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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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