At&t Marketing Director talk about Super Brand quick tips

When it comes to marketing, the boss has to count us telephone and telegraph companies (AT&T). Last year, At&t spent about 2 billion dollars on the creation of a single brand, the largest of its kind in the United States, according to Kantar Media. "Although the budget of Procter & Gamble is more than at&t, it is being used for different brands," he said. 】

Responsible for at&t brand building is the company's global marketing officer, 55-Year-old Kessi Kuglin. Recently, she received an interview with Jeff Colvin of Fortune magazine about how to create online TV commercials within 24 hours, the rise of Fortune, and the mysteries of future umbrellas. Excerpts from the interview are as follows:

Q: At&t launched a large-scale marketing campaign at the Olympics. It seems to be a very traditional way of marketing. Is that so?

A: Not at all. Let's say we've taken some different forms this year. We took full advantage of the performance of the company-sponsored athletes when they won the gold medal and used it for the next day's commercial ads. For example, after Ribecca Sony won the gold medal for a swimming contest, there was an advertisement in which a young swimmer was watching her game on a smartphone. It's really interesting. Many people give us feedback that "how did you do that?" "Because we are a" Rethink possible "company, we hope to achieve this concept through marketing.

You've done a lot of consumer research. What do you know about the lifestyle of consumers through these surveys? What are the changes now?

We find that in people's lives, the role of technology is constantly changing, people's attitude towards technology is also changing. Three or four years ago, before the introduction of "reflective thinking," We tested a new advertising language, which basically revolved around the concept of "doing more". The response was: "I don't want to do more." Get away from me. I feel like I'm a slave to the computer. It separates me from my family. It's eating away at my life. ”

Last year, we conducted similar tests, but the results were diametrically opposed. People think: "My equipment is part of me." It makes my life richer. It helps me live a ' mobile life ', helps me to care for and care for my family, and makes me a hero. ”

From the marketing point of view, people in a very short time, from the fear of technology into the fear of losing technology. I just read a new term for fear of not having a cell phone yesterday--no cell phone phobia (nomophobia, from No-mobile-phone phobia).

You have over 100 million consumers, and according to At&t's company nature, you can master a lot of consumer information. How do you use this to further deepen your understanding of consumers and to guide your company's marketing activities?

Now there are some interesting new trends. A few years ago, we might have used smartphones before and on the way to work. And now we use it every day. Although there is a telephone on the desk, nobody uses it. We use mobile technology every day. So, we invest millions of of dollars, using new antenna technology to enhance the service in the building, especially in New York, Chicago, San Francisco and other high-rise cities. This is of great importance to marketing. Take the CIO's job, they no longer have to tell people what equipment they should use. People don't like to be equipped with multiple devices. So, from a marketing perspective, we will find a very interesting change, that is, the company's use of technology, employees have more and more say.

The way people consume media is changing fast. How does this affect your marketing?

Technology has been from people's fear of the object into the moment are inseparable from the necessary products, therefore, our marketing is to show the daily life of the application of science and technology. Not only do we take traditional commercial advertising, we also use platforms such as Web and YouTube. We were with the "Heroes" (HERO,NBC TV series launched from 2006 to 2010) and "Touch the Future", the writer Tim Colin of Fox (FOX) this year's TV series, and our advertising agency BBDO, collaborated in the production of a very good five-episode network drama "Dawn" (Daybreak). Instead of taking the traditional entertainment marketing approach, putting products on prop tables and paying for implantable ads, we put technology into the whole storyline. The protagonist of the story "Ben" in the fight against the evil force, he used our technology and the evil forces to deal with.

Another example is a short play we launched on YouTube called "Moz" (we happened). The sketch was created because we found that the proportion of Asian Americans using social media was above average. So we created this six-episode sketch. Interestingly, we only created the first episode. The two young people went to the coffee shop on the way to the airport, met because of the accident, and took each other's baggage by mistake. At the end, we asked the question: "How do you think the story should evolve?" "Should they meet?" "The audience put forward various ideas through Facebook and voted. We then write the next week's script and then shoot, make, and play on YouTube. At present, the play has millions of viewers. The company's smartphone device is also an integral part of the story. This is really a very interesting adventure for us to try.

These are marketing attempts. Will you try to measure this marketing approach?

Of course.

How do you measure it?

There are many ways. "Breaking Dawn" was viewed millions of times, and we also developed a mobile app called Jackboxer Apps. In the break of dawn, Jackboxer is just one side. Users download the app to their phones and follow up on the skits. Users can learn more about the technology used in the Web play, so we specialize in creating a website. We are fortunate because consumers are passionate about the science and technology elements of a play, so they always want to know more. We found that many users logged on to the site, averaging about one hours of browsing technology, looking at the HTC One device used in the play, as well as the translator and Watson Voice Technology (Watson).

The competition is fierce as wireless operators compete to launch new services. How do you keep your competitive edge?

We believe that our advantage is the largest brainstorming project. We have 250,000 employees. Any employee can submit their own ideas, really do a concerted effort. So people often say, "How about this?" or "How about that?" "We've put some of these very good ideas into business applications," he said. For example, to juggle work and family, a young father takes two mobile phones at work, one for work and the other for family contact. So he wants to give a mobile phone multiple identities and submit the idea. Then we developed the idea of the Foundry Creative Center outside Dallas City (one of the world's three creative centers, at&t). Eventually, the idea became a commercial product, the AT&T toggle technology we released last fall.

You are in charge of the brand building of the company, but in the final analysis, the brand still relies on the behavior of the company and staff, how do you think about it?

We often say that only when people go into more than 2,300 retail stores, when a technician comes to the consumer's home, when consumers use our products and services, the At&t brand is truly alive. Advertising is like pulling flowers on a cake, and the user experience is the cake itself.

Now that all Americans who want to have a cell phone are almost there, how do you find greater growth opportunities?

In the past five years, it has been only the tip of the iceberg for us. Over the past five years, the utilization of the corporate network has increased by 20,000. In the next five years, as long as the broadband spectrum is available, we are expected to continue to grow at a rate of 75% a year. So the results are nothing at all.

The digital family is a good example. In the future, you can manage your family from your office or vacation, not only to find out where the water is in your home, but also to turn it off with a tablet computer. If your son or daughter comes home and finds the door locked, you can activate the camera, open the door, and watch them enter the house. They can even supervise the children's homework.

If you want to go out, do not need to see if it is going to rain, because your handle will glow, this is to tell you: "You'd better take me, because there is rain today." "The purpose, when everything is connected to the wireless network, life will become more beautiful."

You spent your career in at&t. Would you advise young people who want to enter the marketing industry to stick to a career path like yours?

Of course. The company is constantly changing and developing, the company chairman (Landre Stephenson) said, as long as missed a technical cycle, you will be out. The speed of technological change is very amazing, when I first came to the company, the company sold products and the current products are completely different. The focus on consumers and the importance of consumer demand is the key to achieving everything. Maybe there's only two things you can do to turn your head and say, "Gosh, I have to go home and get it." "The same is the smartphone, the other is the wallet, and we are trying to use mobile payment technology to eliminate the wallet." From the marketing point of view, this is the best point of entry.

This article source: Wealth Chinese network