성공적인 마케팅 커뮤니케이션을 위한 7M 프레임워크

PDF download from directivty.com.au

Overview

- Media Trends and Data

- "Classic" Campaign (Milk)

- 7M Framework

- Mission and Message

- Rational Appeals

- Emotional Appeals

"TV has remained pretty flat"

"People still seem to like watching TV

- although they may be doing it in different forms now"

In terms of marketing spend,

SEO > Display Ad > Mobile marketing > Email marketing > Social media

Classic Campaign

Problem

: constant decrease in California milk consumption

Solution

: increase mindshare & manage "rationing"

The "GOT MILK?" Communication Campaign

: "it would be very important for you not to run out of milk and to have milk in your home"

*Market (target audience) = People who current drink milk

*Message Content = Make sure you have enough milk (it complements many other meals)

*Mission = Increase milk consumption by one glass per week within a year

*Message design (creative solution) = GOT MILK? "deprivation" campaign

- 우유를 평소 마시는 사람이 정말 중요한 순간에 우유를 마실 수 없게 됐을 때의 불쾌한 느낌을 되살리는 캠페인

- Got Milk? 캠페인 분석자료 (PDF 다운로드 링크)

*Media strategy = TV, print

*Money = Unknown

*Measurement = 60% aided recall in 3 months / 2.67% ($30M) increase in annual sales

The amount of money spent to deliver campaigns is IMPORTANT.

"그 사실을 아는가? 나는 광고에 쓴 돈의 절반이 낭비라는 것을 알고 있다.

하지만 난 낭비가 아닌 다른 절반에 대해서도 잘 모르겠다."

John Wanamaker, 1928

그러나 광고 등 마케팅 예산을 100% 부정적인 고정비로 볼 것이 아니라,

고객 충성도, 광고로 인한 가격탄력성 저하, 더 많은 소비 창출 등을 미래에

만들어내는 자산의 개념으로 접근해야 한다.

The 7M Framework

[ Targeting / Positioning ]

Markets - Target Segment

Message Content - Key Benefit / Positioning

[ Advertising Decisions ]

Mission - What to achieve? Awareness / Knowledge / Interest / Trial

Message Design - How should I say? Creative Strategy

Media Strategy - How do I reach them?

Money - How much to spend?

Measurement - Was it worth it? What metric can prove it?

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본 내용은 아래 MooC 강의의 학습내용을 바탕으로 작성했습니다.

https://www.coursera.org/specializations/wharton-business-foundations