Arun Krishnan Marketing and Communications Strategy Approach

In This Presentation  Marketing and Communications: Strategy Approach  Case Study – HRH Prince Hassan of Jordan  Case Study – Pontiflex AppLeads

Three Step Approach InformDifferentiateSaturate

Inform  Identify target audiences  Develop narrative based on product/market history  Conduct primary and secondary research to identify:  Market trends  Pain points  Identify thought leaders and influencers

Differentiate  Discover a finding that’s:  Counter-intuitive  Unique  Worthy of sharing  Develop one clear message based on finding:  Reiterate message in all tactical executions  Increased frequency will drive awareness, recall and recognition

Saturate  Develop cadence of messages at regular frequency  Engage target audience across multiple touchpoints  Press  Display  Search  Social  Mobile  Optimize, optimize, optimize  Across discrete channels  Use learnings from each channel to inform overall campaign

Case Study – Majlis El Hassan

Objectives  Drive awareness of the Majlis El Hassan  HRH Prince Hassan’s organization  Working to further human security in the Middle East

Challenges  Lack of focus in communications activities  Prince Hassan is a renowned intellectual  Asked to provide thought leadership in a variety of areas  Difficult to embellish brand for the Majlis El Hassan

Strategy Approach – Inform  Conducted research on HRH’s:  Past articles  Keynote addresses  Determined which messages resonated with the target  Interviewed staff members to determine  Capabilities  Focus areas

Strategy Approach – Differentiate  Honed in on four key focus areas  Water, energy and the human environment  Interfaith solidarity  Inter-regional cooperation  Human dignity  Determined overarching message  Long-term solutions to further human security  Contrast neatly with current focus on military security

Strategy Approach – Saturate  Surrounded target audience with key messages: Social MarketingWebsiteEvents/MeetingsBroadcast MediaOpinion PiecesPress Releases Results: Embellished thematic approach using compelling content Delivered key themes of the Majlis to world leaders and influences Over 100,000 shares on social media

Case Study – Pontiflex AppLeads

Objectives  Drive awareness of AppLeads mobile ad platform  In-app advertising  Advertiser presents coupon/discount/offer to consumer  Consumer can sign up for the offer with their address  Advertiser pays only for valid addresses

Challenges  Crowded marketplace  Established players like Google and Facebook  Scores of new startups  Banner advertising firmly entrenched in market  People used to existing ways of doing advertising  Barrier to entry high for a new advertising model  Limited marketing budget

Strategy Approach – Inform  Target audiences  Advertisers and App Developers  Key findings  Mobile ad models largely similar to those on desktop/laptop  Advertisers pay when a person clicks on their ad  However, mobile screens are smaller than laptops/desktops  People click on ads by mistake  Advertisers pay money for wasted clicks  But just how much money was being wasted?

Strategy Approach – Differentiate  Commissioned consumer survey with Harris Interactive Survey found that “nearly 50% of people said that they clicked on mobile ads more often by mistake than they do on purpose.”  Existing ad models charged for clicks  Nearly 50% of mobile ad dollars were being wasted  Click-based models were deeply flawed  AppLeads was a clear alternative  Message: Pay only for results – not for wasted clicks

Strategy Approach – Saturate  Surrounded target audience with message: NurturingLead GenerationSearchDisplayPress Results: press placements 1,000 + leads Successfully repositioned the company from an online to a mobile entity

I Have Provided Marketing/Communications Services for these Organizations

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