EtMW 8.10 | Client or Agency?
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May 2014 AGENDA 8:45 - 9:15 WELCOME GUEST 9:15 - 9:45 MARKETING 9:45 - 10:30 CLIENT 10:30 - 11:00 AGENCY 11:00 - 11:30 HOW TO START + Q&A
Transcript of EtMW 8.10 | Client or Agency?
May 2014
AGENDA8:45 - 9:15 WELCOME GUEST 9:15 - 9:45 MARKETING 9:45 - 10:30 CLIENT 10:30 - 11:00 AGENCY 11:00 - 11:30 HOW TO START + Q&A
Learning experience that changes lifewww.wecreate.life
Donald NguyenCofounder & Managing Director
Edu-Tech company 093 902 1508 - [email protected]
TÔI CHỊU TRÁCH NHIỆM CHO TẤT CẢ NHỮNG NỘI DUNG CÁC BẠN NGHE KỂ TỪ GIÂY PHÚT NÀY
“ĐỎ THÔI, ĐEN QUÊN ĐI!”
“MÌNH THÍCH THÌ MÌNH LÀM THÔI”
PRICE & COST
SLOW (WRONG) LEARNING IS EXPENSIVE
SÁNG TẠO - TỪ NGHĨ ĐẾN SỐNG
#1 LÀM MARKETING LÀ LÀM GÌ?
Mục tiêu của làm marketing@client là làm cho ngày càng nhiều khách hàng mục tiêu biết đến, sử dụng và trung thành với nhãn hiệu của
chúng ta – từ đó sẽ mua và sử dụng nhiều hơn.
Thực thi ngoài thị trường (In-market Execution)
Quảng cáo & Truyền thông (Advertising & Media)
Kế hoạch Marketing (Brand Marketing Plan)
Kiến trúc Thương hiệu (Range Architecture)
02BRANDKEY
02INTRODUCTION
The key changesintroduced are:
The Brand Planning Toolset incorporates the learningbuilt up from the use of BrandKey in recent years. Italso serves to better integrate the activities involved inbrand equity and business planning, and the translationof strategic vision into local market action.
> Simplification of the BrandKey tools to focus on theBrandKey Vision.
> A simple Range Architecture model to helporganise brand ranges and communication.
> Emphasis on building each brand’s core categorystrength as our business backbone.
> A Brand Vision Plan to define clear strategic goalsand metrics relating to the development of brandequity and business performance.
> A Brand Marketing Plan developed at a nationallevel to specify the detailed actions brands will taketo close the gap between local market starting pointsand the strategic brand vision.
What’s new?
Who does what?
BRANDZIPBRANDKEY
BRAND DEVELOPMENT MARKETING 6P EXECUTION
02BRANDKEY
02INTRODUCTION
The key changesintroduced are:
The Brand Planning Toolset incorporates the learningbuilt up from the use of BrandKey in recent years. Italso serves to better integrate the activities involved inbrand equity and business planning, and the translationof strategic vision into local market action.
> Simplification of the BrandKey tools to focus on theBrandKey Vision.
> A simple Range Architecture model to helporganise brand ranges and communication.
> Emphasis on building each brand’s core categorystrength as our business backbone.
> A Brand Vision Plan to define clear strategic goalsand metrics relating to the development of brandequity and business performance.
> A Brand Marketing Plan developed at a nationallevel to specify the detailed actions brands will taketo close the gap between local market starting pointsand the strategic brand vision.
What’s new?
Who does what?
BRANDZIPBRANDKEY
BRAND DEVELOPMENT MARKETING
02BRANDKEY
02INTRODUCTION
The key changesintroduced are:
The Brand Planning Toolset incorporates the learningbuilt up from the use of BrandKey in recent years. Italso serves to better integrate the activities involved inbrand equity and business planning, and the translationof strategic vision into local market action.
> Simplification of the BrandKey tools to focus on theBrandKey Vision.
> A simple Range Architecture model to helporganise brand ranges and communication.
> Emphasis on building each brand’s core categorystrength as our business backbone.
> A Brand Vision Plan to define clear strategic goalsand metrics relating to the development of brandequity and business performance.
> A Brand Marketing Plan developed at a nationallevel to specify the detailed actions brands will taketo close the gap between local market starting pointsand the strategic brand vision.
What’s new?
Who does what?
BRANDZIPBRANDKEY
BRAND DEVELOPMENT MARKETING
CONSUMER
SHOPPERRETAILER
X-MEN vs CLEAR MEN: CONSUMER vs SHOPPER
AI LÀM GÌ?
#2 LÀM CLIENT LÀ LÀM GÌ? LÀM SAO ĐỂ LÀM TỐT?
AGENCY
CLIENTBrand
managementTrade
marketing
Research
3 CHUYÊN MÔN CHÍNH TRONG CLIENT
Business processCategory strategy
Consumer understanding Brand Positioning Brand Innovation Brand Communication
Idea
Distribution Planning
ATL/BTL Agency Briefing
Communication & Distribution detail planningFinance audit
Approve & Prepare Pre-production Production Launch Monitor/ report
Research
Trade Marketing
Brand Management
Research
Trade Marketing
AGENCY
CLIENTMEDIA
ADVERTISING (IMC) PUBLIC
RELATIONS
EVENT/ ACTIVATION
DIGITAL
PRODUCTION
RESEARCH
MEDIA PUBLISHER
GLOBAL vs LOCAL: ƯU/NHƯỢC ĐIỂM
ĐIỀU GÌ LÀM NÊN MỘT MARKETER TỐT? CLIENT & AGENCY POV
#3 LÀM AGENCY LÀ LÀM GÌ? LÀM SAO ĐỂ LÀM TỐT?
SÁNG TẠO (CREATIVE)
CHĂM SÓC KHÁCH HÀNG (ACCOUNT MANAGEMENT)
SẢN XUẤT (PRODUCTION)
HOẠCH ĐỊNH CHIẾN LƯỢC (ACCOUNT PLANNING)
4 BỘ PHẬN CHÍNH TRONG AGENCY
(1) Client brief (2) Creative brief (3) Brainstorm ideas (4) Review internally (5) Write proposal
(6) Present ideas/plan(7) Revise(7) Re-present(7) Revise…(7) Approve
(8) Raise quotation (9) Pre-production (10) Production (11) Launch (12) Monitor/ report
Creative
Creative
Creative
Planner
Planner
Production
Account
* Bản quyền thuộc về AIM Academy
GLOBAL vs LOCAL: ƯU/NHƯỢC ĐIỂM
ĐIỀU GÌ LÀM NÊN MỘT AGENCY/AGENCY PERSON TỐT? CLIENT & AGENCY POV
#4 QUA-SÔNG CÓ DỄ KHÔNG?
HIỂU
CONSUMER, SHOPPERBUSINESS DIRECTION & OPERATION
MEDIA & CULTURE LANDSCAPE
CONSUMER, SHOPPER, RETAILER
BUSINESS MODEL & STRATEGYCATEGORY INSIGHT
LÀMHOẠCH ĐỊNH, ĐỀ XUẤT, THỰC THI
NGHIÊN CỨU, ĐO LƯỜNG, CẢI TIẾN
HOẠCH ĐỊNH KẾ HOẠCH
ĐẶT YÊU CẦU, KIỂM SOÁT, PHỐI HỢP, ĐO LƯỜNG & CẢI TIẾN
ĐIỀU PHỐI KINH DOANH
QUẢN LÝTEAM NỘI BỘAGENCY PARTNERSPRODUCTION HOUSE
SALES & DISTRIBUTIONSẢN XUẤT & VẬN HÀNH
CREATIVE , MEDIA & RESEARCH
CLIENT & AGENCY
#5 BẮT ĐẦU NHƯ THẾ NÀO?
(Personal advices)
11.000 GIỜ GIẢNG DẠY & TƯ VẤN100.000 “CA” TƯ VẤN
1.000 BẠN TRẺ VÀO NGÀNH
6 THÁNG LÀM SALES
@AGENCY: 6 THÁNG LÀM EVENT
@CLIENT: 6 - 12 THÁNG LÀM TRADE MARKETING
9:00 - THỨ 7 TUẦN SAU, TẠI ĐÂY
