maximizing marketing strategies in a slowing economy · maximizing marketing strategies in a...
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Maximizing Marketing Maximizing Marketing Strategies in a slowing Strategies in a slowing
economyeconomyPresented by Roger Presented by Roger KerkKerk
14 August 200814 August 2008
•• PreludePrelude•• Antidote for Slowing Antidote for Slowing
EconomyEconomy•• WhatWhat’’s Hot?s Hot?
WhatWhat’’s s Ahead?!Ahead?!
Accidentally started Armstrong in 2000Accidentally started Armstrong in 2000
PreludePrelude
Cap Lang
Some of my passed love…
about 4 months ago
Merged with Krakatua: ICOM
Who is Krakatua: ICOM?www.krakatua.comStarted since 1994Staff Strength: 40
Who am I?
I am just a businessman, a Chinaman to be exact
Specialized in Marketing Execution, Training and Coaching
Marketers are faddish, irresponsible, … don’t think like business people …more akin to a recalcitrant child …
McKinsey CEO/CMO Survey
I donI don’’t have all the answerst have all the answersjust sharing experiencejust sharing experience
How many of you are here because you think that the economy is slowing or already slow?
How many of your company is already affected by the economy?
All the case studies, to be presented today, happened during or post an economy slowdown in the 80s and 90s.
Case 1 - Caltex Rank & Win 1998
Promotion Results
• First indemnified contest in Malaysia• 10 million instant redemptions redeemed• Instant prizes were out of stock• 3 million contest forms collected• 3 office lots were rented for storage of the
contest forms
Promotion Results (2)
• Two weeks of traffic jam at the post office• More than 1,000 winners• Caltex was the only other petrol
companies that achieved positive annual market growth (+2%).
Antidote for slowing economy
Change your “Lifestyle”!
How?!
Get more for your Get more for your advertising expensesadvertising expenses
Reduce Ad size Reduce Ad size but add frequencybut add frequency
Reduce frequency Reduce frequency increase creativityincrease creativity
Explore new mediumExplore new medium
WhoWho’’s your daddy?s your daddy?
Your Existing Customers
Focus on your Focus on your existing customersexisting customers
CRM & MGMCRM & MGM
Explore Explore Strategic Brand AllianceStrategic Brand Alliance
Case 2 – Guinness Club
• Talkback Program (1997)• Database classified by drinking habits:
P7D, P4W & Occasional• Behavioral studies
Guinness Rod & Line (1998~2000)
Case 3 – McDonald’s Monopoly Campaign (Since 1987)
Increase brand experience Increase brand experience instead of brand awarenessinstead of brand awareness
BEV = Brand Experience ValueBEV = Brand Experience Value
Delight Customers at all TouchpointsDelight Customers at all Touchpoints
ReRe--target Your Markettarget Your Market
Be More Selective and Targeted
The Rich will still be Rich.The Rich will still be Rich.
WhatWhat’’s needed will still be needed.s needed will still be needed.
Find new market
Explore the Blue Ocean StrategyExplore the Blue Ocean Strategy
What’s Hot?
1. 1. BTLBTL turning ATLturning ATL
PR led campaignPR led campaignEvent led campaignEvent led campaignPromotion led campaignPromotion led campaignSampling led campaignSampling led campaignOnline led campaignOnline led campaignLoyalty led campaignLoyalty led campaign……
BK MC
2. From Traditional to 2. From Traditional to Alternative MediaAlternative Media
Social Marketing
Ad Space Ad Space for salefor sale
3. Go for the young 3. Go for the young
3. Go for the young 3. Go for the young (and rich)!(and rich)!
4. Authenticity: 4. Authenticity: Brand SoulBrand Soul
Communicate with Respect, Insight, Passion
Life Cycle Assessment Create a win-win Aspire Neutrality
Demonstrate the Profitability of Caring
5. Beyond5. Beyond……ProductsProducts
Like it or not, we are all in Like it or not, we are all in Service MarketingService Marketing
Beyond Green to TransparentBeyond Green to Transparent
Green MarketingGreen Marketinga.k.a. Sustainable Marketinga.k.a. Sustainable Marketing
Ironically,Ironically,thanks to the thanks to the ““uncivilizeduncivilized”” man.man.
What did you get out of this?What did you get out of this?
In Short:In Short:
Return to the Return to the marketing basics.marketing basics.
Question and AnswerQuestion and Answer
Thank YouThank YouRoger Roger KerkKerkHP: 012HP: 012--380 2816380 2816Email: Email: [email protected]@armstrong.po.myFacebookFacebook: : [email protected]@gmail.comMSN: MSN: [email protected]@hotmail.com