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The Link between Marketing and the Banking Crisis, Brexit and Donald Trump

Posted By Administration, 09 November 2016
Niall O’Grady, Director of Permanent TSB’s Product Management Unit spoke at the Marketing Institute Breakfast on 9th November at Fire Restaurant. Niall discussed the link between Marketing and the Banking Crisis, Brexit and Donald Trump.

In the wake of the US elections results, one question is on everyone’s mind: how did Donald Trump win the elections for the US presidency?

Niall highlighted the key factors and steps that Trump has used to engineer the marketing campaign that lead to his victory. And one of the most crucial success factor is customer experience, and its delivery.

In many businesses today, marketing is still only a support role when it should be at the head of the organisation, Niall argued. Beyond the most classic aspects of marketing such as research, one should try to identify the key business drivers and what improvements could be made to improve their delivery. Customer experience is a big one, although in Ireland today it is taken up inconsistently at best. Consumers are looking for simplicity, accessibility and authenticity. They want simple, tangible solutions to complex problems that they cannot entirely grasp. And Donald Trump gave them this simplicity, while telling a consistent story throughout his campaign.

Here are the Steps he Followed:

1. Donald Trump started with fact-based insights. There is one part of the US population that is frustrated and hasn’t experienced any improvement under the previous administration.
2. Next came Behavioural Analysis. Trump actively targeted this part of the population, who is looking for a change that will affect them in particular. He created a message directly aimed at this audience and a brand they could believe in.
3. He then used motivation through fear and hope, always keeping in mind his key audience.
4. Trump carefully crafted the delivery of his message, by showing up to meetings where he told the same story consistently, thus building and reinforcing the Trump brand.


So what can marketers learn from Trump’s campaign?

•    Relying on research alone is not enough. Pre-election polls proved wrong both in the case of Brexit and of the US Presidential elections. In business too, research can seem to support what an organisation is already doing, which can lead to complacency and prevent change.
•    The impact of regulations is generally beneficial for organisations. But in the case of Trump it is the lack of fact-checking and regulations on what can and what cannot be said that played in his favour.
•    We should not underestimate the power of emotion over rationality. The polls predicting Clinton’s victory were based on rational thinking, but Trump touched a portion of the US population by appealing to their emotions.


Regardless of what one might think of Trump, he has executed an undeniably successful marketing campaign that we can all learn from.

Tags:  #miimb  Trump  US Elections 

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Who Won The Summer Of Sport 2016?

Posted By Onside, 24 October 2016
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The Marketing Institute & MES Make Mementum

Posted By The Marketing Institute & the Department of Marketing, Entrepreneurship & Strategy Ulster University, 24 October 2016

The Marketing Institute of Ireland and the Department of Marketing, Entrepreneurship and Strategy at Ulster University recently made metric-centric momentum, by collaborating in the staging of a ‘MEMETRICKS Symposium’, facilitating current and future marketing educators to exchange perspectives on the developmental and enabling tricks of the entrepreneurial learning and teaching trade which equip marketing professionals to meet performance expectations and standards.

Dr Ponsonby-McCabe, the Department Learning and Teaching Coordinator & Advisor highlighted that “this initiative was welcomed by colleagues, who, at the time of its launch, were becoming increasingly aware of the growing need for marketing educators and graduates to creatively and strategically align their practices with key 'metrics'. The symposia, which examine different aspects of innovative learning and teaching theory and practice, operate under the MEMETRICKS banner, reflecting the differing chairpersons' roles in unveiling and sharing the tricks of the metrics trade in their respective areas of expertise”. 

Dr Pauric McGowan, who is Professor of Entrepreneurship at the Ulster University Business School, chaired the recent MEMETRICKS symposium which he titled ‘On becoming an ‘entrepreneurial’ educator’. He argued that the fundamental principles of entrepreneurship which depict it as being about challenging the status quo in ways that make a positive difference to peoples’ lives as well as about taking positive action to initiate change, were pertinent in challenging educators to become more entrepreneurial in how they helped their students learn. Starting a business venture is only one context in which the entrepreneurial person is active. Other contexts are self-employment or as an entrepreneurial employee engaged in growing a business or a social enterprise.  

Dr McGowan noted the importance of “recognising the difference in an approach that focuses on learning ‘for’ versus learning ‘about’ entrepreneurial engagement”, highlighting that this is “a key ingredient in becoming an ‘entrepreneurial’ educator”. With respect to his own professional practice, Dr McGowan outlined that “different learning approaches have sought to recognise the ‘individual in the learner’ where possible”; and, with regard to wider approaches, suggested a more recent “shift from ‘learning by transmission’ or ‘passive learning’ towards more ‘problem solving’ and ‘active engagement/learning’”. 

Dr McGowan’s core message was that “the marketing educator who tunes into his or her own entrepreneurial potential, draws on an intimate, research and practice based knowledge of his or her subject, and is highly empathetic. He or she recognises the potential for co-learning, demonstrates mutual respect, is passionate about learning (their own and that of others), and desirous of making a lasting impact- of making a difference in how marketing practitioners think and act”. 


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Featured Member: David O'Brien, Marketing Manager, L'Oréal

Posted By The Marketing Institute, 19 October 2016

The Marketing Institute recognises excellence at every level, and so we have introduced our Featured Member Series, featuring some of our most esteemed colleagues.

DAVID O'BRIEN, MARKETING MANAGER, L’ORÉAL 

David has been working at L’Oréal, the world’s leading beauty company, for over 8 years. During this time he has worked in both marketing and commercial functions across Ireland and the UK.

He has a successful track record in developing high impact marketing strategies for FMCG and luxury brands that drive consumer engagement and recruitment.

In his current role as Marketing Manager for the Active Cosmetics Division, David is responsible for leading the divisions marketing function. He has played a key role in accelerating digital transformation including the development of precision advertising and the recent launch of My UV Patch, the first-ever stretchable skin sensor designed to monitor UV exposure and help consumers educate themselves about sun protection. 

READ ABOUT OUR OTHER FEATURED MEMBERS HERE


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Top Performers In The 2nd National CX Report

Posted By CXi, 18 October 2016

Here’s a snapshot of the key findings of the Ireland Customer Experience Report 2016 which has just been launched by Customer Experience Insights (CXi). The report was based on a national survey and aims to raise the level of customer experience (CX) excellence in Ireland. 

The top ten ranked companies for CX in Ireland:

Rank

Brand

Sector

1st

Irish Credit Union

Financial

2nd

Lush

Retail

3rd

An Post

Utilities

4th

Sam McCauley Pharmacies

Retail

5th

Citylink

Travel

6th

Peter Mark

Retail

7th

Boots

Retail

8th

Aldi

Supermarket

9th

M & S Retail

Retail

10th

Penneys

Retail

10th

M & S Simply Food

Supermarket

The local community dynamic and personal relationships are highly valued in Ireland. It helps to explain why the Irish Credit Union, An Post, Sam McCauley and Peter Mark feature among the best performers in the survey. 

This year’s top ten performers include an interesting mix of value and premium brands.  It looks as if Irish people are beginning to loosen the purse strings again, to reward themselves, but in a much more selective fashion than previously and very often with companies who provide a superior experience. 

For example, the biggest mover in the survey was Peter Mark which went up 47 places to number 6.  Customers place great trust in their hairdresser and the company empowers staff to build on that, providing a tailored personal service. Boots and Sam McCauley Pharmacies do something very similar in their sector while a host of new entrants, all of whom actively encourage staff to engage with customers, have all performed well. These include Lush, the highest new entrant at number 2, homestore + more which came in at number 12 and Tiger at 26.

Several value brands were also highly rated by consumers and overall the supermarket sector is the best performing sector.  top performer. Aldi (8) is the leader and Lidl is not far behind at 13. Penneys (10) was viewed as best for loyalty while Dealz (22) was best for value.

While still lagging the UK and the US, Ireland has seen a modest uplift in its overall CX score in 2016 with the top 10 brands in particular seeing improvements.  Last year only 3 brands would have made the UK Top 10, this year the number is 5.

The findings show it is the Expectations pillar which continues to be the most significant gap for Irish businesses and this indicates that companies here are still over-promising and under-delivering. You can download the report here.


ABOUT THE AUTHOR

CXi is a community of likeminded professionals tasked with achieving CX excellence within their organisations. They provide services including consumer research (resulting in the CX Ireland 2016 Report, customised CX de-briefs and CX networking and professional development events.


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