TOUCH POINTS

Brand communication at work

Dizon, Aeron Trinidad, Fachay

The marketplace is a social system in which customers, companies and media interact.

Sending and Receiving of messages

Everything communicates something

Appearance Product design and packaging Tone of voice Attitude

HB ICE CREAM CAMPAIGN

Establishing a new brand identity for HB Ice Cream across Europe

The HB ice cream brand

In 1926, in order to use up the surplus milk and cream that was produced during the spring and summer, the three Hughes Brothers took another momentous decision they began to manufacture ice cream. From this small, family run operation, Irelands favourite ice cream brand, HB, was born.

Division of manufacturing in two parts:

The HB brand acts as an umbrella for a wide range of products In Home ranges Hazelbrook Farm, Viennetta, and Carte Dor Out of home ranges Magnum, Solero Cornetto, Kids and Classics

Long heritage in the Irish market; since 1926 our ice cream 1973 the brand was bought by Unilever Late 1990s, Unilever decided to introduce a new brand identity

MAIN OBJECTIVE
Introduce a new brand identity for HB ice cream across Europe

BUSINESS OBJECTIVE
Grow the category by increasing ice cream consumption

MESSAGE OBJECTIVE
To touch the emotions of the audience

KEY TARGET AUDIENCE

Housewives with children In home products Young adults aged 15 34 Out of home products

**younger people in the HB market

The HB ice cream logo

The logo that HB ice cream has been familiar to the Irish community for 30 years

NEW HB ICE CREAM LOGO

The new design continued to use the familiar HB initials but replaced the oval with a heart shape

THE MESSAGE

The design sought to communicate THE VALUES OF NATURAL TOGETHERNESS AND LOVE

natural togetherness focusing on people enjoying ice cream in a social, interactive environment

DELIVERING THE MESSAGE

Utilized a major public event to spearhead the campaign and involve the audience

Use of Valentines Day weekend as a launch platform to create rapid and widespread awareness, excitement and recognition
Supported by advertising

INTEGRATED COMMUNICATIONS STRATEGY

Combination of 3 elements:
TV spot

Local media launch event

On-the-street promotional activity

The Love Weekend to create Irelands first-ever themed weekend on Irish TV Sponsorship stings TV spots announcing HBs sponsorship of Love Weekend Newspaper TV Listings printed over colored watermarks of the HB heart logo

ON-THE-STREET PROMOTIONAL ACTIVITY

Change of logo in point-of-purchase displays and packaging, branded litter bins, window stickers, HB branded freezer cabinets

Teamed with Dublin film-production company to project video images on large outdoor screens or walls
Love Weekend TV reminders ads projected on large walls at city center locations on Valentines night (Dublin, Cork, and Belfast)

Hit squads in each location, distributing HB passion test cards and questionnares that tested the passion in ones life Color ad leading into TV listings that offered the chance to win a family holiday

EVALUATION

Half of all Irish recognized the new symbol 70% of the 15 24 age group were aware of the logo 75% immediately associated the logo with HB Ice Cream Because of this success, HBs strategy now include launching the new impulse season each year with a Valentines weekend themed TV event.

BRAND-CUSTOMER TOUCH POINTS

Any situation in which a customer comes in contact with a brand or company

The concept of touch points

Popularized by Jan Carlson, former chairman of Scandinavian Airlines System (SAS) Customer-company interactions or moments of truth on-time departures and arrivals, careful handling of luggage and courteous interactions Messages are delivered at these touch points are more powerful

There are many kinds of brand messages Media is not the exclusive means by which customers come in contact with a brand message

Any communicated message contributes to brand knowledge, either awareness or composition of the brands associative network

4 BASIC CUSTOMER TOUCH POINTS

Company-created company controlled and regulated messages Intrinsic different objective; communicates something about the brand Unexpected communicates about the brand without the control of the company Customer-initiated under control but are uncertain

The main role of the company in these touch points is to RESPOND Messages communicated in these touch points must be INTEGRATED to ensure CONSISTENCY

COMPANY-CREATED TOUCH POINTS Planned Marketing Communication messages, such as

ads, news releases, brochures, and information on packages.

THE ADVANTAGE
The messages are all planned and controlled to reach their target audience

SENDER RECEIVER COMMUNICATION MODEL

SENDER - COMPANY

initiator of the message Decide what idea or statement to disseminate Transform this message into a concrete idea that can be communicated (encoding process)

MESSAGE

Idea encoded in a combination of words, pictures, actions, symbols and/or events use words, pictures and other cues whose meanings are shared by members of the intended audience MC MESSAGE anything that talks about a brand, such as newspaper ads, radio commercials, direct-mail pieces, sales clerks, or customer service

COMMUNICATION CHANNEL or MEDIA VEHICLE

RECEIVER - CUSTOMER

means by which a message is delivered (letter, e-mail, radio, television, newspaper, telephone, an event) anyone who is exposed to a message

Once the message has been received, they must DECODE it process of interpreting what a message means

FEEDBACK - RESPONSE

Response that conveys a message back to the source

NOISE - INTERFERENCE

Interferences or distractions that can negatively affect the transmission and reception of a message IMPACT is necessary to overcome noise

The Volvo Conservatory in Manila

COFFEE WITH CAR TO GO

Volvo Conservatory in Manila

Coffee Beanery caf that serves customers all day at one end of the showroom

A branch of Urban Bank at the opposite end

A culture that appeals to Philippine sensitivities Conservatory safety, protection of the environment, social values and support for the arts Holds concerts by local bands

Sponsor environmental films

Overall, appeals to the values of its Filipino customers

SOURCE

Messages can range from creating simple awareness to an entirely new position; in between is creation of an association in the minds of the receiver (perception) Perceived integrity of the sender (CREDIBILITY) Building brand trust Multiple proof points Good corporate citizens - CSR

ENCODING

Thorough understanding of the target audience to ensure intended meanings when decoded Select one and only way to communicate an idea which is noticed and understood Awareness of the FRAME OF REFERENCE of the target audience; people assumed to receive and understand the message

other factors

Language Introduction of a successful person

MEDIA CHANNELS connecting companies with customers& non-traditional media Traditional

(including word of mouth)

Channels that link companies and customers PSYCHOLOGICALLY and PHYSICALLY Each medium has an image which communicates another message medium is the message

NOISE - clutter

2003 Honda and Toyota pulled out their US TV commercials during the first days of war against Iraq

Minimize noise (physical / psychological)

Brand image inconsistency

Clutter competition among commercial messages

Marketers compete for attention of customers, prospects and stakeholders

IMPACT
the first and last thing you see, hear, or read are more likely to be remembered than all the messages in the middle

Penline tape

FORMULA tooth care

TYNANT water

Jumbo Muffins

TIDE

The Economist

Coops paint

Kill Bill ad

RECEIVER AND DECODING

Target audience group that has significant potential to respond positively to a brand message

1.
2. 3.

Does the message actually reach the receiver mentally? Once the receiver has taken notice of the message, it must be decoded Psychological response of the receiver and the effect of the decoded message

For decoding to be successful, there should be shared meaning between source and receiver

Shared understanding of symbols result of common fields of experience between encoders and decoders (codebook)
Receivers field of experience and immediate needs, wants and concerns

Thorough understanding of the customers, empathizing with them, speaking their literal and emotional language STRATEGIC REDUNDANCY saying the same thing in several different ways Strategic redundancy by coordinating all the messages delivered

Keeping messages simple KISS keep it simple, stupid The simpler the messages thought and execution, the easier it is for receivers to grasp the main point

FEEDBACK

To minimize miscommunication, monitor the perception customers have about the brand

Customer perceptions is an important source of feedback; first step in evaluating success of brand messages

Types of feedback

Immediate soon after a brand message is received Delayed given at a later time No feedback rarely a desired response yet meaningful and important

INTRINSIC TOUCH POINTS Interactions with a brand required

during the process of buying or using that brand

Product brand messages

United Parcel Service

Price brand messages

McDonalds Big Mac and Egg Mcmuffins (for 55 cents

Demand pricing

When capacities decrease, prices are raised to maximum revenue return on products being sold
Airlines Oil and Gas Prices Coca-cola vending machines

Place (distribution) brand messages

Products on the bottom shelf vs products on the top shelf

People brand messages

They are important because direct interaction with other people is about the strongest type of messages you can receive

Physical evidence of brand messages

IKEA

Process brand messages

Hertzs Gold card service

UNEXPECTED TOUCH POINTS references to a brand Unanticipated

that are beyond the control of the company
-Word of mouth -Media (publicity)

An interaction that occurs whenever a customer or prospect contacts a company

CUSTOMER-INITIATED TOUCH POINTS

Purposeful dialogue communication that is mutually beneficial for the customer and the brand

Interactivity two-way communication that sends and receives messages from customers and other stakeholders

4 Rs of purposeful dialogue

RECOURSE easy access to someone who can solve a problem

Ex. The Bombay Company Well take the thing back with no hassle, no questions, no guff about it wheres the receipt? The cost of that is peanuts compared with what you gain in customer loyalty

RECOGNITION company acknowledgement of purchases and of the customers interaction history with the company

RESPONSIVENESS a reaction that produces customer satisfaction after a customer-initiated company contact Ex. Texas instruments

RESPECT consideration and not hammering customers with advertisements and other messages in which they have little interest

Ex. Southwest Airlines We dont have a marketing Department, we have a Customer Department Heb Kelleher, CEO

EVERYTHING COMMUNICATES