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Marketing Stategy & PlansLine 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 |
New Product Strategy: Business Model CanvaCreative 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 |
Campaign ManagementBenefits 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) |
Online Branding Strategy w/ HootsuiteHootsuite | helps monitor keywords, manage multiple Twitter, Facebook, LinkedIn, Foursquare and WordPress profiles & more | Hootsuite Functions | Keyword streams | LinkedIn job search streams | Campaigns |
| | The Customer JourneyCustomer 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 |
Encouraging EngagementEngagement | clicks | stay on | comments | shares | convos | performing intended action | uses of social media | - can be used to highlight employees - create events |
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