Gyro apac playbook 2 - promotional activity

1. PROMOTIONAL
ACTIVITY
EVOLVING OUTREACH
BEYOND EVENTS
PREPARED BY GYRO ©2020
FULL SERVICE B2B AGENCY
SINGAPORE | SYDNEY | HONG KONG

3. IF THE MOUNTAIN WON'T COME
TO MUHAMMAD ...
Some of the most successful individuals and
businesses in modern times are those who have
turned a crisis into a catalyst for change.
This ability to thrive when others panic has become
so well recognised that Nassim Nicholas Taleb
defined the term “Antifragile” in his 2012 book by
the same title; in which he explored individuals and
businesses just like this — those that seem to
benefit from disorder: random acts, volatile times,
and the unknown.
And while it may seem easier for an individual to
adapt to a changing situation than an entire
organisation, it doesn’t mean yours shouldn’t have a
plan to do so.
Which is why in this document we’ve compiled some
of gyro’s most effective short-, medium-, and long-
term marketing tactics; to support you bringing
defining a content plan and program that can
respond in near-real time to market changes, and
media outreach that supports it; you can continue to
build a groundswell of measurable marketing
activity that ensures your brand awareness grows,
and your demand generation machine is full.
Because today — more than ever — no-one can
afford to let a slow-down turn into inertia.
Rhys Taylor
Regional Head of Strategy, Asia Pacific
March 2020

4. gyro:changeeverything.©2019gyro:APAC4
TACTICS YOU CAN DEPLOY
A CLEAR VIEW
CONTENT PLAN
Staying abreast of the seismic shifts in the economy will
go a long way in establishing a sense of credit and
security with any existing or potential customers.
Defining a clear perspective on this for your business,
and promoting it via content is an easy way to get ahead
of the change.
FOOTFALL TO EYEBALLS
DIGITAL MEDIA PLAN
Having A Clear View is one thing, but ensuring it's seen
by the right people is another. By using the latest in B2B
tech and exclusive deals with relevant publishers for
your audience, we can promote your new content plan
to the right audience. And shift those event dollars into
online traffic and awareness uplift.
OFFLINE TO ONLINE
EVENT STRATEGY
As more and more events are cancelled over the coming
months, the road to finding or engaging with customers
seems like it's getting longer. But with a well thought-out
plan, using the latest in technologies — we can
construct an online engagement strategy that will keep
the engagement level high and touchpoints frequent.
[QUICK TO DEPLOY]
.
[MEDIUM EFFORT]
.
[LONGER TERM]
.

5. gyro:changeeverything.©2019gyro:APAC5
CONTENT
What’s involved: With all eyes on the global disruption and threat to the economy, having a
forward-thinking opinion that reassures your customers you are strong enough to weather
the storm, will go a long way in positioning you ahead of the crisis.
How it works: gyro will curate a content plan that sets a clear positioning for your
businesses, on how you have the strength and reliability to come out of a crisis well — and
how working with you can help their business do the same.
What’s included:
• Define narrative
• Content strategy
• Content
• Assets
• Deployment over chosen channels
A CLEAR VIEW
*Media buy not included

6. gyro:changeeverything.©2019gyro:APAC6
MEDIA FOOTFALL TO EYEBALLS
What’s involved: At a time where remote working is on the up and face-to-face interaction is
on the down, being in the right place digitally can ensure you optimize your content in the
most effective way.
How it works: gyro will create an effective and efficient media strategy for you that deploys
the latest technologies and publisher deals, to reach your unique audience.
What’s include:
• Media strategy
• Channel selection
• Media buy
• Management
• Reporting
*Media buy not included

7. gyro:changeeverything.©2019gyro:APAC7
OFFLINE TO ONLINEEVENTS
What’s involved: The future of events is uncertain, at least for the coming months. So
ensuring you have a contact strategy that keeps the momentum going is going to be vital.
How it works: gyro will work with you to back to your audience profiles, and map out an
engagement strategy that uses alternate avenues to meet the same objectives.
What’s included:
• Touchpoint strategy
• Content strategy
• Asset creation
• Deployment
• Supporting media buy
• Reporting
*Media buy not included

8. LAURA BELL
Managing Director
APAC HQ, Singapore
laura.bell@gyro.com
CHRISTINE MILLS
Business Lead
Sydney, Australia
christine.mills@gyro.com
JOHN IRWIN
Managing Director
Hong Kong
john.irwin@gyro.com
If you’d like to activate any of these tactics or discuss how
gyro could help you further in your B2B marketing, please
contact our country leads..
STAY SAFE