[marcha 2013] decode marketing challengers 2013

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THE ART OF MAKE BELIEVETHE ART OF MAKE BELIEVE

Friday, November 8, 13

Tài liệu thuộc bản quyền của AiiMThe content in this document is AiiM's property.

NGUYỄN VIỆT DŨNG

6 năm kinh nghiệm trong Advertising & Digital

Business Director & Lecturer tại AiiM

Former Digital Planner tại Climax Agency

Founding member of Toiyeumarketing.com

WHO’S SPEAKING?



CONTENT

PART 1: WHY WE ARE HERE?

PART 2: TRUTH WELL TOLD

PART 3: 3 THINGS TO REMEMBER


WHY WE ARE HERE?



DECODE “MARKETING CHALLENGERS”

Marketing Challengers is a contest which provides students with the opportunity to cooperate on a real-life marketing case and develop an IMC plan for a brand of the sponsoring company.

Think Marketing

Define marketing challenges come from the consumer’s perception

Do Communication & Don’t (Product/Place/Price)

Fix them with communication:

+ Define current behavior and current perception.

+ Find powerful insight to convert consumer to “desired response”

+ Come up with a brilliant idea to provoke action



DON’T SKIP THE HARD PART: SELL



FROM THIS CONTEST

“...We want to look for the ones who can change the world to be better place and

create value for brand at the same time” - mr. Son Tran, CEO of Tiki.

“...Because the people who are crazy enough to think they can change the world,

are the ones who do.” - Apple Inc.


TRUTH WELL TOLD



“THE ONLY STRATEGY CONSUMER EXPERIENCES IS EXECUTION”A.G LAFLEY - CEO, President and Chairman of the Board, P&G


3 THINGS TO REMEMBER



1. DO YOUR “HOMEWORK”

Observe, listen, ask consumer. Experience yourself. Do prototype.

“Vào rừng, đừng đi sở thú”



2. BEGIN WITH THE END IN MIND

Always come back to the brief: desire response, problem, brand

“WHY we are doing WHAT we are doing?”



3. SPEND TIME WITH THE CRAFT

Translate your idea into irresistible creative work.

“If it doesn’t SELL, it isn’t CREATIVE enough”


THANK YOUAiiM - Marketing Communication Skills Training Center

Head office: 232 Cao Thang, District 10, HCMC (Ground floor)Campus 2: 152 Nguyen Van Thu, Da Kao ward, District 1, HCMC

Tel: +84 (8) 3979 8331 - 3979 8332www.aiim.edu.vn facebook.com/AiiM.Education


http://www.aiim.edu.vn

http://www.aiim.edu.vn