DYI Marketing 20-Sept-12

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On September 20, 2012, Pacharee Pantoomano and Kittima Sethi the directors of Brand Now presented DIY Marketing and PR to a group at the Foreign Correspondent Club of Thailand. The session presented case studies showcasing different tools and tactics employed in marketing and PR. No copyright infringement intended in presenting the case studies. For more information, visit brandnow.asia.

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DYI Marketing 20-Sept-12

  1. 1. Do It Yourself (DIY) Marketing:Tools and Tactics On September 20, 2012, Pacharee Pantoomano and Kittima Sethi the directors of Brand Now presented DIY Marketing and PR to a group at the Foreign Correspondent Club of Thailand. The session presented case studies showcasing different tools and tactics employed in marketing and PR. No copyright infringement intended in presenting the case studies. For more information, visit brandnow.asia. By Pacharee Pantoomano
  2. 2. ON TARGET What’s Marketing
  3. 3. ON TARGET The 4 Ps of Marketing Marketing Mix Product Place Price Promotion
  4. 4. ON TARGET MARKETING TOOLS o Business planning o Marketing planning
  5. 5. ON TARGET Business Plan & Objective Category Definitions/Samples Offering to customers Goods and services, product mix, depth & width of a product line Price Strategy Premium Pricing, Penetration Pricing, Economy Pricing, Price Skimming Distribution Online, outlets, value added resellers, system integrator, agents, MLM Sales Strategy direct or indirect Service Strategy Money back guaranteed, open 24 hours, warranty, door to door, other convenience i.e. loaner cars Target Market Demographic and psychographic Positioning Statement •BMW: The ultimate driving machine •Avis: We are only Number 2, but we try harder Investment and annual •TBD financial goal
  6. 6. ON TARGET Example Marketing Plan Category Strategy My reason for existence: To provide pet owners within the city of McLean a safe and fun place for their pets. What sets my business apart from the rest: An indoor/outdoor pet park and training, plus pick-up and drop off My ideal customer is: McLean professionals working in the 10 km radius What’s most important to my ideal 1. Pet safety customer when they are buying what I’m 2. Fun in any weather for pets selling: 3. Fitness What’s my goal this year: • Hire 2 full time dog trainer + 2 freelance trainers • Recruit customers: 1xx customers The top 3 things that are going to get me 1. Direct mail in the neighborhood there: 2. Posters and flyers in office parks 3. Open house events and give out free trial vouchers Program contribution to 1. Mail – 25% revenue/profitability: 2. Drop offs – 50% 3. Open House – 25% What will trigger my ideal customer to Being stuck at work and pet needs to be let out think of me: Programs I am running to reach my target Car wraps, radio advertising and flyers at office buildings nearby How much money will I need to get it $50,000 done?
  7. 7. ON TARGET MARKETING TACTICS o Halo effect o Customer Experience o Word of mouth
  8. 8. ON TARGET Why the Halo Effect? Partner with a stronger brand name has it rewards Boost brand recognition Cross pollination of database – lead generation Sample DM pack
  9. 9. ON TARGET MARKETING TACTICS o Customer Experience
  10. 10. ON TARGET
  11. 11. ON TARGET Examples of Customer Experience 2011 Winner of the Effie Award P&G Old Spice brand was playful and lighthearted • 186 youtube responses to fans and celebrities • Response campaign one of the most talked about online
  12. 12. Brand Now! DTAC Customer Experience
  13. 13. ON TARGET MARKETING TACTICS o Word of Mouth
  14. 14. ON TARGET Why is WOM Important Todays market Plethora of choices Seeking differentiation WOM comes with credibility WOM & viral Effect Verbal Written Click & share WOM effect on a brand Create a tribe Tribal leaders – KOL – influence Generate leads, repeated business, and loyalty
  15. 15. Brand Now! • In 2009, disgruntled Virgin Atlantic passenger Oliver Beale wrote a letter to Branson • Complained about the food and entertainment on Virgin • The letter went viral and got picked-up by the media • According to reports, Sir Richard Branson telephoned the author of the letter and had apologize and thanked him for his "constructive if tongue-in-cheek" email. (Which rather makes one wonder if the circulation of this email of complaint around the world is actually another cunning ruse from Virgins masterful media team.)
  16. 16. ON TARGET Ga Ga for Gangnam Style Psy Gangnam Style has gone viral and global Gangnam has been described as… • Quirky • Classy • Cheesy • Fun • Cool • Entertaining Original Gangnam Style music video Jay Leno Show – Mitt Romney parody Britney Spear learns Gangnam Style Today show – featuring Psy Gangnam style – VMA
  17. 17. Brand Now!
  18. 18. ON TARGET Tactics to Start Building Your Brand Today • Use your e-mail • Create an online signature (logo & presences for your slogan). Avoid free company in FB and email acct for business Linkedin plus a website • Get and use customer • Get a vanity (and testimonial in your memorable) business marketing material and phone number website • Get out in your target • Wearable marketing market community to (shirts, hats, bags, promote your mugs) giveaway products/services
  19. 19. ON TARGET Summary Business and marketing planning Stand on the shoulder of giants, create a co- promotional program today Customer experience creates a perception about your brand WOM – creates lead generation and loyalty
  20. 20. ON TARGET

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