arun krishnan marketing and communications strategy approach
TRANSCRIPT
Arun Krishnan
Marketing and Communications
Strategy Approach
In This Presentation
Marketing and Communications: Strategy Approach
Case Study – HRH Prince Hassan of Jordan
Case Study – Pontiflex AppLeads
Three Step Approach
Inform Differentiate Saturate
Inform
Identify target audiences
Develop narrative based on product/market history
Conduct primary and secondary research to identify: Market trends Pain points
Identify thought leaders and influencers
Differentiate
Discover a finding that’s: Counter-intuitive Unique Worthy of sharing
Develop one clear message based on finding: Reiterate message in all tactical executions Increased frequency will drive awareness, recall
and recognition
Saturate Develop cadence of messages at regular frequency
Engage target audience across multiple touchpoints Press Display Search Social Mobile
Optimize, optimize, optimize Across discrete channels Use learnings from each channel to inform overall campaign
Case Study – Majlis El Hassan
Objectives Drive awareness of the Majlis El Hassan
HRH Prince Hassan’s organization Working to further human security in the Middle
East
Challenges Lack of focus in communications activities
Prince Hassan is a renowned intellectual Asked to provide thought leadership in a variety
of areas Difficult to embellish brand for the Majlis El
Hassan
Strategy Approach – Inform Conducted research on HRH’s:
Past articles Keynote addresses Determined which messages resonated with the
target
Interviewed staff members to determine Capabilities Focus areas
Strategy Approach – Differentiate Honed in on four key focus areas
Water, energy and the human environment Interfaith solidarity Inter-regional cooperation Human dignity
Determined overarching message Long-term solutions to further human security Contrast neatly with current focus on military
security
Strategy Approach – Saturate Surrounded target audience with key
messages:Social MarketingWebsiteEvents/
MeetingsBroadcast
MediaOpinion PiecesPress
Releases
Results:
• Embellished thematic approach using compelling content
• Delivered key themes of the Majlis to world leaders and influences
• Over 100,000 shares on social media
Case Study – Pontiflex AppLeads
Objectives Drive awareness of AppLeads mobile ad
platform In-app advertising Advertiser presents coupon/discount/offer to
consumer Consumer can sign up for the offer with their
email address Advertiser pays only for valid email addresses
Challenges Crowded marketplace
Established players like Google and Facebook Scores of new startups
Banner advertising firmly entrenched in market People used to existing ways of doing
advertising Barrier to entry high for a new advertising model
Limited marketing budget
Strategy Approach – Inform Target audiences
Advertisers and App Developers
Key findings Mobile ad models largely similar to those on
desktop/laptop Advertisers pay when a person clicks on their ad However, mobile screens are smaller than
laptops/desktops People click on ads by mistake Advertisers pay money for wasted clicks
But just how much money was being wasted?
Strategy Approach – Differentiate Commissioned consumer survey with Harris
Interactive
Survey found that “nearly 50% of people said that they clicked on mobile ads more often by mistake than they do on purpose.”
Existing ad models charged for clicks Nearly 50% of mobile ad dollars were being wasted
Click-based models were deeply flawed AppLeads was a clear alternative
Message: Pay only for results – not for wasted clicks
Strategy Approach – Saturate Surrounded target audience with message:
Nurturing
Lead Generation
Search
Display
Press
Results:
• 500 + press placements
• 1,000 + leads
• Successfully repositioned the company from an online to a mobile entity
I Have Provided Marketing/Communications Services for these Organizations
