Brand Marketing and Effective Communication

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Brand Marketing and Effective Communication

• May 13, 2000

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Agenda

• What is the market like?
• Building a dotcom brand
• Challenges
• The essentials
• What makes a campaign effective ?
• The SUNDAY.com story
• The way forward

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The Market

• Cluttered environment tens/hundreds of dotcoms
  are launching and rushing for presence and
  competing for SOM.
• Spent non-discriminately in order to capture
  market share.
• Top 10 dot.com spending HK 66.5 million in 1999.

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The Market

• The world seems to be extremely optimistic about
  the new economy.
• B2C transactions in the US were worth 20 billion
  in 1999. Forrester Research
• Forecast expects that figure to grow to 184
  billion by 2004. Forrester Research
• By 2010, e-Shopping will account for 15-20 of
  retail sales. Goldman Sachs

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Hong Kong Top 10 dot.com advertisers

• Dot coms spent millions of dollars on traditional
  media to promote the sites, primarily to build
  brand-name and increase usage rate.
• Source Hong Kong Adex

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Hong Kong Top 10 dot.com advertising spending by
medium
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What do they want to achieve?

• Build brand recognition
• Support existing business
• Expand business channel
• Generate new revenue from advertising/e-commerce
• Fund-raising

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Why Build Brands?
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Buildings age become dilapidated. Machines
wear out. Cars rust. But what lives on are
Brands

• Sir Hector Laing

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Brand value is the extra worth engendered in
customers, whose loyalty is made more secure.

• The Economist (Dec.,1988)

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Their continuous usage goes beyond rational
features.
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What you show is more important than what you
say.One Brand. One Voice

• David Ogilvy

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Brands are part of a strategy aimed at
differentiating supply. Companies do so by
consistently and repeatedly providing an ideal
combination of attributes -- both tangible and
intangible, practical and symbolic, visible and
invisible.

• Strategic Brand Management New Approaches to
  Creating Evaluating Brand Equity Jean Noel
  Kapferer

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Building a dot.com brand

• Understand your market your target
• Is your business a B2B, or B2C? Which is more
  promising? Do you have a sound business model?
• Find out the point of Differentiation
• Defining your competition is getting difficult?
• Understand the issues and limitation
• People tend to go direct to the site. No more
  browsing around. No more impulse buying - Brand
  registration is getting more difficult .
• The importance of Top of mind awareness.

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Branding a dot.com brand

• Understand the issues and limitations
• Logistic management is critical to success-
  delivery, customer services, system integration.
• Intermediaries vs Dis-intermediaries
• The creation of cyber-mediaries
• Redefining intermediaries functions.
• Directories, Malls, Publishers
• Network-based intermediaries will remain a
  prominent structural feature of the
  e-marketplace.

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What makes a campaign effective

• Understand who you are talking to
• Distill brand values and personalities into
  communications
• Communication has to be
• Single-minded
• Innovative break-through the clutter
• With a unique selling point and consumer benefit
• Interesting
• Consistency 360 o Communications

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THE PRODUCT HAS TO SELL. Do not launch if you
are not ready. You have only one chance.
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The Launch of SUNDAY.com
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The launch of SUNDAY.com

• SUNDAY.com was launched end of 99 as one of the
  sub-brands under SUNDAY.
• Capitalize on the SUNDAY distinctive brand
  personality.
• Ride on irreverent and innovative platform.
• Extensive advertising to reinforce brand vision.
• Focus on communicating enhanced services to
  substantiate brand claims.
• Cross-sell existing SUNDAY mobile subscribers.

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The Way Forward

• Understanding the very nature of the web and
  eCommerce is key to success.
• Interactivity
• Personalization/ One-to-one communication
• Speediness
• Tribalization vs globalisation
• Community-based

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The Way forward

• There are 30,000 e-tailers out there, and
  probably 25,000 will have to go away. Ernst
  Young, 2000
• Adopting a hybrid of web and physical presence
  strategy.
• Complementarities between web and physical
  presence
• Trust and embeddedness
• Understanding consumer need behavior
• Local knowledge

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THANK YOU.