Medias’ Past Experience In The Region

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  • Good Afternoon I would like to cover the point of view of having a regional advertising sales strategy in Asia. In particular, I will try to summarize Hachette Filipacchi Medias’ past experience in the region.
  • Medias’ Past Experience In The Region

    1. 1. How to sell advertising in Asia “ THE QUALITATIVE APPROACH TO A REGIONAL STRATEGY”
    2. 2. HFM – a pan-Asia publisher <ul><li>Japan : 13 titles </li></ul><ul><li>China : 7 titles </li></ul><ul><li>Taiwan : 4 titles </li></ul><ul><li>Hong Kong : 4 titles </li></ul><ul><li>Thailand : 4 titles </li></ul><ul><li>Korea : 3 titles </li></ul><ul><li>Singapore : 2 titles </li></ul><ul><li>Indonesia : 1 title </li></ul>#1 Non-Asian publisher in Asia 38 Magazines in 8 countries
    3. 3. A balanced market presence <ul><li>To leverage advertising potential </li></ul>
    4. 4. Consistent market ? <ul><li>NO, STRONG DIFFERENCES: </li></ul><ul><li>In size </li></ul><ul><li>In maturity </li></ul><ul><li>In business cultures </li></ul><ul><li>In advertisers local strategies </li></ul>
    5. 5. Mature market ? <ul><li>FULL POTENTIAL IS YET TO COME </li></ul><ul><li>Magazines Advertising SOM still small </li></ul><ul><li>Some huge growth potential (China) </li></ul><ul><li>Mature markets just starting their consolidation (Japan, Korea) </li></ul>
    6. 6. Rational market ? <ul><li>GENERALLY NOT, BECAUSE: </li></ul><ul><li>Lack of credible audience research </li></ul><ul><li>Lack of audited figures (but growing) </li></ul><ul><li>“ CPM” use is rare </li></ul>
    7. 7. Power Of Brands Japan China Hong Kong Korea Taiwan Thailand Singapore Japan Thailand China Hong Kong Taiwan Japan Korea Japan Korea China Hong Kong Taiwan Thailand Singapore Indonesia 22 out of HFM’s 38 titles in Asia have sister editions NEW
    8. 8. Power of Relationships <ul><li>Focus on Advertorials </li></ul><ul><li>rely on local contacts </li></ul><ul><li>Business is built on personal relationships and time </li></ul><ul><li> PRIORITY TO LOCAL CONTACTS </li></ul>
    9. 9. Multi-level Sales Activity <ul><li>1. Country sales team  Agency </li></ul><ul><li>Client representative </li></ul><ul><li>2. Regional (HgKg)  Media buying agency </li></ul><ul><li>Regional head of client </li></ul><ul><li>3. International (IGA)  Client’s Headquarter </li></ul>
    10. 10. Asia in a Global Ad Strategy <ul><li>Interdeco Global Advertising (IGA) </li></ul><ul><li>Offices in 15 countries </li></ul><ul><li>Sell 200 titles </li></ul><ul><ul><li>HFM titles </li></ul></ul><ul><ul><li>Other titles </li></ul></ul><ul><li>Research Tools </li></ul><ul><ul><li>Market data </li></ul></ul><ul><ul><li>“ Ad Barometer” </li></ul></ul><ul><ul><li>“ Magtrack” (Secodip) </li></ul></ul><ul><li>Sales structure </li></ul><ul><ul><li>By region/countries </li></ul></ul><ul><ul><li>By title (international brands) </li></ul></ul><ul><ul><li>By category (cars, women…) </li></ul></ul>
    11. 11. Qualitative services <ul><li>MAGAZINES = CONSUMER KNOWLEDGE </li></ul><ul><li>Advertorials </li></ul><ul><li>Retail events </li></ul><ul><li>Surveys </li></ul><ul><li>Internet marketing </li></ul><ul><li>Custom publishing… </li></ul>FROM … ..TO <ul><li>Retail sales </li></ul><ul><li>Direct Marketing </li></ul><ul><li>e-Shopping </li></ul> Magazines as “retailers”
    12. 12. A Consistent Sales Strategy <ul><li>Synergies  require strong editorial / marketing </li></ul><ul><li>coordination </li></ul><ul><li>License deals  1 st step or if regulations </li></ul><ul><li>HFM’s choice  to build a long-term presence </li></ul><ul><li> NO LICENSES IN ASIA: </li></ul><ul><ul><li>22 titles: 100% subsidiaries (Japan, Taiwan, HgKg) </li></ul></ul><ul><ul><li>9 titles : 50/50 JVs (Thailand, Singapore, Korea) </li></ul></ul><ul><ul><li>7 titles published under Copyright Agreements (China) </li></ul></ul>
    13. 13. How to sell advertising in Asia “ THE QUALITATIVE APPROACH TO A REGIONAL STRATEGY”

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