themerzgroup/NEPA2.pdf

1. www.themerzgroup.com/NEPA2.pdf

2. What could you say about milk? It was white and came in gallons. People felt they knew all there was to know about it, so it was hard to find a strategic platform.

3. The California Milk Advisory Board had for many years produced the “Milk Does a Body Good” ad campaign.

4. The campaign echoed the government’s nutrition program, which encouraged people to drink a few glasses of milk each day to maintain their health.

5. Consumers evidently still believed that milk was nutritious. Ninety-four percent of the people already said “milk was good for you.” The problem was that the old ads didn’t change consumers’ behavior.

6. Consumers and especially kids and teens still considered milk to be as boring as a beverage could possibly be.

7. On the contrary, people thought of soft drinks as recreational leisure products. Sodas, then, were in a great position to represent many of the things that milk did not.

8. Milk was boring. It had an image problem. Many consumers were no longer excited by the tamed, domestic life that milk conjured up (milk toast). Gatorade, Snapple, Mountain Dew, and Sprite were fun and alive. Even V-8!

9. Although milk sales were declining, research showed that 70% of the population claimed to drink milk frequently. It was quickly agreed that the best hope of reviving sales was to prod this 70% to increase their consumption.

10. Research showed that people who drank milk tended to think of it as an accompaniment to certain sweet and sticky foods that they loved like brownies, cookies, or peanut butter sandwiches.

11. The kicker though occurred when people were asked how they feel when they’re eating something that demanded milk to wash it down, but don’t have milk in the house?

12. Respondents placed in this situation were upset, they felt deprived. They were able to convey the feeling of having a brownie or cookie remnants stuck in their throat, calling out for a gulp of milk to cleanse the palette.

13. How then to market milk? • A deprivation strategy - rather than selling milk as a complement to certain foods, instead the strategy became to remind milk drinkers of the anxiety and disappointment that came when milk wasn’t available at crucial moments.

14. Research also showed that 88% of milk was consumed in the home. Thus the new campaign would show people running out of milk when they needed it most, in their homes. The whole campaign was based on somebody sitting at home thirty feet from the fridge with the TV on. • The goal: to have consumers • feel the pain.

15. The new branding approach started with a TV spot featuring an American history buff obsessed with Aaron Burr – stuffing a huge peanut butter sandwich into his mouth and listening to a classical music radio channel. The DJ announces a $10,000 trivia question, “Who shot Alexander Hamilton?”

16. The camera pans our hero’s apartment filled with scads of memorabilia from the famous duel, including a portrait of Burr and the actual bullet preserved in a glass curio. The phone rings. Mouth crammed with peanut butter and unable to respond, the pitiful history buff reaches for the milk only to find it empty. • Desperate, he can only mutter “Aaaawon Buuuuhh.”

17. Got Milk? was born. • 12 years later the rest is branding history.

21. Got ____? • Has become part of the lexicon. • Milk is cool in more ways than one. • Brilliant Branding made the difference.

22. Or to be more precise differentiation made the difference. Whether marketing a glass of milk or a retirement community you must be “top of mind” with a clear, unique message. You see…

24. Simplicity and differentiation are an unbeatable selling combination. • (that’s why it’s so difficult to find a simple solution) • An example…

25. “What Literate Americans Should Know.” • complex sentence • Federalism • Indira Gandhi • Leibniz • Hoover Dam • paradox • vector • Zurich

26. Compare your knowledge • with these 8: • Just do it • Colonel Sanders • Morris • Mmmm Mmmm good • Quality is job 1 • Because I’m worth it • Have it your way • 57 Varieties

27. How to develop a memorable senior facility brand: • Uncover a compelling idea. Behind every great brand is a unique idea which captures customers’ attention and loyalty by fulfilling a need.

28. Have a resolute core purpose and supporting values in your branding. This should mirror what your facility stands for. These also need to remain in place year after year. Consistency in delivering your promise.

29. Have an organizational focus on branding. Leading organizations consciously ask themselves: “How will this decision impact upon the brand?” Is this “on-brand.” • You should be a CMO–branding is that important!

30. Build a superior product or service… Deliver an extraordinary, unique experience. • (something no one else has is even better)

31. Own a distinct position in the mind of the consumer. • If you don’t have a position, begin to build one ASAP.

32. Stay relevant and stay in touch with consumers. • When was the last time you updated your marketing strategy?

33. You are on a road to a brand relationship not just a transaction. • DO NOT FORGET THIS. Next slide please…

34. You are on a road to a brand relationship with customers--not just a transaction. • Put the above statement on a post-it note and put it on your computer.

35. Your facility must emphasize a distinct personality and forge a connection with customers. • What is your brand personality type?

36. CASE STUDY • GARDEN SPOT VILLAGE • CCRC in RURAL PENNSYLVANIA • Research & Strategy = • Brand Difference

37. Challenge: Find the brand essence of this CCRC and translate it into a distinctive, memorable campaign

38. Branding focus was the result of six internal “Brandstorming” sessions with staff and residents. The goal of these sessions was to isolate key concepts and features that would form the foundation for a unique branding platform for Garden Spot Village.

39. What was insightful about these BrandStorming sessions was that many universal themes emanated from group to group. Both staff and residents were “on the same page” and working toward the same goal—to deliver a retirement experience that was truly resident focused.

40. The key “drivers” of the Garden Spot Village brand were: • – Very friendly, hospitable, people-person residents • – Super active both as volunteers at GSV and in own life • – Staff caters to residents like a fine hotel would to its guests. “We are working in their homes”

41. WORDS TO DESCRIBE THE RESIDENTS: • Positive, Spiritual, Warm, Comfortable, Humble, Understated

43. Brand Soul • GSV should be portrayed in a real way, not with canned photos. Large, emotional photos would form the backbone of the brand. This will portray the sprit of the residents, staff and community.

44. Brand Soul • The grounds and location speak a bit. The cleanliness and wide hallways say something. The faces and expressions of the GSV “family”—they can’t be duplicated. This is the soul of the Garden Spot brand.