LAAJENNETUN TYÖSSÄOPPIMISEN HANKE 2012 - 2013 Keskuspuiston ammattiopisto Pakkala Pekka
Pekka Rantala - Mainontapaiva 2012
description
Transcript of Pekka Rantala - Mainontapaiva 2012
Tehtävänä makuelämyksetTehtävänä makuelämykset–– työkaluna vahvat työkaluna vahvat bränditbrändityy
Pekka Rantala Pekka Rantala
1 20.9.2012 © Fazer. All rights reserved
Pekka RantalaPekka Rantala@@FazerSuomiFazerSuomi ##MainontapaivaMainontapaiva
To help othersTo help others to haveto haveTo help others To help others to haveto haveprogress progress in their in their lives.lives.p gp g
9 20.9.2012 © Fazer. All rights reserved
Consistent delivery.Clear product category.Premium experience
Engineering premium.Premium experience.Focus on quality of engineering.“The ultimate driving machine.”
Loyal fan base.Huge PR machine.gDesign simplicity.Innovative user experiences.
Cult.p
“This changes everything.”
Youth culture.Youth culture.event‐driven.t d fi i Youth energy.category‐defining.
Edgy, risky, aspirational, funny.“Gives you wings.”
LegacyLegacy.
Rugged, classic, pioneering. Levis invented bluejeans.Levis = USA. Roots. Integrity. “Original.”Original.
A unique storyAuthenticFamily Roots TraditionFamily, Roots, TraditionA brand that’s more than a brand..
Taste SensationsTaste SensationsTaste Sensations.Taste Sensations.
h b ild b d h h dTV l d B d ti P di W d f M th l d I t t P di
The way to build brands has changedTV-led Broadcasting Paradigm Word-of-Mouth-led Internet Paradigm
BrandA
TotalPopulation
Recommender Score
Brand StrengthBrandConsi-
deration
AwarenessBrand Strength = f (No of Users x Net Promoters)
BrandPreference
Target
Strength ofPreference
Number of Users
Today
Message + Media Experience + Word-of-Mouth
of Users
19 20.9.2012 © Fazer. All rights reserved
Loyalty remains Loyalty remains key key hi khi k hh kkRethinkRethink how how you keep your customeryou keep your customer
21 20.9.2012 © Fazer. All rights reserved
The captiveThe captive passivepassiveThe captive, The captive, passivepassiveaudience audience is deadis dead..
Rethink your touchpointstrategy
DigitalmarketingTVC
PR WoMRetail POS Relationship
marketing
Digitalmarketing
Consumer marketingPrint
Radio
TVC
Comms
Social Blogs
Service Event sponsorshipproduct placementetc.
marketing
OOH
Radio
Cinema
Socialmedia
OOC e a
23 20.9.2012 © Fazer. All rights reserved
Flagship
We put more focus on few powerPower brand
We put more focus on few power brands
Classic hero
Sil hSilent hero
Join andJoin and enhanceenhanceJoin and Join and enhanceenhanceexisting existing conversationsconversations..
Marketeers AgenciesMarketeers Agencies
ConsumersConsumers
Trade customersTrade customers
Every ideaEvery idea is the resultis the resultEvery idea Every idea is the resultis the resultof of a collaborationa collaboration..
We bring We bring MarketingMarketingand Communicationsand Communicationsand Communicationsand Communications
under under one roof. one roof.
32 20.9.2012 © Fazer. All rights reserved