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Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore
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Managing and Maximizing Your PR and Corporate Communications Budget - ABF Conference Singapore

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    • 1. MANAGING AND MAXIMIZING YOUR PR AND COMMUNICATIONS BUDGET CNI’s Journey, Mistakes, and Lessons Learned Kenny Ong CNI Holdings Berhad
    • 2. Way back in 2004…
      • Thomas Cup, Indonesia
    • 3. Now in 2007…
      • CNI ‘Beemax’ Factory Visit, China
      • Top Leaders
      • Product Development
      • Media
    • 4. Problems from the start
      • No money
      • Split Objectives: Sales? Share Price? Image?
      • Difficult to hire
      • Independent entity
      • Charity center
      • MLM image nightmare
      • Multi-cultural & Multi-lingual
      • Close Regulatory scrutiny (food act, health act, Jakim, KPDN)
      • Public Listed
    • 5. How to fail without trying
    • 6. The Roadmap to Failure Fred Wiersema and Mike Treacy Performance Time Clear Sailing Today’s performance Ad-hoc Tactics Denial & Defense Doom Projections Overdue Failure The Moment of Truth X Performance Freefall Tomorrow’s actual performance Downpresure of Unclear Strategy
    • 7. Denial and Defense
      • “ It’s not really good value our competitor is offering, because it doesn’t include a lot of our features.” - ABC vs Air Asia
      • “ It’s good value but not in our preferred customer market.” - ABC vs Toyota
      • “ Sure they’re hurting us, but with their unfair advantage, what can we do?” – ABC vs MILO
      • “ The rules we are playing by have always worked before” – AMEX vs VISA
    • 8. The Roadmap to Failure Fred Wiersema and Mike Treacy Performance Time Clear Sailing Today’s performance Ad-hoc Tactics Denial & Defense Doom Projections Overdue Failure The Moment of Truth X Performance Freefall Tomorrow’s actual performance Downpresure of Unclear Strategy
    • 9. Ad Hoc Tactics
      • Selectively hold discounts to hold business that has started to go elsewhere
      • Introduce new promotions, terms, conditions, and offers to confuse and cloud the market
      • Beef up customer service by adding people to fix mess-ups and quicken delayed shipments
      • Delay capital investments and adjust accounting methods to portray quarterly financial results more favorably
      • Introduce “new and improved” products that are new in form, but not in substantive ways that are of consequence to purchasers
    • 10. The Roadmap to Failure Fred Wiersema and Mike Treacy Performance Time Clear Sailing Today’s performance Ad-hoc Tactics Denial & Defense Doom Projections Overdue Failure The Moment of Truth X Performance Freefall Tomorrow’s actual performance Downpresure of Unclear Strategy
    • 11. Before moving on…
      • How is PR budget not maximized?
      • Because I can - Competency problem
      • Poor business value – Ignorance problem
      • No Budget lah - Alignment problem
      • Not exciting lah – Glamour problem
    • 12. Contents:
      • How can PR budget be maximized:
      • Linking Comm to the real world of Business
      • Driving WOM as ‘do-or-die’ mission
      • Comm as Integrated affair
      • Virtuous Cycle for full $$ Impact
      • Continuous Networking vs. Fancy Campaigns
    • 13. A. Linking Comm to the real world of Business The anchor for all PR decisions
    • 14. About: CNI
      • 18 years old
      • Core Business: MLM
      • Others: Contract Manufacturing, Export/Trading, eCommerce
      • Malaysia, Singapore, Brunei, Indonesia, India, China, Hong Kong, Philippines, Italy, Taiwan
      • Staff force: ± 500
      • Distributors: 250,000
      • Products: Consumer Goods and Services
    • 15. Intro: MLM
      • Sell through people
      • Buyers = Members (most of the time)
      • Members = Sponsoring
      • Product
      • Integrity
      • R&D
      • Training
      • Functions & Events
      • Tight regulations
    • 16. Intro: CNI
      • CNI’s Business Model background
      Factory CNIE DC SP Leaders Customers R&D
    • 17. COMM Market Research Internal External Leaders Distributors Suppliers Associations Universities NGOs Investors Media Government Public Authorities Proactive Reactive Proactive Reactive COMM Tools COMM Tools
    • 18. What is the purpose of COMM? Ultimate Objective of Marketing: “ Get more people, to buy more things, more frequently, at higher prices.” Sergio Zyman “ Retention and Loyalty are useless if No Conversion is happening.”
    • 19. What is the purpose of COMM? “ Retention and Loyalty are useless if No Conversion is happening.” “ Comm (PR) is useless if No Conversion is happening.”
    • 20. Problem…
      • “ In business after business, 60% to 80% of lost customers reported on a survey just prior to defecting that they were satisfied or very satisfied .”
      HBR March/April 1996
    • 21. What are they really buying?
      • "Exactly what I need"
      • Customized products
      • Personalized communications
      • "They're very responsive"
      • Preferential service and flexibility
      • Recommends what I need
      • "I'm very loyal to them"
      • Helps us to be a success
      "They are the most innovative" "Constantly renewing and creative" "Always on the leading edge" "A great deal!" Excellent/attractive price Minimal acquisition cost and hassle Lowest overall cost of ownership "A no-hassles firm" Convenience and speed Reliable product and service Product Leadership Operational Excellence Customer Intimacy
    • 22. Strategy: Value Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution)
    • 23.
      • Product Leadership
      • New, state of the art products or services
      • Risk takers
      • Meet volatile customer needs
      • Fast concept-to- counter
      • Never satisfied - obsolete own and competitors' products
      • Learning organization
      Strategy: Value Disciplines
      • Operational Excellence
      • Competitive price
      • Error free, reliable
      • Fast (on demand)
      • Simple
      • Responsive
      • Consistent information for all
      • Transactional
      • 'Once and Done'
      • Customer Intimacy
      • Management by Fact
      • Easy to do business with
      • Have it your way (customization)
      • Market segments of one
      • Proactive, flexible
      • Relationship and consultative selling
      • Cross selling
    • 24. Strategy: Value Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution)
    • 25. Strategy: Value Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution)
    • 26. The McPlaybook*
      • Make it easy to eat
      • 50% drive-thru
      • Meals held in one hand
      • Make it easy to prepare
      • High Turnover
      • Tasks simple to learn & repeat
      • Make it quick
      • “ Fast Food”
      • Tests new products for Cooking Times
      • Make what customers want
      • Prowls market for new products
      • Monitored field tests
      *Adapted from: Businessweek , Februrary 5 th 2007
    • 27. How does that impact PR? Philosophy COMM Strategy Corp Comm Strategy Structure Resources Leadership Person
    • 28. Our Philosophy
      • “ We are more than just a business. We strongly believe that every individual has the opportunity to attain a better quality of life and health through CNI.”
    • 29. B. Driving WOM as ‘do-or-die’ mission Big picture, Small picture. PR’s role in both pictures.
    • 30. What is the Objective? Ultimate Objective of Marketing: “ Get more people, to buy more things, more frequently, at higher prices.” Sergio Zyman “ Retention and Loyalty useless if No Conversion is happening.”
    • 31. What is the Objective?
      • Loyalty is Useless…
      • Virtual Consumption vs. Real Consumption
    • 32. What is the Objective?
      • Loyalty is misleading…
      • Heavy Consumption ≠ Loyalty
      • Loyalty ≠ Heavy Consumption
    • 33. What is the Objective?
      • Comm = Relationship (something like Dating)
      • Comm ≠ Media glitz
      • Comm ≠ ATL/BTL/BwTL/ArTL/FTL
      • Comm ≠ CSR
      • Comm = Get more people, to buy more, more frequently, at higher prices
    • 34. What is the Objective?
      • ‘ Do-or-Die’ KPIs for CNI
      • Revenue
      • ARPU
      • Sponsoring
      • Retention
      • Commission Plan (BDP)
      • Product
      • Corporate Image
    • 35. What is the Objective? Sponsoring BDP Why should I join? Credibility Product Corporate Comm
    • 36. What is the Objective?
      • So…the ultimate objective of Corporate Comm is to drive W ord- O f- M outh.
      • That’s it.
      • Now, it’s easy to maximize the budget.
    • 37. C. Comm as Integrated affair Unity is worth more than the annual budget.
    • 38. COMM Market Research Internal External Leaders Distributors Suppliers Proactive Reactive Proactive Reactive COMM Tools COMM Tools Associations Universities NGOs Investors Media Government Public Authorities
    • 39. Integrated affair Conversion Comm S&M MBS CCD [Internal] [External] [Creative]
    • 40. Example: What we needed
      • The birth of Malaysia’s 1 st Tongkat Ali Ginseng Coffee
    • 41. Example: AGM and myCNI
    • 42. Integrated affair - GROUP Group Media CCD CNIE Infuso QP [MLM] [Contract] [Café] CNIH [Invest n ] EM [Export] KESB [eCom]
    • 43. D. Virtuous Cycle for full $$ Impact Feed you, Feed me.
    • 44. COMM Market Research Internal External Leaders Distributors Suppliers Proactive Reactive Proactive Reactive COMM Tools COMM Tools Associations Universities NGOs Investors Media Government Public Authorities
    • 45. Virtuous Cycle Internal External Feed Feed
    • 46. Full $$ Impact Both Sides
      • Internal
      • Halal Committee
      • Social Education (e.g. SCK)
      • Umrah trip
      • China Trip
      • RBOS
      • CFA/HFA
      • Coffee Van
      • External
      • Sponsorship
      • Donations
      • News clippings
      • Newspaper Ads
      • MHI
      • Awards
      • Corporate Profile
      • AGM
      • Gov. Celebrity
      • Analyst research
    • 47. Full $$ Impact Both Sides
      • Internal
      • Entrepreneur Dev.
      • Health products
      • Health education
      • “ Made in Malaysia”
      • Events
      • Media Celebrity
      • External
      • Website
      • DSAM
      • Yayasan
      • Publish Book
      • Social Education
      • Crisis Comm
      • Children Education
      • National interest
      • Analyst BD connections
    • 48. E. Continuous Networking vs. Fancy Campaigns R&D in Totality
    • 49. Remember…
      • Comm = Relationship (something like Dating)
      • Comm ≠ Media glitz
      • Comm ≠ ATL/BTL/BwTL/ArTL/FTL
      • Comm ≠ CSR
      • Comm = Get more people, to buy more, more frequently, at higher prices
    • 50. Example Networking activities
      • Durian Party
      • Wisma Tour
      • Hampers
      • Umrah
      • China Factory Visit
      • Large Events
      • Donations to Media
      • Jakim visit
    • 51. Issues and Challenges Problems, Problems, Problems
    • 52. Sources of Image problems
      • Industry
      Management Staff Frontline Suppliers/Vendors Retail/Distributor
    • 53. Industry-inspired problems
      • Get-Rich-Quick Schemes (Skim Cepat Kaya)
      • Direct Selling myths
      • Bad Hats
      • Imposters
      • Products on Shelves
      • Hazardous products by other companies
      • Increasing Regulations
    • 54. Don’t know how to use to maximum effect
      • ATL
      • Web
      • Blogs (Web 2.0)
      • Mobile
      • Investor Relations
    • 55. IR problems
      • “ Good news for stockholders can be bad news for other stakeholders.”
      • Gregory Miller, Assoc. Prof., Harvard Business School.
    • 56. Summary
    • 57. Summary
      • How to maximize budget?
      • Focus on the right Priority – WOM
      • Drive WOM by Integration and Virtuous Cycle
      • Build Integration and Virtuous Cycle using Constant Networking (hardwork)
    • 58. Thank You. soft copy of slides: http://totallyunrelatedrandomanddebatable.blogspot.com/

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