Marianne Otterdahl Møller - Multinational and multichannel market communication
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The document discusses the challenges faced by the Norwegian Seafood Council in promoting Norwegian seafood internationally. Some of the key challenges include: communicating consistently in multiple locations and languages, and distributing messages through multiple platforms. It also outlines solutions such as creating different websites targeted at different audiences, making content easily publishable across digital platforms and in multiple languages, and further integrating social media and mobile-optimized websites. The goal is for people around the world to know that the best seafood comes from Norway.
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Marianne Otterdahl Møller - Multinational and multichannel market communication
- 3. Who areMaking Waves? 17.06.11 © MAKING WAVES 3
- 4. The evolution of Making Waves 2001 Design Awesome website Tech
- 5. The evolution of Making Waves 2010 2009 2011 Strategy Design Awesome experience Tech
- 6. We believe multidisciplinary teams are needed to drive innovation
- 7. Multidisciplinary teams -> Innovation Strategi-rådgivning Strategy consulting “magic” Teknologi Design Design Technology
- 8. Making Waves has close to 200 enthusiastic people who embrace this multidisciplinary approach
- 9. We always focus on real user needs Business “viability” User needs “desirability” Technology “feasibility”
- 10. «Multiple touchpoints and over time»
- 11. Norwegian Seafood In context 17.06.11 © MAKING WAVES 11
- 12. Norwegian Seafood Council promote Norwegian seafoodonbehalfoftheseafoodindustry
- 13. Marketing Market intelligence Communication Norwegian Seafood Council The customer 17.06.11 © MAKING WAVES 13
- 14. 6.8 billion EUR exportvalue in 2010 Seafood is Norway’s thirdlargestexportitem Norway is thesecondbiggest seafoodexporter in theworld Norwegian seafood Massive industry!! 17.06.11 © MAKING WAVES 14
- 15. The seafood goes where…? 17.06.11 © MAKING WAVES 15
- 16. 37 million Meals of Norwegian seafood served - every day! Norwegian seafood Eat more fish! 17.06.11 © MAKING WAVES 16
- 17. The challenge 17.06.11 © MAKING WAVES 17
- 18. Consistent market communication Multilocation and multilanguage Multi-platform output The challenges 17.06.11 © MAKING WAVES 18
- 19. Vision : People from around the world shall know that the best seafood comes from Norway Values : Norwegian seafood is natural, safe and a source to excellent food experiences Consistent market communication The challenge 17.06.11 © MAKING WAVES 19
- 21. Multi-location and multi-language The challenge 17.06.11 © MAKING WAVES 21
- 22. Multi-platform output The challenge 17.06.11 © MAKING WAVES 22
- 23. 17.06.11 © MAKING WAVES 23
- 24. 17.06.11 © MAKING WAVES 24
- 25. Multi-site and multiplatform 17.06.11 © MAKING WAVES 25
- 26. Multi-site and multiplatform 17.06.11 © MAKING WAVES 26
- 27. Multi-site and multiplatform 17.06.11 © MAKING WAVES 27
- 28. Multi-site and multiplatform 17.06.11 © MAKING WAVES 28
- 29. Multi-platform output The challenge 17.06.11 © MAKING WAVES 29
- 30. The solution 17.06.11 © MAKING WAVES 30
- 31. Different websites for different target groups One content can easily be published on several digital platforms Easy access to content from other countries Easy handling of multilanguage websites The solution 17.06.11 © MAKING WAVES 31
- 32. Mobile-adapted website Further integration with social media Analysis Keep training the organization to use digital channels The future 17.06.11 © MAKING WAVES 32
- 34. The future 17.06.11 © MAKING WAVES 34
Notas do Editor
- Here to talk aboutfish…Story abouthowgoodcollaborationsecuredsuccess in handling multilocation; multisite; multiplatform; multilanguage
- First thing first…
- 10 years now!How we were thinking back then
- How we think now. What has happened?Competition, noiseMust create extra value to attract users
- Crucial when developing the solution we´ll look at today
- We work closely togetherAlso with customers and partners (eZ)
- Enthusiasm is the key
- Traditionally: biz or techMust always prioritize the end users needsDesign thinking
- …which brings us to the challenge we´ll look at today
- So what´s the story?
- Norwegianseafood: healthy, safe, fresh, premiumqualityPromoteNorwegian seafoodacrosstheworldFinanced by seafoodindustry by taxon all exportsof Norwegian fish and seafoodReports to thegovernment – deptofseafood
- 50 million euros marketing budgetMarketingshallincreasedemand and knowledgeof Norwegian seafoodNSC is theindustry´scentralsource for stats, analysis and informationaboutthe businessMarket admission to Norwegian seafoodNSCshallcontribute to increasingtheindustry´sreputation by activelyinformingthe mediaCommunication and awareness
- Export: new record 7th year in a row – 2011 looks good= Crucial industry for Norway!
- Exports to over 140 countriesMain markets: France and RussiaChina (incl Hong Kong) = marketwithlargestgrowth2011: higher prices on seafood
- What happens around the world?
- So why do we work together?Started in 2009
- Every market did their own campaignsFew possibilities to learn from each otherAdds more platforms to reach users
- Strategy: from price- to quality competitionOperates to and from many countries – must have access to same materials Seafood.noBackground and newsGeneral infoOrder marketing materialsBase for nations respective homepagesBetter exchange of learning experiences between the officesLifecycle customer – more structured management of the site and developmentsWebforum
- Importance for the customer to understand the company throughout various channels and platforms
- Offices in 11 countries – how to handle communication across borders?How to learn from each other?Small administrative staff at HQStandard English language on all campaigns – easy to understand Easy access to other countries campaigns
- Few people in adminSlim organizationEconomies of scale is the goal – when handling it
- Main B2C site in NorwayClear objective: eat more fishAlready know about market; quality; health; etc
- Main B2C site in Sweden But: more focus on background info + market demands it
- Main B2C site USFocus on salmonImportant to create community
- Site targeted towards childrenSome same content (recipes)Other elements adapted to target market
- Main B2B site (int´l)Market information Available in several languages
- iPhone appsRecipes output on mobile platformsIT PT DE
- Meaning:Happy customer = consistent brand experienceHappy company = easy to handle
- Projects currently planned:Mobile main focus area – connection between mobile web and appSoMe adaption – need to create community and integrate with customers Mobile optimization of web content Odoscope analysis makes the job easierOrg: learn from other markets – started Webforum– more efficient organizaiton
- Needs to be a balance between all the needsThe customers experience is always in focus
- Lookin good!Further integration intoeZWell-trained staff
- …and remember – eat more fish!From Norway!