Maximizing Marketing Maximizing Marketing Strategies in a slowing Strategies in a slowing

economyeconomyPresented by Roger Presented by Roger KerkKerk

14 August 200814 August 2008

•• PreludePrelude•• Antidote for Slowing Antidote for Slowing

EconomyEconomy•• WhatWhat’’s Hot?s Hot?

WhatWhat’’s s Ahead?!Ahead?!

Accidentally started Armstrong in 2000Accidentally started Armstrong in 2000

PreludePrelude

Cap Lang

Some of my passed love…

about 4 months ago

Merged with Krakatua: ICOM

Who is Krakatua: ICOM?www.krakatua.comStarted since 1994Staff Strength: 40

Who am I?

I am just a businessman, a Chinaman to be exact

Specialized in Marketing Execution, Training and Coaching

Marketers are faddish, irresponsible, … don’t think like business people …more akin to a recalcitrant child …

McKinsey CEO/CMO Survey

I donI don’’t have all the answerst have all the answersjust sharing experiencejust sharing experience

How many of you are here because you think that the economy is slowing or already slow?

How many of your company is already affected by the economy?

All the case studies, to be presented today, happened during or post an economy slowdown in the 80s and 90s.

Case 1 - Caltex Rank & Win 1998

Promotion Results

• First indemnified contest in Malaysia• 10 million instant redemptions redeemed• Instant prizes were out of stock• 3 million contest forms collected• 3 office lots were rented for storage of the

contest forms

Promotion Results (2)

• Two weeks of traffic jam at the post office• More than 1,000 winners• Caltex was the only other petrol

companies that achieved positive annual market growth (+2%).

Antidote for slowing economy

Change your “Lifestyle”!

How?!

Get more for your Get more for your advertising expensesadvertising expenses

Reduce Ad size Reduce Ad size but add frequencybut add frequency

Reduce frequency Reduce frequency increase creativityincrease creativity

Explore new mediumExplore new medium

WhoWho’’s your daddy?s your daddy?

Your Existing Customers

Focus on your Focus on your existing customersexisting customers

CRM & MGMCRM & MGM

Explore Explore Strategic Brand AllianceStrategic Brand Alliance

Case 2 – Guinness Club

• Talkback Program (1997)• Database classified by drinking habits:

P7D, P4W & Occasional• Behavioral studies

Guinness Rod & Line (1998~2000)

Case 3 – McDonald’s Monopoly Campaign (Since 1987)

Increase brand experience Increase brand experience instead of brand awarenessinstead of brand awareness

BEV = Brand Experience ValueBEV = Brand Experience Value

Delight Customers at all TouchpointsDelight Customers at all Touchpoints

ReRe--target Your Markettarget Your Market

Be More Selective and Targeted

The Rich will still be Rich.The Rich will still be Rich.

WhatWhat’’s needed will still be needed.s needed will still be needed.

Find new market

Explore the Blue Ocean StrategyExplore the Blue Ocean Strategy

What’s Hot?

1. 1. BTLBTL turning ATLturning ATL

PR led campaignPR led campaignEvent led campaignEvent led campaignPromotion led campaignPromotion led campaignSampling led campaignSampling led campaignOnline led campaignOnline led campaignLoyalty led campaignLoyalty led campaign……

BK MC

2. From Traditional to 2. From Traditional to Alternative MediaAlternative Media

Social Marketing

Ad Space Ad Space for salefor sale

3. Go for the young 3. Go for the young

3. Go for the young 3. Go for the young (and rich)!(and rich)!

4. Authenticity: 4. Authenticity: Brand SoulBrand Soul

Communicate with Respect, Insight, Passion

Life Cycle Assessment Create a win-win Aspire Neutrality

Demonstrate the Profitability of Caring

5. Beyond5. Beyond……ProductsProducts

Like it or not, we are all in Like it or not, we are all in Service MarketingService Marketing

Beyond Green to TransparentBeyond Green to Transparent

Green MarketingGreen Marketinga.k.a. Sustainable Marketinga.k.a. Sustainable Marketing

Ironically,Ironically,thanks to the thanks to the ““uncivilizeduncivilized”” man.man.

What did you get out of this?What did you get out of this?

In Short:In Short:

Return to the Return to the marketing basics.marketing basics.

Question and AnswerQuestion and Answer

Thank YouThank YouRoger Roger KerkKerkHP: 012HP: 012--380 2816380 2816Email: Email: roger.kerk@armstrong.po.myroger.kerk@armstrong.po.myFacebookFacebook: : rogerkerk@gmail.comrogerkerk@gmail.comMSN: MSN: rogerkerk@hotmail.comrogerkerk@hotmail.com