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|Notes from October 15, 2003|
Building Your Brand, One Communication at a Time
Jordan Modell, Senior VP, Director of Database Marketing at Wunderman.
The talk highlighted some of the more
esoteric considerations in a marketing campaign.
First we got a historic perspective:
* 1940-60s - years of 'brand loyalty' (What's good for GM…) resulted in few (by today's standards) choices, and required simple marketing.
* In the 1970-80s quality wakes up, world shrinks, manufacturing moves where it can be most efficient, direct channel advertising becomes feasible, marketing develops interest in who customers are.
* In 1990s Retail rules - quality become more important. WalMarts rise, lots of specialty magazines appear (and disappear).
* 00s - so far is marked by 9/11, uncertainty, 'give it to me now' attitude.
As a result of these trends, 'the Customer is King again, and after years of losing ground, the Brand is the way to connect with them.' The consumer always synthesizes Direct and Mass/General advertising into one brand message - your message should reinforce the brand image. - communications through all of the channels nowadays available should be aligned/orchestrated. Ads must be of top quality, not misleading. Shoddy customer service distracts from the message and brand image.
What ever channel customers choose, they can be channeled to another one preferable to marketers. E.g. callers can be pointed to the web, walked through the pages, where they can receive on their own a Vignette style suggestions, ...
Next, there was a word on, ever necessary, data - 'Data drives creative' To be relevant, the data profiling and segmentation needs to lead to true insight. The segmentation strategies whould include: Who are they (the customers)? What are the differences?, variability? Focus on Knowable/Actionable/Findable. Consider attitudinal segments [Consistently Loyal, New, Lapsed, Prospect] Include household information, e.g. 56% customers are married. Target your segment(s). (kind of opposite to variable selection in September meeting, where objective was to find variables that work as well in all segments)
Finally, we got examples of targeted campaigns from author's practice:
* 'Fine tuning a Classic' theme used in a Philharmonic project - rather than 'Everything sucks' or 'hire us' message.
* Olive in martini glass (used in an ad) got best response from initial (Grow) magazine subscribers than wine or champagne glass (not to mention a six-pack) (If must be fascinating to search for a shape of the glass or ambiance of the background, most effective for the target segment, that doesn't markedly increase negative response from other substantial segments.)
* Don't give discount to loyal opera buffs in San Francisco, give them the best seats.
* Mozart wig appeals to 18-24 years old.
* Lapsed customers are likely to be highly educated and respond to pun ads.
* Pick-up drivers are four times as likely to send rebate coupons.
To verify the campaign (customer model), a follow-up post-launch study is conducted.
There is no more loyalty to store, in part because of web and all the information it provides. One tool that addresses this is 'Best Zips map' (of LI), that shows spending per household ($12 in Nassau), zip code boundaries and location of competitors to help allocate the direct advertising.
The presentation introduced us to (a surprising) subtlety and complexity of advertising through a series of successful cases.