american chamber of commerce in azerbaijan branding & marketing process
Post on 25-Feb-2016
23 Views
Preview:
DESCRIPTION
TRANSCRIPT
American Chamber of Commerce in Azerbaijan Branding & Marketing Process
1. Unclear Vision
2. Lack of Direction (2nd Director in three years)
3. Lack of Confidence by Stakeholders
4. Stagnant Growth (See #3)
5. Single Revenue Source (Dutch Disease Risk)
6. Insufficient Revenue base for Expenses (over-commitment for physical location)
7. Tarnished Reputation
8. Need to Re-Build Goodwill
• Articulate and Establish Vision:“AmCham … the Premier
Business Advocacy Group in the Caucasus”
• Define Mission:“To Secure a Level Playing
Field for American Business in
Azerbaijan”
• Develop Objectives to Achieve Mission and Realize Vision:
1. Display HonestyRebuild goodwill by re-establishing relationships
2. Build CredibilityGive Members a reason to support (cart/horse); don’t expect support in order to be credible
3. Act with IntegrityEveryday: Find ways to keep promises and build successes
4. Project InvincibilityBuild alliances that can challenge the status quo of corruption and make a difference for business
•Meet with every member individually at their business; listen, apologize, agree to move forward proactively•Develop channels to keep Members
and prospects informed of actions , wins, and successes. Publish and share widely in print and E-news •Highly Publicize Member Only Events•Photograph every event and display,
publish, share who has influence•Create Member only resources:
National Salary Survey, White Papers•Upgrade Luncheons with High Level
Speakers to be viewed as prime networking and government face time• Establish Business-Gov’t Working
Groups in each sector•Create visual campaigns to keep logo
and name visible and connected to success, high level officials• Sponsor business development events,
higher visibility at Trade shows• Joint briefings with Congressional
Delegations- host exclusive Member Only meetings •Host Charity (Social Responsibility)
Events with high profile guests for Members•Create showcase events for Members•Ally with US Embassy and foreign
Embassies to gain entrée to gov’t meetings for Members•Go To bat for Members: White Paper
on Corruption•Upgrade website - more interactive,
be available•Use media to call out unfair practices
for Members (Tax collector bribes, advance payments)•Develop regional Caucasus wide
Alliance of AmChams for leverage
ISSUES & CHALLENGES: BRANDING & MARKETING
With Brand fundamentals agreed, Phase II is the launch of marketing campaigns to increase support/revenue
Price: What will Members pay?Product: What is the AmCham “product “worth? Promotion: What channels can AmCham use effectively? Place: What is AmCham’s place in the business market?
Before… During…
American Chamber of Commerce in Azerbaijan Branding & Marketing Results
Media tone is positive; successes are well known; growth indicates a win for credibility goal; high level officials are a win for invincibility goal
Positive Yearly Growth 6 Years Running
1.AmCham Board with US Ambassador Escudero (L)
2.AmCham Dir. with Minister of Ecology & Nat Resources (Ctr)
3.Azerbaijan President Aliyev with US Ambassadors Mann, Harnish, and Escudero at 2004 AmCham Oil & Gas Trade Show booth , being given AmCham gift plate (R)
AFTER…
Branded Visibility
AmCham White Paper -delivered to the President
on National Television
top related