red is beautifully simple and powerfully bold.The colour of passion, life, luck and success.
To build a sustainable competitive advantage.We create long-term brand building partnerships.
A full-service branding and marketing agency.The red team blends international expertise with local know-how, offering clientsclever ways to connect their brands with consumers to deliver winning results.
We start with an analysis of our clients’ complete brand environment,speak the truth in advising what needs to be done, and make it happen.Vietnam market entry - Brand strategyBrand campaigns - Brand design - Brand packagingBrand activation - Brand digital - Brand trade marketing
Marc Graduated from the David Syme Business School in Melbourne, has built and operatedbrand consultancies for more than 20 years, and held several interesting corporate roles –Grocery Merchandising Manager Safeway Australia, Marketing and Sales Director Kellogg’sAustralia and Regional director of Marketing Burger King Corporation. In Vietnam Marc hasbeen Managing Director of JWT and in house Marketing Coach for Unilever Vietnam.Marc began an intense strategic internet focus in 1998. In the digital space he consulted toGlorious Sun Enterprises Hong Kong in 1999 to develop online retail strategy for Jeans West– Project name VIRUS.He then worked as GM of a JV between WPP and Beijing Telecom in 2000 in Beijing, to builda personalised web portal in Mandarin. Numerous online projects have followed. All brandled, rather than technically driven.
Originally from Northern Ireland, Chris has lived in the region for 8 years, the last 3 inVietnam. A UK Chartered Marketer, Chris has been at the forefront of digital marketingpractice since it’s commercial inception in 1997. Chris has helped to build many famousbrands throughout U.K. and across Asia Pacific.Setting up one of the leading digital marketing agencies in Singapore in 2000, Chris has hadthe pleasure of launching British Airway’s first flat bed online, Japan’s first multi-lingual e-commerce linked internet radio station, and Volkswagen’s first SE Asia “visualizer”, directlylinking customers to their local dealers across 8 countries.More recently, Chris has lead agency teams to develop Tiger Beer’s regional digital marketingefforts and the complete re-engineering of online customer service for both Citibank AsiaPacific and Malaysia Airlines, respectively winning the year’s Asia Tourism and Travel Awardfor “Best Airline Online Marketing” and “AC Nielsen / Global Finance Magazine “BestConsumer Internet Bank” 3 years in row.
88todays presentation• Marc Gough:– why is the digital channel so critical in brand building ?• Chris Elkin:– What is the most effective process to follow, in order to use the digitalchannel to build your brand ?• Our case study today is based on our analysis of how Brand Coca‐Colais using digital channels in the USA• Best practice work, from the worlds most valuable brand
99as professional marketers we• Build Brands by forging emotional connections betweenproducts or services and consumers– Because an emotional connection is a sustainable competitive advantagethat consumers will pay a premium for and that competitors will struggle to duplicate
1010we understand the changeFrom label To brandand the value it creates
1111• Coca‐Cola’s revenue 2007: 28 Billion USDSource: The Coca‐Cola company• Coca‐Cola’s brand value: 66 Billion USDSource:– a little later, Chris will talk about how Coca‐Cola are usingthe Digital Channel at the heart of their brand building– but lets start by reviewing the brand building process
1212Step 1: Create a Brand FrameworkProposition: Brand Coca‐Cola ‐ ‘Refreshment’Benefit(s): Refreshment in body, mind and spiritReasons to Believe:Functional• Water, sugar, caffeine• ‘Secret’ formula• Carbonation• ‘Burn and bite’ at theback of the throatEmotional• Social acceptance• Contemporize and connect yourself• Optimism• A personalised worldsustainable advantages
1313Step 2: brand identity ‘embodies’ the framework
1414Step 3: campaign amplifies the brand proposition
1515emotions are the key to value• brand campaigns ‐ communicate both functional andemotional RTB’s– but in many categories functional Reasons to Believe are‘cost of entry’• emotional RTB’s ‐ build relationships, loyalty and ‘meaning’into transactions– the core of sustainable competitive advantage and thecreation of ‘brand value’– and when you consider communication channels....13
1616...digital, is the most emotional channel14
1717...because digital, is the most personal channel your phone, your blog, your email, your iPod,your social network, your address book... ....chosen, managed, and used only by you communications feel... ‘just for you’15
1818the most measurable channel & potentially, the most cost effective channelbut there is a lot of noise, because of low barriers toentry, which is why a disciplined digital planning processis so important ‐ thank you for your attention I’d now like to introduce Chris Elkin to talk about the digitalplanning process...16In the media mix, digital is also
Your brand experience is createdacross many ‘touch points’
With so many digital touch pointshow do you build your brand online?
Your online value propositionAn OVP is all about extending your overall brand proposition ‐ tooffer unique online benefits and and new experiences tobuild your brand relationshipCreating a brand OVP enables you to clearly set digital marketing objectivesand measure business results
Put your target audience attitudes, demographics andonline behavior at the heart of your digital marketingplanningCombine your OVP with your brand consumer insights tocreate a unique online brand experienceCreating your online value proposition
Online Value Proposition• A completely new virtualexperience extendingthe ‘Coke Side of Life’ to createa deeper brand relationshipthrough digital channelsCreates…• mycoke.comThe Coke online value proposition
Raise awareness ‐ spread the wordSearch Engine OptimisationOctober 2008 ‐ 29 billion searches in Asia Pacific. Source comScore, inc.“In Southeast Asia, Vietnam is the number‐one priority of Yahoo.” Tom Sipple, MD, Yahoo SE Asia
Improve the volume and quality of your audience “naturally”Create reciprocal links, content and HTML coding relevant to specific keywordsRemove barriers such as too much ‘flash’ animationxRaise awareness ‐ spread the word
Search Engine Key words & sponsored linksPay‐per‐click to increase your site ranking & visibility in search engine page resultsGoogle AdWords, Yahoo! Search Marketing and Microsoft adCentre largest playersRaise awareness ‐ spread the word
Paid Online Advertising Banner Ads… (yawn)Raise awareness ‐ spread the word
Get creative and seek out moreInteractive, Rich Multimedia formats to drive traffic to your siteRaise awareness ‐ spread the word
Online PR ‐ Reach audience through their daily news/interestsRaise awareness ‐ spread the word
Create ‘buzz’ across high‐traffic Youtube, Forums and Blogs Viral / Content SeedingRaise awareness ‐ spread the word
Tap into the Vietnamese desire to share and express themselvesSocial Networking ‘Hooking’Ads can also be place in a highly targeted way around user‐demographic info’Raise awareness ‐ spread the word
Leverage content partnerships / sponsorshipsRaise awareness ‐ spread the word
Leverage Email, Chat, SMS, MobileDigital word of mouth effect, anytime, anywhereRaise awareness ‐ spread the word
Communicate your website addressacross all your communication touch pointsDrive audience to your website and back into the real worldwww.mycoke.comRaise awareness ‐ spread the word
Build your brand database and opportunitiesfor interactive experiences and ongoing dialogueDrive customer acquisition
Provide incentives to entice your audience to share their detailsmycoke ‘CC Metro,’ is a 3D virtual environment offering a completely new experienceDrive customer acquisition
Members can personalize their space, socialize with other members, access music‐mixers,gaming, sports and entertainment,including paintballing, a skate park and a theater featuring exclusive videos.Drive customer acquisition
Integrate online and offline marketing activities to drive youraudience to your website and back into the real worldmycoke.comDrive customer acquisition
Build ongoing engagement andpositive word of mouth associationmycokerewards.com loyalty programBuild brand loyalty
Recognise and reward customersfor something they’re already doingSince late 2006, 1 new member has registered every 4 seconds,Spending an average 8 minutes per visitRegister online Collect codes frombottle topsRedeem codes onlineto be rewardedBuild brand loyalty
Always consider new technologiesto strengthen relationships with your customers and partnersGive customers rewards that drive them to partner storesDesktop widget toredeem cap codes& get latest newsSMS/MMS contest/event entry/alertsViral cards Partnere-couponsBuild brand loyalty
Leverage key learnings to continually strengthenyour brand online value propositionWhat is working and what is not?– Align your business, brand and marketing objectives– Decide how your objectives will be measured & analyzed at the start– Set benchmarks for successMeasure business results
1) Awareness2) Brand OVP ‐ first impressions4) Acquisition ‐ new members / salesMost popular content Next page seen after homepage% Homepage Abandonment3) Engagement ‐ quality of interactionsPromotion EntriesViral SharingConsistently measure your digital interactions to increase the relevance of your online vale proposition5) Loyalty ‐ repeat engagement / brand pref’Membership, Brand preference & sales growth over time% Repeat Visitors Average Visit LengthNumber of downloads / VisitorsPage views per Visitor% Traffic on homepageMembership Registration ‐ opt in / outBrand Sales Total Website VisitsPage viewsReferral touch point sourcesBrand websiteTouch PointsMeasure business results