Mai Bang

PUBLIC

RELATIONS

Tuan Duong

AGENDA

What is Public Relation ?

Role of Public Relation ?

Examples

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PR is the opportunity to affect attitudes and change perceptions. To earn, or charm your way into CONVERSATIONS, by WHAT, HOW, WHEN and WHERE you tell your story

“PR is about the PEOPLE & the RELATIONSHIP between people (and brands)

RELATIONSHIP is built & enhanced on INTERESTING CONVERSATION with STRONG STORY

Brands are built on what people are saying about you, not what you're saying about yourself.

People say good things about you when you have a great product and you get people to spread the word about it

PR can help business achieve:

BRAND

ROLE OF PR

PR is all about

MANAGE REPUTATION & have to align with MKT goal

Here are some techniques & case study in building a PR campaign

PR CASE STUDY

In the middle of 2013, chotot.vn launched in e-commercial Vietnam market as a website for exchanging, buying and selling everything.

Chotot.vn is consider as a middle man between buyer and seller, so it needs not only to raise awareness among customer, but also to build the trust

Chotot.vn want a long-term campaign but strong enough to launch its website and build its traffic.

SITUATION ANALYSIS

MARKETING OBJECTIVE PR OBJECTIVE

Increasing awareness & call to action new service of buying/selling the old things

Encourage to trial to increase penetration of new product

Build image of credibility, fun and closeness with customer

Create viral communication product with positive advocacy

Raise the number of viewers on website (trafic) and open a lot of opportunities to use its service

Engage feeling of customer with activities of fun, closeness and influence by trustworthy celebrities

CONSUMER CONTEXT

Non-users:

Who have something to buy/sell but don’t know any platform that have easy usage, credibility and no transaction fee.

Young Adult (20-30)

• Seeking affordable solution in shoping, even second hand goods.

• Use social network frequently as a tool to make friends, connect, interact with others

Online Buyers/sellers:

Who already use online platform to exchange goods (raovat, 5giay…)

Who find comprehensive product which have large number of users to ensure their goods they want to buy/sell are available.

Chotot.vn encourages safety and reliable transactions by encouraging individuals to meet in public spaces so that

people can feel safe when exchanging the goods and making transactions Focus on build TRUST

Because essence of e-commercial market is building crowed community of users, chotot.vn took the whole first year to focus on recruit new user by RAISING AWARENESS

as the largest online marketplace for Vietnamese where you can buy and sell almost anything easily.

STRATEGY

Use famous celebrity who relevant to brand image of fun, closeness and credibility.

Making viral series of video throughout a year to constantly remind brand image in customer’s mind

Pr Idea/Concept

Series included short video clip (2-3 mins) which described usual daily life of the guy called “Nam handsome” with awkward situation. All situation related to demand of

buying or selling something on Chợtốt website.

PR IDEA: Series of clip “Trấn Thành đi Chợ Tốt”

Touch Point

MC Tran Thanh and Actress Nha Phuong who are popular in showbiz Viet are the main characters for its series. All information about this series updated in their own channel

The series uploaded on Zing TV and Youtube

Paid media from online newspaper and magazinesuch as kenh14, yan news, vnexpress, …

Earn media from amount of sharing on social network

Subcriptions on Chotot Channel: 47 000

Average views on each clip: 3 million

Views on page chotot.vn per month: 150 million

Advocacy share among topic of clip: 5000 share per clip

Overcome 5giay and Vat gia to be a leader of C2C service about e-commercial marketplace

EVALUATION & RESULTS