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Brands and Brandingin the
“Push and Pull”
Marketplace
IU Communications and MarketingConference
Don E. Schultz, PhDNorthwestern University
28 November, 2011
Indianao!is
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First,
Before Delving into the
Educational Arena,Let’s Look at the verall
Field of Branding, Marketing
and !o""unication
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Marketing, !o""unication
And, Even Branding, #sed to
Be $oooooo Eas%&
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'ust Look At (he )a% *t
#sed (o Be Done
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Marketing, !o""unication
and Branding )ere Based on
$%ste"s and !ontent the
Marketer !ontrolled
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*t Looked Like (his
Agency → Media→ Sales Force Retail
Marketer ConsumerPros!ect
Messages and "ncenti#es
Products and Ser#ices
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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
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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 !
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#nfortunatel%,
(oo Man% !olleges and
#niversities “Bought *nto”(his ne)a%, ut-ound
Marketing $%ste"
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Ever%one (ried to Find
$o"ething #ni.ue A-out
(heir !ollege or #niversit%/0A !ontinuing $earch for a
Brand #$P&
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)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
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And,
)e Distri-uted (he"
(hrough ut-ound, Linear
!o""unication $%ste"s )e
!ontrolled/0
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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
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And, (hen the )orld
!hanged/00
'he 4conomy )went "outh*
$nd, 'echno!ogy e!oded
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$ince *’" 1ot fro" the
#niversit% of !hicago, * +ave
1o Magic Econo"ic Eli2ir to
ffer
Milton Friedman
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$o,
Let’s Focus on
Marketing, !o""unicationand Branding
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First,)e Must (hink of
$takeholders,
1ot !usto"ers or !onsu"ersor #sers//
(he%’re People,
1ot “(argets”
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$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
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)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
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+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
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+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
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4esult5
)e +ave to Move Be%ond the
ldFashioned, Linear,Marketer!ontrolled $%ste"s
of the Past/00
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(o a 1e6, *nteractive,
1et6orked, 4eciprocalBranding $%ste" for (oda%
and (o"orro6&
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And, 1o6here Are (hese
!hanges More Evident (han
on !ollege and #niversit%!a"puses
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'ust Look at (oda%’s
$tudents
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ur $takeholders Don’t (hink
Linearl%, But, )e Do&
Monochronic // se3uentia! rocessing
&o!ychronic // ara!!e! rocessing
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)e’re nl% 'ust Beginning to
4ecogni7e the !hanges
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)e Must4e(hink !ollege and
#niversit% Brand
!o""unicationProgra"s//
ne Approach8$ervice Do"inant Logic
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Evolution of Marketing (hought
To Market
"ustain ;a!ue=
0istoric 1234%5443 5443
+5 %usch, 2010
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3D Logic8 A Logic of $eparation
Producer Consumer
"earation
+5 %usch, 2010
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$D Logic8 A Logic of (ogetherness
Cocreating
Cocreating
Firm Customer
+5 %usch, 2010
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!ore Foundational Pre"isesPremise E-!lanation6usti(ication
FP1 Ser#ice is the (undamental+asis o( e-change.
'he a!ication of oerant resources
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$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
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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
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)ith $erviceDo"inant Logic
in Mind, Let’s Look at a#niversit%
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First, (hink of the #niversit%
+olisticall%
$dated from Irene Ng and @eannie orbes
Core Service:Learning
Co-created,
Emergent,
Unstructured,
Uncertain
Supplementary
Services
People actors
Students
Academics
Administrators
Staff
Process actors
ApplicationRegistration
Exceptions
Support Systems
P!ysical actors
Facilities
Accommodations
Learning Material
Equipment
E"ternal actors
Alumni
Government Contributors
Communities
eac!ers"Counselors
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*ndiana #niversit% *s a
“$ervice”
1ot a“Product”
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$ervices Are All A-out
4elationships
Interna!
4terna! Continuous
4vo!ving
"hared
+eciroca!
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!o""unication *s 1ot
$o"ething 9ou Do/00
*t’s $o"ething 9ou and the
$takeholder Do
(3E(+E4&
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(his *dea of 4eciprocit%
:$hared ;alue<
!hallenges Most of ur
(raditional Marketing and
!o""unication
Measure"ent $%ste"s
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(raditional Measures of Brand
Marketing 4eturns8hree Path*ays8hree Path*ays
Customer%asedrand E9uityCustomer%asedrand E9uity
Attitudinal
ata
Attitudinal
ata
Hierarchy ofEects
Hierarchy ofEects
Brand TrackingStudies
Brand TrackingStudies
Marketing
Short%8erm"ncremental SalesShort%8erm"ncremental Sales
Cash
!lows
Cash
!lows
Marketing Mix ModelingMarketing Mix Modeling
ROCIROCI
Sales
randedusiness alue
randedusiness alue
Present/!uture
"rand #alue
Present/!uture
"rand #alue
DiscountedCash lo!sDiscountedCash lo!s
BrandScorecards
BrandScorecards
Shareholder
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All (hose Measure"ent$%ste"s Are Based on
4eturns to the
rgani7ation/00
ne )a%, ut-ound, )hat
Did )e 3et Back5
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3ood Measure"ent $tarts
)ith !lear Planning//
)hat )e’re (r%ing to Do
Deter"ines )hat )e’ll 3et
Back&
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+ere’s ne Approach8
$takeholderFocused Planning
"o!utions
Information
;a!ues
$ccess
$ * ; A
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$ *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
$
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* *s for $takeholder 1eed for
*nfor"ation
"takeho!der Auestion#
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
*
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; *s for $takeholder =uestions
A-out ;alue
"takeho!der Auestion#
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
;
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A *s for the $takeholder 1eeds for
Access
"takeho!der Auestion#
here can I get or find “your solution” and,
how easy wi!! it be to obtainB
(rands $nswer#
6eres where you can find “our solution” ,heres the tota! cost and the eerience you
wi!! have in obtaining and using
A
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(he Difference Bet6een
*nsideut and utside*n
D &s ;iew &roduct
&rice
&!ace
&romotion
"e!!ing9marketing at theend of the rocess
"I;$ ;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
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)e 1eed to >no6 )here$takeholders 3et (heir
*nfor"ation, 1ot 'ust +o6
)e $end *t ut& Media9message consumtion, not
media9message distribution
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A Media !onsu"ption Model
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*nterestingl%, Media
!onsu"ption *s Easier to
Measure in the 1e6 MediaFor"s (han the ld
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$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., )"
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$ocial Media Applications and
Perfor"ance ?Social MediaA!!lication
rand A*areness rand Engagement &ord o( Mouth
Product Re#ie*s:e.g., Amazon;
• Number of revie)s posted• *alence of revie)s• Number and valence of others0
responses to revie)s &-'#(• Number of )ish list adds• Number of times product included
in users0 lists &i1e1$ 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
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)e’re Developing 1e6
Approaches to Deter"ine)hat Media For"s
$takeholders Access
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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
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+ere’s an E2a"ple of $o"e
4ecent )ork in +ealthcare
to De"onstrate the Process
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!onsu"er 4eported +ealth 4elated
!onditions:$orted -% *ncidence<&ercent $ge Income
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Factor Anal%sis
:E2plains 0C
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(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
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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
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)e !an (hen !onvert that
Data to *dentif% the Best
Media For"s to 4each Each3roup
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+ere’s a (est 4un on !ollege
$tudents in the #0$0
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(he 4esults LookPro"ising/0
!ertainl% Better (han
Pasting Posters on the
$ide6alks
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*n an *nteractive Marketplace,)e Must Develop 1e6
Marketing, !o""unication and
Branding Approaches andMethodologies//
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(he (ools Are Beco"ingAvaila-le/00
But,)e’ll +ave to Put (he" to
)ork&
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And,
(hat Ma% -e a Bigger Mental,
(han Ph%sical !hallenge&
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Linear !o""unication
$%ste"s 1o Longer )ork in
an *nteractive and1et6orked Marketplace
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*t’s (i"e to Move For6ard&
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Don E. Schultz Ph.D.dschultz@north*estern.edu