Gonser Gerber Tinker Stuhr LLP Integrated Marketing Workshop

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Gonser Gerber Tinker Stuhr LLPIntegrated
Marketing Workshop
________________________________________ How to
Advertise for Results
Robert M. Moore, Ph.D. President and COO Lipman
Hearne, Inc. rmoore_at_lipmanhearne.com
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Agenda

• Principles of Integrated Marketing
• Positioning Where It Starts
• Advertising View from the Masters
• Case Studies
• Discussion

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Principles of Integrated Marketing
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The key to successful marketing is determining
the needs and wants of target customers and
delivering the desired products more effectively
and efficiently than competitors. Integrated
marketing occurs when all of an organizations
departments work together to serve the customers
interests.
Philip Kotler on marketing
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The key to successful marketing is determining
the needs and wants of target constituents and
delivering the desired services more effectively
and efficiently than competitors. Integrated
marketing occurs when all of an organizations
departments work together to serve the
constituents interests.
Philip Kotler on marketing
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Institutional marketing the old model

• Highly decentralized communications profile
• Organized by unit or function
• Goals, objectives, content established within
  unit
• Lack of cohering structure or process
• Winning the battle, losing the brand

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Integrated marketing

• Strategic
• Data-driven
• Markets-based
• Focus on quality of constituent experience
• Guided by comprehensive plan
• Cooperation and participation by all operating
  units

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Research

• Perception and reality
• Fact, not folklore
• Qualitative depth, nuance, tone, language
• Quantitative benchmark, tracking, statistically
  reliable
• The power of data

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Elements of successful program

• Whats real
• Solid research base
• Intensely collaborative
• Sustained effort

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Integrated marketing
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Faced with the choice between changing ones
mind and proving that there is no need to do so,
almost everyone gets busy on the proof.
John Kenneth Galbraith on change
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Positioning Where It Starts
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Positioning

• The confluence of three forces
• Institutional capability and vision
• Constituent perceptions
• Competitive mix
• Appropriate, distinct, valued
• Its the economy, stupid.

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Positioning reinforcing the advantage

• Volvo Safety
• Apple Different
• Disney Wholesome
• Harvard Harvard
• American Red Cross Disaster
• Mayo Where to go

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Positioning defined

• Denotes the space that the institution wants to
  occupy in the minds of stakeholders
• Sets the organization apart from competitors
• Is not optional every organization has a
  position because the consumer/constituent has
  assigned it

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Successful positioning

• Differentiating
• Beneficial (to stakeholders)
• Relevant
• Aspirational
• Believable
• Sustainable
• Consistent with quality of experience

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Advertising View from the Masters
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Advertising must

• Have a specific purpose
• Appeal to target audience
• Reinforce positioning
• Connect the message and the medium
• Make a promise (implicit or explicit) that can be
  met

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Rosser Reeves and the USP

• Each advertisement must make a proposition to the
  consumer (buy this product and you will get this
  specific benefit)
• The proposition must be one that the competition
  can not or does not offer.
• The proposition must be so strong that it moves
  the product.

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Ted Levitt and differentiation

• Differentiation is one of the most important
  strategic and tactical activities in which
  companies must constantly engage. It is not
  discretionaryThere is no reason to get stuck in
  the commodity trap, forever confined to competing
  on price alone. Historically, companies that
  have taken and stayed resolutely on the commodity
  pathhave become extinct.

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Sergio Zyman and image

• It all starts with a strategy. You have to have
  a strategy about how you are going to dominate
  the market, and then you have to make sure that
  you create an image that helps you do itThe
  image is really the composite totality of
  everything that consumers know or think that they
  know about your company and your product.

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Howard Gossage on basic principles

• Nobody reads advertising. People read what
  interests them and sometimes its an ad.
• Advertising is not a right, its a privilege.
  Our first responsibility is not to the product
  but to the public.
• I dont know how to speak to everybody, only to
  somebody.

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Jon Steel on key questions

• Why are we advertising at all?
• What is the advertising trying to achieve?
• Who are we talking to?
• What do we know about them?
• Whats the main idea we need to communicate?
• What is the best way of planting that idea?
• How do we know were right?

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Harry Beckwith on service marketing

• The core of service marketing is the service
  itselfIf you cannot write a reasonably good ad
  for your service an ad that makes an attractive
  promise to your prospect your service needs
  fixing.

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Guy Kawasaki on fulfilling the promise

• Get better reality.

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Leo Burnett on creativity

• There is an inherent drama in every product. Our
  No.1 job is to dig for it and capitalize on it.
• When you reach for the stars, you may not quite
  get one, but you wont come up with a handful of
  mud either.
• Steep yourself in your subject, work like hell,
  and love, honor and obey your hunches.

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David Ogilvy on the process

• You dont stand a tinkers chance of producing
  successful advertising unless you start by doing
  your homework. I have always found this
  extremely tedious, but there is no substitute for
  it.

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David Ogilvy on the big idea

• Did it make me gasp when I first saw it?
• Do I wish I had thought of it myself
• Is it unique?
• Does it fit the strategy to perfection?
• Could it be used for 30 years?

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David Ogilvy on placement

• Repetition. Repetition. Repetition.

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Image Ad Case Study

• Seton Hall University

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Situation

• Image/reputation not consistent with quality
• Ambitious repositioning agenda
• Changing demographic in primary base
• Sesquicentennial
• Capital campaign

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Key research findings

• Extremely loyal, appreciative alumni
• Major competitors public universities
• Success in communicating self-identified
  attributes Catholicity and technology
• Student choice driven by factors other than those
  emphasized
• Stronger reputation increased goal

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Response integrated program

• Influencers advertising, events
• Prospective students revised publications,
  financial aid leveraging
• Alumni greater investment in alumni activities,
  web outreach
• Donors/prospects strategies and materials keyed
  to positioning
• Faculty/staff on-campus programs

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Positioning

• Seton Hall University is a community where
  leaders learn
• to set and achieve high standards in their
  professional, civic, and personal lives.
• to believe in themselves and their God-given
  capacity to make a difference in the lives of
  others.
• to build and maintain relationships with people
  from all walks of life and around the world.

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Service/Product Ad Case Study

• Chicago Historical Society

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Situation

• Increased competition for mindshare and
  membership
• Gradual decline in visitors
• Ambitious facility master plan
• Increasing web presence
• Bifurcated audience from schoolkids to serious
  researchers

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Key research findings

• Pride that CHS exists
• Perception as second tier cultural institution
• History itself dates, irrelevant, scary
• Solo visits
• Been there, done that

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Response integrated program

• Increased investments in media relations,
  advertising
• Bold moves
• Reconsideration of visitor experience
• Refocusing of capital campaign
• Emphasis on relevance of history

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Positioning

• Chicago Historical Society
• Sharing the American Story

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Image/Product Ad

• Rush-Presbyterian-
• St. Lukes Medical Center

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Situation

• Heightened competition for visibility among
  healthcare providers
• Awareness of research and care achievements low
• PR and advertising efforts fragmented
• Upcoming capital campaign

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Key research findings

• Rushs multi-faceted nature misunderstood many
  believe RUSH is a medical school only
• Area residents unaware of many RUSH research
  breakthroughs
• Feasibility study showed lack of readiness for a
  capital campaign

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Response integrated program

• Bold advertising campaign
• 50 weekly ads in Tribune and Sun-Times
• Vivid photography and substantive text focused on
  real results, real stories
• Demonstrate breadth/depth in research and patient
  care
• Radio spots and direct mail reinforce message

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Positioning

• Rush-Presbyterian St.Lukes Medical Center
• Its Happening at Rush

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Lipman Hearne Inc.

• Building stronger institutions through marketing
  and communications