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The 11th Mansmith Young Market Masters Summit

September 8, 2016 (Thursday), RCBC Theater, Makati City


Session 3:

STAY RELEVANT:
Winning in Multiple Segments Via Integrated
Marketing Communications
Presented By: Sep Cimafranca
Regional Marketing Manager Sensodyne (South East Asia)
GSK Consumer Healthcare, Singapore
What is Integrated Marketing
Communications (IMC)?

an approach to
creating a unified and
seamless brand
experience for
consumers across
channels
- Principles: Focus,
Continuity,
Consistency, Clarity
What Are the Benefits of Using an
IMC Approach?

Synergy
Message Cut-Through
Awareness & Identity/Differentiation
Cost & Time Efficiency
Enhanced Customer Trust & Relationships
Brand and Financial Health
What are the 7 Steps to Create a
Successful IMC?
1. Clearly understand your target audience
For example: Income, Religion, Family size, Occupation, Gender,
Demographic:
Race, Generation
Geographic: For example: School district, Neighborhood, Employer, City
For example: Pet owners, Lifestyle seekers, Friends/family in the
Psychographic:
neighborhood
Purchase Barriers:
I havent heard of it
Im not looking for it
I cant find it
I dont want or need it
I dont want to change my brand
I dont understand why it is different
I dont believe it
I dont understand how to use it
I get the same benefit with X
I dont know which one is right for me
I dont think its worth the price
What are the 7 Steps to Create a
Successful IMC?
2. Pick your channels wisely
- Be ruthless in selecting or
omitting channels; concentrate
on more effective channels
versus trying to be everywhere

x% x%
Dentist Rec Write on x%
shopping Looked
Reg appt. for STP
list brand to
navigate

x%
Searched x%
x% online Read
See ad Pack
or read
an x%
article Talked
to a x%
friend Look at pack to
make sure it
caters for ST
What are the 7 Steps to Create a
Successful IMC?
Sensodyne Calpol

3. Have a consistent look


- Everything should look as
if it came from the same
brand/company
- Drive visual identity
Panadol Physiogel
(logo, brand cues, design,
look & feel, photography,
graphics, colors, fonts,
etc)
What are the 7 Steps to Create a
Successful IMC?
What are the 7 Steps to Create a
Successful IMC?
4. Create clear, consistent and compelling content that can
easily be adapted towards different touch points
CLEAR Not confusing. Less is more.
COMPELLING Sparks interest, affinity and engagement.
CONSISTENT Consistency is key regardless of channel

Create a future where Fight the 5 signs of damaged hair Empowers women to fully
every life is sensitivity with 1 solution participate in Life
free
What are the 7 Steps to Create a
Successful IMC?
What are the 7 Steps to Create a
Successful IMC?
5. Ensure messaging is integrated with your goal
- Ensure each element of your marketing campaign is integrated
with your ultimate target/goal. Be concise and specific.
- Examples: sign up to email list, visit brand website, opt in for
educational content, follow you on social media, attend an event,
contact us, find out more, etc

Subscribe Make an
Call Now
Now Appointment

Download Comment
Join My List
Today Below
What are the 7 Steps to Create a
Successful IMC?

6. Ensure all marketing cross-


functional teams/agencies
are working in sync
- Ensure all members are on
the same page, consistent
campaign across all key
touch points, adherence to
company/brand standards
- Have a key point person to
monitor and coordinate
team efforts
What are the 7 Steps to Create a
Successful IMC?
7. Track & Refine Your Performance
- Identify clear campaign KPIs to measure and track regularly
- That which gets measured, gets managed.
- Key KPI Examples: Brand health & equity, consumption, brand
saliency, financial health, execution KPIs, etc
Sensodyne Enjoy Without Ngilo IMC to
Drive Category Relevance of Sensitivity
Thank you!
The Agile Marketer
Building marketing campaigns around current events

Cholo Perreras
Senior Product Manager, McDonalds
Our brief:
How can we be part of the Main Event.
DIGITAL
DISRUPTION
From consumers
as Spectators
From consumers
as Spectators

To consumers
as Creators.
Marketing is a
2-way conversation.
Events are conversations.
Events are conversations.

More and more conversations


happen spontaneously over time.
Marketing today
Demands an Agile Mindset.
McDonalds Agile Content Framework

PREDICTABLE

EVERYDAY CAMPAIGN
Planned content based Planned content based
on calendar events and on reactions on current
contextual situations campaigns

ALWAYS ON EVENT

RESPONSE LIVE
Unpredictable events the Reactive content based
brand needs to react to on scenario planning in
live events

UNPREDICTABLE
LIVE

#MCTOLLBOOTH

Making a Brand Statement. Real-Time.


24 gifts of joy. In 24 cities. Over 24 hours.
CAMPAIGN

LUCKY DRIVE

Encouraging Participation. Agile communication.


EVERYDAY
RESPONSE
Agile Content allows us to join
everyday relevant conversations.
Making
Agile Marketing
work
It starts with a Mindset Change.
Marketing

still matter.
Learn to
Listen

Invest in agility.
Collaborate.
Plan for Scenario A.

But prepare for Scenario B, C, D, E


Progress over
Perfection.
The Agile Marketer
Building marketing campaigns around current events

Cholo Perreras
Senior Product Manager, McDonalds
ENGAGING THE MILLENNIALS:
HOW OLD BRANDS CAN WIN THE YOUNG
GRETCHEN KING
SR. BRAND MANAGER
DATU PUTI
ENGAGING THE MILLENNIALS

WHO ARE THEY?


Born 1980-2000
1/3 of Philippine Population
Digital Natives
Desire to change the world
Invincible. YOLO!
ENGAGING THE MILLENNIALS

WHATS NEW WITH THEIR GENERATION?


Consumption
Patterns

Values
HOW NOW DO WE MARKET TO
THIS NEW GENERATION?
BUILD RELATIONSHIPS WITH YOUR BRANDS
ENGAGING THE MILLENNIALS

BE WHERE 6+
THEY ARE: Hours a day with digital

ONLINE

3.3 Hours a day on mobile


content
ENGAGING THE MILLENNIALS

PARTICIPATION
COLLABORATION
CO-CREATION
ENGAGING THE MILLENNIALS

ENTERTAIN.
NO HARD SELL
ENGAGING THE MILLENNIALS

INFLUENCE
THRU PEERS
ENGAGING THE MILLENNIALS

CREATE AN
EXPERIENCE
CASE STUDY

DATU PUTI PARES CAMPAIGN


Scenario:

Datu Puti best known for Vinegar while Soy Sauce lagged
behind.

Vinegar & Soy Sauce are high penetration, low involvement


categories.

Best known for mukhasim which was used online in comical


satire.

Challenge: Breathe life back into Datu Putis brand image while
strengthening Soy Sauce sales thru systems-use.
CASE STUDY

DATU PUTI PARES CAMPAIGN


1. Talked to a new market

2. Entertain & appealed to


the Pinoys fervour for
love teams, food & music.

3. Characterised the best


Pares of Vin & Soy
hinged on the joys &
killings of finding your
perfect match.
CASE STUDY

DATU PUTI PARES CAMPAIGN


PARTICIPATION BE WHERE
ENTERTAIN. COLLABORATION THEY ARE: CREATE AN
NO HARD SELL CO-CREATION ONLINE EXPERIENCE
CASE STUDY

DATU PUTI PARES CAMPAIGN RESULTS


1. Soy Sauce matched Vinegar sales
2. Achieved highest market share for Soy
Sauce
3. Top 10 Catchiest Jingles
4. +300k new fans during the campaign
5. 23% Engagement scores during campaign
6. More than 2M organic views of the videos
7. More than 30 cover song entries
8. 20K downloads of the Harana App
9. 81% active users
10. Datu Puti now being talked about.
ENGAGING THE MILLENNIALS

KEY TAKEAWAYS:
Get to know them & how they use or relate to your brand

Understand & speak to their values: Happiness, Passion,


Diversity, Sharing, & Discovery

Understand their lifestyle & experiences, and amplify them

Make them feel involved & not just marketed to.


PEOPLE CHANGE.

So should the way we market.


THANK YOU!
ENGAGING THE MILLENNIALS:
HOW OLD BRANDS CAN WIN THE YOUNG
Sources:
millennialmarketing.com
future cast millennial mindset report
forbes.com: inside the millennial mind
Deloitte 2015 millennial survey
Moosylvania Millennial Study