POWERFUL WAYS TO GROW YOUR BRAND AND BUSINESS ONLINE Types of online media: own, earned, paid and shared Know your audience: short and long form Marketing activities suitable for your brand position/identity and targeted audience B2C: How customers make decision getting on shopping list B2B: (short intro about relationship building) Useful tips: partnership program (credibility, halo effect), CSR, guerrilla marketing (phone in blender) What your annual program calendar will look like

1. Digitizing
Your Business
นำธุรกิจเข้ำสู่โลกดิจิทัล
By Pacharee Pantoomano พัชรี พันธุมโน
Brandnow.asia
May 2022

2. —Simon Sinek said ‘Start with Why”
”

3. POWERFUL
WAYS TO GROW
YOUR BRAND
AND BUSINESS
ONLINE
สร้ำงแบรนด์และธุรกิจผ่ำนช่องทำงออนไลน์
อย่ำงไรให้ปัง

4. When a person is thinking of
going on holiday, he/she will
check info from many
sources. They will visit an
online booking site like
Agoda, visit bloggers’
reviews, and other third-party
platforms like TripAdvisor.
The shopper will come into
many of your brand’s
touchpoints
กำรที่ลูกค้ำจะตัดสินใจหรือเลือกสินค้ำและบริกำร
ต่ำงๆ ลูกค้ำจะหำข้อมูลจำกหลำยช่องทำง ไม่ว่ำจะ
เป็น อโกด้ำ หรือรีวิวจำกผู้ใช้จริง
เพื่อประกอบกำรตัดสินใจ
How B2C customers make decisions
กลุ่มลูกค้ำ B2C ตัดสินใจซืออย่ำงไร

5. Know Your Audience
short and long form
ทำควำมรู้จักกลุ่มลูกค้ำในระยะสั้นและยำว

6. Types of Medias Online ประเภทของสื่อออนไลน์

7. Why partnership program?
Partnership programs with another
organization or company are one of the
best ways to team up and do a cross-
promotion to grow your customer base
Examples:
● Honest Bee with local partners to target
families in the affluent Sukhumvit area
● Lalamove with Burger King for the
World Cup
● Samitivej and Grab to transport patients
quickly to and from facilities
● Bitkup and Ampverse for NFT shops
Additional programs to help build your business
Partnership Programs กำรเข้ำร่วมกับพำร์ทเนอร์

8. Partnership Program กำรเข้ำร่วมกับพำร์ทเนอร์

9. Why CSR?
Gen Y and Gen Z prefer brands that have
a purpose and the brands that are
supporting the social and environmental
issues gets their attention
This example is K Santit (Pear) of
Lalamove collaborating with Bangkok
Breast Cancer month by giving out self-
check flyers with their deliveries
CSR ควำมรับผิดชอบต่อสังคม

10. Blendtec: https://youtu.be/rofgMueCOqo
Guerrilla Marketing กำรตลำดแบบกองโจร
Guerrilla marketing is
• Unique
• Surprising
• Humorous
• Memorable
กำรตลำดแบบกองโจร
• มีเอกลักษณ์
• คำดไม่ถึง
• ขำขัน
• น่ำจดจำ

11. B2B: Key Account Management
ธุรกิจสู่ธุรกิจ: กำรบริหำรควำมสัมพันธ์ลูกค้ำคนสำคัญ

12. Sales Funnel ช่องทำงกำรขำย

13. What your marketing calendar may look like annually
กำรวำงแผนกำรตลำดรำยปี

14. BOOST
AWARENESS
AND SALES WITH
SOCIAL MEDIA
AND ONLINE
PLATFORMS
เพิ่มยอดขำยด้วยโซเชียลมีเดียและแพลตฟอร์ม
ออนไลน์

15. CASE STUDY:
Ira creates skincare
products which
promote sustainable
beauty & lifestyle
ตัวอย่าง: แบรนด์ Ira เปิดตัวผลิตภัณฑ์ที่ส่งเสริม
ความงามและไลฟ์ สไตล์ที่ยั่งยืน

16. Chief Executive Officer ผู้บริหาร
Managing the overall operations and resources of a company
Formulating and implementing the strategic plan Participating
in industry-related that will enhance the CEO's leadership
skills, and the organization's potential for success.
Other Affiliations สมาคมอื่นๆที่เป็ นสมาชิก
Genius Academy 2021 Season 3 (Thailand Institute of
Scientific and Technological Research)
PowLaewDee The Creator 2020 Season 5
Sufficiency Economy Group of Thailand
WE-Can Women Entrepreneurs 2020
Thai-Canadian Chamber of Commerce
Brand DNA 2019 Season 4
Thailand Institute of Scientific and Technological Research
Thanida
Doltunyapornpakapob

17. 2016
Ira was born and
introduce our signature
mango with sticky rice
lip balm
Our Journey
2017
We are the first brand to
launch 100% bio-degradable
lip balm tube in Thai
Market. People recognize us
as eco-friendly skincare.
2018-2019
Ira wins an award of
best-selling lip balm on
Konvy.com and is sold
in modern trade all over
Thailand.
2020-Present
We are proud to continue
our sustainable beauty and
lifestyle philosophy and
also care more about the
root of ingredients in
Thailand to support local
community.
เส ้นทางของแบรนด์

18. Product Portfolio
Vegan Tinted Lip
Balm
Eco Lip Balm Tube
100%
Biodegradable
Natural Lip
Balm
สินค ้า

19. Product Portfolio
Today we only have lip care
products for sensitive skin but
we aim to extend product line
to personal care in the near
future.
Moisture Lock Lip
Gloss with
Enfleurage Oil
Holistic Lip Scrub &
Mask (Refillable)
ตอนนี้เรำมีแค่ผลิตภัณฑ์ดูแลริมฝีปำกสำหรับผิวแพ้ง่ำย
แต่เรำตั้งเป้ำที่จะขยำยไปสู่ไลน์ผลิตภัณฑ์ควำมงำมอื่นๆ
เร็วๆนี้
สินค ้า

20. Our products are
free from harsh
chemical
ผลิตภัณฑ์ของเราไม่มีส่วนผสมจากสารเคมี
Alcohol Free
Mineral Oil
Free Paraben
Free
Petroleum Free
Silicone Free
SLS/SLES Free

21. Our products are distributed through convenient stores and
drugstores all over Thailand
ผลิตภัณฑ์ของเรำวำงจำหน่ำยแล้วที่ร้ำนสะดวกซื้อและร้ำนขำยยำทั่วประเทศไทย

22. How Ira
started and
entered online
market
จุดเริ่มต ้นและการเข ้าสู่
ช่องทางออนไลน์

23. Don't wait for the perfect moment, take the
moment and make it perfect
อย่ำมัวแต่รอเวลำที่เหมำะสม
แต่จงทำให้เวลำที่เรำเลือกเองเป็นเวลำที่เหมำะสม

31. What social media platform is best for you?
Know Capacity รู ้จักศักยภาพตัวเอง Know Customer รู ้จักลูกค ้า
Know Technology รู ้จักเทคโนโลยี Know Platform รู ้จักช่องทาง
ช่องทางออนไลน์ที่เหมาะกับคุณคือ?

32. The E-COMMERCE industry is a force that
no entrepreneur can afford to ignore.
อุตสำหกรรม E-COMMERCE ที่นักธุรกิจไม่สำมำรถเมิน
เฉยได้

33. Market Entry
&
Launch in Thailand
By Brandnow.Asia
การเข้าสู่ตลาดและ
การวางขายในประเทศไทย

34. Market Entry & Brand Challenges:
การเข้าสู่ตลาดและความท้าทาย:
✓ In 2013, Grab was the 3rd ride-hailing app
to enter the Thai market after Uber and
Easy Taxi
✓ Prior to connecting with Brandnow.Asia,
Grab had been working with an event
agency for a few months to incentivize
downloads. We were advised that app
usage and completed rides remained low
✓ We reviewed the app and shared insights
on how the average Thai uses their
mobile data and also related that finding
and locating pins on maps are new for
the Thai consumers

35. Target Audience: B2C
กลุ่มลูกค้า: ธุรกิจสู่ลูกค้า
On the B2C side, the initial target audience for the app was too wide,
and required adjustments to address specific pain points for
identifiable customer segments to gain momentum and get traction
in the market. The first 3 segments were
✓ moms and babies/children who do not have a personal vehicle and they require a
door-to-door service for school, errands, shopping etc.
✓ safety for young female students with the share a ride feature via GPS when
traveling at night
✓ friends or family friends who are caregivers to a loved one and they require
regular transport to hospitals and clinics for regular medical attention

36. Target Audience: B2B
กลุ่มลูกค้า: ธุรกิจสู่ธุรกิจ
✓ GrabLife was a B2B
campaign that spotlighted
the life and career of taxi
drivers. The program
provided the benefits for Grab
member drivers, which on
their own are difficult to
attain: health and family
insurance, educational loan,
a micro-lending program

37. Recap of the Marketing Solution Mix
สรุปการผสมผสานกลยุทธ ์ทางการตลาด
✓ Strategy & advisory
✓ Market entry
✓ Seasonal and fun campaign creation to
personify and amplify the brand
✓ B2B Storyboard & film production
✓ Media relations
✓ Crisis management
✓ Blogger/vlogger management
✓ Localization & content seeding
✓ Partnership program and activation
✓ Continuous improvement

38. Results ผลลัพธ ์
We started working with Grab shortly after they
received their series A funding. As we collaborated,
the brand grew and was successful in securing
their series D. Grab gained market share and
became the dominant app for the ride-hailing app.
The brand expanded its services to include other
logistic services and today it continues to add
services such as e-wallet, lending, and grocery
delivery, to grab a hotel room.
Recently, Grab was listed on Nasdaq

39. We are very impressed with the Brand Now
team’s dedication and professionalism as our
public relations firm. They exceeded our
expectations- they go above and beyond to
continuously help our social enterprise
achieve our goals. We are happy to continue
working with them to further expand Grab’s
position as a market leader in Thailand.
Nina Teng
Public Affairs and Regional Business Development Head
at Grab

40. Sample Marketing Program Mindmap
ตัวอย่ำงแผนผังโปรแกรมกำรตลำด

41. LinkedIn
YouTube
Facebook
If we can be of service, please message us
Brandnow@brandnow.asia
www.brandnow.asia
+662 105 4217