integrated marketing communications, vietnam

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Pacific Conferences Pte Ltd 5 Shenton Way, #26-08 UIC Building, Singapore 068808

Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

Draft Programme for 2-Day Conference on:

INSIGHTS AND DEVELOPMENTS

(1) Integrated Marketing Communications (IMC) Trends in Vietnam

• Understanding the shifting mindsets, beliefs, needs, desires of Vietnamese consumers and their evolving media consumption habits

• Examining the impact of the growing digital and interactive marketing on the dynamics of IMC and what this means for businesses in Vietnam

• Challenges and pitfalls in ensuring consistency while delivering evocative messages across multi-channels communications

• Future directions for IMC in Vietnam

[Presentation] 50min +

10min Q&A

STRATEGIC IMC

(2) Developing A Consistent Brand Message with Strategic IMC

• IMC Planning in Vietnam: Establishing objectives, determining budget and devising strategy

• From idea to implementation: how [company] chose tools and harmonised online and offline channels to strategically coordinate the brand message

• Seamless communications flow: ensuring different departments are aligned to project a singular powerful message

• Key learning points from [company]: Overcoming challenges in implementing its IMC strategy and aligning internal & external marketing communications

[Case Study] 50min +

10min Q&A

SOCIAL MEDIA MARKETING COMMUNICATIONS (3) Making a Splash with Vietnamese Consumers through Social Media Platforms

• Uncovering the latest trends, opportunities and threats of social media marketing for IMC campaigns in Vietnam

• How [company] maintained consistency when participating in online conversations & building personal relationships on social media

• Capitalising on social media & user generated content to reinforce brand message and values to win over Vietnamese consumers

• Integrating social media with offline channels into a coherent marketing communications mix

• Monitoring social platforms to prevent social media backlash that can potentially threaten [company]’s IMC campaigns and dent brand reputations


10min Q&A

Integrated Marketing

Communications in Vietnam Synergising Digital & Traditional Media

for Holistic Branding

31 March – 1 April 2011, Ho Chi Minh City, Vietnam

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(4) Communicating with Vietnam’s Audience: Unexpectedly, Unconventionally

• How [company] created thought-provoking guerrilla marketing concepts to gain contact to a wider target audience & greater brand visibility in Vietnam

• Integrating guerrilla marketing campaigns into its overall marketing communications mix for consistency and maximise marketing impact with consumers in Vietnam

• Guerrilla marketing tactics for B2B marketing: how [company] effectively projected a unified message for its brand via IMC campaigns

• Guerrilla marketing as a cost-effective marketing communications tool: How to maximise results from [company]’s guerrilla marketing


10min Q&A

EVENTS & SPONSORSHIP MARKETING

(5)[Company]’s Experience in Creating Buzz from Events & Sponsorship Marketing

• Aligning brand values with events & sponsorship collaborations to project a positive and coherent brand image to target audience

• Communicating a singular brand message by integrating [company]’s events & sponsorship marketing into the overall marketing communications mix

• How [company] harnessed the power of new media with events & sponsorship marketing to connect with its target market

• Developing the ROI of events & sponsorship marketing and the contribution to the overall effectiveness of the IMC campaign


10min Q&A

DIGITAL BRANDING

(6) [Company]’s Case Study: Establishing Brand Leadership in Vietnam’s Digital-sphere

• Keeping your content current: Delivering the right message to the right people at the right time in Vietnam’s digital marketplace

• How [company] maintained a consistent brand experience from the seamless integration of digital marketing communications

• Steering control of brand perception from online media that take place outside [company]’s purview & mitigate negative brand associations from user-generated content

• Determining which channels or online platforms should or should not be integrated into the overall marketing communications mix in order to maintain positive consumer associations with [company]’s brand

• Difficulties faced by [company] and solutions to overcome them


10min Q&A

GUERRILLA MARKETING

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CONSUMER LOYALTY (7) Capturing the Hearts of Vietnamese Consumers

• Developing a IMC strategy and determining key brand touch points based on customer database marketing

• Adopting a consumer-centric approach for IMC campaigns: How [Company] addressed consumers’ specific needs in a timely fashion via online media

• Driving deeper emotional connection with consumers through a cohesive IMC programme

• Fostering a relationship with consumers: Integrating [company]’s loyal brand ambassadors in its overall IMC mix

• Overcoming the obstacles in retaining Vietnam consumers in a fragmented consumer market


10min Q&A

BRAND ENGAGEMENT

(8) How [Company] Enhanced User Experience with Authentic Communications

• Harnessing the power of IMC campaigns to provide action-oriented experiences that enable brand to interact, build relationship and maintain personal dialogues with the consumers in Vietnam

• How [company] turned passive consumers to active participants of content via an integration of touch points while maintaining a consistent brand message

• Aligning engagement tactics with [company]’s IMC campaigns with brand values to deepen community participation between brand and customers

• Evaluating the value of IMC campaigns for your brand engagement programmes


10min Q&A

MOBILE MARKETING COMMUNICATIONS

(9)[Company]’s Case Study: Fuelling the Mobile Conversations in Vietnam

• Analysing mobile marketing’s potential and possible barriers to creating a cohesive brand image in Vietnam

• How [company] ensured mobile applications project uniformed message

• Integrating mobile marketing campaigns with its overall marketing communications strategies for consistency and maximum impact

• Difficulties faced by [company] to measure brand engagement through mobile channels and solutions employed to mitigate them with applicable considerations and pitfalls to avoid


10min Q&A

COST EFFECTIVE IMC STRATEGIES

(10) Developing a Powerful IMC Programme with Limited Budget and Tools

• Budget allocation: Considerations in determining priority for channels and tools

• How [company] successfully integrated its marketing efforts with minimal costs and limited budget

• Leveraging on cost-effective online platforms to harness offline marketing potential whilst ensuring message consistency

• Challenges in working with a tight budget and how [company] developed solutions to mitigate these obstacles


10min Q&A

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MARKETING MEASUREMENT

(11) Evaluating Effectiveness of IMC Strategies

• Key metrics to analyse and measure ROI of IMC strategy

• Evaluation of multiple marketing channels and medium – what works and what doesn’t

• Convincing management to buy-in your IMC strategy based on measurement results

• Budget allocation – how to use measurement to get better marketing budgets

• Post evaluation strategies – Reviewing and implementing new IMC strategies

• Vietnam’s measurement challenges and how brands can overcome them


10min Q&A

integrated marketing communications, vietnam

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