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Short term gain = long term pain
Eddie JohnsonESET Global Marketing & Communications Director
Keep things simple.
Theme of today’s presentation
CVs and applying for a job
personalisation and democratization of communication
application in the real world of marketing
Tell the truthor in Slovak … hovor pravdu
Easy concept to understand extremely difficult
for people to put into practice.
CVs and you
How good are you at advertising yourself without lying?
Writing a CV and attending job interviews is oneof the most important marketing and communication
self-promotion in a CV is accepted, however thereis a big difference between painting a nice picture and being a fraud
Poor economic growth across the globe
The truth is good people will always
do well and creativity imagination and
a bit of flair will always be admired.
Working in marketing and communications is highly competitive
difficult decisions and judgements
tell the truth it is extremely easy
Personalisation and democratisation communication
Personalisation and democratisation communication
there are several different truths which depend on an individual’s perception
extremely difficult decisions to be made in marketing and communication
consequences of bad decisions can be extremely damaging
Tell the truthor in Slovak … hovor pravdu
The ultimate goal of marketing is to generate an intense bond
between the consumer and the brand, and the main ingredient of
this bond is trust
Putting it into Practice
Hiscock, 2001
5 ways to foster trustwhen mixing social and
marketing
Putting it into Practice
Be Relevant
Knowing your audience isn’t optionalin the world of social marketing
Kentucky Fried Chicken wouldn’t stand a chance mixing socially with vegetarians
Serve don’t sellSociety’s “me-first” mentality opposes this philosophy.
Selling puts brand objectives at the forefront;serving places the consumer in the priority seat.
Find ways to help your consumers use your product or service – solve problems
Be ConsistentThe brand promise should remain constant
Listen and learnEncourage two-way communication,
and then be prepared to act on the feedback.
Build communityConsumers want to
do business with people, not organizations.
If your focus is just getting your brand out there for top-of-mindawareness, that may only help you in the short-run.
For long-term sustainability, your communication strategyneeds to be intentional and purpose-driven.
The message needs to have value.
Have a transparent and honest approach
Emphasise our strengths and admit our failings
Build on past success, but look to the future
Be clear, consistent and co-ordinated
Ensure that all customer contact is done in a considered way
Our approach at ESET
Some advertisers use exaggerated communicationin an attempt to grab attention.
Most consumers want to do business with brandsthat are authentic, believable and credible.
Say what you mean and mean what you say
…and above all tell the truth