MKTG 420 - Week 6 Notes
MKTG 420 - Week 6 Notes MKTG 420
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This 2 page Class Notes was uploaded by Sonia Brosnan on Thursday May 5, 2016. The Class Notes belongs to MKTG 420 at University of Oregon taught by L Schneider in Spring 2015. Since its upload, it has received 16 views. For similar materials see Marketing Communications in Marketing at University of Oregon.
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Date Created: 05/05/16
MKTG 420 Week 6 Notes Brand Ambassador/Campus Rep programs o Companies: Apple, Microsoft, startups, Redbull, PINK Needs to fit with the target market of students o Risks: If rep screws up, becomes bad for the brand Hard to measure effectiveness Rep just might not do the responsibilities asked of them (ex: may just take the coupons or eat the free Chipotle) Structuring a Brand Ambassador program o Communication of the program to potential reps and an ongoing communication plan Integrate with your IMC plan Some companies have Twitter accounts solely devoted to campus rep programs o Recruitment and interviewing method and protocol What will you do beyond social media? How do you use this product? Hire by referral of current reps o Incentive package for reps Ex: money, stipend, free product (how much, how often?) Builds reciprocity o Responsibilities of reps What do they have to do? Each week, each term? o Materials needed If you want them to pass out coupons, the company needs to provide them with coupons o Measuring success of reps Twitter mentions, number of email sign ups at tabling events o Corporate advertising building the company’s image and reputation o Cause related marketing is good for: New(er) companies (raises awareness) Ex: Jersey Mike’s teaming up with Camp Kesem upon opening of new location Competitive advantage (hard for Jersey Mike’s to stand against Jimmy John’s and Subway need to develop a competitive advantage to prove they’re the superior sandwich choice) Bad PR (ex: oil spill) Tarmet market alignment Demonstration of brand Part of mission statement Ex: Tom’s “One for One” part of who they are as a company Minimize backlash Cause related marketing campaigns o Match between company and cause Making sure that the company does not overshadow the cause or visibly benefit from the CRM o Program’s structure and partners Contribution structure (% of sales, marketing, for every product sold, minimum guaranteed contribution Who do we need to work with to make this happen? o Advertising and communications o Timeline and goals 1 day only vs. 1 month only leads to scarcity People feel a sense of urgency and are more likely to contribute to the cause
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