Approaches to Marketing Planning

February 4, 2016

Todays Agenda
Elements of a successful marketing plan
Consumer case studies
B2B case study
Marketing in the Relationship Era
Wrap up & exit poll

Marketing Plan Elements

1.
2.
3.
4.
5.
6.
7.
8.

Identity
Situation Analysis
Objectives
Marketing Strategies
Promotional Tactics
Infrastructure
Budget
Measurement

1. Identity
Vision
Mission
Brand
standards
Internal &
external
match

2. Situation Analysis
Internal
Revenue, profit & loss, financing & assets
Resources, staffing, supply chain, R&D
Brand equity

External

Economy & industry

Customers & markets
Competitors & share
Innovation & obsolescence

3. Objectives
Business
Revenue, Profitability &
Share Value
Growth & Market Share
Sales

Marketing
Brand Awareness
Traffic
Leads

4. Marketing Strategies
Product
Key offerings features & benefits

Positioning
Pricing & USP

Promotion
Target segments & seasonality
Core messaging
Channels & media mix

Place
Distribution

5. Promotional Tactics
External

Content production
Media plan (paid, earned, owned)
Lead generation & CRM
Events

Internal
Internal communication & events
Infrastructure & policies
Incentives & customer surveys

6. Infrastructure
Processes
R&D: Product development & refinement
Sales: lead nurturing & CRM
Legal: industry standards & regulations

Technology
eCommerce, marketing automation, DB management

People
Skills, gaps & leadership development

7. Budget

8. Measurement
KPIs (Promotion)
SEO rank
Site traffic: page views, unique visitors,
bounce rate, time spent
Fans, likes, followers, shares
Leads, new subscribers and/or customers
Customer retention rate
ROI, CPA

Today Apple Computers is one of the largest

and most well-recognized corporations in the
world, but it wasnt always this way.

Introduction
Apple

has tested out many different advertising

and branding techniques over the years, some of
which have failed, but others have been extremely
successful and have helped create the iconic,
cutting edge brand we recognize today.

Introduction
Apple

differentiates themselves from other brands

by offering something that their competition does
not

Brand Identity

In a world filled with

ads from consumer
electronics companies
like Nokia, Sony and
Blackberry
an Apple ad will stand out for having little to no
copy, a simple backdrop, a short and simple slogan, hip
music from a band whose song will likely be #1 on
iTunes the next day and the famous Apple logo at the

Brand Identity

The Subtle Art

of Being Cool

1984 (1984)
This critically

acclaimed Super Bowl commercial from

TBWA/Chiat/Day was based off George Orwells novel Nineteen

Eighty-Four.
Saving humanity
from conformity,
dystopian future
(IBM vs Apple)
A key moment for
Apple, 1984
became one of
the most popular
TV commercials
in history.

Lemmings (1985)
The ad that almost killed Apple.
Super Bowl follow up to 1984. It was such a flop that Apple
considered running a public apology for it.
Ran pre-ad warning
If you go to the
bathroom during the
fourth quarter youll
be tried
sorry.
Apple
to go
after business users
which they showed as
being mindless
drones, but they
consequently insulted
their key audience.

1990s: iMac
The iMac started a trend in the computer
iMac

industry similar to what General Motors did

in the 1920s when all cars were black
and in some danger of eventually becoming
undifferentiated commodities.

GM began to

produce them in color and introduced

elements of style.
Chic. Not Geek.

This creates brand

distinctiveness, added value and

period obsolescence (style change).

Think Different

1990s: iMac
iMac

Campaign introduced Apples new emphasis on

design and aesthetics

Chic. Not Geek.

Think Different
Gained a comparative advantage in the

The technical
are
The personal
product
is
the aspects
hero
, displayed
computers
field
by
ignored
in
favor
of
the
as the only
living
beingasincool,
an
portraying
their
products
styling
.
otherwise
featureless
white

innovative, fun and well

1990s: iMac
iMac

Critically acclaimed campaign by

TBWA/Chiat/Day that marks Apples reemergence as a technical giant.

Chic. Not Geek.

Think Different

The ads
feature a Apple
numberhad
of to
famous
Ironically,
people
devicesinthemselves
loseand
itsthe
products
order
disappear from the ads in favor of
to gain its identity.
gorgeous photography.

iPod Silhouette (2003)

The Magazine Publishers of America awarded TBWA/Chiat/Day
the $100,000 Grand Prize Kelly Award for its Apple iPod
Silhouette campaign that shows simplistic, dark
silhouettes dancing with iPods against brightly colored
backgrounds.
It demonstrated
that
you dont of
have
Endorsement
to
spend artists
a lot of
popular
time
about
such talking
as U2, Black
features
to get
Eye
Peas, N.E.R.D.
people
make
a
etc
gavetothe
iPod

human
connection
cultural
value.
with your product.

Mac vs PC (2006)
Get A Mac Campaign: Battle between actors John Hodgman (PC)
and Justin Long (Mac) that successfully lasted 3 years
until 2009.

Simple & Memorable

Created a solid
Theand
Macclearly
character
lends
defined brand
to the Apple
identity: a
brand of
simple and easy
being user
approach to the
friendly,
issues that
easy-going
many PC users
have been faced
and
with over the
innovative
.
years.

Hello (2007)
Why Hello
wasyet
more
successful
Apples
simple
effective
Hello ad campaign at the 2007
than Wow
Academy
Awards, built around snippets of film sequences which
1) featured
Consistency:
all ads
featured
the same
scenes
with
memorable
movie
characters
saying
Hello.
3)
2)
Relevance:
Simplicity:
the
Apple
Apple
ads
ads
are
were
known
relevant
for
their
to
the
simple,
occasion
the same ending, reiterating the message, while the Vista
Microsoft
released
a the
similar
campaign
built
around
the word
(The
clear
messaging
with
and
sequences
Hello
from
ad films
was
no
thrown
different
intoyou
ad,
ads, Oscars)
bungled
different
Wow
scenes
that
only
made
Wow,
but ad
its
success
paled
indidnt
comparison.
while
waswas
all
over
the and
place.
wonderMicrosofts
what this
all
about
provide a
clear Apples
answer Hello

Microsofts Wow

You, Me and the

Bourgeoisie (2008)

First

of the iconic iPhone ads.

Simplistic,
all-white
How-To
background
Advertis
so the
ing
iPhone is
the only
focus.

Siri and Zooey (2011)

Consumers love Apples elitist celebrity

Siri ads.

Although Siri
The ads scored
itself is
653 and 645 on
primarily viewed
Ace Metrics'
as a flop, Apples
scale (Ms.
Siri campaign
Deschanel
featuring Samuel
scored even
L. Jackson and
higher)
Zooey Deschanel
compared with
proved to be

iPhone 5 (2012)
This 30-second short advertisement simply focuses on
specific aspects of why the new device (which doesnt
look terribly different from the two generations of
iPhone before it) is indeed better than what youve
seen from Apple before.

Thumb
highlights
The campaign the
was
increased
screen
clearly a success
because
the iPhone
size, using
an
5 reached record
appendage
as an
sales, of most

appropriate

iPhones ever sold

yardstick to

in opening weekend.

gauge its

Moment of Silence (2012)

What can be said to honor someone whose foresight
& innovation transformed the way we communicate?
Perhaps it is best to say nothing.
Purchase 8 seconds
of silence on
iTunes to
commemorate Jobs
funds going to
pancreatic cancer
research
Viral sharing was
the main channel of
distribution

Goal: channel peoples passion

for Apple toward helping fight
the cancer that took Steve
Jobs life

Generated
significant
coverage and
raised millions
for research

Recent Apple Fumbles #Bendgate

Recent Apple Fumbles

iPhone 6 Free U2 Album

Amazon Fumbles
Fire Phone (2014)

Amazon Fumbles
#PrimeDay

Electronic Data Systems

Legacy IT services leader with B2B
Lagging sales in late 1990s
Updated mission to reflect
importance of employees to brand
Launched Cat Herders in 1999
$8M TV, print, Internet & COMDEX
By 2000, sales hit a new quarterly
high ($5.2B)

Marketing in the
Relationship Era

Evolution of Marketing
Product Era: 1950s-1960s
Extolling of product attributes real or imagined
Lucky Strike, Brylcreem, Blue Bonnet

Consumer Era: 1970s-2010

Focus shifted to appealing to hearts & minds
of consumers
MasterCard Priceless, Nike Just Do It

Consumer Vigilantes
More than half of Americans report being
unhappy with the way businesses treat them
Powered by swell of corporate distrust
Using social media to band together to
demand change, increase accountability
Comcast Cable
United Airlines

Changing Media Landscape

Fragmentation threatens
reach of mass media
Social media is the first
to allow mass
conversation as well as
one-to-one
Greater transparency
Consumers now have
much greater power

Paid | Earned | Owned

The New 4 Ps of Relationship

Marketing
Personal

Physical

Participatory

Plausible

PURPOSE

Garfield & Levy

Cant Buy Me Like

Objectives
Success or failure depends on who you are
Key to building & maintaining relationships:
honesty & shared values
Customer retention is economically
advantageous
Focus on what people are saying rather than
where and how
Profit is a byproduct of pleasing people

Marketing in the Relationship Era

Strategies
Be genuine & transparent
Offer something of value
Make people feel something
Do something unexpected
Embrace all social networks
Measure & optimize

Recent Case Studies in

Relationship Marketing

Old Spice
The Man Your Man Could Smell Like
Launched on YouTube, expanded to other
channels and messages
Over 52M views to date, higher engagement
than Obamas victory speech
Old Spice Bodywash sales are up 27%

Secret Mean Stinks

FB campaign: encouraged teens to discuss
bullying
Generated over 1.3M shares to date
Increased sales by 20%, share by 8%
Demonstrates power of engagement vs.
viewership

Blendtec
Will It Blend? series
Spent $1,000 on videos, ran only on YouTube
Website received 120M+ visitors the month
the videos launched
Resulted in sales increase +700%

Krispy Kreme
Share price drop : $44 in 2003 to $1.15 in 2009
Reconnected with KK central purpose: JOY
Used Twitter and FB to engage fans, invite them
to share joy by posting photos
Now 5.1M fans on FB, 77K Twitter followers
KKD now up to $14.24

Dove Evolution
Aging brand looking to reposition itself with
younger audiences
Highlights how our perception of beauty is
distorted
Over 17M views on YouTube, $200M+ worth of
exposure for Dove

Chrysler

American Airlines

Celeb Boutique

KitchenAid

Kryptonite

For Next Week

Post a 250 word commentary in your Canvas
discussion group (due Sun, 2/7)
Post 75 word responses to two other posts in
your discussion group (due Thurs, 2/11)
Review materials posted on Canvas in
Week 4 Module prior to next class
Speakers:
Jefferson Burress, Digital Producer, GSD&M
Josh Jones-Dilworth, CEO, JDI

Exit Poll
What was your favorite part of class today?
Be sure to check your Top Hat grade book
score prior to leaving class to ensure your
attendance and participation for today were
recorded.
See you next week!