Transcript @kati_sulin #TOPmarketing

Integrating Online Dialogue
to company’s marketing mix –case Fazer
@kati_sulin #TOPmarketing
17/10/12
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16.7.2015
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Fazer Food Services
Fazer Confectionery
Fazer Bakeries
The digital-embedded life
Huge opportunity for the brand.
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Bringing people together, the digital way
Ravintolapäivä
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Image CC: tulenheimo
Falling in love, the digital way
Datable.com
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Listening to music, the digital way
Spotify and other streaming apps
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Working, the digital way
Gold farming in online games
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Helping others, the digital way
Kiva.org
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Consumer Understanding is the key
Daily time allocation
12%
8%
4%
4%
4%
1%
14%
37%
16%
Browsing
Messaging
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Games
Multimedia
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Expanding the brand experience
Service
Publications
Product/ser
vice
Dialogue
Advertising/
branding
Factory
visits
Event/face
to face
Fazer news
Brandjournalism
Entertainment
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First Name Last Name
Fazer ecosystem
CHOCOLATE
|
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First Name Last Name
Chocolate
Product info, online
customer service on
site / Twitter, product
development
Brand stories, Facebook fan page,
product info, Twitter feed, competitions,
videos, iPhone application (recipe book,
healt info, etc)
Online version,
iPad version,
blog
Product/service
Sharing of
experiences,
contact form
Event info, expert
blog, invite and
register, Twitter
feed
Advertising/branding
Fazer online
comms, additional
info, blog, video,
pictures, etc.
Seasonal blogs,
video stories,
recipes & tips
Fazer publications
Events/Face to face
Fazer news
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First Name Last Name
Factory visits
Seasons
The way to build brands has changed
TV-led Broadcasting Paradigm
Word-of-Mouth-led Internet Paradigm
Recommender
Score
Total
Population
Brand
Awareness Brand
Consideration
Brand Strength
= f (No of Users x Net Promoters)
Target
Brand
Preference
Strength of
Preference
Today
Message + Media
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Number
of Users
Experience + Word-of-Mouth
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Decisions are emotional.
Brands drive feelings.
Brand = promise = value
Rethink your touchpoint
strategy
PR
WoM
Relationship
marketing
Retail POS
TV
Service
16.7.2015
Consumer
Digital
marketing
Print
Comms
Radio
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NBR
Social
media
Blogs
Event sponsorship
product placement
etc.
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Rethink your internal way of working
ATL
Retail
PR
Digital
Every idea is the result
of a collaboration.
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ONLINE DIALOGUE
PR
-PAX challenge in Fazer blog
-Twitter discussion
-Facebook distribution
HELSINKI-NEW YORK flight
- Product sampling + QR code
HELSINKI-VANTAA
AIRPORT
EVENTS
-product sampling with QR code
Visitor marketing at the factory
F MAGAZINE (QR CODE)
M&M PAID ADVERTISEMENT
ANIMATED
STORY OF PAX
FROM FINLAND
MOBILE OPTIMIZED
CAMPAIGN SITE
Makes the world taste good.
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