Marcom Week 3 PDF

Marketing Management School of Business Marketing and Finance MARCOM Block 2 | Week 2.3 Lecture 3  PLANNING Practice in class (...

Marketing Management School of Business Marketing and Finance MARCOM Block 2 | Week 2.3 Lecture 3  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  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. 4  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? 5  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. 6  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. 8 CUSTOMER JOURNEY FOR A GYM  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. 12  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. 13 VISUAL IDENTITY: DESIGNING TOUCHPOINTS WITH THE BRAND IN MIND TODAY  VISUAL IDENTITY WHAT IS BRAND IDENTITY? It’s the outward expression of the brand, including its trademark, name, communications and visual appearance. 15 215469 16  VISUAL IDENTITY WHAT IS BRAND VISUAL IDENTITY? It’s the link between brand identity and touchpoints​ 21  VISUAL IDENTITY Brand Visual Identity It’s the overall look of brands communicate should be present in (all) the touchpoints along the customer journey. ​ Key components of the visual identity include graphic elements such as: Logo Color Fonts … When used them consistently they help distinguish the brand in the minds of the consumers. 22  VISUAL IDENTITY Brand Visual Identity Let’s analyse Hanze’s new visual brand identity 1994 - 2024 2024 - 2025 23  VISUAL IDENTITY FROM TOUCHPOINTS TO BRANDED TOUCHPOINTS Customers get to know the brand through the touchpoints along the customer journey (All) touchpoints should be designed consistently with the brand’s visual identity. Only when the customer base can clearly identify the brand, a company can introduce variations 27 28 29 30 31 32 33 34 35 36  VISUAL IDENTITY HOW COMPANIES ORGANISE ALL THIS? 37  VISUAL IDENTITY HOW COMPANIES ORGANISE ALL THIS? Brand guidelines provide clear rules to consistently apply the visual identity. They provide usage instructions about: Colors Company logo Fonts Other graphic elements HANZE’s brand guidelines 39  BRANDING & IDENTITY SENSORY BRANDING Colour is the most important identifier for a brand Can a brand own a colour? 40  BRANDING & IDENTITY SENSORY BRANDING Although visuals remain key, brands are branching out into sensory and sonic branding 42 Which brand? Which brand?  BRANDING & IDENTITY SENSORY EXPERIENCES PROS Adds a unique element to branding. Strikes the emotions of customers. Can put customers “in the mood”. Can give companies a broader reach. CONS Can be expensive Customers may experience sensory overload. The effectiveness of sensory branding is highly dependent on a brand’s personality 48