Using the internet to build and enhance marketing relationships Kurt Karlenzig chemistri.
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Transcript of Using the internet to build and enhance marketing relationships Kurt Karlenzig chemistri.
Using the internet to build and enhance marketing relationships
Kurt Karlenzigchemistri
Today, I will attempt to answer these questions:
• What do companies want from relationships?• What do consumers want from relationships?• What is loyalty?• How do you use the internet effectively
enhance relationships?• Is bigger better?• What about cheese?
Introduction
Kurt Karlenzig• Leo Burnett - 10 years
– Working in interactive marketing for since 1995
co-founded chemistri in 2000
Clients
Relationship is a complicated word
Re-la-tion-shipNoun, circa 17441: the state of being related or interrelated2: the relation connecting participants in a
relationship: as a: KINSHIP b: a specific instance or type of kinship
3a: a state of affairs existing between those having relations or dealings <had a good relationship with his family> b: a romantic or passionate attachment
Marketers want relationships because:
• They want to learn more• Identify purchasing habits
– Develop methods to increase frequency
• Focus on most profitable customers– Build “loyalty”
For many the ultimate goal is to control the relationship
“Profit in business comes from repeat customers that boast about your product or service, and that bring friends with them.”
- W. Edwards Deming
The internet puts consumers in control
• “I don’t want a relationship with an aspirin brand I just want my headache to go away”– Consumers don’t think about relationships and brand
loyalty the way companies do
• Choice & control empower consumers– Able to filter messages
• Numerous ways to interact with brands– Detailed product information available 24/7– Comparison shopping giving near perfect information– 3rd party and community forums rate your product or
service• People love to share their opinions
Connection
Building blocks of a relationship
Understanding
Mutual Benefit
Trust
Building internet relationships also requires:
• Convenience• User and brand experience• Utility or application
The chemistri processeverything is designed to elicit a response
Role of onlinein a communications plan
Role of online in a communications plan
Guiding principals for success
• Develop and create content mapped to consumers insights – Content should also be appropriate to the context in
which it is delivered• Integrate with the brand’s “Zen”• Leverage the real power of the Internet
– Interactivity, personalization– A richer, engaging experience– Multiple channels of connectivity
• Build a relationship that ‘pulls through’ to purchase • Optimize throughout the process
Case StudyUS Army- goarmy.com
www.goarmy.com
Mission
Increase Army Recruitment via…– Addressing common mis-perceptions and
barriers– Re-casting Army image to increase relevance– Drive and automate lead generation process
Finding the right audience
• Segmentation study to determine best prospects
• Identified six key segments representing 20% of target universe
Address common barriers
• Not for people like me• Better Career Options• Misperceptions of Army Experience• Fear of Unknown
Recast image to increase relevance
• Soldier Profiles• Highlight competitive realities from
career/growth perspective• Bolster heroic image• Customize messages to specific targets
Drive lead generation
• Off-line stories drive viewers on-line• Enhanced paper based system with more
relevant leads• Re-tooled goarmy.com to provide more
segmented experience– Webisodes, profiles, MOS (job finder),
customized messages and content
Results
– First time in 3 years exceeded recruitment goals
• Completed ’01 goals 30 days ahead of schedule
• Leads up over 30%
– Increase goarmy.com site traffic by 150%– Longer site visits & more page views – Internet is now the # 1 source of qualified
leads at the lowest cost per lead
Keys to success
• Knowledge of the segments (audience)helped to identify proper media & messaging
• Integration between off/on-line efforts• Delivering on expected messages pivotal
to conversion (enlistment)• Right messages delivered at the right time
in the right place• Ability to further engage the audience with
brand helps to pre-qualify leads
Is bigger better?Compare and contrast - Airline programs
American AirlinesJet Blue
American Airlines offers a lot on it’s website…
The first (and largest) loyalty program
Jet Blue keeps it simple
The brand’s personality is very consistent
Other Examples
AmazonMiniKraft
Amazon constantly builds on relationships
“Not everything that can be counted counts, and not everything that counts can be counted.”
- Albert Einstein
But sometimes… it’s data is not in sync
Let’s put those middle fingers away
Mini splash
Home
Gallery
Build your own
Motor on
Mission mini - promotion
Keys to success
• Complete integration of the brand character in all messaging
• Motor on is more than a tagline -it’s a lifestyle– Gives a reason for consumers to stay
connected• Website has all the expected consumer wants
and some unexpected elements– all delivered in a fresh and intuitive manner
• Promotion (Mission mini) is not about price - It’s about exploring the brand
But what about cheese?
Recipes are Kraft’s connection to consumers
Consumer participation adds to the experience
Keys to success
• True to brand• The right elements for consumer
expectations– Recipes– Promotions– Product information
• Audience (community) participation creates a forum that is more valuable than a pure company site
“You’ve got to very careful if you don’t where you’re going, because you might not get there.”
- Yogi Berra
Summary
• Know your brand– Stay true to the “Zen”
• Know your audience– Know what they want from you
• Be consistent• Offer something unique
Summary
• Successful companies get the customer (consumer) involved– Over-reliance on data alone can lead to flawed
communications with consumers• Expect to continually enhance online offerings based on
audience response• Set realistic success goals
– Relationships take time
Thank you
Kurt Karlenzigk.karlenzig @ attbi.com
kurt @ chemistri.com