maximizing marketing strategies in a slowing economy · maximizing marketing strategies in a...
TRANSCRIPT
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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
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•• PreludePrelude•• Antidote for Slowing Antidote for Slowing
EconomyEconomy•• WhatWhat’’s Hot?s Hot?
WhatWhat’’s s Ahead?!Ahead?!
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Accidentally started Armstrong in 2000Accidentally started Armstrong in 2000
PreludePrelude
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Cap Lang
Some of my passed love…
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about 4 months ago
Merged with Krakatua: ICOM
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Who is Krakatua: ICOM?www.krakatua.comStarted since 1994Staff Strength: 40
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Who am I?
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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
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I donI don’’t have all the answerst have all the answersjust sharing experiencejust sharing experience
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How many of you are here because you think that the economy is slowing or already slow?
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How many of your company is already affected by the economy?
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All the case studies, to be presented today, happened during or post an economy slowdown in the 80s and 90s.
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Case 1 - Caltex Rank & Win 1998
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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
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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%).
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Antidote for slowing economy
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Change your “Lifestyle”!
How?!
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Get more for your Get more for your advertising expensesadvertising expenses
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Reduce Ad size Reduce Ad size but add frequencybut add frequency
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Reduce frequency Reduce frequency increase creativityincrease creativity
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Explore new mediumExplore new medium
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WhoWho’’s your daddy?s your daddy?
Your Existing Customers
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Focus on your Focus on your existing customersexisting customers
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CRM & MGMCRM & MGM
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Explore Explore Strategic Brand AllianceStrategic Brand Alliance
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Case 2 – Guinness Club
• Talkback Program (1997)• Database classified by drinking habits:
P7D, P4W & Occasional• Behavioral studies
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Guinness Rod & Line (1998~2000)
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Case 3 – McDonald’s Monopoly Campaign (Since 1987)
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Increase brand experience Increase brand experience instead of brand awarenessinstead of brand awareness
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BEV = Brand Experience ValueBEV = Brand Experience Value
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Delight Customers at all TouchpointsDelight Customers at all Touchpoints
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ReRe--target Your Markettarget Your Market
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Be More Selective and Targeted
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The Rich will still be Rich.The Rich will still be Rich.
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WhatWhat’’s needed will still be needed.s needed will still be needed.
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Find new market
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Explore the Blue Ocean StrategyExplore the Blue Ocean Strategy
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What’s Hot?
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1. 1. BTLBTL turning ATLturning ATL
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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……
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BK MC
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2. From Traditional to 2. From Traditional to Alternative MediaAlternative Media
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Social Marketing
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Ad Space Ad Space for salefor sale
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3. Go for the young 3. Go for the young
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3. Go for the young 3. Go for the young (and rich)!(and rich)!
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4. Authenticity: 4. Authenticity: Brand SoulBrand Soul
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Communicate with Respect, Insight, Passion
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Life Cycle Assessment Create a win-win Aspire Neutrality
Demonstrate the Profitability of Caring
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5. Beyond5. Beyond……ProductsProducts
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Like it or not, we are all in Like it or not, we are all in Service MarketingService Marketing
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Beyond Green to TransparentBeyond Green to Transparent
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Green MarketingGreen Marketinga.k.a. Sustainable Marketinga.k.a. Sustainable Marketing
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Ironically,Ironically,thanks to the thanks to the ““uncivilizeduncivilized”” man.man.
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What did you get out of this?What did you get out of this?
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In Short:In Short:
Return to the Return to the marketing basics.marketing basics.
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Question and AnswerQuestion and Answer
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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