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

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 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

Read More

Vivaldi wins Sports Industry Awards Asia 2017 Best Sport Event Supplier Thailand

Bangkok, 8 October 2017 – Vivaldi Integrated Public Relations, the leading Human and Digital Communications agency delivering Public Relations, Digital and Social services in Thailand, has been recognized with the Best Sport Event Supplier Thailand Silver at the Asia 2017 Sports Industry Awards (SPIA).

 

Joseph Henry, CEO of Vivaldi Integrated Public Relations, said, “We’re absolutely delighted to be recognized by the respected regional judges from Asia 2017 Sports Industry Awards again.  In 2016, Vivaldi was the Gold winner for Best Sports PR Agency in Thailand.  To be recognized against a more competitive field as the Best Sport Event Supplier is truly an honour.  All credit has to go out to my team who work passionately and tirelessly for our sports industry clients.”

 

SPIA Asia 2017’s award was open to professional sport event organizers, agencies and brands including in-house event departments of corporate organizations delivering major sport campaigns in terms of creativity, planning execution and adding sporting value to the region. Vivaldi was selected based on the key criteria: “the function of the organization in guaranteeing successful events from development to implementation” (SPIA).

 

Henry added “This year, we remain the agency of record for the Phuket King’s Cup Regatta, and have been retained by Warrix, manufacturer of the Thai international football team’s official jersey. Vivaldi also this year handled aspects of PR, communications, media logistics, social media and influencer support for the Music Run Thailand and Tri-Factor Triathlon series, both part of large regional programs.  We’ve achieved consistent full service PR, Digital and Social Media for our clients successes and will continue to work with top sports event organizers and brands to deliver standout results.  Vivaldi’s sports practice has thrived as the popularity of participations sports amongst Thais has expanded exponentially.  ”

 

The SPIA Asia 2017 edition was open to entrants from 47 Asian countries.  Winners at the Gala Awards event included Lagardere Sports, Tennis Australia, Laguna Phuket, Adidas and Chelsea Football Club.  Vivaldi won the award for its work in Thailand, having delivered superb publicity, social, digital and influencer results for major sporting events, such as the Phuket King’s Cup Regatta.   The Regatta is one of Thailand’s signature sports event.

 

SPIA Asia is endorsed by the Ministry of Tourism and Sports, the Sports Authority of Thailand and organized by MMC Sportz LLC

 

About Vivaldi Integrated Public Relations

Vivaldi Integrated Public Relations connects companies and brands to millions of customers and stakeholders      through bespoke digital and social media, events, consumer activations and traditional public relations strategies.  Content created from its award-winning PR strategies combined with the client’s own content and messaging, Vivaldi’s strategic use of Paid, Earned, Shared and Owned media creates multiple channel exposure, engagement and return on investment.

 

Photo:  Joseph Henry, Chief Executive Officer, Vivaldi Integrated Public Relations (Center), received  the  Best Sport Event Supplier in Thailand Silver at the SPIA Asia – Asia’s Sports Industry Awards & Conference 2017 at Centara Grand & Bangkok Convention Centre at Central World.

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