The
latest thinking in marketing.
Hanging
on to existing customers
Of
course you want to find new customers. But keeping existing
customers happy often neglected by even some of the biggest
brands is becoming increasingly important as a marketing
driver'. McCann Brand Clout TM identifies 7 universal
marketing drivers :
1.
Brand awareness keeping your name on people's minds
2.
Emotional
bond forging a connection with your customers' hearts and
feelings
3.
Product
news creating new relevance through news and innovation
4.
Activation encouraging
immediate purchase through incentives or sampling
5.
Loyalty rewarding
customer relationships
6.
Product
experience Getting to know, experience or use a product
without purchase
7.
Buzz building
credibility through word of mouth
Researching
brand loyalty: Dr J Plummer, Admap Dec 2003
New
marketing 12 rules:
1. Get up close
and personal
2. Tap
basic human needs
3. Author
innovation
4. Mythologise
the new
5. Create
tangible differences in the experience
6. Cultivate
authenticity
7. Work
through consensus
8. Open
up to participation
9. Build
communities of interest
10. Use
strategic creativity
11. Stake
a claim to fame
12. Follow
a vision & be true to your values J Grant:
The new marketing manifesto, OB , 1999 |
