smtc marcomm output
TRANSCRIPT
SMTC Marketing Output
Lucas ZhangMC VP MarComm , AIESEC in
MoC
1.Fundamental change in MarComm
Responsible for leads generation of B2C Marketing & B2B Marketing
Great content drive brand awarenessKnow your product & market first
• Essence/brand position/benefits• Student market & corporate
market(who/where/how)Design your key messagePackage your key messageUse different ways to deliver the key message
Conversion rate drive actual buying behavior
Digital Marketing in enlarging brand awareness
Online platform is not just for showcasing but for marketing
Digital consumer behavior research Digital marketing ‘s linkage with conversion
rate
Customized Experience Delivery to satisfy customers
Marketing content in every part of customer journey
Customer community management• Content collection in promoter stage • Returnee story marketing
MC - LC Collaboration to deliver Consistent Brand Experience
National brand toolkit and product marketing guideline
NST building to drive marketing resultsLC participate in national taskforce to
implement national strategyBrand touching points management (one
AIESEC , one Voice)
For oGCDP & oGIP
Powered by
Insert tmp tlp CF here
stranger visitor promoter
MC MarComm
National product marketing guideline ( VI & Communication
Plan ) Executes digital
marketing nationally with clear calls-to-action.
PR management to drive more traffic to website
Coordinate LEADS management :Standardized emails at every point, leads automatically get next step
Tracking leads management on every level
National Campaign Design
PR showcasing
LC MarComm
customize product packaging according to local market situation
Localized digital marketing strategy
physical marketing events to enlarge brand awareness
Leads nurturing :
opportunity marketing physical events support
Story Collection Local PR
showcasing
For other part , MC will design national template of materials delivered to customer , and LC is responsible for implement it.
For iGCDP & iGIP
stranger visitor
customer
promoter
MC MarComm National Website Page ( content marketing & SEO & LEADS management )
National product Brand Tookit ( VI )
Buddy Program Launch
PR drive media exposure to drive traffic
Opportunity marketing materials template
(Design & story telling template)
Cross-culture EwA activity design(GCDS,etc)
National Showcasing Campaign
Showcasing Campaign
LC MarComm Local sales proposal Buddy Program
promotion Implementation
Implement LC ICX opportunity marketing materials to trainee
Local Activity execution;Local marketing campaign(Discover China);Media Communication
Story Collection
Local showcasing
• MC Level will be responsible for B2C marketing & B2B marketing
• LC Level focus on B2C marketing , for B2B just follow national standard.
Contents in this camp
• Digital Marketing Strategy• Product understanding & JD
clarification• Public Relation• Skill Training• New team structure• Planning Guidance
2.oGIP MarketingJust Imagine!
Lucas Zhang
How we do oGIP marketing now ?
What is marketing ?
Principle of Customer Value
Principle of Differentiation
Principle of Segmentation, Targeting, and
Positioning
Know what you can sell ?
Know what you can sell ?
Know how to introduce ?
Know how to make him buy ?
Product understanding
Student Market understanding
Promotion
Conversion
Product UnderstandingWhat is oGIP ?
Why oGIP is competitive ?One example ?
10 min
Core competency :
InternationalProfessional
Entrepreneurial
Market UnderstandingDraw a picture of your potential customer
10 min
Grade ?College ?
Personality ?Emotional Status ?
What is he busy with now ?Where to get information ?
Personal Network ?Where you can approach them ?
Promotion - Content
How to make our brand message more sharp ?
why International is important ?why professional is important ?
Why entrepreneurial is important ?Why global competency is important ?
How to make it more vivid ?
10 min
Promotion - Channel Planning
What is the channel you can approach your target ?
Where we can tell our story
Poster ? Brochure ? Event ? Word of Mouth ?Can we give an analysis
5 min
Right Place , Right Time , Right Content
Don’t Forget the Conversion!Follow the potential customer!
Nurture the LEADS!
Let’s talk about chasing after a girl
Know her contactChat with her online
Chat with her online more oftenLaunchMovieGift
Express your loveMatch
………….
In different periodCustomer have different needs
We should fulfill their needs
Online & OfflineTo Provide
the best customer experience
For LC VP MarComm & oGIPPlease Clarify your synergy part
20 min
3.oGCDP MarketingJust Forget what you are
doing !Lucas Zhang
How we do oGCDP marketing now ?Which LC is the best one in marketing ?
Why? Which part is good?
5 min
What is the Essence of Global Citizen Program ?Why many of us promote this program like travel
agency !
What is marketing ?
Principle of Customer Value
Principle of Differentiation
Principle of Segmentation, Targeting, and
Positioning
Know what you can sell ?
Know what you can sell ?
Know how to introduce ?
Know how to make him buy ?
Product understanding
Student Market understanding
Promotion
Conversion
Product UnderstandingWhat is oGCDP ?
Why oGCDP is competitive ?
International Team ExperienceGlobal Citizen Awareness
Culture Experience
Market UnderstandingDraw a picture of your potential customer
10 min
Grade ?College ?
Personality ?Emotional Status ?
What is he busy with now ?Where to get information ?
Personal Network ?Where you can approach them ?
Promotion - Content
How to make our brand message more sharp ?
why International team experience is important ?
Why global citizen awareness is important ?Why culture experience is important ?
How to make it more cool ?
10 min
Promotion - Channel Planning
What is the channel you can approach your target ?
Where we can tell our story
Poster ? Brochure ? Event ? Word of Mouth ?Can we give an analysis
5 min
Right Place , Right Time , Right Content
Don’t Forget the Conversion!Follow the potential customer!
Nurture the LEADS!
Let’s talk about chasing after a girl
Know her contactChat with her online
Chat with her online more oftenLaunchMovieGift
Express your loveMatch
………….
My NKU oGCDP none peak experience
100 raise in 2 month
For LC VP MarComm & oGCDPPlease Clarify your synergy part
20 min
4.TMP MarketingJust be more smarter
Lucas Zhang
How we do member recruitment ?
Do we need so many applicants ?
We need qualified candidates !
Why P&G is so famous in job seeking season
Employer Branding
Employer Branding is about…
Who
HowWhat
What Mars Does
• Who: – Top quality high potential (learning agility) students who
have a hunger for career success• What:
– Our focus is Mars unique culture– The great career opportunities Mars offer
• How:– We try to reach to our target students directly– We do in-depth communication instead of mass promotion– We tell stories– We show the career map to students
• We try to separate branding from recruitment – branding is a long term thing
What About AIESEC in China?
Who
HowWhat
Who
• Target Right– 5 min Discussion: Categorize your target
students into a few groups, describe their key differences,
– 5 min Discussion: Find out what they need in university life respectively
– Do profile analysis of your successful members, find their common background
– Summarize where the AIESEC alumni go after graduation (e.g. how many went to MNC?)
– Design the communication / promotion specifically for the target students
What
• 5 min Discussion: What is the image you have in your target students now? What do you need to change / continue?
• Have a unique and unified brand image is key– 10 minutes Discussion: What is the image you want to
show to your target students? (Please keep it simple, in one or two sentences)
– Highlight your most attractive points (e.g. largest student org.? International experience?)
• Keep it focused, don’t say too many different things• Find a slogan (global one?), and an representative
image, and keep using it• Design a clear development road map in AIESEC
How
• 5 min Discussion: What’s the most effective communication channel for AIESEC so far?
• Dos:– Find role models from AIESEC alumni who has career
success, and organize sharing sessions at department /college level
– Recognition from university / teachers, at least on the improvement of organization skill being AIESEC’s member, English, AIESEC’s effort in driving sustainability, student development, etc.
– Find the most effective promotion channel• Head-hunter (referral)• Endorsement from your partners?
• Don’ts:– Don’t just say what the target students want to hear. Make
what you want to say attractive to them– Pay attention to the activities you do, and the messages you
deliver in them – don’t mix your image
Q&A
5.Brand Management
Branding 是啥
Marketing vs Branding
• Marketing is more of tactic• Branding is more of strategy
What is Brand Management ?
Brand Identity SystemBrand Communication
Brand Identity System- Build who you are
Essence
VI AuthoritativeImage
EmotionalBenefit
Functional Benefit
BrandPersonalit
y
IdealCustomer
Brand Communication Achieve
the brand growth
Industry Analysis
Consumer Analysis
Competitor Analysis
BrandIdentity
ExternalCommunicati
on
InternalCommunicati
onVI
Brand TouchPoint
Management
AD
PR
WoM
LOGO
VI
BTP design
Process
CRM
Education
LC culture
Brandcommunication
Advertisement vs PR
AD : Brief the key messagePR : Deliver the key message to different stakeholder to influence
customer
WoM
Product qualityCustomer Community
LC internal marketing education
Dos and Don’ts
Customer Experience Management
• Customers are not loyal
对于消费者来说,品牌是 . . .
• 体验的提供者 : 在每一个消费者的接触点,为他们提供愉悦而独特的体验
促销 卖场
网络
口碑
产品
促销员
服务广告
品牌体验是……
• 在所有的接触点上为品牌创造事件、 故事、具戏剧性的、有趣的一切。如今的消费者不只是为产品和服务付费,他们为品牌创造的一切吸引人的体验而付费。
品牌体验领域
提供与所属社群团体等的关系及关联性的体验
人体 5官感觉的体验.刺激视觉 ,听觉 ,触觉 ,嗅觉 ,味觉的体验
促进行动的变化及生活型态的变化等的体验
.刺激使产生思考、想像力及好奇心的体验 .头脑、知性、以左脑感觉
.换起气氛及感情、情绪的体验
.心情、情绪、以右脑感觉
Sense:感官
Feel:情感
Think:思考
Relate:社会关系
Act:行为
Brand Promise
Different Brand Touching Point
List AIESEC’s BTP with students
Some other tips
• Brand Management need planning & design,it is not equal to brand image.
• Brand Equity is not just brand image.• Internal brand communication is very
important.• Focus more on brand expereience.
AIESEC Brand as a whole:更大的世界,更好的自己
Better World , Better Self
Marketing in our industry
• Long consumer journey 1.brand awareness 2.conversion strategy ( Follow )
• students can’t make decision because their parents pay
1.marketing to students 2.maketing to parents
• our functional benefit should be more clear and calculated
1.Authorative endorsement 2.design the returnee sharing
• Word of Mouth marketing & KOL marketing
1.make returnee like a star 2.target sales
• Be professional 1.manage all the brand touch points 2.showcasing our selection rate
• Consumer community 1.communication platform 2.package sales
• Empathy 1.consumer decision making process analysis 2. be patient
6.New function structure
Our Current Bottleneck
Not Enough HRNot Clear JD
Lack of trackingLack of evaluation
system……
Align with your LC reality & MC
Direction
VP MarCommConsumer
insight manager
DM Manager Tier4 :50 oGCDP & 5 oGIP
In this period , MarComm’s main JD is to research student market and coordinate product marketing(TMP/oGCDP/oGIP)and brand touching points management.MarComm should follow national direction and implement national standard.X function is final responsible for marketing result.
VP MarComm daily JD : coordinate online marketing ( such as polish the content )/ media communication, campus relationship / physical activity management
Consumer insight manager : conduct marketing research to gain consumer insight )/ key opinion leader relationship managementDigital Marketing Manager : mainly responsible for graphic design(OGX material, ICX material)
VP MarComm
Consumer insight
manager
Digital Marketing Manager
( GCDP )
Digital Marketing Manager( GIP ) Tier3 :
100 oGCDP & 20 oGIP
With more experience in student market understanding,in this stage MarComm has shown great taletn in product packaging and begin to take more important role in OGX online raising.
VP MarComm daily JD : Leading online marketing strategy / media communication, campus relationship / physical activity management
Consumer insight manager : conduct marketing research to gain consumer insight )/ key opinion leader relationship management
Digital Marketing Manager ( GCDP ): be responsible for online promotion of 2 GCDP function(design+content)
Digital Marketing Manager ( GIP ): be responsible for online promotion of 2 GCDP function(design+content)
Tier2 :200 oGCDP &50 oGIP
VP MarComm
Consumer Insight
manager( events
)
Consumer Insight
manager(produ
ct)
DM Manager( Design
)
DM manager( GCDP Content
)
DM Manger
( GIP Content
)
PR Manager
MarComm function begin to playing the marketing role in new customer flow, with the responsibility to drive sign-up through marketing strategy, while OGX is responsible for nurturing leads to qualified leads.
VP MarComm : lead marketing strategy in student marketing with the focus in consumer insight/product marketing &PR
Consumer Insight Manager ( product ): conducting marketing research for current exchange product
Consumer Insight Manager ( events ): EwA activity R&D
DM manager ( Design ): local campaign & promotion material design
DM manager ( GCDP Content ): GCDP content marketing
DM manager ( GIP content ): GIP content marketingPR manager : media communication/campus relationship/PR alliance building
VP MarComm
Consumer Insight manager( events
)
Consumer Insight
manager(product)
DM Manager( Desig
n )
DM manager ( Desi
gn )
DM Manger( GCDP content
)
DM Manager
( GIP Content)
PR Manager
Tier1 :500 oGCDP &100 oGIP
MarComm function ‘s JD is playing more mature marketing role in new customer flow, with the responsibility to drive sign-up through marketing strategy, while OGX is responsible for nurturing leads to qualified leads.And in this period ,Marcomm can localize your HR plan through your marketing performance
VP MarComm : lead marketing strategy in student marketing with the focus in consumer insight/product marketing &PR
Consumer Insight Manager ( product ): conducting marketing research for current exchange product
Consumer Insight Manager ( events ): EwA activity R&D
DM manager ( Design ): local campaign & promotion material design
DM manager ( GCDP Content ): GCDP content marketing
DM manager ( GIP content ): GIP content marketingPR manager : media communication/campus relationship/PR alliance building
7.Skill Training
Marketing Research
Business ObjectiveResearch Objective
Tacticsanalysis
Social Media Management
Channel PositionWhy the students need your platform?
The Social Customer
Social DesignDesigning a campaign & content with triggers to get people talking and
sharing. We do this using “Word of Mouth drivers.”
Creative fueled by Social Design becomes remarkable.
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The Word of Mouth Drivers推动 WoM 的点
Value Exchange Have we offered a clear value exchange?
Disruptive Idea Have we surprised or challenged expectations?
Great Story Do we have a great story with emotionaland rational interest?
Fresh Interest Do we have something new or interesting to talk about?
Social Proof Can people show their involvement to others in the group?
Creative Participation Do we invite people to play a creative role?
EwA Activity Design
PRINCIPLES of ENGAGEMENT with AIESEC
• Align with the WHY, HOW & WHAT of AIESEC
• Align with the AIESEC Values • Enable individuals to understand the
value of AIESEC’s experiential leadership development platform
• Provide value to the individual participating in the activities Aim to create promotors or ELD customers for AIESEC
Engage Whom• Segment• Target
How can we multiply our event’s effect:Working with existing networks of young people is one way that we can rapidly engage more people whilst running Engagement activities.
• YOUTH ALLIANCES We need to work with existing youth organizations to increase the number of people that take part in engagement activities. We need to find mutually beneficial youth alliances with other membership organisations.
• Virtual SpaceContent is King!
• Open ( 参与感)• YOUTH ALLIANCES • We need to work with existing youth organisations to • increase the number of people that take part in
engagement activities. • We need to find mutually beneficial youth alliances with other
membership organisations. Let’s design together !
*Message Map
– Twitter - Friendly Headline• Key Message 1
– Supporting Message 1– Supporting Message 2
• Key Message 2– Supporting Message 1– Supporting Message 2
Let’s try
my bring back?
• NCF give us opportunitiesBe result-driven
• Marketing LogicBrand AwarenessConversion
• Brand LogicEvery Touch Point Matters
• Principle of customer value
• Principle of differentiation
• Principle of STP
• The best marketing way is to go back to your market
• Truly put the customer in the bottom of your heart
• Marketing is about touching hearts , and always will be