[There’s really no title to this presentation today.] And I’ll tell you the reason later. ,THE ART OF WRITING A DECK ,BY JOYCE LING ,BECOME TREMENDOUS IN CREATING ULTRA STRATEGIC MARKETING & COMMUNICATIONS PLAN ,BY JOYCE LING ,STRATEGY & MARKETING ,BY JOYCE LING ,WELCOME TO THE WORLD OF PPT ,BY JOYCE LING ,[Nutrition Facts] ,1// the magic of your plan lies within, well your plan. ,2// the client does not care if you spend a good hour on the title, he cares if you deliver. ,3// the client will not stay for 3 minutes on your title page, so do not spend 3 hours on perfecting it. ,4// you can make up any title as you wish, and the client will still expect the same deliverable. ,5// get the right information on title page, in precision and clarity. That’s it. 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Is eating fried chicken an experience? Hardly, it’s an action. Is eating fried chicken while watching Korean drama, taking a selfie, and share it out an experience? More like it. But it’s much larger than that. ,experience ,spy on them god’s voice create a world invade their lives not everyone does it, outcast doesn’t ,[Nutrition Facts] ,1// spy on the target. If you don’t know what they do, how to you get them do stuff? ,2// you can mimic God’s voice, lead them to believe it’s what they should do. ,3// a world doesn’t consist of just a website or a wechat. If you live in a world like that I’d say it’s pretty sad. ,4// that’s right. It has to be everywhere. ,5// make them feel like they are an outsider if they don’t do it. ,What they do, and what we can get them to do ,Select the right touch points ,g,n,i,e,t,c,a,i,n,r,o,a,r,v,A,When and where? ,Tailor activations to happen here, in series ,[to create an experience] Do the above five things. ,by the way, ,That was Integrated Marketing. ,This is your consumer insight ,What they do, and what we can get them to do ,When and where? ,This is to assess where you should tap into ,This is where you communicate from media, OOH, personal devices, retail, services ,Select the right touch points ,Tailor activations to happen here, in series ,What do you want to make happen at these occasions and places? ,This is your Public Relations & Social brand voice ,g,n,A,n,r,o,i,a,r,v,i,e,a,t,c,common mistakes that one will NOT get away with. ,1. Simply “place” a piece of content onto multiple outlets. 2. Fail to include retail services, which is the final destination for any customer. 3. Lack of consistency from channel to channel. 4. Still address these touch points by “online” “offline” 5. PR becomes an isolated part in the eco system. 6. Treats every touch point equally. 7. Fails to plan by phases with different touch point assortment. ,Two basic ground rules: ,1. Consistent brand voice and message across ALL touch points (about the same incident does not count) ,2. Leverage each communication channels intrinsic strengths to achieve a greater impact together than each channel could achieve individually. ,Organizational culture ,The organization's vision and mission Attitudes and behaviors of employees & partners Communication within the company ,Four P's ,Price( pricing plans, bundled offerings) promotions product (product design, accessibility, usability) Places (point of purchase, in-store/shopper experience) ,Advertising ,Broadcasting/mass advertising: broadcasts, print, internet advertising, radio, television commercials. ,Outdoor advertising ,billboards, street furniture, stadiums, rest areas, subway advertising, taxis, transit ,Online advertising ,mobile advertising, email ads, banner ads, search engine result pages, blogs, newsletters, online classified ads, media ads ,Direct marketing ,direct mail, telemarketing, catalogs, shopping channels, internet sales, emails, text messaging, websites, online display ads, fliers, catalog distribution, promotional letters, outdoor advertising, telemarketing, coupons, direct mail, direct selling, grassroots/community marketing, mobile ,Online/internet marketing ,E-commerce Search engine optimization (SEO) Search engine marketing (SEM) Mobile Marketing Email marketing Content marketing Social Media ,Sales & customer service ,Sales materials (sell sheets, brochures, presentations) Installation, customer help, returns & repairs, billing ,Public Relations ,Special events, interviews, conference speeches, industry awards, press conferences, testimonials, news releases, publicity stunts, community involvement, charity involvement & events ,Promotions ,Contests, coupons, product samples (freebies), premiums, prizes, rebates, special events Trade shows Booths, product demonstrations ,Corporate philanthropy ,Donations, volunteering, charitable actions ,[Nutrition Facts] ,1// 90% of the so called “Marketers” do not know what integrated marketing really. ,2// most of the agencies are expertise driven, and therefore do not have the full scope of understanding either. ,3// you will hear “integrated marketing” in every campaign, and the truth served, most are not a bit close. ,4// think cake & salad. ,5// the truth is, you will not be able to provide all the services, but be sure you take all touch points into consideration and assess together with your client. ,Wait up, here’s my favorite part… ,You have homework! ,www.slideshare.com www.authorstream.com www.speakerdeck.com ,
