AN INSIDER’S HACK TO CREATING AN INTEGRATED MARKETING COMMUNICATION (IMC) CAMPAIGN FOR STARTUPS
Why is this Session important? Eureka! You’ve found a problem you’d like to solve and have done the research to validate your business plan. You’ve founded a company, completed your business map canvas, practised your elevator pitch, raised your first lot of funding and are building the MVP. Can’t the marketing and communication plan wait? Where and when does one even start? How much should you budget for marketing and communication? How much is too much? Can you do it all in-house and yourselves or should you hire an external agency? Necessity is often the Mother of Invention, and any startup founder will realise that publicity, publicity, publicity and sales, sales, sales are key to advancing a successful startup. At this interactive 100-minute session, you’ll discover the essential tool-kits for an IMC campaign, learn from proven case studies and build the framework you will need to create your very own integrated marketing communication campaign. By the end of the session, you would have at the very least an understanding of what’s next; whether you choose to HACK IT yourself or HIRE A GURU. Why now? If you’ve not thought about how you intend to market your startup products or service then you must make this a priority! Your marketing and communication strategy will make or break your business and it is essential to get it as streamlined as possible from the very beginning. A solid marketing and communications strategy forges and maintains connections, allowing your business to work efficiently towards its goals. For those of you who have already put in place your marketing and communications plans this course will offer you ample opportunity to validate your decisions and will provide further inspiration and knowledge. What it's not? The interactive talk is organised by Proficeo, and is FREE to anyone interested in attending. CGP companies who are seeking genuine or even comparative quotations are welcomed to request for a proposal from the speaker, but that will be a separate discussion. Who is it for? This session is suitable for startup founders and their CMO or marketing communication team who will be executing the tasks. This will be especially useful for CGP companies who are going to market (G2M) and going for growth (G2G). Can I give this a skip? Sure – if you are already working with PR and marketing consultants or have engaged an in-house team to formulate your marketing and communication plans, you may feel like you can sit this one out. However, this could be a useful opportunity for you to be exposed to new thought processes and methods that may leave you looking at your current setup in a different light. For speaker engagement, contact: KL at gointernationalgroup.com.com.
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AN INSIDER’S HACK TO CREATING AN INTEGRATED MARKETING COMMUNICATION (IMC) CAMPAIGN FOR STARTUPS
- 1. gointernationalgroup.com 1 / Presented at VAS IMC by Cradle Coach & Grow Program 26 March 2018 | WORQ Glo Damansara
- 2. gointernationalgroup.com An Insider’s HACK to an Integrated Marketing Communication Campaign 2
- 3. gointernationalgroup.com IMC = 360° Brand immersion 3
- 4. gointernationalgroup.com New Coke Convergence of OLD + NEW 4 Classic Coke shareacoke.com
- 5. gointernationalgroup.com NEW Digital Ads Website Video News Release Email Marketing E-commerce Sales Social Media / Blogs Mobile SEO & Analytics Convergence of OLD + NEW 5 PRODUCTCLASSIC Advertising Promotions Press Release Direct Mail Sales Campaigns Events Word of Mouth Market Survey
- 6. gointernationalgroup.com What’s your Marketing Recipe? 6
- 7. gointernationalgroup.com WHY? - The primary idea behind an IMC strategy is to create a seamless experience for consumers across different aspects of the marketing mix. - The brand’s core image and messaging are reinforced as each marketing communication channel works together as parts of a unified whole rather than in isolatio 7 startwithwhy.com
- 8. gointernationalgroup.com 8 What is it that you wish to achieve now, in 100 days, in 1 year?sivers.org/trust
- 9. gointernationalgroup.com 9 yourname company Hands-on Exercise - try it! Understand what content YOU are already generating about yourself.
- 10. gointernationalgroup.com Content is King! Who’s your audience? 10
- 12. gointernationalgroup.com TVC, Print, Digital 1. Social Experiment (USA) 12
- 13. gointernationalgroup.com 13 Feminine care brand P&G’s Always wanted to target the next generation of consumers. The company noticed an opportunity to support girls as they transition from puberty to young women. The campaign uses television, print and social media, the centerpiece of #LikeAGirl is a video created by documentary filmmaker Lauren Greenfield in partnership with respected groups like UNESCO, Lean In and Girl Scouts of America. Always #LikeAGirl
- 14. gointernationalgroup.com ● The film generated more than 85 million views on YouTube from more than 150 countries. ● After watching the video, 76% percent no longer saw the phrase negatively. ● Two out of three men who watched the film said they’d now think twice before using “like a girl” as an insult. Always #LikeAGirl 14
- 15. gointernationalgroup.com Key Takeaways ● Cause-marketing angle i.e. empowering girls ● Partnered with credible heavy weights ● Collaborate with award-winning content producers
- 16. gointernationalgroup.com Content Mgmt 2. Quality Vs. Quantity 16
- 17. gointernationalgroup.com TIP: When handling customer engagement, be focused and targeted, and always be personal. It’s about the quality in engagement, not how fast you respond. Netflix 17 Netflix uses geo-targeting for their Facebook Pages - splitting content into regions helps them offer only the most relevant information to the target audience. Every day, quality new content is posted somewhere on the internet with a dedicated hashtag #NowOnNetflix.
- 18. JinnyBoy - Social Media Influencer 18 “When we first hit 100,000 subscribers, YouTube gave us a cash grant, and we pretty much spent all of it on hard drives! We had so much footage to archive.” They’re now closing in on 837,000 subscribers, and their videos have been viewed an incredible 135 million times on their YouTube channel alone! Content & Engagement JinnyBoy’s contents include funny skits, also proactive movements such as the #StandTogetherCompetition. High quality content + proactive social movements = Gain of positive publicity Approach towards filmmaking - Quality over quantity
- 19. gointernationalgroup.com Key Takeaways ● Create content that is planned, consistent and of high quality, making you a thought leader in that niche ● Choose the right media partner for your content depending on your brand objectives - YouTube, Facebook, Print media etc. ● Boost organic with some paid Ads to get added mileage.
- 21. gointernationalgroup.com GE: Healthymagination 21 GE created “movie sets” to represent different healthcare environments where Healthymagination work took place; a rural African clinic, an urban clinic, and an emergency room. Doctors share their stories -- LIVE, in front of 700 attendees -- that illustrated how GE’s healthcare technology played a major role in each setting.
- 22. gointernationalgroup.com Why Healthymagination? To get people talking about an uncomfortable issue - access to healthcare in impoverished parts of the world. The campaign won a Business Marketing Association Tower Award for acknowledging a difficult topic. GE: Healthymagination 22
- 23. gointernationalgroup.com Key Takeaways ● When spokespersons with credibility offer a statement or a quote for your press release, it lends more weight to your brand too. ● If you don’t have budgets like multinationals, what do you do? You could try request to offer content by speaking at one of their talks / conferences. Or, find a way to collaborate with them.
- 24. gointernationalgroup.com 24 Social Media 4. Branded Content
- 25. gointernationalgroup.com Action Movie Kid is an action web series created by Daniel Hashimoto featuring his son, James, as the main character.[3] All of the dangerous effects and stunts are added in post-production by Daniel Hashimoto, who is a freelance visual effects arts and a visual development artist at Dreamworks Animation. The web series has 897,072 subscribers on YouTube and 355,475,930 views as of Jan. 16, 2018.[5] 25
- 26. gointernationalgroup.com ● Find content developers who are not just popular, but have long-term traction. ● Content development can be expensive. So why create your own channel, when you could partner with or sponsor an existing influencer? Key Takeaways
- 27. gointernationalgroup.com 27 Let’s talk about YOU
- 29. gointernationalgroup.com 29 Event+Digital+PR 5. Creating the buzz with zero budget
- 30. gointernationalgroup.com MERCY Malaysia International Humanitarian Relief Run The Situation The Malaysian Medical Relief Society (MERCY Malaysia) needed to raise awareness about its local and international humanitarian efforts. The publicity focus was to increase volunteerism as well as raising funds for their programs. The Campaign 3-year sustainable fundraising charity fun-run in Kuala Lumpur. The Result Over RM1million garnered from publicity ROI and total 4,500 runners signed up for the events from 2014-2016. studies Case Celebrity Ambassadors Press Conference Sponsorship
- 31. gointernationalgroup.com Symbiotic Support from Startups Media Engagement
- 32. gointernationalgroup.com Key Takeaways ● Build a database of ‘startup friends’ and ‘media friends’, include PR & Event Organisers ● Be open to offer sponsorship of products / services for upcoming events / festivals and in return, enjoy sponsor entitlements like PR & digital campaign mileage, logo on website, booth space at the event, mention in press release or promo codes for event participants
- 35. gointernationalgroup.com 35 Building awareness with under RM10k AD budget
- 36. gointernationalgroup.com RAISED MORE THAN RM30,000,000 IN MEDIA ROI 2008-2017 36 responsibility Social
- 37. gointernationalgroup.com VIDEO GAMES INDUSTRY studies Case Electronic Sports World Cup The Situation ● Armed with MYR10,000 we garnered MYR5 million worth of media ROI IMC Tools used ● Local event ● Roadshows at Cybercafes & Malls ● Engagement in forums e.g. LowYat ● PR - Radio, Print & TV Appearances ● Prime Minister’s Official Visit
- 38. gointernationalgroup.com Key Takeaways ● Cutting edge topic, that no one else was spearheading ● Arranged Spokesperson Interviews on TV / Radio / Print - giving them FIRST SCOOP of the news ● Meeting with Prime Minister lended a lot of credibility
- 39. gointernationalgroup.com What’s 39 next? Which tools will work for me?
- 40. gointernationalgroup.com 40 Reach out to 10 of your friends… Dipstick Survey Tap into the Friends and Family resource… ask them!
- 42. gointernationalgroup.com #cocacola #coke #cokeclassic #simonsinek #dereksivers #generalelectric #GE #always #likeagirl #PnG #Samsung #Jinnyboy #jinnyboytv #action #Netflix #ESWC #videogames #dota #counterstrike #MymercyRun #Mercymalaysia #Sephora #wherebeautybeats #Malaysia #worq #ttdi #proficeo #coworking #Stephaniengdesign #ATX #BolehCompare #AtekGlobal #AuriclePetCottage #Bizstory #Ecoloo #egan #firstlink #gotucatered #accordiaglobal #foodaddictionventures #copper #impulsestudio #mobiversa #gocloudtechnologies #mmc #monkeytheory #myburgerlab #norimalaysia #plantcartidge #thewritersco #pottglasses #pg2000 #pttoutdoor #propsocial #warrantyzen #xused #gointernationalgroup #gointernationalgroupdotcom #jasminelow #nikkiyeo #asiafitnesstoday Now, we're all linked. Thank you, CGP cohort. 42
- 44. gointernationalgroup.com 44 Mission: BE AMAZING for our clients and let Rhythm & Movement inspire and enrich us in all that we do. Headquartered in Kuala Lumpur, Malaysia with a sales office in Penang and Sydney Australia, the GoInternationalGroup.com team offers a collective of 45 years experience in brand communication, PR, sales and marketing and as a group, we’ve served clients from government agencies, institutions, MNCs, consulting firms, corporate Malaysia, SMEs, PR/events and Advertising Agencies. eXperientialCreative | Events | Technology
- 45. gointernationalgroup.com A global team of young minds Welcoming Interns Our founders are deeply passionate about empowering people. In Asia, where over 60% of its population comprises of young people, we take it upon ourselves with the support of partners from around the world to provide a vibrant and inspiring learning environment. We also believe in creating advisory roles for experienced veterans so we can all contribute towards the growth of one of the fastest growing regions on the planet! We hire for attitude and train for aptitude so it’s only natural that we welcome people from all walks of life to join our fray with just one proviso… the willingness to learn and grow together as partners. Email your CV to : KL@gointernationalgroup.com 45 responsibility Social Partners:
- 46. gointernationalgroup.com 46 Let's collaborate Jasmine Low CEO & Founder Go International Group Dotcom Sdn Bhd jasminelow at gointernationalgroup.com All photos and illustrations belong to their rightful owners and must not be reproduced for commercial purposes. Thank you.