Building Brands for Destinations - Marshall Manson at #OgilvyLabDay Travel
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Marshall Manson, CEO at OgilvyUK PR gave a presentation on his experiences within travel and how he sees the industry shifting over the next few years. Presented on 6th July at Ogilvy Labs' future of travel event at Sea Containers.
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Quên thương hiệu đi, điểm bán và người mua mới là chiến trường trọng điểm của cuộc cạnh tranh từ năm 2016. Tại Việt Nam, những khái niệm “người mua”, “hành vi mua” ít được nhắc đến so với “thương hiệu”, “quảng cáo”, “sáng tạo”, “người tiêu dùng” - một phần vì nó có vẻ khô khan và đơn giản. Vì vậy, phần nhiều marketer chưa hiểu hết “power of shopper”.
Tại sao?
Năm 2016, Việt Nam mở hàng rào thuế quan cho toàn bộ hàng hoá ASEAN và không xa nữa là TPP. Điều đó có nghĩa là các thương hiệu hiện tại (nhất là nội địa) sẽ sớm đối mặt với rất nhiều đại gia từ Thái, Indonesia, Hàn Quốc, Nhật…
Thậm chí các nhóm doanh nghiệp này hiện đã xây dựng hệ thống phân phối riêng như Robin - Nguyễn Kim (Thái), Lotte Mart (Hàn Quốc), Aeon Mall (Nhật)...
Chưa kể với sự phát triển của thương mại điện tử, hành vi mua hàng và cách thức tạo ảnh hưởng với người mua sẽ rất khác với kênh truyền thống.
Một marketer không có sự thấu hiểu người mua (shopper) cũng như các kỹ năng để làm việc cùng đối tác bán lẻ (retailer) và chiến thắng tại điểm bán sẽ khó có cơ hội trụ vững và thăng tiến trong bối cảnh mới.
Đến buổi hội thảo này bạn sẽ học được:
+ Vai trò và sức mạnh của shopper trong thị trường và các ngành hàng trọng điểm.
+ Chân dung của shopper Việt Nam và hé lộ ngân sách “khủng” các thương hiệu đang đầu tư cho shopper.
+ Chiến thắng tại điểm bán: khuyến mãi và giá cả không phải là công thức duy nhất để thu hút shopper!
+ Các kỹ năng cần thiết, và đặc biệt, một giải pháp toàn diện để “nhập môn” Shopper Marketing sẽ được giới thiệu trong buổi hội thảo: tựa sách "Thấu hiểu người mua, giải mã tăng trưởng” do WeCreate biên dịch và phát hành.
Nghe từ ai?
Anh Hùng Thiện, General Manager - GCOMM.
Người có 11 năm gắn bó với ngành research cho đến nay, đã trải qua hầu hết tất cả loại hình nghiên cứu thị trường nhưng vẫn mê “shopper behavior” nhất. Trước khi thành lập GCOMM vào năm 2011, a.Thiện giữ vị trí Associate Director trong mảng Retail Audit tại Nielsen Vietnam.
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Làm việc tại Tetra Pak, công ty dẫn đầu về mảng bao bì thực phẩm với 11 tỷ USD doanh thu (2013), giúp chị Giao có thêm nhiều thấu hiểu rất độc đáo và sâu sắc với hành vi mua hàng và sau mua hàng. Trước khi gia nhập Tetra Pak vào năm 2012, chị Giao có nhiều năm kinh nghiệm làm việc tại các tập đoàn nghiên cứu thị trường hàng đầu như Nielsen và Ipsos.
Điều phối chương trình là anh Việt Dũng, Managing Director của WeCreate. Các bạn yêu thích marketing chắc hẳn đã rất quen thuộc với anh Dũng trong vai trò Đồng sáng lập của AIM Academy (tên mới của AiiM Education).
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Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organizationPickUp_conversational AI_Capex, Inc._20240611
PickUp, Improve conversions with scenario-based conversational AI.
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
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Building Brands for Destinations - Marshall Manson at #OgilvyLabDay Travel
- 2. 2 Marshall Manson CEO, UK Ogilvy Public Relations @marshallmanson marshall.manson@ogilvy.com TRAVEL HAS CHANGED (BUT YOU KNOW THAT)
- 4. 4 CHECKING OUT THE SITES
- 6. 6 DESTINATIONS NEED TO TELL BRAND STORIES More than ever before, countries have the opportunity to define how they want to be perceived. Countries must capitalize on areas of competitive advantage that will lead to a powerful image and influence. No longer can one industry drive a country’s brand – most visibly tourism – to achieve clear differentiation. Soon a country’s success will not be defined by its hemisphere, but by the strength of its voice heard around the globe.
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- 8. 8 Content needs to resonate locally with all your audiences, not just customers SIX DIMENSIONS OF NATION BRANDING Elevate a destination’s investment potential and untold success to attract foreign financial interest Promote services and products to businesses and consumers to drive global industry growth Address perception about government competency and its commitment to global issues [e.g. security] Share stories that demonstrate a nation’s heritage and appreciation for culture [film, art, literature, music, etc.] Identify, counsel and act in times of crisis to swiftly address issues and mitigate negative voices Tell stories to drive leisure and business travellers to experience the destination first hand CRISIS & ISSUES MANAGEMENT TOURISM FOREIGN DIRECT INVESTMENT TRADE GOVERNANCE CULTURE
- 9. 9 Content needs to resonate locally with all your audiences, not just customers SIX DIMENSIONS OF NATION BRANDING Elevate a destination’s investment potential and untold success to attract foreign financial interest Promote services and products to businesses and consumers to drive global industry growth Address perception about government competency and its commitment to global issues [e.g. security] Share stories that demonstrate a nation’s heritage and appreciation for culture [film, art, literature, music, etc.] Identify, counsel and act in times of crisis to swiftly address issues and mitigate negative voices Tell stories to drive leisure and business travellers to experience the destination first hand CRISIS & ISSUES MANAGEMENT TOURISM FOREIGN DIRECT INVESTMENT TRADE GOVERNANCE CULTURE
- 10. 10
- 11. 11 Content needs to resonate locally with all your audiences, not just customers SIX DIMENSIONS OF NATION BRANDING Elevate a destination’s investment potential and untold success to attract foreign financial interest Promote services and products to businesses and consumers to drive global industry growth Address perception about government competency and its commitment to global issues [e.g. security] Share stories that demonstrate a nation’s heritage and appreciation for culture [film, art, literature, music, etc.] Identify, counsel and act in times of crisis to swiftly address issues and mitigate negative voices Tell stories to drive leisure and business travellers to experience the destination first hand CRISIS & ISSUES MANAGEMENT TOURISM FOREIGN DIRECT INVESTMENT TRADE GOVERNANCE CULTURE
- 12. 12