solomo thursday - creativity on a digital shoestring part 1
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25 July 2013
SoLoMoThursday.com
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SoLoMo Thursday
Hafiz SalehSocial Media Analyst
Techsailor Group
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Biz Card @ Fishbowl
@SoLoMoThursday
Housepour Spirits,
Housewines & Asahi @ $8++
20% off ala carte items
Opening Note
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DONATIONS are welcomed.Help keep going.
DONATIONS are welcomed to help for:
LogisticsFood & Drinks
Publicity and many more…
26 Sept 2013
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PAGE 4
Objectives
26 Sept 2013
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PAGE 5
Speaker: KIM LEE
26 Sept 2013
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Kim LeeExecutive Creative & Digital Director, Renaissant
Managing Creative Director, Kimwillrule
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Vast differences between clients/brands in
Europe and
Singapore
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Singapore:
“Show me the money”
Europe:
“Show me the big idea”
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Singapore:
Returns on cent
Europe:
Returns on investment
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• Budgets are shrinking.
• Make dollar really stretch
• Harder to justify returns on investment, especially in the social media realm.
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If big brands are watching marketing spend with hawkeye, what about smaller ones?
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ENTER
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M.A.D. School is constantly constrained by a marketing budget so small, we shrink David to pea-size when pitted against the Goliaths of other design, advertising and communication schools well-oiled by government and private funding.
Reality Check
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MentalityReally small budgets can spawn really big ideas.
HOW? #1 Get really creative. #2 Throw in copious amounts of reality checks. #3 Get fiercely digital.
Undefeated and ambitious, they dream big and embark on a digital-centric approach that is budget-lean.
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Earned, paid and owned media
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M.A.D. SCHOOL RAIDERS
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The insight
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• M.A.D. SCHOOL is a small private school.
• The education scene in Singapore is very competitive, dominated by government-funded schools and rich private schools with high marketing spend.
• M.A.D. stands as David against Goliaths.
• January is the Open House period when schools pump up the money to create excessive collaterals and events.
• MAD is handicapped by a-near 0 budget, lack of resources and marketing plan.
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That is however over-shadowed by our bravado.
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The idea
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Raid the Open Houses of the other well-financed design and advertising schools and steal their target audience (because they are ours too, saving us precious time and money). By gatecrashing the schools in a brow-raising vintage Volkswagen van with our mob squad and giving free ice-cream in return for Facebook ‘Likes’ on our FB page (so they revisit our page).
Raid the Open Houses of the other well-
financed design and advertising schools and
steal their target audience (because they are
ours too, saving us precious time and
money).
3 days, 6 schools.
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The Strategy
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• Using mob squad to give out free ice-cream in return for Facebook ‘Likes’ on our FB page (for repeat visits and reflected on newsfeed).
• Chance to win movie tickets by posing with a special frame and getting friends to like shots (another reason to visit our FB page).
Brand Awareness, Brand Recall, Repeat Engagement
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Multi-screen & location-based mobile marketing
• Prospective students like our page via on tablets or mobile
phones.
• Stopped target audience in tracks and directed their interest to
school’s curriculum.
• Direct engagement with target audience
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Mobile video content creation & virability
• Anticipation of close shave with security
• Filmed confrontation scenes and took off fast whenever we were
shoo-ed away.
• We braved on so we could create real footages that could
potentially go viral.
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‘Glocal’ seeding on 50+ global social media and sharing sites/blogs/forums such as:
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Social Media Campaign
Word of Mouth
Owned media space
Create compelling content
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Featured on
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Total budget = $2000+Mob squad = 10 peopleCreative / production = 5 people 1500+ Facebook Likes
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Another Dimension: The Smallest Open House in the World
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The insightAfter raiding the other schools’ Open Houses, we launched our inaugural Open House—‘Another Dimension: The World’s Smallest Open House’ because our campus is tiny.
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The idea