discuss Can you think of an immersive brand experiences?

Miller’s Man Laws A ridiculous invention but one that obeys the branding law of the 21 st century.

Extend Marketing Space Healthy Choice has used its online games to drive people to supermarkets to actually buy its products, by offering the chance for customers to print "mystery coupons" A Hanes sweepstakes promoted the apparel company's new "tagless" t-shirt by using a tag as the virtual game piece: "Lifting" it with the mouse revealed the visitor's prize.

turning a digital brand physical

In the 21 st century, this is what your job is all about: Find ways to make your brand more experiential and hence more memorable! –careful spatial planning –live, real-time, event-based nature of the brand interaction Shift consumers’ perception and practice of what constitutes a marketing ‘space’. –Immersion marketing seeks to achieve a much more proximal relationship between consumers and brands. as theorists of the ‘experience economy’ put it: –‘the more effectively an experience engages the senses, the more memorable it will be’ (Pine and Gilmore, 1999: 59).

Application You have been hired to lead the strategy task force for digital marketing at Buick. The marketing director is at a loss because the brand seems to be losing ground with the year old demographic.

Buick On a conceptual level, what do you suggest needs to be done. On a concrete level, develop a marketing mix to achieve the objective of brand renewal.

question What do marketers brand?

Flexible Branding of Customers

Before Dematerialzation of Consumers we branded Products: Branded Product Customer Identity Differentiation Reputation Success is measured in brand recall/equity

Now we brand customers... Branded Product Customer Identity Differentiation Reputation Success is measured in accuracy of customer identity production

IT lets firms recognize the customer as an individual with a history, a present, and a future, and be treated as such. IT lets marketer manage customers for profit, –balancing each customer’s value against cost to serve!

Xxx xxxxxx xx xxxxxxxxxxxx xxxx xxx xxxx xxxx xxx x x xxxxxx xxx x x x x x x x xx x xxxx xxxx x x x x x x xxxxx xxxx xxxxxxxx xx xx xxx A typical Customer Map Value High Low Cost-to-serve Low High

Xxx xxxxxx xx xxxxxxxxxxxx xxxx xxx xxxx xxxx xxx x x xxxxxx xxx x x x x x x x xx x xxxx xxxx x x x x x x xxxxx xxxx xxxxxxxx xx xx xxx Goal: Manage customer relations toward the diagonal Value High Low Cost-to-serve Low High

Xxx xxxxxx xx xxxxxxxxxxxx xxxx xxx xxxx xxxx xxx x x xxxxxx xxx x x x x x x x xx x xxxx xxxx x x x x x x xxxxx xxxx xxxxxxxx xx xx xxx Information Marketer: Service delivery system driven by the customer’s assessed value Value High Low Cost-to-serve Low High

Steps to a Strong Customer Brand Identify each customer upon acquisition Rank each by gross margin or lifetime value Ask, learn and remember key customer characteristi cs and preferences Give preferred Customers more of what they value For low margin customers, reduce cost-to-serve Cost-to-serve Value IdentifyDifferentiateInteractCustomize

Group Think! Identify some specific uses of this customer branding technology! –Pick a industry –Pick a company –Generate a ‘case’ that shows how customer branding could be used by your company to improve profit per customer?

Learning About Customers Knowledge acquisition Cross-category analysis Customer differentiation Customization of Offerings and Interactions Communications Products/services Channels Prices Service delivery INTERACTIONS Managing Relationships with Interactive Marketing

Tailored Commun- ication Mass Custom- ization Custom Prices Service Delivery Custom Channels Remem- bering Needs Antici- pating Needs Targeting banner ads Viral marketing Customer designed products (Mattel, Levi, threadless etc.) Auctions Customer control (Priceline. com) Discounts based on behavior Tracking Service based on potential value Dual channels Reduce trans- action costs Collabor- ative filtering Customizing Offerings and Interactions

Summary Branding is paramount Branding is no longer limited to products and services Branding needs individualized information Customer branding becomes the foundation of a revolution in all other elements of the 4Ps! CCB managing director David Cole says: "Data is the lifeblood of our industry. Without fresh sources of data, response rates will continue to decline."