The Treasure is in the Data - How Three International Brands Found Marketing Gold. Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit

1. Brand as the
Broadcaster of the Future
Christina Lim
Director, Brand & Marketing
NTUC Fairprice
Damien Bray
Global Director, Development
Brand New Media

2. The Story of Brand is Changing
Consumers are the most powerful force of
marketing
Over half of brand communication was peer-to-peer,
through earned media rather than paid media
Demands more transparency and unimpeded access
to information

3. New Developments that drive
advertisers into engagement mode
• People, rather than governments, or companies,
control the media
• Media fragmentation
• Consumers ability to control media interruption
Top-down, one-way, single-platform
communications no longer effective

4. Branded Presence – Conventional
Approach
• TV advertising
• Product Incidental
• Logo Placement
• Print Advertorial
• TV Commissioned Show

5. TV
Commissioned
Show

6. Mobile and Social – the 2 most
dominant media

7. Next 10 years
• Building Trust
• Align Value with values
• Embracing Technology to make life easier
• Communicating, engaging and socializing
• Go everywhere your consumers go
Ref: Consumer 2020
by Deloitte

8. Dramatic Shift in Context in which Brand
Communicates
Content is no longer consumed in advertising context.
It’s now consumed in social context
Share of Mind -> Share of Heart
Brand’s Story -> Consumers’ Story

9. Shift in Branded Communications
Outbound Marketing
Push
Single Platform
Sponsored Presence
Print/ TV
Ad messages
Inbound Marketing
Pull
Multiple Platforms
Branded Experience
Online. Social. Mobile
Conversation

10. Reality Shows - FairPrice Family Cook Off
Season 1 and 2

12. A Few First’s
• Crowd Source
• Content
• Multiple Platform
• Integrated Distribution
• Engagement - Entertainment
• In store Activation

13. “61% of consumers report feeling better about and
buying more from companies that offer custom
content.”
– Research by Custom Content Council 2011 (NY)
“90% of consumers say they find custom content
useful and …
…78% believe that organizations providing custom
contents are interested in building good
relationships with them”
Rise of Content

14. Brand’s Need For Content
• Sell Products
• Provide information
• Conversation with consumers

15. BLOGS

16. Content on the go

18. Brand as Publisher
Marketers are increasingly using the power of their
brand to pull consumers to content
Brand has transformed from being entertainment
sponsor to
Content creator
Content curator
Content consolidator

19. More retail brands are generating contents
for marketing
Home Depot
1,400 “How-to” video clips covering a range of topics from appliances,
selecting building materials, home decor tips to installing lights and fans
Tesco YouTube Channel
> 500 videos
Woolsworth
100 videos online.
Walmart YouTube channel
1500 videos online

20. Triggers
- Quantity of Video Content
- Quality of Video Content
- TV Shows / Campaigns / Events are great
for short-term hype and buzz – how can
we achieve more sustainable effect
- Winning in the zero moment of truth

21. Singapore’s very own
food TV channel

22. Key Considerations
• How can we deliver information in relevant
consumer contexts
• How do we entertain - What is the desired brand
experience for the consumers
• What should be the content mix – editorial,
entertainment, program origin
• How can the content assets be shared/ distributed

23. Key Considerations
• How can we cater to viewers’ media consumption
habits – multiple devices, VOD vs. live streaming
• What technology should be deployed to broadcast
the content
And…
• How can we rally the CPG partners/suppliers to
create a better content eco-system
• How can we drive in-store activation

24. Trans-media IPTV
channel

25. the channel play
audience aggregation ecosystem
brands digital
assets
drive traffic to IPTV
through brands
websites, social,
media, database
edm, etc
brand marketing
communications
promote the IPTV
channel URL across all
marketing
video QR
codes
leverage via print
media, POS, out of
home media etc
channel social
media
pages act as another
doorway in, as well as a
place to drive content
sharing, conversation
and deeper
engagement
community
outreach
bloggers, celeb channel
fans - drive video
content sharing through
embedded links in blogs
and social media
Off platform
content
distribution
Broadcast TV
Instore TV
OOH TV
paid media
SEM, digital and
social buys
using video play
embed to drive
audience
IPTV channel
view on any connected device

26. New Trend in Broadcast Industry fueling
the change
An ALWAYS ON marketing asset
Leading edge tech – linear broadcast and VOD publishing
Anywhere anytime on any connected device
TV Like experience
2 way interactive relationship

27. New Trend ….
Empowerment Content – information, ideas, inspiration
Sociable Content – customers as advocates
Transact able Content – click to buy
ROI - Drive Time Spent With Brand – engagement
Re learning
Law of Reciprocity……….. Every consumer is a VIP

28. Going Forward…
Brands needs to transform Business
Model & Acquire Skill Set
Technologists . Business strategists . Analytic experts
Storyteller . Entertainer . Relationship Manager .
Media Owner . Publisher

29. Respect the “laws”
Change the “rules”