Strategic Marketing: Session 3 - Frequency Strategy PDF

STRATEGIC MARKETING SESSION 3 – FREQUENCY STRATEGY TODAY Frequency CRECIMIENTO EN FACTURACIÓN SAME AMOUNT CONSUMED MORE STRATEGIES FOR VOLUME GROWTH Retention Penetration EXISTING NEW CONSUMERS FREQUENCY STRATEGY CRECIMIENTO EN FACTURACIÓN KEY OBJECTIVES OF A FREQUENCY STRATEGY 1. Build top of mind...

STRATEGIC MARKETING SESSION 3 – FREQUENCY STRATEGY TODAY Frequency CRECIMIENTO EN FACTURACIÓN SAME AMOUNT CONSUMED MORE STRATEGIES FOR VOLUME GROWTH Retention Penetration EXISTING NEW CONSUMERS FREQUENCY STRATEGY CRECIMIENTO EN FACTURACIÓN KEY OBJECTIVES OF A FREQUENCY STRATEGY 1. Build top of mind 2. Building a habit: recurrent purchases 3. Pre-empt competition KEY OBJECTIVES OF A FREQUENCY STRATEGY 1. Build top of mind 2. Building a habit: recurrent purchases 3. Pre-empt competition DRIVING TOP OF MIND Coffee brand Entertainment at home Search engine Electric cars TOP OF MIND IS DIFFERENT FROM BRAND AWARENESS THREE DIFFERENT LEVELS OF BRAND AWARENESS Top of Mind Awareness: First brand that comes to mind when thinking of a specific category Unprompted awareness: Brands that come to mind spontaneously when thinking of a category Prompted awareness: Brands that are known in a specific category KEYS TO BUILDING TOP OF MIND 1. Consistent positioning: (the space that a brand occupies in consumers minds) that is differentiated from competitors 2. A comms strategy that brings to life that positioning in a way that stands out 3. A frequency media strategy that constantly reminds consumers of that unique and differentiated positioning KEYS TO BUILDING TOP OF MIND 1. Consistent positioning: (the space that a brand occupies in consumers minds) that is differentiated from competitors 2. A comms strategy that brings to life that positioning in a way that stands out 3. A frequency media strategy that constantly reminds consumers of that unique and differentiated positioning WHAT IS IT? The strategy that allows a brand to take a distinctive position in the mind of a consumer Environment Source: Arcas Advert is ing Brand Pos it ioning KEY ”MUSTS” OF POSITIONING Distinctive Based on brand attributes that make it unique. Valid for the long term. Helps consumers to make the brand “Their brand” POSITIONING: BRAND POSITIONING STATEMENT POSITIONING For Description of your target Brand X is the... Description of the category where you play That.... Description of the benefit that you offer because.... Reasons to believe (proof points) consumer POSITIONING: BRAND POSITIONING STATEMENT For young active soft drink consumers who have little time to sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest levels of caffeine Why is it important to build a solid positioning? Products do things Brands mean things Brand Building = Building Meaning BENEFIT WE OFFER FUNCTIONAL BENEFITS EMOTIONAL BENEFITS BENEFIT WE OFFER Savvy Food Caring Washing Sophistication Footwear Status Transportation KEYS TO BUILDING TOP OF MIND 1. Consistent positioning: (the space that a brand occupies in consumers minds) that is differentiated from competitors 2. A comms strategy that brings to life that positioning in a way that stands out 3. A frequency media strategy that constantly reminds consumers of that unique and differentiated positioning CLEAR AND DIFFERENTIATED COMMS STRATEGY KEYS TO BUILDING TOP OF MIND 1. Consistent positioning: (the space that a brand occupies in consumers minds) that is differentiated from competitors 2. A comms strategy that brings to life that positioning in a way that stands out 3. A frequency media strategy that constantly reminds consumers of that unique and differentiated positioning FREQUENCY MEDIA STRATEGY Highly dependant on category and type of product Need to refresh the message and adapt it to the moment Leverage data and constantly monitor your campaigns Engagement decreases after a certain number of views KEY OBJECTIVES OF A FREQUENCY STRATEGY 1. Build top of mind 2. Building a habit: recurrent purchases 3. Pre-empt competition CHANGING EXISTING HABITS Most often consumers use the brand in a certain manner/occasion. It is very hard to change that LEVERAGE DATA If you liked this, then you might also like.... 27 28 29 CHANGING EXISTING HABITS: Growth Drivers Support the next purchase Association with certain occasions Association with new consumption moments New formats CHANGING EXISTING HABITS: Occasion Based Marketing CHANGING EXISTING HABITS: Growth Drivers CHANGING EXISTING HABITS: Gifting https://www.youtube.com/watch?v=lSU MTg8hWDY&t=36s KEY OBJECTIVES OF A FREQUENCY STRATEGY 1. Build top of mind 2. Building a habit: recurrent purchases 3. Pre-empt competition SUBSCRIPTION SYSTEMS LOADING PROMOS LEVERAGING TECHNOLOGY: VIRTUAL ASSISTANTS LEVERAGING TECHNOLOGY: VIRTUAL ASSISTANTS