Introduction portfolio 2012 2013
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Introduction portfolio 2012 2013
- 2. INTRODUCTION 2
- 3. What it is Why it is important Businesses use a range of The purpose of any form of marketing marketing communications to communication is to provide a set of promote the company, their information to your target audience in a products and their services. way that encourages a positive, or buying, response. INTRODUCTION 3
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- 47. Things You Should Do INTRODUCTION 47
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Editor's Notes
- The ingredients of being a Guerrilla Marketer are to bebold, creative, unexpected and engaging and in this article I wanted to show you how to systematically apply these concepts to create new customers. Don't let the economy, a "bad" market, your competition or any other reason stop you from being a success!Being a Guerrilla Marketing is about coming up with a fantastic ideathat will blow people away, right? This is the general impression and what I want to add is that while this is the ultimate goal, anythingthat increases your business by using creativity rather than majorresources is considered Guerrilla Marketing. That is why I suggest starting with small changes which often leads to big ideas.
- Having determined which markets to target and which company or customer types within that market, we'll help you plan how to most effectively reach them, with your message.Our team has top caliber facilitators to help your executive or project team review pertinent information (yours, ours, all) and evaluate possible paths as a team, securing involvement, input and buy-in of key players in the process.Business plansMarketing plans (modular to complement your agency or integrated for you)Positioning strategyCommunications/messaging strategy and PR planPartnering and channel strategyLeadership, Succession and Team Development plans
- German furniture firm GarantMoebel Asia has teamed up with a Thai partner to run the Ekko Weekend Furniture Market, which targets middle-income earners with products at wholesale prices. The venture is being operated under Furniture Market Place Ltd, the assistant to the president of the firm, SomluckHutanuwat, said yesterday. The market, with a total investment of Bt20 million, opens this weekend at a 2,500-square-metre site on Ekamai Road. The market will sell furniture and home decorations from both manufacturers that supply department stores and exporters, Somluck said. "It's a place for them to introduce themselves and talk directly to consumers about any problems or suggestions," said Somluck. The weekend market is open every Friday, Saturday and Sunday from 9am to 9pm. There are 70 outlets with product prices ranging from Bt5 to Bt50,000. Somluck said most of the products sold at the market could not be found anywhere else. The company plans to open another furniture market in Bangkok this year and expects to have 10 branches nationwide within three years. It is also planing expansion elsewhere in Southeast Asia. Somluck said the company's overseas ventures would likely start in Indonesia and Malaysia as GarantMoebel Asia is established in those countries. The company plans to open one more branch in Bangkok within this year, but Somluck would not reveal the location. Somluck said Furniture Market Place Ltd's next outlet would be five times larger than the Ekamai branch and cost about Bt100 million to establish and run. The company is expecting 3,000 visitors a day and a revenue of Bt3 million for the three days the market is open every week. Furniture Market Place will spend Bt10 million on advertising and marketing. GarantMoebel Asia has been in the furniture business for 48 years, operating fairs and assisting furniture-manufacturers to find space to sell products directly to consumers. SakhonKuruvelukorn, the marketing executive with Kuru Tannery Co Ltd, said the location for the weekend furniture market was good. But he added that if it was not promoted adequately it would fail. However, he said he had noticed attempts by the owners to advertise. Sakhon said he expected it to do well in the first six months of operation, then it would be time to reassess the situation. NitidaAsawanipont THE NATION
- ตลาดนัดเฟอร์นิเจอร์สุดสัปดาห์แห่งแรกบนถนนเอกมัย “ห้างเอคโค” เผยแผนการตลาดรุกคืบเป็นศูนย์กลางบริการด้านเฟอร์นิเจอร์และตกแต่งบ้านครบวงจร ล่าสุดรวบเฟอร์ฯ แอนทีคเจาะกลุ่มเฉพาะนายภิญญพงษ์ สุวาณิชย์กุล กรรมการผู้จัดการ บริษัท เฟอร์นิเจอร์ มาเก็ตเพลส จำกัด เจ้าของและผู้ดำเนินธุรกิจ “ห้างเอคโค” (EKKO) ตลาดนัดเฟอร์นิเจอร์สุดสัปดาห์แห่งแรกบนถนนเอกมัย เปิดเผยว่าหลังจากห้าง เอคโคได้เปิดให้บริการมาตั้งแต่ปี พ.ศ. 2547 และถือว่าเป็นการนำแนวคิดการตลาดเฟอร์นิเจอร์สมัยใหม่พร้อมเทคโนโลยีล่าสุดจากประเทศเยอรมันีมาใช้กับตลาดในประเทศไทยเป็นครั้งแรก ความสำเร็จเกิดขึ้นจากการที่ห้างเอคโคสามารถรวบรวมผู้ผลิตเฟอร์นิเจอร์ที่มีคุณภาพให้มาพบกับกลุ่มผู้บริโภคเป้าหมายได้โดยตรง ทำให้ กลยุทธ์ราคาและการบริการก่อนและหลังการขายเป็นปัจจัยที่สร้างความพึงพอใจกับลูกค้าได้มากอนึ่ง ห้าง EKKO ตลาดนัดเฟอร์นิเจอร์สุดสัปดาห์แห่งแรก บนถนนเอกมัย (สุขุมวิท 63) ดำเนินการและบริหารโดย บริษัท เฟอร์นิเจอร์ มาเก็ตเพลส จำกัด โดยนำแนวคิดการจัดพื้นที่เพื่อแสดงและจำหน่ายเฟอร์นิเจอร์มาจากประเทศเยอรมันี โดยมีวัตถุประสงค์และนโยบายการดำเนินธุรกิจเพื่อสนับสนุนผู้ประกอบการรายย่อยด้านผลิตเฟอร์นิเจอร์ เพื่อสร้างศูนย์รวมและศูนย์แสดงสินค้าในวันหยุดสุดสัปดาห์สำหรับกลุ่มเป้าหมายที่สนใจซื้อเฟอร์นิเจอร์เพื่อตกแต่งบ้านและที่พักอาศัยในราคากันเอง
- กาแรนท์ โมเบล เน้นเฟอร์นิเจอร์ Good Design ทันสมัย หลากหลาย ในสไตล์ยุโรป เพื่อการตกแต่งบ้านอย่างครบครัน ด้วยคุณภาพมาตรฐานและประโยชน์ใช้สอยสูงสุดในราคาที่คนส่วนใหญ่เป็นเจ้าของได้สบาย Good Price ซึ่งเฟอร์นิเจอร์ที่ผ่านการคัดสรร ถูกป้อนเข้าสู่ร้านค้าเครือข่ายที่ได้รับการตกแต่งอย่างสะท้อนรูปแบบการใช้ชีวิตเฉพาะบุคคลเป็นอาณาจักรเฟอร์นิเจอร์ที่มีสไตล์ ดึงดูดลูกค้าให้เกิดจินตนาการในการเลือกชม เลือกซื้อ เลือกแต่งบ้าน ได้อย่างมีความสุข
- Ten Things You Should DoDecide what you want to achieve. Tell the PR company what you want them to achieve. Make the objectives specific and realistic, write them down and agree them with the PR agency.Decide who are your key audiences. Tell the PR company which groups you need to address. Don't assume the agency has your depth of knowledge. At this stage they need your guidance.Explain why you need to communicate. What issues do you need to address?Cause and effect. What behavioural changes do you wish to see from your target audience.Timing is vital. Over what time scale do you wish to achieve these changes - be realistic.Explain the dynamics. What are the internal and external drivers for change in your business?Explain the industry context. Who else is affected by these issues - is there scope for common action, or do you wish to take the initiative?Media context. What media will you be using in addition to PR - how are messages and timing to be synchronised?Budget carefully. Advise what budget and resources you have to commit to the programme.Evaluation. Agree what metrics you will use to evaluate, refine and sharpen communication performance.
- Ten Things You Should DoPlan. Every business needs a plan, but so often this is a rushed annual task, grudgingly undertaken while enmeshed in day to day activities. This results in this year's plan being just like last year's, but plus (or often minus) X per cent, with fingers crossed.Take time out to plan properly - it could save you a small fortune. Take time to look at the business, look at the trading environment, understand the threats and opportunities and what resources you need to counter them and take the business forward.Use a proven methodology. Paul Smith, has devised a useful planning tool SOSTAC®, standing for situation analysis, objectives, strategy, tactics, activity and control. This is worth sharing with colleagues. The communication plan, after all, needs to nest into the overall business plan and link to plans for marketing, operations, finance, and so on.Focus on activity not history. List the key activities arising from the current business plan - new products, investments, acquisitions, market development, and so on. Now decide what communications will support these. Specify the required PR activities - how many releases, case studies, features, press conferences, facility visits, events, road shows, exhibitions, product placements and when these will happen.Integration and balance. PR is the most potent (and cost effective) marketing tool you have, but it cannot support the whole communications programme alone. It needs to be integrated with advertising, web promotion, sales and other activities, respecting what each of these channels can contribute.Prioritise. The good old two dimensional matrix is useful here. Plot each of the activities against a cost and benefit axis. Use the four quadrants to determine the must do (high benefit, low cost), should do (high benefit, higher cost), like to do (lower benefit, lower cost) and marginal activities (high cost low benefit).Slaughter a few sacred cows.. Somewhere in the programme there are almost certain to be sponsorships, exhibition attendances, long standing advertising commitments that have outlived their usefulness - kill these off and recycle the cash.Decide what resources are required. Now, do you have a full and rich programme of activities or is it more a series of projects? In house resources may meet some of your needs but for others you will need outside help. Draw a clear boundary between in-house and outside tasks.Brief your PR company. At this stage you are able to give a full brief to your PR company, telling them what you want to achieve, what you are planning to do and the services you expect them to provide. Any decent PR company should be able to give you a firm cost and suggest alternatives that will be more effective or save you money.Build in feedback. Based on the objectives you set at the start, decide on the most appropriate form of evaluation to help you measure effectiveness and improve performance.