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7 new habits of advertising

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Advertising is effective when Defined problem was solved
But before this, it has to be watched, heard, read, interacted, participated…

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7 new habits of advertising

  1. 1. 7 NEW HABITS OFeffective advertisingRMIT – HCM CAMPUS / 20TH APRIL
  2. 2. ANDHOW DIDVIETNAMMARKETABSORBTHESEHABITS?
  3. 3. WHO I AMHO CONG HOAI PHUONG •  Mechatronics engineer based Advertising planner•  Master of marketing- Solvay Business School •  7 years of experience (BP, LOWE, Dentsu network…) •  My Client: ASUS, Honda, Vinamilk, Kinh Đô, Sapporo,Toshiba, Abbott, Gấu Đỏ, Vietnamobile, Romano…•  I love football, playing with my son and advertising
  4. 4. WHAT I DO FOR LIVINGSTRATEGIC PLANNING MANAGER@ DENTSU ALPHA•  Understand what is really going on outside my office(brand, people, culture…)•  Identify the fundamental problem/opportunity to liberatemy clients potential•  Stimulate, encourage & inspire my creative colleaguesto make better and more effective creative solutions
  5. 5. WHY I AM HEREI LOVE TO SHARE•  I do •  I think •  Then I share
  6. 6. WHAT IS EFFECTIVENESSIN ADVERTISING?DEFINED PROBLEM WAS SOLVEDBUT BEFORE THIS, IT HAS TO BE WATCHED, HEARD, READ,INTERACTED, PARTICIPATED…
  7. 7. YOU WANTSTHEIR ATTENTION.ME TOO!More ads can be transmitted to aconsumer than the consumer can process,the consumers attention becomes thescarce resource to be allocated.
  8. 8. TODAY, FIRST STEP OFEFFECTIVENESS ISTARGET AUDIENCE’SATTENTION
  9. 9. MEDIA CHALLENGE•  People attention is scared •  More and more things are interesting than our works •  Consumer’s media is fragmented•  People can control their media and use them the waythey want
  10. 10. THE INDUSTRY BIGGEST ENEMY ISEVERYTHING.FROM MOVIE, POP STARS, NEWPHOTO SHOOTING TREND, PSY TOSMALL FACEBOOK STATUS
  11. 11. 7 HABITS OF EFFECTIVEADVERTISING TO GETPEOPLE ATTENTION1.  We create a movement, not an ad 2.  Brand needs a position in people life 3.  Being interesting then different 4.  TVC isn’t dead and internet is good friend 5.  Digital fulfills demand 6.  Publicity stunts go viral 7.  Brand creates new medium
  12. 12. WE CREATEA MOVEMENT.NOT AN AD
  13. 13. COMPARE WITH HUMANRELATIONSHIPS, BRANDRELATIONSHIPS ARE THIN
  14. 14. INSTEAD OF BEING ABOUTPERSUADING PEOPLE TO BELIEVESOMETHING,IT IS ABOUT UNDERSTANDING &TAPPING INTO WHAT THEY ALREADYBELIEVE
  15. 15. I BELIEVE NOWADAYS PERSONALSUCCESS IS A CONSTANT JOURNEYOF PROGRESS, NOT A DESTINATION
  16. 16. WE CREATE A MOVEMENT. NOT AN AD
  17. 17. BRAND NEEDSA POSITION INPEOPLE LIFE(NOT POSITIONING)
  18. 18. RIES AND TROUT WERE WRONGMOTHER DIDN’T CARE MUCH ABOUTTHE WORLD OF “CLEAN” OR “WHITE”
  19. 19. “The brand idea is based on thebelief that when kids are developingand learning they will sometimes getdirty, and some parents worry aboutthis. DIG can free mothers from theworry by taking care of the dirt. Inother words; the dirt goes, but thelearning stay” Rohit Jawa, Regional Category VicePresident – Laundry, representsSouth Asia and Southeast Asia onthe DIG Global Brand Team
  20. 20. MORE THAN AMESSAGE ORPROMISE, BRANDSHOULD DO AND PLAYA MEANINGFUL ROLE INCONSUMER’S LIFE
  21. 21. BRANDNEEDSAPOSITIONINPEOPLELIFE
  22. 22. BEINGINTERESTINGTHEN DIFFERENT
  23. 23. “NOBODY READS ADS. PEOPLEREAD WHAT THEY WANT TO READAND SOMETIMES IT’S AN AD”HOWARD LUCK GOSSAGE
  24. 24. CHALLENGING WISDOM FROM REAL DATA•  BRANDS DON’T HAVE EXCLUSIVE IMAGE ATTRIBUTES•  BRANDS DON’T ATTRACT DIFFERENT KINDS OF USERS.•  PEOPLE DON’T THINK BRANDS ARE UNIQUE OR DIFFERENT•  PEOPLE DON’T REGARD EVALUATING BRANDS AS VERY IMPORTANTSOURCE: HOW BRANDS GROW - BYRON SHARP      
  25. 25. “We in advertising tend to start with our message and work outward. We are spendingtoo much time on what we want to say, rather than what people want to hear. Maybewe should flip the traditional planning process. From message-out planning to audience-back strategy. Dispense with propositions and focus on more thoroughly understandingwhat people are into.”LAWRENCE GREEN, ‘IN SEARCH OF THE NEW CREATIVE IDEA’, CAMPAIGN 28TH SEPTEMBER 2007
  26. 26. BEING INTERESTING THEN DIFFERENT
  27. 27. TVC ISN’T DEADAND INTERNET ISGOOD FRIEND(AS LONG AS IT GOOD)
  28. 28. SUCCESS OF BRAND BASED ON HOWMANY PEOPLE KNOW IT RATHER THANBRAND LOYALTY
  29. 29. 30S OF MUSIC,STORY, TALENTS,CELEBS… IS STILLTHE BEST WAY OFSTORYTELLING TOTHE MASS
  30. 30. THE INTERNET IS CO-EXISTING WITH, NOTCANNIBALIZING TV
  31. 31. TVC ISN’T DEAD
  32. 32. DIGITALFULFILLSDEMAND
  33. 33. MORE PEOPLE USE SMARTPHONEDOES NOT GUARANTEE THEYWELCOME YOUR ADS
  34. 34. WE SEE DIGITALAS A MEDIUMHE SEES THEMAS A TOOL
  35. 35. BIGGER IDEASRICHER CONTENTSCOOLER TOOLSBETTER SOLUTIONS
  36. 36. DIGITAL FULFILLS DEMAND
  37. 37. PUBLICITYSTUNTSGO VIRAL
  38. 38. STUNTAn unusual or difficult feat requiring great skill ordaring; especially: one performed or undertakenchiefly to gain attention or publicity
  39. 39. STUNTS FEED ONTHE PUBLIC ANDMEDIA’S INSATIABLEDEMAND FOR THENEW AND OFFBEAT
  40. 40. UNEXPECTEDHUMORCELEBSCHALLENGESSEXEMOTIONLUCK& HARD WORKING
  41. 41. PUBLICITY STUNTS GO VIRAL
  42. 42. BRANDCREATESNEW MEDIUM
  43. 43. “We are not in the business of supportinga media industry, we are in the business ofconnecting with customers”TREVOR EDWARDS, VICE PRESIDENT, GLOBALBRAND AND CATEGORY MANAGEMENT, NIKE
  44. 44. STOP INTERRUPTING WHATPEOPLE ARE INTERESTED INBE A PART OF THEIR INTERESTSAND MAKE IT MORE
  45. 45. CONSUMER > IDEA > CHANNEL
  46. 46. BRAND CREATES NEW MEDIUM
  47. 47. THANK YOU!

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