“Consumer Marketing &

Brand Development”

Fahlgren Advertising
 Ideas for Today

• Discuss ideas to help enhance the

effectiveness of your marketing plans
• Provide a context for how the Ohio
brand works with your brands
• Share some new ways of thinking about
marketing brands
• Please ask questions
 Brands

• Part art, and part science, a brand is

intangible, visceral, emotional, personal,
cultural - and very hard to build. It's the
difference between a bottle of soda and
a bottle of Coke.
• Brands help people define their own
identity.
 Why Brands?

• Nike = $150 tennis shoes

• Starbuck’s = $3 cup of coffee
• Versace = $3,000 rayon dress
• Porsche = $98,000 car
• Tylenol = $6 bottle of acetaminophen

Successful brands are worth more.

The Cocktail Party Test

• What do you say when you enter the room

– And nobody knows you, and you know no one
– “$20 today only!” or…
– “Hi. I’m Chris. I help people get away from it all at our
countryside bed and breakfast.”
• And next – Listen and share accordingly
– “We’ve had many visitors from your area, and they’re
wonderful guests.”
– Help them remember you and introduce you to their friends.
• Think in dialogues rather than monologues
– Listen as much as you talk
 When is a banana
not a banana?

• A historic “experiential” event

– 1951, New Orleans, Brennan’s – Chef Paul Blange
• The recipe
– An arrangement of golden bananas nestled in an amber sauce
– A room warmed by candlelight, filled with the tantalizing aroma of
caramelized sugar mingling with cinnamon
– Placing the dish on a tableside burner, the chef bathed the fruit in
rum, tipped the pan slightly forward
– The creation bursts into flames
– Amid sounds of delight, he spooned the sizzling concoction over
vanilla ice cream and watched as guests savored their first tastes
Building Experiential Brands:
10 Rules

1. Experiences don't just happen; they need to be planned

• Be creative; use surprise, intrigue and, at times, provocation. Shake things
up
2. Think about the customer experience first
• And then about the functional features and benefits of your brand
3. Be obsessive about the details of the experience
• Traditional satisfaction models are missing the sensory, gut-feel, brain
blasting, all-body, all-feeling, all-mind experiences
4. Find the "duck" for your brand
• The Conrad Hotel in Hong Kong places a bright yellow rubber duck with a
red mouth on the rim of the bathtub
• It’s the one thing that people always remember when they think about the
hotel -- and it becomes the starting point of remembering the entire hotel
experience
• Every brand needs a little element that triggers, frames, summarizes,
stylizes the brand experience
Experiential Marketing, by Bernd H. Schmitt
Building Experiential Brands:
10 Rules

5. Think consumption situation, not product

• “Grooming in the bathroom," not "razor“
• "Casual meal," not "hot dog“
• "Travel," not "transportation"
6. Strive for “holistic experiences”
• That dazzle the senses, appeal to the heart, challenge the intellect, are
relevant to people's lifestyles
7. Evaluate experiential impact with an Experiential Matrix
• Profile different types of experiences (SENSE, FEEL, THINK, ACT, and
RELATE) across experience providers (logos, ads, packaging, advertising,
web sites, etc.)

Experiential Marketing, by Bernd H. Schmitt

 Brand Experience Matrix

Reward Ordinary Extraordinary Priceless

Neutral Has Little or No Impact

Sacrifice Acceptable Unacceptable Intolerable

Experiential Marketing, by Bernd H. Schmitt

Building Experiential Brands:
10 Rules

8. Use research eclectically, but use research

• Quantitative (questionnaire analyses); others qualitative (a day in the life of
the customer) or verbal (focus group)
• Visual (digital camera techniques).
• Try artificial settings or in pubs or cafes.
• Anything goes! Explore and creative, and worry about reliability, validity and
methodological sophistication later
9. Consider how the experiences changes
• Seasonality, in different economic climates, with different life-stages
• When extending the brand into new categories, onto the web, around the
globe. Ask yourself how the brand can be leveraged in a new category, in an
electronic medium, in a different culture through experiential strategies
10. Add dynamism to your company and brand
• Don’t be timid, too slow, and too bureaucratic. Become know for being
ecstatic, the passionate, the creative. Let this spirit breathe in your
organization, and watch how things change

Experiential Marketing, by Bernd H. Schmitt

 Tell Yourselves:
Start Internally

- "Internal Branding" turns employees into walking,

talking brand representative. Every employee should
be a dynamic brand representative
- Watch the little things. Every time you answer the
phone, send a confirmation, or pay a bill, you are
"marketing" your business. Make sure you reinforce
your brand at every turn
The Fall of Advertising
and the Rise of PR

• PR = Please Run
• PR = Positive Results
• PR = Positive Reinforcement
• PR = Proactive Reminder
• PR = Please Read
• PR = Public Remembers
 Print Ads:
The 60/30/10 Rule

• 60% of readers
– It must work like an outdoor board – they’ll
see a headline, key visual and logo
• 30%
– Will read a bit of copy very quickly
• 10%
– will read most of the copy
Reach is only important when you
are reaching the important.

• Focus, focus, focus

– Pick the strongest medium to reach your target, and go deep
enough to make a difference
– Care more about doing what’s right for your brand than
worrying about what competitors are doing
– Only current and potential customers can help increase
sales – keep in mind where they listen, read and look
– Inter-office or family-based focus groups are only insightful if
they’re at the heart of your target audience
– Distinguish between likely prospects and mass reach
– Stay the course long enough to fairly assess your progress
What’s your Brand Driver?

• What do consumers call your brand?

– Miller Lite – “Give me a Lite.”
– Corvette – “I drive a Vette.”
– Ohio Tourism – “We’re going to Ohio.”
– Ohio State University – “I went to OSU.”
• Help them help themselves by reinforcing a
‘brand driver’ whenever they think of you
 Make it easy…

• For the audience to buy, or at least find

their way back to you if they’re not
ready yet
– It’s not the size of the phone number or
URL, but the ease by which they can use it
• Memorable
 Adoption Continuum

What it is. What it does. Where it fits. What it means to me.

Awareness Interest Consideration Trial Loyalty

Media Vehicles Media Vehicles Media Vehicles Media Vehicles Media Vehicles
Brand Responsibilities

• Be likeable
• Be consistent
• Be responsive
• Be proactive
• Be truthful
• Be likeable
Get-Away Considerations

• Society has pushed up the perceived value of time – the

challenge
– So people seek ever more productive uses of their personal time
– Favoring goal-oriented errands, tasks, and career-related activities
versus old-fashioned loafing in the hammock
• Steadily rising value of time is reflected in the behavior of
parceling out leisure activity in small chunks
– This is reflected in the popularity of long weekends versus extended
vacations
– Visiting a Day Spa, for example, as a bite-size relaxation
experiences
– Educational or purposeful vacations
– Engaging in a short, intense period of exercise at a gym rather than
spending a lot of time on a workout
Source: Godbey and Robinson
Get-Away Considerations

• There is an increasing perception of time poverty

– Reflecting the need to reap more benefit out of each free
time hour
– Expanding expectations for time, as well as the use of free
time for tasks rather than pure leisure

Source: Godbey and Robinson

 Ohio & Your Brand

• Try to make sure that your communications are drawing on the

power of the Ohio brand. The key attributes that visitors come to
Ohio for:
– Fun, exciting, revitalizing
– Good for couples/adults – passion
– Adventure, exploration, discovery, learning
– Welcoming, good for families – togetherness, love
• Try to center your communications around these elements by
using:
– Photography depicting exciting experiences, active scenes, or
adventure
– Messages emphasizing how good the visitor will feel as a result of a
Ohio vacation
– The overall quality and reliability of the get-away experiences in Ohio
 Ohio & Your Brand

• The Ohio brand is not a logo, set of official colors, or

a "look and feel" on advertising or a website
– Brands exists solely in the mind of consumers and it
encompasses their overall perceptions and attitudes of Ohio
– Your goal should be to make sure that your marketing efforts
are leveraging these highly desirable Ohio brand attributes
 Last Thoughts

• Anticipate increased fragmentation and

customization
• Be a global brand with a local story
• Consider how you can affect the consumer’s
experience at every egress, aggress
• Create additional ways to establish long-term
relationships with customers
• Any questions?