This is Sweathead with Mark Pollard (@markpollard), a podcast where we discuss strategy and ideas - what these things are, how to get good at them, and how to earn money from being good at them.
Is it me or does the passing of big seasonal celebrations bring both disappointment and relief? I love the festivities, the food and mood, but don’t really want it to go on all the time.
A bit like the advertising of the season. It has become part of Christmas, Ramadan and Chinese New Year to look forward to what brands can do. But I am sure we don’t really want that all the time.
Like the season itself they are too full of emotion, formality and an expectation to be great all the time. Now I know many readers of Mumbrella like to heckle the paucity of originality in CNY advertising. Every year, we hear: “Where is the John Lewis of Asia?”
Read More At:www.mumbrella.asia/2019/02/the-verdict-on-the-chinese-new-year-ads-of-2019-why-is-fun-such-a-rare-commodity
Marketing Futures is an initiative of Ideamax Creatives limited. It is a platform which is all about shaping marketing success for Bangladesh businesses by bringing the global best practice to the market through workshops and seminars that provide real experiences, real exercises, real advice from globally experienced practitioners.
Not just speeches … real interaction, real participation, real learning!
Marketing Futures is an initiative to shape marketers for tomorrow to face the challenges that we cannot comprehend today. This will be done by bringing in international expertise, experience, and examples of today and tomorrows marketing communications to smart marketers in Bangladesh. Focused on marketing communication and it’s adoption of technologies, digital tools, integrated planning, and storytelling, Marketing Futures is the platform providing leading-edge training programs, workshops, seminars, brand consultancy and social learning. Recently, it organised Research Futures, a workshop event for marketers. ICE Business Times was a partner
THE ALLEGORY OF MAKING COMMERCE MAGIC
Could you detail the emergence of storytelling and the connections it makes?
Well, storytelling is nothing new of course. It is literally as old as recorded history and way beyond that. Storytelling in business has been used in all civilisations. Of course, as with most modern marketing techniques, the versions of storytelling we use in marketing really took off in the European Renaissance. That is when we saw the massive use of the times best storytellers commercially hired to tell stories on behalf of businessmen and political leaders. Most of the great artists of the time were hired to create stories that influenced audiences about the power, influence, strength of those sponsors.
Read More At: http://ibtbd.net/market-metrics-making-changing-future-business-business/
LESSON 6: PICK TACTICS THAT WILL BRING ALIVE YOUR STRATEGY, DON’T PICK TACTICS BECAUSE MAGAZINES LIKE THIS ONE ARE TALKING ABOUT THEM A LOT.
For example, using a celebrity, or influencers, or KOLs (key opinion leaders) are all tactics. Variations of the same idea. You want to use the importance of individuals to bring attention to your offer. Regardless of strategy one of these tactics may play a role :
Celebrity … using really famous faces and names gets quick awareness. It’s the tactic of “attraction”. It can be used to help bring all kinds of strategies alive. It can be used in all kinds of mediums. Often you hear criticism like “yeah, but it is lazy thinking and uncreative”. Often true. Using the most famous celebrity you can afford is just dumb. Finding a celebrity that reflects what your brand stands for and can add understanding of brand values while getting attention is great. Go look at Nespresso and George Clooney, a beautiful example of a brand character being projected through a globally recognized face. Most commonly and effectively used in strategies like “Look at me” or “We have a distinct style”.
Influencers … using people who have gained influence with your key audience. We get confused by thinking “influencer” is a product of the “social media” age. Not true. Using influencers is as old as marketing ( 1,000 of years ). But what is easier now is tactically finding different influencers for each of your current and potential audiences. Again don’t think “let’s pay this one influencer a lot and we can get her half million followers”. Think “who are our different audiences, which influencers are right to talk to each audience, how can that influencer add value to our strategy?”. It is a niche tactic or series of niche tactics best used when you want to bring alive a strategy like “we get you and your interests”.
Read more at: http://ibtbd.net/lesson-6/
A look into Thailand's brand in the context of its South East Asia neighbours.
Thailand is a brand. Like all brands, Thailand exists in a competitive world. Thai business people doing business internally or for export, foreign companies exploring or trying to break into the Thailand market — all must consider what the competition is doing and where their target market stands against those competitors.
In order to help a range of clients prioritise what matters about the Thailand brand, Ai.agency undertook a new look at the country in the context of its South East Asia neighbours.
To undertake the research we applied Significance Systems’ Significance Suite — online products which perform real-time research. These tools search the whole of the internet around the chosen subject area, analyse all relevant content, then apply quantitative narrative analysis to identify and understand the key narratives driving engagement with that subject. Or in other words: Significance Suite provides access to a bias-free machine expert, which reads everything relevant to a subject and then can tell us what really matters.
We used the platform to look at Thailand in comparison with Malaysia, Vietnam, the Philippines and Indonesia. The following is a short summary of some of the results with links to fuller reports.
Read More at: greenbookblog.org/2018/02/19/country-brands-the-narratives-which-drive-brand-thailand-and-its-competitors/
Asia ad land veteran and now start-up boss Dave McCaughan laments the lack of spark and insight in the recent spate of campaigns celebrating arguably Singapore's biggest holiday
We live by and for special events. Life is mostly humdrum. Gathering together makes us happy. Family moments are special moments.
Chinese New Year is a time for family (replace and fill in with Christmas, Ramadan, Diwali, or your own preferred annual cultural celebration).
You have all seen the brief. You have all seen ‘insights’ that in all honesty are not. They just repeat what we know.
Hallmark figured out the right schmaltz that would sell cards around ‘special days’ because they are ‘special days’. Coke managed to capture the essence of Christmas by using an easy to understand symbolic image. Big holidays linked to tradition really mean family, and maybe friends, coming together. That one time of the year when we can have some certainty, comfort and care with those closest to us.
So what is a brand to do? You want to be a part of the celebration. You want to ‘connect’ with the people. You want to be seen as nice guys. Respectful of the cultural importance of a special occasion but also a part of it. And brands have been doing it for a long time.
Now there are so many well-made campaigns that say: ‘We understand and share in your moment and maybe we can make it a little better’. The trope might have been started in early 20th century Christmas celebrations, but in my 20-plus years in Asia, it has now come to be applied to all major holidays. CNY is no different.
And it works. Sort of
Read More at: https://www.mumbrella.asia/2018/02/the-verdict-on-singapores-cny-ads-nice-gentle-and-completely-forgettable
Lessons Learned is a series from Marketing Futures where Co-Chairman Dave McCaughan shares some of his experience from three decades leading the marketing communications for major international brands across Asia.
No matter how good you are there is always something market research will teach you
First, let’s be clear: You should NOT do market research yourself. Remember lesson no 1 in this series (the September issue) “You are NOT normal”. The worst mistake marketers make is believing “well I know” because they think they have experience. I have met and worked with and for hundreds of senior marketers, business people and agency executives from some of the world’s best companies and the number one consistency I have learned is that they all knew less about the people they wanted to become their consumers or customers than they thought.
The number two consistency was that the really successful one loved and spent a lot of time understanding market research.
And while I applaud managers who go out and spend the time personally interviewing, discussing with and observing their potential consumer they have a natural bias to read in to ever encounter what they think is right.
Read more at: http://greenbookblog.org/2018/01/29/lessons-learned-no-4-dont-assume-get-a-professional-to-ask/
Ghengis Khan, rich lamb stew, incredibly cheap cashmere sweaters. Go on, what else comes to mind of when you think of Mongolia? How about a truly professional and interesting market research conference. Well last week in Ulan Baatar that is what we got.
The APRC (Asia Pacific Research Committee) brings together 12 MR industry bodies from 11 Asia Pacific countries and last week near 350 marketers and researchers, including over 60 from all parts of Asia and beyond gathered in UB for it’s annual conference. In it’s brief history of a little over a decade one of the defining features of the APRC is it’s organising top level international speakers at events held in important, but often over looked locations for conferences like this. Places like Xian, Auckland and now Mongolia’s capital.
Read more at:http://www.greenbookblog.org/2017/10/20/mongolian-adventures/
GreenBook, the premier platform for thought leadership and business connections in the marketing insights industry, is proud to announce that Dave McCaughan has been appointed to the role of Strategic Advisor, Asia Pac. In this role Dave will function in several important ways: as an ambassador for all GreenBook initiatives in the Asia Pacific region, as Chairman of the IIeX Asia Pac event, as a Regional Commenter for the GRIT report and as a member of the Global Advisory Council helping to define GreenBook’s evolving offerings for the global industry.
Lukas Pospichal, Managing Director of GreenBook, commented “Dave is a legend in the industry and one of the most influential thought leaders in the Asia Pacific region. There is no one better to help offer guidance on how GreenBook can best serve this all-important market and serve as an emissary as we develop the relationships needed to effectively help the industry grow there.”
Dave joins Ray Poynter as Strategic Advisor- Europe and Rafael Cespedes as Strategic Advisor – LatAm in similar roles and a growing list of Advisory Council members and global partners who work with GreenBook on bringing their leading platform to the world. Working closely with Leonard Murphy, Executive Editor of GreenBook this team is helping to redefine the industry for the 21st century.
Dave commented “I have been friends and collaborators with the GreenBook team for several years now and believe the platform they have built is an important part of the insights industry is Asia Pac. I’m thrilled to have the opportunity to play a more substantive role to help bring their vision to life here and on a global basis.”
Dave will be making his debut in his new role at the upcoming APRC conference and is already hard at work on working with the advisory council for the IIeX Asia Pac conference in Bangkok, Thailand in December.
Read more at: http://www.greenbookblog.org/2017/09/24/dave-mccaughan-joins-greenbook-as-strategic-advisor-asia-pac/
As an ex-librarian Dave loves to leave references for further reading. Here are a selection of articles and posts you might find of interest.