blog 064 pr digital bangkok thailand

KFC nails issues management and turns crisis into opportunity

KFC’s chain of outlets recently had a nightmare scenario for a fried chicken joint; they ran out of chicken. It was largely the result of a supplier side supply chain problem, but no doubt negatively amplified by the company’s ‘just in time’ planning mantra; something that food retailers and increasingly more FMCG companies will be familiar with.

 

Normally this would be both a mission critical disaster and a PR disaster all wrapped up in one. Instead, through extremely bold messaging design they managed to turn this awful situation into a social media hit.

 

KFC ran this really smart advert on full-page newspaper spreads in some of the UK’s biggest national daily tabloids. Through honesty, creativity and savvy consumer engagement, the ad, rather than infuriating loyal customers, actually put a positive spin on things. More than this, the brand was able to attract new customers to the fried chicken franchise through the viral nature of the ad being widely shared online.

 

A majority of user comments were of the ilk, “fair play” and “hats off to KFC” – this serves as an amazing illustration of the power of PR, communication and messaging design.

 

The newspaper ad featured an admission of guilt whilst successfully relaying empathy to customers, demonstrating their agile approach to issues management, and winning some new brand advocates in the process.

 

They didn’t just get away with it. They knocked it out of the park.

 

Please speak to us for free advice or to request a project-specific consultation.

Contact Us : www.vivaldipr.com

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blog 064 pr digital bangkok thailand

When problems arise between agency and client in an ongoing relationship

PR agencies in every market in every country have clients who are extremely demanding and/or unreasonably difficult. Conversely, clients assume the agency is dithering rather than being committed to quick resolution and development of its communication plan.

This two-way misinterpretation is not helpful for either the client or the PR agency.

A 2015 study by the Association of National Advertisers (AHA) revealed that 87 percent of clients and 86 percent of agencies believe they have a highly effective working relationship that delivers value. Working closely together over a long period of time then would seem to be the most conductive approach.

 

Here are three things that can create problems:

 

  1. A lack of accountability from the agency side

Agency clients are demanding better reporting based on true metrics like lead generation, lead conversion and any sales opportunities that have materialized. As clients’ spend through outsourced PR can be a significant burden to the whole marketing budget, it is entirely reasonable to expect that KPIs and metrics are quickly and clearly reported.

 

  1. Poor consulting or information forwarding (on either side…)

Problems arise when not enough communication occurs between client and agency. This can be because the PR consultants are busy dealing with other things, or it could be that the client is unavailable for days or weeks at a time. Too much communication can also occur and is equally damaging; 10pm calls from clients trying to escalate urgent issues that they’ve just that moment thought of don’t help.

 

  1. Agency evolution to meet future demands of clients

 

As per the same AHA study, only 56 percent of clients “believe that agencies have the right talent to meet their needs over the next two years”.

It is incumbent on agencies to be constantly self-schooling in evolving technologies and new industries, and to hire staff capable of supporting this forward momentum to best serve client needs.

 

Please speak to us for free advice or to request a project-specific consultation.

Contact Us : www.vivaldipr.com

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blog 063 social media digital thailand

Email marketing is still a go. Just improve it.

Email is the driving force of digital marketing campaigns. It delivers both essential and possibly useful or interesting information to customers and potential customers across the world from brands they know or brands they don’t. Although definitely the most traditional of all new-media type marketing channels, email has, almost from its inception, had a bad rep because of scammers using email for phishing (or the classic ol’ Nigeria 419; remember that one?). However, it’s certainly fascinating that so many companies rely on it both as their most trusted chancel, and sometimes (or rather, often?) their most successful channel.

It’s currently enjoying a bit of resurgence due to the following reasons:

 

  • Solicited Consent

Email CAN be your most valuable piece of owned media. Your subscriber list consists of customers, potential customers, ex-customers and some random people (let’s say random data, to be kinder). Many of these guys and gals would have given you their permission to contact them; this list is valuable because it represents solicited consent. They want you to contact to them, enrich them with your knowledge sharing and also, in reality, to sell to them.

 

  • If money matters, then ROI doesn’t get any cheaper

Email marketing is still the best digital marketing channel for return on investment because the cost is so low. Costs can be heavy in terms of time invested though, if your lists are massive and contain a lot of non-valuable connection. However, if one conversion can give you potentially lucrative and ongoing value, why would you not?  And repeatedly so. If done well, EDM marketing can still kill.

 

  • It can usually be much better

According to Ascend2’s 2017 State of Email Marketing report, just 40% of marketers could honestly say their programs were as good as they could be. Leading EDM marketers who are enjoying winning multiple new customer accounts through their carefully positioned and researched EDM composition and delivery work STILL never stop sculpting and improving them. Also, do not miss the chance to tailor it for specific subsets or target groups by market.

 

Conclusion

As per a recent study by Yes Lifecycle Marketing, it is now know that 89% of marketing respondents stated email as one of their top three business priorities in 2018. This is particularly noteworthy given the last six years of fevered investment into funding social and engagement campaigns. Maybe people finally realized that likes don’t mean sales, and IG followings in their millions are not real. It’s great to know email marketing continues to be the bedrock for successful new client reach.

 

Please speak to us for free advice or to request a project-specific consultation.

Contact Us : www.vivaldipr.com

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blog 061 social media digital thailand

All change with Facebook and its algorithm for advertisers

Facebook’s recent purge of clickbait and the reprioritizing of deep content and posts by friends could make quality content relevant on the platform once more.

Facebook is forcing people to create quality and relevant content. The social media giant recently unveiled its biggest news feed algorithm change to date; it now favors content from friends and family over posts from companies and politicized material. So where does this leave advertisers?

Facebook has said that the new changes will not affect paid posts on the platform, although CPM (cost per 1000 impressions) may increase. The changes are aimed at removing clickbait; those annoying shouty adds that use either controversial titles or make ridiculous claims as to the product’s benefits. They have long frustrated users, often appearing higher in the news feed than posts from friends or loved ones. Facebook won’t admit it publically, but it’s an effort to stem people moving away from the site, which some see as now being an endlessly repetitive space for dreary pointlessness, and so don’t bother to look at it.

Brands already know that they get little visibility from unpaid content on Facebook. Organic content doesn’t work as well as paid posts for sure. However the new move may make some headway into leaning back into these two truisms. Brands will probably have to abandon push marketing and create content that potential customers value or wish to see.

There is a lot of concern in the online space with marketers globally surrounding this issue. Many are preparing to advise clients to move part of their tactical spend to Instagram, Snapchat or other channels. This is interesting as it may turn out to create the exact result that Facebook didn’t want, and so the situation will continue to evolve.

We would say that there is no cause for panic. The correct content (now able to be deeper, of better quality and therefore better able to connect to consumers in our clients’ target markets) and correctly targeted will continue to drive success for brand building and sales growth on the FB channel.

Please speak to us for free advice or to request a project-specific consultation.

Contact Us : www.vivaldipr.com

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blog 060 pr bangkok thailand

Going to Extremes with a Winning Agency

Vivaldi CEO competes in the largest race in Southeast Asia, to finally claim first prize

DESPITE its awful past, the infamous River Kwai’s ‘death’ railway built by WWII prisoners is an ideal location for the River Kwai Trophy Adventure Race, the largest race in Southeast Asia.

Vivaldi CEO was not always into endurance sports, but after becoming overweight and unhealthy he decided to get fit and enter the race for the first time. That was 11 years ago. It was the toughest thing he’d ever done, but was hooked from then on.

In 2015, his friend Ross Cain and he decided to team up under the name “Atlast” with the purpose of winning the Grand Masters of the River Kwai Race. He was super-fit, coming off cycling the 1200 km Audax France in under 70 hours. They trained hard in the midday sun for five hours at a time, so by race day were in top shape. Despite a serious cycling crash in which Ross cracked his elbow and Joseph had a concussion, they came in 3rd place.

In 2016, they tried again, leading the race for five hours until Joseph’s legs cramped in the final river swim just a few hundred meters from the finish line. It hurt to lose like that.

At the registration for 2017, they saw teams entering from Thailand, Hong Kong, Malaysia and France. That night, a huge tropical storm rolled in. In an adventure race, you don’t know distances, routes or order of the swim, bike, kayak, obstacles or trails. You just deal with it as it comes. In this year’s race, they started with a run that crossed the Bridge over the River Kwai to the main plaza where tourists looked on.

When the MC finally announced at the finish, “Team Atlast has finished in 1st place in the Grand Masters Division”, hands rose in the air and both team members shouted at the top of their lungs! It has been 11 years in the making and finally a first ever win. The team had conquered Asia’s Largest Race at the Bridge over the River Kwai!

 

Full story available at : www.thebigchilli.com

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blog 059 pr bangkok thailand

5 quick tips for converting regular clients into eager ambassadors

Word of mouth has always been the cheapest and most reliable way of picking up new customer accounts or client contracts dollar for dollar. Having a loyal brand fan sell on your behalf, simply because they like your service, also provides you with the perfect channel to market free of marketing costs and delivered via a credible, third-party non-affiliate. What’s not to like?

Here are some leverage tips:

1. Keep up with the Comms commitment and stay vocal

Whilst you can get referrals once in a while when a friend asks a friend if they know anyone who proves a certain service, remaining bright, at the forefront and with top-of-mind recall is the best way to replicate this success over and over. On social media, be chatty and interactive instead of just pushing business messages out against a communications plan. Be real, and be active.

2. Offer rewards to your brand fans

Reward your regular customers, and go the extra mile to reward those who are serving as unpaid ambassadors on your behalf. They are much more likely to expand their efforts if they know those efforts are appreciated by you, and at least in some way rewarded. Develop an incentive plan to convert more customers into “pushers”.

4. Listen to criticisms and fix issues

No matter how well you conduct business there will always be the odd unforeseen problem, perhaps with the performance of a product or an unsatisfactory service request reply. You can switch round negative situations by showing that the criticism is valued by you and that you are able and willing to make the customer happy, even in somewhat stressful circumstances. This is a great way to convert dissenters into reps.

5. Be approachable, and value feedback

Learn what your customers most value and most want. Work hard to develop solutions that show you are working behind the scenes on addressing customer concerns and needs, because you like to as well as because you need to.

6. The customer is (nearly) always correct

It’s a bit of a cliché but customer service is paramount – even when serving those obnoxious, unforgiving or extremely unreasonable clients. Even the toughest customers can see that your efforts over time are worth rewarding with good word of mouth and ambassadorial loyalty.

 

Call or email us if you want to know more about working at Vivaldi PR : Contact Us

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blog 058 pr bangkok thailand

Basic PR tips for small startups

When you’re just setting out there with an entrepreneurial idea and limited budgets, you have a lot to handle just getting the project or platform ready, never mind choosing marketing channels or putting together an effective PR strategy. There are a few simple tips however that will help your startup attract potential online exposure, at least in a small way that will set the stage for your project growth. You don’t need to invest hundreds of hours in learning all about PR; just a few simple takeaways.

1.) Key messages are the most important thing

Key messages are the statements about your product or service that are arranged in an easy to understand fashion that quickly communicates what you are all about. If you’re not sure how to compose a key message, imagine someone asks you this question: “If you would like the world to know only one thing about your company or product, what would it be?” Whatever you answer will be your key message, or another way to understand it would be as the headline of your first press release

2.) You can use more than one key message

Usually you will have one overarching key message, which functions as your overall communication summary. However, you can use additional important messages (called sub-messages) which also convey other important information about your startup. Imagine that the key message is the headline to your press release and the 2-3 sub messages are the bullet points arranged just below your headline message.

3.) DIY PR is perfectly okay at the outset

Social media has made everyone their own publicist, so where in the past you would have had to pay a lot of money for advertising or magazine advertorials, now this buzz can spread for free over your social channels (if your messages are on point and people find them interesting).

4.) Content is important for everything

At the beginning when cash is tight, you are going to be writing everything yourself, and that’s perfectly fine.  All of the content you put on your website should support your key messages, so keep information short and sweet and make sure everything points back to your overall communication direction, which is your key message. The content will flow easily then and people will not be overwhelmed (hence bored) with pages of text.

5.) Outsource your editing or proofing to cheap freelancers

It’s always helpful to have someone else review and make slight changes to your content, as they will probably see errors to which you are oblivious. Sites like fiverr give you the option of getting semi-pro writers to look over your stuff and suggest ways it can be improved in terms of general positioning of your content and messaging.

6.) When you’re ready to up your game and grow your business

Public Relations does one thing, and that is to amplify the message. When you’re at a point when there is some interest in your startup and you really need to launch properly, this is the perfect time to engage with a PR firm.

 

Call or email us if you want to know more about working at Vivaldi PR : Contact Us

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blog 053 pr bangkok digital marketing agency thailand

Four of the social media trends that PR need to understand

Video is now essential

Scroll down your social feeds and you will probably see the sheer number and variety of videos posted or shared on there. It’s simply the most attractive, exciting and engaging form of media you can post. A lot of people worry that they can’t produce a video due to the prohibitive cost in terms of meeting high production value standards, but it’s really not necessary; the camera on a typical cellphone now has reached such a level that it is entirely adequate for shooting quick IG and FB posts. Just make sure the content is relevant, or if not, then at least make it funny.

 

What is the ‘90/10’ content rule?

The mix ratio here refers to the proportion split for your content in terms of balancing pushy, sales-y promotional stuff versus interesting, educating, helpful or consumer-useful (valuable) content. The 90/10 rule is heavily covered in social media marketing circles, but most companies seem to be unable to stick to it. Give up on the hard sell for a bit, and just offer people something they will like, rather than posting a call-to-action twice a day (this is fatiguing, and will result in lost followers).

 

Keep it brief

All captions should be short and creatively relay information. Infographics are a great workaround if you have detailed content that is too wordy to fit into the “140 characters, six seconds rule.”

Remember, constant consumption of social media for many hours every day makes people retarded, and in the words of Ron Burgundy, that is a scientific fact; so marketers must now work within the context of appealing to people’s considerably shortened attention spans.

 

Capture attention

Just as in real life, there are several ways to win the attention or affection of passers-by (or scrollers-by, in the digital domain). You can use handsome aesthetics, charm, wit, comedy, meaningful expression or deeply profound meaning; you can post topical thoughts on a recent news item; you could even use controversy to gather some onlookers. There is no particular preferred approach, so use everything at your deployment to develop a well-rounded content mix.

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blog 048 pr bangkok thailand

Why marketing and PR needs data science?

Regular LinkedIn users who often check the classified job ads may have noticed an increasingly common trend among marketing recruiters – jobs requiring some expertise in data science (or “Big Data scientists”). Big Data and digitally applied skills jointly provide better analysis of business/ consumer results (or any shortfalls in this area); and, such skills also help to extrapolate and zone in on those who are likely to be interested in the client’s products and service offering. Several tech magazines have identified this type of job role as being “better paying than medicine” as a career path, with a future focus in app creation to look for pattern-seeking and data crunching knowledge: “This trend for data scientists mimics the trend for digital specialists that happened earlier at the turn of the millennium.” (Wired US).

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blog 038 pr bangkok thailand

PR awards industry recognition for Thailand’s best PR agency.

Vivaldi has been named as Thailand’s top PR agency in the area of sports by the Asia 2016 Sports Industry Awards. The company won the award for its work in Thailand, having delivered superb communication results for major sporting events such as the Phuket King’s Cup Regatta (agency of record for 11 years), and The Music RunTM (reappointed for the 3rd consecutive year).

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