Jim Sterne had a great presentation on the The Unified Field Theory of Marketing this morning. Here's my thoughts:
Marketing ...the cluetrain manefesto....was a conversation and John Wanamaker invented the price tag. His challenge was how do we communicate that information.
Build trust....as seen on TV. Desire... the combination. A corporate organization needs to sell differently depending on who the audience is......and the organization can become a nightmare......and that is how we get to the unified theory of marketing.
If you move money fast enough....you get BRAND. Branding is getting money out the door fast.. Brand was also seen as a sign of trust. But shoveling money out the door quickly with massive amounts of money is the old school of marketing.
The old ways don't work as well now.
New way ...Brand is in the eyes of the beholder. Brand gets formed in people's mind and the idea is made up of many bits of information...and we think we are in control when we are not...and it is like that in every other kind of relationship.
Brand is in the eyes of the beholder. You can offer opinions but you need to be transparent.
We should not focus on how we sell..but how people buy. Figure out what people trying to accomplish.
Note: my biggest takeaway from this session is BRAND exists in the mind of your customers and your advertising is a means to communicate your branding ideas but you can not control how people form their impressions and you should not try to...just prepare.
When people go to a website they are unforgiving...BRAND is about how experience the company.
Remember who I am...point one.
Communicate with me.
Find out what the end goal is
Customer experience...is it working?
Customer Experience Map....tracks a customers feelings as they
interact with brand. Starbucks example. Very helpful.
People always remember the first impression and the last one.
Unless people complain we don't get feedback.
Act like a customer...call your own call center, see what the experience is.
Need to integrate the messaging.....Direct mail vs. Email vs. In store...the sales were much higher when we give a 360 view on the brand.
How good are we in getting people get in..
Marketing analytics ...figure out who we are selling to.
Database information is getting rich enough that you can approach people 1 to 1.
People do not want relationship with a company..they want a relationship with a person.
Your brand is not the promises you make it is the promises you keep.
Here's the marketing notes for Jim's session.
| We've spent a decade trying to get a 1:1 relationship going with our customers. While we've been busy building CRM data warehouses, our customers have been left out in the cold to deal with conflicting advertising, marketing, sales and customer service. Your brand depends on aligning your messaging and marketing with your customer service and goods and services. Customer centricity comes when all of the above are truthful, aligned and synchronous. Give your customers a 360 degree view of the company and they'll reward you. How do you give a customer that view? Discover how you, as a marketer, get the factions aligned in your organization, determine the process for making this happen and understand what metrics you can use to help you benchmark your success as you track the alignment of these planets. |
INTRODUCTION BY: Edward Kim, Direct Marketing Manager - Slim Fast, Unilever PRESENTER: Jim Sterne, President, Target Marketing |
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