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Agency management must send the message from the top: Complete brand integration is a vital goal. The days of a separate interactive division are over. To truly manage and promote a client’s brand, an agency must be everywhere in the contact zone, where its client touches its customers. To do so, agencies need creative teams that value what goes on online as much as what’s produced for TV.
- Make the look and feel consistent. Your email and landing page or Web site should have the same look and feel as the TV spot. People are reassured when email they receive has the same look as the Web site and spot.
- Make the offer and price consistent. The offer and price must be the same across all media. If you’re testing price and/or offer in TV, create landing pages and email messages to match. Use trackable URLs so people get to the right page based on offer and price.
- Repeat the commercial. Place a link to the spot in the email and on the landing page. Include copy such as: “Watch the TV Spot” along with the “As Seen on TV” logo.
- Repeat animation. If a commercial has exciting animation showing how the product works, include it in your email and landing page in addition to the commercial. Some people will want to view only the animation.
- Focus on the offer. People coming to your site or receiving your email who saw the TV spot are ready, or close to ready, to buy. Make it easy for them to find an order button. Don’t clutter your efforts with wasted copy.
Dynamic Logic also said new product advertising may be more likely to focus on brand and message, whereas existing products tend presume awareness and focus instead on “lower funnel” persuasion metrics such as purchase intent.
- Store brands
This is where the retailers name is very evident on the packaging
- Store Sub-brands
Products where the retailers name is low-key on the packaging.
- Umbrella branding
A generic brand independent from the name of the retailers name. Umbrella brands are used in different product categories.
- Individual brands
Name used in one category, this is only used to promote a ‘real’ discount product line.
- Exclusive brands
Again a name used in one category, but to promote ‘added value’ products within the category.
(Mentions that Tom talks about this all the time.)
(Crafting a narrative; argument isn’t enough, logic isn’t enough)
(Crossing boundaries, synthesis, metaphor)
(See through other’s eyes, stand in someone else’s shoes to understand them)
(Information age was intensely sober; inventions comes from play.)
(Transcedence, beauty and meaning is being seeked even in these tumultuous times. Baby boomers have more of their lives behind them than ahead of them – what about leaving a dent in the world?)
“If people trust a brand, they see this as an ongoing means of communication with that brand,” said Tonie Hansen, Maven’s director of marketing. “That’s powerful when you consider all of the other marketing solutions that aren’t working these days.”
you must balance acquisition costs with customers’ long-term contributions to your firm’s bottom line. This isn’t just a set of financial tradeoffs. Acquisition investment’s true value is customers’ profit margin over time, the customers they refer to you, and their positive word of mouth supporting your offering. In this consumer-centric marketplace, consider how to nurture and enhance this relationship over time. Consider all strategic assets, including your house file, to maximize return on investment.
Despite the well-deserved optimism shared by e-marketing professionals across the country, there are a few “dirty little secrets” in the industry I thought I’d lob into the public sphere. It’s only after these issues are brought to the surface that we can begin to overcome our inertia and get closer to resolution.
“Control” is the operative word. Technologies such as DVRs, the Web, and even downloadable music, give consumers more control over their entertainment options. It’s time advertisers and agencies realize the day of the passive consumer is drawing to a close.
Marketing presents a similar dilemma. We want customers to be profitable over the long-term span of their patronage. We also want high immediate sales numbers, which influence quarterly sales numbers and most likely our bonuses. We also want customers who won’t be a resource drain, who make us spend a lot on customer service. But long-term profitability requires a series of strategies that often don’t provide short-term gains. Customer handholding (like help desks and customer service centers) is expensive, even if it may eventually lead to increased loyalty.