1 MKTG5605: Digital Brand Management March 29, 2017Channel Activation MKTG5605: Digital Brand Management March 29, 2017
2 Discuss (15 minutes) From reading How to create brand activation that fosters engagement, what are some of the key takeaways? What is engagement anyways? Regarding Coke and Starbucks, as you compared the Facebook pages of each company, What kind of message is posted by each? What types of message are posted by “fans”? and What is the overall nature of the discussion? What are one or two key points you took away from each assigned reading? What are one or two summary points you learned from the set of readings of the session? If you were facilitating today’s discussion, what question would you ask your fellow classmates?
3 When a product is first manufactured it is unknown to general publicWhen a product is first manufactured it is unknown to general public. So how does a product become trustworthy and admired? By activating the brand’s value and created catchy messages to market that product.
4 Brand Activation Brand Activation is any campaign, event, or experience that enables your brand to engage directly with consumers and build a loyal brand community around your product or service. When a product is first manufactured it is unknown to general public. So how does a product become trustworthy and admired? By activating the brand’s value and created catchy messages to market that product.
5 Brand Activation Activations, often inclusive and interactive, ignite the fire that will light the way for people to find your product and align with your purpose. It is the process of making a brand well known and loved by customers. When a product is first manufactured it is unknown to general public. So how does a product become trustworthy and admired? By activating the brand’s value and created catchy messages to market that product.
6 Building Brand ActivationDecide what action you want your consumers to take. Determine how you will know your audiences actually care. Make a plan to activate your brand. Consider how you will embrace your brand attributes Identify ways to leverage your activation for promotion opportunities. Determine ways to extend the brand activation.
7 Connecting Your Audience With Your ContentBrand Idea Established what you do and the problem your solving Brand Content and Creative What are we showing them? Challenges with agency model as they are not embedded with brands Don’t completely understand business objectives Lack of consistency between agencies Only as good as your agency team - Turnover Consumer Interaction When and Where will the consumer interact with our brand?
8 The Old Customer Journey
9 The New Customer Journey
10 Target Audience vs. Audience SegmentsTailor your plan by breaking down your audience into segments Soccer Mom Expectant Mom Lapsed Mom Hispanic Mom Working Mom
11 Five forms of media Paid Owned Earned Media Type Definition ExamplesYou company pays for media space TV commercials magazine & other print ads, billboards, web banners, search-engine marketing Owned Your company uses or creates its own new channels to advertise Catalogs, web sites, FB fan pages, , customer databases…. Earned Consumers create media and/or share media your company created Search placement, consumer ratings & reviews, rankings… “Sold” and ”Hijacked” Media challenge the traditional strategies EARNED= generated when the quality or uniqueness of a company’s products and content compel consumers to promote the company at no cost to itself through external or their own media. Starbucks is a great example.
12 Five forms of media Sold Hijacked Media Type Definition ExamplesYour company invites other marketers to place their content on its owned media E-commerce retailer selling ad space on its Web site, consumer marketer creating an online community & selling ads Hijacked Your company’s asset or campaign in taken hostage by those who oppose it Consumers rallying opposition to a comp. on FB, consumers creating their own neg. version of ads “Sold” and ”Hijacked” Media challenge the traditional strategies SOLD= J&J (creating BabyCenter) whereby it’s a stand-alone media property that promotes complementary and even competitive products. Hijacked= Members of social networks are learning that they can hijack media to apply pressure on the business that originally created them. Nestle (whose FB page was hijacked) to Domino’s Pizza (a prank online video of two employees contaminating sandwiches appeared on YouTube)
13 Choosing Your Channels
14 Choosing Your ChannelsFrequency of Use Why Do They Use it? Search Daily / Weekly/ As Needed / Never Information Facebook Connecting / News Twitter News / Entertainment YouTube Learning / Entertainment Instagram Entertainment
15 Channels Depend on Actions You WantExplore Buy Use Excite Inform Encourage Convince Convert Persuade Activate Remind Support
16 Targeting the Right Moments
17 Defining Your Target AudienceDemographics Are they male / female? What is their age range? Psychographics How do they live? What hobbies do they have? Challenges with agency model as they are not embedded with brands Don’t completely understand business objectives Lack of consistency between agencies Only as good as your agency team - Turnover Values & Communication What is important in their lives? How do they connect with others? How do they get information? Location Where are they located? Are there areas where they are more concentrated? Problems What are the issues they face? What problem can we help them solve?
18 What Channel is Right? Key takeaway: Finding the right demographic by channel
19 Gillette – Matching Content with MomentsLaunched “How to Shave” series of videos Built content around keyword searches Created frequently updated micro-moment “How to’s”
20 Burt’s Bees – Matching Content with MomentsBurt’s Bees targeted females aged on Instagram for new “lip crayon” line Targeted to beauty and fashion interest groups 5 point lift in product awareness against control and 16 point lift in ad recall against control
21 Stride Gum – Matching Content with MomentsUsed promoted videos and targeted creative with paid Twitter targeted to: TV conversation Interests @Username Device Keyword targeting
22 Matching Channel to Audience: ExploreHeineken Light “What Would NPH Drink?” integrated Facebook campaign Ads Video Desktop and Mobile News Feeds
23 Matching Channel to Audience: ExploreCIL “Paint Chip Colors for Men” campaign Used Facebook app to encourage naming paint colors with “manly” names (e.g. “Beer foam, “Razor burn,” “Hockey puck”)
24 Matching Channel to Audience: ExploreNespresso USA needed to raise its profile in US Leveraged search and display data for research Integrated Twitter campaign including: Promoted Accounts Targeted Promoted Tweets Twitter Product Cards Click-to-call activations Vine
25 Best Practices Avoid splitting small budgets across all channelsFocus on key area or two to deliver on brand objectives Match channel to target customer or target moment Think upper funnel vs. purchase intent Match channels to target Target Right message, person, time Test, measure, and learn Be clear about success measures with agency partners Evaluate effectiveness
26 Case Study: COKE Through 2010, Coca-Cola and Starbucks were neck-and-neck for the title of largest brand fan page on Facebook. Is the race of any real significance to the health of either brand? In 2011, Coca-Cola and Starbucks each have about 20 million Facebook fans, but they got there by following very different strategies. Is Donnelly on the right path when he declines to use discounts and coupons to attract fans? What is your advice to Donnelly as he seeks global scare but local relevance for Coke's Facebook presence? Read "The Power of Like" and decide what is says about the value of a Facebook fan. Does that influence your attitude toward Donnelly's strategy? Why do people become fans of a company on FB? Have you ”liked” anything? WHY? Fans are globally dispersed. -Direct dialogues with Customer. -Platform for conducting market research; list and observe real customers talking amongst themselves -Branding at minimal cost to company. -Direct marketing at a much lower cost per acquisition than traditional direct mail or marketing programs. -Opportunity to glean product ideas or marketing suggestions from the crowd -Coke is consumed in a social setting, therefore it makes sense to extend its marketing to a more social experience and there is a great deal of value in that
27 Coke Facebook Page comes to lifehttps://www.facebook.com/Coca-Cola/videos/ /
28 For Next Class (April 12):Meet Up… April 2 Meet Up … Andrea Stokes (Marriott International) Read…. How to Pick the Right Distribution Channels Case: BrandClout Looking ahead . . . April 17 Meet Up … Marc Macellaio (Fuel Cycle) Case Analysis: BrandClout As you prep for the next Learnathon (April 12), ,,,, Guest Lecturer: Andrea Stokes Please do your homework on Marriott International. (Who? What? Their Messaging? What does the brand stand for? How are they using SM and other digital platforms? How they use Guest Reviews to manage the brand?) Come prepared to ask Andrea questions during the April 2 Meet Up.
29 T.hanks!