Brand Marketing

Brands are at once all powerful and fuzzy. We will discuss the true meaning of a powerful brand, how the impact of a brand can be measured – or at least approximated – in financial and emotional terms, and weather organisations should manage direct and brand budgets differently.

Brand Campaigns

• A brand campaign aims to build awareness, interest and desire in a particular brand and its related products
• It does not aim to sell a particular product
• It does (or should) aim to increase overall sales, although not necessarily immediately

How Do We Measure Brand Campaigns?

• A successful brand campaign will works at all stages of a customers Purchase Funnel/ Cycle
• The simple version of this cycle is called AIDA for Awareness – Interest – Desire – Action
• We need to design customer surveys to understand uplift from the brand campaign at each stage:
  
  1. Have we increased Brand Awareness?

  2. Have we increased Interest in the Brand or its products?

  3. Have we increased the Desire to purchase?

  4. Action should be measured by both short and long term revenues as well as signups and ‘soft’ activity measures

  More complex models can be built up to include consideration sets, loyalty and advocacy.

Sales & Marketing

• Marketing Industry, Marketing Trade
• Sales Industry, Sales Trade
• The Sales Funnel

Marketing for Dummies Guides

• Marketing for Dummies
• Marketing Plan
• Marketing Strategy
• Positioning
• Differentiation
• Brand Equity
• Brand Marketing
• Direct Marketing
• RFM – Recency Frequency Monetary
• Breakeven Response Rate
• Customer Profitability
• CLV – Customer Lifetime Value
• Loyalty Program
• The 4 Ps
• The Campaign Framework
• The Marketing Budget
• The Marketing Mix

Measuring, Marketing, Metrics & KPIs

• KPI – The One Key Marketing Metric
• Marketing KPIs and Metrics
• Measuring Marketing
• ROMI – Return on Marketing Investment
• Marketing Finance
• Financial KPIs
• Market Share
• Mind Share
• Customer Satisfaction (Cust Sat)
• Net Promoter Score
• Kano Model

Online Marketing/ Digital Marketing

• CPM Advertising
• CPC Advertising
• CPA Advertising
• Click Through Rate (CTR or Click Thru Rate)
• Conversion Rate
• SEO Marketing
• SERP: Search Engine Ranking Page
• Behavioral Email
• Guerilla Marketing