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 on line.

 

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

Read More
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 conducive 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

Read More
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

Read More
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

Read More
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).

Read More
blog 037 pr bangkok thailand

The informal slang of digital business.

English is the language of business and of science, of medicine, law and literature. It is simultaneously sophisticated, simple, elegant, powerful. Something that has developed slowly over aeons to become the primary means of communication has been refined to a perfect art and science, the spirit of pure and essential communication, politeness and human progress.

Read More
blog 036 pr bangkok thailand

Outbrain and Taboola, the flotsam and jetsam of awful internet ads.

When was the last time you saw an ad in a website footer that linked to something credible and relevant? Or even something that wasn’t complete garbage? Masquerading as “promoted stories” or “around the web,” most web sites that employ these revenue streams are quick to add disclaimers, stating that external content is nothing to do with the host site.

Read More
blog 033 pr bangkok thailand

5 reasons sponsored ads are good PR.

Your PR agency will always try to convey the exact message you wish to express to media and the market, but there are times when your appointed communications team will try to steer you away from certain ways of describing your company or your products. There are a handful of terms which can
really grate when press releases are read by editors. Here are a few standouts that crop up every day on every media desk in Thailand.

Read More
blog 031 pr bangkok thailand

You’ve still got mail in 2016!

Smartphone use is reinvigorating email marketing and SMEs are upping the time, energy and budgets to reach markets via their inboxes. The time to start an email campaign is now. That’s the message being broadcast in the 2016 Email Marketing Insights Study.

Read More
blog 027 pr bangkok thailand

PR’s advances civilization the future of digital.

Imagine that you have traveled the same route for years and it has always automatically got you from A to B. In other words, you attained your goal and reached your destination. Of course, you may well have varied some elements of the journey but essentially it has always been a well-trodden route.

Read More