Understanding and Communicating to customers 2010

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Integrated Marketing Communications requires understanding and communicating to customers better than your competition

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Understanding and Communicating to customers 2010

  1. 1. UNDERSTANDING, COMMUNICATING TO CUSTOMERS Prof. Remigio Joseph A. De Ungria Jr., MBA Ateneo Graduate School of Business
  2. 2. What we will discuss… <ul><li>Demo: Miscommunication </li></ul><ul><li>What is IMC (Definitions)? </li></ul><ul><li>Why? </li></ul><ul><li>How? </li></ul>
  3. 3. Miscommunication can be embarrassing & costly 1. Demo Source: http://www.ahajokes.com/ads47.html
  4. 4. Miscommunication can be embarrassing & costly 1. Demo Source: http://www.ahajokes.com/ads47.html
  5. 5. Miscommunication can be embarrassing & costly 1. Demo Source: http://www.ahajokes.com/ads47.html
  6. 6. Miscommunication can be embarrassing & costly 1. Demo Source: http://www.ahajokes.com/ads47.html
  7. 7. Do you remember this? Nakatikim ka na ba ng kinse anyos?
  8. 8. The Business and Ethics of Double Entendre (Meanings)
  9. 9. When bad ethics can mean good business…
  10. 10. What is Marketing? <ul><li>System of continuously & profitably creating value that </li></ul>needs, wants & demands 2. Definitions Satisfies customer Better than competition
  11. 11. Marketing considers 3 Strategic Cs <ul><li>Customers </li></ul><ul><ul><li>The customer is not always right! </li></ul></ul><ul><li>Company </li></ul><ul><ul><li>You are in business for the long term </li></ul></ul><ul><li>Competition </li></ul><ul><ul><li>Benchmark performance </li></ul></ul>2. Definitions
  12. 12. What is mktg communication? <ul><li>Interactive dialogue </li></ul><ul><ul><li>(exchange of information) </li></ul></ul><ul><li>Between company & its customers </li></ul><ul><li>Before </li></ul><ul><li>During </li></ul><ul><li>After Selling </li></ul>2. Definitions
  13. 13. Consumer needs to receive your message! 3. Why? SENDER NOISE ENCODING MESSAGE MEDIA DECODING RECEIVER RESPONSE FEEDBACK
  14. 14. Listening saves us time, effort and money Sample of New Product Development: Swing 3. Why?
  15. 15. Listening saves us time, effort and money Sample of New Product Development: Swing 3. Why?
  16. 16. Listening saves us time, effort and money Sample of New Product Development: Swing 3. Why?
  17. 17. Listening saves us time, effort and money Sample of New Product Development: Swing 3. Why? Japanese Inventions
  18. 18. Avoid joining products that are no longer here… <ul><li>Pagers, typewriters </li></ul><ul><li>Rave 3 in 1 shampoo </li></ul><ul><li>Unlimited educational plans </li></ul><ul><li>Simple “telephone” operators </li></ul>3. Why?
  19. 19. Research helps us understand our customers <ul><li>What they need, want & expect </li></ul><ul><li>Their views amidst the noise </li></ul><ul><li>Their response & feedback </li></ul><ul><li>Their codes & lingo </li></ul><ul><li>What is the best media mix to reach them? </li></ul>4. How?
  20. 20. Many Ways to Listen 4. How?
  21. 21. Types of Qualitative Research <ul><li>Focus Group Discussion </li></ul><ul><li>Depth interview </li></ul><ul><li>Home visit </li></ul><ul><li>Mystery shopping </li></ul><ul><li>Observed shopping </li></ul><ul><li>Accompanied </li></ul><ul><li>Guerilla interview </li></ul><ul><li>Diaries </li></ul>4. How?
  22. 22. Predict & ride the future… <ul><li>Market cycles trump products </li></ul><ul><li>Let the current work for you </li></ul><ul><ul><li>Ride trends not fight them </li></ul></ul>Project Future 4. How?
  23. 23. After understanding, Communicate in clear terms… 4. How?
  24. 24. Listen to all 3Cs <ul><li>Customers </li></ul><ul><li>Company </li></ul><ul><li>Competition </li></ul><ul><li>Want Everything </li></ul>Do it Everyday Observe Everywhere 4. How?
  25. 25. P, Promo = IMC : Choose , mix 5 communication modes <ul><li>Advertising </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Public Relations </li></ul><ul><li>Personal Selling </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Why buy? </li></ul><ul><li>Buy Now! </li></ul><ul><li>The Alibi </li></ul><ul><li>1 on 1 buy </li></ul><ul><li>Never say goodbye! </li></ul>4. How? Philip Kotler
  26. 26. P, Promo = IMC : Distinguished mass vs. personal <ul><li>MASS Communication </li></ul><ul><li>S ales Promotion </li></ul><ul><li>A dvertising </li></ul><ul><li>P ublic Relations </li></ul><ul><li>Personal Communication </li></ul><ul><li>D irect Marketing </li></ul><ul><li>P ersonal Selling </li></ul>4. How?
  27. 27. Communicating for 21 st century- Choose , mix 7 communication modes <ul><li>MASS Communication </li></ul><ul><li>(SAPE) </li></ul><ul><li>S ales Promotion </li></ul><ul><li>A dvertising </li></ul><ul><li>P ublic Relations </li></ul><ul><li>E vents & Experiences </li></ul><ul><li>Personal Communication </li></ul><ul><li>(DPW) </li></ul><ul><li>D irect Marketing </li></ul><ul><li>P ersonal Selling </li></ul><ul><li>W ord of Mouth </li></ul>4. How?
  28. 28. Sales Promotion = Buy Now! <ul><li>Short term incentives </li></ul><ul><li>To try or buy now </li></ul><ul><li>And buy more </li></ul>4. How? Masscom = SAPE
  29. 29. Advertising announces to many! <ul><li>Paid form </li></ul><ul><li>Nonpersonal promotion </li></ul><ul><li>Of ideas, goods or services </li></ul><ul><li>By identified sponsor </li></ul>4. How? Masscom = SAPE
  30. 30. Advertising while you’re on the go! 4. How? Masscom = SAPE
  31. 31. Advertising when you stop! 4. How? Masscom = SAPE
  32. 32. Ads where you play! 4. How? Masscom = SAPE
  33. 33. Ads everywhere you go! <ul><li>ROTA ADS </li></ul>4. How?
  34. 34. Public Relations is Image Building <ul><li>Promote or protect company’s </li></ul><ul><ul><li>Image to community </li></ul></ul><ul><ul><li>Products to consumers </li></ul></ul><ul><ul><li>and interests </li></ul></ul><ul><ul><li>During good and bad times! </li></ul></ul>4. How?
  35. 35. Many PR opportunities Publications Public Service Donations & Sponsorships 4. How? Masscom = SAPE News Speeches
  36. 36. Events & Experiences Concerts Movies Amusement Parks Cruise Birthdays 4. How? Masscom = SAPE Sports
  37. 37. Direct marketing is interactive anywhere! <ul><li>Use 1 or more media </li></ul><ul><li>To effect a measurable response </li></ul><ul><li>At any location </li></ul>4. How? Personal Comm = DPW Direct Mail Catalog Marketing Telemarketing Interactive TV Kiosk Web Marketing
  38. 38. Personal Selling is 1 on 1 <ul><li>Face to Face interaction </li></ul><ul><li>To present </li></ul><ul><li>To answer questions </li></ul><ul><li>To get the order </li></ul>4. How? Personal Comm = DPW
  39. 39. Word of Mouth: Trust & Free <ul><li>Buzz & Viral Marketing </li></ul><ul><li>Contamination Marketing </li></ul><ul><li>www.contaminationmarketing.com </li></ul><ul><li>Opinion Leaders </li></ul>4. How? Personal Comm = DPW
  40. 40. 8 Steps for Effective IMC 1. Identify target market 2. Determine communication objective 3. Design message 4. How?
  41. 41. 4. Select channels 5. Establish budget 8 Steps for Effective IMC 4. How?
  42. 42. 8 Steps for Effective IMC <ul><li>6. Mix and match </li></ul>4. How? Consumer goods Industrial goods
  43. 43. 7. Measure the communications’ results 8. Manage IMC process 8 Steps for Effective IMC 4. How?
  44. 44. Why repeat, focused communications? <ul><li>People are complex, busy, forgetful… </li></ul><ul><li>They have selective… </li></ul><ul><li>Attention </li></ul><ul><li>Distortion </li></ul><ul><li>Retention </li></ul>4. How?
  45. 45. Sometimes, you need to make the black hearts the new standard! 4. How?
  46. 46. Summary for effective IMC <ul><li>Do your research </li></ul><ul><li>Know your objectives & your market </li></ul><ul><li>Execute your IMC (SPEND) </li></ul><ul><li>Evaluate </li></ul><ul><li>Do it all over again </li></ul>4. How?
  47. 47. UNDERSTANDING, COMMUNICATING TO CUSTOMERS Prof. Remigio Joseph A. De Ungria Jr., MBA Ateneo Graduate School of Business

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