Marketing and Recruitment
Global Presentation Event (Kuala Lumpur)
Laurence Foure: June 2015
Brand
Recruitment
Marketing
why brand ?
Who are our customers?
Enables decision making
Reassures the customer
Helps build and protect market share
Helps justify pricing
Contributes to company value
and specifically for us...
Opens doors Creates opportunities Aids Decision Making Reassures
• but this is also true for our competitors
But this is also true for our competitors
Are we fighting hard enough?
What do we do?
Communicate appropriately
steps
how do we stack up in the marketplace
positioning ourselves in the market
In positioning a brand you need to establish points of parity with others
expertise service size
expertise innovation service size
expertise we have the people
innovation this is how we work ‌ the back drop ‌
service
how we look after the client
size
big enough to handle the business
developing an image
building awareness and understanding
loyal client base
brand resonance
brand opinion
brand understanding
potential market
brand awareness
looking after all the touch points
This is our foundation, carbon footprint, community participation, social awareness
5 point plan 1. How do we stack up in the marketplace 2. Where are we positioned in the market 2.1. Expertise 2.2. Service 2.3. Size 2.4. Innovation 3. Developing and image 4. Building awareness and understanding 5. Looking after all the touch points
But we don’t have millions, how do we do this?
campaign
PR is a lot like chess
How do we get the brand out? Product / service training Social media and marketing Press Partner promotion (the activities) Strategic Partners & Regional Marketing
How are we going to get there? Business intelligence Global Partnerships Collaborative Strategies New products New Markets
Purpose
Strategy
Stake Holder Needs
Processes
Results
Behaviour
Success Requires Personal High Touch Interaction