Hanze Marketing Management Lecture 2 PDF

Marketing Management School of Business Marketing and Finance MARCOM Block 2 | Week 2.2 Lecture 2  PLANNING Practice in class (...

Marketing Management School of Business Marketing and Finance MARCOM Block 2 | Week 2.2 Lecture 2  PLANNING Practice in class (in groups): Period Lecture THE HANZE CASE STUDY Identify the IMC tools used at Hanze and discuss their 2.1 Integrated Marcom Strategies effectiveness The buyer persona 2.2 Customer journey Develop a buyer persona for a new student Touch points Visual identity: Designing touchpoints Identify all the Hanze touchpoints and explain how 2.3 with the brand in mind effective they are for the persona The Customer Journey: The Hanze Student Customer Journey: create 2.4 Awareness awareness and consideration strategies Consideration The Customer Journey: Purchase The Hanze Student Customer Journey: purchase, 2.5 Retention retention & advocacy strategies Advocacy HALF-TERM BREAK - NO CLASSES HALF-TERM BREAK - NO CLASSES 2.6 Multichannel vs Omnichannel Marketing How to make Hanze a seamless experience 2.7 Recap + Mock Exam 2.8 EXAM WEEK 2.9 ROUND-OFF WEEK 2.10 RESIT PERIOD 1 2 RECAP 3  DEVELOPING AN DETERMINING THE EFFECTIVE MARCOM COMMUNICATION OBJECTIVES STRATEGY Once the target audience has been defined, marketers must determine the desired response. The 5 As: Awareness (I know about the product) Appeal (I like the product) Ask (I want to know more about the product and be more engaged with the brand) Act (I’m buying and relating to the product) Advocacy (I’m telling others about the product) 4  DEVELOPING AN DESIGNING A MESSAGE EFFECTIVE MARCOM STRATEGY When putting a message together, the marketing communicator must decide: what to say (message content) how to say it (message structure and format) The marketer has to figure out an appeal or theme that will produce the desired responses. There are three types of appeals: rational emotional moral educational Marketers must also decide how to handle 3 message structure issues: To draw a conclusion or leave it to the audience To present the strongest arguments first or last To present a one-sided argument or a two-sided argument 5  DEVELOPING AN CHOOSING EFFECTIVE MARCOM COMMUNICATION STRATEGY CHANNELS AND MEDIA There are two broad types of communication channels: 1. Personal: It is effective because they allow for personal addressing and feedback. 2. Non-personal: Media that carry messages without personal contact or feedback, including major media, atmospheres, and events. 6  DEVELOPING AN SELECTING THE EFFECTIVE MARCOM MESSAGE SOURCE STRATEGY The message’s impact also depends on how the target audience views the communicator. Messages delivered by highly credible or popular sources are more persuasive. 7  DEVELOPING AN COLLECTING FEEDBACK EFFECTIVE MARCOM STRATEGY After sending the message the communicator must research its effect on the target audience and measure behaviour resulting from the content. 8 - THE BUYER PERSONA - CUSTOMER JOURNEY - TOUCH POINTS TODAY  THE BUYER PERSONA WHAT IS THAT? A buyer persona is a semi-fictional representation of an ideal customer based on a combination of market research, customer data, and insights about the target. 10  THE BUYER PERSONA BUYER VS USER The buyer persona is a semi-fictional representation of your ideal customer, the user persona is a representation of the user of your products. A buyer persona can be a user, but that is not always the case. Why is this important? 11  THE BUYER PERSONA WHY DO WE DO THIS Personas allow to segment the different types of customers a business wants to attract and / or retain. Understanding the different motivations, goals, and behaviours of the target has the potential to make the marketing and marcom activities more impactful and engaging. 12  THE BUYER PERSONA HOW TO CREATE A COMPELLING PERSONA There isn't a list of universal characteristics and attributes of buyer personas: every company is unique, the buyer personas are unique. So… how do we do it? Personas are based on specific facts about the audience’s interests, behaviour, and demographics. The the best way to create a buyer personas is through research. 13  THE BUYER PERSONA 1 RESEARCH - HOW TO CREATE A Demographics & Psychographics COMPELLING PERSONA Behavior towards the product / brand Buying Behavior: Purchase habits, preferred channels, and decision-making criteria. Motivations and reasons behind their purchasing decisions. Goals and Challenges: What the persona aims to achieve and the obstacles they face. Pain Points: Specific problems or frustrations the persona seeks to solve. Communication Preferences: How and where they prefer to receive information. 14  THE BUYER PERSONA 2 ANALYSE THE INFO - HOW TO CREATE A COMPELLING PERSONA Identify patterns and commonalities in the research. Collect information that can help you understand how a company can be the most relevant to a persona and engage with the target group. 15  THE BUYER PERSONA 3 BUILD IT - HOW TO CREATE A COMPELLING PERSONA The best way is to use fitting templates for your company / product / case. 16  The persona researches information online and chats with her colleagues to discover best practices. This means that she could be THE BUYER PERSONA influenced by social proof, so a company could think about how - use testimonials, social media, and referral programs to drive EXAMPLES conversions. The story also focuses on qualities she's looking for in a vendor a company can emphasize those values in its messaging. 18 19 20  THE CUSTOMER WHAT IS THAT? JOURNEY The buyer's journey covers the entire process from the moment someone becomes aware of a product to the point they purchase it (and even beyond). The customer's journey, on the other hand, is all about how your brand fits into that process. The touchpoints is where a brand interacts with their customers during their buying journey. 21 CUSTOMER JOURNEY FOR A GYM 24  THE CUSTOMER COMPONENTS JOURNEY Stages: each phase the consumer goes through Touchpoints: Specific interactions between the customer and the brand Channels: Platforms or methods through which these interactions occur Pain Points: Challenges or frustrations a customer might face during the journey Emotional Journey: The feelings customers experience at each stage, influencing the brand perception 27  THE CUSTOMER CUSTOMER JOURNEYS JOURNEY MATTER They provide a detailed understanding of how customers interact with a brand. They enable companies to create more personalized, effective, and satisfying experiences for their customers. They help identify gaps and uncover areas where customers face friction or dissatisfaction. 28  THE TOUCHPOINTS WHAT IS THAT? Touchpoints are any form of interaction between a company and its customers. A company usually makes touchpoints for engaging customers and giving them the best brand experience they can have. An effective touchpoint strategy can help a company stand out from its competitors and gain competitive advantage. 29  THE TOUCHPOINTS TYPES OF TOUCHPOINTS Touchpoints differ depending on the type of business and industry. However, they can be roughly categorised by: Pre-purchase touchpoints: companies use these touchpoints to raise awareness, spark interest and desire. Purchase touchpoints: companies facilitate purchases and improve customer experiences through the actual purchase process. Post-purchase touchpoints: These enhance the brand experience, affect customer satisfaction and future purchases. 30 THE HANZE CASE STUDY Welcome to the marcom adventure You will be working on a Hanze University case study that will put your skills (and your stress levels) to the test! During this course you will get to: Be a student Be a marketeer Roast Hanze… … and propose improvement points 33 LET’S GO Create a buyer persona of a prospective student that doesn’t know what do they want to study. Use whatever template you want or create your own! 34 LET’S GO The Overachiever You're a high-achieving student with a perfect academic record and aiming for a prestigious program that aligns with your future career goals. The Decisive Planner You’ve known what you want to study since you were 4 and you’re focused on finding the best university for your chosen field. The Undecided Explorer You’re torn between several programs that all seem interesting and you’re allergic to commitment. The Social Butterfly Studying is for nerds, besides we have Chat GPT. Your main priority is enjoying life and meeting new people. The Reluctant Applicant You don’t want to go to university, but your parents are pressuring you to apply. You’re trying to find a program that seems tolerable. 35