ING Bank Pazarlama İletişimi Grup Müdürü Feyza Tamer, 21 Nisan 2017 Cuma günü Fakültemiz Konferans Salonunda “Eski Köye Yeni Adet İletişim Stratejisi ile ING Bank Türkiye’nin Marka Hikayesi” konulu konferans gerçekleştirdi.
Konuşmasına doğup büyüdüğü Giresun’da olmanın mutluluğu ve heyecanını paylaşarak başlayan Tamer, 14 senedir bankacılığın çeşitli alanlarında çalışıp, markanın bütünsel, dijital televizyon, radyo ve gazete gibi mecralarında ki deneyimlerini dile getirdi.
Tamer, “Marka olmak Ne?”, “Marka Nasıl Olunur?” “Büyük Markalar Neler Yapar?” “Nasıl Çalışır?” gibi sorunlara değindi. Markanın sadece logo ve isimden ibaret olmadığını, kurumun var olma sebebinin, tüketicinin aklına olduğu kadar kalbine de değinmesidir diye nitelendirdi.
Günümüz markalarına da dikkat çeken Tamer, “Güncel marka olmaya, çok hızlı çözümler sunulmaya, tüketicileri gerçekten mutlu etmeye çalışılacaksa bunun söylemle veya inanarak değil de bütün alt yapıyı, bütün tüketici temas noktalarını bunlarla tutarlı hale getirmeniz lazımdır” dedi.
Bankacılık sektörünün ayrışmalı ve zor bir sektör olduğuna da konuşmasında yer veren Tamer, başarılı pazarlamanın önemini öğrencilerle paylaşıp bunun markanın içselleştirilmesine, gerçekleştireceği bir vaat ve akılda kalacak çağrışımlar olmasından yola çıktığını söyledi. Ancak bu maddeler iyi kurgulandığı takdirde güçlü marka oluşturulur diyerek bunun olunabilirliğini vurguladı.
Kendi bankacılık yolculuğuna da değinen Tamer, zorlu süreçlerden geçtiğini aslında marka yatırımı olmadan belli bir süre kendilerince bir şeyler başarabildiklerini dile getirdi. Ancak rekabetin giderek arttığı, dijital sistemlerin geliştiği ve tüketicilerin farklı istek içine girdiklerinde büyümenin gerekli olduğuna ve bunun gerçekleştirilmesi için nasıl yollara başvurulacağını söyleyerek öğrencilere birikimlerini aktardı.
Tamer, sadece 70 milyon insana değil kendi çalışanlarının gözünde de “Eski Köye Yeni Adet” getirmek istediklerini ve bunun tutarlılıkla olabileceğini belirterek sözlerine son verdi. Öğrencilerin sorularının yanıtlanmasının ardından Tirebolu İletişim Fakültesi Dekanı Prof. Dr. Bayram Kaya’nın Feyza Tamer’e teşekkür belgesi vermesiyle konferans son buldu.
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