Consumer Marketing

1
Consumer Marketing Brand Development

• Fahlgren Advertising

2
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

3
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.

4
Why Brands?

• Nike 150 tennis shoes
• Starbucks 3 cup of coffee
• Versace 3,000 rayon dress
• Porsche 98,000 car
• Tylenol 6 bottle of acetaminophen
• Successful brands are worth more.

5
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. Im Chris. I help people get away from it
  all at our countryside bed and breakfast.
• And next Listen and share accordingly
• Weve had many visitors from your area, and
  theyre wonderful guests.
• Help them remember you and introduce you to their
  friends.
• Think in dialogues rather than monologues
• Listen as much as you talk

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When is a banana not a banana?

• A historic experiential event
• 1951, New Orleans, Brennans 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

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Building Experiential Brands10 Rules

• Experiences don't just happen they need to be
  planned
• Be creative use surprise, intrigue and, at
  times, provocation. Shake things up
• Think about the customer experience first
• And then about the functional features and
  benefits of your brand
• 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
• 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
• Its 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
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Building Experiential Brands10 Rules

• Think consumption situation, not product
• Grooming in the bathroom," not "razor
• "Casual meal," not "hot dog
• "Travel," not "transportation"
• Strive for holistic experiences
• That dazzle the senses, appeal to the heart,
  challenge the intellect, are relevant to people's
  lifestyles
• 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
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Brand Experience Matrix
Ordinary
Extraordinary
Priceless
Reward
Neutral
Has Little or No Impact
Acceptable
Unacceptable
Intolerable
Sacrifice
Experiential Marketing, by Bernd H. Schmitt
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Building Experiential Brands10 Rules

• 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
• 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
• Add dynamism to your company and brand
• Dont 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
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Tell YourselvesStart 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

12
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

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Print Ads The 60/30/10 Rule

• 60 of readers
• It must work like an outdoor board theyll see
  a headline, key visual and logo
• 30
• Will read a bit of copy very quickly
• 10
• will read most of the copy

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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 whats 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 theyre at the heart of your
  target audience
• Distinguish between likely prospects and mass
  reach
• Stay the course long enough to fairly assess your
  progress

15
Whats your Brand Driver?

• What do consumers call your brand?
• Miller Lite Give me a Lite.
• Corvette I drive a Vette.
• Ohio Tourism Were going to Ohio.
• Ohio State University I went to OSU.
• Help them help themselves by reinforcing a brand
  driver whenever they think of you

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Make it easy

• For the audience to buy, or at least find their
  way back to you if theyre not ready yet
• Its not the size of the phone number or URL, but
  the ease by which they can use it
• Memorable

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Adoption Continuum
What it is.
Where it fits.
What it does.
What it means to me.
Awareness
Interest
Consideration
Trial
Loyalty
Media Vehicles
Media Vehicles
Media Vehicles
Media Vehicles
Media Vehicles
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Brand Responsibilities

• Be likeable
• Be consistent
• Be responsive
• Be proactive
• Be truthful
• Be likeable

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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
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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
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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

22
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

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Last Thoughts

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