Group7 prom strat part2
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Transcript of Group7 prom strat part2
Promotional Strategy (Group 7)Manil (PGP30031)| Sudha (PGP30052)| Ankita (PGP30185)| Nikita (PGP30211)
Do your adsSTAND OUT
your customers’ mind??
to make youSTAND IN
Colgate Dental Floss
IT’S SUGAR FREE!
“You can make ubiquitous advertising
acceptable – even welcome – to consumers”
- Jeffrey F. Rayport
Today, consumers are
BOMBARDED with advertisements through all possible
media
It is a MEDIA-SATURATED world!!
ADVERTISEMENTS in today’s world have become
IRRELEVANTREPETITIVE
INTRUSIVE INEFFECTIVE
…and MORE on what it DOES for their target
Marketers must focus LESS on what advertising SAYS…
SHOUTINGout loud
will not help!!!
HUMAN EXPERIENCE will
BUT…
Human experience, as an advertising medium, is divided into FOUR SPHERES
SOCIALPUBLIC
TRIBAL PSYCHOLOGICAL
THE PUBLIC SPHERE
Message ALIGNS with the consumer’s experience
HELP people reach personal objectives…
Building Goodwill
Celebrity Endorsements
Branded Interventions
Entering people’s
lives when needed
THE SOCIAL SPHERE
Where consumers INTERACT & RELATE
to one another
ENGAGE a demographic that pays a
little attention to your product
CADBURY DAIRY MILK
THE TRIBAL SPHERE
Advertising must address desiresof…
IDENTITY
SELF-EXPRESSION
MEMBERSHIP
STATUSMARKER
ORSOCIAL
IDENTITY
EMPOWER THE
INDIVIDUAL
THE PSYCHOLOGICAL
SPHERE
Language to establish
COGNITIVE BEACHHEAD
for a brand…
Engender
HABIT Formation…
Connect Brand to an EMOTION…
Are you reminded of
CONVENTIONAL ADVERTISING??
Try understanding it from
CUSTOMER-CENTRIC
approach
Instead of focusing on ADVERTISING MEDIA,
Focus on ways to INTEGRATE your advertising into your consumers’ lives
In ways that DELIVER
VALUE
But HOW to do it??
Follow these 5 steps…
DEFINE OBJECTIVES
first from a consumer’s,
not an advertiser’s,point of view
Ask yourself - What is the
PRIMARY GOAL
of your ad campaign?Build Awareness
Drive Purchase
Reinforce
Loyalty Customer
Satisfaction
TARGET CAMPAIGNto create value for the
consumers
Each sphere has different
STRENGTHS
Choose the
RIGHT SPHERE
to achieve your goals
TEST, LISTEN & ADJUSTads to improve the
customer experience
LISTENto your intended
targets!!
Ad campaign may be
INEFFECTIVEfor a variety of reasons
EVALUATEan expansion strategy
If needed,
WITHDRAW FROMor
EXPAND TOother spheres
Constantly look for ways to
REFRESH the message
Consumer preferences are
DYNAMIC...
…so must be your AD CAMPAIGN
Lets RECAP!!!Advertisements have become:1. Intrusive2. Ineffective3. Irrelevant4. Repetitive
Focus on HUMAN EXPERIENCE
4 spheres:1. Public2. Social3. Tribal4. Psychological
5 steps to integrate advertising in customer’s lives:1. Define objectives first from consumer’s point of view2. Chose the right sphere3. Listen to your consumers4. Evaluate an expansion strategy5. Be dynamic