HOW... To collect information ?Secondary data - already exists,desk researchPrimary data - firsthand
WHAT… Information? « The Extended Marketing Mix 7 Ps »Goods ServicesProduct People Physical EvidencePrice ProcessesPlacePromotion
The Final Step « Promotion »CommunicationObjectives : To increase sales To create awareness To inform To remind To reassure To create an image Tools Digital marketing, Trade fairs, Media, Mailing, To modify attitudes Direct Ad, Cinema, Packaging, Flyers etc.
SAS & Janne Carlzon Product – business class People – an ongoing trainingHe revolutionized the airline program «putting people first»industry through an unrelentingfocus on customer service quality.
We have 50,000 moments of truth every day.Processes - Delegating responsability away from management"Problems are solved on the spot, as soon as they arise. No front-line employeehas to wait for a supervisors permission."Promotion - Communication“I learned that, before you reach an objective, you must be ready with a new one, and youmust start to communicate it to the organization. . . But it is not the goal itself that isimportant."
Sony Ericsson Product: Partnership Sony + Ericsson + Microsoft Product Development PLC – Product Life CyclePeople:Targetingage, technical interest…Promotion:February 2011
Back to Communication &the difficulty to get through
So where shall I put my Ad budget?Digital Marketing & iAD & Social Media Smartphone Shall I forget … Printed Ad?