Wednesday, July 20, 2011

Marketing Project "Concierge Brazil" : The Integrated Marketing Communication (IMC) and Customer Satisfaction Strategy

As the company is a service provider, the advertising strategy for  Concierge Brazil will probably face unique challenges in developing effective advertising strategies because of their generally intangible nature of the product. Concierge Brazil proposes a new kind of service in Brazil for the American market with a specific target market where the people are very wealthy and judicious. Therefore, the advertising strategy is going to play a important role in facilitating customer awareness and providing information about the brand to our target customers, because of this is important to use Integrated Marketing Communications to maintain message's holistic nature across all media choices (Lacobucci, 2010). According to Lacobucci (2010) advertising has rich communication potential, but in order to decide on the best medium it is first is important to know the company’s marketing and advertising goals.
            Initially our goal is for advertising to increase awareness and knowledge of our service in the target market by the AIDA (attention, interest, desire, action) and then when the brand grows, we will enhance attitudes to encourage the costumers to buy and after that when we are have reached the maturity stage we are going to remind the customer and maintain a steady presence. Finally, at the stage of decline we will reduce the advertising (Lacobucci, 2010). Of course, we don’t want the business go into decline, therefore we will always have something new to advertize and will strive to keep the service fresh and innovative with the goal of persuading the costumer to make new purchases.
            Advertising strategically in the luxury target market, communication will be extremely closed, oriented specifically to the higher economic classes. Seeking to maintain brand awareness, placing it permanently among the most prestigious and elegant brands while reminding people of a more traditional culture by reviving the traditional concierge using an emotional message with an image appeal .
 (Lacobucci, 2010). Using the image of a traditional concierge with the Brazilian flag’s color we will advertise on very few and selective media online based on a variety of online behaviors such as recent online purchases, searches, and browsing history, as well as the contextual targeting related content a user is currently reading or browsing online. Based on the variety of online advertising available on the Webadvantage.net we will choose some of the options listed below to direct the potential consumer to our own web site where they can purchase or learn more about the service and increase awareness and knowledge of our service in the target market:
·         Display Ads, Graphical advertisements featured on specific websites that our target market uses;
·         Flash / DHTML Ads sophisticated ads that function similarly to pop-up ads but with much deeper integration into the overall design of the site.
·         Email Ads, Ads will be distributed through email blasts to the target market audiences;
·         Advertorials Advertisements in editorial form that appear to contain objectively-written opinions we will typically featured on specific websites and promote our services related to the website’s content;
·         Video advertising;
·         E-magazine
·         Mobile Ads;
·         Online Social Network.
How the effectiveness of the advertising will be measured.  
            Since the strategic goal of our ad campaign is cognitive, Lacobucci (2010) suggest that for cognitive test the primary consideration is memory to measured memory we might contract an agency with researchers that will call random samples of households using the DAR Research technique which is measuring the amount of audience recall one day after exposure to an advertisement or commercial. Results are usually gathered by telephone with respondents being given the name of a product or brand and then asked what they can remember. (Answers, 2011). The day-after recall test is one of the original forms of advertising research but few people still use it because the data and analysis is limited (Young, 2005). The research agency can also use tests of recognition, where they might ask if the costumers have seen the ad of our company last night or in the last month. The results can be applied to assess impact of banner ads and emails. Since our target market is a small group of very wealthy people we need to have a high percentage of successful brand recognition to create an effective awareness.
            Nowadays, conversions per click is a popular way to measure ads, however with integrated campaigns we cannot solely base our measurement on conversions per click because as Jeremy Stanley, Vice President of Analytics Collective has said “many of these clicks were unintentional” and also they do not accurately portray all that is happening (Figaro Digital, 2011). Therefore we are going to use a new measurement with an integrated platform developed by Nielsen Co. that will show audience reach multiple types of media online as the video ads, online social network, web sites even mobile commerce sites. The result will provide a single report that will allow a better understanding of our return on investment because it will show the percentage of  the targeted audience reached by gender and age groups and how often the target audience viewed each advertising (Internetretailer.com). Since our strategy is focused on the internet, one of the great advantages is that it allows us to measure the effectiveness in real time and if something is not working it is possible shift direction or tactic.


The promotional strategies
            As a new company with budget restrictions we have limited funds to spend in promotional campaigns, therefore, we will use direct marketing online with a variety of online advertising and some publicity to show our differentials but with no cost to the company. We want to start our strategy as soon as possible because we are looking forward the big opportunity for our business with the next World Cup in 2014 (FIFA) and the Olympics in 2016 (NY Times). This is when we believe our service it will achieve the growth. At this time, we intend to promote our product with event sponsorship to influence our target market to purchase our service for the both events. After these events it is our intention to remind the clients of our product and we are going to use a product placement strategy and also introduce some new and innovative products to influence continued purchase. Then we will schedule the promotion budget expenditure according to life cycle of our service. As you can see below:
FIGURE 1.:

The customer expectations 
            Identifying and measuring multiple dimensions of consumer satisfaction would provide our company personnel with a comprehensive and accurate view of consumer perceptions of the services they receive. The dynamic interaction between our customers and our company in the electronic Media offers opportunities for observing and understanding novel aspects of customer behavior. Using the objective measurements we will form the basis for our customer service, this can be addressed by prior qualitative research to help ensure that a service quality study captures relevant aspects of the service received (Hunt 1993).
            Ideally our market research should explicitly measure the effectiveness of the organizations’ selling channels on the internet and also customers’ evaluations of the service received in ordering, gaining and using the service. For example, our customer service quality study would incorporate measures for the purchasing the service, pre-flight service (check-in, baggage handling, lounge), the actual service itself (receiving on time, food service, special requests, restaurants, general presentation and hospitality of crew), post service (baggage, drivers etc) and any follow-up contact (eg. complaint handling). This information can then be modeled against data on customer behavior that is also collected. Behaviors such as repeat-buying, recommending, complaining, or the value price (Sharp & Page and Dawes, 2000). According to Sharp & Page and Dawes, 2000 this approach has been tremendously successful in providing managers with reliable information about variation in the quality of service provision, and showing what aspects of the service are associated with desirable buyer behavior. It provides actionable information by going to the heart of the issue – linking actual service provision to buyer behaviors which really matter.


            It is financially impossible and impractically to focus marketing efforts on all possible customer service elements. Discovering the elements that relate to subsequent buying behaviors gives managers a better handle on what they should manage in order to reduce customer defection (Sharp & Page and Dawes, 2000). After measuring the needs we will improve our understanding of how organizational decision making in the customer-service using the Customer Lifetime Value approach (CLV) in this manner our company utilize  complete customer data in the given context (e.g., the travel space), drawn from our customers’ data warehouse, rather than a partial view of the customer preferences and behavioral data that we might collect when transacting directly with the customer. By using complete customer data we can be more precise in our evaluation of the customer’s needs. In the CLV model we are going to fit a strategic initiative to better serve certain segments of customers and in their expectations and in identifying those segments it will make easy to address the efforts including special marketing programs target to the gaps in the customer expectations. (Brohman; Piccoli; Martin; Zulkernine; Parasuraman; Watson, 2009).








REFERENCES
Answers.com (2011) Day after recall. Source may, 2011: http://www.answers.com/topic/day-after-recall#ixzz1NCnLavtu

George, William R., and Leonard L. Berry (1981), "Guidelines for the Advertising of Services," Business Horizons. 24 (July/ August), 52-56.

Gregory, Gary D., and James M. Munch (1997), "Cultural Values in International Advertising: An Examination of Familial Norms and Roles in Mexico," Psychology and Marketing,14 (March), 99-H 9-

Hunt, Shelby D. (1993), "Objectivity in Marketing Theory and Research," Journal of Marketing, 57 (April), 76-91.
Lacobucci, Dawn., “Marketing Management” 2010.
Pan, S. and Lee, J. (2003). Using CRM for a unified view of the customer, Communications of the ACM, 46 (4), pp. 95-99.
Stafford, David C. (1982), "Banking on Advertising," y^raa/ of Advertising/lntemationaljoumal of Advertising, Pg: 1 (4), 297.

Romano, N. C., & Fjermestad, J. (2002). Electronic Commerce Customer Relationship Management: an assessment of research. International Journal of Electronic commerce 6(2), 61-113.
Shoniregun, C. A., Omoegun, A., Brown-West, D., & Logvynovskiy, O. (2004). Can eCRM and Trust improve eC customer base? Paper presented at the Proceedings of the IEEE International Conference on E-Commerce Technology.
Web Advantage.net. Types of Online Advertising. Source may, 2011: http://www.webadvantage.net/internet-marketing-services/online-media-buying-planning/types-of-online-advertising

FIFA.com . 2014 FIFA World Cup Brazil™. Source may, 2011: www.fifa.com/worldcup/index.html

NYTimes.com.  Rio de Janeiro Is Awarded 2016 Olympics. Source may, 2011: www.nytimes.com/2009/10/03/.../03olympics.html -

Young, Charles E. (2005). The Advertising Research Handbook. Ideas in Flight, Seattle, WA, April 2005 Source may, 2011: www.rohan.sdsu.edu/~renglish/370/notes/chapt18/index.htm

Figaro Digital (2011)  The Click: Brand Marketing's Most Misleading Measure. Source may, 2011: http://www.figarodigital.co.uk/editorial-article/the-click.aspx

Internetretailer Paul Demery,Managing Editor Nielsen introduces a new way to measure ad audiences across TV and online medi. Source may, 2011: http://www.internetretailer.com/2010/09/29/measuring-ad-audiences-across-tv-and-online-media

Sharp, Byron & Page, Narelle and Dawes, John , 2000. A New Approach to Customer Satisfaction, Service Quality and Relationship Quality Research. Marketing Science Centre University of South Australia. ANZMAC 2000 Visionary Marketing for the 21st Century: Facing the Challenge

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