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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 #TOPmarketing17/10/12
1
23.9.2018
© Fazer. All rights reserved
2.
Fazer Food ServicesFazer Confectionery
Fazer Bakeries
3. The digital-embedded life
Huge opportunity for the brand.3
23.9.2018
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4. Bringing people together, the digital way
Ravintolapäivä4
23.9.2018
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Image CC: tulenheimo
5. Falling in love, the digital way
Datable.com5
23.9.2018
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6. Listening to music, the digital way
Spotify and other streaming apps6
23.9.2018
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7. Working, the digital way
Gold farming in online games7
23.9.2018
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8. Helping others, the digital way
Kiva.org8
23.9.2018
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9. Consumer Understanding is the key
Daily time allocation12%
8%
4%
4%
4%
1%
14%
37%
16%
Browsing
Messaging
9
23.9.2018
Games
Multimedia
© Fazer. All rights reserved
10. Expanding the brand experience
ServicePublications
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, onlinecustomer 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 ParadigmWord-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
13
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
PRWoM
Relationship
marketing
Retail POS
TV
Service
23.9.2018
Consumer
Digital
marketing
Comms
Radio
17
NBR
Social
media
Blogs
Event sponsorship
product placement
etc.
© Fazer. All rights reserved
18. Rethink your internal way of working
ATLRetail
PR
Digital
19. Every idea is the result of a collaboration.
1923.9.2018
© Fazer. All rights reserved
20.
ONLINE DIALOGUEPR
-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.
2123.9.2018
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