financed by the European Union
Project : Support to Cluster Development
E-Marketing and Social Media Options
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Project Financed by the European Union
Project : Support to Cluster Development
Which Ones Do You Use?
Personally?
Organisationally?
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Project Financed by the European Union
Project : Support to Cluster Development
Effective Websites
USERS CONTEXT
WHO?
WHY?
WHAT?
CONTENT
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Project Financed by the European Union
Project : Support to Cluster Development
How To Develop an (More) Effective Website
Useful
Useable
Desirable
Valuable
Findable
Accessible
Credible
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Project Financed by the European Union
Project : Support to Cluster Development
The Website Design Process
Planning Architecture Design and Author Build and Launch
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
What Makes a Website Effective? 1 2
Knowing who your users are and/or want to attract.
Thinking about what your users need from the website (content/information, not beauty or technological tricks). Is easy to navigate – users can find important information quickly and have a great experience with your site.
Is regularly updated with good quality new content of interest to the target group (CMS is important). Ideally has active content (e.g. moving images and video).
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Is easily found via Google, etc. (Search Engine Optimisation). Can work with a range of web browsers (e.g. IE9, Chrome, Project Financed by the Firefox, Safari, Opera, etc.) European Union
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Project : Support to Cluster Development
Use Pictures and Video
Build an Active Wall
• • • Encourage people to like your page (friends, family, etc.). Post interesting and useful content from various sources, regularly. Monitor and participate in the comments on your wall.
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•
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Show the products and services delivered by the cluster. Show the members and their teams (actively working in their businesses). Get images from customers using the (cluster) products and services.
Highlight Events
• • Discuss/show events you are holding or plan to attend. Highlight any sponsorships you may be undertaking.
Call to Action
• • Include product information (if appropriate). Enable people to redirect to your e-commerce site to buy products (if appropriate).
Project Financed by the European Union
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Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
• “Micro-blogging” site. • 140 characters • Can follow others and aim to get followers.
Content for followers: • Need • High Value • Missing
“Follow” strategically and selectively.
Always acknowledge or thank those who: • Answer you directly • Retweet you • Tweet about you
If your organisation tweets then you can put a “Follow Us on Twitter” link on your website and you can use a widget to feed your Tweets.
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
Primarily professional orientation with a global reach (Facebook and Twitter are blocked in China). Join groups and eventually create a group of your own.
Can raise awareness of your organisation both as an individual and can build company pages.
Individual staff of the (cluster) organisation should be encouraged to create their own profiles.
The Slideshare application can be used to upload a presentation on your organisation.
Status updates can be used effectively to generate interest (but don’t feed in Twitter) and FOLLOWERS.
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
Emerging Social Media to Watch
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Project Financed by the European Union
Project : Support to Cluster Development
Definition of Blogs
Blogs - an abbreviation of 'weblogs' - web sites which contain dated entries in reverse chronological order (most recent first) about a particular topic. Functioning as an online newsletter, blogs can be written by one person or a group of contributors. Entries contain commentary and links to other Web sites, and images. A search facility may also be included. A blog with video clip entries instead of text is a "video Weblog" .
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Project Financed by the European Union
Project : Support to Cluster Development
Effective (Business) Blogging 1 2 3
Blogging is best done as part of the organisation’s site (not through Blogger and Wordpress). Make sure that your blog has focus in terms of target users and topics. Post on a regular and consistent basis and keep content consistent with the core business (of the cluster). Blogs should be easy to navigate and load up fast (keep Flash out of it). Avoid cluttering up the blog with buttons, adverts, etc. Let users know about the writer(s) but don’t go too personal in your posts. Let users know about what the cluster (business) has to offer in terms of products and services. Project Financed by the
European Union
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Project Financed by the European Union
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Summary
1 2 3 4 5 6
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E-marketing is an essential part of reaching people and raising awareness.
Social networking is a useful additional tool for reaching people but it needs to be planned and done well. Undertake e-marketing incrementally. Content should always seek to be useful and focused on the interest and needs of your target groups and regular. Social networking is a relatively low cost method of getting your brand out there. It is relatively easy to integrate websites, blogs, Facebook, Twitter, YouTube and Vimeo.
Project Financed by the European Union
Project : Support to Cluster Development
Challenges to E-Commerce and Marketing.
Chaos and Clutter:
•Volume of websites, pop-ups, advertisements & information. •Very low tolerance for slow/ awkward websites.
Security:
• • Snoopers, eavesdroppers, espionage, sabotage, theft of personal data. Spyware, adware, malware – viruses.
Ethical Concerns:
• • Privacy, information abuse (data-mining). Spyware, adware, malware – viruses.
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Project Financed by the European Union
Branding
Project Financed by the European Union
Project : Support to Cluster Development
Branding
“Is a marketing management process that seeks to create, cultivate and associate a product or corporate identity (name, term, sign, symbol, design) with a consistent set of ‘personality’ traits and characteristics (thoughts, feelings, perceptions, attitudes, values, beliefs) in the minds of stakeholders (consumers, customers, staff, partners, investors etc.)”
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Project Financed by the European Union
Project : Support to Cluster Development
Branding is not new!
The word "brand" is derived from the Old Norse brandr meaning "to burn."
It refers to the practice of producers burning their mark (or brand) onto their products…
The Italians were among the first to use brands, in the form of watermarks on paper in the 1200s
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Project Financed by the European Union
Project : Support to Cluster Development
What is a brand?
A brand is more than a visual sign (e.g. a logo). Brands make statements about attitudes.
The label / symbol is the visual sign that enable customers to recognize a certain level of quality / features / value and price (the promise).
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Project Financed by the European Union
Project : Support to Cluster Development
Brand Types
“Word” brand: “Symbol” brand:
Word-symbol brand::
Logos with distinctive pictures/symbols are more easily remembered Logo in combination with slogan has stronger impact
Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
Brand Building
5 stages in brand building process. Provides a holistic view of the brand lifecycle from conception to achieving ultimate brand loyalty. Some brands fare better than others at certain stages.
Some brands never mature seemingly stuck in the equivalent of adolescence or early adulthood.
Solution? - professional brand management!!
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Project Financed by the European Union
Project : Support to Cluster Development
The Five Stages of Building a Brand
1 2 3 4
The brand definition
The awareness experience
The buying experience
The using and service experience
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The membership experience
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Project Financed by the European Union
Project : Support to Cluster Development
The Brand Definition
Brand Definition
Who?
The primary target customers for the project or service.
What?
The offering of capabilities or features.
Why?
The BENEFITS the brand provides to its customers.
How?
The approach utilised for delivering the promise.
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Project Financed by the European Union
Project : Support to Cluster Development
Summary
1 2 3 4
Brands are central to (business) strategy Brand building is a component of overall marketing strategy and brand values should be clearly aligned with the values of the company/organisation. Basic products are easily copied. Skilful branding differentiates - based on added values that cannot be so easily copied. Strong brands create high barriers to entry. They are often premium priced & achieve high market share. They live longer than products and offer the firm avenues for new growth. Creating strong brands requires long-term thinking, planning, investment and management.
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Project : Support to Cluster Development
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Project Financed by the European Union
Marketing Implementation Strategy
Project Financed by the European Union
Project : Support to Cluster Development
Promotional Strategy Audit Key Questions
• What are you promoting? • Who are you targeting? • What is the message you wish your customer to hear? • Where are you most likely to find these customers? • What is the best means of accessing them? • • How do you currently communicate with your customers? Methods? messages? • How effective are these activities? • How do you know? • What else could you do?
Project Financed by the European Union
Project : Support to Cluster Development
Different Types of Marketing Innovation
Radical Incremental
A new product, service, or technology, that completely replaces an existing one- often redefines the competitive marketplace
A new product, service, or technology that modifies an existing one
A change in appearance or performance of products or services or the physical processes through which a product or service passes
Technical
Management /Organisation
A change in the management processes in an organisation A change in the physical characteristics of a product or service or the creation of a new one A change in the way a product or service is manufactured, created, or distributed
Project Financed by the European Union
Product Process
Project : Support to Cluster Development
The impact of innovation has many manifestations – not just technical
Improved supplier relationships Improved management processes
Creation of new markets
Extension of product range Improved manpower productivity
Improved decisions systems and processes
New raw materials - substitution Reduced environmental damage
Reduced energy consumption
Certification or regulatory compliance
Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
doc_463036280.pdf
Brand management is a communication function that includes analysis and planning on how that brand is positioned in the market, which target public the brand is targeted at, and maintaining a desired reputation of the brand. Developing a good relationship with target publics is essential for brand management.
Marketing and Branding
Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
Vision / Mission Statement Environmental Analysis Market Analysis Strengths + Weaknesses Competitor Analysis Opportunities + Threats Internal Resource Analysis
Opportunity selection and evaluation Risks / Assumptions & Critical Success Factors
Opportunity Spaces
Organisational Structure and Resources- issues and implications
Operational plans + budgets Mobilise
Project Financed by the European Union
Project : Support to Cluster Development
Comments on Marketing Skills
“You are not a passive observer of this organisation’s performance” “He didn’t make an impact – he was terrible”
“Don’t tell anyone your problems ………………!”
“We decided to invest because we believe in your and what you are selling”
“You lend money to people and people pay you back”
“You are never too old to learn – it is a continuous process”
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Project Financed by the European Union
Project : Support to Cluster Development
Why a Review of Marketing?
An opportunity for an enterprise/organisation (and marketing personnel) to look internally and externally and “take stock”.
Sets future goals, provides direction for the enterprise/organisation.
Includes both services and products.
It is a key component to obtaining funding.
8
Project Financed by the European Union
Project : Support to Cluster Development
A Marketing Review should be…
A yearly planning process.
An opportunity to introduce something new.
A component within the overall business plan.
9
Project Financed by the European Union
Project : Support to Cluster Development
Marketing Terminology
What is Marketing? What is Promotion? What is Branding? What is Advertising?
What are your views?
Present and Discuss Ideas
Project Financed by the European Union
Project : Support to Cluster Development
11
Project Financed by the European Union
Project : Support to Cluster Development
Marketing
“The management process responsible for identifying, anticipating and satisfying customer requirements profitably.”
12
Project Financed by the European Union
Project : Support to Cluster Development
Marketing
Consists of a series of actions that…..
1 2 3 4
Are performed by Individuals and Organisations
Facilitate satisfying exchange relationships
Occur in a dynamic environment
Focus on Goods, Services and Ideas Involve Products, Pricing, Placing, People, Processes, the Physical environment and Promotion Promotion is only one of the 7Ps!
Project Financed by the European Union
5
6
13
Project : Support to Cluster Development
The Marketing Mix
Project Financed by the European Union
Project : Support to Cluster Development
Promotion
Developing strategies to make the consumer aware of the existence of your product or service (and cluster)
Inform: To help people learn/know about your product and it’s value offering (benefits and characteristics, etc.)
Persuade: By attempting to sway the consumer to buy the product against competitive offerings that are trying to win the time and money of the same customer
Remind: By drawing the attention of customer back to the organisation’s product - due to competitive promotions
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Project Financed by the European Union
Project : Support to Cluster Development
Different Promotional Tools
Guerrilla Marketing Advertising
E-marketing
Sales Promotions
Promotion
Direct Marketing
(Individual Relationship Management)
Personal Selling
Public Relations
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Publicity
Project Financed by the European Union
Project : Support to Cluster Development
Integrated Marketing Communication
With so much focus on promotion, it is essential to integrate all the different activities & create a single coherent consistent message so as not to confuse the customer.
“Integrated Marketing Communications (IMC) is the concept under which a company carefully integrates and coordinates its many promotional channels to deliver a clear, consistent & compelling message about the organisation & its products” (Kotler)
Project Financed by the European Union
Project : Support to Cluster Development
T-Mobile
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
The Promotional Mix
Public Relations Sales Promotion
Advertising
Direct Marketing
Integrated Marketing
Communication
Personal Selling
Guerrilla Marketing
Publicity
E-marketing
Project Financed by the European Union
Project : Support to Cluster Development
Promotional Mix
1. Advertising:
Paid for impersonal mass communication, T.V. & radio commercials, magazine ads, billboards, etc.
2. Sales Promotion:
In-store displays, product promotions / sampling trade shows, etc. Designed to supplement advertising and personal selling.
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Project Financed by the European Union
Project : Support to Cluster Development
Promotional Mix
3. Personal Selling:
The presentation of a product to a prospective customer by a representative (e.g.) car sales, shop assistant,
waitress, consultant
4. Publicity:
Unpaid impersonal mass communications with the added credibility of an editorial source (e.g.) press
release, movie review
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Project Financed by the European Union
Project : Support to Cluster Development
Promotional Mix
5. Public Relations:
Newsletters, annual reports, corporate hospitality events, sponsorship. The managed effort by an organisation to influence the attitudes and opinions of the general public or a specific sector of its stakeholder base (more targeted than publicity).
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Project Financed by the European Union
Project : Support to Cluster Development
Promotional Mix
6. Direct Marketing (IRM):
Personal communications with carefully targeted (High Net Worth) individual customers to obtain an immediate response and cultivate lasting customer relationships – (keep their business)
7. Guerrilla Marketing:
Using non-traditional, unconventional tactics to get your product/service/organisation noticed. Creating awareness through unconventional means.
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Project Financed by the European Union
Project : Support to Cluster Development
Promotional Mix
8. E-marketing:
Electronic commerce is the general term for a buying & selling process that is supported by electronic means. It takes place in electronic marketplaces/ spaces Promotion by e-channels (e.g. social media) in virtual marketplaces
25
Project Financed by the European Union
Project : Support to Cluster Development
Advertising
‘Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor’ (Kotler)
Used by business big & small (including clusters!) as well as non-profit organisations, Governments, professionals & social agencies.
26
Project Financed by the European Union
Project : Support to Cluster Development
The Message
All products/services have 2 characteristics
“Features” What it is/has.
“Benefits”
What it does for the customer.
People buy BENEFITS not FEATURES Advertising should focus on BENEFITS
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Project Financed by the European Union
Project : Support to Cluster Development
Advertising = AIDA
Any advertisement only has a few seconds to have an effect on a prospective customer
Advertisements that work follow AIDA
Attention Interest Desire Action
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Project Financed by the European Union
Project : Support to Cluster Development
Attention – if your advertisement etc. does not attract immediate attention, it is a complete waste of time. Interest – it must get and retain interest. Desire – it must create the desire to buy, or to take things further. Action – it must prompt the desired action to meet your objective – buy, e-mail, phone, write, etc.
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Project Financed by the European Union
Project : Support to Cluster Development
“I’m John Smith from Topper Training, an international company offering Business Skills and Personal Development Skills training. “Unfortunately too many organisations still think of training as a chore, something that detracts from the day to day business of making money. “Did you know that staff development is proven to improve staff retention, motivation and productivity? All factors that add to the bottom line. For that reason training should always be thought of as an investment rather than a cost. So, once you have worked with me you will have happier, more motivated staff, you cut recruitment costs and reduce disruption to your business from staff leaving and you will see increased productivity boosting bottom line. “Our tailor-made programmes are endorsed by The Institute of Leadership and Management and accredited by The Law Society, giving you the peace of mind that any training you undertake with us has already been scrutinised and approved by leading professional bodies.” “If you would like to find out more about how we can help you, why don’t we arrange to meet up for a coffee and a chat?”
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
Advertising Types of Media
Medium Newspaper Magazines TV Social Media Radio Direct Mail Outdoor (billboard) Advantages lower cost high dist. high dist. low cost lower cost low cost high exp Disadvantages not targeted high cost high cost unfocused not targeted not targeted not targeted
Project Financed by the European Union
Project : Support to Cluster Development
What Advertising Can Do 1 2 3 4
Remind the market about the benefits of your product or service Establish and maintain your distinct identity
Encourage existing customers to buy more
Attract new customers
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6
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Slowly build sales to boost your bottom line Promote your business to customers, investors and others
Project Financed by the European Union
Project : Support to Cluster Development
What Advertising Can’t Do 1 2 3 4
Create an instant customer base
Cause an immediate sharp increase in sales
Solve cash-flow or profit problems Substitute for poor or indifferent product quality or customer service Sell useless or unwanted products or services
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Project Financed by the European Union
Project : Support to Cluster Development
Public Relations
Building good relations with the company’s stakeholders by obtaining favourable publicity, building a good ‘corporate image’ and proactively managing any unfavourable rumours, stories & events
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Project Financed by the European Union
Project : Support to Cluster Development
Public Relations Activities
Press Relations:
•creating & placing newsworthy info in the news media to attract attention
Product Publicity:
• publicising specific products
Corporate Social Responsibility:
• building & maintaining national or local community relations
Lobbying:
• dealing with government officials to promote or defeat legislation and regulation
Investor Relations:
• maintaining relationships with shareholders and financial community
Development:
• PR relations with donors or members of non-profit organisations to gain 38 financial or volunteer support Project Financed by the
European Union
Project : Support to Cluster Development
Major PR Tools
Audiovisual Materials:
• • • Films Powerpoint Presentations Documentaries
Corporate Identity Materials:
• • Uniforms, stationery, brochures, business forms, business cards, company cars/ trucks, etc. Again, all controllable, consistent with logos, etc.
Sponsorship:
• • Whether they be commercially-inclined or a public service activity Again very newsworthy & increases awareness
Websites:
•
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‘PR is reshaping the Internet, whilst the Internet is reshaping PR’
Project Financed by the European Union
Project : Support to Cluster Development
Publicity
Publicity
Newspaper or Magazine Articles
News Reports
Website Articles
News: Events and Activities and “Good News” Stories
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Project Financed by the European Union
Project : Support to Cluster Development
Guerrilla Marketing
….More ways of making a very limited budget work for your company/product, these methods are known as ‘Guerrilla Marketing’.
Project Financed by the European Union
Project : Support to Cluster Development
Guerrilla Methods
Stickers
Spray Paint Logos
Pavement Chalking
Guerrilla Marketing Methods
Stenciling
Biodegradable
Tree Postings
Product Giveaways
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Project Financed by the European Union
Project : Support to Cluster Development
Non-Traditional Marketing Methods
Offering Free Demonstrations and Talks
Newsletters (printed and electronic)
Non-Traditional Marketing
Offering Free Consultations
Using SMS Messaging
Generating Mystery and Intrigue
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Project Financed by the European Union
Project : Support to Cluster Development
Principles
Presence – find ways to make yourself known at all times – chat rooms, forums, discussion boards, e-mail, radio, magazines Activity – be aware of opportunities to make your product known at all times and act on them
Energy– continually marketing ‘360 degree marketing’ Networking – always looking to make contacts and develop networks – importance of relationships.
Guerrilla and Non-Traditional Marketing
Smart – don’t offend customers or turn them off.
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
Factors Influencing the Choice of Promotional Method
1. Nature of the Market Geographical Scope (e.g. Lexus in The Economist and FT – prestige media with global spread).
4. Stage of the Product Lifecycle Introduction Growth Maturity Decline
Promotional Method Choice
3. Nature of the Product Value of the product Value of the customer Degree of complexity Levels of customisation
2. Number and Type of Customers Selling steel to General Motors vs. sweets to children.
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Project Financed by the European Union
The Use of E-Marketing and Social Media for Clusters
Project Financed by the European Union
Project : Support to Cluster Development
Why Use E-Marketing and Social Media?
845 Million Active Users Worldwide
233 million in Europe
147 Million Active Users Worldwide 32.9 million in Europe
500 Million Registered Users Worldwide
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Project Financed by the European Union
Project : Support to Cluster Development
E-Marketing and Social Media Options
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Project Financed by the European Union
Project : Support to Cluster Development
Which Ones Do You Use?
Personally?
Organisationally?
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Project Financed by the European Union
Project : Support to Cluster Development
Effective Websites
USERS CONTEXT
WHO?
WHY?
WHAT?
CONTENT
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Project Financed by the European Union
Project : Support to Cluster Development
How To Develop an (More) Effective Website
Useful
Useable
Desirable
Valuable
Findable
Accessible
Credible
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Project Financed by the European Union
Project : Support to Cluster Development
The Website Design Process
Planning Architecture Design and Author Build and Launch
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
What Makes a Website Effective? 1 2
Knowing who your users are and/or want to attract.
Thinking about what your users need from the website (content/information, not beauty or technological tricks). Is easy to navigate – users can find important information quickly and have a great experience with your site.
Is regularly updated with good quality new content of interest to the target group (CMS is important). Ideally has active content (e.g. moving images and video).
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4 5 6
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Is easily found via Google, etc. (Search Engine Optimisation). Can work with a range of web browsers (e.g. IE9, Chrome, Project Financed by the Firefox, Safari, Opera, etc.) European Union
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Project : Support to Cluster Development
Use Pictures and Video
Build an Active Wall
• • • Encourage people to like your page (friends, family, etc.). Post interesting and useful content from various sources, regularly. Monitor and participate in the comments on your wall.
•
•
•
Show the products and services delivered by the cluster. Show the members and their teams (actively working in their businesses). Get images from customers using the (cluster) products and services.
Highlight Events
• • Discuss/show events you are holding or plan to attend. Highlight any sponsorships you may be undertaking.
Call to Action
• • Include product information (if appropriate). Enable people to redirect to your e-commerce site to buy products (if appropriate).
Project Financed by the European Union
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Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
• “Micro-blogging” site. • 140 characters • Can follow others and aim to get followers.
Content for followers: • Need • High Value • Missing
“Follow” strategically and selectively.
Always acknowledge or thank those who: • Answer you directly • Retweet you • Tweet about you
If your organisation tweets then you can put a “Follow Us on Twitter” link on your website and you can use a widget to feed your Tweets.
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
Primarily professional orientation with a global reach (Facebook and Twitter are blocked in China). Join groups and eventually create a group of your own.
Can raise awareness of your organisation both as an individual and can build company pages.
Individual staff of the (cluster) organisation should be encouraged to create their own profiles.
The Slideshare application can be used to upload a presentation on your organisation.
Status updates can be used effectively to generate interest (but don’t feed in Twitter) and FOLLOWERS.
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
Emerging Social Media to Watch
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Project Financed by the European Union
Project : Support to Cluster Development
Definition of Blogs
Blogs - an abbreviation of 'weblogs' - web sites which contain dated entries in reverse chronological order (most recent first) about a particular topic. Functioning as an online newsletter, blogs can be written by one person or a group of contributors. Entries contain commentary and links to other Web sites, and images. A search facility may also be included. A blog with video clip entries instead of text is a "video Weblog" .
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Project Financed by the European Union
Project : Support to Cluster Development
Effective (Business) Blogging 1 2 3
Blogging is best done as part of the organisation’s site (not through Blogger and Wordpress). Make sure that your blog has focus in terms of target users and topics. Post on a regular and consistent basis and keep content consistent with the core business (of the cluster). Blogs should be easy to navigate and load up fast (keep Flash out of it). Avoid cluttering up the blog with buttons, adverts, etc. Let users know about the writer(s) but don’t go too personal in your posts. Let users know about what the cluster (business) has to offer in terms of products and services. Project Financed by the
European Union
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5 6
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Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
Summary
1 2 3 4 5 6
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E-marketing is an essential part of reaching people and raising awareness.
Social networking is a useful additional tool for reaching people but it needs to be planned and done well. Undertake e-marketing incrementally. Content should always seek to be useful and focused on the interest and needs of your target groups and regular. Social networking is a relatively low cost method of getting your brand out there. It is relatively easy to integrate websites, blogs, Facebook, Twitter, YouTube and Vimeo.
Project Financed by the European Union
Project : Support to Cluster Development
Challenges to E-Commerce and Marketing.
Chaos and Clutter:
•Volume of websites, pop-ups, advertisements & information. •Very low tolerance for slow/ awkward websites.
Security:
• • Snoopers, eavesdroppers, espionage, sabotage, theft of personal data. Spyware, adware, malware – viruses.
Ethical Concerns:
• • Privacy, information abuse (data-mining). Spyware, adware, malware – viruses.
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Project Financed by the European Union
Branding
Project Financed by the European Union
Project : Support to Cluster Development
Branding
“Is a marketing management process that seeks to create, cultivate and associate a product or corporate identity (name, term, sign, symbol, design) with a consistent set of ‘personality’ traits and characteristics (thoughts, feelings, perceptions, attitudes, values, beliefs) in the minds of stakeholders (consumers, customers, staff, partners, investors etc.)”
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Project Financed by the European Union
Project : Support to Cluster Development
Branding is not new!
The word "brand" is derived from the Old Norse brandr meaning "to burn."
It refers to the practice of producers burning their mark (or brand) onto their products…
The Italians were among the first to use brands, in the form of watermarks on paper in the 1200s
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Project Financed by the European Union
Project : Support to Cluster Development
What is a brand?
A brand is more than a visual sign (e.g. a logo). Brands make statements about attitudes.
The label / symbol is the visual sign that enable customers to recognize a certain level of quality / features / value and price (the promise).
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Project Financed by the European Union
Project : Support to Cluster Development
Brand Types
“Word” brand: “Symbol” brand:
Word-symbol brand::
Logos with distinctive pictures/symbols are more easily remembered Logo in combination with slogan has stronger impact
Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
Project : Support to Cluster Development
Brand Building
5 stages in brand building process. Provides a holistic view of the brand lifecycle from conception to achieving ultimate brand loyalty. Some brands fare better than others at certain stages.
Some brands never mature seemingly stuck in the equivalent of adolescence or early adulthood.
Solution? - professional brand management!!
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Project Financed by the European Union
Project : Support to Cluster Development
The Five Stages of Building a Brand
1 2 3 4
The brand definition
The awareness experience
The buying experience
The using and service experience
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The membership experience
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Project Financed by the European Union
Project : Support to Cluster Development
The Brand Definition
Brand Definition
Who?
The primary target customers for the project or service.
What?
The offering of capabilities or features.
Why?
The BENEFITS the brand provides to its customers.
How?
The approach utilised for delivering the promise.
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Project Financed by the European Union
Project : Support to Cluster Development
Summary
1 2 3 4
Brands are central to (business) strategy Brand building is a component of overall marketing strategy and brand values should be clearly aligned with the values of the company/organisation. Basic products are easily copied. Skilful branding differentiates - based on added values that cannot be so easily copied. Strong brands create high barriers to entry. They are often premium priced & achieve high market share. They live longer than products and offer the firm avenues for new growth. Creating strong brands requires long-term thinking, planning, investment and management.
Project Financed by the European Union
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6
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Project : Support to Cluster Development
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Project Financed by the European Union
Marketing Implementation Strategy
Project Financed by the European Union
Project : Support to Cluster Development
Promotional Strategy Audit Key Questions
• What are you promoting? • Who are you targeting? • What is the message you wish your customer to hear? • Where are you most likely to find these customers? • What is the best means of accessing them? • • How do you currently communicate with your customers? Methods? messages? • How effective are these activities? • How do you know? • What else could you do?
Project Financed by the European Union
Project : Support to Cluster Development
Different Types of Marketing Innovation
Radical Incremental
A new product, service, or technology, that completely replaces an existing one- often redefines the competitive marketplace
A new product, service, or technology that modifies an existing one
A change in appearance or performance of products or services or the physical processes through which a product or service passes
Technical
Management /Organisation
A change in the management processes in an organisation A change in the physical characteristics of a product or service or the creation of a new one A change in the way a product or service is manufactured, created, or distributed
Project Financed by the European Union
Product Process
Project : Support to Cluster Development
The impact of innovation has many manifestations – not just technical
Improved supplier relationships Improved management processes
Creation of new markets
Extension of product range Improved manpower productivity
Improved decisions systems and processes
New raw materials - substitution Reduced environmental damage
Reduced energy consumption
Certification or regulatory compliance
Project Financed by the European Union
Project : Support to Cluster Development
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Project Financed by the European Union
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