| Communicating Customer Value: Integrated Marketing Communications Strategy 411
Chapter 14 | Communicating Customer Value: Integrated Marketing Communications Strategy 411
Real Marketing
14.1 Digital boutiques are proliferating, staffed
agencies] lack the tools and talent to compete.
with tech vets and Gen Y video artists dedi-
The Shifting Advertising Universe: cated to making ads for video-sharing and
social-networking sites and whatever comes
SoBe It! after them.
For decades, the traditional creative SoBe made a big splash in the 2008 Super
agencies ruled the roost. They were about Bowl with a big-budget, 60-second commer-
volving digital and interactive media. “We’re
coming up with strategic Big Ideas that would cial produced by the Arnell Group, an old-line
not tied to the old methods,” says Krembs.
connect brands emotionally with millions of Madison Avenue creative ad agency. The ad
“The key to success is we’re not starting with
consumers through large-scale mass-media extravaganza featured supermodel Naomi
‘Here is our TV plan, and here’s what we’re go-
campaigns. But today, the Small Idea is on the Campbell and a full troupe of SoBe lizards, en-
ing to create for it.’ As opposed to creating ad-
rise. Increasingly, like SoBe, marketers are ergized by colorful droplets of the brand’s new
vertising, we’re creating content,” and then
adding a host of new digital and interactive enhanced water, LifeWater. The computer-
figuring out where to put it to engage cus-
media—Web sites, viral video, blogs, social generated graphics were stunning, the colors
tomers in the most effective way. In a reverse
networks—that let them target individuals or alluring, and Naomi Campbell was, well,
of past thinking, Krembs notes, SoBe’s first
small communities of consumers rather than Naomi Campbell. However, although the ad
choice going forward would be to have con-
tent appear online first and then moved to tra-
the masses.
drew attention, it was not a viewer favorite. It
In this shifting advertising universe, tradi- just didn’t connect with consumers.
ditional TV. That kind of thinking spells trouble
tional creative agencies, such as the Arnell Not to be denied, for the 2009 Super
for traditional Madison Avenue creative agen-
Group, often find themselves outmaneuvered Bowl, SoBe and parent company PepsiCo as-
cies, which cut their teeth on developing cre-
by smaller, more nimble and specialized digi- signed the Arnell Group to create an even
ative ads for big-budget, mostly television and
tal, interactive, and media agencies. However, more elaborate (and even more expensive)
print campaigns.
these smaller digital shops lack experience in commercial, a 3D spectacular featuring pro
SoBe’s new advertising approach reflects a
leading accounts and driving brand strategy. football players in white tutus performing a
broader industry trend. In today’s splintering ad-
The competition is fierce, with traditional ballet, directed by a SoBe lizard. Once the
vertising universe, in which there are more new
agencies struggling to become more digital athletes and lizards got a taste of SoBe Life-
places than ever to stick ads—online, on cell
and digital agencies struggling to become Water, a DJ cranked up the music, and the
phones, in all places digital and interactive—
more traditional. “We in the ad business are dance switched to hip-hop. Once again, al-
advertisers and traditional ad agencies alike
faced with the question of who is going to though the ad generated a ton of aware-
are scrambling to stay relevant. Says one
lead this new world,” says an industry analyst. ness, it simply didn’t deliver much in the way
agency CEO:
“Will it be digitized traditional agencies or the of consumer-brand engagement. As one jour-
new breed of digital agencies with big ambi- nalist stated bluntly: “The SoBe spots [were]
TV viewers are using DVRs to blast through
tions? Every day we see evidence of the con- among the biggest wastes of money in Super
the very commercials that are [the traditional
test afoot. The outcome, however, is far from Bowl history.”
agency’s] bread and butter. Marketers are
stampeding online, where [these traditional
clear.”
Finally the wiser, SoBe ran no ads during the 2010 Super Bowl. In fact, in a move that sent shivers down the spines of many old-line Madison Avenue agencies, SoBe abandoned its traditional big-media, “TV-first,” advertis- ing approach altogether and adopted a more bottom-up, digital, new-media approach. It fired the Arnell Group, replacing the big cre- ative agency with a team of smaller digital, PR, and promotion shops. “The passionate fans weren’t saying things we thought they should
be saying,” says Angelique Krembs, SoBe’s marketing director. “Going forward, we needed to get engagement. That’s why we evolved our approach.”
SoBe’s new advertising model turns the old approach upside down. Instead of starting with mass-market TV and print advertising, SoBe now aims first to hook its 18-to-29-year-
Rather than starting with mass-market TV and print ads, SoBe’s new bottom-up advertising
old target audience with more focused and in-
approach now begins with more engaging and interactive online content.
Parts
» | Marketing: Creating and Capturing Customer Value 3
» | Marketing: Creating and Capturing Customer Value 11
» | Marketing: Creating and Capturing Customer Value 13
» | Marketing: Creating and Capturing Customer Value 25
» | Marketing: Creating and Capturing Customer Value 29
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 37
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 41
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 43
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 51
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 55
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 57
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 63
» | Analyzing the Marketing Environment 65
» | Analyzing the Marketing Environment 71
» | Analyzing the Marketing Environment 73
» | Analyzing the Marketing Environment 77
» | Analyzing the Marketing Environment 79
» | Analyzing the Marketing Environment 81
» | Analyzing the Marketing Environment 85
» | Analyzing the Marketing Environment 87
» | Analyzing the Marketing Environment 89
» | Managing Marketing Information to Gain Customer Insights 97
» | Managing Marketing Information to Gain Customer Insights 99
» | Managing Marketing Information to Gain Customer Insights 103
» | Managing Marketing Information to Gain Customer Insights 109
» | Managing Marketing Information to Gain Customer Insights 111
» | Managing Marketing Information to Gain Customer Insights 113
» | Managing Marketing Information to Gain Customer Insights 115
» | Managing Marketing Information to Gain Customer Insights 127
» | Managing Marketing Information to Gain Customer Insights 131
» | Consumer Markets and Consumer Buyer Behavior 133
» | Consumer Markets and Consumer Buyer Behavior 137
» | Consumer Markets and Consumer Buyer Behavior 141
» | Consumer Markets and Consumer Buyer Behavior 143
» | Consumer Markets and Consumer Buyer Behavior 159
» | Consumer Markets and Consumer Buyer Behavior 163
» | Business Markets and Business Buyer Behavior 165
» | Business Markets and Business Buyer Behavior 175
» | Business Markets and Business Buyer Behavior 179
» What is Eaton’s value proposition?
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 189
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 193
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 197
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 203
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 205
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 207
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 209
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 211
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 213
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 219
» | Products, Services, and Brands: Building Customer Value 223
» | Products, Services, and Brands: Building Customer Value 225
» | Products, Services, and Brands: Building Customer Value 229
» | Products, Services, and Brands: Building Customer Value 237
» | Products, Services, and Brands: Building Customer Value 245
» | Products, Services, and Brands: Building Customer Value 247
» | Products, Services, and Brands: Building Customer Value 249
» | Products, Services, and Brands: Building Customer Value 251
» | Products, Services, and Brands: Building Customer Value 257
» | New Product Development and Product Life-Cycle Strategies 259
» | New Product Development and Product Life-Cycle Strategies 271
» | New Product Development and Product Life-Cycle Strategies 273
» | New Product Development and Product Life-Cycle Strategies 279
» | New Product Development and Product Life-Cycle Strategies 281
» | Pricing: Understanding and Capturing Customer Value 289
» | Pricing: Understanding and Capturing Customer Value 291
» | Pricing: Understanding and Capturing Customer Value 295
» | Pricing: Understanding and Capturing Customer Value 299
» | Pricing: Understanding and Capturing Customer Value 305
» | Pricing: Understanding and Capturing Customer Value 307
» | Marketing Channels: Delivering Customer Value 339
» | Marketing Channels: Delivering Customer Value 347
» | Marketing Channels: Delivering Customer Value 351
» | Marketing Channels: Delivering Customer Value 367
» | Retailing and Wholesaling 373
» | Retailing and Wholesaling 377
» | Retailing and Wholesaling 379
» | Retailing and Wholesaling 393
» | Retailing and Wholesaling 395
» | Retailing and Wholesaling 397
» | Retailing and Wholesaling 401
» | Retailing and Wholesaling 405
» | Communicating Customer Value: Integrated Marketing Communications Strategy 407
» | Communicating Customer Value: Integrated Marketing Communications Strategy 411
» | Communicating Customer Value: Integrated Marketing Communications Strategy 413
» | Communicating Customer Value: Integrated Marketing Communications Strategy 415
» | Communicating Customer Value: Integrated Marketing Communications Strategy 429
» | Communicating Customer Value: Integrated Marketing Communications Strategy 433
» | Advertising and Public Relations 435
» | Advertising and Public Relations 439
» | Advertising and Public Relations 441
» | Advertising and Public Relations 443
» | Advertising and Public Relations 445
» | Advertising and Public Relations 447
» | Advertising and Public Relations 449
» | Advertising and Public Relations 453
» | Personal Selling and Sales Promotion 463
» | Personal Selling and Sales Promotion 469
» | Personal Selling and Sales Promotion 471
» | Personal Selling and Sales Promotion 481
» How is the sales force at Nestlé Waters structured? outsells its top competitors.
» | Direct and Online Marketing: Building Direct Customer Relationships 495
» | Direct and Online Marketing: Building Direct Customer Relationships 499
» | Direct and Online Marketing: Building Direct Customer Relationships 507
» | Direct and Online Marketing: Building Direct Customer Relationships 509
» | Direct and Online Marketing: Building Direct Customer Relationships 515
» | Direct and Online Marketing: Building Direct Customer Relationships 525
» | Creating Competitive Advantage 527
» | Creating Competitive Advantage 529
» | Creating Competitive Advantage 537
» | Creating Competitive Advantage 549
» | The Global Marketplace 551
» | The Global Marketplace 553
» | The Global Marketplace 561
» | The Global Marketplace 573
» | Sustainable Marketing: Social Responsibility and Ethics 581
» | Sustainable Marketing: Social Responsibility and Ethics 583
» | Sustainable Marketing: Social Responsibility and Ethics 587
» | Sustainable Marketing: Social Responsibility and Ethics 595
» | Sustainable Marketing: Social Responsibility and Ethics 603
» | Sustainable Marketing: Social Responsibility and Ethics 605
» | Marketing by the Numbers A21
» | Marketing by the Numbers A27
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