SulimIntegrating Online Dialogue to company’s marketing mix –case Fazer

1. Integrating Online Dialogue to company’s marketing mix –case Fazer

@kati_sulin #TOPmarketing
17/10/12
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23.9.2018
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2.

Fazer Food Services
Fazer Confectionery
Fazer Bakeries

3. The digital-embedded life

Huge opportunity for the brand.
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4. Bringing people together, the digital way

Ravintolapäivä
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Image CC: tulenheimo

5. Falling in love, the digital way

Datable.com
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6. Listening to music, the digital way

Spotify and other streaming apps
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7. Working, the digital way

Gold farming in online games
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8. Helping others, the digital way

Kiva.org
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9. Consumer Understanding is the key

Daily time allocation
12%
8%
4%
4%
4%
1%
14%
37%
16%
Browsing
Messaging
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Games
Multimedia
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10. Expanding the brand experience

Service
Publications
Product/ser
vice
Dialogue
Advertising/
branding
Factory
visits
Event/face
to face
Fazer news
Brandjournalism
Entertainment
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First Name Last Name

11. Fazer ecosystem

CHOCOLATE
|
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First Name Last Name
Chocolate

12.

Product info, online
customer service on
site / Twitter, product
development
Brand stories, Facebook fan page,
product info, Twitter feed, competitions,
videos, iPhone application (recipe book,
healt info, etc)
Online version,
iPad version,
blog
Product/service
Sharing of
experiences,
contact form
Event info, expert
blog, invite and
register, Twitter
feed
Advertising/branding
Fazer online
comms, additional
info, blog, video,
pictures, etc.
Seasonal blogs,
video stories,
recipes & tips
Fazer publications
Events/Face to face
Fazer news
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First Name Last Name
Factory visits
Seasons

13. The way to build brands has changed

TV-led Broadcasting Paradigm
Word-of-Mouth-led Internet Paradigm
Recommender
Score
Total
Population
Brand
Awareness Brand
Consideration
Brand Strength
= f (No of Users x Net Promoters)
Target
Brand
Preference
Strength of
Preference
Today
Message + Media
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Number
of Users
Experience + Word-of-Mouth
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14. Decisions are emotional.

15. Brands drive feelings.

16. Brand = promise = value

17. Rethink your touchpoint strategy

PR
WoM
Relationship
marketing
Retail POS
TV
Service
23.9.2018
Consumer
Digital
marketing
Print
Comms
Radio
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NBR
Social
media
Blogs
Event sponsorship
product placement
etc.
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18. Rethink your internal way of working

ATL
Retail
PR
Digital

19. Every idea is the result of a collaboration.

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20.

ONLINE DIALOGUE
PR
-PAX challenge in Fazer blog
-Twitter discussion
-Facebook distribution
HELSINKI-NEW YORK flight
- Product sampling + QR code
HELSINKI-VANTAA
AIRPORT
EVENTS
-product sampling with QR code
Visitor marketing at the factory
F MAGAZINE (QR CODE)
M&M PAID ADVERTISEMENT
ANIMATED
STORY OF PAX
FROM FINLAND
MOBILE OPTIMIZED
CAMPAIGN SITE

21. Makes the world taste good.

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23.9.2018
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