e308 advertising tutorial deck
TRANSCRIPT
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Advertising
5TH out of 12 ClassesE308 BBA – Final Year
23 Jan 2013
Carrie LawIgnite Media Group
17+ years of experience in the cross-media, communications, and technology fields. Regional exposures in Greater China, Asia, Europe, and the U.S.
Fostered partnership with leading media as CCTV Moving Media, Tencent, Sina, Youku, China Mobile, China Telecom, Openrice, Groupon, Gaopeng, Foursquare, Jiepang.
hk.linkedin.com/in/mediacarrielaw/
[MO] +853 6229 0330[HK] +852 9220 [email protected]
MSN: [email protected]: gocarrie
Guest speaker Bio
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I’m blind. Please help…
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IT IS A BEAUTIFUL DAY……
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BUT I CAN’T SEE IT.
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What did this video tell us?
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What is/are the difference(s) of these two messages?
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Original Message:
It’s about ME. Just ME.
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Revised Message:
It’s about YOU & ME?
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CAN’T SEE vs. SEE
Your empathy on Me.
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NO CHANGE!
Context, Medium & Channel
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Break-out time
- UNSEEN DICTATION -
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Group ONE
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Group TWO
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MESSAGESare NOT perfectly delivered!
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More, advertising is ONE-to-Many
NOISE NOISE
HE SHEAGEKNOWLEDGE
CULTUREHABIT
BEHAVIOUR
BECAUSE…
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Many from all walks of life
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IN THE GOOD OLD DAYS…
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Today, consumers are more ACTIVE in purchase journey
PUSH
MASS
PULL PURCHASE
SEARCH & SOCIAL SOCIAL
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60% Nearly 60% of consumers start their purchase journey with SEARCH.
Source: GroupM Search study with comScore.“The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway. February 2011”
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45% VS 51%
Source: GroupM Search study with comScore.“The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway. February 2011”
Consumers who convert are equally likely to use a combination of SOCIAL & SEARCH
as opposed to just
SEARCH
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use SEARCH THROUGHOUT the purchase process versus 26% only at the beginning and 18% only at the end
Source: GroupM Search study with comScore.“The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway. February 2011”
26%
45%
18%
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64% of consumers say they are likely to follow a brand via SOCIAL MEDIA after purchase and indicate aspirations for connections and content from a brand in the space.
Source: GroupM Search study with comScore.“The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway. February 2011”
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Source: GroupM Search study with comScore.“The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway. February 2011”
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TMT Changes are Challenges to us…
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Culture-specific adds complexity!
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ADVERTISING
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It’s ALL about PERSPECTIVE!
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Know me?
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Know me?
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Know me?
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For some brands, a SYMBOL is ENOUGH.
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Know me?
Know me?
Know me?
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Why DON’T they know me?
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For some brands, it is N OT like that.
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How do get to be known?
What works? What doesn’t?
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Measurable or NOT?
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Measurements
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Are they all measurable?
How about –ve tweets & comments?
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Which ROI is better?
A B
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Tangible & Intangible
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New Trends!
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If you were an Advertiser…
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AdvertiserAgency
Ad Network
Ad Server
Carrier(Portal)
Content Enabler
Content Publisher
Carrier(Network)
(Handset) Consumer
Advertising Media Deliver
Source: IAB
Here are your stakeholders:
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Measure & Optimize
Attract Visitor
Retain & Grow
Customer Convert Visitor to Customer
- Identify the target market- Reach out to most visitor- Find strategy to convert
visitor into customer- Retain and grow customer- Manage customer
relationship and get further interaction
An advertiser should:
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As a media conglomerate, what we do?
Ignite Media Group is a media conglomerate targeting visitors to Asia’s premier entertainment destination, Macau.
We provide quality, reliable, and cost-efficient, one-stop media solutions and business services to partners.
We operates in Hong Kong, Macau and Guangzhou.
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Brand AgencyMedia
Network Publisher Consumer
When a brand needs promotion, advertising, brand exposure and / or ecommerce sales…
A One-stop solution with single point of contact
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What we have?
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PR & Creative Agency Services
What Ignition Does• Public Relationship Management• Event Planning• Digital Marketing• Design• Custom Branding
Ignition is how businesses gain an inside track in fast growing Macau, its key markets China and the Southeast Asia region.Our dynamic boutique agency delivers personal service across the marketing spectrum with a firm focus on business results.
A multi-cultural team of passionate people with top tier agency and MNC experience. You. Can. Depend. On. Us.
IGNITE MEDIA GROUP 1
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Diversified Magazine
DOUBLE PAGE SPREAD
IGNITE MEDIA GROUP 2
FULL PAGE
DMDestination Macau magazine depicts the best of Macau, focusing on luxury brand’s trendy design and exclusive interview with top managers and designers. This bilingual magazine is placed in casinos and hotel living rooms, delivering the highest standard of identity.
TKTasting Kitchen serves as a guide book for the gourmets who travel to Macau. It covers almost all the high end restaurants in this exotic island for food lovers to explore. From this mirror you can also see the cooking philosophy of world-class chefs.
BOOMFor trend-conscious readers, BOOM is definitely a informative magazine. She features hot events, releases stories of the growing street and alternative culture scene.
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Billboard Building TV Car Park Taxi Ferry
Ed-ad is a leading outdoor media company in Macau focused on controlling key outdoor spaces for media exposure and tactical advertising. EC-ad provides a diverse range of outdoor advertising solutions for businesses based in Macau, but also in Hong Kong and Zhuhai China.
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PRISM
The first and only online video channel for viewers in Greater China and around the world who want to know about what's on, when and where in Macau and the Pearl River Delta area. She produces short-form travel features and special features about Macau and Hong Kong.
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Case Study
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Altira Hotel Branding
• Video• Taxi• Billboard• Light Box• Magazine• Interview
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Sands Hotel Marketing
• Taxi• Magazine
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Galaxy Hotel Marketing
• Taxi• Light Box• Magazine Editorial
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Star World Hotel Marketing
• Magazine• Yellow Page• Video Feature
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Stepping into 2013, Hilton is thinking about how to grow faster…
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So they found the Onion to work out a new website.
In fact, more than a third of the business of Hilton Hotels and Resorts is generated by leisure travelers, and the new campaign is directed at them.
&
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New
Website
There is a diagnostic test as a gimmick to arouse people’s passion to plan a holiday.
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Vacationitis
Symptoms
Then created funny cartoon images to remind people of overloaded days.
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Lead to
Booking
Page
Finally called people to book rooms for their refreshing holiday…
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The Onion had 4.5 million Twitter followers and 2.2 million Facebook fans, to whom the new Hilton website will be promoted. Established last year, Onion Labs has included Microsoft, Dodge and 7-Eleven among its clients.
If you are the Hilton’s vice president of global marketing , what will you look for in this campaign?What is your comment on their strategy ?
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Q & A
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Thank You.