Integrating the Brand

Into Supporting Marketing Programs

Supporting marketing mix should be designed to enhance
awareness and establish desired brand image.

• Product Strategy • Communication

• Deliver tangible and Strategy
intangible benefits
• Add value through • Mix & match communication
customer information options

• Pricing Strategy • Channel Strategy

• Understand perceptions • Blend channel “push” with
of value consumer “pull”
• Balance price, cost, & • Develop & brand direct
quality marketing options
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 Personalizing Marketing

• Relationship Marketing – provide more

holistic, personalized brand experiences to create
stronger consumer ties
– Mass customization
– CRM
– After-marketing & loyalty programs
• Examples
– Experiential Marketing
– Permission Marketing
– One-to-One Marketing
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 Experiential Marketing

• Employ multiple touch points & multiple

senses
• Often involves special events, contests,
promotions, sampling, on-line activities,
etc.
• Combine brand education &
entertainment
• Distinctive and relevant

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 Permission Marketing
(Seth Godin)

• Permission marketing “encourages consumers to

participate in a long-term interactive marketing campaign
in which they are rewarded in some way for paying
attention to increasingly relevant messages.”
– Anticipated
– Personal
– Relevant
• Permission marketing can be contrasted to interruption
marketing

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 5 Steps in Permission Marketing

• Must offer overt, obvious, and clearly delivered

incentive to prospect to volunteer
• Must offer a curriculum over time, teaching the
consumer about the product or service
• Must reinforce the incentive over time
• Must increase the level of permission the
marketer receives from the customer
• Must leverage permission to generate profits

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 10 Questions to Evaluate
Permission Marketing Program
• What’s the bait?
• What does an incremental permission cost?
• How deep is the permission that so granted?
• How much does incremental frequency cost?
• What’s the active response rate to communications?
• What are the issues regarding compression?
• Is the company treating the permission as an asset?
• How is the permission being leveraged?
• How is the permission level being increased?
• What is the expected lifetime of one permission?
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 One-to-One Marketing:
Competitive Rationale
• Consumers help to add value by providing
information
• Firm adds value by generating rewarding
experiences with consumers
– Creates switching costs for consumers
– Reduces transaction costs for consumers
– Maximizes utility for consumers

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 One-to-One Marketing:
Consumer Differentiation
• Treat different consumers differently
– Different needs
– Different values to firm
• current
• future (life-time value)
• Devote more marketing effort on most
valuable consumers (and customers)

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 One-to-One Marketing:
Five Key Steps
• Identify consumers, individually and
addressably
• Differentiate them, by value and needs
• Interact with them more cost-efficiently
and effectively
• Customize some aspect of the firm’s
behavior
• Brand the relationship
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 Buzz Marketing
(Emanuel Rosen)
• Keep it simple – Simple messages spread across social networks
more easily.
• Tell us what’s new – The message must be relevant and
newsworthy for people to want to tell others about it.
• Don’t make claims you can’t support – Making false claims will
kill buzz or, worse, lead to negative buzz.
• Ask your customers to articulate what’s special about your
product or service – If customers can explain why they like the
product or service, they can then communicate this to others.
• Start measuring buzz – This can help determine which strategies
generate the most buzz.
• Listen to the buzz – Monitoring consumer reaction can yield
insights such as how to improve the product or service.

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 Personalizing Marketing
• All of these approaches are a means to create deeper,
richer, and more favorable brand associations
• Relationship marketing has become a powerful brand-
building force
– can slip through consumer radar
– may creatively create unique associations
– may reinforce brand imagery and feelings
• Nevertheless, there is still a need for the control and
predictability of traditional marketing activities
• Models of brand equity can help to provide direction and
focus to the marketing programs

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