This document outlines the agenda for a 2-day conference on integrated marketing communications in Vietnam. The conference will discuss trends in IMC in Vietnam, developing consistent brand messaging through strategic IMC planning, using social media and guerrilla marketing techniques, event sponsorships, digital branding, consumer loyalty programs, brand engagement, mobile marketing, and evaluating IMC strategies. Various companies will present case studies on how they have implemented successful IMC campaigns in Vietnam across different marketing channels and platforms.

1. CONFIDENTIAL, Page 1 of 4
Draft Programme for 2-Day Conference on:
Integrated Marketing
Communications in Vietnam
Synergising Digital & Traditional Media
for Holistic Branding
31 March – 1 April 2011, Ho Chi Minh City, Vietnam
INSIGHTS AND DEVELOPMENTS
(1) Integrated Marketing Communications (IMC) Trends in Vietnam
• Understanding the shifting mindsets, beliefs, needs, desires of Vietnamese
[Presentation]
consumers and their evolving media consumption habits 50min +
• Examining the impact of the growing digital and interactive marketing on the 10min Q&A
dynamics of IMC and what this means for businesses in Vietnam
• Challenges and pitfalls in ensuring consistency while delivering evocative
messages across multi-channels communications
• Future directions for IMC in Vietnam
STRATEGIC IMC
(2) Developing A Consistent Brand Message with Strategic IMC
• IMC Planning in Vietnam: Establishing objectives, determining budget and
[Case Study]
devising strategy 50min +
• From idea to implementation: how [company] chose tools and harmonised online 10min Q&A
and offline channels to strategically coordinate the brand message
• Seamless communications flow: ensuring different departments are aligned to
project a singular powerful message
• Key learning points from [company]: Overcoming challenges in implementing its
IMC strategy and aligning internal & external marketing communications
SOCIAL MEDIA MARKETING COMMUNICATIONS
(3) Making a Splash with Vietnamese Consumers through Social Media Platforms
• Uncovering the latest trends, opportunities and threats of social media marketing
for IMC campaigns in Vietnam [Case Study]
• How [company] maintained consistency when participating in online 50min +
conversations & building personal relationships on social media 10min Q&A
• Capitalising on social media & user generated content to reinforce brand
message and values to win over Vietnamese consumers
• Integrating social media with offline channels into a coherent marketing
communications mix
• Monitoring social platforms to prevent social media backlash that can potentially
threaten [company]’s IMC campaigns and dent brand reputations
___________________________________________________________________________________________________________ 1
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

2. CONFIDENTIAL, Page 2 of 4
GUERRILLA MARKETING
(4) Communicating with Vietnam’s Audience: Unexpectedly, Unconventionally
• How [company] created thought-provoking guerrilla marketing concepts to gain
contact to a wider target audience & greater brand visibility in Vietnam
[Case Study]
• Integrating guerrilla marketing campaigns into its overall marketing 50min +
communications mix for consistency and maximise marketing impact with 10min Q&A
consumers in Vietnam
• Guerrilla marketing tactics for B2B marketing: how [company] effectively
projected a unified message for its brand via IMC campaigns
• Guerrilla marketing as a cost-effective marketing communications tool: How to
maximise results from [company]’s guerrilla marketing
EVENTS & SPONSORSHIP MARKETING
(5)[Company]’s Experience in Creating Buzz from Events & Sponsorship Marketing
• Aligning brand values with events & sponsorship collaborations to project a positive
and coherent brand image to target audience [Case Study]
• Communicating a singular brand message by integrating [company]’s events & 50min +
sponsorship marketing into the overall marketing communications mix 10min Q&A
• How [company] harnessed the power of new media with events & sponsorship
marketing to connect with its target market
• Developing the ROI of events & sponsorship marketing and the contribution to the
overall effectiveness of the IMC campaign
DIGITAL BRANDING
(6) [Company]’s Case Study: Establishing Brand Leadership in Vietnam’s Digital-
sphere
• Keeping your content current: Delivering the right message to the right people at
the right time in Vietnam’s digital marketplace
[Case Study]
• How [company] maintained a consistent brand experience from the seamless 50min +
integration of digital marketing communications 10min Q&A
• Steering control of brand perception from online media that take place outside
[company]’s purview & mitigate negative brand associations from user-generated
content
• Determining which channels or online platforms should or should not be
integrated into the overall marketing communications mix in order to maintain
positive consumer associations with [company]’s brand
• Difficulties faced by [company] and solutions to overcome them
___________________________________________________________________________________________________________ 2
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

3. CONFIDENTIAL, Page 3 of 4
CONSUMER LOYALTY
(7) Capturing the Hearts of Vietnamese Consumers
• Developing a IMC strategy and determining key brand touch points based on
customer database marketing [Case Study]
• Adopting a consumer-centric approach for IMC campaigns: How [Company] 50min +
addressed consumers’ specific needs in a timely fashion via online media 10min Q&A
• Driving deeper emotional connection with consumers through a cohesive IMC
programme
• Fostering a relationship with consumers: Integrating [company]’s loyal brand
ambassadors in its overall IMC mix
• Overcoming the obstacles in retaining Vietnam consumers in a fragmented
consumer market
BRAND ENGAGEMENT
(8) How [Company] Enhanced User Experience with Authentic Communications
• Harnessing the power of IMC campaigns to provide action-oriented experiences
that enable brand to interact, build relationship and maintain personal dialogues
[Case Study]
with the consumers in Vietnam 50min +
• How [company] turned passive consumers to active participants of content via an 10min Q&A
integration of touch points while maintaining a consistent brand message
• Aligning engagement tactics with [company]’s IMC campaigns with brand values to
deepen community participation between brand and customers
• Evaluating the value of IMC campaigns for your brand engagement programmes
MOBILE MARKETING COMMUNICATIONS
(9)[Company]’s Case Study: Fuelling the Mobile Conversations in Vietnam
• Analysing mobile marketing’s potential and possible barriers to creating a cohesive
brand image in Vietnam [Case Study]
• How [company] ensured mobile applications project uniformed message 50min +
• Integrating mobile marketing campaigns with its overall marketing communications 10min Q&A
strategies for consistency and maximum impact
• Difficulties faced by [company] to measure brand engagement through mobile
channels and solutions employed to mitigate them with applicable considerations
and pitfalls to avoid
COST EFFECTIVE IMC STRATEGIES
(10) Developing a Powerful IMC Programme with Limited Budget and Tools
• Budget allocation: Considerations in determining priority for channels and tools
• How [company] successfully integrated its marketing efforts with minimal costs and [Case Study]
limited budget 50min +
• Leveraging on cost-effective online platforms to harness offline marketing potential 10min Q&A
whilst ensuring message consistency
• Challenges in working with a tight budget and how [company] developed solutions
to mitigate these obstacles
___________________________________________________________________________________________________________ 3
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

4. CONFIDENTIAL, Page 4 of 4
MARKETING MEASUREMENT
(11) Evaluating Effectiveness of IMC Strategies
• Key metrics to analyse and measure ROI of IMC strategy
• Evaluation of multiple marketing channels and medium – what works and what [Case Study]
doesn’t 50min +
• Convincing management to buy-in your IMC strategy based on measurement 10min Q&A
results
• Budget allocation – how to use measurement to get better marketing budgets
• Post evaluation strategies – Reviewing and implementing new IMC strategies
• Vietnam’s measurement challenges and how brands can overcome them
___________________________________________________________________________________________________________ 4
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg