Branding Strategy that Sells: Creating Online-Offline Conversation

Universitas Indonesia, 9 Januari 2016

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B

ST P1 P2

P3 P4

Marketing: From Analysis to Strategy to Tactics

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C

C C

Globalization 1.0 (1492 – 1800)

• The New World

• Powerful Countries

Globalization 2.0 (1800 – 2000)

• Smaller World

• Multinational Companies

Globalization 3.0 (2000 –…)

• Flat World

• Individual

WEST DOMINATION

ANYONE Thomas Friedman

Author of The World is Flat

2005 2006 2007 2008

2009 2010 2011

Why do we need to create Brand Conversation?

Sources: Infographics on the Word and the World of Customers by Column Five & Word of Mouth Marketing Association (WOMMA) 2011

54% 47%

42% 31%

Word of Mouth Information from a website

Email sent by a friend

Online review

DRIVING FORCES OF PURCHASE DECISIONS

Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007.

ASPIRATIONS AND BELIEF

DAUD vs JALUT AVALANCHE ABOUT TO ROLL

ANXIETIES COUNTERINTUITIVE/ CONTRARIAN

PERSONALITIES

HOW-TO GLITZ AND GLAM SEASONAL/

EVENT-RELATED

THE NINE BLOCK CONVERSATION PLANNER

Create conversation themes

The Nine Block Conversation Planner

Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007

1 ASPIRATIONS AND BELIEFS

Aspirations are helpful because they engender feelings and help people engage with a company on a more emotional level

The Most Talked About!!

The Body Shop BELIEVES in products with environmental values thus it attracts LOYAL customers equally passionate about the values

BELIEVE IN WHAT YOU BELIEF!

Starbucks BELIEVES in producing quality products without compromising environmental hazards

The Nine Block Conversation Planner

Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007

2 DAUD vs JALUT

The David versus Goliath story is a classic, evergreen theme that taps into our deep-seated love for the UNDERDOG

ROOT FOR THE UNDERDOG!

“Jackson is a pioneer in the black culture when he broke barriers by appearing on MTV, and by breaking sales records with the 1982 album, Thriller.” www.cnn.com

The Nine Block Conversation Planner

Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007

3 AVALANCHE ABOUT TO ROLL

Big emerging TRENDS that could damage a business or industry practice wake people up and fuel discussions

TUNE IN FOR THE LATEST TRENDS

The Nine Block Conversation Planner

Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007

4 ANXIETIES

Fear and anxiety themes grab people’s attention. But the OVERUSE of the practice has exacerbated consumer skepticism.

ALWAYS FEEL THREATENED!

A classic anecdote based on anxieties: “You’ll never get fired for buying IBM!”

China’s rising power is feared by the United States

Video LG G Flex

The Nine Block Conversation Planner

Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007

5 COUNTERINTUITIVE/CONTRARIAN

The boldness of contrarian views grab ATTENTION; the more original and less arrogant they are, the MORE USEFUL they will be in provoking

meaningful conversations

CHALLENGE CONVENTIONAL WISDOM

Using a counterintuitive approach: “We are going to FIRE some of our customers!”

McDonald’s has always challenged on stereotypes…

The Nine Block Conversation Planner

Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007

6 PERSONALITIES

People want to talk about PEOPLE. Good personal stories help people feel GOOD

SHARE YOUR PERSONAL STORIES!

Steve Jobs’ commencement address to Stanford University in June 2005 has been discussed all over the world on every media

The Nine Block Conversation Planner

Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007

7 HOW-TO

How-to views, including advice and lessons, provide people with PRAGMATIC IDEAS that they can put to work to solve problems

PEOPLE LOVE HOW-TOs!

The company started how-to clinics and do-it-herself workshops after finding out that women initiate a big percentage of home improvement projects

The Nine Block Conversation Planner

Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007

8 GLITZ AND GLAM

We’re instantly drawn to stories about CELEBRITIES. They give us a lot to talk about with MANY PEOPLE

BENEFIT FROM POPULAR PEOPLE

The Nine Block Conversation Planner

Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007

9 SEASONAL / EVENT-RELATED

Talking about IDEAS tied to events is a well-used, proven strategy. Though short-term, it’s a PROVEN short-term strategy

CONNECT EVERY SEASON!

Gramedia launches ‘Back-to-School’ campaign every July

SuperBowl has been the topic of conversation every year

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The Model

Brand

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