Sunday, May 08, 2005
Practicing Audience-driven Marketing Program Design
In a world crowded with brands all vying for the ever shrinking attention span of the consumer (and on the B2B side, the business buyer), it only makes sense that the way brands rise above the noise is by 1) exuding the attributes that matter to the customer and continuing to delight them with each interaction and 2) leveraging technology to reach the buyer wherever they may be. While tighter budgets have meant more marketing resources have been pushed into lead-generation initiatives (a short-term focus) over brand-building activities (a long-term focus), marketing program design that is truly driven by audience needs can serve both ends. A well-engineered, process-driven marketing strategy connected with the company’s brand values, consistent visual execution with innovative graphic design and an almost maniacal focus on delighting the customer means the building blocks of future reputation will be set while near-term financial goals are achieved.
In fact, in companies where brand reputation is valued, the company’s leadership strives to maintain that reputation through practices that help create a unique identity and project a consistent and cohesive set of images and values to their audiences and customers. These practices include:
These practices are essential to long-term reputation building as well as reflecting short-term self-interest and create economic value for the corporate brand by reinforcing the company’s position and differentiation versus the competition.
In fact, in companies where brand reputation is valued, the company’s leadership strives to maintain that reputation through practices that help create a unique identity and project a consistent and cohesive set of images and values to their audiences and customers. These practices include:
- Develop ad campaigns that promote the company as a whole, not just its products, services or “brands”
- Complete ambitious programs that champion quality and customer service with a focus on not just keeping the customer happy, but delighting them at every turn
- Maintain control systems to screen employee activity for their positive and potentially negative impact on the company reputation
- Demonstrate environmental sensitivity, because it is both socially responsible and because these actions mesh with marketing programs to drive sales
- Hire internal staff and use specialized PR agencies to cultivate communications through the media
- Continually demonstrate “corporate citizenship” through sponsored philanthropy, pro-bono work and other community involvement
These practices are essential to long-term reputation building as well as reflecting short-term self-interest and create economic value for the corporate brand by reinforcing the company’s position and differentiation versus the competition.
Joseph Mann Sunday, May 08, 2005
0 Comments:
