Welcome to my inaugural blog post on marketing strategies. Having studied marketing in both the US and France, I have observed distinct approaches in each country. The US, often considered the epicenter for marketing studies, focuses on effective customer targeting to drive sales in consumer goods. On the other hand, France, often hailed as the heartland of luxury branding, emphasizes the importance of creating compelling brand images to build customer loyalty. In this post, I will draw on my experiences in these two nations to explore their unique marketing philosophies. I will also apply these insights to a brand I am personally fond of – Delta Air Lines.
The US Style of Consumer Goods Marketing
Join me in the heart of New York City – Times Square. Here, you are bombarded by billboards displaying ads from a myriad of companies offering products and services. But have you noticed that most of these ads are urging you to take immediate action?
The Sales-Centric Approach
In the US, consumer goods and services marketing rarely focuses on building a lasting brand image. The primary goal is sales, sales, and more sales. Brand awareness and calls to action are often intertwined – you learn about the brand, and you are immediately encouraged to make a purchase. Companies generally invest in brand image only when forced to manage a crisis or control damage.
These brands heavily invest in marketing promotions targeting the middle of the marketing funnel – conversion. They employ a variety of channels, from billboards and coupons to pop-ups and digital campaigns, including social media ads and email promotions. These efforts are easily quantifiable: well-performing campaigns are prioritized, and platforms generating better results become the focus. Key Performance Indicators (KPIs) are used to calculate the Return on Investment (ROI).
The Concept of Benefit Loyalty
To engage the lower funnel, many brands rely on what I term “Benefit Loyalty.” This form of loyalty is transactional, designed to make customers believe they gain something tangible from their purchases. Take Hilton Honors, for instance. If you are a high-status member, you are likely to enjoy perks like free room upgrades and complimentary Wi-Fi. Plus, you will accumulate a significant number of points for future stays. These benefits make it difficult to consider staying with a competitor, as you feel you gain more through the Hilton Honors program.
The Neglected Upper Funnel
Overall, the upper marketing funnel is often overlooked in consumer goods and services marketing. Brand awareness and consumer interest are merely components of a broader conversion strategy. Why? Because businesses are driven by revenue. If they cannot measure the effectiveness of a strategy, such as building a brand image, they are likely to cut the budget for it. After all, these metrics are challenging to track and quantify.
In my next blog, we will delve deeper into the subject of French Luxury Marketing, where I will introduce you to an intriguing concept – “Cult Loyalty.” Stay tuned.
Do you find this article helpful or wish to discuss it further? Contact me at [email protected] or read more about me.
Welcome to my inaugural blog post on marketing strategies. Having studied marketing in both the US and France, I have observed distinct approaches in each country. The US, often considered the epicenter for marketing studies, focuses on effective customer targeting to drive sales in consumer goods. On the other hand, France, often hailed as the heartland of luxury branding, emphasizes the importance of creating compelling brand images to build customer loyalty. In this post, I will draw on my experiences in these two nations to explore their unique marketing philosophies. I will also apply these insights to a brand I am personally fond of – Delta Air Lines.
The US Style of Consumer Goods Marketing
Join me in the heart of New York City – Times Square. Here, you are bombarded by billboards displaying ads from a myriad of companies offering products and services. But have you noticed that most of these ads are urging you to take immediate action?
The Sales-Centric Approach
In the US, consumer goods and services marketing rarely focuses on building a lasting brand image. The primary goal is sales, sales, and more sales. Brand awareness and calls to action are often intertwined – you learn about the brand, and you are immediately encouraged to make a purchase. Companies generally invest in brand image only when forced to manage a crisis or control damage.
These brands heavily invest in marketing promotions targeting the middle of the marketing funnel – conversion. They employ a variety of channels, from billboards and coupons to pop-ups and digital campaigns, including social media ads and email promotions. These efforts are easily quantifiable: well-performing campaigns are prioritized, and platforms generating better results become the focus. Key Performance Indicators (KPIs) are used to calculate the Return on Investment (ROI).
The Concept of Benefit Loyalty
To engage the lower funnel, many brands rely on what I term “Benefit Loyalty.” This form of loyalty is transactional, designed to make customers believe they gain something tangible from their purchases. Take Hilton Honors, for instance. If you are a high-status member, you are likely to enjoy perks like free room upgrades and complimentary Wi-Fi. Plus, you will accumulate a significant number of points for future stays. These benefits make it difficult to consider staying with a competitor, as you feel you gain more through the Hilton Honors program.
The Neglected Upper Funnel
Overall, the upper marketing funnel is often overlooked in consumer goods and services marketing. Brand awareness and consumer interest are merely components of a broader conversion strategy. Why? Because businesses are driven by revenue. If they cannot measure the effectiveness of a strategy, such as building a brand image, they are likely to cut the budget for it. After all, these metrics are challenging to track and quantify.
In my next blog, we will delve deeper into the subject of French Luxury Marketing, where I will introduce you to an intriguing concept – “Cult Loyalty.” Stay tuned.
Do you find this article helpful or wish to discuss it further? Contact me at [email protected] or read more about me.