keller 战略品牌管理 05 中山大学吴柏林教授 广告心理学(清华大学出版社2010)绝密资料.pptVIP

Integrating the BrandInto Supporting Marketing Programs Product Strategy Deliver tangible and intangible benefits Add value through customer information Pricing Strategy Understand perceptions of value Balance price, cost, quality Personalizing Marketing Relationship Marketing – provide more holistic, personalized brand experiences to create stronger consumer ties Mass customization CRM After-marketing loyalty programs Examples Experiential Marketing Permission Marketing One-to-One Marketing Experiential Marketing Employ multiple touch points multiple senses Often involves special events, contests, promotions, sampling, on-line activities, etc. Combine brand education entertainment Distinctive and relevant Permission Marketing (Seth Godin) Permission marketing “encourages consumers to participate in a long-term interactive marketing campaign in which they are rewarded in some way for paying attention to increasingly relevant messages.” Anticipated Personal Relevant Permission marketing can be contrasted to interruption marketing 5 Steps in Permission Marketing Must offer overt, obvious, and clearly delivered incentive to prospect to volunteer Must offer a curriculum over time, teaching the consumer about the product or service Must reinforce the incentive over time Must increase the level of permission the marketer receives from the customer Must leverage permission to generate profits 10 Questions to Evaluate Permission Marketing Program What’s the bait? What does an incremental permission cost? How deep is the permission that so granted? How much does incremental frequency cost? What’s the active response rate to communications? What are the issues regarding compression? Is the company treating the permission as an asset? How is the permission being leveraged? How is the permission level being increased? What is the expected lifetime of one permission? One-to-One Marketing:Competitive Rationale Consumers help to add value by providing information Firm ad