Thorin McGee, Editor-in-Chief of Target Marketing sits down with Professor of Marketing at the Wharton School & WFoA Academic Director Jerry Wind in the latest installment of TM TV to discuss the forthcoming book “Beyond Advertising: Creating Value Through All Customer Touchpoints.” Authored by Yoram (Jerry) Wind, Catharine Findiesen Hays, and the Wharton Future of Advertising Innovation Network, the book is the culmination of findings from the Advertising 2020 research project. Citing the book’s findings, Jerry emphasizes that in order for a message to be effective, the delivery should be “beyond advertising,” meaning delivered through all touchpoints — including product design, package design, store design, store experience, and employee interaction. Furthermore, the message itself should be R.A.V.E.S. (relevant and respectful, actionable, valuable and value-generating, with an exceptional experience and a shareworthy story) and the delivery should be M.A.D.E.S (multisensory experiences, audience-focused messages, strategic delivery, attention to the environment, and synergy with all touchpoints). Stay tuned for two more installments coming in the next month. Full Interview.
Part 2: Why Your CMO Isn’t Enough.