Advertising

5TH out of 12 ClassesE308 BBA – Final Year

23 Jan 2013

Carrie LawIgnite Media Group

17+ years of experience in the cross-media, communications, and technology fields. Regional exposures in Greater China, Asia, Europe, and the U.S.

Fostered partnership with leading media as CCTV Moving Media, Tencent, Sina, Youku, China Mobile, China Telecom, Openrice, Groupon, Gaopeng, Foursquare, Jiepang.

hk.linkedin.com/in/mediacarrielaw/

[MO] +853 6229 0330[HK] +852 9220 0622claw@igniteasia.com

MSN: gocarrie@hotmail.comSKYPE: gocarrie

Guest speaker Bio

I’m blind. Please help…

IT IS A BEAUTIFUL DAY……

BUT I CAN’T SEE IT.

What did this video tell us?

What is/are the difference(s) of these two messages?

Original Message:

It’s about ME. Just ME.

Revised Message:

It’s about YOU & ME?

CAN’T SEE vs. SEE

Your empathy on Me.

NO CHANGE!

Context, Medium & Channel

Break-out time

- UNSEEN DICTATION -

Group ONE

Group TWO

MESSAGESare NOT perfectly delivered!

More, advertising is ONE-to-Many

NOISE NOISE

HE SHEAGEKNOWLEDGE

CULTUREHABIT

BEHAVIOUR

BECAUSE…

Many from all walks of life

IN THE GOOD OLD DAYS…

Today, consumers are more ACTIVE in purchase journey

PUSH

MASS

PULL PURCHASE

SEARCH & SOCIAL SOCIAL

60% Nearly 60% of consumers start their purchase journey with SEARCH.

Source: GroupM Search study with comScore.“The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway. February 2011”

45% VS 51%

Source: GroupM Search study with comScore.“The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway. February 2011”

Consumers who convert are equally likely to use a combination of SOCIAL & SEARCH

as opposed to just

SEARCH

use SEARCH THROUGHOUT the purchase process versus 26% only at the beginning and 18% only at the end

Source: GroupM Search study with comScore.“The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway. February 2011”

26%

45%

18%

64% of consumers say they are likely to follow a brand via SOCIAL MEDIA after purchase and indicate aspirations for connections and content from a brand in the space.

Source: GroupM Search study with comScore.“The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway. February 2011”

Source: GroupM Search study with comScore.“The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway. February 2011”

TMT Changes are Challenges to us…

Culture-specific adds complexity!

ADVERTISING

It’s ALL about PERSPECTIVE!

Know me?

Know me?

Know me?

For some brands, a SYMBOL is ENOUGH.

Know me?

Know me?

Know me?

Why DON’T they know me?

For some brands, it is N OT like that.

How do get to be known?

What works? What doesn’t?

Measurable or NOT?

Measurements

Are they all measurable?

How about –ve tweets & comments?

Which ROI is better?

A B

Tangible & Intangible

New Trends!

If you were an Advertiser…

AdvertiserAgency

Ad Network

Ad Server

Carrier(Portal)

Content Enabler

Content Publisher

Carrier(Network)

(Handset) Consumer

Advertising Media Deliver

Source: IAB

Here are your stakeholders:

Measure & Optimize

Attract Visitor

Retain & Grow

Customer Convert Visitor to Customer

- Identify the target market- Reach out to most visitor- Find strategy to convert

visitor into customer- Retain and grow customer- Manage customer

relationship and get further interaction

An advertiser should:

As a media conglomerate, what we do?

Ignite Media Group is a media conglomerate targeting visitors to Asia’s premier entertainment destination, Macau.

We provide quality, reliable, and cost-efficient, one-stop media solutions and business services to partners.

We operates in Hong Kong, Macau and Guangzhou.

Brand AgencyMedia

Network Publisher Consumer

When a brand needs promotion, advertising, brand exposure and / or ecommerce sales…

A One-stop solution with single point of contact

What we have?

PR & Creative Agency Services

What Ignition Does• Public Relationship Management• Event Planning• Digital Marketing• Design• Custom Branding

Ignition is how businesses gain an inside track in fast growing Macau, its key markets China and the Southeast Asia region.Our dynamic boutique agency delivers personal service across the marketing spectrum with a firm focus on business results.

A multi-cultural team of passionate people with top tier agency and MNC experience. You. Can. Depend. On. Us.

IGNITE MEDIA GROUP 1

Diversified Magazine

DOUBLE PAGE SPREAD

IGNITE MEDIA GROUP 2

FULL PAGE

DMDestination Macau magazine depicts the best of Macau, focusing on luxury brand’s trendy design and exclusive interview with top managers and designers. This bilingual magazine is placed in casinos and hotel living rooms, delivering the highest standard of identity.

TKTasting Kitchen serves as a guide book for the gourmets who travel to Macau. It covers almost all the high end restaurants in this exotic island for food lovers to explore. From this mirror you can also see the cooking philosophy of world-class chefs.

BOOMFor trend-conscious readers, BOOM is definitely a informative magazine. She features hot events, releases stories of the growing street and alternative culture scene.

Billboard Building TV Car Park Taxi Ferry

Ed-ad is a leading outdoor media company in Macau focused on controlling key outdoor spaces for media exposure and tactical advertising. EC-ad provides a diverse range of outdoor advertising solutions for businesses based in Macau, but also in Hong Kong and Zhuhai China.

PRISM

The first and only online video channel for viewers in Greater China and around the world who want to know about what's on, when and where in Macau and the Pearl River Delta area. She produces short-form travel features and special features about Macau and Hong Kong.

Case Study

Altira Hotel Branding

• Video• Taxi• Billboard• Light Box• Magazine• Interview

Sands Hotel Marketing

• Taxi• Magazine

Galaxy Hotel Marketing

• Taxi• Light Box• Magazine Editorial

Star World Hotel Marketing

• Magazine• Yellow Page• Video Feature

Stepping into 2013, Hilton is thinking about how to grow faster…

So they found the Onion to work out a new website.

In fact, more than a third of the business of Hilton Hotels and Resorts is generated by leisure travelers, and the new campaign is directed at them.

&

New

Website

There is a diagnostic test as a gimmick to arouse people’s passion to plan a holiday.

Vacationitis

Symptoms

Then created funny cartoon images to remind people of overloaded days.

Lead to

Booking

Page

Finally called people to book rooms for their refreshing holiday…

The Onion had 4.5 million Twitter followers and 2.2 million Facebook fans, to whom the new Hilton website will be promoted. Established last year, Onion Labs has included Microsoft, Dodge and 7-Eleven among its clients.

If you are the Hilton’s vice president of global marketing , what will you look for in this campaign?What is your comment on their strategy ?

Q & A

Thank You.