discuss can you think of an immersive brand experiences?

discuss

Can you think of an immersive brand experiences?

Miller’s Man Laws

• A ridiculous invention but one that obeys the branding law of the 21st century.

Extend Marketing Space

• Healthy Choice has used its online games to drive people to supermarkets to actually buy its products, by offering the chance for customers to print "mystery coupons"

• A Hanes sweepstakes promoted the apparel company's new "tagless" t-shirt by using a tag as the virtual game piece: "Lifting" it with the mouse revealed the visitor's prize.

turning a digital brand physical

In the 21st century, this is what your job is all about:

• Find ways to make your brand more experiential and hence more memorable!– careful spatial planning– live, real-time, event-based nature of the brand interaction

• Shift consumers’ perception and practice of what constitutes a marketing ‘space’.– Immersion marketing seeks to achieve a much more proximal

relationship between consumers and brands.

• as theorists of the ‘experience economy’ put it: – ‘the more effectively an experience engages the senses, the more

memorable it will be’ (Pine and Gilmore, 1999: 59).

ApplicationYou have been hired to lead the strategy task force for digital marketing at Buick. The marketing director is at a loss because the brand seems to be losing ground with the 18-35 year old demographic.

Buick

• On a conceptual level, what do you suggest needs to be done.

• On a concrete level, develop a marketing mix to achieve the objective of brand renewal.

question

• What do marketers brand?

Flexible Branding of Customers

Before Dematerialzation of Consumers we branded Products:

Branded Product Customer

Identity

Differentiation

Reputation

Success is measuredin brand recall/equity

Now we brand customers...

Branded Product Customer

Identity

Differentiation

Reputation

Success is measured in accuracy of customer identity production

• IT lets firms recognize the customer as an individual with a history, a present, and a future, and be treated as such.

• IT lets marketer manage customers for profit, – balancing each customer’s value against

cost to serve!

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xxxx xxx xxxx xxxx xxxx x xxxxxx xxx x x x x x x x xx x xxxx xxxx x x x x x x x xxxx

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A typical Customer Map

Value

High

Low

Cost-to-serveLow High

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xxxx xxx xxxx xxxx xxxx x xxxxxx xxx x x x x x x x xx x xxxx xxxx x x x x x x x xxxx

xx xx xxxx xxxx xx xx xxx

Goal: Manage customer relations toward the diagonal

Value

High

Low

Cost-to-serveLow High

Xxx xx xxxx xxxx xxx xxx xxxx

xxxx xxx xxxx xxxx xxxx x xxxxxx xxx x x x x x x x xx x xxxx xxxx x x x x x x x xxxx

xx xx xxxx xxxx xx xx xxx

Information Marketer: Service delivery system driven bythe customer’s assessed value

Value

High

Low

Cost-to-serveLow High

Steps to a Strong Customer Brand

Identify each customer upon acquisition

Rank each bygross margin or

lifetime value Ask, learn and remember key customer characteristics and preferences

Give preferred Customers more of what they value

For low margin customers, reduce cost-to-serve

Cost-to-serve

Val

ue

Identify Differentiate Interact Customize

Group Think!

• Identify some specific uses of this customer branding technology!– Pick a industry– Pick a company– Generate a ‘case’ that shows how customer

branding could be used by your company to improve profit per customer?

Learning About Customers

• Knowledge acquisition

• Cross-category analysis

• Customer differentiation

Customization of Offerings and Interactions

• Communications

• Products/services

• Channels

• Prices

• Service delivery

INTERACTIONS

Managing Relationships with Interactive Marketing

Tailored Commun-

ication

MassCustom-ization

CustomPrices

ServiceDelivery

CustomChannels

Remem-beringNeeds

Antici-patingNeeds

• Targeting banner ads

• E-mail

• Viral marketing

• Customer designed products (Mattel, Levi, threadlessetc.)

• Auctions

• Customer control (Priceline.com)

• Discounts based on behavior

• Tracking

• Service based on potential value

• Dual channels

• Reduce trans-action costs

• Collabor-ative filtering

Customizing Offerings and Interactions

Summary

• Branding is paramount

• Branding is no longer limited to products and services

• Branding needs individualized information

• Customer branding becomes the foundation of a revolution in all other elements of the 4Ps!

CCB managing director David Cole says: "Data is the lifeblood of our industry. Without fresh sources of data, response rates will continue to decline."