Category Archives: CRM

Edelman Earned Brand Study – csuitepodcast Show 31 Part 2

For part 2 of Show 31 (starting at 8:31) of the csuitepodcast, the second of the three shows recorded at the Global ICCO PR Summit, I spoke with Michelle Hutton, Chief Operating Officer at Edelman Europe about the findings of the latest Edelman Earned Brand Study.

The theme of this year’s study was disruption, particularly looking at how brands themselves, across 18 different categories, can be disrupters, and this was achieved by researching over 13,000 consumers across 13 countries.

As Michelle explained, marketers have spent a lot of time and money getting consumers from being aware, through consideration and preference, to being loyal.  However, Edelman have found that there is something special beyond loyalty and that if you can get consumers to be committed and really invested in a brand, they will do some pretty amazing things.  Therefore, as part of their study, Edelman have developed a methodology to be able to measure how marketers can be disruptive in their relationship with their consumers.

Michelle said that many people think that in low involvement categories, the concept of being committed is not relevant, but actually, in every single category that Edelman explored, they found that there are already many people committed to brands in those sectors.  However, where many brands are falling short is around the concept of shared value.  For example, those people who want to be committed to the brand want to feel like they are part of the conversation around it – they’ll advocate for the brand, defend them in times of crisis and are there waiting.  However, whilst brands listen well, many don’t often respond well, and therefore, it’s those brands that use those committed consumers to their advantage who are doing it well.

The highest relationship index scored turned out to be in China and the lowest was in the Netherlands.  As for age splits, millennial males were found to be the most engaged segment with brands, which Michelle found surprising.

Michelle then went on to talk about how this all leads to how you can engage consumers to take real action around a brand and she cited Unilever as a best in class example of a company encouraging all of their brand marketers to think long term and creatively about how purpose can not only drive business results through their brands but also make the world a better place.  She also said that disrupter brands understand the shared economy and the power of peer-to-peer and so marketers in more traditional companies need to look at those start-ups, their business models and how they engage, respond and communicate with their consumers.

#ad – Many thanks to global media intelligence provider CARMA for supporting the series of shows I produced from ICCO.  Please do visit their website to find out more about how they can help you deliver actionable insights through media monitoring and PR measurement.

All previous shows of the csuitepodcast series are available on Soundcloud or itunes and please, if you subscribe, can you give the show a positive rating and review on itunes in particular.

The show also now has a Facebook page and Twitter feed so please do follow and get involved in the conversation.

The birthday blog

So just over a week ago on March 22nd, just in case you wanted to put it in your diary for next year, I turned 48 (Christ I’m getting old!).

The breakdown of my birthday messages these days tends to be:

  • Cards – from family members
  • Facebook messages – mostly from friends that I don’t tend to see that often
  • Txts – from closer friends who feel the urge to be rude about my age

And then there’s email – left purely to the CRM databases of the various companies that I’ve signed up to their mailing lists or bought something from. However, so poor are they at their these types of campaigns, I genuinely wonder what they bother.

A few examples included Virgin Atlantic, who, fair play, were first to wish me a Happy Birthday at 6.34am, but suggested I celebrated by visiting their site to enter a competition where I could win a three day break to New York.  Nah, you’re OK thanks.

I then got a special birthday message from that bloody annoying Confused.com robot, Brian who didn’t know how old I was, despite surely knowing my date of birth for all the various insurance quotes I’ve submitted there, although at least he got my name right!

And then there was Spurs, the club I have spent thousands of pounds on over the years, who gave me a whopping 15% off any purchases I made in their store (subject to Terms and Conditions of course!

Come on guys, you can do better than this surely!

Feel free to share below any good or bad birthday CRM examples you’ve had.