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Home About Services Our Works Rates Connect Blogs Humberger Toggle Menu Connecting with Your Market Amidst an Attention Economy September 9, 2024 What exactly is the attention economy? An article is Business Today Journey describes it as such: “In the so-called “attention economy”, our attention is constantly bombarded with information, from social media, television, or news sources, such that it is difficult for one particular information source to truly captivate our attention and influence us. An easily distracted audience means that marketers must devise new strategies, whether that be through addictive/engaging UI or through social media “influencers”, to endorse their products in order to stand a chance in this new economy.” Business Today Journal, 2021 Source: https://www.pexels.com/photo/a-boy-studying-online-using-laptop-4103247/ Information is everywhere. With different kinds of sources surrounding people, it’s extremely challenging for a brand to stand out and get its market’s attention. Even more so if the fact of competing not only with your direct competitors, but also indirect ones who are also working to get the same audience attention. There are only 24 hours in a day and people are busy living their lives. The hours for information consumption is limited and competitive. So, how do you get your market’s attention in the digital age’s attention economy? Source: https://www.pexels.com/photo/photo-of-man-using-laptop-3194523/ Crafting Relevant and Competing Content An audience responds to things that they can connect with. Case in point, it is important that you study, listen, and are constantly  updated with your audience. The type of content should be specifically designed to how your market behaves and thinks. How do they like their reading materials? Do they prefer short, bite-sized pieces of information? What kind of sense of humor do they have? Are they into nostalgic ‘throwback’ posts? Dissecting your market and crafting your content based on this without being intrusive will make your content standout more, maximizing the resources you used to develop it. Engagement and Call to action When the audience is captivated by your content, make the most of it. How do you do this? By creating an avenue to act. An example of this is how Facebook posts encourage users to like, share, and comment on their posts. By doing this, your content increases its traffic, possibly generating your business KPIs e.g. sales, and awareness in general. Source: https://unsplash.com/photos/iphone-x-beside-macbook-OwvRB-M3GwE Source: https://unsplash.com/photos/silver-imac-displaying-color-gradient-_x335IZXxfc Mise en scène Don’t add to the noise surrounding your content. Once an audience is overwhelmed by your content’s clutter, there is a bigger chance that they won’t continue consuming the rest of it. Of course this depends if your audience is genuinely looking for that specific content or getting a hit from marketing efforts. Is it worth taking the risk? Of course not. Like mise en scène’s practice in film and in theater, curate your content so your audience won’t scroll past it or brush it off as noise. Yes, it is a challenge, but overcoming it and reaching your marketing will bring your brand a lot of business results and assets, including a relationship with your target market. This can translate to loyalty and eventually, organically create brand ambassadors and effortlessly increase your content tenfold.   Conclusion Remember the two Cs: Customer — always go back to your market. Content — is always the king of marketing. This has been your Monday Mentor! Have a good week, everyone! Want to chat some more? Send us a message or email. Unlock weekly marketing insights from Your Monday Mentor Your Monday Mentor is a weekly newsletter by BrandSpeakAsia, offering executives and decision-makers targeted insights and motivational content on marketing strategies and industry trends to kickstart their week. Subscribe You have been successfully Subscribed! Ops! Something went wrong, please try again. Book a consultation FREE FOR 30 MINUTES Send an email to deniece@brandspeakasia.com SIGN UP TO OUR NEWSLETTER Scan QR JOIN OUR TEAM CAREERS AND INTERNSHIPS Send an email to shai@brandspeakasia.com © 2024 BrandSpeakAsia. All rights reserved Developed by GLAXIT Follow our socials

Home About Services Our Works Rates Connect Blogs Humberger Toggle Menu Empower Your Brand Through User-generated Content September 9, 2024 A customer has a lot of ways to get information about your brand. There’s the highly used tri-media, and now, more innovative below-the-line channels such as LED billboards, events, and social media are utilized. There are different methods to build the content that you share in these mediums. These days, one of the most believable content that your product or service can share to your market is from user generated content. Source: https://www.pexels.com/photo/top-view-photo-of-person-taking-picture-1752179/ What is user generated content? User-generated content (also known as UGC or consumer-generated content) can be described as: “Original, brand-specific content created by customers (at no cost to you) and published on social media or other channels. It comes in many forms, including images, videos, reviews, and testimonials.” (buffer.com, 2022) This content is willingly done by consumers based on their experience with your brand and outlook towards it. It can be a highly credible source of information for a person in his or her consumer journey  because of its authenticity and candidness. Something as simple as a positive e-commerce review can convince someone to make a purchase or pocket something to eventually buy in the future How do you maximize this for your brand? Use it to highlight strengths. While user generated content comes from the consumers, brands can control what kind of content they want to get from your brand. For instance, back in 2014, Apple wanted to re-establish its credibility as a leader in  phone photography for its market, as well as possible new users. It then launched a campaign #ShotoniPhone for its iPhone 6 series, where people shared real-world experiences of using the iPhone as their daily photography tool. The result? The hashtag generated a whopping 29 million Instagram posts! Source: https://www.instagram.com/p/CbxjfYwr93n/?utm_source=ig_embed Source: https://www.theguardian.com/lifeandstyle/2017/jun/04/how-lego-clicked-the-super-brand-that-reinvented-itself Relive the Magic Back in 2015, Lego was already gaining momentum in rebuilding itself as a brand. It’s hard to believe that a brand like  Lego was in trouble financially, but this is exactly what happened in the early 2000s. Lego had to remember the magic that its brand stood for. One project was LEGO Ideas. This campaign worked for several reasons. First, it captured what made LEGO great in the first place allowing its users the freedom to create. Second, applicants who wanted their LEGO Idea to be produced had to promote their work to users and get a total 10,000 supporters. Apart from the actual sharing of highly-talented applicants, the produced items generated sales for LEGO. More importantly, it reintroduced the magic of LEGO to the people and the possibilities that you can experience as a creator. To tell a story Dove is a brand known for empowering people, introducing the #RealBeauty in 2004. which promoted the message for people to embrace their own beauty. It veered away from the stereotypical version that is usually gravitated to and seen in the media. It gave birth to tactical campaigns such as #2015 #SpeakBeautiful campaign, a partnership with Twitter to help counteract negative tweets about body image. Another one is Dove’s 2018 ‘No distortion’ campaign, where women shared unedited pictures of themselves with a “no distortion” seal from Dove. The brand described it as  the next stage in their commitment to always show women as they are in real life. According to a PR Newswire article, as of 2016, Dove had reached nearly 30 million young people across 138 countries, making the Dove Self-Esteem Project one of the largest providers of body confidence education in the world. Let us know how we could help you in strengthening your brand through the power of UGC, as always, we are just one message away! This caps up our Monday content. We look forward to providing you with more relevant content in the next ones. Until then, have a great week ahead! Source: https://www.pexels.com/photo/focused-black-female-freelancer-doing-online-work-on-laptop-6953935/ Unlock weekly marketing insights from Your Monday Mentor Your Monday Mentor is a weekly newsletter by BrandSpeakAsia, offering executives and decision-makers targeted insights and motivational content on marketing strategies and industry trends to kickstart their week. Subscribe You have been successfully Subscribed! Ops! Something went wrong, please try again. Book a consultation FREE FOR 30 MINUTES Send an email to deniece@brandspeakasia.com SIGN UP TO OUR NEWSLETTER Scan QR JOIN OUR TEAM CAREERS AND INTERNSHIPS Send an email to shai@brandspeakasia.com © 2024 BrandSpeakAsia. All rights reserved Developed by GLAXIT Follow our socials

Home About Services Our Works Rates Connect Blogs Humberger Toggle Menu Enhance Your Brand’s Presence By Applying These Content Marketing Moves September 8, 2024 With all the traffic going on in the marketing sphere, capturing your audience is a challenge. A brand’s market behavior is becoming more complex as technology, careers, and lifestyles evolve, so beyond the actual competition, there are many factors to consider when vying for your target’s attention, amplifying your online presence, and establishing yourself as a brand. Make a content strategy based on a defined target market and overall brand identity   You can’t sell something that you don’t know. After you’ve mastered your brand’s overall identity, strategize on how to reach your target market based on their personality, behavior, and demographics. Source: https://www.statista.com/statistics/1139972/share-of-facebook-users-by-age-philippines/ This is an example of expert research that can help you navigate your content marketing strategy. For example, if your target audience falls in the 18-24 category, you can consider using Facebook ads, reels, and posts as executions. More specifically though, you need to know if your particular market is the one making up the big percentage of Facebook users in that age group. Here is an example of a more specific target audience description based on various research efforts. Source: https://www.brafton.com/blog/strategy/6-real-life-target-audience-examples-to-help-you-define-your-own-b2b-and-b2c/ Explore the world of video Its visual appeal as well as options to integrate it with other creative executions like words, sound, and movement, are only a few of the reasons why this is one of the most popularly used efforts by brands. An article on LinkedIn states that people spend an average of 80% of their usage on video consumption.  On the other hand, another article from https://later.com, says that this type of content typically performs best with most algorithms, based on the fact it captures a viewer’s attention for longer. As an integrated marketing agency, we embrace the value of video content and strategically execute this with our brand’s target market. Here are some examples of how we merge different types of creative works through video content. https://www.youtube.com/watch?v=4YKPCojUna8https://www.youtube.com/watch?v=4YKPCojUna8https://www.youtube.com/watch?v=SmsOTXWbWvo Expanding your content through blogs Blogging is an affordable way to establish your online presence. It simultaneously drives traffic to your brand’s website through SEO, while at the same time, creating an avenue for the market to know your brand in detail. For instance, a skincare or makeup brand can invest in blogs about skin hacks, brand updates, or even profiles of its owners and ambassadors. Source: https://www.pexels.com/photo/photo-of-man-using-laptop-3194523/ Relatable Content Have fun and be creative in crafting content that’s tailor-made for your market. For example, local jokes and memes resonate with people casually browsing during their work breaks or downtime. Chowking’s recent launch of their braised beef included a throwback teaser. Pinoys are known for sharing memories of their youth or earlier decades. This particular one earned a whopping response of more than 232K likes, 4.2K shares, and 15.6K comments (as of this writing). Source: https://www.facebook.com/photo/?fbid=803998188432513&set=a.700710938761239&paipv=0&eav=AfbeDyggkEPsd8gqE6fsN76mjO6kP_UJ2kmyRLj9TycKZi6nMy6sW4ZZe1OrPZy_wco&_rdr This caps up today’s engaging and fun topic! We hope you were able to make the most of the long weekend and are now ready to hit the ground running. This has been your Monday Mentor! See you again next week! Want to discuss more? Send us an email! Unlock weekly marketing insights from Your Monday Mentor Your Monday Mentor is a weekly newsletter by BrandSpeakAsia, offering executives and decision-makers targeted insights and motivational content on marketing strategies and industry trends to kickstart their week. Subscribe You have been successfully Subscribed! Ops! Something went wrong, please try again. Book a consultation FREE FOR 30 MINUTES Send an email to deniece@brandspeakasia.com SIGN UP TO OUR NEWSLETTER Scan QR JOIN OUR TEAM CAREERS AND INTERNSHIPS Send an email to shai@brandspeakasia.com © 2024 BrandSpeakAsia. All rights reserved Developed by GLAXIT Follow our socials

Home About Services Our Works Rates Connect Blogs Humberger Toggle Menu Brand Partnerships: The Multiplier Effect September 8, 2024 One brand is powerful, but combine it with another brand, and you’ll have the potential to reach a market that’s not usually within your scope. Alternatively, it is also a way to engage or tap your current audience. Brands have been doing it for years. Is it the right fit for your brand? Let’s explore the possibilities together. Internally, as a company we have conceptualized several successful brand partnerships. Gold Seas Tuna and Jump Manila, for instance, appeal to a similar market that values health and wellness. Partnering with them for activities like live online workouts increased awareness and recall for both brands. On the other hand, our Chatime x BT21 x Influencer collaboration was able to generate a 500% success for Chatime’s KPIs by creating non-intrusive awareness for the merchandise through the influencers’ activities and online presence. More specifically, Chatime was able to generate 6 months’ worth of merchandise sales in just 3 days! This is an example of how synergizing an appeal to a common market can generate a multiplier effect in terms of results. Using Each Other’s Strengths One brand may be iconic in sports, the other in fashion. One’s specialty might be  consumer goods, while the other may have a more niche market. This  is where using each other’s strengths to boost each other as brands comes in. Apart from these things, a combined budget and resources will benefit both. We’ve seen it done by H&M x Lanvin, Uniqlo x Jil Sander, Nike x Off-White, and many other brands. Zooming in locally, let’s take a look at this example. Uniqlo is a master at making itself more Filipino, with its localized marketing efforts and partnerships. One interesting effort is the one they made with Papemelroti—an established Pinoy brand that started as a small gift shop in the 60s. Papemelroti focuses on gift items and decorative accessories like bookmarks, stationery, notebooks, framed artwork, and the like. Last 2020, Uniqlo x Papemelroti collaborated for a UT collection featuring art by the latter’s designer Robert Alejandro, and other Filipino artists Liza Flores, and Abi Goy. The theme focused on capturing the Filipino Christmas, something ingrained in Pinoy culture. This collaboration works for a market looking for gifts and collectibles rooted in our country’s spirit — but with a modern twist. Combined with their other efforts, this makes Uniqlo’s local affinity stronger. For Papemelroti, on the other hand, this is a way to make the brand more current and relevant to more modern buyers. Source: https://www.goodnewspilipinas.com/uniqlo-celebrates-filipino-family-noche-buena-in-robert-alejandro-designed-shirt/ Deciding Who to Collaborate With With a clear goal for your brand in mind, look for a partner who’s looking for a complimentary one. Your brands don’t even have to be from the same industry, the collaboration just has to make sense both for the brands and the audience. Clinique’s collaboration with Crayola Crayon is one of its most successful collaborations yet. The collaboration merged Crayola’s nostalgia and color expertise with Clinique’s makeup expertise and current market which used the crayons as a kid. Source: https://www.clinique.com.au/crayola Always Go Back to Your Brand’s Identity Collaborations present a lot of possibilities, but remember to be careful to not lose track of your brand’s vision. As we always say, consistency is key! Once you lose sight of this, you’ll start to lose the identity of your brand, which is its essence. Explore the possibilities with: Brands Media Personalities Creatives Have fun! See you again on Monday for another interesting discussion! This is your Monday Mentor, saying have a good week! Unlock weekly marketing insights from Your Monday Mentor Your Monday Mentor is a weekly newsletter by BrandSpeakAsia, offering executives and decision-makers targeted insights and motivational content on marketing strategies and industry trends to kickstart their week. Subscribe You have been successfully Subscribed! Ops! Something went wrong, please try again. Book a consultation FREE FOR 30 MINUTES Send an email to deniece@brandspeakasia.com SIGN UP TO OUR NEWSLETTER Scan QR JOIN OUR TEAM CAREERS AND INTERNSHIPS Send an email to shai@brandspeakasia.com © 2024 BrandSpeakAsia. All rights reserved Developed by GLAXIT Follow our socials

Home About Services Our Works Rates Connect Blogs Humberger Toggle Menu How Customers Become Ambassadors: The Power of the Journey September 6, 2024 Of all the marketing efforts done an unpaid, first-hand recommendation of your product might be the most important and effective. Imagine your friends excitedly posting about restaurants they just tried and recommending them. For many, that would have a bigger bearing than simply encountering a random advertisement that hit them online. Beyond turning your customers into loyal customers, the ultimate goal is to turn them into brand ambassadors who are genuinely satisfied and excited about your product. Earning this from a customer takes a lot of work, consistency, and authenticity, but getting them to be product ambassadors goes a long way!   So, how is this done? First, Get Them to Try Your Product Ahhh, the customer journey. It starts with educating/informing, getting them to consider your brand, getting them to experience how it’s like to be a consumer of your brand. The journey extends after this, but for now, let’s focus on getting them to try your product. The chart below shows a version of the customer journey. Many factors will affect their decision to try based on the experiences and information that they come in contact with. Here, we can already see the importance of word  of mouth in the consideration stage. Maybe a best friend recommends a new clothing brand she just made a good purchase from. This could speed up the journey from information to purchase. In our previous mailers, we’ve discussed the importance of providing a consistent brand experience. This applies even at the informative stage. If you get their interest, this will move them to the next stages of research and consideration. Again, consistency will come to play again in every touch point. Source: https://www.techtarget.com/searchcustomerexperience/definition/customer-journey-map Living up to the Hype It will always go back to the product. No matter how initial good marketing is, the actual product experience will have the most effect  on whether the customer even thinks of recommending the product. It is the truth revealed after all is said and done. A well-marketed bad product is one of the worst things because expectations were not met. Before selling your product, focus on the product itself. Source: https://www.pexels.com/photo/full-frame-shot-of-multi-colored-pencils-in-store-253668/ Source: https://unsplash.com/photos/man-in-grey-crew-neck-t-shirt-smiling-to-woman-on-counter-Ox6SW103KtM After-Service Matters! Let’s say a person buys a Rolex and needs it serviced. That person will expect top quality service that lives up to the brand’s name.  On the other hand, if for instance the customer is not satisfied with a product, the afterservice might make him or her decide to try again. Conclusion Word of mouth can go both ways- good or bad. The goal is to make customers ambassadors that spread good things. Yes, as we said in the beginning. earning this from a customer takes a lot of work, consistency, and authenticity, but getting them to be product ambassadors goes a long, long way! KEY TAKEAWAY: CUSTOMER SATISFACTION EVERY STEP OF THE WAY. Hope you enjoyed your Monday Perk! Want to talk some more? Send us an email or a message. Unlock weekly marketing insights from Your Monday Mentor Your Monday Mentor is a weekly newsletter by BrandSpeakAsia, offering executives and decision-makers targeted insights and motivational content on marketing strategies and industry trends to kickstart their week. Subscribe You have been successfully Subscribed! Ops! Something went wrong, please try again. Book a consultation FREE FOR 30 MINUTES Send an email to deniece@brandspeakasia.com SIGN UP TO OUR NEWSLETTER Scan QR JOIN OUR TEAM CAREERS AND INTERNSHIPS Send an email to shai@brandspeakasia.com © 2024 BrandSpeakAsia. All rights reserved Developed by GLAXIT Follow our socials