arun krishnanmarketingcommunications
DESCRIPTION
Arun Krishnan: Marketing and CommunicationsTRANSCRIPT
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 Marketing
Website
Events/Meetings
Broadcast Media
Opinion Pieces
Press 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
