Hanze University MARCOM Lecture Notes PDF

Marketing Management School of Business Marketing and Finance MARCOM Block 2 | Week 2.4 Lecture 4  PLANNING Practice in class (...

Marketing Management School of Business Marketing and Finance MARCOM Block 2 | Week 2.4 Lecture 4  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  VISUAL IDENTITY WHAT IS BRAND IDENTITY? It’s the outward expression of the brand, including its trademark, name, communications and visual appearance. 4  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 5 THE CUSTOMER JOURNEY: AWARENESS & CONSIDERATION PHASES TODAY  5 STAGES OF AWARENESS UNAWARE PROBLEM SOLUTION PRODUCT MOST AWARE AWARE AWARE AWARE Clients don’t They know They know They’re aware They’re ready even realize something’s products /services of your product and to move they have a wrong but exist but haven’t likely comparing forward to the don’t yet encountered it with alternatives. next phases problem know what the brand or don’t They need of the CJ solutions exist know why it’s reassurance that better the company’s solution is the best The importance of 5 Signs your mattress How a good mattress 5 Green flags of a What to look for when sleep for productivity is wrecking your sleep can help you to sleep good mattress thinking of changing might help someone better your mattress realize their sleep is subpar 11  THE START OF THE THE GOAL JOURNEY: AWARENESS The primary goal of this phase is to create a strong initial impression by: Help buyers identify and articulate their need / problem Building trust and credibility Engaging and capturing interest: keep them coming back Encouraging further exploration in the customer journey 12  THE START OF THE TACTICS JOURNEY: AWARENESS During this phase touchpoints should be designed to attract attention broaden reach, generate curiosity, and positioning the brand as a credible solution to potential customers' needs. 13  THE START OF THE TACTICS JOURNEY: AWARENESS Content marketing: address the audience’s initial questions without pushing a solution, positioning the brand as a helpful resource. Guiding discovery and reducing confusion. Social Media Marketing: Leveraging platforms to promote engaging content and build brand awareness among the target. 14  Content marketing Volvo ft. Zlatan 9-12-2024 Titel van de presentatie 15  THE START OF THE TACTICS JOURNEY: AWARENESS Paid Advertising: Campaigns to reach a broader audience. Public Relations: Generating media coverage or participating in events to increase visibility and credibility. Influencer Partnerships: Collaborating with influencers to amplify reach and introduce the brand to their followers. Referral and Word-of-Mouth: Encouraging existing customers to recommend the brand to new audiences (CJ loop). 16 THE KPI’s THE START OF THE JOURNEY: AWARENESS What is a KPI? It stands for Key Performance Indicator, a quantifiable measure of performance over time for a specific objective. Why are they important? They help to clearly identify successes and failures of strategies, campaigns etc, so marketeers can do more of what’s working, and less of what’s not. 17 THE KPI’s THE START OF THE JOURNEY: AWARENESS Brand visibility: Visibility metrics show how far your content is spreading and whether your brand is gaining recognition. What to track: (Social) media impressions, shares, mentions, reach 18 THE KPI’s THE START OF THE JOURNEY: AWARENESS Engagement: how much value your audience is finding in the content. If visitors are bouncing after just a few seconds or not scrolling past the first 25% of a page, it may mean the content isn’t relevant for the audience or engaging enough. What to track: Time spent on platform, scroll depth, social shares, likes, and comments. 19 Good to know To an extent, the ‘scope’ of the awareness phase depends on the companies context and is what you make of it. Think about the differences between: 1. Creating awareness for a societal problem. 2. Creating awareness for a (groundbreaking) innovation. 3. Creating awareness for a new brand in an existing market. 4. Creating awareness for a new product (line) for an existing brand 5. Making sure your share of voice remains steady 6. And much more.. (rebranding, new proposition, seasonal deals, opening new stores etc.) 9-12-2024 Titel van de presentatie 20  1. Creating awareness for a This girl can societal problem. 9-12-2024 Titel van de presentatie 21  2. Creating awareness for a Quooker (groundbreaking) innovation. What is Kruidvat currently doing in the awareness phase? 9-12-2024 Titel van de presentatie 22  3. Creating awareness for a XBOX new brand in an existing market. What is Kruidvat currently doing in the awareness phase? 9-12-2024 Titel van de presentatie 23  4. Creating awareness for a Nike new product (line) for an existing brand What is Kruidvat currently doing in the awareness phase? 9-12-2024 Titel van de presentatie 24  5. Making sure your share McDonalds of voice remains steady What is Kruidvat currently doing in the awareness phase? 9-12-2024 Titel van de presentatie 25 Good to know How to identify if something is meant as awareness media Goal Type of communication Marketing channels (not always though) For some companies, SEO might be a channel considered to be an awareness channel (in B2B for example) For some companies, TV ads might be a channel considered to be a purchase channel (for example Domino’s showing 1+1 deals during football matches) 9-12-2024 Titel van de presentatie 26 Your task What is Kruidvat currently doing in the awareness phase? 9-12-2024 Titel van de presentatie 27  THE MIDLANDS OF THE CONSIDERATION JOURNEY: CONSIDERATION The need or problem has been clearly defined. Customer extends their research to different angles and approaches to solve the problem or fulfil the need. During this stage customers are receptive to information that can help them make the best decision. They are focused on understanding the benefits of each option and the impact it will have. Customers shift from simply understanding what their issue is (the awareness stage) to exploring the different ways to resolve it and reach the purchase stage. 29 Djoser information day 30  THE MIDLANDS OF THE CONSIDERATION JOURNEY: CONSIDERATION During this stage, customers develop specific criteria for evaluating each option they’re considering. They ask themselves questions like: What are the must-have features or functions? Is the solution within budget? Will it solve my problem effectively? … By setting these criteria, buyers can more easily eliminate unsuitable options and focus on solutions that align with their priorities. 31  THE MIDLANDS OF THE THE GOAL JOURNEY: CONSIDERATION The primary goal of this phase is to guide potential customers toward selecting your brand or product as a leading solution, ideally in a way that competitors can’t. It’s a really important stage, because it’s one where marketeers most likely have the customer’s full attention. 32  THE MIDLANDS OF THE TACTICS JOURNEY: CONSIDERATION During this phase touchpoints should be designed to inform, engage, and build trust to encourage potential customers to lean toward the brand. The focus should be helping potential customers to understand the product is the best fit for their specific needs. 33  THE MIDLANDS OF THE TACTICS JOURNEY: CONSIDERATION Content marketing: Customers are seeking information, so companies should provide content that answers their questions and helps them make informed decisions What to do: Provide educational content that establishes the brand as an expert and a trusted advisor. This can increase the potential buyer’s likelihood of choosing the brand over competitors. 34  Educational content Fenti Beauty 35  THE MIDLANDS OF THE TACTICS JOURNEY: CONSIDERATION Building trust and reducing friction: The goal is to ensure that the buyer feels reassured about the product or service and is more comfortable moving forward. What to do: Consumer generated marketing Customer success stories Testimonials Reviews Being responsive to questions or concerns via direct communication channels 36 Dorito’s: legion of the bold Consumer generated marketing 37  THE MIDLANDS OF THE TACTICS JOURNEY: CONSIDERATION Other tactics Product Demonstrations or Tutorials: Showcasing how the product works or solves customer problems. Comparison Guides: Offering side-by-side comparisons of features, pricing, or benefits versus competitors. (Tweakers) Free Trials or Samples: Allowing potential customers to experience the product or service first-hand before committing. 38  Product demo’s or tutorials Gamescon 39 THE KPI’s THE MIDLANDS OF THE JOURNEY: Downloads or Views of Educational Content: CONSIDERATION Tracking whitepapers, case studies, or video tutorials accessed by potential customers. Free Trial or Demo Signups: The number of people who sign up to experience the product or service. Engagement with direct communication channels: Monitoring the number of questions asked or live chat sessions initiated. Conversion Rates for Consideration Offers: The percentage of potential clients in the awareness phase. 40