it's what Dave and I work together to conclude how we did so many showcases and where we kick start. also it's for senior people to study in Integrate marketing communication.

1. Training: D&E’s IMC Thinking
Presented by Eleny

2. INTEGRATE
MARKETING
COMMUNICATION
整合⾏銷傳播

3. Integrate Marketing
Communication
DEFINE
Marketing Issues
FIND OUT
Marketing Solutions
IMC
strategy
Efficient
Execution
Delivering
IMC
Creative
Brand Activation
Assignment
確切釐清
⾏銷關鍵問題
Challenge
精準發掘
⾏銷解決⽅案
Strategy
精準規劃
傳播策略與創意
Execution
效率提供
實際執⾏內容

4. SALES
品牌銷售
Recognition
品牌認同
Loyalty
品牌忠誠
OWN media with CRM thinking
- Official Site - FB Fan Page
- Youtube brand channel
- Brand APP - CRM program
Approach to consumer with engagement
(Paid Media and Earned Media)
- Advertising - Shopper Marketing
- PR / EVENT - Interactive Marketing
Activation+promotion Marketing
- SP strategy - Trade promotions
- Product sampling - Sponsorships
- New channel Development
Place
銷售通路
Product
產品定位
Promotion
促銷活動
Support marketer to
define product position
Support marketer to
manage trade marketing
and develop new channels
Support marketer to
develop sales promotion mechanism
and event execution
IMC
Integrated Marketing
Communication
01-Define MKT Issues

5. SALES
品牌銷售
Recognition
品牌認同
Loyalty
品牌忠誠
OWN media with CRM thinking
- Official Site - FB Fan Page
- Youtube brand channel
- Brand APP - CRM program
Approach to consumer with engagement
(Paid Media and Earned Media)
- Advertising - Shopper Marketing
- PR / EVENT - Interactive Marketing
Activation+promotion Marketing
- SP strategy - Trade promotions
- Product sampling - Sponsorships
- New channel Development
Place
銷售通路
Product
產品定位
Promotion
促銷活動
Support marketer to
define product position
Support marketer to
manage trade marketing
and develop new channels
Support marketer to
develop sales promotion mechanism
and event execution
IMC
Integrated Marketing
Communication
02-Fine out MKT solutions

6. SALES
品牌銷售
Recognition
品牌認同
Loyalty
品牌忠誠
OWN media with CRM thinking
- Official Site - FB Fan Page
- Youtube brand channel
- Brand APP - CRM program
Approach to consumer with engagement
(Paid Media and Earned Media)
- Advertising - Shopper Marketing
- PR / EVENT - Interactive Marketing
Activation+promotion Marketing
- SP strategy - Trade promotions
- Product sampling - Sponsorships
- New channel Development
Place
銷售通路
Product
產品定位
Promotion
促銷活動
Support marketer to
define product position
Support marketer to
manage trade marketing
and develop new channels
Support marketer to
develop sales promotion mechanism
and event execution
IMC
Integrated Marketing
Communication
03-Strategy & Creative

7. SALES
品牌銷售
Recognition
品牌認同
Loyalty
品牌忠誠
OWN media with CRM thinking
- Official Site - FB Fan Page
- Youtube brand channel
- Brand APP - CRM program
Approach to consumer with engagement
(Paid Media and Earned Media)
- Advertising - Shopper Marketing
- PR / EVENT - Interactive Marketing
Activation+promotion Marketing
- SP strategy - Trade promotions
- Product sampling - Sponsorships
- New channel Development
Place
銷售通路
Product
產品定位
Promotion
促銷活動
Support marketer to
define product position
Support marketer to
manage trade marketing
and develop new channels
Support marketer to
develop sales promotion mechanism
and event execution
IMC
Integrated Marketing
Communication
對角的相對關係

8. Best Case1. GARNIER Spot Corrector Launch
BRAND TRUST
不相信品牌任何廣告語⾔怎麼辦︖
協助卡尼爾淡斑精華從不信任的品牌危機，變成熱銷商品
精準洞察
新轉機
眼⾒為憑!! Reveal, Trial, and Drive Sale!
卡尼爾淡斑精華讓品牌歷年來⾸度奪冠，稱霸通路銷售NO.1
Convince consumers with trail program to make them truly believe product benefit!
We did engage over 100 people to be participated in this event (not only be engaged
but also share). The most important is successfully drive sales to be leading brand!

9. Best Case2. Loreal Paris Extraordinary Oil Launch
ACTIVATE BEHAVIOR
不流⾏但還是要熱賣怎麼辦︖
協助巴黎萊雅護髮精油
教育全新護髮⾏為＋創造消費需求
Extraordinary You!
巴黎萊雅2013年度最優IMC⾏銷
內容⾏銷+試⽤⾒證活動
銷售業績NO.1
精準洞察
超熱賣
Let consumers experience amazingly
product benefits and educate usages to
twist their hair treatment behavior. We
invite famous hair-designer to share hair
treatment tips with our product and
encourage consumers to have the first trial.
The great result is we did great both BUZZ
and sales in this launch event.

10. Best Case3. Johnson’s Baby Yummy Launch
ALL NEW CHANNEL DEVELOPMENT
除了媒體之外還有什麼可能性︖
協助嬌⽣嬰兒開拓新通路接觸精準媽媽族群
嬌⽣嬰兒內部2013年度最佳⾏銷創新案例
Co-Op幼兒園! 再創⾏銷新商機
創新通路
新商機

11. We Create The Best ROI Campaign
我們熱愛創造最佳⾏銷投資效益傳播活動
2011 Yahoo!台灣搜去兜2010中華⿈⾴好神通
年年入圍⾦投賞THE BEST ROI
2012Yahoo!美妝⼤賞
品牌形象年輕化!(創新IMC)
透過AR為媒介作IMC整合傳播，成功
翻新中華⿈⾴數⼗年來的品牌形象！
45天全台⾛透透!品牌Local化
1個⽉內創造684萬PV，吸引近280萬
UU，累積近200萬搜尋次數，成功達
陣⾏銷⽬標：搜尋最深入!
強勢建⽴品牌影響⼒!
1張票數竟然可以影響銷售業績?!透過
美妝⼤賞影響週年慶銷售，成功塑⽴
Yahoo!內容影響⼒！(達成+176%KPI)
http://www.youtube.com/watch?v=vBUEgHjcS1Ahttp://www.youtube.com/watch?v=JihqcAeDptAhttp://www.youtube.com/watch?v=6HGI_a6O_ps

12. 習 3M防滑貼⽚

13. Homework
Take brief &
generate a creative brief