스타트업을 위한 광고마케팅 전략(DOT Case)

1. August 26th, 2016
Marketing Strategy for Startup
dot x Serviceplan Korea

2. Why a startup meets
an Advertising & MKT agency?
„STARTUP MARKETING“

3. Why an advertising agency
meets a startup ?

4. dot x Serviceplan
HOW WE CHANGED THE GAME

5. WHY WE STARTED
THIS JOURNEY

6. FOUNDED IN 1970
INDEPENDENT AGENCY
3,000+ PEOPLE
TOP 200+ CLIENTS

7. FUTURE BUSINESS MODEL
Challenges in Korea – dominated by inhouse
system

8. vsinstagram kodak
DISRUPTION EVERYWHERE
Challenges worldwide

9. STRATETIC OPPORTUNITIES
challenges into

10. CREATING
GOLDEN WIN-WIN

11. 2015. March. First contact with Dot.
시각장애인을 위한 세계 최초 점자 스마트 워치.

12. Dot with 4 people with Priority on Product Dev.
• Good technical foundation
• Goverment & SKT support
• Stable company environment
• Great vision, Great passion
• Targets, Marketing strategy
• Define Positioning
• Difficult product message
• No marketing resource

13. Beauty
of Advertising
Agency
One-Stop-Solution
to function as
BIZ INCUBATOR
FOR STARTUP

14. COMMUNICATION EXPERT
Enterpreneurs, Influencers, Indusrty Leaders, Broadcasting Channels,
Top Journalists, Opinion Leaders, Tech Gurus, Investors, Ambassadors
Business Consulting, Brand Strategy, Key Positioning, Targeting, Storytelling, Logo,
UI & UX, Contents, Video, Interactive, Mobile Application, Web Design, Industrial
Design, Technology, Presentation, Media
TOP 200+ CLIENTS VALUE CHAINS
NETWORKING AND MENTORING
Mentoring, Retail Channels, Sales Liaison, Sponsoring, PPL, Becoming part of
Accelerators or a Platform to enter a market, Global Aid & Networking

15. 15
REACHED 3 GERMANS IN
HQSECURED 70+ MIL KRW (60+ MIL)

16. 16
Business Intelligence
Digital Campaigns
E-Dialogue & E-CRM
Websites & Shops
Social Marketing & Engagement
Mobile
Media Planning & Buying
Direct Response
Search & Affiliate
Conversion Lab
Targeting & Trading Desk
Facebook-Marketing
building best brands
Market Research - Digital Media Research - Insight-based Consulting
BEFORE: Broad Message in the beginning...

17. SEOUL – MARKETING CREATIVE – HAMBURG
AFTER: Joint-Innovation Team for Dot
Under Chief Creative Officer. Alex Schill

18. TOUCH IT
R E D E F I N E TA R G E T S , P O S I T I O N I N G , K E Y
M E S S A G E

19. EXPERIENCE THE WORLD
ONE TOUCH
AT A TIME.
B R A N D I N G S T R AT E G Y W I T H L A U N C H I N G
C A M PA I G N

20. Experience. Connect/Communicate. Educate
FOR WORK. EDUCATION. DAILY
LIFE.

21. Studying math with abacus calculation
Web Surfing only through texts
No way to see images
DOT.Thefirstbraillesmartwatch
$5,000 $950+ Kindle Contents
DRAWING UP A LONG TERM
COMPANY ROAD MAP TOGETHER

22. SOME OF MARKETING
SNAPSHOTS...

23. 2015 Sept. Innovation Day in Munich, Serviceplan
: Networking with C levels of global companies
: Meeting Silicon Valley guru, Sajiv S.Chahil

24. 2015 Sept. Innovation Day in Munich, Serviceplan
: Generating biz opportunities with big clients

25. Braille
is my light. Andrea Bocelli
DOT.Thefirstbraillesmartwatch
Finally, our dream coming true...

26. 2015 Oct. Milano Expo
: Meeting with Andrea Bocelli
: Having a workshop with Bocelli Foundation &
MIT Fifth Sense Lab

27. 2015 Oct. Milano Expo
: Meeting with Andrea Bocelli
: Having a workshop with Bocelli Foundation &
MIT Fifth Sense Lab

28. 2015 Nov. Speech at Herald Design Forum.
: Inspiring opinion leaders & design-marketing gurus
: Getting connected to Facebook & Pixar

29. 2016 CSUN Disabilities Conference, San Diego
: Stevie Wonder pre-ordering a Dot watch

30. MARKETING EXECUTIONS
&
ACCELERATION
OF THE GROWTH
Already got attentions
from Press & Investors
Had good programs
from Gov. and SKT

31. DOT.Thefirstbraillesmartwatch
US, India, Kenya + 40 countries
Featured in 500+ worldwide media

32. Awarded at world renowned stages

33. CREATE
BRANDING FOR AWARENESS
2016. MARCH. AT A SCHOOL FOR THE BLIND IN LA, USA

34. T H E F I R S T B R A N D F I L M – B R A I L L E
S M A R T WAT C H

35. D O T X D E U T S C H T E L E C O M X B O C E L L I

36. SUMMARY

37. 150,000 pre-orders
시리즈 A 투자 유치 중. 점자 스마트워치에 이어, 닷패드, 공공점자 모듈 준비
from Korea, Africa, Saudi Arabia, UK, France, Finland, countries around the world
Dot Watch Mass Production starts in Oct. 2016

38. 2 CANNES LIONS
INNOVATION &
PRODUCTDESIGN

39. Press and industry attentions

41. 1
2
3
4
Strategic opportunities for both companies
Opportunities for innovative leadership & impluses
New form of relationships, value chains and new perspectives
Opportunities for mutual finance benefits (shares / mkt budget)
KEY-TAKE AWAYS

42. Do we need always Mass media driven advertising with
big media spending?
Or Is there an innovative and lean way of communication,
but more impactful?
KOREAN STARTUP
ECOSYSTEM

43. INNOVATIVE COMPANIES
INNOVATIVE
CONSTELLATIONS

44. TRUSTTEAMWORK & PARTNERSHIP

45. FUTURE DIRECTION

46. From a pilot incubator trial
toward a Global Startup Accelerator
STARTUP ACCELERATOR
SEOUL – MARKETING CREATIVE – GLOBAL

47. Building best brands.
Under Serviceplan Holdings, set up
an ADVERTISING VENTURE company for Startups
We are also looking for a JOINT PARTNERSHIP with
ACCELERATORS
Strategic alliance with TECH STARTUPS more in
need of our marketing aid

48. Agency = Startup
We both keep up
the small speed boat spirit.

49. THANK YOU!
Julie Kang / General Manager
j.kang@serviceplan.com
+82 2 6200 6411
+82 10 4738 9194

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Copyright

51. Serviceplan Korea
fort hill b/d 3F
122-1 dokseodang-ro
yongsan-gu 140-884
seoul, korea
+82 2 62077315
spseoul@serviceplan.com
serviceplan.co.kr
Building best brands.
© 2016 – House of Communication