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제일기획사보 200410_홀리스틱 마케팅
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제일기획사보 200410_홀리스틱 마케팅

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제일매거진 2004년 10월호

제일매거진 2004년 10월호
홀리스틱 마케팅 캠페인의 전개 방법
양경렬 팀장 씀

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제일기획사보 200410_홀리스틱 마케팅 Document Transcript

  • 1. 2 / , gyung.yang@samsung.com . VPC(Vice President of Communi- , cation) . VPC . . 4 . PR, , , , , , , , , POS(Point of Sale) . VPC . . , . . . , . (Touch Point) . . . (Beyond Advertising) , . 2004.10 11
  • 2. < 1> The Hire www.bmwfilms.com DVD Z4 BMW BMW 1300 (Viewer) ( 1 ). . (Buzz Marketing Word of Mouth) BMW The Hire . 2003 5 BMWfilms.com (Matrix Reloaded) The Hire BMW , (Ang Lee) , (Snatch) (Guy Ritchie) . (High-tech, Futuristic, Stylish) , & (Young and . Techie) BMW . BMW . 52 TV, , , , , , PR , (Corporate . Screening), PR , (Fallon) CD , (Bruce Bildsten) (A strategy of going from a whisper to roar) . . 3 (Multiple Touch Point) 6 12
  • 3. < 2> DigitAll Matrix Campaign . Meow TV Tour ( 2~3 ). . 35 TV 97% (New & Big Idea) ( 4 ). < 3> DigitAll Matrix Campaign . (Meow Mix) . , TV TV . (Jingle) , , 30 , 2004.10 13
  • 4. < 4> Meow Mix - Meow Tour , , . , PR, , , , , . , KBP 4 . . . (Value Proposition) . 1. Executive Level Commitment (Sweet Spot) . . . (Buzz) (Big Idea) . VPC . CEO . . 2. Organization Structure . . . . < 5> . 14
  • 5. < 5> Consumer Business Plan Marketing Plan Marketing Mix Distribution Product Price Channels Marketing Communications Advertising Promotion Direct Marketing Public Relations Sponsorships Customer Point-of- Packaging Personal Selling Licensing Specialties Service Purchase 3. Situation Analysis . 9. Set-up Evaluation Plan (Learning Point) . . 4. Target Identification 10. Sell with Passion . . 5. Campaign Objective & Strategy Development (Spider Chart) ( 6). . 6. Planning . (Customer-centric), . (Channel Agnostic) (from Ground Zero) . . 7. Big Idea & Message with Target , . 8. Team Commitment . , 2004.10 15
  • 6. < 6> (Spider Chart) Advertising Packaging Promotion Television Bursts on outer packaging front FSI/Promotional print Print Copy on packaging back Promotionally tagged radio, TV Radio Information inside of package On/Off premise activity Role Build broadscale awareness Role Tie-breaker at shelf Role Motivate purchase behavior, brand loyalty & retention Public Relations Co-Marketing Product placement on shows Core Idea / Concept In-store Sweepstake Free press in magazines, radio, The basic premise of the Gift with purchase TV, Newspapers program summarized in Role Extends programs at the Role Generate incremental one or two sentences account/chain level media coverage Experiential Marketing CRM Retail Activation Events/Mobile marketing (Customer Relationship Marketing) Point of Sale materials displays, Interactive Kiosks Direct Mail/Email on-shelf signage, floor graphics, Role Immerse consumers in the Direct TV posters, danglers, table tents etc brand, get them to interact Role Develop & strengthen 1 to 1 Role Drives awareness at shelf with the brand, establish relationships with consumers, and volume individual contact data capture & build loyalty . . , . , . . . , , , , . . . , . . (Contact) . . . 4 (Connection rather than contact) . . , , , (Long-term Value), , , 3 (Lifetime Value) . . 16