adv 378 homeruns&disasters feb.4.16

8/17/2019 ADV 378 Homeruns&Disasters Feb.4.16

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Approaches to Marketing PlanningFebruary 4, 2016


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Today’s Agenda

le!ents o" a success"ul !arketing plan

#onsu!er case studies

$2$ case study

Marketing in the %elationship ra

&rap up ' e(it poll


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Marketing Plan le!ents

1) *dentity

2) +ituation Analysis

) -b.ecti/es

4) Marketing +trategies

) Pro!otional Tactics

6) *n"rastructure) $udget

) Measure!ent


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1) *dentity

3ision

Mission

$randstandards

*nternal 'e(ternal!atch


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2) +ituation Analysis

*nternal %e/enue, pro"it ' loss, "inancing ' assets

%esources, sta""ing, supply chain, %'

$rand e5uity (ternal cono!y ' industry

#usto!ers ' !arkets #o!petitors ' share

*nno/ation ' obsolescence


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) -b.ecti/es

$usiness %e/enue, Pro"itability '

+hare 3alue

ro7th ' Market +hare

+ales

Marketing

$rand A7areness Tra""ic

8eads


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4) Marketing +trategies

Product 9ey o""erings : "eatures ' bene"its

Positioning

Pricing ' ;+P Pro!otion

Target seg!ents ' seasonality

#ore !essaging

#hannels ' !edia !i(

Place istribution


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) Pro!otional Tactics

(ternal #ontent production

Media plan


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6) *n"rastructure

Processes %'> Product de/elop!ent ' re"ine!ent +ales> lead nurturing ' #%M

8egal> industry standards ' regulations

Technology e#o!!erce, !arketing auto!ation, $ !anage!ent

People

+kills, gaps ' leadership de/elop!ent


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) $udget


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Today Apple Computers is one of the largest

and most well-recognized corporations in theworld, but it wasn’t always this way.


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IntroductionIntroduction

Apple has tested out many different advertisingand branding techniues over the years, some of

which have failed, but others have been e!tremelysuccessful and have helped create the iconic,

cutting edge brand we recognize today.


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IntroductionIntroduction

Apple differentiates themselves from other brandsby offering something that their competition doesnot"


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In a world filled withads from consumer

electronics companiesli#e $o#ia, %ony and

&lac#berry"

… an Apple ad will stand out for having little to nocopy, a simple backdrop, a short and simple slogan, hip

music from a band whose song will likely be #1 on

iTunes the next day and the famous Apple logo at the

&rand Identity&rand Identity


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&rand Identity&rand Identity

' The %ubtle Artof &eing Cool


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““1984” (1984)1984” (1984)

This critically acclaimed +uper $o7l co!!ercial "ro!

T$&A?#hiat?ay 7as based o"" eorge -r7ell’s no/el Nineteen

Eighty-Four.

aving humanity

from conformity,dystopian future!"$ vs Apple%

A key moment forApple, 1&'(

became one ofthe most popularT) commercialsin history.


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““Lemmings” (1985)Lemmings” (1985)

The ad that almost killed Apple.

+uper $o7l "ollo7 up to @14B) *t 7as such a "lop that Appleconsidered running a public apology "or it)

*an pre+ad warning

"f you go to thebathroom during the

fourth -uarter youllbe sorry./Apple tried to go

after business users

which they showed asbeing mindless

drones, but theyconse-uently insultedtheir key audience.


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)**+’s iac)**+’s iac

i$ac

0hic. ot 2eek./

Think 3ifferent/

The i$ac started a trend in the computer

industry similar to what 2eneral $otors didin the 1&45s 6 when all cars were black

and in some danger of eventually becoming

undifferentiated commodities. 2$ began to

produce them in color and introduced

elements of style. This creates brand

distinctiveness, added value and

period obsolescence !style change%.


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i$ac

0hic. ot 2eek./

Think 3ifferent/

Campaign introduced Apple’s new emphasis on

design and aesthetics

The product is the hero, displayedas the only living being in an

otherwise featureless white

The technical aspects areignored in favor of the

styling.

2ained a comparative advantage in thepersonal computers field by

portraying their products as cool,innovative, fun and well


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i$ac

0hic. ot 2eek./

Think 3ifferent/

0ritically acclaimed campaign by

T7A80hiat83ay that mar#s Apple’s re-emergence as a technical giant.

The ads feature a number of famous people and the devices themselves

disappear from the ads in favor ofor eous hoto ra h .

"ronically, Apple had tolose its products in order

to gain its identity.


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''iod %ilhouette( /0++12iod %ilhouette( /0++12The $aga9ine :ublishers of America awarded T7A80hiat83ay

the $100,000 Grand Prize Kelly ward for its Apple i:od;ilhouette campaign that shows simplistic, dark

silhouettes dancing with i:ods against brightly colored

backgrounds.

"t demonstrated

that you dont have

to spend a lot of

time talking about

features to get

people to make a

human connection

with your product.


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''ac vs C( /0++32ac vs C( /0++32

2et A $ac 0ampaign> attle between actors ?ohn @odgman !:0%and ?ustin ong !$ac% that successfully lasted B years

until 455&.

%imple 4 emorable

0reated a solidand clearly

defined brandidentity> a

simple and easy

approach to theissues that

many :0 usershave been facedwith over the

years.

The $accharacter lendsto the Applebrand/ of

being userfriendly,easy!goingandinnovative.


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''9ou, e and the9ou, e and the&ourgeoisie( /0++:2&ourgeoisie( /0++:2

implistic,all+whitebackground

so thei:hone isthe onlyfocus.

@ow+To/

Advertising

"irst of the iconic i:hone ads.


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''%iri and ;ooey%iri and ;ooey(( /0+))2/0+))2

0onsumers love Apples ;elitist celebrityiri ads.

Although iri

itself is

primarily viewed

as a flop, Apples

iri campaign

featuring amuel

. ?ackson and

Eooey 3eschanel

roved to be

The ads scored

FGB and F(G on

Ace $etricsH

scale !$s.

3eschanel

scored even

higher%

compared with

' (


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ihone < /0+)02ihone < /0+)02

This B5+second short advertisement simply focuses onspecific aspects of why the new device !which doesntlook terribly different from the two generations ofi:hone before it% is indeed better than what youve

seen from Apple before.

'Thumb(

highlights the

increased screen

si9e, using anappendage as an

appropriate

yardstick to

gauge its

The campaign was

clearly a success

because the i:honeG reached record

sales, of most

i:hones ever sold

in opening weekend.


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oment of %ilence /0+)02oment of %ilence /0+)02

7hat can be said to honor someone whose foresight

I innovation transformed the way we communicateJ:erhaps it is best to say nothing.

2oal> channel peoples passionfor Apple toward helping fightthe cancer that took teve

?obs life

:urchase ' secondsof silence oniTunes to

commemorate ?obs 6funds going to

pancreatic cancerresearch

)iral sharing wasthe main channel of

distribution

2eneratedsignificantcoverage and

raised millionsfor research


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%ecent Apple Fu!bles C$endgate


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%ecent Apple Fu!bles iPhone 6 Free ;2 Albu!


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A!aDon Fu!bles

Fire Phone


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A!aDon Fu!bles CPri!eay


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lectronic ata +yste!s

8egacy *T ser/ices leader 7ith $2$ 8agging sales in late 10s ;pdated !ission to re"lect

i!portance o" e!ployees to brand 8aunched @#at EerdersB in 1 M T3, print, *nternet ' #-MG $y 2000, sales hit a ne7 5uarterly

high


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Marketing in the%elationship ra


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/olution o" Marketing

Product ra> 10sH160s (tolling o" product attributes real or i!agined

8ucky +trike, $rylcree!, $lue $onnet

#onsu!er ra> 10sH2010 Focus shi"ted to appealing to hearts ' !inds

o" consu!ers

Master#ard @PricelessB, Iike @Just o *tB


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#onsu!er 3igilantes

More than hal" o" A!ericans report beingunhappy 7ith the 7ay businesses treat the!

Po7ered by s7ell o" corporate distrust

;sing social !edia to band together tode!and change, increase accountability #o!cast #able

;nited Airlines

http://www.youtube.com/watch?v=v0PzNqXQMqkhttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=5YGc4zOqozohttp://www.youtube.com/watch?v=v0PzNqXQMqk


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#hanging Media 8andscape

Frag!entation threatensreach o" !ass !edia

+ocial !edia is the "irst

to allo7 !asscon/ersation as 7ell asoneHtoHone

reater transparency

#onsu!ers no7 ha/e!uch greater po7er


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Paid K arned K -7ned


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The Ie7 4 P’s o" %elationshipMarketing

Personal Participatory

Physical Plausible


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P;%P-+


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ar"ield ' 8e/y


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#an’t $uy Me 8ike-b.ecti/es

+uccess or "ailure depends on 7ho you are

9ey to building ' !aintaining relationships>honesty ' shared /alues

#usto!er retention is econo!icallyad/antageous

Focus on 7hat people are saying rather than

7here and ho7 Pro"it is a byproduct o" pleasing people


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Marketing in the %elationship ra

+trategies $e genuine ' transparent

-""er so!ething o" /alue

Make people "eel so!ething

o so!ething une(pected

!brace all social net7orks

Measure ' opti!iDe


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%ecent #ase +tudies in

%elationship Marketing


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-ld +pice The Man Lour Man #ould +!ell 8ike

8aunched on LouTube, e(panded to otherchannels and !essages

-/er 2M /ie7s to date, higher engage!entthan -ba!a’s /ictory speech

-ld +pice $ody7ash sales are up 2

http://www.youtube.com/watch?v=owGykVbfgUEhttp://www.youtube.com/watch?v=owGykVbfgUE


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+ecret @Mean +tinksB

F$ ca!paign> encouraged teens to discussbullying

enerated o/er 1)M shares to date

*ncreased sales by 20, share by

e!onstrates po7er o" engage!ent /s)/ie7ership


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$lendtec

&ill *t $lendN series

+pent 1,000 on /ideos, ran only on LouTube

&ebsite recei/ed 120MO /isitors the !onththe /ideos launched

%esulted in sales increase O00


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9rispy 9re!e

+hare price drop > 44 in 200 to 1)1 in 200

%econnected 7ith 99 central purpose> JOY ;sed T7itter and F$ to engage "ans, in/ite the!

to share .oy by posting photos

Io7 )1M "ans on F$, 9 T7itter "ollo7ers

99 no7 up to 14)24


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o/e /olution

Aging brand looking to reposition itsel" 7ith

younger audiences Eighlights ho7 our perception o" beauty is

distorted

-/er 1M /ie7s on LouTube, 200MO 7orth o"e(posure "or o/e


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#hrysler


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A!erican Airlines

# l b $ i


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#eleb $outi5ue

9it h Aid


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9itchenAid


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9ryptonite


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For Ie(t &eek

Post a 20 7ord co!!entary in your #an/asdiscussion group


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(it Poll

&hat 7as your "a/orite part o" class todayN

$e sure to check your Top Eat grade book

score prior to lea/ing class to ensure yourattendance and participation "or today 7ererecorded)

+ee you ne(t 7eek

adv 378 homeruns&disasters feb.4.16

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