forumforfuturemarketing

The following presentation deals with the integrated advertising campaign of Snickers in the first half of 2008. The slogan of it is “Allemann - Unterwegs zu einem großen Ziel.” The campaign achieves to bring back the feeling of the Fifa World Championship 2006 in the occasion of the European Championship in 2008. Snickers acts as the energy source of the fan community. With a lot communication tools like TV spots, Elton as testimonial, game contests, different Online activities and also an own fan-hymn the campaign obtains the target group of chocolate bar consumers.

Here you can find our analysis of the Alice campaign, which was done in a project at the HdM.

A brand is the key to integrated marketing and represents the most important tool of an organisation for weathering market turbulences.  But, within the challenge of fast moving, global marketplace old scientific brand models, which we examine in the first part of our presentation, become less and less relevant. The explosion of offers and media as well as the emancipation of the consumers lead to a dramatic shift of brand management. After highlighting the changes in-depth in the second part, we suggest a new brand definition that overcomes the deficits of current brand approaches:

“A brand is a collective asset based on an inimitable core attribute defined by marketers and treated together with consumers activating them through an integrated, holistic approach with the aim of forming one homogeneous picture in their head which leads to long-term return on costumer.”

In the course of time the comprehension of marketing has changed. Compared to the Old Economy Promotion, the so called “classical advertisement”, which was characterised by one-way-communication, e.g. print, TV and radio, the New Economy Promotion is now linked to interactive communication. Messages used to be transmitted by dialogue-orientated classical media ductsare nowadays complemented by interactivity due to internet.

The following presentation shall point out the differences between Old and New Economy Promotion by bringing in relevant examples of companies using either the “classical option” or the “modern form of promotion”. In the end there will be a matrix, which can be used as decision support to find out which promotional tool is appropriate for different pre-determined aims.

Twitter forces people to make their messages short and simple. The writer has to get to the point. The character limit is set to 140 characters plus room for an URL. This high degree of micro information means that the user will need to self-parse information. Via Twitter the users are able to reach immediately their friends, network, consumers, or prospect clients with short time information at zero cost.

But how can Twitter be used to increase the effect of the marketing activities of a company? What are the effects on other web2.0 activities of a company like blogging, facebook groups or discussion boards? We also developed a scoring model to measure influence, seeding, signal-to-noise, authenticity and other factors.

The campaign Adidas +10 was launched during the Soccer World Championship 2006. The abbreviation +10 stands for one single player who can achieve anything in a team with 10 others, so the main focus was on team spirit.

With this campaign Adidas aimed to reach soccer players aged 16-21 but also all soccer fans. Their main goal was to position the brand as a leading soccer brand, and to establish an emotional connection to their fans. Also the brand awareness and fascination should be increased.

Adidas achieved all this with the campaign, which will be explained more detailed in the analysis in this presentation.

In this post  information about the 2008 campaign of “Concha y Toro”, the  world-famous Chilean vineyard, is available. The presentation focuses on the campaign for their product “Casillero del Diablo”, which harvest was of very high quality in 2007 crops. It is an example of 360° marketing can look like.

Corporate identity is the basic prerequisite for a successful integrated marketing for brands and organisations. Get more information about corporate identity, the communication concept and the integrated marketing in Manfred Bruhn’s point of view. Additionally, more information about the communication activities and the enhancement of Apple’s corporate identity in the range of 360°-marketing is provided in the presentation of corporate-identity-and-360-degree-marketing.

In the following presentation information about the analysis of the brand rejuvenation of Jaegermeister is given. Originally, Jagermeister was a short drink for all over 50 years-old seniors. Today Jaegermeister is among of the most popular short drinks of the world and, above all in Germany, a lifestyle drink for parties and a younger target group. Read more about the successful brand rejuvenation…

As a result of our research we came up with a symbol: the six faces of a cube show the current developement in marketing. In the attached document you will find the outline for this concept. cube360marketing