marketing hw
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5CommObjectivesandtheCommBriefMBAW21-22HO.pptxCampaign Message (Positioning)
Must be fully consistent with overall brand positioning
Addresses how we are, specifically, approaching the communication of the brand positioning
Identifies the information to be communicated to the target
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Learning Agenda
Using the consumer decision-making approach to understand what tools to use and what to communicate
Customer-based Communications Objectives
The Communication Brief
The Consumer Decision Journey
On Which Decision Stage does this Focus?
Post-Purchase Stages
Repurchase/Loyalty
Engage
Advocate
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Awareness
Knowledge
Liking
Purchase
Re-purchase
Case 1
30%
28%
25%
23%
20%
Case 2
80%
35%
25%
23%
20%
Case 3
80%
70%
45%
23%
20%
Case 5
80%
70%
45%
38%
30%
Case 4
80%
65%
45%
35%
8%
Decision-Making Stages Approach
Percentages of target
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Awareness
Knowledge
Liking
Purchase
Re-purchase
Case 1
30%
28%
25%
23%
20%
Case 2
80%
35%
25%
23%
20%
Case 3
80%
70%
45%
23%
20%
Case 5
80%
70%
45%
38%
30%
Case 4
80%
65%
45%
35%
8%
ADVERTISING
MEDIA
ADVERTISING
MESSAGE
DISTRIBUTION/
PRICE
NICHE/TARGET
PRODUCT/
TARGET/
PROMOTION
Decision-Making Stages Approach
Each level is based on the total of the target you are interested in. E.G., for Case 1, out of 100 people, 30 are aware, 28 know what the product is about, 25 like it.
Change the strategies – what are the possible strategies?
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Communication Targets
Need to specify who we want to speak to with any given campaign or communication
Our goal is to identify a segment of consumers who will respond positively to the same messaging and more positively than to other messaging.
We need to figure out what to say to these people to get them to respond more favorably.
Saw this is the video on S, T, P.
How will you do this? One way you talked about targeting in general in the core is based on usage with the larger idea being to target based on profitability.
For your marketing communications, you need to figure out who to communicate with what message.
Our topic for the rest of today’s session is, based on what we have covered so far, how to use our analyses to set objectives for our actual communications. We will discuss objectives, different types, reasons for them and criteria for strong communications objectives.
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Communication Targets
Need to specify who we want to speak to with any given campaign or communication
Our goal is to identify a segment of consumers who will respond positively to the same messaging.
We need to figure out what to say to these people to get them to respond more favorably.
Need to develop a communication objective based on the what to say to the specific target.
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Communication Objectives
Goals for marketing communications
campaigns or programs that are
based on communication tasks (rather than just on sales).
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Developing Communication Objectives
Consumer behavior and choice is influenced by consumer goals
Need to understand consumer decision making to be able to influence your target
Look for a consumer insight that can provide some differentiation and move the market
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Goals Big Picture
Objectives Plan of Attack
What is the purpose of communication objectives?
Provide direction. What do we need to change inside consumers’ heads to achieve our sales goals?
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Need for Communication Objectives
Consumers usually do not
buy immediately.
Consumers must gain relevant
information and develop positive
associations with a brand
before a purchase
will be made.
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Need for Communication Objectives
“At some point,
sales-oriented objectives
must be translated into what
a company hopes to
communicate and
to whom it hopes
to communicate it.”
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Communication Objective
Starts with understanding of the target consumer and specifies the communication task that needs to be achieved to move the consumer as desired
At this time, what does the consumer need to understand, know, feel, or believe?
Effective Communication Objectives…
Specify the target
Set a communication task
Identify a benchmark (current levels)
Indicate the desired outcome
Set time period for achievement
(Indicate appropriate measurement)
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Effective Communication Objectives…
Specify the target
Set a communication task
Identify a benchmark (current levels)
Indicate the desired outcome
Set time period for achievement
(Indicate appropriate measurement)
Specify the communications task.
Specify the success criteria
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Characteristics of Effective Objectives
Specific
Include communication task and target
Measurable
Identifies a starting point
Identifies the desired outcome
Method for assessment
Agreed upon
Realistic
Time-focused
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Communication Brief
Problem to Solve
Target Audience
Positioning/Message
Specific Communication Objective(s)
Key Benefit (for target)
Reasons Why (target should believe)
Intended Reaction/Single Thought
"Mandatories”
Signatures
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Problem to Solve
Many people do not purchase and or consume Lactaid dairy products because they think of Lactaid as “fake” or chemical-based. They associate Lactaid more with the dietary supplement than with dairy. Think of Lactaid dairy products as not real dairy.
Target
Consumers who think Lactaid is fake, not real milk
Positioning
Position by product attributes: real dairy, wholesome, tasty
Communication Brief
Specific Communication Objective
Increase awareness of Lactaid as lactose-free milk
Develop target perceptions of Lactaid as real dairy/milk
Build target perception of Lactaid as real dairy that is delicious
Communication Brief, continued
What is wrong with these communication objectives??
They are not really concrete and specific -- want these to be quantified so we really know what we are trying to achieve with this communication effort.
Could have another specific objective -- for example, may have a communication objective of convincing some customers to test drive -- promo.
Specific Communication Objective
Increase awareness of Lactaid as lactose-free milk from current 20% to 40% in next 6 months
Develop target perceptions of Lactaid as real dairy/milk to 40% of target in next 6 months
Build target perception of Lactaid as real dairy that is delicious to 30% in next 6 months
Communication Brief, continued
Key Benefit
I can enjoy the delicious taste of milk without upsetting my stomach
Reasons Why (support for the key benefit)
Lactaid is real milk with the lactose removed
Communication Brief
Intended Reaction/Single Thought
Wow! I didn’t know that I could get delicious, healthy real milk without lactose
Mandatories
Lactaid brand logo
A carton of Lactaid milk
Signatures
Communication Brief
Major Selling Idea/Unique Selling Proposition
“The major selling idea should emerge as the strongest singular thing you can say about your product or service. This should be the claim with the broadest and most meaningful appeal to your target…be certain you can live with it; be sure it stands strong enough to remain the central issue in every ad and commercial in the campaign”
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Consumer Journey
The goal of conceptualizing the consumer decision journey is to consider all the points of interaction and to understand which are most important in influencing the consumer.
Be sure that all important touchpoints create a consistent brand concept
Target stages in the decision journey
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Example
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The CDJ and Branding in the Digital Age
Understand your consumers’ decision journey
Determine which touchpoints are priorities
Figure out how to leverage those
Target priority touchpoints in priority stages
Allocate resources accordingly
“Orchestrate”
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Overall Considerations for CDJ
For each touchpoint, consider consistency with the brand promise.
Consider how to provide strategic differentiation with your touchpoints.
Identifying & Understanding Segments: Ask Consumers
Milk Bone Chews: Size of Dog as basis for Segmentation?
Ad Theme: Love of Master v. Best Buddy
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Breakout Activity
Developed two approaches
Communicate: You and your dog love each other; Milk-Bones show your dog how much
Communicate: Your dog is your always fun buddy; Milk-bones bring fun to your dog
Dog owners watched and rated the ads (1 – 10)
Average = 7.25
What do you need to do to understand if size of dog provides useful segmentation?
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Breakout Activity
| Owners of | Love between Owner & Dog | Your Fun Buddy | Row Average |
| Small Dogs | 8 | 5 | |
| Large Dogs | 7 | 9 | |
| Column Average |
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Activity
| Owners of | Love between Owner & Dog | Your Fun Buddy | Row Average |
| Small Dogs | 8 | 5 | 6.5 |
| Large Dogs | 6 | 9 | 7.5 |
| Column Average | 7 | 7 |
What is your conclusion? Should we use the same or different communications?
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Communication Response by Size of Dog
Small Dog Owner Love between Owner & Dog My Fun Buddy 8 5 Large Dog Owner Love between Owner & Dog My Fun Buddy 7 9
