MARCOM Week 7 Lecture Notes PDF

Marketing Management School of Business Marketing and Finance ITEGRATED MARCOM STRATEGIES Block 2 | Marcom Week 2.7 | Lecture 7  PLANNING Perio Lecture Exam questions d 2.1 I...

Marketing Management School of Business Marketing and Finance ITEGRATED MARCOM STRATEGIES Block 2 | Marcom Week 2.7 | Lecture 7  PLANNING Perio Lecture Exam questions d 2.1 Integrated Marcom Strategies 5 The buyer persona 2.2 Customer journey 3 Touch points Visual identity: Designing touchpoints 2.3 3 with the brand in mind The Customer Journey: 2.4 Awareness 3 Consideration The Customer Journey: Purchase 2.5 3 Retention Advocacy HALF-TERM BREAK - NO CLASSES HALF-TERM BREAK - NO CLASSES 2.6 Multichannel vs Omnichannel Marketing 3 2.7 Recap + Mock Exam 2.8 EXAM WEEK 2.9 ROUND-OFF WEEK 2.10 RESIT PERIOD 1 2 WEEK 1: Integrated Marcom Strategies 3 THE DIFFERENCE Marketing: Creates superior value​ for customers Marketing communications: Communicates the value to the customer using all promotion tools to engage customers 4  INTEGRATED WHAT IS IMC? MARKETING COMMUNICATION Carefully integrating and coordinating the company’s many communication channels to deliver one clear, consistent, and compelling message about the organisation and its products / services. 5  INTEGRATED WHAT WOULD BEYONCE MARKETING MARKETEERS DO? COMMUNICATION Considering the proliferation of marketing communication tools and opportunities marketers must: 1) identify which tools are the best fit for the audience and marketing objectives and 2) deliver a unified message and coordinated approach across these tools. This meand create a well-coordinated message to engage: The right people At the right time At the right place Doing the right things 6  INTEGRATED IN ESSENCE… MARKETING COMMUNICATION The key is to integrate all different media in a way that best engages customers, communicates the brand message, and 7 enhances the customer's brand experience. 8 Q1: you use a careful mix of promotional tools like advertising, personal selling, PR and sales promotions to create: A. Consistent, clear and compelling company and brand messages B. Value for the target audience C. An integrated marketing strategy D. Bind the customers for a longer period of time E. Integrated, achievable and measurable integrated marketing communication implementation 9 Q1: you use a careful mix of promotional tools like advertising, personal selling, PR and sales promotions to create: A. Consistent, clear and compelling company and brand messages B. Value for the target audience C. An integrated marketing strategy D. Bind the customers for a longer period of time E. Integrated, achievable and measurable integrated marketing communication implementation 10 Q2: Paola wants to reach a bigger consumer audience for her nail studio franchise. Therefore, she can best use what form of media? A. Digital marketing media B. Owned media C. Traditional media D. Paid media E. Earned media 11 Q2: Paola wants to reach a bigger consumer audience for her nail studio franchise. Therefore, she can best use what form of media? A. Digital marketing media B. Owned media C. Traditional media D. Paid media E. Earned media 12 WEEK 2: Persona, customer journey & touchpoints 13  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. 14  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. 15  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. 17  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. 20 Q3: which one of the following can NEVER be a touchpoint? A. TikTok B. Reddit C. WhatsApp D. Valentines day E. Loyalty program app 21 Q3: which one of the following can NEVER be a touchpoint? A. TikTok B. Reddit C. WhatsApp D. Valentines day E. Loyalty program app 22 Q4: Ricky is conducting research how many people who have bought a product at Adidas will become repeat customers (people who buy more than once in their lifetime). The research he conducts is can be classified as? A. Demographicresearch B. Buying behavior research C. Brand attitude research D. Pain points research E. Goal driven research 23 Q4: Ricky is conducting research how many people who have bought a product at Adidas will become repeat customers (people who buy more than once in their lifetime). The research he conducts is can be classified as? A. Demographicresearch B. Buying behavior research C. Brand attitude research D. Pain points research E. Goal driven research 24 WEEK 3: Visual identity 25  VISUAL IDENTITY WHAT IS BRAND IDENTITY? It’s the outward expression of the brand, including its trademark, name, communications and visual appearance. 26  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  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 29 Q5: what is NOT a pro for sensory experiences? A. Adds a unique element to branding B. Strikes the emotions of the customers C. Can put customers in the mood D. Results into higher brand loyalty E. Can give companies a broader reach 31 Q5: what is NOT a pro for sensory experiences? A. Adds a unique element to branding B. Strikes the emotions of the customers C. Can put customers in the mood D. Results into higher brand loyalty E. Can give companies a broader reach 32  Q6: Dory is creating a manual for Albert Heijn which explains exactly which tone of voice should be used per communication channel, the allowed colour schemes, fonts who should be used and if you are allowed to make changes to the logo. She is currently in which step of the brand identify step-by-step process? A. Design logo and visual elements B. Developing visual identity statements C. Create visual and sensory experiences D. Develop Brand language and voice E. Establish comprehensive brand guidelines 33  Q6: Dory is creating a manual for Albert Heijn which explains exactly which tone of voice should be used per communication channel, the allowed colour schemes, fonts who should be used and if you are allowed to make changes to the logo. She is currently in which step of the brand identify step-by-step process? A. Design logo and visual elements B. Developing visual identity statements C. Create visual and sensory experiences D. Develop Brand language and voice E. Establish comprehensive brand guidelines 34 WEEK 4: Awareness & consideration 35  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 the brand or don’t They need of the CJ know what 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 36 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.) 13-1-2025 Titel van de presentatie 37  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. 38  2. Creating awareness for a Quooker (groundbreaking) innovation. What is Kruidvat currently doing in the awareness phase? 13-1-2025 Titel van de presentatie 39 Q7: Quookers awareness creation can be best classified as: A. Awareness creation for a societal problem B. Create awareness for an (groundbreaking) innovation C. Create awareness for a new brand in an existing market D. Creating awareness for a new product (line) for an existing brand E. Creating awareness for a new proposition 40 Q7: Quookers awareness creation can be best classified as: A. Awareness creation for a societal problem B. Create awareness for an (groundbreaking) innovation C. Create awareness for a new brand in an existing market D. Creating awareness for a new product (line) for an existing brand E. Creating awareness for a new proposition 41 Q8: Shawn is developing new content for an audience of whom he knows they are already receptive in searching for and finding new information that can help them make the best decision. Which phase of the customer journey is he creating content for: A. See phase B. Awareness phase C. Consideration phase D. Action phase E. Loyalty phase 42 Q8: Shawn is developing new content for an audience of whom he knows they are already receptive in searching for and finding new information that can help them make the best decision. Which phase of the customer journey is he creating content for: A. See phase B. Awareness phase C. Consideration phase D. Action phase E. Loyalty phase 43 WEEK 5: Purchase, retention & advocacy 44  THE PURCHASE PHASE PROBLEM SOLVING The prospect has chosen a strategy — an approach or a solution — to solve the problem. Now he or she will most likely make a list of providers/suppliers. After comparing the different options, the prospect will make a final purchasing decision. By this point, to provide the best service, you should have stepped into your customer’s shoes, understanding the source of the problem or pain point, and thinking about how your product or service will solve the problem or improve it. If your customer succeeds, you will. 45 SYNONYMS FOR PURCHASE PHASE DO ACTION DECISION CONVERSION ACQUISITION 46  AFTER THE PURCHASE: RETENTION RETENTION Once a customer has made a purchase, your focus should shift to building a long-term relationship. This can be achieved by providing excellent customer service, sending personalized follow-up emails, and offering loyalty programs. Recently, customers expect a tailored experience. Use the data you collect to personalize interactions, product recommendations, and marketing messages. 47  AFTER THE PURCHASE: RETENTION RETENTION Mind you though: there are a lot of companies out there with whom you do business with on a regular basis, but there is hardly any interaction with you and the company after the sale. In the end → creating value = happy customers = people coming back. 48  AFTER THE PURCHASE: ADVOCACY ADVOCACY This is the last stage of the customer journey and the hardest one to achieve: to turn your customer into an active advocate for your brand. They give you great reviews, refer their friends and family, and generate the most powerful kind of marketing there is: word-of- mouth. This is the most challenging stage, but also the most rewarding. To turn customers into advocates, you need to provide exceptional products and service, and make it easy for them to recommend your brand to others. 49  WORD OF MOUTH GOAT OF MARKETING 50 Q9: Anthony Miyazaki explains in his video why Word-of- Mouth works so well. He gives three main reasons why it is such an effective marketing channel. What is one of these reasons? A. People perceive other customers as trendsetters and want to follow accordingly. B. Due to all of the recent brand scandals (Volkswagen emission scandal for example), trust in companies is all time low and therefore ads are not longer trusted. C. People perceive other customers as more trustworthy than brands. D. It is easy to control and comes at low costs. E. It is at the end of the funnel so you don’t need to explain the customers problem anymore. 51 Q9: Anthony Miyazaki explains in his video why Word-of- Mouth works so well. He gives three main reasons why it is such an effective marketing channel. What is one of these reasons? A. People perceive other customers as trendsetters and want to follow accordingly. B. Due to all of the recent brand scandals (Volkswagen emission scandal for example), trust in companies is all time low and therefore ads are not longer trusted. C. People perceive other customers as more trustworthy than brands. D. It is easy to control and comes at low costs. E. It is at the end of the funnel so you don’t need to explain the customers problem anymore. 52 Q10: Ryan explains to his marketing manager that according to him, building long lasting relationships with customers in the retention phase is of high importance but can come with a massive challenge. What is this challenge? A. It is complex to explain the value of the brand if customers did not identify their buying need yet. B. You can no longer rely on cookies to store customer data. C. The large amounts different kinds of audiences you have in your retention phase requires mass marketing in order to address everybody’s specific needs and demands. D. You need to have customer data in order to be able to communicate with your audience directly which can impact the marketing options you have. E. Typically, the main focus should lie on the awareness and consideration phase because there are so many alternatives offered by competitors that you need to retain a steady share of voice. 53 Q10: Ryan explains to his marketing manager that according to him, building long lasting relationships with customers in the retention phase is of high importance but can come with a massive challenge. What is this challenge? A. It is complex to explain the value of the brand if customers did not identify their buying need yet. B. You can no longer rely on cookies to store customer data. C. The large amounts different kinds of audiences you have in your retention phase requires mass marketing in order to address everybody’s specific needs and demands. D. You need to have customer data in order to be able to communicate with your audience directly which can impact the marketing options you have. E. Typically, the main focus should lie on the awareness and consideration phase because there are so many alternatives offered by competitors that you need to retain a steady share of voice. 54 WEEK 6: Multichannel & omnichannel 55 56  MULTI CHANNEL TWO CHALLENGES MARKETING 1. Managing multiple channels efficiently 2. Attribution 13-1-2025 Titel van de presentatie 57  MULTI CHANNEL ADVANTAGES MARKETING 1. Extent your audience 2. Simplify the customer journey 3. Take advantage of the benefits different channels offer 4. Enhance success rate of retargeting campaigns 5. Turn leads into conversions 6. Combined channels are more effective 13-1-2025 Titel van de presentatie 58  MULTI CHANNEL ATTRIBUTION. WHY? MARKETING – ATTRIBUTION Justify investments​ Better understanding of the CJ​ Better allocation of budgets​ Increased performance​ Creates actionable insights​ 13-1-2025 Titel van de presentatie 59 Q11: What is NOT an advantage of multichannel marketing? A. Extending your audience B. Simplifying the customer journey C. Enhance success rate of retargeting campaigns D. Combined channels are more effective E. It is easier to manage 60 Q11: What is NOT an advantage of multichannel marketing? A. Extending your audience B. Simplifying the customer journey C. Enhance success rate of retargeting campaigns D. Combined channels are more effective E. It is easier to manage 61 Q12: Selma has a hard time convincing her boss that they should work more on providing their customers an omnichannel marketing approach. What could be a quote she could use to convince her boss to start working on their omnichannel approach? A. ‘Life, laugh, love’ B. ‘If I had asked people what they wanted, they would have said faster horses’ C. ‘People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe’ D. ‘You should take the approach that you’re wrong. Your goal is to be less wrong’ E. ‘Create content that teaches. You can’t give up. You need to be consistently awesome.’ 62 Q12: Selma has a hard time convincing her boss that they should work more on providing their customers an omnichannel marketing approach. What could be a quote she could use to convince her boss to start working on their omnichannel approach? A. ‘Life, laugh, love’ B. ‘If I had asked people what they wanted, they would have said faster horses’ C. ‘People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe’ D. ‘You should take the approach that you’re wrong. Your goal is to be less wrong’ E. ‘Create content that teaches. You can’t give up. You need to be consistently awesome.’ 63 Questions? 64  Marketing Management School of Business Marketing and Finance MARCOM Block 2 | Week 2.6 Lecture 6  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 PURCHASE PHASE PROBLEM SOLVING The prospect has chosen a strategy — an approach or a solution — to solve the problem. Now he or she will most likely make a list of providers/suppliers. After comparing the different options, the prospect will make a final purchasing decision. By this point, to provide the best service, you should have stepped into your customer’s shoes, understanding the source of the problem or pain point, and thinking about how your product or service will solve the problem or improve it. If your customer succeeds, you will. 4 SYNONYMS FOR PURCHASE PHASE DO ACTION DECISION CONVERSION ACQUISITION 5  AFTER THE PURCHASE: RETENTION RETENTION Once a customer has made a purchase, your focus should shift to building a long-term relationship. This can be achieved by providing excellent customer service, sending personalized follow-up emails, and offering loyalty programs. Recently, customers expect a tailored experience. Use the data you collect to personalize interactions, product recommendations, and marketing messages. 6  AFTER THE PURCHASE: RETENTION RETENTION Mind you though: there are a lot of companies out there with whom you do business with on a regular basis, but there is hardly any interaction with you and the company after the sale. In the end → creating value = happy customers = people coming back. 7  AFTER THE PURCHASE: ADVOCACY ADVOCACY This is the last stage of the customer journey and the hardest one to achieve: to turn your customer into an active advocate for your brand. They give you great reviews, refer their friends and family, and generate the most powerful kind of marketing there is: word-of- mouth. This is the most challenging stage, but also the most rewarding. To turn customers into advocates, you need to provide exceptional products and service, and make it easy for them to recommend your brand to others. 8  WORD OF MOUTH GOAT OF MARKETING 9 MULTICHANNEL VS. OMNICHANNEL MARKETING TODAY IN THEORY IN PRACTICE IN PRACTICE IN PRACTICE 16 MULTI CHANNEL MARKETING 17  MULTI CHANNEL ADVANTAGES MARKETING 1. Extent your audience 2. Simplify the customer journey 3. Take advantage of the benefits different channels offer 4. Enhance success rate of retargeting campaigns 5. Turn leads into conversions 6. Combined channels are more effective 20-12-2024 Titel van de presentatie 18 Combined channels are more MULTI CHANNEL MARKETING effective Nielsen Research found that campaigns with touchpoints across both television and Facebook experienced a 12 point lift in brand recall compared to campaigns that took place on a single channel. Radio adverts are proven to help consumers remember television advertisements. When these two channels are combined, brand recall for television advertisements has been shown to improve by 35 percent. 20-12-2024 Titel van de presentatie 19  MULTI CHANNEL TACTICS MARKETING 1. Have one consistent image over multiple channels 2. Create a shared marketing calendar 3. Determine the overlap/gaps between the channels and change your content strategy accordingly 4. Determine what content is needed to communicate most effectively with your audience and choose your channels accordingly 20-12-2024 Titel van de presentatie 20  MULTI CHANNEL TWO CHALLENGES MARKETING 1. Managing multiple channels efficiently 2. Attribution 20-12-2024 Titel van de presentatie 21 Managing multiple channels MULTI CHANNEL MARKETING – efficiently MARKETING Marketing automation: AUTOMATION Multichannel marketing automation uses software to orchestrate campaigns across email, social media, SMS, and web. Leveraging customer data and insights, businesses can deliver personalized, timely, and relevant messages to their target audience at scale. 20-12-2024 22  MULTI CHANNEL Marketing automation: MARKETING – MARKETING AUTOMATION 20-12-2024 Titel van de presentatie 23  MULTI CHANNEL ATTRIBUTION MARKETING – ATTRIBUTION The process of tracking and valuing marketing touch points that lead to a desired outcome.​ 20-12-2024 Titel van de presentatie 24  MULTI CHANNEL LAST CLICK ATTRIBUTION MARKETING – ATTRIBUTION 20-12-2024 Titel van de presentatie 25  MULTI CHANNEL WHO IS THE MOST MARKETING – IMPORTANT PLAYER? ATTRIBUTION 20-12-2024 Titel van de presentatie 26  MULTI CHANNEL ATTRIBUTION – MARKETING – MULTIPLE MODELS ATTRIBUTION 20-12-2024 Titel van de presentatie 27  MULTI CHANNEL ATTRIBUTION. WHY? MARKETING – ATTRIBUTION Justify investments​ Better understanding of the CJ​ Better allocation of budgets​ Increased performance​ Creates actionable insights​ 20-12-2024 Titel van de presentatie 28  CHALLENGES MULTI CHANNEL MARKETING – ATTRIBUTION Complex CJ Siloed data BLOGS ADVERTISING FORUM IN FILM / TV TWITTER APP SPONSORSHIP FACEBOOK TALK TO FRIEND CONTENT GOOGLE WEBSITE ATM BRANCH WEBSITE PROMOTION CALL CENTER 20-12-2024 Titel van de presentatie 29 30 Q: WHAT IS THE MAIN DIFFERENCE BETWEEN MULTI CHANNEL AND OMNI CHANNEL THEN? 31  OMNICHANNEL OMNICHANNEL MARKETING MARKETING 32  OMNICHANNEL OMNICHANNEL MARKETING MARKETING To an extent the overarching element we look for in IPA 2 and where you can relate everything said so far in Marcom with. Every little step in your story should/could contribute to this omnichannel marketing approach. Something you should strive for, but won’t succeed in for the same reasons as why multichannel marketing is already so challenging 20-12-2024 Titel van de presentatie 33  Marketing Management School of Business Marketing and Finance MARCOM Block 2 | Week 2.5 Lecture 5  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  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 the brand or don’t They need of the CJ know what 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 4 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.) 19-12-2024 Titel van de presentatie 5  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. 6 THE CUSTOMER JOURNEY: PURCHASE, RETENTION & ADVOCAY TODAY Q: WHAT ARE SYNONYMS FOR THE PURCHASE PHASE (HOW ELSE IS IT CALLED) 9 A: DO ACTION DECISION CONVERSION ACQUISITION 10  PURCHASE LETS ASSUME That you are working for BMW Netherlands. What would you consider a purchase? 11  THE PURCHASE PHASE PROBLEM SOLVING The prospect has chosen a strategy — an approach or a solution — to solve the problem. Now he or she will most likely make a list of providers/suppliers. After comparing the different options, the prospect will make a final purchasing decision. By this point, to provide the best service, you should have stepped into your customer’s shoes, understanding the source of the problem or pain point, and thinking about how your product or service will solve the problem or improve it. If your customer succeeds, you will. 12 Q: WHAT ARE PAIN POINTS KRUIDVAT SHOULD FIX IN ORDER TO DO EVEN BETTER IN THE PURCHASE PHASE? 13  PURCHASE PHASE TACTICS I When people might need you, be there. Aligns very well with place from the marketing mix. Sounds simple but comes with a lot of challenges. 1) If people want to buy their shoes online, but you don’t have a webshop you are already losing an opportunity to generate a sale. 2) People looking for a lunch, but you are not available in Google Maps and/or Tripadvisor. 3) I want to go to the gym on Sunday, but my current gym is closed on Sundays. 14 WHY GENIOUS? 19-12-2024 Titel van de presentatie 15  PURCHASE PHASE TACTICS II Special offers to make sure people buy at your place instead of competitors. 1. Targeted offers and discounts 2. Subscription benefits 3. Providing extra service 4. Free extra’s (premiums) 5. Free trials 6. ? 16  PURCHASE PHASE TACTICS III Make sure that there is as little friction as possible whilst doing business with your company. 1. Offer the demanded payment methods 2. Repeat buying 3. Website functionality 4. Instore experience (shortcuts at IKEA) 5. Parking options 6. ? 17  PURHCASE PHASE TYPE OF CONTENT Price driven Call to action driven Create a sense of urgency 18  PURHCASE PHASE GOALS /KPI’S Sales Leads Downloads Bookings Scheduled meeting Request demo/trial Store visit Specific action taken (fill in your taxes) 19 Q: WHAT IS THE DIFFERENCE BETWEEN RETENTION AND ADVOCAY? 21  AFTER THE PURCHASE: RETENTION RETENTION Once a customer has made a purchase, your focus should shift to building a long-term relationship. This can be achieved by providing excellent customer service, sending personalized follow-up emails, and offering loyalty programs. Recently, customers expect a tailored experience. Use the data you collect to personalize interactions, product recommendations, and marketing messages. 22  AFTER THE PURCHASE: RETENTION RETENTION Mind you though: there are a lot of companies out there with whom you do business with on a regular basis, but there is hardly any interaction with you and the company after the sale. In the end → creating value = happy customers = people coming back. 23  AFTER THE PURCHASE: EXAMPLES OF RETENTION RETENTION DONE WELL? Excellent loyalty Offer unique services Excellent after sales 24 programs communication  AFTER THE PURCHASE: AND MUCH MORE RETENTION Provide personalized customer experiences Build trust with your customers Implement a customer feedback loop Maintain a customer communication calender Send a company newsletter Community building Gamification Etc. 25  AFTER THE PURCHASE: IMPORTANT ASPECT OF RETENTION RETENTION PHASE: CRM 26  AFTER THE PURCHASE: DIRECT MARKETING RETENTION Direct marketing consists of any marketing that relies on direct communication or distribution to individual consumers rather than through a third party such as mass media. It is called direct marketing because it generally eliminates the middleman, such as advertising media. 27 Q: WHAT OPTIONS DOES KRUIDVAT HAVE TO DO DIRECT MARKETING? 28 DIRECT MARKETING OPTIONS AFTER THE PURCHASE: RETENTION Mail Email Phone calls Social media Face to face communication (instore) Text messages Leaflets/catalogues Note: it is considered direct marketing if you have data/information (first party data) which you use to get in touch with the customer. 29  AFTER THE PURCHASE: DIRECT MARKETING RETENTION 30  AFTER THE PURCHASE: ADVOCACY ADVOCACY This is the last stage of the customer journey and the hardest one to achieve: to turn your customer into an active advocate for your brand. They give you great reviews, refer their friends and family, and generate the most powerful kind of marketing there is: word-of- mouth. This is the most challenging stage, but also the most rewarding. To turn customers into advocates, you need to provide exceptional products and service, and make it easy for them to recommend your brand to others. 32 Q: BRANDS WITH A LOT OF ‘ADVOCATES’? 33  AFTER THE PURCHASE: TACTICS ADVOCACY 1. Referral and reward programs 2. Reviews/testimonials/user generated content 3. Content sharing (social media) 4. Community building 34 1. REFERRAL AND REWARD AFTER THE PURCHASE: ADVOCACY PROGRAMS Classic example 35 4. COMMUNITY BUILDING AFTER THE PURCHASE: ADVOCACY 36  WORD OF MOUTH GOAT OF MARKETING 37  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 the brand or don’t They need of the CJ know what 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 START OF THE THE KPI’s 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 START OF THE THE KPI’s 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 START OF THE THE KPI’s 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  Consumer generated Dorito’s: legion of the bold 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 MIDLANDS OF THE THE KPI’s 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  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  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  Marketing Management School of Business Marketing and Finance ITEGRATED MARCOM STRATEGIES Block 2 | Marcom Week 1.1 - Lecture 1  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 THIS IS HOW WE DO IT Every session we will: – Do recap of the previous session – Learn some marketing theory – Practice what we are learning with The Hanze Case Study HOUSE RULES – An active attitude in class – Eagerness to learn – Participate in the discussion – Questions are always welcome – Answers the questions, even if you are not 100% sure – Others? MARCOM & MARKETING What is the difference? 5 THE DIFFERENCE Marketing: Creates superior value​ for customers Marketing communications: Communicates the value to the customer using all promotion tools to engage customers 6 ENGAGING CONSUMERS AND COMMUNICATING CUSTOMER VALUE: INTEGRATED MARKETING COMMUNICATIONS STRATEGY LEARNING OBJECTIVES 14.2 | 14.3 7  IMC 3 MAJOR CHANGES 1 Consumers are changing: Rather than relying on marketer-supplied information, they can use the internet, social media, and other technologies to find information on their own. They can connect easily with other consumers to exchange brand related information or even create their own brand messages and experiences. 2 marketing strategies are changing: Marketers are shifting away from mass marketing, focusing on developing marketing programs designed to engage customers and build customer relationships. 3 changes in the ways companies and customers communicate with each other (new technologies). 8  IMC IN A WORLD… …WHERE CONSUMERS ARE BOMBARDED BY BRAND MESSAGES FROM DIFFERENT SOURCES 9  INTEGRATED WHAT IS IMC? MARKETING COMMUNICATION Carefully integrating and coordinating the company’s many communication channels to deliver one clear, consistent, and compelling message about the organisation and its products / services. 10 11  INTEGRATED WHAT WOULD BEYONCE MARKETING MARKETEERS DO? COMMUNICATION Considering the proliferation of marketing communication tools and opportunities marketers must: 1) identify which tools are the best fit for the audience and marketing objectives and 2) deliver a unified message and coordinated approach across these tools. This meand create a well-coordinated message to engage: The right people At the right time At the right place Doing the right things 12  INTEGRATED IN ESSENCE… MARKETING COMMUNICATION The key is to integrate all different media in a way that best engages customers, communicates the brand message, and 13 enhances the customer's brand experience.  INTEGRATED CONTENT MARKETING MARKETING COMMUNICATION Lines between traditional advertising and new digital content are blurring. Many marketers now view themselves as content marketing managers who create, inspire, share, and curate marketing content—both their own and that created by consumers and others. Creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels. 14 15  DEVELOPING AN 1- IDENTIFYING THE EFFECTIVE MARCOM TARGET AUDIENCE STRATEGY what will be said how it will be said when it will be said where it will be said who will say it 16  DEVELOPING AN 2-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) 17  DEVELOPING AN 3-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 18  DEVELOPING AN 4- 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. 19  DEVELOPING AN 5- 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. 20  DEVELOPING AN 6- COLLECTING EFFECTIVE MARCOM FEEDBACK STRATEGY After sending the message the communicator must research its effect on the target audience and measure behaviour resulting from the content. 21 BREAK? 22 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 24 LET’S GO In just 30 minutes identify the IMC tools used by Hanze and evaluate how effective they are. Create a presentation explaining your findings. This exercise is designed to test your quick-thinking and observational skills, while setting the stage for deeper work during the coming weeks.