How does email fit in? In a fully integrated campaign email is an element that can breathe “interactive life” into 2 dimensional print campaigns. Direct mail and print advertising should no longer be stand alone elements. Email and web can be coordinated with traditional marketing efforts to dynamically drive messaging. Even more, email opens the lines of communication with your audience allowing them to respond, participate and own your brand. This leads to a better understanding of your audience and your brand, which will improve messaging, targeting and personalization. Check out the study to see how email is influencing today’s best direct marketing tactics and principles.

Here are a few notes I took from his keynote speech this week:

Problem: We’ve become too oriented around Data Obesity but Knowledge Starved.

Solution: The key is at the core of the company’s philosophy, the concept, the mission, but ultimately it’s about the CAUSE!

Great Company Example:
Apple: inspired, they listen, intuitive products and design, engaging, positive experience to everything about them.

You can have the same ingredients, but the whole company, culture, brand, story, has to be there:
1) Identify what differentiates you
2) Do it better than others
3) Be sincere about it

Other great company examples:
Les Schwab – running towards you with a smile. Sudden service. Great employee hires. Great training.
Nordstrom – Herioc customer service.
Southwest Airlines – they make it fun, but thier key is to get people who don’t want to fly to get on a plane and to their desitnation on time and budget.
Starbucks – profound desire to make sure everyone in the company will win together.

Missions are given; Causes are TAKEN.
Causes are what make companies really take off.

How does this apply to Regence and the healthcare industry?
Current system – is based on entitlement. You pay for other people who get sick often.
New system – you pay directly based on how healthy you are. Rewards you for wellness and health improvements.

Regence is taking tactical steps to address this:
1) Social networking within the site myregence.com
2) Regence members are co-creating the brand with the company.

You have to believe people are inherently good and trustworthy, which makes transparency work (e.g. eBay, Progressive Insurance, etc.)

With so much noise of all of these brands coming online, its getting harder and harder to have a lasting brand impression online. Conversely, AdAge reported that branded search is far more prevalent than unbranded keywords which proves that consumers want to go to a trusted source and manage their expectations with getting to a website that they already know a little something about beforehand.

Examples of great online consumer experiences around strong brands:
MyCadillacStory.com
PatriotAdventure.com
BestBuy.com
http://fftf.Doritos.com/

Consumers are going online more than ever, but consumers still rely on magazines, TV, and traditional media for true brand connections. Their is huge opportunity for online branded experiences, but it is much more complex than traditional channels.

http://www.findanewflavor.com

 

I am Bold, Grown-up Cheese.

I’m a bold, big city person. Museums, theater, fine dining and cool shops… I can even appreciate performance art. I’ve got grown-up tastes but I’m not stuffy or stiff. I know how to have fun and I’m just as comfortable at a white linen-laid table as I am at the hot dog cart. I’ve got style. An individualist who isn’t afraid to show my true colors or to stand out in a crowd.

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Sent: Tuesday, June 21, 2005 4:06 PM
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