On Monday we had a “Levi’s Day” which consisted of lectures led by Levi’s managers and employees and an ex-Fashion Communication and Promotion student who is now in charge of marketing at Levi’s. I learnt a lot from that day and I especially liked the ex-student (Molly)’s lecture about careers and how it is ok if we want to change our career path or are not sure on what we want to do, it was reassuring.
Today we had a guest lecturer called Paddy who did a interesting lecture on Levi’s and the consumer. Our upcoming brief is all about RTC – the route to consumer – and we are going to be taught and briefed on that next week. I learnt and took a lot from the lecture, such as : ‘what is co-creation?’
Co-Creation:
- The joint creation of value by the company + consumer.
- Allowing the customer to co-construct the service experience to suit their context
- Joint Problem Solving
- Creating an experience environment in which h consumers can have a creative dialogue
Paddy then went onto talking about marketing, something which I enjoy particularly, and the technique of ‘D.A.R.T.T’ Marketing. Each letter stands for a step in this marketing process and I am writing about this as I want to get to grips more with what this really means and how to reach the consumer most effectively.
D.A.R.T.T MARKETING
Assumes that the market is a forum for co-creation.
DIALOGUE
- 78% of consumers trust conversations between consumers
- Dialogue implies interactivity and creativity
ACCESS
- Brands need to invite consumers to become part of their world
RISK
- Allows the co-creator consumers to have an explicit understanding of products
TRANSPARENCY / AUTHENTICITY
- Consumers are more cynical then ever before, along with dialogue and access transparency permits for conclusive assessment of risk-benefits
TECHNOLOGY
- Cultural shift that has revolutionised the relationship between the brand and the consumer
I found this week very interesting and beneficial, especially for the development of our Levi’s project and idea.
BETHAN SANDALL 