Hello. Let’s now reinforce what we talked about in the previous video. As I said before, this is one of the classes that I’m most fond of, I love to talk about the “coffee strategy”, about these six objectives that all brand managers should keep in mind.
So, what is marketing? Marketing is the management of our market ecosystem, so this is the main objective of every brand. Managing the ecosystem of our brand.
Publicity is our second objective. The objective is to gain the consumers’ attention, keep the memory of our brand in their minds, maintain a frequency of participation of this memory in their minds, and expand the reach in order to create a larger customer base. What is our third objective with brands?
Advertisement. Propagate mythology, conceptually propagate the story of our brand, the twinkle in the eyes, the love that people have. So, our objective here is the strengthening of the brand’s mythology.
Maintain a twinkle in the eyes. Foster a community of engaged fans through powerful discourses. And we can see how this has influenced history, as in the case of governments, and later, brands appropriated this kind of discourse, making them more palatable, more attractive, and applying this concept to products.
Of course, when we look at advertisement and publicity as something cruel, we have to think that we can use advertisement for many other things. For example, advertisement can be used nowadays for environmental protection. It can be used to deal with issues related to intolerance Generate effective participation and respect for differences.
So, we can use advertisement for this as well, improving the economy and making it less cruel, something more effectively good for people, and not just a simulation of what something good should be. As if consuming were an antidote, a medication to solve our everyday issues, which it is not. In fact, consumption is necessary, we need it, but we can do it in a responsible and ethical manner, and advertisement and publicity can help us a lot in this sense too.
Our fourth objective is branding, which is creating and expanding the value of the brand through sensoriality. Our fifth objective is to improve our user’s experience in all the contact points. What does it mean to be a user?
In a restaurant, a user is not the same as a client. A user is someone who uses something. We use the parking lot.
We use different payment forms. We use the restroom. We use the table and the tableware.
The cook uses the kitchen utensils, the stove, and cleaning materials. The cash register. So, what can we do for our business to improve the experience of all these types of users?
To improve our efficiency? This is our objective; we need to have this kind of focus. And the sixth objective is hyper growth.
The hypergrowth of the public, generation of revenue, and the scale of the business. Having this as an objective, we need to look at what we are doing to achieve this growth. One of the most famous growth strategies is known as “member get member.
” Which is something we see a lot in subscription clubs. I subscribe to a book club, and a wine club and they do this a lot. If a new member subscribes using your access code, each of you will receive a voucher or a gift.
So, the clients of the brand themselves can get other members to join. This is a very recurrent and common growth strategy. Throughout our other videos we will be looking at other strategies that involve growth.
So, here we have a table showing a little of what the focus and the inspiration are in our coffee strategy. Market refers to the marketing of the coffee; Attention is the publicity; Passion is the advertisement; Sensoriality is the branding; The delivery is the user experience; And the shared experience is used to explain the growth. See you all, in the next class.
