Marketing communications
Branding, marketing campaigns

Tuija Marstio

Lohja

www.laurea.fi

22.10.2013
Today:
 Rehearsal of marketing communication mix with
cards
Why to build a brand: the benefits and value of
having a bra...
Advertising
Public Relations
Publicity
Ingredients
of the
Promotion
Mix

Sponsoring
Personal Selling
Sales Promotion
Direc...
Advertising:

Any paid form of nonpersonal communication
about an organization, product, service, idea
or cause by an iden...
Personal selling:
Involves two-way, personal communication between
salespeople and individual customers whether face to
fa...
Publicity:

Conscious effort to gain "free" time or space in the
media for positive news or other stories about the
compan...
Criteria for a global brand
• At least 30 percent of revenues must come
from outside the brand’s home region
• It must hav...
Best global brands 2013
1. Apple
2. Google
3. Coca-Cola
4. IBM
5. Microsoft
6. GE (General Electric)
7. McDonald’s
8. Sams...
Brand value
• Brands area considered as part of the company’s capital
with economic value
•Ex. brand value of Apple is 73 ...
Case The Swedish Royal Family

- The Royal Family costs 45 million SKR
a year (2003)
- Brand value: income via the imagina...
• There are global brands but not
global motives for buying these
brands. There may be global markets
but most consumption...
Case Coca- Cola
- Key to success: efficient
distribution system
Main goal: ”To be within an
arm’s reach for desire”
- Liqu...
Case Coca- Cola
> Dynamic storytelling
with continuous content
procuction online
The most valuable
message grows by itself...
Case GE
- Image in 2008: conservative,
technical, difficult to approach
How to make the brand more human?
New image: ”bada...
Case GE: From campaigns to continuous
communication
The GE Show: How the technologies are changing our lives?
– Instead of...
What is a brand?
= Added value which the consumer perceives. A value
worth of paying extra – in comparison with a nameless...
Core concepts related to brands
• Image
• Added value: a branded product offers to the user
more than just the product
• P...
Historical brands
•
•
•
•
•
•
•
•
•
•

Grand Marnier (1872),
Heinz (1876),
Michelin (1889),
Philips (1891),
American Expre...
Connection
between the
brand and the
client

FEELING
STRONG EXPERIENCE

Touching the client on
emotional level
Products vs. Brands

• A product occupies functional
territory. It does something.
• A brand exists in your head. It stand...
Products vs. Brands

• A product expands choice. ”Where do
you want to stop for lunch?”
• A brand simplifies choice: ”Let’...
A strong brand is strong even when the
economy is shaking
Wuf wuf! said the dog with his luxus brand
coat
Case Reino
(Suomen kumitehdas)
- 1932 Production started
- 1941 Control period: Reino slippers with
5 points
- 1998: Production to Lyon > Zlin
- 2005: Sw...
Marketing the slippers
http://www.reinokauppa
.fi/product_catalog.php?
c=9
Nostalgic feelings, made
in Finland, ecological...
Power brands

(S&K.Lindroos, Nyman, 2005)

WILL

Identity
brands

Spiritual level

Level of social
identity

NEED

Icon br...
Customer:
”The world does revolve around me”

28
THE GRAND EFFIE FINLAND 2009

”Kunnon jauhelihassa lukee Snellman”
It's not easy being minced meat.
You're the best-sellin...
Marketing Communication Planning
Process
S
O
S
T
A
C

1. Situation analysis: define the
opportunities or problems
2. Defin...
The 3Ms

Men
Money
Minutes

(PR Smith & Ze Zook, 2011)
Objective
s
Where we need
The audience to be

CHANGE IN
BEHAVIOUR
OR
PERCEPTION

Gap
Where the audience will
be without ou...
Objective
s
S

Specific

M

Measurable

A

Actionable

R

Realistic

T

Time specific

(PR Smith & Ze Zook, 2011)

10/22/2...
Developing effective Marketing
Communications
1. Identify the target audience: Decide whom the message
should reach. VISUA...
David and Goliath
Following a
high profile
action by
Greenpeace
and public
pressure, the
global oil and
gas company
Shell reverses
its decis...
When drunk you
behave like an idiot

Cool?

Embarrassing?
Developing effective Marketing
Communications
1. Identify the target audience: Decide whom the message should reach.
VISUA...
Case: A ban of smoking in public places

2003: ”There is no chance”>
Shift the debate from smokers rights to ”health and
s...
Case Dove: Campaign for Real Beauty
• Research finding:
• Most women do not consider themselves beautiful.
After reading a...
Revlon: ”We are not selling cosmetics – we are selling hope”

Dove is selling self-esteem: cosmetic products marketing
and...
Case Dove
•
•

http://www.youtube.com/watch?v=iYhCn0jf46U
(Dove evolution)

•
•

http://www.youtube.com/watch?v=7-kSZsvBY-...
Developing effective Marketing
Communications
1. Identify the target audience: Decide whom the message should reach.
VISUA...
Teamwork:

Analysis of an ongoing marketing campaign

1.Observe what local/regional/international
marketing campaigns are ...
References:
•
•
•
•
•
•
•
•
•
•

A.Barnard & C.Parker, 2012: Campaign It!
J. Blythe,2006: Essentials of Marketing Communic...
Branding marketing campaigns
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Branding marketing campaigns

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Selected slides of a lecture on marketing communication. The first session covered the marketing communications mix and this second starts with recalling them and moving on to branding, online content strategy for brand building and marketing campaigns

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Branding marketing campaigns

  1. 1. Marketing communications Branding, marketing campaigns Tuija Marstio Lohja www.laurea.fi 22.10.2013
  2. 2. Today:  Rehearsal of marketing communication mix with cards Why to build a brand: the benefits and value of having a brand  Brand building Marketing campaigns
  3. 3. Advertising Public Relations Publicity Ingredients of the Promotion Mix Sponsoring Personal Selling Sales Promotion Direct Marketing
  4. 4. Advertising: Any paid form of nonpersonal communication about an organization, product, service, idea or cause by an identified sponsor Sales promotion: Mass communications technique that offers short-term incentives to encourage purchase or sales of a product or service • Is an incentive to get customers, channel members, or the sales force to take some action (like buying) 4
  5. 5. Personal selling: Involves two-way, personal communication between salespeople and individual customers whether face to face, by telephone or through video conferencing Public Relations: Creating favourable images of the company or organisation in the minds of consumers - Means of creating goodwill value for a company - The basic PR tools: sponsoring, publicity, corporate advertising 5
  6. 6. Publicity: Conscious effort to gain "free" time or space in the media for positive news or other stories about the company Sponsoring: Hiring and exploiting a certain person, group, event or other activity, for defined marketing communication purposes Direct marketing: Direct communication through nonpersonal media with carefully targeted individuals to obtain an immediate response 6
  7. 7. Criteria for a global brand • At least 30 percent of revenues must come from outside the brand’s home region • It must have a presence in at least three major continents, as well as broad geographic coverage in emerging markets • There must be sufficient publicly available data on the brand’s financial performance • Economic profit must be expected to be positive over the longer term, delivering a return above the brand’s operating and financing costs • The brand must have a public profile and awareness above and beyond its own marketplace. 7
  8. 8. Best global brands 2013 1. Apple 2. Google 3. Coca-Cola 4. IBM 5. Microsoft 6. GE (General Electric) 7. McDonald’s 8. Samsung 9. Intel 10. Toyota 11. Mercedez-Bentz 12. BMW 13. Cisco 14. Disney 15. HP http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx
  9. 9. Brand value • Brands area considered as part of the company’s capital with economic value •Ex. brand value of Apple is 73 billion EUR Criterias for evaluation: brand profit, strength, stability, markets, geographical coverage, consistency, protection (Digitoday 30.9.2013, S & K Lindroos, G. Nyman, 2005)
  10. 10. Case The Swedish Royal Family - The Royal Family costs 45 million SKR a year (2003) - Brand value: income via the imaginary value of the Royal Family for the industry, trade, tourism and scientific cooperation (e.g. Nobel Gala) → Brand value of the Royal Family: 900 M SKR - Diplomatic activities form a valuable part of PR (Lindberg-Repo, 2005)
  11. 11. • There are global brands but not global motives for buying these brands. There may be global markets but most consumption patterns are local • Douglas Daft, Coca-Cola’s CEO, 2000: ” People don’t buy drinks globally” (De Mooij, 2011)
  12. 12. Case Coca- Cola - Key to success: efficient distribution system Main goal: ”To be within an arm’s reach for desire” - Liquid Content strategy in 2011 - From paid advertising to (earned) online visibility (Picture: Wikipedia)
  13. 13. Case Coca- Cola > Dynamic storytelling with continuous content procuction online The most valuable message grows by itself! http://www.youtube.com/watc h?v=LerdMmWjU_E http://us.coca-cola.com/ (Hakola, Hiila, 2012) Picture: Albert Bridge
  14. 14. Case GE - Image in 2008: conservative, technical, difficult to approach How to make the brand more human? New image: ”badass machines” Message: ”We are machine freaks, we love science and we believe in technology” * Content strategy for digital media to obtain better visibility and interaction in social media (Kauppalehti 30.9.2013) (Picture: Flickr/Ranieri Ribeiro )
  15. 15. Case GE: From campaigns to continuous communication The GE Show: How the technologies are changing our lives? – Instead of a campaign, a continuous interactive programme - games, videos, infographics Results: 1,4 M visitors, average time spent 12 min. Reaching B2B decision makers via B2C context! (Hakola, Hiila,2012) http://www.ge.com/thegeshow/ (Picture: Zcochrane/Innotrans 2010 )
  16. 16. What is a brand? = Added value which the consumer perceives. A value worth of paying extra – in comparison with a nameless, brandless product which fullfils the same purpose - Brand integrates the company’s communication
  17. 17. Core concepts related to brands • Image • Added value: a branded product offers to the user more than just the product • Promise: the promise of the company to continuously offer the same product /service (Vuokko, 2003)
  18. 18. Historical brands • • • • • • • • • • Grand Marnier (1872), Heinz (1876), Michelin (1889), Philips (1891), American Express (1850), Heineken (1864), Shell (1890), Asperine (1899), Gillette (1901), Paulig (1876) 18
  19. 19. Connection between the brand and the client FEELING STRONG EXPERIENCE Touching the client on emotional level
  20. 20. Products vs. Brands • A product occupies functional territory. It does something. • A brand exists in your head. It stands for something. • A product is based on something tangible. It’s bigger, faster, longer lasting. • A brand is based on associations. It makes you feel something.
  21. 21. Products vs. Brands • A product expands choice. ”Where do you want to stop for lunch?” • A brand simplifies choice: ”Let’s go to Hessburger • One product can be identical to another. ”It comes with earphones” • A brand differentiates.” I want the one with white earbuds”
  22. 22. A strong brand is strong even when the economy is shaking Wuf wuf! said the dog with his luxus brand coat
  23. 23. Case Reino (Suomen kumitehdas)
  24. 24. - 1932 Production started - 1941 Control period: Reino slippers with 5 points - 1998: Production to Lyon > Zlin - 2005: Swimming against the stream: production back to Finland
  25. 25. Marketing the slippers http://www.reinokauppa .fi/product_catalog.php? c=9 Nostalgic feelings, made in Finland, ecological The pop-stars using Reinos (Ville Valo, Kari Tapio, Juice Leskinen 26
  26. 26. Power brands (S&K.Lindroos, Nyman, 2005) WILL Identity brands Spiritual level Level of social identity NEED Icon brands WISH The different tasks of brands Functional level of consumption Harley D. ”Use Rexona…”
  27. 27. Customer: ”The world does revolve around me” 28
  28. 28. THE GRAND EFFIE FINLAND 2009 ”Kunnon jauhelihassa lukee Snellman” It's not easy being minced meat. You're the best-selling meat product, yet no one knows you by name or shows appreciation. You're a replaceable mass product, a cheap loss leader. http://www.youtube.com/watch?v=d754A7GKOqg&feature=relmfu http://www.youtube.com/watch?v=SieLHmS0Mjo http://www.youtube.com/watch?v=0oE5a3Pjbrs&featur e=related
  29. 29. Marketing Communication Planning Process S O S T A C 1. Situation analysis: define the opportunities or problems 2. Define the objectives 3. Define the target group(s) and, if necessary, the target group -specific goals 4. Define the preliminary budget 5. Choose the required combination of communication methods 6. Make the specific decisions for each marketing communication method 7. Consider the implementation 8. Define the evaluation methods: how are the results assessed (Vuokko, 2003; PR Smith & Ze Zook, 2011)
  30. 30. The 3Ms Men Money Minutes (PR Smith & Ze Zook, 2011)
  31. 31. Objective s Where we need The audience to be CHANGE IN BEHAVIOUR OR PERCEPTION Gap Where the audience will be without our campaign Start of campaign TIME End of campaign (Barnard & Parker, 2012) 32
  32. 32. Objective s S Specific M Measurable A Actionable R Realistic T Time specific (PR Smith & Ze Zook, 2011) 10/22/2013 Laurea-ammattikorkeakoulu 33
  33. 33. Developing effective Marketing Communications 1. Identify the target audience: Decide whom the message should reach. VISUAL LANGUAGE IS IMPORTANT! 2. Determine the response sought: What would the audience like to do after they get the message? 3. Choose the message. Write the copy, or produce and appropriate image. 4. Choose the channel. Decide which medium is most appealing to the audience. 5. Select the source’s attributes. Decide what it is about the product or company that needs to be communicated. 6. Collect feedback. E.g. carry out a market research (Blythe, 2006)
  34. 34. David and Goliath
  35. 35. Following a high profile action by Greenpeace and public pressure, the global oil and gas company Shell reverses its decision to dump the Brent Spar oil platform in the Atlantic Ocean. Greenpeace at Brent Spar
  36. 36. When drunk you behave like an idiot Cool? Embarrassing?
  37. 37. Developing effective Marketing Communications 1. Identify the target audience: Decide whom the message should reach. VISUAL LANGUAGE IS IMPORTANT! 2. Determine the response sought: What would the audience like to do after they get the message? 3. Choose the message. Write the copy, or produce and appropriate image. 4. Choose the channel. Decide which medium is most appealing to the audience. 5. Select the source’s attributes. Decide what it is about the product or company that needs to be communicated. 6. Collect feedback. E.g. carry out a market research (Blythe, 2006)
  38. 38. Case: A ban of smoking in public places 2003: ”There is no chance”> Shift the debate from smokers rights to ”health and safety”(those influenced by smoke, e.g. bar staff. Salami tactics to chop the the problem up into slices: - Smoking in cabs - Smoking in cafes and pubs etc. http://www.youtube.com/watch?v=e7vrbpp3IMk&NR=1 Anti-Smoking PSA: Cannes Lion Winner/2008
  39. 39. Case Dove: Campaign for Real Beauty • Research finding: • Most women do not consider themselves beautiful. After reading a fashion magazine full of images of ideal beauty, most women reported that they felt less attractive. (Hackley, 2010) 10/22/2013 Laurea-ammattikorkeakoulu 40
  40. 40. Revlon: ”We are not selling cosmetics – we are selling hope” Dove is selling self-esteem: cosmetic products marketing and advertising should make women feel more, not less attractive. (Hackley, 2010)
  41. 41. Case Dove • • http://www.youtube.com/watch?v=iYhCn0jf46U (Dove evolution) • • http://www.youtube.com/watch?v=7-kSZsvBY-A (Dove evolution parody) • http://www.youtube.com/watch?v=Ei6JvK0W60I&feature=BFa&list =FL3miNZizUfXLS4AQEMFqDcw (Beauty Pressure) 10/22/2013 Laurea-ammattikorkeakoulu 42
  42. 42. Developing effective Marketing Communications 1. Identify the target audience: Decide whom the message should reach. VISUAL LANGUAGE IS IMPORTANT! 2. Determine the response sought: What would the audience like to do after they get the message? 3. Choose the message. Write the copy, or produce and appropriate image. 4. Choose the channel. Decide which medium is most appealing to the audience. 5. Select the source’s attributes. Decide what it is about the product or company that needs to be communicated. 6. Collect feedback. E.g. carry out a market research (Blythe, 2006)
  43. 43. Teamwork: Analysis of an ongoing marketing campaign 1.Observe what local/regional/international marketing campaigns are going on at the moment 2.Pick up a campaign that is of your interest 3. Make an analysis of the campaign: - On basis of the visual presentation, medium, and slogans, to which audience(s) is the campaign directed to? - What is the core message /unique sales proposition? - Analyze the campaign in terms of the media used 4. Discuss and decide what would you do differently in the campaign You will present your findings in form of a pppresentation (2-3 slides), 10 -15 minutes at 13:00. 10/22/2013 Laurea-ammattikorkeakoulu 44
  44. 44. References: • • • • • • • • • • A.Barnard & C.Parker, 2012: Campaign It! J. Blythe,2006: Essentials of Marketing Communications C.Hackley, 2010. Advertising & Promotion; Ida Hakola & Ilona Hiila, 2012: Strateginen ote verkkoon S. & K. Lindroos, G.Nyman, 2005: Kirkas brändi N.Malmelin, J. Hakala, 2007: Radikaali brändi Marieke de Mooij, 2011: Consumer behaviour and culture C.Rose, 2010. How to win campaigns PR Smith and Ze Zook, 2011. Marketing Communications P. Vuokko, 2003: Markkinointiviestintä – merkitys, vaikutus, keinot 45
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