Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and...
Transcript of Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and...
![Page 1: Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the Right Places? Margaret Core, Biotechnology](https://reader034.fdocuments.net/reader034/viewer/2022042622/5f839265b8012367d7071c2e/html5/thumbnails/1.jpg)
Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the
Right Places?
Margaret Core, Biotechnology Industry OrganizationJay Karen, Professional Association of Innkeepers International
Jay Younger, McKinley Advisors
![Page 2: Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the Right Places? Margaret Core, Biotechnology](https://reader034.fdocuments.net/reader034/viewer/2022042622/5f839265b8012367d7071c2e/html5/thumbnails/2.jpg)
Agenda for Session
1. Introduction to HBR Article Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places by David C. Edelman; Harvard Business Review, December 2010 http://bit.ly/peAX7z
2. A Consumer Decision Journey of Innkeeping3. Group Discussion 1
• Report Outp
4. Trends in Association Marketing; Aligning the Contemporary Association Marketing Mix to Consumer Behaviors
5 Group Discussion 25. Group Discussion 2• Report Out
6. Conclusions and Wrap up
![Page 3: Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the Right Places? Margaret Core, Biotechnology](https://reader034.fdocuments.net/reader034/viewer/2022042622/5f839265b8012367d7071c2e/html5/thumbnails/3.jpg)
Idea: Block the Traditional Customer Funnel Metaphor
For years, marketers assumed that consumers started with a large number of potential brands in mind and methodically winnowed their choices until they’d decided which one to buy. After purchase, their relationship with the brand t i ll f d th f th d t i it lftypically focused on the use of the product or service itself.
David Edelman McKinsey & Company Digital Marketing Strategy Practice Branding in the Digital Age Harvard Business Review Dec 2010Practice Branding in the Digital Age Harvard Business Review Dec 2010
![Page 4: Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the Right Places? Margaret Core, Biotechnology](https://reader034.fdocuments.net/reader034/viewer/2022042622/5f839265b8012367d7071c2e/html5/thumbnails/4.jpg)
Now: The Consumer Decision Journey
New research shows that rather than systematically narrowing their choices, consumers add and subtract brands from a group under consideration during an g p gextended evaluation phase. After purchase, they often enter into an open-ended relationship with the brand, sharing their experience with it online.
David Edelman McKinsey & Company Digital Marketing Strategy Practice Branding in the Digital Age Harvard Business Review Dec 2010Practice Branding in the Digital Age Harvard Business Review Dec 2010
![Page 5: Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the Right Places? Margaret Core, Biotechnology](https://reader034.fdocuments.net/reader034/viewer/2022042622/5f839265b8012367d7071c2e/html5/thumbnails/5.jpg)
New Roles for Marketing
• OrchestratorOrchestrator– Many media touch points are not owned by
the Association– Coordinate the channels
• Publisher and “content supply chain” pp ymanager
• Marketplace intelligence leader
![Page 6: Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the Right Places? Margaret Core, Biotechnology](https://reader034.fdocuments.net/reader034/viewer/2022042622/5f839265b8012367d7071c2e/html5/thumbnails/6.jpg)
Now: CDJ and Choosing a B&B
![Page 7: Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the Right Places? Margaret Core, Biotechnology](https://reader034.fdocuments.net/reader034/viewer/2022042622/5f839265b8012367d7071c2e/html5/thumbnails/7.jpg)
How Does this Relate to Societies and Associations?
• Understand the membership sale (or booth sale, p ( ,journal subscription, etc.) from a consumer decision journey
Where does the purchaser seek info related to your mission?– Where does the purchaser seek info related to your mission? Example: small business tax credit
– How do they encounter your organization?– Who are the influencers to learn more once they know of you?Who are the influencers to learn more once they know of you?– Where do they evaluate, receive ROI (costs/benefits)– How do they buy then how do they bond, evaluate and advocate?
• Instead of allocating marketing spending across• Instead of allocating marketing spending across media – target stages in the decision journey
![Page 8: Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the Right Places? Margaret Core, Biotechnology](https://reader034.fdocuments.net/reader034/viewer/2022042622/5f839265b8012367d7071c2e/html5/thumbnails/8.jpg)
Now: CDJ and Choosing PAII – Aspiring Innkeepers
Search Engine OptimizationAffiliate Web Sites, Partners, Advocates, Ambassadors, etc.Packaging
![Page 9: Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the Right Places? Margaret Core, Biotechnology](https://reader034.fdocuments.net/reader034/viewer/2022042622/5f839265b8012367d7071c2e/html5/thumbnails/9.jpg)
Now: CDJ and Coming to our Conference
![Page 10: Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the Right Places? Margaret Core, Biotechnology](https://reader034.fdocuments.net/reader034/viewer/2022042622/5f839265b8012367d7071c2e/html5/thumbnails/10.jpg)
Group Discussion 1 (10 Minutes)
Consider the CDJ framework: • Where are associations the strongest? g• Where are we the weakest?• Where should we focus in the future?Where should we focus in the future?
![Page 11: Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the Right Places? Margaret Core, Biotechnology](https://reader034.fdocuments.net/reader034/viewer/2022042622/5f839265b8012367d7071c2e/html5/thumbnails/11.jpg)
McKinley EIA Studies: 2009-2011
Quantify economic impact on:• Budget
• Staffing
• Membership
• Conference attendance
• Advertising & sponsorship
• Marketing effectiveness Marketing effectiveness
• Use of reserves
![Page 12: Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the Right Places? Margaret Core, Biotechnology](https://reader034.fdocuments.net/reader034/viewer/2022042622/5f839265b8012367d7071c2e/html5/thumbnails/12.jpg)
Execs Still Concerned with Nascent Recovery
Considering the current economic situation, how concerned are you with the following issues?
78%Membership recruitment
(% Somewhat or Very Concerned)
69%
76%
77%
Annual meeting attendance
Sponsorship
Membership retention
59%
68%
69%
Advertising
Attendance at other educational …
Annual meeting attendance
42%
50%
Volunteer participation
Product sales
g
![Page 13: Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the Right Places? Margaret Core, Biotechnology](https://reader034.fdocuments.net/reader034/viewer/2022042622/5f839265b8012367d7071c2e/html5/thumbnails/13.jpg)
Marketing Effectiveness
How effective were each of the following methods in helping your association achieve its goals in 2010?
2011 Mean Scores (5 point scale)
3.753.73
Database marketingDirect mail
2011 Mean Scores (5 point scale)
3.723.72
3.68
Event marketing/trade showsTelemarketing
Brand management
3.663.633.62
Public relationsPromotional pricing/discounts
Market research
3.503.46
3 35
Print advertisingOnline media
Member get a member program 3.35Member get a member program
![Page 14: Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the Right Places? Margaret Core, Biotechnology](https://reader034.fdocuments.net/reader034/viewer/2022042622/5f839265b8012367d7071c2e/html5/thumbnails/14.jpg)
Associations Adapting Marketing Mix
71%80%
% of Respondents Indicating Budget Increases
57%
43% 42%36% 34%
29% 26% 23%30%
40%
50%
60%
70%
26% 23%15%
0%
10%
20%
30%
2009 2010 2011
![Page 15: Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the Right Places? Margaret Core, Biotechnology](https://reader034.fdocuments.net/reader034/viewer/2022042622/5f839265b8012367d7071c2e/html5/thumbnails/15.jpg)
How membership looks to some…
Pay us in advance so that you’llPay us in advance so that you ll have lots more to read and the
ability to pay us again for access things that may or may
not be relevant for you…
…because it’s the “right thing to do” and you’ll feel guilty ifto do and you ll feel guilty if
you don’t.
![Page 16: Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the Right Places? Margaret Core, Biotechnology](https://reader034.fdocuments.net/reader034/viewer/2022042622/5f839265b8012367d7071c2e/html5/thumbnails/16.jpg)
Experiential Membership Marketing
That
Lead to positive
ultimately lead to higher levels of
Effectiveproduct
experiences and word of mouth
engagement (for some)
product drivers
![Page 17: Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the Right Places? Margaret Core, Biotechnology](https://reader034.fdocuments.net/reader034/viewer/2022042622/5f839265b8012367d7071c2e/html5/thumbnails/17.jpg)
Assumptions Worth Challenging
• More data = data drivenMore data = data driven• Sending e-mail is cheap
Y b it h ld b th d ti ti• Your website should be the destination• It’s less expensive to keep a member
than to get a new one
![Page 18: Branding and Marketing:Branding and Marketing: Are You ... · Branding and Marketing:Branding and Marketing: Are You Spending Your Money in the Right Places? Margaret Core, Biotechnology](https://reader034.fdocuments.net/reader034/viewer/2022042622/5f839265b8012367d7071c2e/html5/thumbnails/18.jpg)
Group Discussion 2 (10 Minutes)
• What have you experimented with relative toWhat have you experimented with relative to adapting your marketing mix?
• What have you seen in terms of successes? yFailures?
• What are your near-term plans?y p