Tag:  engagement marketing Job

Retail Marketing Solutions | engagement marketing consultant Narayan Peth

Our talented team know how to excite, inspire and engage. With backgrounds in events, entertainment and travel, we’re full of ideas for amazing prizes and unforgettable incentives!

At Fulcrum, we all come to work every day because we have a shared love of travel and delivering once-in-a-lifetime experiences.

Our team meetings are buzzing with fresh ideas, brand new experiences and glowing feedback from our travellers. We know what makes a great incentive, we have an encyclopaedic knowledge of the best experiences around the world, and we have an ever-expanding ‘little black book’ of the most exclusive suppliers in the business.

In addition to our creative ideas and experience, we know that our clients value our expertise and dedication to solving problems rather than creating them. Prizes and incentives are our world, but we understand that our clients have other priorities, so we make sure we’re delivering our ideas on-time, on-budget and on-brand. We thrive on tight deadlines, logistical challenges and creating perfectly tailored solutions, without the headaches!

About us

Perfect solutions every time
As a leading marketing Agency, we’re immensely proud to work with brands and agencies across a huge range of sectors and industries, giving us an unrivalled breadth of experience.

we have created and fulfilled prizes for promotions and activations across the world.

Our aim: help our clients achieve their goals through our experience and expertise, taking the stress and hassle out of prize fulfilment.

We work for both direct brands and agencies, often in collaboration or with other specialist agencies and partners. Many of our clients have existing assets – from festival tickets to sports hospitality – which we help them to build into the best possible prize packages. Others want to create unique, eye-catching marketing and btl content around their prize winners. We can deal with winners from any country and in any language; we can provide a full btl management service; we can even source camera crews for content capture.

Whatever your brief, we’ve got it covered.

SALES INCENTIVES

Driving sales and performance through tailored, flexible incentive programmes

With pressure always on to drive sales and performance, sales incentives are an essential part of rewarding achievement within many companies. From internal staff reward programmes to dealer and channel incentives, there’s no better way to create a happy, engaged and motivated workforce.

Our main goal is to understand your people and what makes them tick. From hundreds in a call centre team to a small on ground sales team, a clear overview of your audience is the most important part of the process. By taking a best approach, offering maximum choice and flexibility, we create incentives which are targeted, effective and tailored to your team.

Whether it’s sales rewards, dealer incentives or channel incentives, drop us a line; we’d love to help you drive sales with our fresh and creative approach to prizes and incentives. From once-in-a-lifetime holidays to mini-breaks, high-street vouchers and designer goods, you can rest assured that with Fulcrum you’re in safe hands.

24 hour turnaround for urgent briefs
Topline ideas within 2 hours if needed
Competitive fixed quotes with no hidden costs
Expert Winner Management and Fulfilment

Retail Marketing Solutions | engagement marketing consultant Narayan Peth

Market Segmenting, Targeting, and Positioning

Chapter 5: Market Segmenting, Targeting, and Positioning

5.1 Targeted Marketing versus Mass Marketing
5.2 How Markets Are Segmented
5.3 Selecting Target Markets and Target-Market Strategies
5.4 Positioning and Repositioning Offerings
5.5 Discussion Questions and Activities

 

5.1 Targeted Marketing versus Mass Marketing

Learning Objectives

  1. Distinguish between targeted marketing and mass marketing and explain what led to the rise of each.
  2. Describe how targeted marketing can benefit firms.
  3. Explain why companies differentiate among their customers.

The segment(s) or group(s) of people and organizations you decide to sell to is called a target market. Targeted marketing, or differentiated marketing, means that you may differentiate some aspect of marketing (offering, promotion, price) for different groups of customers selected. It is a relatively new phenomenon. Mass marketing, or undifferentiated marketing, came first. It evolved along with mass production and involves selling the same product to everybody. You can think of mass marketing as a shotgun approach: you blast out as many marketing messages as possible on every medium available as often as you can afford (Spellings, 2009). By contrast, targeted marketing is more like shooting a rifle; you take careful aim at one type of customer with your message.

Automaker Henry Ford was very successful at both mass production and mass marketing. Ford pioneered the modern-day assembly line early in the twentieth century, which helped him cost-effectively pump out huge numbers of identical Model T automobiles. They came in only one color: black. “Any customer can have a car painted any color he wants, so long as it is black,” Ford used to joke. He also advertised in every major newspaper and persuaded all kinds of publications to carry stories about the new, inexpensive cars. By 1918, half of all cars on America’s roads were Model Ts (Ford, 1922).

Figure 5.1

Red Ford Model T

You could forget about buying a custom Model T from Ford in the early 1900s. The good news? The price was right.

Ford Europe – Ford Model T – CC BY-NC 2.0.

Then Alfred P. Sloan, the head of General Motors (GM), appeared on the scene. Sloan began to segment consumers in the automobile market—to divide them up by the prices they wanted to pay and the different cars they wanted to buy. The idea was to offer a car for every target market or for every income level. His efforts were successful, and in the 1950s, GM overtook Ford as the nation’s top automaker (Manzanedo, 2005). (You might be interested to know that before GM declared bankruptcy in 2009, it was widely believed the automaker actually had too many car models. After eliminating many models including Pontiac and Oldsmobile, General Motors made a turnaround and posted a large profit for 2011.)

Benefits of Segmenting and Targeting Markets

The story of General Motors raises an important point, which is that segmenting and targeting markets doesn’t necessarily mean “skinnying down” the number of your customers. In fact, it can help you enlarge your customer base by giving you information with which to successfully adjust some component of your offering—the offering itself, its price, the way you service and market it. More specifically, the process can help you do the following:

  • Avoid head-on competition with other firms trying to capture the same customers.
  • Develop new offerings and expand profitable brands and products lines.
  • Remarket older, less-profitable products and brands.
  • Identify early adopters.
  • Redistribute money and sales efforts to focus on your most profitable customers.
  • Retain “at-risk” customers in danger of defecting to your competitors.

The trend today is toward more precise, targeted marketing. Figuring out “who’s who” in terms of your customers involves some detective work, though—often market research. A variety of tools and research techniques can be used to segment markets. Government agencies, such as the U.S. Census Bureau, collect and report vast amounts of population information and economic data that can reveal changing consumption trends. Technology is also making it easier for even small companies and entrepreneurs to gather information about potential customers. For example, the online game company GamePUMA.com originally believed its target market consisted of U.S. customers, but when the firm looked more closely at who was downloading games from its Web site, they were people from all over the globe. With the increased use of social media, companies are able to get information on consumers’ search behavior. Loyalty cards that consumers scan at many grocery and drug stores provide an incredible amount of information on consumers’ buying behavior.

The great product idea you had? Companies are now using the Internet to track people’s Web browsing patterns and segment them into target groups. Even small businesses are able to do this cost-effectively because they don’t need their own software and programs. They can simply sign up online for products like Google’s AdSense and AdWords programs. You can locate potential customers by looking at blog sites and discussion forums on the Web. Big-boards.com has thousands of discussion forums you can mine to find potential customers interested in your product. Do you have a blog? Go to BlogPoll.com, and you can embed a survey in your blog to see what people think of your idea. If you have a Web site, you can download an application onto your iPhone that will give you up-to-the-minute information and statistics on your site’s visitors.

Getting a read on potential target markets doesn’t necessarily have to involve technology. Your own personal experience and talking to would-be buyers is an important part of the puzzle. Go where you think would-be buyers go—restaurants, malls, gyms, subways, grocery stores, daycare centers, and offices—and ask questions to find out what they do during the day, what they talk about, what products or services do you see them using, and do they seem to be having an enjoyable experience when using those products or are they frustrated?

Figure 5.2

A sweet & sour chicken Healthy Choice meal

The Healthy Choice line of frozen dinners was launched by a heart attack victim.

Ken – Healthy Choice – Sweet & Sour Chicken – CC BY-NC 2.0.

Healthy Choice frozen dinners were conceived as a result of questioning potential customers. The food-maker ConAgra launched the dinners in the late 1980s after its CEO, Charlie Harper, suffered a heart attack. One day a colleague complimented Harper on his wife’s tasty low-fat turkey stew. That’s when Harper realized there were people like him who wanted healthy convenience foods, so he began talking to them about what they wanted. Two years after the Healthy Choice line was launched, it controlled 10 percent of the frozen-dinner market by concentrating on the health conscious segment (Birchall, 2009).

Segmenting and Targeting a Firm’s Current Customers

Finding and attracting new customers is generally far more difficult than retaining your current customers. Think about how much time and energy you spend when you switch your business from one firm to another, even when you’re buying something as simple as a haircut. If you aren’t happy with your hair stylist and want to find a new hairdresser, you first have to talk to people with haircuts you like or read reviews of salons. Once you decide on a particular salon, you have to find it and explain to the new hairdresser how you want your hair cut and hope he or she gets it right. You also have to figure out what type of credit cards the new salon will accept and whether tips can be put on your credit card.

Finding new customers, getting to know them, and figuring out what they really want is also a difficult process, one that’s fraught with trial and error. That’s why it’s so important to get to know, form close relationships, and focus selling efforts on current customers (Birchall, 2009).

In 2009, Backroads, a California company focused on adventure-based travel increased its revenues by creating a personalized marketing campaign for people who had done business with them in the past. Backroads looked at customers’ past purchases, the seasons in which they took their trips, the levels of activity associated with them, and whether or not the customers tended to vacation with children. Based on their findings, Backroads created three relevant trip suggestions for each customer and sent postcards and e-mails with links to customized Web pages reminding each customer of the trips he/she had previously booked with Backroads and suggesting new ones. “In terms of past customers, it was like off-the-charts better [than past campaigns],” says Massimo Prioreschi, the vice president of Backroads’ sales and marketing group1.

In addition to studying their buying patterns, firms also try to get a better understanding of their customers by surveying them or hiring marketing research firms to do so or by utilizing loyalty programs. (A good source for finding marketing research companies is http://www.greenbook.org.) For example, if you sign up to become a frequent flier with a certain airline, the airline will likely ask you a number of questions about your likes and dislikes. This information will then be entered into a customer relationship management (CRM) system, and you might be e-mailed special deals based on the routes you tend to fly. British Airways goes so far as to track the magazines its most elite fliers like to read so the publications are available to them on its planes.

Twitter is another way companies are keeping in touch with their customers and boosting their revenues. When the homemaking maven Martha Stewart schedules a book signing, she tweets her followers, and voilà, many of them show up at the bookstore she’s appearing at to buy copies. Finding ways to interact with customers that they enjoy—whether it’s meeting or “tweeting” them, or putting on events and tradeshows they want to attend—is the key to forming relationships with them.

Many firms, even small ones, are using Facebook to develop closer relationships with their customers. Hansen Cakes, a Beverly Hills (California) bakery, has about two thousand customers who visit its Facebook page. During her downtime at the bakery, employee Suzi Finer posts “cakes updates” and photos of the goodies she’s working on to the site. Along with information about the cakes, Finer extends special offers to customers and mixes in any gossip about Hollywood celebrities she’s spotted in the area. After Hansen Cakes launched its Facebook page, the bakery’s sales shot up 15–20 percent. “And that’s during the recession,” notes Finer, who is obviously proud of the results she’s gotten (Graham, 2009).

Regardless of how well companies know their customers, it’s important to remember that some customers are highly profitable, others aren’t, and others actually end up costing your firm money to serve. Consequently, you will want to interact with some customers more than others. Believe it or not, some firms deliberately “untarget” unprofitable customers. Best Buy got a lot of attention (not all of it good) when it was discovered they had categorized its buyers into “personas,” or types of buyers, and created customized sales approaches for each. For example, an upper-middle-class woman was referred to as a “Jill.” A young urban man was referred to as a “Buzz.” Pesky, bargain-hunting customers that Best Buy couldn’t make much of a profit from were referred to as “devils” and taken off the company’s mailing lists (Marco, 2008).

The knife cuts both ways, though. Not all firms are equal in the minds of consumers, who will choose to do business with some companies rather than others. To consumers, market segmentation means: meet my needs—give me what I want2.

Figure 5.3

A Best Buy store

Are you a “high maintenance” customer? Always trying to “work a deal”? Then don’t call Best Buy. They’ll call you.

Mike Kalasnik – Best Buy Monroe, NC – CC BY-SA 2.0.

Steps companies take to target their best customers, form close, personal relationships with them, and give them what they want—a process called one-to-one marketing—are outlined in “Steps in One-to-One Marketing.” In terms of our shotgun versus rifle approach, you can think of one-to-one marketing as a rifle approach, but with an added advantage: now you have a scope on your rifle.

One-to-one marketing is an idea proposed by Don Peppers and Martha Rogers in their 1994 book The One to One Future. The book described what life would be like after mass marketing. We would all be able to get exactly what we want from sellers, and our relationships with them would be collaborative, rather than adversarial. Are we there yet? Not quite, but it does seem to be the direction the trend toward highly targeted marketing is leading.

Steps in One-to-One Marketing

  1. Establish short-term measures to evaluate your efforts. Determine how you will measure your effort. Will you use higher customer satisfaction ratings, increased revenues earned per customer, number of products sold to customers, transaction costs, or another measure?
  2. Identify your customers. Gather all the information you can about your current customers, including their buying patterns, likes, and dislikes. When conducting business with them, include an “opt in” question that allows you to legally gather and use their phone numbers and e-mail addresses so you can remain in contact with them.
  3. Differentiate among your customers. Determine who your best customers are in terms of what they spend and will spend in the future (their customer lifetime value), and how easy or difficult they are to serve. Identify and target customers that spend only small amounts with you but large amounts with your competitors.
  4. Interact with your customers, targeting your best ones. Find ways and media in which to talk to customers about topics they’re interested in and enjoy. Spend the bulk of your resources interacting with your best (high-value) customers. Minimize the time and money you spend on low-value customers with low growth potential.
  5. Customize your products and marketing messages to meet their needs. Try to customize your marketing messages and products in order to give your customers exactly what they want—whether it’s the product itself, its packaging, delivery, or the services associated with it (Harler, 2008; Peppers & Rogers, 1999; Peppers, et. al., 1999).

Audio Clip

Interview with Apurva Ghelani

http://app.wistia.com/embed/medias/de5a1d6419

Listen to Apurva Ghelani, a senior sales engineer, from the marketing company Air2Web, discuss how companies like NASCAR get permission from consumers to send them advertisements via their wireless devices.

Key Takeaway

Choosing select groups of people to sell to is called target marketing, or differentiated marketing. Mass marketing, or undifferentiated marketing, involves selling the same product to everyone. The trend today is toward more precise, targeted marketing. Finding and attracting new customers is generally far more difficult than retaining one’s current customers, which is why organizations try to interact with and form relationships with their current customers. The goal of firms is to do as much business with their best customers as possible. Forming close, personal relationships with customers and giving them exactly what they want is a process called one-to-one marketing. It is the opposite of mass marketing.

Review Questions

  1. Using the shotgun and rifle analogy, how do mass marketing, targeted marketing, and one-to-one marketing compare with one another?
  2. How is technology making it easier for firms to target potential customers?
  3. Outline the steps companies need to take to engage in one-to-one marketing with their customers.

1“Lift Sales with Personalized, Multi-channel Messages: 6 Steps,” July 9, 2009, http://www.marketingsherpa.com/article.php?ident=31299 (accessed December 2, 2009).

2“Market Segmentation,” The Market Segmentation Company, http://www.marketsegmentation.co.uk/segmentation_tmsc.htm (accessed December 2, 2009).

References

Birchall, J., “Out to Launch in a Downturn,” Financial Times, June 4, 2009, 10.

Birchall, J., “Value Trend Tests Brand Loyalty,” Financial Times, March 31, 2009, 12.

Ford, H., My Life and Work (Garden City, NY: Garden City Publishing Co., 1922), 72.

Graham, J., “Cade Decoratero Finds Twitter a Sweet Recipe for Success,” USA Today, April 1, 2009, 5B.

Harler, C., “Reaching the Unreachable,” Smart Business Cleveland, December 2008, 92.

Manzanedo, J. M., “Market Segmentation Strategies. How to Maximize Opportunities on the Potential Market,” February 20, 2005, http://www.daemonquest.com/en/research_and_insight/2006/10/11/market_segmentation_strategies_how_to_maximize_opportunities_on_the_potential_market (accessed December 1, 2009).

Marco, M., “LEAKS: Best Buy’s Internal Customer Profiling Document,” The Consumerist, March 18, 2008, http://consumerist.com/368894/leaks-best-buys-internal-customer-profiling-document (accessed December 2, 2009).

Peppers D. and Martha Rogers, “The Short Way to Long-Term Relationships,” Sales and Marketing Management, May 1, 1999, 24.

Peppers, D., Martha Rogers, and Bob Dorf, “Is Your Company Ready for One-to-One Marketing?” Harvard Business Review, January–February 1999, 151–60.

Spellings, R. Jr., “Mass Marketing Is Dead. Make Way for Personal Marketing,” The Direct Marketing Voice, March 20, 2009, http://thedirectmarketingvoice.com/2009/03/20/mass-marketing-is-dead-make-way-for-personal-marketing (accessed December 2, 2009).

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Retail Marketing Staff | engagement marketing Job Aarey Milk Colony

Our talented team know how to excite, inspire and engage. With backgrounds in events, entertainment and travel, we’re full of ideas for amazing prizes and unforgettable incentives!

At Fulcrum, we all come to work every day because we have a shared love of travel and delivering once-in-a-lifetime experiences.

Our team meetings are buzzing with fresh ideas, brand new experiences and glowing feedback from our travellers. We know what makes a great incentive, we have an encyclopaedic knowledge of the best experiences around the world, and we have an ever-expanding ‘little black book’ of the most exclusive suppliers in the business.

In addition to our creative ideas and experience, we know that our clients value our expertise and dedication to solving problems rather than creating them. Prizes and incentives are our world, but we understand that our clients have other priorities, so we make sure we’re delivering our ideas on-time, on-budget and on-brand. We thrive on tight deadlines, logistical challenges and creating perfectly tailored solutions, without the headaches!

About us

Perfect solutions every time
As a leading marketing Agency, we’re immensely proud to work with brands and agencies across a huge range of sectors and industries, giving us an unrivalled breadth of experience.

we have created and fulfilled prizes for promotions and activations across the world.

Our aim: help our clients achieve their goals through our experience and expertise, taking the stress and hassle out of prize fulfilment.

We work for both direct brands and agencies, often in collaboration or with other specialist agencies and partners. Many of our clients have existing assets – from festival tickets to sports hospitality – which we help them to build into the best possible prize packages. Others want to create unique, eye-catching marketing and btl content around their prize winners. We can deal with winners from any country and in any language; we can provide a full btl management service; we can even source camera crews for content capture.

Whatever your brief, we’ve got it covered.

SALES INCENTIVES

Driving sales and performance through tailored, flexible incentive programmes

With pressure always on to drive sales and performance, sales incentives are an essential part of rewarding achievement within many companies. From internal staff reward programmes to dealer and channel incentives, there’s no better way to create a happy, engaged and motivated workforce.

Our main goal is to understand your people and what makes them tick. From hundreds in a call centre team to a small on ground sales team, a clear overview of your audience is the most important part of the process. By taking a best approach, offering maximum choice and flexibility, we create incentives which are targeted, effective and tailored to your team.

Whether it’s sales rewards, dealer incentives or channel incentives, drop us a line; we’d love to help you drive sales with our fresh and creative approach to prizes and incentives. From once-in-a-lifetime holidays to mini-breaks, high-street vouchers and designer goods, you can rest assured that with Fulcrum you’re in safe hands.

24 hour turnaround for urgent briefs
Topline ideas within 2 hours if needed
Competitive fixed quotes with no hidden costs
Expert Winner Management and Fulfilment

Retail Marketing Staff | engagement marketing Job Aarey Milk Colony

Typical Marketing Channels

8.2 Typical Marketing Channels

Learning Objectives

  1. Describe the basic types of channels in business-to-consumer (B2C) and business-to-business (B2B) markets.
  2. Explain the advantages and challenges companies face when using multiple channels and alternate channels.
  3. Explain the pros and cons of disintermediation.
  4. List the channels firms can use to enter foreign markets.

Figure 8.4 “Typical Channels in Business-to-Consumer (B2C) Markets” shows the typical channels in business-to-consumer (B2C) markets. As we explained, the shortest marketing channel consists of just two parties—a producer and a consumer. A channel such as this is a direct channel. By contrast, a channel that includes one or more intermediaries—say, a wholesaler, distributor, or broker or agent—is an indirect channel. In an indirect channel, the product passes through one or more intermediaries. That doesn’t mean the producer will do no marketing directly to consumers. Levi’s runs ads on TV designed to appeal directly to consumers. The makers of food products run coupon ads. However, the seller also has to focus its selling efforts on these intermediaries because the intermediary can help with the selling effort. Not everyone wants to buy Levi’s online.

Figure 8.4 Typical Channels in Business-to-Consumer (B2C) Markets

Typical Channels in Business-to-Consumer (B2C) Markets. Producers sell to Agents/Brokers who sell to Wholesalers or Distributors who sell to Retailers who sell to consumers

Figure 8.5 Typical Channels in Business-to-Business (B2B) Markets

Typical Channels in Business-to-Business (B2B) Markets. Producers sell to Agents/Brokers who sell to Industrial Distributors who sell to Businesses or Government Users

Figure 8.6

A bunch of screws

Name it, and your company can probably buy it from Grainger Industrial Supply.

Gemma Stiles – Screws – CC BY 2.0.

Figure 8.5 “Typical Channels in Business-to-Business (B2B) Markets” shows the marketing channels common in business-to-business (B2B) markets. Notice how the channels resemble those in B2C markets, except that the products are sold to businesses and governments instead of consumers like you. The industrial distributors shown in Figure 8.5 “Typical Channels in Business-to-Business (B2B) Markets” are firms that supply products that businesses or government departments and agencies use but don’t resell. Grainger Industrial Supply, which sells tens of thousands of products, is one of the world’s largest industrial distributors. Nearly two million businesses and institutions in 150 countries buy products from the company, ranging from padlocks to painkillers.

Disintermediation

You might be tempted to think middlemen, or intermediaries, are bad. If you can cut them out of the deal—a process marketing professionals call disintermediation—products can be sold more cheaply, can’t they? Large retailers, including Target and Walmart, sometimes bypass middlemen. Instead, they buy their products directly from manufacturers and then store and distribute them to their own retail outlets. Walmart is increasingly doing so and even purchasing produce directly from farmers around the word (Birchall, 2010). However, sometimes cutting out the middleman is desirable but not always. A wholesaler with buying power and excellent warehousing capabilities might be able to purchase, store, and deliver a product to a seller more cheaply than its producer could acting alone. Walmart doesn’t need a wholesaler’s buying power but your local In ‘n Out convenience store does. Likewise, hiring a distributor will cost a producer money. But if the distributor can help the producer sell greater quantities of a product, it can increase the producer’s profits. Moreover, when you cut out the middlemen you work with, you have to perform the functions they once did. Maybe it’s storing the product or dealing with hundreds of retailers. More than one producer has ditched its intermediaries only to rehire them later because of the hassles involved.

The trend today is toward disintermediation. The Internet has facilitated a certain amount of disintermediation by making it easier for consumers and businesses to contact one another without going through any middlemen. The Internet has also made it easier for buyers to shop for the lowest prices on products. Today, most people book trips online without going through travel agents. People also shop for homes online rather than using real estate agents. To remain in business, resellers need to find new ways to add value to products.

Figure 8.7

A Nationwide Insurance ad that shows paint flowing off of a building and onto the parking lot

Be glad you’re not the owner of this parking lot because it’s going to need a lot of cleanup. This Nationwide Insurance ad drives home the point that close personal contact with your insurance agent might be a good idea.

plainpaul – paint_rabbit – CC BY-NC-ND 2.0.

Figure 8.8

Michael Dell, the founder of Dell, Inc.

Michael Dell, founder of the worldwide corporation Dell, Inc., initially made and sold computers to buyers by telephone out of his college dorm room.

Ed Schipul – Michael Dell – CC BY-SA 2.0.

However, for some products, disintermediation via the Internet doesn’t work so well. Insurance is an example. You can buy it online directly from companies, but many people want to buy through an agent they can talk to for advice.

Sometimes it’s simply impossible to cut out middlemen. Would the Coca-Cola Company want to take the time and trouble to personally sell you an individual can of Coke? No. Coke is no more capable of selling individual Cokes to people than Santa is capable of delivering toys to children around the globe. Even Dell, which initially made its mark by selling computers straight to users, now sells its products through retailers such as Best Buy as well. Dell found that to compete effectively, its products needed to be placed in stores alongside Hewlett-Packard, Acer, and other computer brands (Kraemeer & Dedrick, 2008).

Multiple Channels and Alternate Channels

Marketing channels can get a lot more complex than the channels shown in Figure 8.4 “Typical Channels in Business-to-Consumer (B2C) Markets” and Figure 8.5 “Typical Channels in Business-to-Business (B2B) Markets”, though. Look at the channels in Figure 8.9 “Alternate Channel Arrangements”. Notice how in some situations, a wholesaler will sell to brokers, who then sell to retailers and consumers. In other situations, a wholesaler will sell straight to retailers or straight to consumers. Manufacturers also sell straight to consumers, and, as we explained, sell straight to large retailers like Target.

Figure 8.9 Alternate Channel Arrangements

Alternate Channel Arrangements

The point is that firms can and do utilize multiple channels. Take Levi’s, for example. You can buy a pair of Levi’s from a retailer such as Kohl’s, or you can buy a pair directly from Levi’s at one of the outlet stores it owns around the country. You can also buy a pair from the Levi’s Web site.

The key is understanding the different target markets for your product and designing the best channel to meet the needs of customers in each. Is there a group of buyers who would purchase your product if they could shop online from the convenience of their homes? Perhaps there is a group of customers interested in your product but they do not want to pay full price. The ideal way to reach these people might be with an outlet store and low prices. Each group then needs to be marketed to accordingly. Many people regularly interact with companies via numerous channels before making buying decisions.

Figure 8.10

A man texting on his iPhone

In addition to selling products on TV and on the Web, QVC also sells them via its mobile message service. Customers can sign up to get alerts about products for sale and buy them on their cell phones.

r. nial bradshaw – smart phone texting – CC BY 2.0.

Using multiple channels can be effective. At least one study has shown that the more marketing channels your customers utilize, the more loyal they are likely to be to your products (Fitzpatrick, 2005). Companies work hard to try to integrate their selling channels so users get a consistent experience. For example, QVC’s TV channel, Web site, and mobile service—which sends alerts to customers and allows them to buy products via their cell phones—all have the same look and feel.

A company can also use a marketing channel to set itself apart from the crowd. Jones Soda Co. initially placed its own funky-looking soda coolers in skate and surf shops, tattoo and piercing parlors, individual fashion stores, and national retail clothing and music stores. The company then began an up-and-down-the-street “attack,” placing product in convenience and food stores. Finally, the company was able to sell its drinks to bigger companies like Starbucks, Barnes & Noble, Safeway, Target, and 7-Eleven stores1.

Would you like to purchase gold from a vending machine? Soon you will be able to—in Germany. Germans like to purchase gold because it’s considered a safe alternative to paper money, which can become devalued during a period of hyperinflation. So, in addition to selling gold the usual way, TG-Gold-Super-Markt company is planning to install “gold to go” machines in five hundred locations in German-speaking countries. The gold is dispensed in metal boxes, and cameras on the machine monitor the transactions to prevent money laundering (Wilson & Blas, 2009).

Video Clip

Gold to Go: Germany’s Version of an ATM Machine?

(click to see video)

Check out this YouTube clip to get a look at how a gold vending machine works.

Some companies find ways to increase their sales by forming strategic channel alliances with one another. Harley-Davidson has a strategic channel alliance with Best Western. Click on Harley-Davidson’s “Ride Planner” tab on its Web site, and you can sign up to receive points and other discounts by staying at Best Western hotels and motels (Gonzalez-Wertz, 2009). Starbucks now dispenses its beverages in some of Safeway’s grocery stores. Starbucks wants grocery shoppers at Safeway craving a cup of coffee to grab one; Safeway hopes customers dropping in for a Starbucks cup of coffee will buy some grocery products.

International Marketing Channels

Consumer and business markets in the United States are well developed and growing slowly. However, the opportunities for growth abound in other countries. Coca-Cola, in fact, earns most of its income abroad—not in the United States. The company’s latest push is into China, where the per-person consumption of ready-to-drink beverages is only about a third of the global average (Waldmeir, 2009).

The question is how to enter these markets? Via what marketing channels? Some third-world countries lack good intermediary systems. In these countries, firms are on their own in terms of selling and distributing products downstream to users. Other countries have elaborate marketing channels that must be navigated. Consider Japan, for example. Japan has an extensive, complicated system of intermediaries, each of which demands a cut of a company’s profits. Carrefour, a global chain of hypermarkets, tried to expand there but eventually left the country because its marketing channel system was so complicated.

Walmart managed to develop a presence in Japan, but only after acquiring the Japanese supermarket operator Seiyu (Boyle, 2009). As you learned in Chapter 2 “Strategic Planning”and Chapter 5 “Market Segmenting, Targeting, and Positioning”, acquiring part or all of a foreign company is a common strategy for companies. It is referred to as making a direct foreign investment. However, as you learned some nations don’t allow foreign companies to do business within their borders or buy local companies. The Chinese government blocked Coca-Cola from buying Huiyuan Juice, that country’s largest beverage maker.

Corruption and unstable governments also make it difficult to do business in some countries. The banana company Chiquita found itself in the bad position of having to pay off rebels in Colombia to prevent them from seizing the banana plantations of one of its subsidiaries.

One of the easier ways of utilizing intermediaries to expand abroad is a joint venture. You first learned about joint ventures in Chapter 2 “Strategic Planning”. A joint venture is an entity created when two parties agree to share their profits, losses, and control with one another in an economic activity they jointly undertake. The German automaker Volkswagen has struggled to penetrate Asian markets. It recently signed an agreement with Suzuki, the Japanese company, in an effort to challenge Toyota’s dominance in Asia. Will it work? Time will tell. Many joint ventures fail, particularly when they involve companies from different countries. Daimler-Chrysler, the union between the German car company and U.S. automaker Chrysler, is one of many joint ventures that fell by the wayside (Shafer, 2009). However, in some countries, such as India, it is the only way companies are allowed to do business within their borders.

Figure 8.11

The Louvre in France

McDonald’s opened a franchise in the Louvre. How about a little art with your Big Mac?

r. nial bradshaw – smart phone texting – CC BY 2.0.

An even easier way to enter markets is to simply export your products. Microsoft hasn’t done well with its Zune MP3 player in the United States. It subsequently redesigned the product and launched it in other countries (Bradshaw, 2009). Companies can sell their products directly to other firms abroad, or they can hire intermediaries such as brokers and agents that specialize in international exporting to help them find potential buyers for their products.

Recall that many companies, particularly those in the United States, have expanded their operations via franchising. Franchising grants an independent operator the right to use a company’s business model, name, techniques, and trademarks for a fee. McDonald’s is the classic example of a franchise. Unlike Walmart, McDonald’s has had no trouble making headway in Japan. It has done so by selling thousands of franchises there. In fact, Japan is McDonald’s second-largest market next to the United States. The company also has thousands of franchises in Europe and other countries. There is even a McDonald’s franchise in the Louvre, the prestigious museum in Paris that houses the Mona Lisa. Licensing is similar to franchising. For a fee, a firm can buy the right to use another firm’s manufacturing processes, trade secrets, patents, and trademarks for a certain period of time.

Key Takeaway

A direct marketing channel consists of just two parties—a producer and a consumer. By contrast, a channel that includes one or more intermediaries (wholesaler, distributor, or broker or agent) is an indirect channel. Firms often utilize multiple channels to reach more customers and increase their effectiveness. Some companies find ways to increase their sales by forming strategic channel alliances with one another. Other companies look for ways to cut out the middlemen from the channel, a process known as disintermediation. Direct foreign investment, joint ventures, exporting, franchising, and licensing are some of the channels by which firms attempt to enter foreign markets.

Review Questions

  1. Why are direct marketing channels possible for some products and not others?
  2. Explain the value middlemen can add to products.
  3. Name some companies that have multiple marketing channels for their products. What are those channels?
  4. How do marketing channels differ around the world? Why is it sometimes hard for firms to penetrate foreign markets?

1“About Jones Soda Co.,” JonesSoda.com, http://www.jonessoda.com/company/about-us(accessed April 13, 2012).

References

Birchall, J., “Walmart Aims to Cut Supply Chain Cost,” Financial Times, January 4, 2010, 4.

Boyle, M., “Walmart’s Painful Lessons,” BusinessWeek, October 13, 2009, http://www.businessweek.com/managing/content/oct2009/ca20091013_227022.htm (accessed December 12, 2009).

Bradshaw, T., “Zune to Launch Outside U.S.,” Financial Times, November 16, 2009, http://www.ft.com/cms/s/0/76f98ae8-d205-11de-a0f0-00144feabdc0.html (accessed December 11, 2009).

Fitzpatrick, M., “The Seven Myths of Channel Integration,” Chief Marketer, October 1, 2005, http://chiefmarketer.com/multi_channel/myths_integration_1001 (accessed December 12, 2009).

Gonzalez-Wertz, C., “Ten Examples of Smarter Customer Focus” (blog), WordPress.com, February 11, 2009, http://museandmaven.wordpress.com/2009/02/11/10-examples-of-smarter-customer-focus (accessed December 12, 2009).

Kraemeer K. L. and Jason Dedrick, “Dell Computer: Organization of a Global Production Network,” Center for Research on Information Technology and Organizations, University of California, Irvine, 2008, http://escholarship.org/uc/item/89x7p4ws#page-2 (accessed April 13, 2012).

Shafer, D., “Asia Is Final Frontier for VW Empire,” Financial Times, December 10, 2009, 17.

Waldmeir, P., “Coca-Cola in New China Push,” Financial Times, March 7, 2009, 10.

Wilson J. and Javier Blas, “Machines with Midas Touch Swap Chocolate for Gold Bars,” Financial Times, June 17, 2009, http://www.jonessoda.com/company/about-us (accessed April 13, 2012).

Feet On Street marketing
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RWA Marketing firm | Store marketing Solutions Narayan Peth

We inspire the people who power your business.

No matter who you are and what you sell, the success of your business relies on your ability to engage with two critically important groups – the people who buy from you and the people who work for you. At Fulcrum, we create truly personalised incentive programmes that have the power to energize your business. Each Fulcrum initiative is designed around the specific interests and aspirations of your customers and your people. We engage and inspire the people that matter – the people who power your business.

Our Values
Client- centricity and the provision of quality service are key values. Providing a developmental and supportive marketing environment for our staff and recognising the importance of our suppliers are integral to our business ethic. Openness, honesty, transparency and a commitment to our community underpin everything we do.

Our Team
The heart and soul of what has made us so successful is our staff. It is their passion, commitment to quality and positive, can-do attitude that delivers outstanding performance to our clients and reinforces our reputation for service excellence.
From selection & recruitment through to training & development, we continually invest in our staff to ensure we have the right people, with the right skills to make sure that the job gets done right, first time.

Quality
Fulcrum has always aimed to be quality leaders in our industry. An impressive array of accreditations, for Quality, Environment, Security and Staff development are simply the kite-marks that demonstrate our core values in this respect.

Fulcrum Agencies
Over the years we have worked with agencies of all sizes and styles. We understand the hectic world of marketing and advertising and we have developed services specifically designed to adapt to short lead-times, changing needs, last minute requests and the occasional ‘sprint finish’.

Retail
With a long-history of providing services to retailers, whether major chains or small specialist outlets, it was a very easy step for us to adapt that to the on-line world. These days we can handle high-volume fulfilment for direct-to consumer on-line web-orders as we can easily provide retail replenishment and store refurbishment.

Develop Marketing Plan Small Business

 How do you get started with a marketing plan for a small business?

 

First, know your audience or “target market” and understand their needs.Second, position yourself to meet those needs with a solution-oriented marketing plan.Decide on how you’ll connect to customers and begin developing your brand.

 

 What is the best way to learn your audience or “target market”?

You must conduct market research: both primary and secondary research.Primary research is research you do yourself.  It’s a good way to learn more about your specific market. Secondary research is research such as statistics and information from other sources like libraries, Chambers of Commerce, local and federal government publications, etc.  This is best for getting a general overall view of the market or industry you’ll be operating within.

 

What is the best way to conduct market research?

 

 You can conduct primary research by reaching out to current, former, or even potential customers and asking them pertinent questions about their needs via surveys, focus groups, or in-person interviews.  If your budget allows, you might consider hiring a market research firm who might conduct telephone polls and focus groups. Secondary research (the least expensive of the two) can be conducted by visiting libraries, internet searches on sites of the U.S. Census, Department of Commerce, Bureau of Labor Statistics, Small Business Administration, Chambers of Commerce, and local governments.

Once a business owner knows their target market, and how to meet their needs, what should be the next step in the development of the marketing plan?

 Defining your brand and tailoring your products and services to your target audience are the next steps. This includes developing your brand’s vision, mission, and company message in ways that are meaningful to your core audience, and this includes branding your company’s insignia on logos and creating websites. Armed with what you learned from your market research, tailor your product and service offerings catalog to meet the stated needs of your target market.

With a defined brand, targeted market, and products or services ready to sell, how do I put my marketing plan into action steps?

 

 Start by clearly stating your goals (e.g. attracting new customers, retaining old customers, encouraging repeat business).  Prioritize long and short-term goals (set time limits and stick to them). When describing how you plan to achieve your goals.  Be specific; break it down by activity (branding, promotion and sales strategy, email marketing, affiliate marketing, networking, etc.).  Create monthly and weekly sales goals and activities to execute your strategic marketing plan and achieve your revenue goals.

What is the best way to execute my action plan?

Start by reviewing your priorities and the timelines you’ve set, and address each priority in order of importance.

 How can I implement a small business marketing plan on a limited budget?

 

 Maximize your dollars spent and look for creative ways to implement marketing steps that don’t cost money (e.g. social media, Search Engine Optimization (SEO), blogging, podcasting, video blogging).When hiring someone for marketing help, use your hourly rate and time saved as the litmus test and price threshold for what you’re willing to pay.  For example, if you charge $100/Hour as a Consultant and you estimate it will take about 10 hours for you to review your customer records, could you find someone to effectively do the work for you for $1000? If so, then it’s definitely worth it to use them, since it will free up your time and you can continue running your business and servicing your customers.

 

 If my number #1 priority is getting new customers, how can I do that?

 

To attract new customers, you could offer an incentive or free giveaway for them to sign-up for your newsletter (e.g. 10% off first purchase, special report, or free sample.) Then use the newsletter to keep in touch by providing helpful information and informing them on new products and services. Use a blog and/podcast series with topics of interest to your core audience. You could also begin an affiliate marketing program with a complimentary business that refers business in exchange for a commission of sales.

 What are some other ways that I can creatively market to my business?

 

Contact the media to pitch stories about your business or your customers who have been successful using your product or service; Offer to speak for free at local speaking events (e.g. Rotary Clubs, Chambers of Commerce, Women’s groups etc.); Start a community for your core customers on Facebook, LinkedIn or Twitter.

What are some of the big mistakes entrepreneurs make in small business marketing?

 

 Be sure to track marketing efforts.  Make note of where customers learned about you and how they found you. Conduct ongoing primary market research by asking for customer feedback; Use surveys as another marketing tool in your arsenal (e.g. The MiniMarketing Survey).Be sure tooffer customers an incentive to complete surveys (e.g. Free item/service).Use feedback to help shape future marketing efforts.

 

 

 

 

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RWA Marketing Activities | Store marketing Staff Aarey Milk Colony

We inspire the people who power your business.

No matter who you are and what you sell, the success of your business relies on your ability to engage with two critically important groups – the people who buy from you and the people who work for you. At Fulcrum, we create truly personalised incentive programmes that have the power to energize your business. Each Fulcrum initiative is designed around the specific interests and aspirations of your customers and your people. We engage and inspire the people that matter – the people who power your business.

Our Values
Client- centricity and the provision of quality service are key values. Providing a developmental and supportive marketing environment for our staff and recognising the importance of our suppliers are integral to our business ethic. Openness, honesty, transparency and a commitment to our community underpin everything we do.

Our Team
The heart and soul of what has made us so successful is our staff. It is their passion, commitment to quality and positive, can-do attitude that delivers outstanding performance to our clients and reinforces our reputation for service excellence.
From selection & recruitment through to training & development, we continually invest in our staff to ensure we have the right people, with the right skills to make sure that the job gets done right, first time.

Quality
Fulcrum has always aimed to be quality leaders in our industry. An impressive array of accreditations, for Quality, Environment, Security and Staff development are simply the kite-marks that demonstrate our core values in this respect.

Fulcrum Agencies
Over the years we have worked with agencies of all sizes and styles. We understand the hectic world of marketing and advertising and we have developed services specifically designed to adapt to short lead-times, changing needs, last minute requests and the occasional ‘sprint finish’.

Retail
With a long-history of providing services to retailers, whether major chains or small specialist outlets, it was a very easy step for us to adapt that to the on-line world. These days we can handle high-volume fulfilment for direct-to consumer on-line web-orders as we can easily provide retail replenishment and store refurbishment.

8 Reasons to Hire an Experiential Marketing Agency

Are you looking to join the rapidly increasing number of brands taking their marketing efforts to the streets? Are you holding back because you think you can save money by doing it in-house? Whether you need to convince yourself, your team or your boss, these 8 reasons will show you why you need to hire an experiential marketing agency for your next brand activation.

1. Retain Complete Control

You define the agency’s role. An experiential marketing agency’s objective is to support you where you need it most. You have bigger things to focus on than tracking shipments, coordinating with activation sites or staff t-shirt sizes. An agency filters through the logistics so you focus on what’s important.

2. Score the Cream of the Crop

Agencies have the experience and connections to land you the best marketing vehicles, displays and brand ambassadors across the U.S. Great experiential marketing agencies will have an extensive inventory and network of supplies, vendors and talent that are well-seasoned in the industry. They have relationships in place that will help score the best prices for your budget, saving you the hours it takes to figure out what the market value for your need even is.

3. A Tried & True Process

Any master of their craft tests their methods and adjusts to optimize success. The more years in the industry, the more opportunity there is to boil down a tried & true turnkey event production and management process. You don’t have years to master event logistics, so hire a seasoned veteran!

4. Permits, Parking, Police

3 things no event planner loves to deal with; 3 things an agency will endure just for you.

5. Reporting to Your Boss

They want to know how many people showed up, how many samples were given out, how many posts to social media used your #hashtag, and all the other analytics needed to measure your return on investment (ROI). Tell an agency your key performance indicators and they’ll report the numbers!

6. It’s the Little Things

When you go to an agency that specializes in event logistics, you’re hiring experts of the event production industry: They know every ingredient, down to the fire extinguisher! Flowers, batteries, extension cords and dinner reservations for your team after the big launch are the small touches that make a difference.

7. Insurance

Ice cream can melt, tents can fly away, tires can go flat. A $2 million liability insurance plan keeps you covered when life happens.

8. On Time & On Budget

You’ll save both time and money when you outsource your brand activations. When your contract is signed, you have a team committed to keeping one eye on the calendar and the other on the bottom line. You’ll be notified of approaching deadlines and purchases will be made with your budget in mind.

In the end, you’re hiring experts to do expert work. As long as you hire an experiential marketing agency with a reputable list of clients, a diverse portfolio, and numbers that show results, you’ll be happy you avoided the headache and put your time and money in the hands of industry professionals.

 

 

 

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RWA Marketing Activities , Store marketing Staff , house2house marketing Services , direct marketing Services , Street marketing Services , Business Parks Marketing Services , corporate park Marketing Services , B 2 C marketing Services , f2f marketing Services

 

home to home marketing Job | Retail Marketing Solutions in pune

Fulcrum Marketing Services in Pune are the catalyst to bringing your advertising vision to life. While many ideas start in a boardroom, you need experienced marketers on the ground who are able to conceptualize, plan and execute a well thought-out marketing campaign in the field.

we supply the experience, connections, relationships, and knowledge needed to maximize the potential return on investment for each of our clients as well as help identify and pursue select market opportunities as they come available, home to home marketing Job | Retail Marketing Solutions in pune. Our local insight allows us to create exceptional investment potential for our partners and clients and enhanced living experience for our residents.

CREATING COMMUNITIES WHERE PEOPLE ARE EAGER TO LIVE AND RELUCTANT TO LEAVE

We define and position apartment homes for success. We are passionate about the residential experience and the qualitative and quantitative points that drive us to make strategic decisions that inform what a home should be — specific to its marketplace.

Results are realized through both the speed of lease-ups and financial performance of the on-going stabilized investment.

MARKET RESEARCH
We crunch the numbers, ask the questions, assess current trends and forecast future trends with detailed, up-to-date research to understand our markets; Ensuring our clients have the right data points to make the best decisions going forward.

MARKET POSITIONING
What’s the experience living here? What’s the story and name of this place? Our experience and insight allows us to identify and position each project’s distinctive offerings as its market niche. We provide an understanding that goes deeper than looking at trends. We create sought-after, thoughtfully executed apartment communities that are compatible with their surrounding neighborhoods.

MARKETING STRATEGY
Overall success relies on a thoughtful marketing strategy. In a constantly changing environment, we develop and implement each marketing initiative specific to your audience and budget. Reaching consumers in a way that educates and informs; ultimately creating product desirability and excellent rates of return.

 

 

3 Fundamental Elements of an Event Marketing Experience

As a marketer today, communicating with consumers in a competitive environment can be a daunting task. That task doubles when you have a complex message to convey. That’s where an experiential marketing program can help tremendously. Here are the three foundational elements of event marketing that will help clearly communicate your message to your consumers.

 Stimulation

Face-to-face marketing has a huge advantage over all over forms. It’s a no brainer. You actually get to physically interact with your consumers, and that opens the doors to stimulation. From kiosks with buttons, sounds and lights, to big, bold and beautiful sculptures, there are a million creative ways to bring your message to life and draw consumers in and engage their senses. The interaction will provide greater impact on the information they retain and potentially a more positive influence on the experience. The key here is to understand the unique audience and what will resonate best.

Environment

Create an environment conducive to your event marketing goals. This goes hand in hand with stimulation. You can engage consumers’ senses with anything you put in front of them, but if the environment doesn’t match the message you are trying to communicate, the experience will not be effective. The environment sets the scene and if what they see and hear feels inauthentic, you may not even get the opportunity to engage them. Your consumers should be encouraged to explore and feel comfortable in the environment. In addition to layout and signage, music is a subtle way to support the overall brand message and set the tone for the experience.

Dialogue

Put a face to your brand. Conversation is absolutely vital when communicating any complex message. Likely the second line of interaction with you consumer, it is imperative to employ the right team of people to represent your brand. Your time is so limited with consumers, coupled with shorten attention spans, ambassadors who are knowledgeable on your brand and can answer questions is essential. Additionally, watching an individual demonstrate a product builds trust particularly among more reserved consumers who prefer to follow someone’s lead.

 

home to home marketing Job | Retail Marketing Solutions in pune

 

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house2house marketing Services | Retail Marketing Staff in pune

Fulcrum Marketing Services in Pune are the catalyst to bringing your advertising vision to life. While many ideas start in a boardroom, you need experienced marketers on the ground who are able to conceptualize, plan and execute a well thought-out marketing campaign in the field.

we supply the experience, connections, relationships, and knowledge needed to maximize the potential return on investment for each of our clients as well as help identify and pursue select market opportunities as they come available, house2house marketing Services | Retail Marketing Staff in pune. Our local insight allows us to create exceptional investment potential for our partners and clients and enhanced living experience for our residents.

CREATING COMMUNITIES WHERE PEOPLE ARE EAGER TO LIVE AND RELUCTANT TO LEAVE

We define and position apartment homes for success. We are passionate about the residential experience and the qualitative and quantitative points that drive us to make strategic decisions that inform what a home should be — specific to its marketplace.

Results are realized through both the speed of lease-ups and financial performance of the on-going stabilized investment.

MARKET RESEARCH
We crunch the numbers, ask the questions, assess current trends and forecast future trends with detailed, up-to-date research to understand our markets; Ensuring our clients have the right data points to make the best decisions going forward.

MARKET POSITIONING
What’s the experience living here? What’s the story and name of this place? Our experience and insight allows us to identify and position each project’s distinctive offerings as its market niche. We provide an understanding that goes deeper than looking at trends. We create sought-after, thoughtfully executed apartment communities that are compatible with their surrounding neighborhoods.

MARKETING STRATEGY
Overall success relies on a thoughtful marketing strategy. In a constantly changing environment, we develop and implement each marketing initiative specific to your audience and budget. Reaching consumers in a way that educates and informs; ultimately creating product desirability and excellent rates of return.

 

 

The Four P’s of Experiential Marketing

Marketers that have been in the business long enough can recite the “Four Ps” of marketing off of the top of their heads: product, price, place, and promotion. These Four Ps refer to a marketer’s responsibility to create the right product, price it correctly, distribute it to the consumer, and promote it to the target audience. But according to Scott Schenker, a senior-level executive at Microsoft, there are four other Ps that marketers need to consider when planning an experiential marketing event. Here are the four P’s of experiential marketing:

Place

Anyone who attends your events should know that your brand is sponsoring the event the moment that they walk through the door. This is true of all guests, even those that are not extremely loyal customers or very familiar with your brand. But, this doesn’t necessarily mean that the space should be filled to the brim with logos and branding. Of course, every event should have branding, but guests should still be able to tell it’s your event even if the logos and slogans were all removed.

For example, imagine walking into an Apple store. If the products were no longer on display, would you still be able to tell you were in an Apple store? Most people would immediately recognize the clean, all-white aesthetic and associate it with the Apple brand. Try to do this at your event so guests feel as if they are immersing themselves completely into the brand experience that you have created for them. If you can pull this off, then you will have mastered the first P of experiential marketing.

Purpose

The second P of experiential marketing according to Schenker is purpose. A successful experiential marketing event serves some sort of purpose. Many brands make the mistake of assuming the purpose of an event is to reach a goal that will benefit the company. For instance, they may define the purpose of an event as “raising brand awareness” or “generating leads.” But, the purpose of an event should be defined with the consumer in mind. What is the purpose of them being at the event? What are they getting out of attending the event? They don’t care whether you are successful in raising brand awareness or generating new leads, so define their purpose instead of focusing on yours.

Schenker suggests that it doesn’t take much to give guests a sense of purpose once they arrive at the event. In fact, he mentions that even displaying the brand’s tagline throughout the event is enough to help guests understand their purpose. For instance, the international cosmetic company L’Oreal has a tagline that states “Because you’re worth it.” Posting this tagline throughout an event would make it clear that guests are there to explore ways they can pamper themselves with L’Oreal’s products. This isn’t the only way to create a sense of purpose, but it may be the simplest way for brands to master this “P” of experiential marketing.

Pride

Everyone who represents your brand, from your employees to your brand ambassadors, should show pride in what they are doing at the event. Guests will be able to tell when someone who is representing your brand doesn’t truly care about the event or its purpose. This indifference will rub off on anyone who this person encounters, which could affect the atmosphere of the event.

Make sure the brand ambassadors that are working your event know how to greet guests, engage in friendly conversations, and give off positive vibes. Brand ambassadors should also be warned that they are always “on” even when they are not talking face-to-face with a customer. This means they should know it’s never acceptable to roll their eyes or give off a bad attitude when they think no one is watching. In today’s world, someone is always watching, and if it’s a guest, they will pick up on the brand ambassador’s lack of pride for your company. If you want guests to be excited about your brand, then the people that are working for you should be excited, too.

Promote

You may think that this “P” has to do with promoting the event to ensure that people attend, but that’s not the case. When Schenker refers to promotion, he means the opportunity to cross-promote. As you are planning an experiential marketing event, look for opportunities to cross-promote other products or services that you offer.

However, make sure you keep the audience in mind when deciding how or if you should cross-promote other products or services. In order to master this “P” of experiential marketing, the cross-promotion must feel natural. You should only choose products or services that the guests at your event will benefit from, otherwise they’re not worth cross-promoting.

 

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marketing Recruiters in Chembur Causeway

ABOUT FIELD MARKETING

WHAT IS FIELD MARKETING? Field marketing and marketing Recruiters in Chembur Causeway is becoming more popular for companies in various industries. From food and beverage to consumer goods. It’s a tool that can be used to showcase latest products or services in a face to face environment with consumers. Furthermore companies recognise the importance of having brand ambassadors and reps on the ‘front line’ introducing the public to new innovations or delicious treats. This is done in the ‘field’; around shopping centers and in retail hot spots, expos and events, university campus’ and sport stadiums to name a few. Most campaign activities focus on customer facing roles including product demonstrations, direct selling and street training teams. However not all field marketing is consumer facing such as auditing and merchandising. Goals and outcomes of field marketing will differ from company to company. Some campaigns are designed to increase brand awareness or sales. While others may be to collect data and feedback about the product and its market. At Splatter we have all the tools necessary for the clients desired outcome to be achieved WHAT A FIELD MARKETING TEAM LOOKS LIKE. For successful field marketing campaigns companies might have dedicated teams within their business whose task it is to be creative and manage field marketing initiatives. However agencies are also on hand to support a campaign. By offering staff, management and infrastructure the client can focus on the more creative aspect of the campaign. A field marketing agency and  marketing Recruiters in Chembur Causeway tends to work in territories operating with reps within their own regions. Often overlooked by regional or national managers depending on the scale of the team. Although territory management is more important for wide scale national distributing business, smaller brands are recognising the importance of managing promotions on a more local scale using teams to promote, audit and sell in their regions.

WHAT CAN FIELD MARKETING DO FOR YOUR BUSINESS?

1. PRODUCT DEMONSTRATIONS

As mentioned already, demo days are a popular tool of field marketing. These campaigns can stretch from as little as one week to 6 months however some are continuous and full time. For consumer goods this would mean having brand representatives in retail stores and around shopping centers, events or road shows. Finally The Brand Ambassadors are engaging with the consumer and showing them how the product or service works. This is important as it allows a potential buyer to get hands on experience and a feel of ownership of the product; most importantly the rep is also on hand to answers any questions the customer may have. Although a sell is great the main aim of a demo campaign is brand awareness. Food and beverage take a slightly differently approach. By handing out free samples and one off deals of their product around retail and events, consumers are getting a taste of the brands latest delicious treats and at the same time everyone loves free food! Sampling is a fun activation and is effective when bringing new products to the high street. Marketing Training Learn more about product demonstrations by checking out our in depth guide here.

2. DIRECT SELLING

Much like product demonstrations these campaigns have brand reps or ambassadors at the center of them. The difference is it’s more about the selling of the product. Sales rep might have targets to adhere to. Finally these campaigns are super effective during peak times when the difference in a sale or not can be having a knowledgeable brand rep in store. Product Demonstrations Learn more about what direct selling is in our guide here.

3. RETAIL AUDITS AND MERCHANDISING

Auditing takes the reps out off the front line and away from the consumer. Auditing teams are used by marketers to monitor traditional marketing strategies that they put in place across retail. Most of all audits ensure that the brand is represented as it should be on shelves and around retail hot spots. Examples are; checking POS is as it should be across the territories, promotions advertised and running and paid spaces such as gondolas are set up. The data collected from the teams can be useful for the marketers to negotiate better future deals. In addition it also allows for mistakes to be rectified there and then by the reps. Splatter offer a live system that can be monitored by the client in real team meaning that red flags in the field can be dealt with instantaneously .Store Audits and Merchandising To learn more about Audits and merchandising view our guide here.

4. GUERRILLA MARKETING

When it comes to guerrilla marketing the gloves are off. They are usually low budget campaigns but with the right imagination and ideas they offer up some unprecedented results. Furthermore the term ‘Guerrilla Marketing’ itself is used to refer to campaigns that surprise consumers in locations and ways they might not usually expect. For that reason the experience remains with the consumer.

5. PRODUCT SAMPLING

Product Sampling To learn more about sampling work and what that involves view our guide here. WHO DOES WHAT? FIELD MARKETING REP: These guys and girls are the cream of the crop, they are masters of everything. Sometimes they may be conducting training sessions on major proportion for a retailers whole selling team. Another role they find themselves in are in is in the field collecting data and conducted audits. Finally everything in between including sales, merchandising, and working at events. Their primary concern is to drive brand awareness across their region through face to face with consumer and staff on a retail level. Read about what being a field marketing rep is all about here. FIELD MARKETING MANAGER: The field manager’s role is to oversee the field reps; it is their duty to ensure the field marketing campaigns achieves the clients intended goal. As the manager of all the region, they hold the responsibility of ensuring that all reps are trained and directed towards the client’s goals. In addition the field marketing manager will work closely with the clients marketing executives to align the marketing objectives and goals with team in the field. Finally they will then report the findings and feedback from the team. Read more about what being a field marketing manager entails here. BRAND AMBASSADOR/BRAND REP As we know by now the BA role is one of the most crucial in field marketing. Ultimately they are usually supplied by the marketing agency and are tasked with promoting and representing the client’s brand. This can work well within a University by hiring a student to represent the brand around campus; this is perfect for low budget campaigns as sometimes all it takes is giving the BA some products to show off. Some larger scale business’ use celebrities to endorse their product and services by making them the face of their brand using social media to promote to their following. Learn about the various roles within the Field Marketing industry are by reading our guide here. You can also join our team by signing up here. DO YOU NEED FIELD MARKETING? Field marketing as you have seen is a useful tool to accompany other traditional marketing strategies. For example a company might pay a huge amount of money for prime advertising spot during a major sports event. However if this is the case it is important for the brand to follow up with demos in stores. If there is a brand rep placed in store the following few days after the advertising campaign the customer is more likely to come over and ask some questions about the product. Another reason you might need field marketing is to ensure your budget has been well spent. After investing into a large scale in-store promotion campaign you want to ensure that it is implemented to the standard agreed with the retailer. Data can be collected by auditing teams and analysed to see if the money had been well spent. Furthermore it also gives opportunity for future campaigns to implemented with higher efficiency and success.      

marketing Recruiters in Chembur Causeway

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engagement marketing Job in mumbai

MARKETING, ADVERTISING, BRANDING, & DESIGN FIRM

The Fulcrum Agency is the Mumbai marketing company and engagement marketing Job in mumbai  advertising agency that businesses turn to because we transform businesses into brands. With over 12 years of experience, we help business owners like you with branding, marketing, advertising, and complete creative solutions. Our Marketing Services Mumbai As a Mumbai marketing and advertising firm, we have an incredible list of services that allows us to tackle any marketing or advertising challenge that comes our way.

MARKETING

Let’s help you get the most out of your marketing with strategies and solutions that make sense for your budget and business. Learn more…

ADVERTISING

Advertising needs two things: great creative, great choices and great management of your media spend. Let’s show you how we can do both. Learn more..

BRANDING

You’re nothing without a strong brand. We’ve been building great brand for over 12 years. Let’s show you how we can build yours. Learn more..

DESIGN

Design is critical to the success of any marketing or advertising campaign. Our amazing team of Mumbai graphic designers will blow you away! Learn more…

COPY-WRITING

Copy-writing is how your communicate your brand and message to the world. Our wordsmiths will give voice to your company. Learn more…

PR

Public Relations is the art of getting the media to talk about you. Our PR team is great at getting the kind of media attention that will do wonders for your business. Learn more…

SOCIAL MEDIA

Social media marketing is more than just likes and followers. It’s about starting a conversation with your customers and building a relationship with them. Learn more.. CALL CENTRE Call centre services are an excellent way and affordable to grow your business. Our call centre is located in Mumbai to maximize your potential for success. Learn more…

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marketing enterprise in shirur

Marketing and Sales companies marketing enterprise in shirur with high quality, ethical, outsourced sales through transparent and effective business programs. We have a team of marketing and sales professionals and trainers who are committed to ensure effective delivery of the message from the client to a prospective customer. Our specialty is tailor-fitting our service to suit each individual client’s needs, ensuring compliance and delivering ethical sales every single time. We are focused on compliant and ethical selling that puts the needs of the customer first and we value transparency, integrity, diligence and hard work to ensure that our employees, clients and customers all get the best experience possible. We look for long term investments, in both our employees and our clients to ensure quality in our work, and in the opportunity for growth potential and stability for all parties involved.

Marketing

Door to Door Marketing

Face to Face Marketing

B 2 B Marketing

Field Marketing

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engagement marketing Job in pune

B2B Experiential Marketing – When does it work?

What is experiential marketing? On the rise in recent years, engagement marketing Job in pune and experiential marketing is all about customer interaction with your brand. It offers a unique experience with products or services, allowing customers to get a feel for how they would use it in their lives. For years marketers have been trying to get customers to use and trial their products. In this way it’s not a new concept; there have however, certainly been some innovative spins on how it’s done. Let’s look at experiential marketing, how it can work for B2Bs and some of the ways it can help build your brand.

Emotional + Experiential Branding = Experiential Marketing The two elements that underpin experiential marketing are emotional branding and experiential branding.

Emotional branding: is about building the relationship between your brand and customers. Promoting emotional benefits like brand trust, security and credibility as a result of engaging with your brand is crucial. Experiential branding: designs and creates interactions that are sensory in nature, which emotionally influences preferences, shaping brand perception, and influencing satisfaction and loyalty. An excellent experiential marketing campaign is able to fuse both elements seamlessly together. Experiential Marketing for B2Bs In recent years interest in B2B experiential marketing has grown and some of the initial hesitation surrounding it has been replaced with a working understanding, when to do it, and how it stimulates ROI. For B2Bs, experiential marketing is generally less obvious, with the focus often on services (for example) in place of B2C exciting product launches. Oftentimes the B2B budget is also stretched. However we are seeing marketers begin to recognise the potentials that the experience can offer consumers. “The success of brand experience within the B2C market has not gone unnoticed, and B2B marketers are waking up to the potential of brand experience. However, there is a long way to go before they catch up with their B2C counterparts.” – Graham Ede, Ion Group 3 Examples of B2B experiential marketing Location with B2Bs can be one of the major barriers, and while it may not be easy to do experiential marketing in quite the same way as B2C, there’s certainly room to employ some of the same principals. Creating sensory interactions that promote core feelings of trust, and awareness of your product or services is central to this. Fulcrum marketing in public spaces – Linked with experiential, some marketers use a form of Fulcrum marketing. They tend to hold this drive in places where there are high concentrations of business buyers. Branded promotional staff can offer business people the opportunity to enter in a promotion, or sign up to attend an event whilst promoting the benefits of the product.  demonstrations & reward – as part of a targeted marketing strategy, those in the IT space can offer information via webinar or video, which can showcase some aspects of the technology solution. Some marketing and web-based tools such as  offer a free trial period, together with online coaching via Skype. This allows the user to build confidence in using the tool, and to experience all of the benefits of the trial period. At the end of the trial period (7 days), the participant is given a report with feedback on how well they have used the tool. Then they are awarded a certificate. Surprises and games – Surprising customers by showing up where they least expect you, gifting them, or sending them a card is a way to provide an out of the box experience and drive brand awareness. Another option could be to exhibit at a partner’s event as IBM did. Their interactive stand came complete with a candy bar, and plasma screens which posted live tweets from event attendees. Digital technology such as apps and games are also opportunity areas, and while often costly, look set to become more widespread and affordable in future. Experiential marketing reflects the growing importance of emphasising emotions to build successful brands. Digital media offers expanding opportunities to offer such experiences. In the ever-competitive B2B marketplace, it’s no longer enough to rely on traditional modes for lead generation. B2B marketers need to consider the complete kit that is available to them including; social media, mobile, search, paid advertising, print, telemarketing and increasingly placing emotion at the heart of it all with an experiential approach.

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