Schultz IU V4

8/9/2019 Schultz IU V4

1/78

Brands and Brandingin the

“Push and Pull”

Marketplace

IU Communications and MarketingConference

Don E. Schultz, PhDNorthwestern University

28 November, 2011

Indianao!is


2/78

First,

Before Delving into the

Educational Arena,Let’s Look at the verall

Field of Branding, Marketing

and !o""unication


3/78

Marketing, !o""unication

And, Even Branding, #sed to

Be $oooooo Eas%&


4/78

'ust Look At (he )a% *t

#sed (o Be Done


5/78


6/78


7/78


8/78

Marketing, !o""unication

and Branding )ere Based on

$%ste"s and !ontent the

Marketer !ontrolled


9/78

*t Looked Like (his

Agency → Media→ Sales Force Retail

Marketer ConsumerPros!ect

Messages and "ncenti#es

Products and Ser#ices


10/78

ConvictionPreferenceKnowledge Attitudes/

Awareness Purchase

Behavior

Media

Adver-

tising

$ne%&ay$ne%&ay

'inear 'inear

“ “ Influencing and Persuading Consumers” Influencing and Persuading Consumers”

"ource# $dated from %avidge and "teiner

And, )e Assu"ed *t )orked (hrough

a “+ierarch% of Effects” Model


11/78

Lots of Assu"ptions )ere Made

&eo!e want what we have made

'hey wi!! use the rocesses we contro!

(ehaviorist sycho!ogy )works*

"timu!us +esonse

$ttitudina! change (ehaviora! change

e can interrut whenever we want

Unconnected, searate and distinct functionswork best

In Short,

We Talk, They Listen…and…Respond !


12/78

#nfortunatel%,

(oo Man% !olleges and

#niversities “Bought *nto”(his ne)a%, ut-ound

Marketing $%ste"


13/78

Ever%one (ried to Find

$o"ething #ni.ue A-out

(heir !ollege or #niversit%/0A !ontinuing $earch for a

Brand #$P&


14/78

)e (ried Lots of (hings/ -n!y ma.or research university in the 'ri/"tate $rea

More Nobe! &rie winners than any other CommunityCo!!ege

-ur graduates make more money

"i NC$$ ootba!! chamionshis in the !ast five years

More student aid than the funding for the UN

"eventy/four new bui!dings in the ast two years

ree tuition, free !abs, free housing, free food forunder/3ua!ified students

4tc5


15/78

And,

)e Distri-uted (he"

(hrough ut-ound, Linear

!o""unication $%ste"s )e

!ontrolled/0


16/78

And, (he% $ee"ed to )ork/0 4nro!!ments grew

unding e!oded

6onors and acco!ades rained down

"tudents seemed hay, a!though they

were dee!y in debt 7onors sti!! wanted to fund bricks and

mortar


17/78

And, (hen the )orld

!hanged/00

'he 4conomy )went "outh*

$nd, 'echno!ogy e!oded


18/78

$ince *’" 1ot fro" the

#niversit% of !hicago, * +ave

1o Magic Econo"ic Eli2ir to

ffer

Milton Friedman


19/78

$o,

Let’s Focus on

Marketing, !o""unicationand Branding


20/78

First,)e Must (hink of

$takeholders,

1ot !usto"ers or !onsu"ersor #sers//

(he%’re People,

1ot “(argets”


21/78

$econd,

*nnovative (echnolog% +as!hanged the Entire 3a"e

Consumer

Internet ii

Mobi!e 'e!ehony

i&ods9M&: // odcasts

"ocia! Networks

Cab!e9sate!!ite

(!ocking "ystems / 'I;-97;+s9

i!ters9&o/u (!ockers9etc5


22/78


23/78

)e’re Must 4einvent Branding

!o""unication 'ust to !operand

E-!eriences"nternet Systems

Electronic Systemsrand

E-!eriences

• Web sites• Customer Service

• Tech support• Retailers• Distributors• User communities• Blogs• RSS

• Influencers• Recommenders

AudiencesOrganization Agencies Messages


24/78

+ere’s the )orld ur

$takeholders Live in/00

ProductSer#ice

ChannelsDistri+utors

e%commerce

Ad#ertisingPricing

Sales

Promotion

Direct Mail

Customer Ser#ice

StakeholdersStakeholders

ie* o(ie* o(

Marketing /Marketing /

CommunicationCommunication

Press

Co#erage

PackageDis!lays


25/78

+ere Are ur !o""unication

Planning $%ste"s

rand Marketingrand Marketing

Sales

Promotion

E#ents

S!onsorshi!Direct

Marketing

Pu+lic

Relations

Media

Ad#ertising

Stakeholders

Attitudes eha#iors


26/78

4esult5

)e +ave to Move Be%ond the

ldFashioned, Linear,Marketer!ontrolled $%ste"s

of the Past/00


27/78

(o a 1e6, *nteractive,

1et6orked, 4eciprocalBranding $%ste" for (oda%

and (o"orro6&


28/78

And, 1o6here Are (hese

!hanges More Evident (han

on !ollege and #niversit%!a"puses


29/78

'ust Look at (oda%’s

$tudents


30/78

ur $takeholders Don’t (hink

Linearl%, But, )e Do&

Monochronic // se3uentia! rocessing

&o!ychronic // ara!!e! rocessing


31/78

)e’re nl% 'ust Beginning to

4ecogni7e the !hanges


32/78

)e Must4e(hink !ollege and

#niversit% Brand

!o""unicationProgra"s//

ne Approach8$ervice Do"inant Logic


33/78

Evolution of Marketing (hought

To Market

"ustain ;a!ue=

0istoric 1234%5443 5443

+5 %usch, 2010


34/78

3D Logic8 A Logic of $eparation

Producer Consumer

"earation

+5 %usch, 2010


35/78

$D Logic8 A Logic of (ogetherness

Cocreating

Cocreating

Firm Customer

+5 %usch, 2010


36/78

!ore Foundational Pre"isesPremise E-!lanation6usti(ication

FP1 Ser#ice is the (undamental+asis o( e-change.

'he a!ication of oerant resources


37/78

$ld )e*-rganiations &!atform 4nterrises

(ureaucracy %earning

&romotion Conversation

actory &roduction Co/creation

+>7 %abs -en Innovation

Marketing Channe!s +esource Integration

& u s h a n d ? / 7

! o g i c

&u!!a

nd"

/7

!ogic

+5 %usch, 2010


38/78

E"e gent, !oc eated, 4esou ce

*nteg ating, D%na"ic

&E 1.4 &E 5.4

"eak to Customer Conversation with Customer

Customer is &assive Customer is 4eriencing

Customers %ocate Content Customers -ffered "ervice

&ush Messages -ut &u!! Customers In

"tandardied Mass &roducedMessages

Customied and +e!evant4change of Messages

"e!!er Contro! Customer Contro!

+5 %usch, 2010


39/78

)ith $erviceDo"inant Logic

in Mind, Let’s Look at a#niversit%


40/78

First, (hink of the #niversit%

+olisticall%

$dated from Irene Ng and @eannie orbes

Core Service:Learning

Co-created,

Emergent,

Unstructured,

Uncertain

Supplementary

Services

People actors

Students

Academics

Administrators

Staff

Process actors

ApplicationRegistration

Exceptions

Support Systems

P!ysical actors

Facilities

Accommodations

Learning Material

Equipment

E"ternal actors

Alumni

Government Contributors

Communities

eac!ers"Counselors


41/78

*ndiana #niversit% *s a

“$ervice”

1ot a“Product”


42/78

$ervices Are All A-out

4elationships

Interna!

4terna! Continuous

4vo!ving

"hared

+eciroca!


43/78

!o""unication *s 1ot

$o"ething 9ou Do/00

*t’s $o"ething 9ou and the

$takeholder Do

(3E(+E4&


44/78

(his *dea of 4eciprocit%

:$hared ;alue<

!hallenges Most of ur

(raditional Marketing and

!o""unication

Measure"ent $%ste"s


45/78

(raditional Measures of Brand

Marketing 4eturns8hree Path*ays8hree Path*ays

Customer%asedrand E9uityCustomer%asedrand E9uity

Attitudinal

ata

Attitudinal

ata

Hierarchy ofEects

Hierarchy ofEects

Brand TrackingStudies

Brand TrackingStudies

Marketing

Short%8erm"ncremental SalesShort%8erm"ncremental Sales

Cash

!lows

Cash

!lows

Marketing Mix ModelingMarketing Mix Modeling

ROCIROCI

Sales

randedusiness alue

randedusiness alue

Present/!uture

"rand #alue

Present/!uture

"rand #alue

DiscountedCash lo!sDiscountedCash lo!s

BrandScorecards

BrandScorecards

Shareholder


46/78

All (hose Measure"ent$%ste"s Are Based on

4eturns to the

rgani7ation/00

ne )a%, ut-ound, )hat

Did )e 3et Back5


47/78

3ood Measure"ent $tarts

)ith !lear Planning//

)hat )e’re (r%ing to Do

Deter"ines )hat )e’ll 3et

Back&


48/78

+ere’s ne Approach8

$takeholderFocused Planning

"o!utions

Information

;a!ues

$ccess

$ * ; A


49/78

$ *s for $olution to $takeholder

Pro-le"s and !oncerns8

"takeho!der Auestion#

6ow can I so!ve the rob!em I have oreect to haveB

(rands $nswer#

6eres our solution to your rob!em

$


50/78

* *s for $takeholder 1eed for

*nfor"ation


here can I !earn more about your

Solution to my rob!emB

(rands $nswer#

6ere are the answers to your 3uestions

ways to get the information, !us theroducts and services you want or need

*


51/78

; *s for $takeholder =uestions

A-out ;alue


hat is the tota! sacrifice or cost to get and

use your solution to my rob!emB

(rands $nswer#

6eres the tota! cost for )our solution” and,heres the va!ue you get for the rice you ay

;


52/78

A *s for the $takeholder 1eeds for

Access


here can I get or find “your solution” and,

how easy wi!! it be to obtainB

(rands $nswer#

6eres where you can find “our solution” ,heres the tota! cost and the eerience you

wi!! have in obtaining and using

A


53/78

(he Difference Bet6een

*nsideut and utside*n

D &s ;iew &roduct

&rice

&!ace

&romotion

"e!!ing9marketing at theend of the rocess

"I;$ ;iew "o!utions for "takeho!ders

Information for "takeho!ders

;a!ue for "takeho!ders

$ccess for "takeho!ders

Marketing9branding driving the

rocess from the beginning

$ * ; A


54/78

)e 1eed to >no6 )here$takeholders 3et (heir

*nfor"ation, 1ot 'ust +o6

)e $end *t ut& Media9message consumtion, not

media9message distribution


55/78

A Media !onsu"ption Model


56/78

*nterestingl%, Media

!onsu"ption *s Easier to

Measure in the 1e6 MediaFor"s (han the ld


57/78

$ocial Media Applications and

Perfor"ance ?@Social MediaA!!lication

rand A*areness rand Engagement &ord o( Mouth

logs • Number of Uniue visits• Number of return visits• Number of times boo!mar!ed• Search ran!ing

• Number of members• Number of RSS feed

subscribers• Number of comments• "mount of user#generated

content• "verage length of time of site• Number of responses to polls$

contests$ surve%s

• Number of references to blogin other media &online'offline(

• Number ofre#blogs• Number of times badge

displa%ed on other sites• Number of li!es

Micro+logging:e.g., 8*itter;

• Number of t)eets about thebrand

• *alence of t)eets• Number of follo)ers

• Number of follo)ers• Number of +replies

• Number ofre#t)eets

Cocreation:e.g., )"


58/78

$ocial Media Applications and

Perfor"ance ?Social MediaA!!lication

rand A*areness rand Engagement &ord o( Mouth

Product Re#ie*s:e.g., Amazon;

• Number of revie)s posted• *alence of revie)s• Number and valence of others0

responses to revie)s &-'#(• Number of )ish list adds• Number of times product included

in users0 lists &i1e1$ 2istmania on"ma3on1com(

• 2ength of revie)s• Relevance of revie)s• *alence of other users0 ratings of

revie)s 4i1e1$ ho) man% foundparticular revie) helpful(

• Number of )ish list adds• .verall number of revie)er rating

scores entered• "verage revie)er rating score

• Number of revie)s posted• *alence of revie)s• Number and valence of other

users0 responses to revie)s &-'#(• Number of references to revie)s

on other sites• Number of visits to revie) site

page• Number of times product included

in users0 lists

Social )et*orks:e.g., e+o, Face+ook,'inked"n;

• Number of members ' fans• Number of installs of applications• Number of impressions• Number of boo!mar!s• Number of revie)s'ratings and

valence -'#

• Number of comments• Number of active users• Number of 5li!es6 on friends0

feeds• Number of user generated items• Usage metrics of applications '

)idgets

• Impressions#to#interactions ratio• Rate of activit% &ho) often

members personali3e profiles$bios$ lin!s$ etc1(

• 7reuenc% of appearances intimeline of friends

• Number of posts on )all• Number of reposts'shares• Number of responses to friend

referral invites

ideo and Photosharing:e.g., Flickr, ?ou8u+e;

• Number of vie)s of video'photo• *alence of video'photo ratings -'#

• Number of replies• Number of page vie)s• Number of comments• Number of subscribers

• Number of embeddings• Number of incoming lin!s• Number of references in moc!#

ups or derived )or!• Number of times republished in

other social media and offline• Number of li!es


59/78

)e’re Developing 1e6

Approaches to Deter"ine)hat Media For"s

$takeholders Access


60/78

ne #ni.ue Approach8 $*MM $tudies

$ method of understanding how consumers access, use and consume

media today

Methodo!ogy

Conducted twice er year since 2002

1E searate waves


61/78

+ere’s an E2a"ple of $o"e

4ecent )ork in +ealthcare

to De"onstrate the Process


62/78

!onsu"er 4eported +ealth 4elated

!onditions:$orted -% *ncidence<&ercent $ge Income


63/78

Factor Anal%sis

:E2plains 0C


64/78


65/78

(raditional Media #sage -%

+ealth !onditions'; +adio Newsaer Magaine 7irect

$cid +ef!u 1:858 :50 H850 DE51 H5H

$!!ergies 1:15: H52 H5: H05H H5

$niety 1D05D :5 HE5: H258 H85G

$rthritis 1DD5G 051 G058 H151 H852

$sthma 1:25: H5H H5E D858 H5H Chronic (ronchitis9C-&7 1G151 G058 G05: D85D H85H

7eression 1D5 15E HE5: H150 H5E

7iabetes 1DG5 GG5D HE5G D858 H852

4n!arged &rostate9(&6 1DG5G G85: GG5 HH5: G05G

6eadaches9Migraines 1:G5 850 H5E H05 HE5H

6eartburn9Indigestion 1DG52 H5E G15H H251 HE5E

6eart 7isease 1H25H G:5E G05H DG58 H85:

6igh (!ood &ressure 1D15D GG5D H85H D5D H52

6igh Cho!estero! 1D250 G51 G050 D5D H858 Insomnia97ifficu!ty "!eeing 1H25G D5 G252 H:50 HE50

I("9Chrons 1:G5 H5: G158 HG5G HE5:

-steoorosis 1DD5E 15E G5 HE5H G252

-verweight 1:852 25G HG50 D851 HG5

+est!ess %eg "yndrome


66/78

Media *nfluence on PurchasersMedicines $!! Categories

ord 2:50 ::5

+ead 1G5G 1E51

Couons 1H50 285D

'; 1D5: 2158

Instore 1151 2D5

Cab!e E50 1D5:

Insert 858 1E52Magaines 5E 1H5:

7irect G5H 185

Newsaer G5H 1G58

Internet G5H 1D5:

&!acement H5H E5E

4mai! D5E 1D58

"ocia! D5: 85G+adio D51 1252

Je!!ow :51 G5

Mobi!e 258 G50

(!ogs 258 H52

-utdoor 25D 58


67/78

)e !an (hen !onvert that

Data to *dentif% the Best

Media For"s to 4each Each3roup


68/78


69/78


70/78

+ere’s a (est 4un on !ollege

$tudents in the #0$0


71/78


72/78

(he 4esults LookPro"ising/0

!ertainl% Better (han

Pasting Posters on the

$ide6alks


73/78

*n an *nteractive Marketplace,)e Must Develop 1e6

Marketing, !o""unication and

Branding Approaches andMethodologies//


74/78

(he (ools Are Beco"ingAvaila-le/00

But,)e’ll +ave to Put (he" to

)ork&


75/78

And,

(hat Ma% -e a Bigger Mental,

(han Ph%sical !hallenge&


76/78

Linear !o""unication

$%ste"s 1o Longer )ork in

an *nteractive and1et6orked Marketplace


77/78

*t’s (i"e to Move For6ard&


78/78

Don E. Schultz Ph.D.dschultz@north*estern.edu

Schultz IU V4

Documents

Transcript of Schultz IU V4