Emotion marketing

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Estudo sobre o Marketing Emotion

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Emotion marketing

  1. 1. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA EMOTION MARKETING The Hallmark way of winning customers for life Scott Robinette & Claire Brand with Vick Lenz Addaptated: Tiago Antonio Ferreira da Silva McGraw – Hill, New York,2001
  2. 2. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA PORPOSE • In writing this book we struggled with the idea of how “add emotion” to business theories and marketing principles. It is simple: It is the right message At the right time To the right people
  3. 3. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The Emotional E´s • Equity • Experience(relationship) • Energy ( Convenience )
  4. 4. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The Emotional E´s: Equity • Equity • Experience(relationship) • Energy ( Convenience )
  5. 5. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The Emotional E´s:Equity • Equity= Is a combination of the trust a brand earns and identity that allows consumers to feel emotionally conected to it.
  6. 6. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The Emotional E´s:Experience • Equity • Experience(relationship) • Energy ( Convenience )
  7. 7. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The Emotional´s: EXPERIENCE • Experience= Deals with customers interaction with a brand Visit to a store Visit to a web site Employee contacts Communications Visit to the factory Loyalty programs
  8. 8. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The Emotional E´s : EXPERIENCE Ritz-Carlton Hotel employees are empowered to do whatever it takes to ensure satisfaction. “ We are Ladies and Gentlemen Serving Ladies and Gentlemen.”
  9. 9. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The Emotional E´s : EXPERIENCE • http://www.youtube.com/watch?v=KosJK_ZMMu0 HEART and Soul Giant piano Keyboard Whimsical * enviroment Entertaining emploeeys And a scope of the procuct offering háve made FAO SCHAWARZ A TOY LOVES MECCCA FAO = For attention off
  10. 10. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA EXPERIENCE Sales and Marketing Management Dell computers said: “Research shows that a positive customer experience drives more e-loyalty than traditional attributes like product slection or price”. Quality On time delivery Two Drives of e-loyalty
  11. 11. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The Emotional E´s:Energy • Equity • Experience(relationship) • Energy ( Convenience )
  12. 12. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Energy: Convenience + Save time Energy is the investiment of time and effort a customer makes in a product or service. Is it easy? Accessible? Worthwhile? 60% of potencial customers drop away each additional click in order. Process., According to forrester researcher. Amazon.com leads the way with 1-click ordering. Online shopping saves Energy and eliminating errands.
  13. 13. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA ENERGY e.g. Inform customers by email if their flight has been canceled or delayed. Delivers groceries on demand Club gold members find their rental cars parked in a weather protect space with the key in the ignition. One click order
  14. 14. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Value and basic human needs Love,passion,guilt,acceptance Selt-esteem,self image Heath,security,safety Atatus,achievement Security,greed,power Trust,hope,faith,belief Expression,pleasure,control Escape,freedom Escape,simplicity,involvement Fun,laughter relief, from pressure,stabilityCircumstance Stronger Weaker FromMadduck,Fulton Marketing Top of the Mind
  15. 15. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Value and basic human needs • To provide value,a company can associate its brand with helping a customer satisfy higher level needs.By meeting more than one need,it is possible to exponentially improve the chances of differentianting a company from its competition.
  16. 16. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Emotion – Bridging needs and behavior • Motives reside primarily in the unconscius mind,which makes them nearly impossible to fully understand or predict on a conscious level.
  17. 17. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Emotion – Bridging needs and behavior “ Root impulses to act,the instant plans for handling life” The very root of the word emotion is the Latin verb movere, “ to move ”. Emotional Intelligence, Daniel Goleman defining motion
  18. 18. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Emotion – Bridging needs and behavior “Emotions actually stimulate the mind 3000 times faster than regular thought.”
  19. 19. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Think and Feel Head • Reflection • Conscious thoughts • Basic needs • Reason by objective • Evidence • Prudence • Transactional • Features • What ( Verbal ) Heart • Action • Unconscious feelings • Higher needs • Beliefs justified by feelings • Passion/Meaning • Relational • Benefits • How ( Perceptual )
  20. 20. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The new paradigma • “ The old paradgma held na idea of reason freed of the pull of emotion,” Goleman says: The new paradigm urges us to harmonize head and heart.”
  21. 21. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Behind a brande • The power behind a brand name that consumers insist on is undeniable. • It all begins with a promise to deliver value to consumers.
  22. 22. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Powerful brands • Powerful brands assert their strength at every phase of a customer relationship. • They make it easier to: • Acquire new customers • Retain and grow current customers • Cross-sell complementary products and services • Establish positive word of mouth and earn referrals • Fend off competitors. • Win back defections.
  23. 23. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Consumers x Companies • Consumers can eventually think so highly of a company that the business relationship begins to resemble a personal one. • People come to rely on, seek out and support brands much like they do certain friendships.
  24. 24. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Relationship behind the choice • The effort it takes to research,experience,and evaluate many option is overwhelming compared to simply relying on a relationship that has passed the test of time – so often the simplest choice is to go with a trusted brand.
  25. 25. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Equity • Equity depends on how the company presents itself versus how consumers perceive it. When identity and image do not match,the result is a lack of clarity,rapport,and trust.And where there is no trust, there will be no equity, since the two travel hand in hand.
  26. 26. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The company identity • A company begins asserting an identity with its aspirations: • What does it strive to be? • What promises does it intend to deliver?
  27. 27. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Message “A solid brand constantly repeats its message and reinforces its personality” .
  28. 28. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Align with customers • A company must align its identity with all its customers interactions.Things like: Retail enviroment Product and packaging Web site Direct mail and email Mass advertising : television,print,radio,outdoor Call center Customer service reps.
  29. 29. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Harley Davidson • Fulfilling basic emotional needs for adventure,freedom,and safe,honest rebellion. • Harley Davidson sell a life style.
  30. 30. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Brand Equity • Brand Equity is an enormously valuable asset. • Equity benefits all stages of customer relationship. • Acquisition,Retention,cross-selling and ractivation.
  31. 31. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Equity has two components • Brand identity:Is what a company strives to be, its aspirations,personality and consumer promises. • Brand image:is how consumer actually perceive the brand identity.
  32. 32. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Experience • Is the collection of points at which companies and consumers exchange sensory stimli,information and emotional.
  33. 33. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Experience • A company must stir people’s interest,excite them,turn them from satisfied shoppers into raving advocates. • There is no better way to do this than creating an experience that lets people interact with the company.
  34. 34. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Experience • A successful product experience will positively influence everything else that happens. • Setting a good context for the relationship between company and customer.
  35. 35. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Experience in enviroment • 1970 and 1980: The criation of The Hard Rock Café, Cassino.
  36. 36. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Experience in Service • Airline Service
  37. 37. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Experience in Communication • The best way opportunity for a brand to make an impression on its customers is after the sale. • Consumers are reserving their loyalty for companies that provide loyalty right back.
  38. 38. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Experience: • Experience is made up of all the points at which companies and consumers exchange sensory stimuli,information and emotion.
  39. 39. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA These exchanges can be devided into 3 types • Transactional exchanges= When the product or service is actually delivered and the payment is made. • Informational exchanges= When rational data is shared. • Emotional exchanges or touch points= Where company and consumer connect emotionally.
  40. 40. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Components of the Experience Company should orchestrate and align each order: •Retail environment. •Product or Service itself •Loyalty building •Follow ups •Customer Service •Social Exchanges •Events
  41. 41. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Not used • Points based frequency are based on rational information and rewards,not emotion. • A company must first recognize and value its customers,connecting with them emotionally before it rewards them. • If experiences can meet people’s basic human needs,then consumers will reward the company with loyalty
  42. 42. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Time is the new currency • Society is in a phase of paring down and simplifying. • Allocating time to the people,activities and events. • Marketers should make all aspects of their product: the sale,delivery,use,service easy and efficient. • Provide to customers the freedom to spend their time on what’s important to them. • Company demonstrates that it understands their priorities and wants to help them manage their time and energy. • An extraordinarily strong product or service gives consumers the confidence that they will not waste any more energy on it The consequence
  43. 43. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Make things personalized • Consumers fell more valued, Using their names • Providing what is uniquely important to their lives. • Making things acessible,easier, personalized and worthwhile. • Give customers back some energy. • Sharing it will engage people and help promote an atmosphere of trust,empowerment and loyalty. The consequence
  44. 44. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Benefits on saving energy • The end benefit is that customers are able to enjoy a relaxed family dinner. • Go out on a date • Pursue a favourite hobby.
  45. 45. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Challenge to the marketers • Marketers need to focus on giving consumers the extra time and helping them fulfil their emotional needs. • Emotional marketing know the power of making things easy and delighting people in this way.
  46. 46. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA So, • Energy is made of time. • Today’s society, peoples time is being stretched in more directions than ever. • Consumers focus their time on the important activities,events and people. • Companies can use technology and information combined with security to empower customers. • Companies should have the ability to create more time. • Effectivelly managing people’s Energy implies that all exchanges with the company are interesting and engaging to the customer. • Not wasting a person’s time enhance a one-to-one marketing strategy.
  47. 47. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Relationship • The relationship between a company and its customers provides the opportunity for a meaningful exchange of value
  48. 48. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The value star functions on three levels 1. To evaluate a brand’s overall value proposition compared to the competition. 2. To analyze value as perceived by different customer segments. 3. To help tailor products and services to individual preferences.
  49. 49. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Data base segmentation • By transaction or purchase behavior is only the first step-truly understanding value means taking into account life stage,demographics and attitudinal characteristics.
  50. 50. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA 4 life cycles stages are: • Acquisition  High impact lead generation contacts.  Introductory letters.  Personal invitations to visit for free consultations or information. • Assimilation  Customer welcome messages.  Thank you notes for purchases.  Activation incentives for new customers.  Incentives for future purchases.
  51. 51. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA 4 life cycles stages are: • Cultivation  Special benefits and offers to high-value customers.  Card and/or gifts for personal milestones or seasonal holidays.  Referral request and follow-up thank you notes.  Thank you notes or emails following orders.  Newsletters with value-added content.  Offers to drive top of mind awareness during high activity time frames(back to school,holiday,sprins/home,improvement,etc)  Usage incentives  Customers satisfaction surveys  Target cross-sell information
  52. 52. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA 4 life cycles stages are: • Reactivation  Services recovery messages.  Intervention contacts with reasons to stay with the company.  Acknowledgements that customers are valued and missed.  Activation incentives for inactive customers.  Notes letting customers know “ the door is always open” Many to one Few to one One to one
  53. 53. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Companies should • To commit to the day-to-day requirements of building successful relationships, including: 1. Mutual benefit to both parties involved. 2. Commitment and dedication to making the relationship work over time. 3. Authenticity, openness and genuine expressions of carrying 4. Communication to help covey the other three elements.
  54. 54. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Communication strategy • There are 5 elements that are especially important to consider when determining an emotional driven contact strategy. 1-Relevance= Message must have meaning to the recipient. Will the recipient understand the reason for getting this? Is it meaningful and of interest to the recipient. 2-Timing= Might be expected at other times surprising.But neve unwelcome. 3-Sender / Recipient Relationship=Who is it from? 4-Frequency = The more frequent the communication,the more impact it can have on the relationship. 5-Perceived value=It must to be relevant Relevant communication makes a recipient fell known and valued
  55. 55. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Direct marketing based on 5 itens 1-Perceived value  Is the piece something the recipient would expect to receive from the sender?  Will it be welcome?  Is it likely to enhance the relationship? 2-Clarity  Is the purpose of the contact obvious?  If a response is desired, are the expectations clear? 3-Consistency  Does the piece reflect the sender’s brand identity/image? 4-Mutual benefit  Does it offer value to the sender as well as the recipient? 5-Creative concept  Is it engaging and memorable?  Is it unique and differentiated?  Is the content compelling?
  56. 56. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Selecting communication vehicles • Postcards for sales promotions • Emails for updates • Help full information • Phone call to check satisfaction with a recent purchase. • 87% prefer to hear about new products and services by direct mail. • 52% notices loyalty and sends a thank you letter and gift Would strongly encourage them to be more loyal. • Sending a letter and gift after an inconvenience strongly encourages 46% of customers to remain more loyal. • A company that simply notices loyalty and sends a thank you letter, would encourage 37% to more loyal
  57. 57. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA 3 Emotional E’s • Equity= For developers and reinforcing trust • Experience= For enhancing exchanges and interactions • Energy= for contacts convenient for the customer. • Emotional marketing is impossible without a robust ongoing face-to-face, two way dialogue with customers. • Effective Emotion Marketing communication are personal, relevant, relationship-focused, intended to create an emotional connection unique and differentiated. • The communication stream should include functional, rational and emotional contacts.
  58. 58. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Emotional Marketing on the Internet • “The web is informal, it is not emotional and has not yet taken its place among the major vehicle of persuasion.” • Profitability is driven by loyalty, and loyalty is achieved largely by building emotional relationships with best customers.
  59. 59. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Who are business best customers in the firs place? Who are they? What do they buy? What do the value? How do they shop? How are they motivated? E F F E C T I V E Means to reach these people? Communications that deliv.er relevant messages in timely meaningful ways
  60. 60. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Business online • “ Doing business online is about more than processing web-based transations.It is about using the internet to develop, maintain,and manage positive relationships with customers, partners and suppliers. • The result is long term relationships, repeat sales, business efficiency and increased profitability.”
  61. 61. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Good opportuninity to the marketers. • Marketers also find that few people pay attention to their email ads. • Minimizing the number of clicks • Making the check out process secure. • What their sites can do to conncect emotionally? To find out not only what products their visitors purchase, but what experiences, services and information they truly value.
  62. 62. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Broken Paradigmas • Merely presenting merchandise Or • Offering a convenient way to purchase it
  63. 63. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Internet connecting emotionally • Williams-sonoma = share recipes. http://www.williams-sonoma.com
  64. 64. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Internet connecting emotionally • Amazon.com = Book and music reviews and make product suggestion based on customers post purchase behavior.
  65. 65. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Amazon.com
  66. 66. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Petopia.com • A complete guide to hunter pets in the word of war craft. • Bottomless bowl.
  67. 67. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA REI.COM • Top-Brand Outdoor Clothing, Footwear & Gear for Summer ...
  68. 68. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Overcommunicating “ It is a signal to consumers that a company does not care about their time.” Customizing means:  Collecting data regarding purchase behaviour,  shopping partners,  demographics,  services,  inquires  and like then putting all of it to use.
  69. 69. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA American Airlines
  70. 70. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Franklin Covey.com Our Mission • We enable greatness in people and organizations everywhere.FranklinCovey creates transformational leadership in people and organizations around the globe through training, executive coaching, and principle based programs.
  71. 71. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Early stages of internet • In the early stages of the web, companies have mostly been using its unique properties to sell more goods. • Strategies like this may or may not work.At best, they will result in a quick,short term revenue hit,but won’t go very far in bonding with customers.
  72. 72. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Important • WUY – “WE understand YOU” and “ know your world is complicated” we want to help make it simpler by providing unique, relevant solutions that enhance your life.
  73. 73. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Bringing emotion to E.commerce • Know why a customer is visiting: Companies must know and recognize what motivates people to go a site,then develop the site with those drivers in mind. • It should be easily navegable, getting people in, around,and out of the site as effortlessly is possible, leaving out banners,ads,unnecessary links and slow to download graphics.
  74. 74. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Passion • Facts,stories,entertainment,pictures,videos and sound. Content Architeture Navigation Design
  75. 75. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA When appropriate add content • Customer testimonials and ratings • Access to a community or chat room • Product recommendations. • Chances to ask an expert. • Tips on how to use or enhance the product. • Entertainment
  76. 76. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Customize Messages • Provide real value.
  77. 77. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Provide real value.
  78. 78. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Integrate the web sit with other interactions and touch points • Chat and call center
  79. 79. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Create intrigue • Great companies, brands can not exist just by providing information. The great ones have mystery and sensuality.
  80. 80. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Five points of the value star. • Since companies have limited resources to deliver messages, and consumers have limited time to hear them, a brand can not win on all five points of the value star. It should decide strategically which dimensions it will lead with and which it will deliberately not emphasize.
  81. 81. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Winner companies • To win in the marketplace, a company has to meet two objectives. 1. Lead on at least two of the five value star dimension, including one or more from the emotional side. 2. Be at least neutral on the other dimensions to ensure a brand remains in consumers decision sets.
  82. 82. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA The star value • In today’s new economy, consumers have an enormous array of choices to meet their needs. If a company fails to offer a solid product value, consumers will have an easy time defecting to a competitor.
  83. 83. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Rational points of value star. • Product and money, the rational points of the value star, are the cost of entry into a competitive market. A brand will win based on the Emotional E’S,but satisfying the rational side is necessary to get into a competitive market.A brand will win based on the Emotional ES, but satisfying the rational side is necessary to get into consumers decision sets in the first place. • Choosing to lead solely on product money is not a sound strategy – they are the easiest marketing tools for a competitor to replicate, and do not represent a sustainable, competitive advantage.
  84. 84. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Emotional Marketing • Treat employess as individuals seeking out and finding ways to meet their specific needs. • Managers who inspire loyaty must be truly interested in helping people develop and have the interpessoal skills to facilate that process. • Managers must be mentors not only for delegating tasks. • They must inspire and motivate employees to do what they do the best. • In short, managers must lead.
  85. 85. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Managers x Employess Managers guessed • Good wages • Job security • Promotion/growth Employees preference • Full appreciation for work done • Feeling in on things • Sympathetic help on personal problems
  86. 86. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA FACTS • Personal thanks: 42% • Written thanks:24% • Promotion for performance:22% • Public Praise:19% • Morale Building meetings:8% Conclusion: Easy and less expensive Source: Armstrong
  87. 87. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Findings about employees • The best employees prefer to work for companies that deliver, in turn, builds customer loyalty. • Our sales and service people are trained to know our products and to be friendly and helpful. They are urged to take all the time necessary to take care of you. • A clear and well articulated ideology attracts to the company people whose personal values are compatible with the company’s core values.
  88. 88. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Walt Disney’s include • No cynicism. • Nurturing and promulgation of wholesome American values. • Creativity, dreams and imagination. • Fanatical attention to consistency and detail. • Preservation and control of the Disney Magic.
  89. 89. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Talking about excellence • “ Excellence happens only when people have a deeply felt sense of purpose in their lives.” • “ Human beings want to belong to something that has significance and meaning. They want to know they are making a difference and are contributing to an important endeavor.” Source: Galup’s workplace column
  90. 90. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Experience starts with people • Instigating social change • Innovating • Providing opportunity • Improving the quality of life • Building relationship provide compelling Reasons to give loyalty to a company
  91. 91. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Flexibility • “Could mean being empowered to make any decisions necessary to make a customer happy.” Try to integrate my work into my life!!!
  92. 92. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Rational and Emotional Drivers Rational Drivers • Clear expectation • Appropriate materials and equipaments • Commitment to quality Emotional Drivers • The opportunity to do what an employee is best at • The sense that opinions expressed are valued • Best friend at work • Opportunities to learn and grow
  93. 93. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Acquisition,Recruting and Hiring “It is not technical skills we are looking for, it is nice people. We can train people to do anything technical, but we can’t make them nice.” “Hiring starts of looking for people with good attitude, people who enjoy serving other people.”
  94. 94. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Assimilation  Training and early experience.  Training programs and orientation. Cultivation: The career phase  Experienced  Committed  Empowered employees Reactivation: From rough spots to resignation  Keep the open door allowing workers to return when appropriate. Acquisition,Recruting and Hiring
  95. 95. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Communicating with employess
  96. 96. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Reactivation The add communication with employees is the opportunity for spontaneity
  97. 97. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Employee loyalty • Customer loyalty is strongly linked to employee loyalty. • Employees play a critical role in building relationships between customers and companies. • Whether they are on the front lines or working at headquarters, employees benefit from a customer centric culture. • Corporate downsizing, layoffs, free agents and tight labour market are a few factors that become loyalty difficult. • Establishing clear corporate ideology plays an important part in building a company’s Equity and in attracting and keeping the right employees. • Managers represent the strongest connection between an individual and an employer, strong leadership adds value to an employee's experience with an organization. • The need for flexibility, due in large part to workers desire for work – life balance, is one of the biggest challenges facing employers today. • A satisfying job ( product ) and competitive compensation ( money ) are minimum criticals for employee loyalty.
  98. 98. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA An action plan  Is not a stand alone strategy.  Won’t mask unhealthy relationship practices.  Calls for a long term commitment to customer relationships.  Needs to down support and a caring corporate culture.  Requires continuous effort at all levels of the company.
  99. 99. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Excellence • Excelence is: An aspiration An attitude A Pursuit A way of life • Excellence is found • In the caring • In the trying • In the doing It is our objective. We seek it with dedication.
  100. 100. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Excellence • Excellence is all of us working together,aspiration to the fullness of our potential. • Always in pursuit of higher standards determined to do. • Everything we do somehow better than it ever has been done before.
  101. 101. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Succesful Emotion Marketing • Require a four stage action plan:
  102. 102. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Stages of action plan: Stage 1 Assessment 1-Assessment:  Customer research,  relevant databases,  callcenters reports  website activity reports,  marketing strategies  Answer: What customers want and value from the organization? How customers currenty perceive the organization?
  103. 103. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Assessment Involves: • Assembling existing customer research and other data. • Conducting additional research as needed. • Assessing strengths and weakness relative to competitors on each of the five points of the value star. • Assessing relative importance of each value driver to each consumer segment ( and ideally to each individual customer). • Identifying gaps where customer needs are not currently being full met.
  104. 104. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Stages of action plan: Stage 1 Assessment • Equity Dos the company have hour best interest at heart? Does the company share your values? Would you feel comfortable recommending the company to friends? What is your level of trust?
  105. 105. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Experience • Experience Is the shopping enviroment engaging? Are the customer service reps a attentive and helpful? Is it pleasant to interact with the company? Regard less of the distribution channel?
  106. 106. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Energy • Energy Is the order process easy? Does the company respect and value your time?
  107. 107. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Stages of action plan: Stage 2 Strategy • Strategies, with accompanying objectives and metrics based on each segment’s value and potential value to the company, should be created with an eye toward allocating resources to meeting the customers higher level needs.
  108. 108. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Stages of action plan: Stage 2 Strategy Strategy 1. Identify relative attractiveness of each segment 2. Determine strengths and close value gaps, identified the assessment stage. 3. Determine specific tactics to implement for each strategy. 4. Develop a communication plan 5. Devise metrics and measurement methodology. 6. Adjusting internal organizational issues as need structure, performance management, staffing and training. 7. Ensuring appropriate it infrastructure is in place to assist in adding customer value and measuring the effectiveness at the initiative.
  109. 109. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Stages of action plan: Stage 3 Implementation • Write relationship building principles into corporate beliefs and values make them a dynamic part of culture. • Create a customer centric organization structure. • Make customer focused behaviours a criteria for hiring. • Continuously train and retrain employees to better anticipate and meet customers needs. • Set performance objectives and incentives around loyalty measures. • Empower front line employees to deliver superior customer service.
  110. 110. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Stages of action plan: Stage 4 Evaluation • Building strong relationship is a long term proposition. • True loyalty is not earned in a month or a quarter – but evidence proves the benefits are well worth the investment. • Short term quantitative measures • Qualitative measures. • Long term quantitative measures. • Challenges to Emotion Marketers may include desire for short term gain, cost, dealing with the scope of a relationship – building program, and difficulty translating mass communication to individual messages.
  111. 111. Tiago Antonio Ferreira da Silva Certificate IV : Marketing ,2012 PERTH WESTERN AUSTRALIA Highlights

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