Internal training documents on corporate and product marketing

1. Strategic
Marketing
Internal Training Course
Not for public use
Gen Shueh 2021

2. Confidential
COPYRIGHT @ 2021 Good Way Technology Co., Ltd. All rights
The Art of Marketing
1
Objectives:
Improving the appearance of a company, it’s products and solutions to stakeholders.
1. Create Demand.
2. Satisfy Customer.
3. Increase Market Share.
4. Generate Profit.
5. Enhance Goodwill & Public Image.

3. Company
Culture
Technology
Products & Solutions
2
What needs to be Marketed
Preferring you over others
Bringing the future to today
Reliable, Advanced, Efficient, Affordable
Mirroring core values & Image

4. Confidential
COPYRIGHT @ 2021 Good Way Technology Co., Ltd. All rights
Do ODM companies need Marketing?
3
#1: Fear of upsetting customers
#2: Leaders have poor understanding of marketing and branding power
Marketing and good branding = awareness and positive perceptions
Creating Credibility and Differentiation

5. 4
Impression Building
New Existing
Image
Creativity
Professional Information
Quality
Service
Trust
Discipline
Response
Rate
Competitive
7 seconds

6. 5
What is a Healthy Marketing Budget?
2020 CMO survey:
February: 8.6% of revenue.
June : 11.4% of revenue
Definition: Refers to all costs for
1. Marketing
2. Advertising
3. PR/IR
4. Promotions
5. Content Creation
6. Programs
U.S. Small Business Administration recommendation

7. 6
It’s Worthwhile to make more investments

8. 7
So What’s the Plan?
Strategic Marketing
Corporate Marketing
Product Marketing
Customers
Research Firms
Bloggers
End Users
Geeks
Vloggers
Customers Financial Institutions
Government Supplier/Tech Partners Employees
Investors Security Firms Shareholders Agencies

9. Amplifying your Core Values
Corporate
Marketing
Product
Marketing
Image
Technology
Awareness
Human Resources Willingness Ability Efficiency
Culture
Quality
Service
Safety
Reliability
Perception
Accountability
8

10. 9
Objectives
• Strategy: Establishment of programs to increase the digital footprint and push factors to gain a competitive edge with stakeholders
and win a favorable position.
• Investors: Increase visibility..
• Existing Customers: Keep the fire burning and enhance interest for new models.
• Potential Customers: Turn interests into new business.
Investors
Existing Customers
Potential Customers
Active Push of Information
Passive
Centralized Push / SEO
Email Automation
Tradeshows/Cold Calls
Email/Concall/Limited f2f
After
Before VS

11. 10

12. 11
The foundation of Push + Pull Strategic Marketing
eMail
Newsletters
Webcast
Social Media
SEO
Website
Social Media
Recruitment Sites
Video Sites
Slideshare

13. 1. Set up the infrastructure.
2. Create Class Groups.
Automated Marketing (CRM)
1. Master RWD Website
2. Localized Websites (at least in multiple languages)
Website
12
Rollout Phases – Laying the Foundation
Be Social
1. Linkedin
2. Youtube
3. Flickr
Paid Marketing
1. Press Releases
2. Influencers
3. Adwords/others

14. 13
Automated Marketing

15. 14
Afraid of data loss? Pick the big ones…

16. 15
Social Media and someone…
Needs Content
needs to generate that content…
on a frequent basis!

17. 16
Paid Marketing – Increasing Digital Footprint
• Press & Media
• Influencers
• Adwords
• FB Ads

18. 17
oh, by the way…
This is one investment
making content
This is the other investment
distributing content

19. 18
The Marketing Team
Product
Marketing
• Sales Enablement
• Sales Training
• Sakes Kits
• Product Localization
Content
&
Communication
• Content Creation
• Editorial
• Public Relations
• Investor Relations
• Outreach
• Social Media
• Newsletters
Field
Marketing
• Field Events
• Showcases
• Regional Programs
Operations
• Web development
• Web management
• Analytics/Data
• Automation
• Ad hoc Analysis
• SEO
Creative
• Branding
• Branding Design
• Story
• Website Design
• Email Design
• Conceptual Design
(at least, what it should look like)

20. 19
Can be decentralized to each Sales Person
With information shared with PM & Marketing Teams
Need a Database Framework to share knowledge
What about Market Intelligence?

21. 20
Action, and GO!
Establish the foundation for Marketing Infrastructure
Corporate
(Strategic Marketing)
Product
(Product Marketing)

22. 21
Addressing Our Bottlenecks
Profit
Organization
Operations
Technology
Collaboration
Materials
Logistics
Production Efficiency
Cost
Pricing
Priorities
Strategy Resources
Growth
Market Share
Sustainability

23. 22
Prioritize Bottlenecks & Solutions
01 02
Resources
Technology
Organization Collaboration
Operations
Bottleneck
Work flows use a lot of
human labor, wasting
time and prone to errors.
Possible Solution
Decrease & Shorten
meetings. Automate
data creation to save
labor and time.
Possible Solution
Utilize the right SaaS
tools to enhance
collaboration
Bottleneck
Limited or no tools to
enhance collaboration
efficiency.

24. 23
So Where are you now?
Digitalization
Automation
Data Convergence
Digital Collaboration
Analytics & Forecast
Customer Experience
Operation Process
Employee
Experience

25. 24
Digital Transformation => Business Model Disruption
The Key to Digital Transformation is Automated,
Organized and Useful Data
Target Audience Objective Results Examples
Employee
experience
Enhanced Productivity Internal Communication Tools, Collaboration Tools
Operational
process
Enhanced Efficiency + Lowered Costs Modeling, Automation, Process Improvement
Customer
experience
Analytics -> Prediction -> Enhanced
Services
Blogs, Social Media, Apps, Data Capture, Speedy
Response

26. 25
Priority Should be here: Customer Experience Improvement
• Customer Portal (Good To Have)
• Customer ID + Password System.
• Customer Data Collection. KYC.
• Customer Order Tracking.
• Customer Delivery & Shipment Status Tracking.
• Customer RMA Tracking.
• Customer Performance and Trend Tracking (By customer / by model).
• Automated AR due dates Notification.
• New product Notifications.
• White paper Notifications.
• Industry trend & technology updates Notifications.
• Customer Questionnaire + Wish lists.
Digitalization Automation Data Convergence are required to do the below
All these data need to be
converged into a simple, easy to
view, dashboard or searchable
system

27. 26
In Summary

28. 27
Thank You