"UNPACKED" is a series of work developed but which never saw the light of day, or was work developed long ago. All content has been edited to remove sensitive client data/information/proposals where necessary.
But why? "UNPACKED" is based on the belief that, like books, the true value of content is manifested only when it's for public benefit, rather than kept in private - on shelves or buried in one's digital device.
This slide deck specifically was created to help inspire the development of new marketing ideas within the automotive space. However, as some of the best ideas happen through cross-pollination across categories, you may very well find this useful for ideation in a non-automotive category.
Toms SWOT presentation created as a joint effort by classmates of Professor Richmond's Social Media Marketing class of Florida International University.
Ford ran a superb campaign around societal issues and encouraged everyone to relook at those issues with a fresh perspective. Read about this campaign here - https://www.anandanpillai.com/ford-discovermoreinyou-campaign/
Toms SWOT presentation created as a joint effort by classmates of Professor Richmond's Social Media Marketing class of Florida International University.
Ford ran a superb campaign around societal issues and encouraged everyone to relook at those issues with a fresh perspective. Read about this campaign here - https://www.anandanpillai.com/ford-discovermoreinyou-campaign/
This was a talk given at UXFest in Boston, Oct 1, 2013.
UX: The New Brand Order
Customers remember experiences, not your logo. We will discuss the shift in user experience as the lead role in defining and expressing brand in a company. We will explore and demonstrate the economic relationship between brand and experience. We will also discuss the sometimes adversarial issues that come between those on the branding side and those on the user experience side. We will discuss case studies from the speaker's personal experience with Coca-Cola, American Airlines, Merrill Lynch and SeaChange International. We will then present a six step roadmap to achieve success in this New Brand Order.
Mercedes-Benz IMC Marketing Campaign by Miles MinnaarMilesMinnaar
An IMC Marketing Campaign I created for my introduction to advertising class I took in 2020. Special thanks to Barry Smith, my professor, for teaching me.
Remodista RetailSource Paper - Mobile Conversion MadnessRemodista
An Executive Snapshot on Improving Mobile Conversion Rates - Our interactive team of experts gathered collaborative research and analysis focused on improving mobile conversion rates with customers who are seeking transactional experience on their mobile device.
Honored as a SlideShare, "Top Presentation of the Day." We launched an "ambush marketing" campaign during the 2014 World Cup which included promotion of two pieces of primary content that fed smaller "bite sized" pieces of content for our omni-channel marketing campaign. All content and creative completed personally by me without the use of copywriters or designers.
It’s quite common for luxury brands to apply their strong branding values of exclusivity and differentiation to the online space. However, these values are often applied at the expense of user experience...
*PLEASE NOTE THIS IS A MOCK CAMPAIGN* This presentation is not affiliated with Yamaha Watersports. This is a student presentation to Yamaha as part of our coursework.
This campaign was created by my group for the University of Florida's capstone senior advertising class. We presented this to Yamaha Watercraft in which we show how we would accomplish our goal of raising awareness by 20% amongst Millenial Males for the new entry-level Yamaha WaveRunner. It has a special focus on guerilla and social media marketing techniques as well as public relations. It also includes a niche market of military Millenial males, in which we based our creative around.
This talk to the Smart Insights 2013 Marketing Priorities summit by user experience consultant Paul Rouke featured a review of major and subtle persuasion tips & techniques which positively affect user behaviour. It also included live examples of where brands are combining different techniques to enhance the influence on user behaviour.
#ALLINtegrated - Yosi Heber - ¿Estrategias Multicanal? Descubri las más efect...amdia
Revolutionize Your Existing Marketing By Integrating Mobile/Social/Web! 10 Strategies & 24 Case Studies.
Yosi Heber, Founder & President de Oxford Hill Partners, en #ALLintegrated, by amdia. www.amdia.org.ar/allin
This was a talk given at UXFest in Boston, Oct 1, 2013.
UX: The New Brand Order
Customers remember experiences, not your logo. We will discuss the shift in user experience as the lead role in defining and expressing brand in a company. We will explore and demonstrate the economic relationship between brand and experience. We will also discuss the sometimes adversarial issues that come between those on the branding side and those on the user experience side. We will discuss case studies from the speaker's personal experience with Coca-Cola, American Airlines, Merrill Lynch and SeaChange International. We will then present a six step roadmap to achieve success in this New Brand Order.
Mercedes-Benz IMC Marketing Campaign by Miles MinnaarMilesMinnaar
An IMC Marketing Campaign I created for my introduction to advertising class I took in 2020. Special thanks to Barry Smith, my professor, for teaching me.
Remodista RetailSource Paper - Mobile Conversion MadnessRemodista
An Executive Snapshot on Improving Mobile Conversion Rates - Our interactive team of experts gathered collaborative research and analysis focused on improving mobile conversion rates with customers who are seeking transactional experience on their mobile device.
Honored as a SlideShare, "Top Presentation of the Day." We launched an "ambush marketing" campaign during the 2014 World Cup which included promotion of two pieces of primary content that fed smaller "bite sized" pieces of content for our omni-channel marketing campaign. All content and creative completed personally by me without the use of copywriters or designers.
It’s quite common for luxury brands to apply their strong branding values of exclusivity and differentiation to the online space. However, these values are often applied at the expense of user experience...
*PLEASE NOTE THIS IS A MOCK CAMPAIGN* This presentation is not affiliated with Yamaha Watersports. This is a student presentation to Yamaha as part of our coursework.
This campaign was created by my group for the University of Florida's capstone senior advertising class. We presented this to Yamaha Watercraft in which we show how we would accomplish our goal of raising awareness by 20% amongst Millenial Males for the new entry-level Yamaha WaveRunner. It has a special focus on guerilla and social media marketing techniques as well as public relations. It also includes a niche market of military Millenial males, in which we based our creative around.
This talk to the Smart Insights 2013 Marketing Priorities summit by user experience consultant Paul Rouke featured a review of major and subtle persuasion tips & techniques which positively affect user behaviour. It also included live examples of where brands are combining different techniques to enhance the influence on user behaviour.
#ALLINtegrated - Yosi Heber - ¿Estrategias Multicanal? Descubri las más efect...amdia
Revolutionize Your Existing Marketing By Integrating Mobile/Social/Web! 10 Strategies & 24 Case Studies.
Yosi Heber, Founder & President de Oxford Hill Partners, en #ALLintegrated, by amdia. www.amdia.org.ar/allin
For my DMBA Business Models and Market Insights courses, my team worked with Mahindra, one of India’s largest companies, and the CEO of their US subsidiary GenZe. We were tasked with helping leadership better understand their target customers while uncovering additional revenue streams and channeling opportunities for a new electric scooter they had designed for the college market.
Gain Perspective About How Strong Brands Make More Money
The third issue of Perspectives, Millward Brown’s quarterly publication, is now available to download on iPad and as a PDF, or view online. Read an advance excerpt from The Meaningful Brand, the new book by Nigel Hollis available later this month from Palgrave Macmillan.
If you missed the previous issues, don’t miss this one. In addition to the exclusive preview from The Meaningful Brand - How Strong Brands Make More Money, it’s full of valuable content about the smartphone wars, effectively repurposing TV ads for online use, and what marketers are learning from neuroscience.
Effects of advertising on consumer behaviourAnikesh0123
Project on Effects of Advertising on consumer behavior and such includes:
* Introduction to Advertisement
* Advertisement and its Kinds
* Detail Studies
* History of Advertisements
* Effects of Advertisements
* Pros and Cons of Advertisement
* Case Studies on Pepsi and Nike
Reporte de las mejores "Marcas Globales", de acuerdo a la investigación y metodología de INTERBRAND. En el estudio se puede comprobar, con facilidad, como el Marketing practicado por estas empresas es el principal responsable de los resultados.
Similar to UNPACKED: 11 Unthink Marketing Tips (to inspire marketing strategy and ideas) (20)
It all started from a simple question: “How come brands don’t do more artistic collaborations?”
This compilation was developed to bridge between art and the commercial storytelling that brands, creative and media agencies, so often find themselves needing to tell, and as a creative/idea thought starter.
Read on to see how the diverse, significant creative talents both inside and especially outside of the traditional creative/media agency ecosystem can benefit your brands.
[Part 1 of a future series] It all started from a simple question: “How come brands don’t do more artistic collaborations?”
This compilation was developed to bridge between art and the commercial storytelling that brands, creative and media agencies, so often find themselves needing to tell, and as a creative/idea thought starter.
Read on to see how the diverse, significant creative talents both inside and especially outside of the traditional creative/media agency ecosystem can benefit your brands.
14 Expert Tips on Writing an Effie-Winning SubmissionAlex Goh
We asked members of the jury of the Effie Malaysia 2014 this one question: What is the ONE Advice you would give to someone writing his/her 2015 Effie submission?
Understanding Strategic Planning: What would you ask?Alex Goh
So lets say you wish to amp up your understanding on strategic planning. Now imagine you could ask a fellow Planner anything - what would you ask? The above is a compilation of 4 questions - from one Planner to another.
But it's but ONE way of answering those questions. How would you have answered differently?
Be it an alternative answer, or a new question, feel free to drop a comment below (or start your own Q&A) and see what kind of conversation ensues.
11 Unforgettable Lessons on Advertising From an ArchitectAlex Goh
(This is the last part of what is a 4-part series.)
Note: I'm not an Architect.
Content within this deck was discovered on a trip to Athens, Greece where I stayed at the home of an architect. Amongst the hundreds of books he had, I chanced upon this gem - "Letter to a Young Architect" - which I've collated and will share with you here.
Contained within that book was the author's life learnings, to be handed down to future architects. But what surprised me was that, on every page, each of those learnings could be directly applied to advertising as well. And such good lessons they were that I felt compelled to keep a record of those lessons, for my own learning and to share with others.
Hope it's as eye-opening for you as it was for me. Enjoy!
Part 1 (On Advertising 101): http://slidesha.re/1g0ao0c
Part 2 (On finding inspiration): http://slidesha.re/OqHGxV
Part 3 (On overcoming challenges): http://slidesha.re/1hLOT4g
This presentation was made to students and advertising interns interested to consider the career path of a Strategic Planner. Also included within this slide deck are my speaking notes as many off-slide points were also made.
12 Powerful List & Acronyms for Marketing & AdvertisingAlex Goh
I consider this my "strategy cheat sheet." This is a compilation of 12 list/acronyms that have been useful as “thinking frames." It has helped me to clarify, to provide focus and in general, to ensure thoroughness of thinking when developing communications strategies - be it for general communications or specific to areas such as content and digital marketing.
9 Tips to Overcome Challenges in Advertising, From an ArchitectAlex Goh
(This is Part 3, of what is a 4-part series.)
Note: I'm not an Architect.
Content within this deck was discovered on a trip to Athens, Greece where I stayed at the home of an architect. Amongst the hundreds of books he had, I chanced upon this gem - "Letter to a Young Architect" - which I've collated and will share with you here.
Contained within that book was the author's life learnings, to be handed down to future architects. But what surprised me was that, on every page, each of those learnings could be directly applied to advertising as well. And such good lessons they were that I felt compelled to keep a record of those lessons, for my own learning and to share with others.
Hope it's as eye-opening for you as it was for me. Enjoy!
Part 1 (On Advertising 101): http://slidesha.re/1g0ao0c
Part 2 (On finding inspiration): http://slidesha.re/OqHGxV
11 Tips on Finding Inspiration for Advertising, from an ArchitectAlex Goh
Now improved with video references!
(This is Part 2, of what is a 4-part series.)
Note: I'm not an Architect.
Content within this deck was discovered on a trip to Athens, Greece where I stayed at the home of an architect. Amongst the hundreds of books he had, I chanced upon this gem - "Letter to a Young Architect" - which I've collated and will share with you here.
Contained within that book was the author's life learnings, to be handed down to future architects. But what surprised me was that, on every page, each of those learnings could be directly applied to advertising as well. And such good lessons they were that I felt compelled to keep a record of those lessons, for my own learning and to share with others.
Hope it's as eye-opening for you as it was for me. Enjoy!
To see Part 1 on "12 Lessons on Advertising 101 From an Architect ", go to: http://www.slideshare.net/AlexGoh1/12-basic-lessons-on-advertising-from-an-architect-advertising-101
12 Lessons on Advertising 101 From an Architect Alex Goh
(This is Part 1 of 4)
Note: I'm not an Architect.
Content within this deck was discovered on a trip to Athens, Greece where I stayed at the home of an architect. Amongst the hundreds of books he had, I chanced upon this gem - "Letter to a Young Architect" - which I've collated and will share with you here.
Contained within that book was the author's life learnings, to be handed down to future architects. But what surprised me was that, on every page, each of those learnings could be directly applied to advertising as well. And such good lessons they were that I felt compelled to keep a record of those lessons, for my own learning and to share with others.
Hope it's as eye-opening for you as it was for me. Enjoy!
UNPACKED: The 4 Types of Endorser StrategiesAlex Goh
"UNPACKED" is a series of client work developed long ago, or work that never saw the light of day. All content has been edited to remove sensitive client data/information/proposals where necessary.
Why "UNPACKED"? It's based on the belief that, like books, the true value of content is manifested only when it's for public benefit, rather than kept in private - on shelves or buried in one's digital device.
This slide deck (an excerpt from a fuller strategic deck) specifically was created to help frame the different ways a brand can pursue the use of a personality/celebrity.
Strategies explored here is of course by no means exhaustive; but merely a point-of-view and an attempt to capture the most common strategies applied.
10 Things I Learned On Advertising In An Art GalleryAlex Goh
"Get Insight the Gallery" is a compilation of 10 lessons, on advertising, that dawned on me as I made my way through the pieces found in the New South Wales Art Gallery and the Museum of Contemporary Art, Sydney.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
2. Strategic Opportunities
Page 2
We travelled the world. And studied various categories.
For the best learnings.
United States
United Kingdom
Canada
Malaysia
Australia
Bahrain
1. Evolving buying behavior 2. Nurturing brand community 3. “Service” layer to products
Japan
3. 1. Responding to evolving car shopping behavior.
Page 3
Online and social media are key information sources:
• 82% visits at least 6 websites pre-purchase
• 59% rely on social media
• Only 20% of shoppers buy the first vehicle they research*
INSIGHT
Source: Accenture Automotive Survey 2013, Malaysia; *“Constant Consideration: Brand Choice on the Path to Vehicle Purchase”, 2013, Google Think Insights
On content marketing – interest first,
product second.
Seek-and-respond – Brand as an
active participant of online
conversations.
Defining a brand 3rd space – between
the online space and dealerships.
ENTRY-POINTS
4. Page 4
On content marketing – interest first, product second.
1. Responding to evolving car shopping behavior.
How Chevrolet got
millions to see the
new Chevrolet
Sonic in just days.
5. Page 5
Defining a brand 3rd space – between the online space and dealerships.
1. Responding to evolving car shopping behavior.
How State Farm
bank brought the
“personal” back
to banking.
6. Page 6
Seek-and-respond – Brand as an active participant of online conversations in
relation to the brand and its products.
1. Responding to evolving car shopping behavior.
How Gatorade
humanised the
brand for social
media.
7. 2. Increasing brand stickiness by nurturing the
brand community.
Page 7
Tapping into the “pass-around-power of everyday people” by creating
opportunities for the emergence of “remark-able” brand stories.
INSIGHT
Identify and managing the brand’s
most influential brand fans and
owners.
Design and define a suite of owner
lifestyle privileges and experiences.
Adoption of the concept of
“relationship managers”/brand
concierge.
ENTRY-POINTS
8. Page 8
Identify and managing the brand’s most influential brand fans and owners.
2. Increasing brand stickiness by nurturing the
brand community.
How Nike made it
not-about-selling-
shoes.
Clockwise from top-left: Nike Human Race, Global Ekiden Relay, “Help for Haiti” Run
and Niketown Runners
9. Page 9
Identify and managing the brand’s most influential brand fans and owners.
2. Increasing brand stickiness by nurturing the
brand community.
How Nike made it
not-about-selling-
shoes.
10. Page 10
Design and define a suite of owner lifestyle privileges and experiences.
2. Increasing brand stickiness by nurturing the
brand community.
How O2 did more,
with less.
11. Page 11
Design and define a suite of owner lifestyle privileges and experiences.
2. Increasing brand stickiness by nurturing the
brand community.
How O2 did more,
with less.
12. Page 12
Design and define a suite of owner lifestyle privileges and experiences.
2. Increasing brand stickiness by nurturing the
brand community.
How Scotiabank
did more, with
less.
13. Page 13
Design and define a suite of owner lifestyle privileges and experiences.
2. Increasing brand stickiness by nurturing the
brand community.
How O2’s owner
privileges
program did more
than provide
discounts.
14. Page 14
Adoption of the concept of “relationship managers”/brand concierge.
2. Increasing brand stickiness by nurturing the
brand community.
How Lincoln
intends to
revolutionize
service in the auto
industry.
15. 3. Augmenting the “service” layer to products.
Page 15
Rising complexities to compare on product features – now, the little things
count. Even product brands could benefit from a dose of “hospitality.”
INSIGHT
Adding on a greater level of certainty
to the total cost of ownership.
Innovating after-sales for greater
convenience & simplicity for owners.
Finding opportunity in separating the
sale of “ownership” vs. “access.”
ENTRY-POINTS
Innovating the test drive experience.
Taking the leadership stance through
a better designed product education
effort.
16. Page 16
Innovating the test drive experience.
3. Augmenting the “service” layer to products.
How Ford gave
test drives a new
spin.
17. How Chevrolet is
unifying its
“responsible”
product education
initiative.
Page 17
Taking the leadership stance through a better designed product education effort.
3. Augmenting the “service” layer to products.
18. How Starbucks
integrated
education into the
buying
experience.
Page 18
Taking the leadership stance through a better designed product education effort.
3. Augmenting the “service” layer to products.
19. Page 19
Finding opportunity in separating the sale of “ownership” vs. “access.”
3. Augmenting the “service” layer to products.
How companies
are coming up to
cater to the idea of
“fractional
ownership.”
20. How UK auto
brands helped
customers avoid
servicing “bill
shocks.”
Page 20
Adding on a greater level of certainty to the total cost of ownership.
3. Augmenting the “service” layer to products.
21. How Perodua
uses after-sales to
strengthen
customer affinity.
Page 21
Innovating after-sales for greater convenience and simplicity for owners.
3. Augmenting the “service” layer to products.
22. Now, go be the
best version of you.
By Alex Goh,
Associate Strategic Planning Director,
M&C Saatchi, Kuala Lumpur.
alex.goh@mcsaatchi.com.my
UNPACKED:
11 Unthink
- AUTOMOTIVE -
Marketing Tips
Editor's Notes
To enable the brand to take the leadership stance in the automotive segment.Categories: Automotive, Finance, Sports, FMCG, Telecommunications, F&B, Entrepreneurship
Chevrolet – OK GO: http://youtu.be/MejbOFk7H6c
IDEO/State Farm: “Next Door” Like cars, financial products tend to see a very long gap between intent and action (purchase/subscription)A pilot project - positioned as a free financial advisory centreProvides financial coaching in a “no-cheesy-sales-pitch” environmentTakes a leadership stance within the consumer’s buying cycle by prioritising the building of trust/relationship over the building of product understandingConcept features: Café area, a main lounge, a smaller “creative” area,community chalkboard calendar that promotes all kinds of monthly events, 2 conference rooms with flat-screen TVs and whiteboard wall dividers
O2 Priority Moments and supporting small businesses: http://youtu.be/9Iy_ipd4Aas
Relationship Managers/Brand ConciergeAlternative to retraining all service staff within the brand ecosystem: Among owners, to introduce a brand layer between dealers and customers (in the same way that relationship managers are assigned to “high net worth” customers in banks)The automaker has partnered with Les Clefs d’Or (pronounced “lay clay door”), the international professional organization of luxury hotel concierges.The treatment will include 24-hour online concierge service for Lincoln shoppers and ownersThe online interaction will include guided walkthroughs of new Lincoln models and services as well as comparisons with rival luxury models. Lincoln will create personalized portfolios for buyers that they can access on their laptop, iPad or smart phone (customers then can opt to share their profiles with dealers)The little things: Celebrating ownership anniversaries
Google search: “Ford Focus Gamified Test Drive”
ECOLOGIC – Auto Environmental LabelAll vehicles sold in the United States will have Ecologic environmental labels on the windowsEach claim on the Chevrolet-created labels is audited by Two Tomorrows, an independent third-party sustainability agency that provides auditing and assurance services to companies for environmental initiatives.
STARBUCKS ESPRESSO JOURNEY, by NENDODesigned like a library, where customers ordered drinks by taking books to the counter Nine different drinks, represented by nine different booksCustomers were invited to read about different types of coffee from the cover sleeves of the otherwise empty books, before exchanging one at the counter for a corresponding drink.Opened for 3 weeks
“Own Mutually” is a new platform, with an emphasis on users sharing items they’d like to part-own through their social networks in order to encourage their friends to join them – with the company playing a role in managing the process of joint ownership.
FIXED PRICE SERVICE PLANSVarious mileage vs. time packages / age of car (new vs. second-hand)Includes parts, labour and VATKey benefit: Transparent pricing and the option to include the cost of servicing in the finance payment (or alternatively to pay a lump sum, or spread the cost with monthly direct debit payments)Volkswagen Australia just started to introduce this scheme in Australia to address the common perception that its servicing is expensiveServicing every 15,000km or 12 monthsPrices locked for 6 years