Integrating Online Dialogue to company’s marketing mix –case Fazer
The digital-embedded life
Bringing people together, the digital way
Falling in love, the digital way
Listening to music, the digital way
Working, the digital way
Helping others, the digital way
Consumer Understanding is the key
Expanding the brand experience
Fazer ecosystem
The way to build brands has changed
Decisions are emotional.
Brands drive feelings.
Brand = promise = value
Rethink your touchpoint strategy
Rethink your internal way of working
Every idea is the result of a collaboration.
Makes the world taste good.
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SulimIntegrating Online Dialogue to company’s marketing mix –case Fazer

1. Integrating Online Dialogue to company’s marketing mix –case Fazer

@kati_sulin #TOPmarketing
17/10/12
1
23.9.2018
© Fazer. All rights reserved

2.

Fazer Food Services
Fazer Confectionery
Fazer Bakeries

3. The digital-embedded life

Huge opportunity for the brand.
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23.9.2018
© Fazer. All rights reserved

4. Bringing people together, the digital way

Ravintolapäivä
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23.9.2018
© Fazer. All rights reserved
Image CC: tulenheimo

5. Falling in love, the digital way

Datable.com
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23.9.2018
© Fazer. All rights reserved

6. Listening to music, the digital way

Spotify and other streaming apps
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23.9.2018
© Fazer. All rights reserved

7. Working, the digital way

Gold farming in online games
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23.9.2018
© Fazer. All rights reserved

8. Helping others, the digital way

Kiva.org
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23.9.2018
© Fazer. All rights reserved

9. Consumer Understanding is the key

Daily time allocation
12%
8%
4%
4%
4%
1%
14%
37%
16%
Browsing
Messaging
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23.9.2018
Games
Multimedia
© Fazer. All rights reserved

10. Expanding the brand experience

Service
Publications
Product/ser
vice
Dialogue
Advertising/
branding
Factory
visits
Event/face
to face
Fazer news
Brandjournalism
Entertainment
10
First Name Last Name

11. Fazer ecosystem

CHOCOLATE
|
11
First Name Last Name
Chocolate

12.

Product info, online
customer service on
site / Twitter, product
development
Brand stories, Facebook fan page,
product info, Twitter feed, competitions,
videos, iPhone application (recipe book,
healt info, etc)
Online version,
iPad version,
blog
Product/service
Sharing of
experiences,
contact form
Event info, expert
blog, invite and
register, Twitter
feed
Advertising/branding
Fazer online
comms, additional
info, blog, video,
pictures, etc.
Seasonal blogs,
video stories,
recipes & tips
Fazer publications
Events/Face to face
Fazer news
12
First Name Last Name
Factory visits
Seasons

13. The way to build brands has changed

TV-led Broadcasting Paradigm
Word-of-Mouth-led Internet Paradigm
Recommender
Score
Total
Population
Brand
Awareness Brand
Consideration
Brand Strength
= f (No of Users x Net Promoters)
Target
Brand
Preference
Strength of
Preference
Today
Message + Media
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23.9.2018
Number
of Users
Experience + Word-of-Mouth
© Fazer. All rights reserved

14. Decisions are emotional.

15. Brands drive feelings.

16. Brand = promise = value

17. Rethink your touchpoint strategy

PR
WoM
Relationship
marketing
Retail POS
TV
Service
23.9.2018
Consumer
Digital
marketing
Print
Comms
Radio
17
NBR
Social
media
Blogs
Event sponsorship
product placement
etc.
© Fazer. All rights reserved

18. Rethink your internal way of working

ATL
Retail
PR
Digital

19. Every idea is the result of a collaboration.

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23.9.2018
© Fazer. All rights reserved

20.

ONLINE DIALOGUE
PR
-PAX challenge in Fazer blog
-Twitter discussion
-Facebook distribution
HELSINKI-NEW YORK flight
- Product sampling + QR code
HELSINKI-VANTAA
AIRPORT
EVENTS
-product sampling with QR code
Visitor marketing at the factory
F MAGAZINE (QR CODE)
M&M PAID ADVERTISEMENT
ANIMATED
STORY OF PAX
FROM FINLAND
MOBILE OPTIMIZED
CAMPAIGN SITE

21. Makes the world taste good.

21
23.9.2018
© Fazer. All rights reserved
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