Keynote -- 3M: How Successful Brands Cross International Borders
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Transcript of Keynote -- 3M: How Successful Brands Cross International Borders
3M Confidential.1 April 7, 2023. All Rights Reserved.© 3M
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3M: How successful Brands Cross International BordersJosé Fernando Bazán – eMarketing Supervisor eHub LATAM
3M Confidential.2 April 7, 2023. All Rights Reserved.© 3M
3M Technology Advancing Every Company3M Products Enhancing Every Home3M Innovation Improving Every Life
Our Vision
3M Confidential.3 April 7, 2023. All Rights Reserved.© 3M
70k+ products and solutions from 5 different
Business Groups
Our Business
3M Confidential.4 April 7, 2023. All Rights Reserved.© 3M
140+ Countries
Our Market
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Consumer Business LATAM9 target countries / sub-regions
6 Brands36+ individual brand/country websites
My Playground
3M Confidential.6 April 7, 2023. All Rights Reserved.© 3M
New competitors
Aggressive pricing
Not a priority for consumers
Economies shaking
Low awareness of
product benefits
Our Challenge
3M Confidential.7 April 7, 2023. All Rights Reserved.© 3M
New competitors
Aggressive pricing
Not a priority for consumers
Economies shaking
Lack of awareness
Advertising
Sales
Merchandising
Product Packaging
3M Products
Web Sites
PR
Improve every life with everything you do as a
3Mer
Our Challenge
3M Confidential.8 April 7, 2023. All Rights Reserved.© 3M
Search Engine Marketing!
3M Confidential.9 April 7, 2023. All Rights Reserved.© 3M
Need Buy Post Buy
Online word of mouth (Facebook, Twitter, Blog, Etc)
Research
“I want to take nice pictures
during my trip”
Broad queries (Information Gathering) Learning Specific
Search
- Cameras- Best Cameras
- Cheap cameras
ProSemi Pro
DigitalReflexAnalogLensFlash
BatteryBrands
- Canon E50- where to buy
- price
OnlineOffline
I don’t have an idea
I am ready to make a decision
Teacher (content)
User path to purchase
Satisfaction
3M Confidential.10 April 7, 2023. All Rights Reserved.© 3M
1. Know your Market
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320 million userseMarketer 2013
Google Public Data – World Bank: Internet as a percentage of population
LATAM in numbers
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Mobile is not optional
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http://edition.cnn.com/2012/10/09/business/mobile-society-phone-brazil/
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Country Av. Search Queries p/user
Colombia 233
Peru 203
Mexico 178
Argentina 175
Venezuela 168
Brazil 150
Chile 148
Latin-American users do 179 web search queries a month.
ComScore State of Internet Argentina 2011
24% more than American users
“We can readpeople’s minds”
3M Confidential.15 April 7, 2023. All Rights Reserved.© 3M
Argentina Brasil Chile Colombia México Perú80%85%90%95%
100% 97%
87%90%
94%91% 91%
92% of Latin-American users do a web search before they buy a product
ComScore State of Internet Argentina 2011
Purchase Behavior
3M Confidential.16 April 7, 2023. All Rights Reserved.© 3M
2. Know your Products
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3. Analyze your website
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BrandBrand + Product Name
Brand + Generic Product Name Generic
Product Name Category Related
RelevanceAudience Reach
Strong Not so much
RELEVANCE + REACH + PERFORMANCE
1. Relevance metrics:a) Campaign performance: CTR, Quality Scoreb) Page performance: Bounce, page views, time on site, new visitors
2. Reach metrics:a) Est. monthly searchesb) Est. impression share
• Users that are searching for a solution, no brand involved
• Higher volume of searches• New relationships: awareness
generation
3M Confidential.20 April 7, 2023. All Rights Reserved.© 3M
Content is everything.
3M Confidential.21 April 7, 2023. All Rights Reserved.© 3M
4. Analyze your campaigns
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Keywords that we were targeting
Content that we had
$$$$$$$$$$$$$$$Consequences:- High CPA- High CPC- Low CTR- Low Quality Score
“This doesn’t mean that we want to invest less.
This means that we want to play to win”
3M Confidential.23 April 7, 2023. All Rights Reserved.© 3M
Crafts
User searches User finds
Scotch Website
User knows
Scotch adhesive solutions for crafting
1 2 4User intention to buy
Where to buy visit
5
NEED VISIBILITY AWARENESS PURCHASE INTENT
User learns
How to do crafts
ENGAGEMENT
3
Text Ad
Organic positioning$$$
What are the needs related to your brand, product or service?
Are you findable? What do you need users to learn from your brand / Product? Do you have the content?
How can you measure success?
3M Confidential.24 April 7, 2023. All Rights Reserved.© 3M
5. Change your agency
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“Make them part of your team”
Make them part of the annual planning
Share company’s vision
Challenge them
Long term relationships
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6. Change your agencyclient
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Walk and learn together. Guide your clients to get what the business needs.
Teach them
Challenge your client
Be honest
Learn
QuestionExperiment
3M Confidential.28 April 7, 2023. All Rights Reserved.© 3M
7. Measure and report
3M Confidential.29 April 7, 2023. All Rights Reserved.© 3M
109% increase in web traffic 2013 vs. 2012
Doubled the investment
70% of traffic came from Search Engines
55% increase in Organic Search72% increase in CTR31% lower CPC
Branded4%
Non Branded
96%
3M Confidential.30 April 7, 2023. All Rights Reserved.© 3M
8. Back to basics
3M Confidential.31 April 7, 2023. All Rights Reserved.© 3M
Need Satisfaction
There is a human behind the computer
3M Confidential.32 April 7, 2023. All Rights Reserved.© 3M
??
?
??
?
3M Confidential.33 April 7, 2023. All Rights Reserved.© 3M
Thank you!