Herminio adorna–Marcom Convergence Forum 2015 (Furama Riverfront)
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TOPIC: Optimizing on Brand Relevancy to Your Target Audience Through Convergence - Are your end users still relevant: What to deliver, when to deliver and who to deliver? - Utilising behavioural segmentation and marketing in deciding on your converged content delivery - Managing content delivery vehicles and optimising on the old and the new - Inserting content to your marketing and advertising campaigns to increase effectiveness
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Herminio adorna–Marcom Convergence Forum 2015 (Furama Riverfront)
- 1. H E R M I N I O N AT I V I DA D A D O R N A A K I R A C O R P O R AT I O N P T E LT D
- 2. H E R M I N I O N AT I V I DA D A D O R N A A K I R A C O R P O R AT I O N P T E LT D Branding Ain’t Personal… Brand Relevance to your consumer through marketing convergence It’s Upclose and Relevant
- 3. H E R M I N I O N AT I V I DA D A D O R N A A K I R A C O R P O R AT I O N P T E LT D The market is spoiltfor choices
- 4. H E R M I N I O N AT I V I DA D A D O R N A A K I R A C O R P O R AT I O N P T E LT D
- 5. H E R M I N I O N AT I V I DA D A D O R N A A K I R A C O R P O R AT I O N P T E LT D
- 6. H E R M I N I O N AT I V I DA D A D O R N A A K I R A C O R P O R AT I O N P T E LT D Is your strategy relevant to the needs and wants of your target group?
- 7. H E R M I N I O N AT I V I DA D A D O R N A A K I R A C O R P O R AT I O N P T E LT D Consumer are smart now
- 8. H E R M I N I O N AT I V I DA D A D O R N A A K I R A C O R P O R AT I O N P T E LT D Todays consumers demand for relevant experience
- 9. H E R M I N I O N AT I V I DA D A D O R N A A K I R A C O R P O R AT I O N P T E LT D Todays consumers demand for relevant experience Brand relevance is a powerful concept! Brand Relevance can be highly effective when customer data is used wisely, not wildly
- 10. H E R M I N I O N AT I V I DA D A D O R N A A K I R A C O R P O R AT I O N P T E LT D Myths of the present consumer Cyber ConsumerTraditional Consumer
- 11. H E R M I N I O N AT I V I DA D A D O R N A A K I R A C O R P O R AT I O N P T E LT D Myths of the present consumer It is this convergence of old and new that drives the convergence of strategies in marketing. Multi Channel Experience
- 12. H E R M I N I O N AT I V I DA D A D O R N A A K I R A C O R P O R AT I O N P T E LT D Brands needs to stay ahead of the consumer Deliver in the moment Meet Customer Needs Feel Personal
- 13. H E R M I N I O N AT I V I DA D A D O R N A A K I R A C O R P O R AT I O N P T E LT D Struggles in brand relevance Do not take advantage of real time cues Guessing of customers wants and needs Not sharing data across the channels
- 14. H E R M I N I O N AT I V I DA D A D O R N A A K I R A C O R P O R AT I O N P T E LT D Human Desire
- 15. H E R M I N I O N AT I V I DA D A D O R N A A K I R A C O R P O R AT I O N P T E LT D New Color of Convergence
- 16. H E R M I N I O N AT I V I DA D A D O R N A A K I R A C O R P O R AT I O N P T E LT D New Color of Convergence Embrace the Possibilities of Convergence
- 17. H E R M I N I O N AT I V I DA D A D O R N A A K I R A C O R P O R AT I O N P T E LT D AKIRA continuously focuses on transformation, but we don’t make it an institution. When you create something to sell think out of the mind of the creator but into the mind of the consumer.
- 18. H E R M I N I O N AT I V I DA D A D O R N A A K I R A C O R P O R AT I O N P T E LT D Ask yourself with this question… Why should I buy this product?...
Editor's Notes
- Good morning! My name is Herminio Natividad Adorna, I manage the Marketing and Design Communications of AKIRA Corporation Pte Ltd Singapore as well as subsidiaries and clients globally Our market mostly concentrates on the developing countries like Brunei, Indonesia, Sarawak and Sabah Malaysia, East Timor, Cambodia, Turkmenistan and Pakistan. AKIRA Corporation is a consumer electronics company that caters the widest range of Home Appliances like rice cooker, vacuum cleaners, fans, air purifiers, audio visual, home entertainment, white goods like fridge, washing machine, freezers, display showcase, and air conditioners. Corporations like AKIRA are very much focus on developing or sourcing new products to sell, hoping that the product they showcase will be the best choice of their prospects. And at the end the day hoping to get their target ROI. Brand owners are so focus on ROI. They are doing all types of techniques, method n order for them to reach their target bottomline. A read a book of Tom Parks entitled God is my CEO says that we are living in a bottomline world, CEOs, CIO, CMOs, General Managers, Board of Directors are so concern about Return of Investment, Profit, Bottomline, Numbers. Their focus is how to create profit and plan to invest to get more profit. But the question is… are we doing the right thing, focusing on the output rather than the source of the result? Everything boils down to one central area of brand success. Customers/ consumer, Customers/ consumers, Customers/ consumers, Customers/ consumers You may have the best strategy in the world but if it is not inline to what the consumer wants or even answer their needs then that product will fail.
- Today allow me to take you to the journey of Brand Relevance to your consumer through marketing convergence 19th century was the era of brands creation and each brand made their own personal names. It was the time where brand creators of the kings and queens of the marketing industry. Consumers are following them closely and make sure that every product launch of the brand they love they are there to buy. Consumers were follower that time. So brand owners/ developers concentrates more on product features, innovations and design because they believe that they have the pool of consumers and with that they can measure they can easily project their return of investment or the bottom line. BRANDING BEFORE WAS UPCLOSE AND PERSONAL. But ACTUALLY BRANDING IS SUPPOSE TO BE UPCLOSE AND RELEVANT We treat our customers like sheep Manipulated as herds... Held in queues Imposed processes Hidden from reality Isolated and ignored Sold to Brand owners were doing their best to create brand identity and increase their sales through traditional media campaigns. Focusing more on brand positioning making sure that consumer will follow and conceal them inside the fence We use to be the apex predator, we control the mind of the consumer, we dictate what they to know and beliv But the reality of today’s consumers is totally different, we are no longer in control The consumer is now changing from sheep….. To wolves Were they are hunting in packs... Communities of interest Information access Agenda control Transparency With an audience To piranhas Dominant In control Preying To Paranoids At the mercy Fearful Reactive We are living in a borderless world. The market is spoilt with many choices
- Option 1 offers huge savings Option 2 gives discount Option 3 promotes good products Option 4 offers best deals Option 5 Best buys A lot of options to consider A lot of choices to choose A lot of items to see
- That leads to consumer confusions Too many choices to choose To large amount of items in one categories to choose Corporations, brand owners, brand developers now are having difficulties on how to capture sufficient crowd to make sales and get decent profit. They tried all kinds of innovative transformations of their products They played all types promotional gimmicks
- Having sales event is one of the famous activity of the retailers sometimes they use it as their fallback strategy to reduce overstocks, even principal suppliers are practicing the same cut down prices strategies here and there. Giving best prices, Giving the consumer the best deal Giving them best packages Yes, most of the sales event are super crowded, even the thinnest man on earth can’t even get into the gaps The question is How long will the consumer patronize these sales event AKIRA Warehouse sale started at 2003 with a good total of $700K in 2 days Then follow by another ware house sale on 2004 1.1M Then height of the warehouse sale was last 2005 where we hit 2.5M in 4days only But from then on the sales figures starts to decrease We can hardly get at least S700K But Why? Saturation is the keyword If you over saturate the whole place responses on sales campaign will reduce tremendously
- Question: Is your strategy relevant to the needs od wants of you target group? Could these sales gimmicks and promo sustain the profitability of the corporation? Sales event is to create an excitement, it doesn’t help to build the brand Like what I told you these sale thing sometime use as a fallback plan to reduce aging stocks, increase human traffic, We cannot deny the fact that customers really loves value for money items But who really are the consumers now? Who? I have illustrated that todays customers have transformed from sheep to wolves And todays also consumers are hungry for information
- The world now has changed! How people embraced technological changes, that even my 3 year old baby Althea can manipulate an I-pad easily, no sweat! She can easily play the subway game without reading the instruction on how to play THEY ARE ALL SMART PEOPLE, They know what they want and need. They
- What is Relevance No matter what is nature of your business, relevance is the key to your content management success. When you are crafting your marketing campaigns, think about the things that caused your subscribers to sign up in the first place, then ask yourself some important questions. How does the message I am crafting relate to the target customer? What value does this message bring to my target customer? Does the message help my target market solve a problem If the message you are crafting does not offer real value to your customers, chances are that message will be seen as irrelevant. Why is Relevance so important? As stated earlier, irrelevance is the number one reason people choose to leave your home page, your mailing list, If you fail to engage your customer, you cannot expect them to respond the way you expect them to respond Making your marketing messages relevant to your customer can improve response rates, boost sales, keep your customers coming back for more. Answering the “whats in it for me” question is an essential part of content marketing and one you cannot afford to ignore.
- Relevance is the key part of your marketing campaign you are going to develop and every content you are going to create. Two big themes were clear… The changing (more empowered) consumer The growth of digital capabilities and tools for organisations to better serve the customer: Web, mobile devices, video, gaming, natural speech These change everything So we should remember that the future looks digital and mobile… We spend so much time holding our mobile phones than holding the hands of our child
- Customers use multiple channels themselves In our lives, we use a wide range of channels to keep in contact with people Life is getting more complex and more connected It is all about context Customers expect to be able to use many of these channels to interact with organisations that they do business with 29% of us are ‘super-user device junkies’ with 7+ connected devices in the home (53% have 4-6 devices).