Increase profitability by increasing frequency of visits and amount spent per visit
Enroll 8 million cardholders into a reward program in 12 months
Achieve an incremental sales increase of 3.2 percent
9 Case Study Boots The Chemists
They identified their target audience for the campaign as
Young women who could be motivated to treat themselves rather than deal-seekers
The marketing plan included
A reward program where customers signed up for a Boots card and earned points for purchases
Rewards included spa treatments and other treats that customers would appreciate but view as luxuries rather than necessities
10 Case Study Boots The Chemists
The marketing plan included
Employee training to deliver on the new understanding stimulating personalized fulfilling enjoyable persona
11 Case Study Boots The Chemists
Evaluation of the campaign
The campaign produced a database of 8 million customers with their buying habits and contact information for relationship building
Boots experienced more than 3 percent sales increase in year 1 8 percent in year 2
Cardholders average purchase was 8 percent high than non-cardholders
12 Lessons learned
The Boots story was a success because the made the effort to understand their customers
Both how they viewed the company and what they were really looking for from a pharmacist
They then redesigned their offering to better serve the self concept lifestyle and emotional needs of their customers
Our self-concept is defined as the totality of the thoughts and feelings one has about him- or herself
14 Dimensions of Self-Concept 15 Need Recognition
What happens when there is a gap between our actual and idea self
Ideal Self Actual Self 16 Need Recognition
We are motivated to close the gap through our extended self which includes our possessions
Ideal Self Actual Self 17 Measuring Self-Concept
To tap into a consumers actual and ideal self you can ask them to self-disclose how they view themselves (actual) and how they would like to be (ideal).
It can be difficult to get full disclosure
To get at the ideal self it helps to ask a respondent to think about the person they most admire and then answer the questions with that individual in mind
18 Measuring Self-Concept A I A I A I I A Reporting of Actual Self Reporting of Ideal Self 19 Measuring Brand Image
Gaps in reporting of actual and ideal self represent opportunities for need fulfillment
Consumer will respond favorably to products or services that help to improve or maintain their self-concept
Products that enhance ones self-concept are particularly satisfying
20 The Relationship Between Self-Concept and Brand Image 21 Lifestyle
Last week we discussed the importance of segmenting consumers on the basis of lifestyle rather than strictly demographics
VALS Attempts to tap relatively enduring attitudes/values (self-orientation) and resources
Yankelovich MINDBASE Focuses on core values and life cycle stages to classify individuals
22 VALS segmentation sorts consumers into an eight-part typology - Self-orientation Principle oriented Status oriented Action oriented - Level of Resources High Low Click on image to visit the website and take the VALS survey 23
Click on image to visit the website and take the MindBase survey 24 How do these compare
After you have visited the two sites and completed the surveys for yourself consider the following
Which seems more accurate informative or useful Why
How can we utilize this information
25 Lifestyle and Consumption 26 Viva Los Dodgers!
Viva Los Dodgers! was created in cooperation with AIM (Alternative Innovative Marketing) in 1998 to help the Dodgers build a strong relationship with the Latino community as a way to get Latinos in Los Angeles to sample Los Angeles Dodgers baseball.
27 Viva Los Dodgers!
Viva Los Dodgers! is an annual festival in which local fans are invited to a pre-game event in the Dodger Stadium parking lot.
The event begins at 1200PM and lasted until 630PM prior to the 710pm game against the San Diego Padres.
Attendees have the opportunity to enjoy a live concert by Latino recording artists and meet Dodger players and take pictures with them bringing them closer to the team as a whole.
28 Viva Los Dodgers!
Dodger sponsors are offered the opportunity to have booths signage and mentions from the concert stage thereby permitting them to reach out to the Latino community.
The impetus for the event was a geo-demographic study which showed that the majority of people that live within a 20-mile radius of Dodger Stadium are Hispanic families and a majority of these 3.5 million people had never been to a Dodger baseball game.
29 Viva Los Dodgers!
Viva Los Dodgers! is a revenue-generating program by selling event sponsorships.
Dodger sponsors would use their participation to leverage exposure leading to increased Dodgers game ticket sales and tighter/longer-term relationships with their sponsors.
Increase event and game attendance by Latino community members.
Increase the overall level of press coverage
30 Viva Los Dodgers!
A strategy was developed to reach out to those families by associating the Dodgers with Latino recording artists.
The thinking was to attract Latino families from the surrounding area to the stadium to meet and hear the artists and then get them to stay and sample a game.
Dodgers were hopeful that initiating and annualizing this event would build long-term goodwill with the Hispanic community
This would lead both to increased game attendance and increased coverage by the Hispanic press.
31 Viva Los Dodgers!
In 2004 Coke conducted a retail sweepstakes at 200 high Hispanic population stores in which 5 Latino families could win a day at Dodger Stadium (including a stadium tour seats hospitality passes to meet the recording artists)
Wherehouse Music stores supported the program with signage in all locations and end cap displays featuring music of the artists that were performing at the event.
Over 26 sponsors participated in the event in 2004 up from 4 in its first year
32 Viva Los Dodgers!
Major media partners such as UNIVISION TELEFUTURA TELEMUNDO SPANISH BROADCASTING SYSTEMS in Los Angeles supported the event. A special 8-page section was also created in the LA OPINION Newspaper.
The Viva Los Dodgers! event was covered by all of the Spanish language press as well as the major English language network affiliates in Los Angeles.
Understanding the psychographics of your customers can provide useful insights for communicating with them and building strong brand relationships.
Knowledge of your current customers can help in identifying and building new customer relationships
Always remember to dig deep and understand the expressed as well as the unarticulated needs of your customers
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