|
Line Extension
|
adding additional product to an existing product/brand line
|
|
Category Extension
|
creating a new product line w/ the existing brand
|
|
Adv. of Brand Extensions
|
- improve brand image
- reduce risk perceived by customers if new product is a brand (they know) - increase chances of gaining distribution & trial - avoid costs of developing a new brand - permits consumer variety seeking - packaging & labeling efficiencies |
|
Disadv. of Brand extensions
|
- many varieties confuse & frustrate consumers
- some retail resistance to too many skus - cannibalization issues - dilute brand image |
|
Speed to Market
|
Importance of speed
- PTO - patent process |
|
Options for a manager
|
product modification
maket modification repositioning |
|
Marketing Plan
|
outlines the company's mktg goals, timing, & resources needed to achieve those goals.
Discusses current mktg position of the business Sets that company on a specific path in mktg, align & aware employees of the plans Typically once a yr |
|
Creative Brief (includes)
1. job description
2. target audience 3. objectives 4. single minded proposition 5. sustantiation 6. key response 7. desired brand character 8. mandatory inclusions |
|
Benefits of scheduling
|
use of optimum times
update announcements |
|
Pros & Cons
|
Pros:easy & convenient
Cons:lose spontaneity aspect not part of the conversation |
|
Social Listening
|
brands listening to conversations taking place online & looking for opportunities to participate & engage customers/prospects
|
|
Steps in social listening
|
1. identify specific words & phrases
2. Identify key influencers 3. |
|
Conversational listening
|
Can be used for customer service, monitoring competitors
|
|
Influencer listening
|
1. follow & gain insight
2. create opportunities 3. actively participate (create links) |
|
Hootsuite
|
helps monitor keywords, manage multiple Twitter, Facebook, LinkedIn, Foursquare and WordPress profiles & more
|
|
Hootsuite Functions
|
Keyword streams | LinkedIn job search streams | Campaigns
|
|
Customer Journey
mapping the customer journey to create consistently positive end-to-end experiences for them
|
|
Concerns for the customer journey
amount of time needed to map all steps
Companies using CX | Kohls, JCPenny & AT&T |
|
Steps for CX
1. Assemble
2. Share the Vision 3. Plan 4. Map 5. Validate 6. Improve 7. Aim high |
|
Engagement
|
clicks | stay on | comments | shares | convos | performing intended action
|
|
uses of social media
|
- can be used to highlight employees
- create events |
No comments yet.
Cheatography n. The art of mapping complex subjects into clear, instantly navigable reference guides.
