Group7 promotional strategy
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Transcript of Group7 promotional strategy
Promotional Strategy (Group 7)Manil (PGP30031)| Sudha (PGP30052)| Ankita (PGP30185)| Nikita (PGP30211)
Do your ads
STAND OUT
your customers’ mind??
to make you
STAND IN
Audi says “Your move BMW”
BMW’s response
“You can make ubiquitous advertising acceptable – even
welcome – to consumers”
- Jeffrey F. Rayport
Today, consumers are
BOMBARDEDwith 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
Bins atthe US airport
security
HELP people reach
personal objectives…
Building Goodwill
Celebrity Endorsements
Branded Interventions
Entering people’s lives when
needed
THE SOCIAL SPHERE
Friends’ social activity
used to make
PERSONALIZEDgift
recommendations
ENGAGE a
demographic that pays a
little attention to your product
THE TRIBAL SPHERE
Advertising must address desires of…
IDENTITY
SELF-EXPRESSION
MEMBERSHIP
STATUS MARKER OR
SOCIAL IDENTITY
EMPOWER THE
INDIVIDUAL
How areMarketersdoing this?
Brand name DETACHED from product
Signals inclusion in the tribe
Award Status Markers
Strong Affiliation
Powerful Brand Ambassadors
Positive WOMUSER GENERATED CONTENT
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 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?
TARGET CAMPAIGN
to create value for the consumers
Each sphere has different
STRENGTHS
Choose the
RIGHT SPHEREto achieve your goals
TEST, LISTEN & ADJUST
ads to improve thecustomer 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
REFRESHthe message
Consumer preferences are DYNAMIC...
…so must be your AD CAMPAIGN
Lets RECAP!!!Advertisements have become:
1. Intrusive
2. Ineffective
3. Irrelevant
4. Repetitive
Focus on HUMAN EXPERIENCE
4 spheres:1. Public
2. Social
3. Tribal
4. Psychological
5 steps to integrate advertising in customer’s lives:1. Define objectives first from consumer’s point of view
2. Chose the right sphere
3. Listen to your consumers
4. Evaluate an expansion strategy
5. Be dynamic