Unleashing the Potential for More Global Asian Brands

Martin Roll, a speaker at the marcus evans CMO Asia Summit 2013, on why marketing must be integrated into every stage of the value chain. Interview with: Martin Roll, Business & Brand Strategist, Martin Roll Company, Author of Asian Brand Strategy

FOR IMMEDIATE RELEASE

As the role of the Chief Marketing Officer (CMO) evolves in Asia, CMOs must start speaking the language of business, says Martin Roll, Business & Brand Strategist, Martin Roll Company, Author of Asian Brand Strategy. The marketing philosophy has to be integrated into every stage of the value chain in order to be invaluable to the organisation, he adds.

Roll is a keynote speaker at the marcus evans CMO Asia Summit 2013 in Macao, China, 27 – 29 May.

What is the current status of the CMO role in Asia?

Marketing has not traditionally been a top agenda in corporations globally, but less so in Asia. It is not fully integrated into business planning and strategy, so very few CMOs in Asia are part of the boardroom. Compared to our global peers, the CMO role still has a long way to go in Asia and companies have to take bold steps to elevate that responsibility.

As marketing becomes more cross-functional, wanted and crucial, it will integrate much more into the boardroom composition. That progression has already started taking place as the sons and daughters of family-owned enterprises are coming back from Western business schools and requiring this change in their family firms.

With about 60 – 70 per cent of businesses family-owned, and competition from their global peers, I believe that in five years they will get to the next step.

Do you have any tips for becoming a successful CMO? How can CMOs become invaluable to their organisation?

They must create value, but in order to do that, they need to be seen as a business integrator. While Chief Executive and Finance Officers have been exposed to different business functions, the typical marketing person has been working in a silo. They must speak the language of business in order to be successful. Their job is not about communication, customer engagement and branding only. Once they join boardroom discussions, they will see that the business has a very holistic set of variables to work with.

Thus the marketing philosophy has to be integrated into every stage of the value chain, which is extremely complicated in the real world. It has to be ingrained into the organisational culture, how the company thinks, feels and acts. This does not just happen overnight, but once it has, it has a lot of staying power.

You are a leading advocate for Asian corporations building and sustaining brands. What needs to be done to unleash the potential for more global Asian brands?

Overall, Asian corporations need to be bolder and more daring. It is not enough to become another computer brand or hotel. For once and for all, they need to get rid of their inferiority complex, which is a strong term from a Westerner but I have seen it from the inside. There is this underlying connotation in Asian firms that what comes out of Milan, Paris or New York is superior to what Asia has to offer. They need to be a bit proud of Asia and develop products with an Asian edge.

Asian firms tend to see global firms as being the only form of success, but it does not have to be the case. The time has come for a more Asia-centric focus which starts at the owner or C-suite level. Many Asian companies are playing on the single variable of price while trying to demonstrate that they also have a premium, but they cannot do both. They need to identify where they want to play in the market, but many businesses are struggling to take that decision.

Contact: Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division

Tel: + 357 22 849 313
Email: press@marcusevanscy.com

About the CMO Asia Summit 2013

This unique forum will take place at The Venetian Macao-Resort-Hotel, Macao, China, 27 – 29 May 2013.  Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed marketing professionals and solution providers to a highly focused and interactive networking event. The Summit will include presentations on integrated cross-channel communications, the evolving role of the Chief Marketing Officer and unleashing innovation.

For more information please send an email to info@marcusevanscy.com or visit the event website at www.cmoasiasummit.com 

marcus evans group – marketing/sales sector portal

The Marketing Network – marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations.

Please note that the Summit is a closed business event and the number of participants strictly limited.

About marcus evans Summits

marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one business meetings. For more information, please visit www.marcusevans.com

All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.com

How Marketing Can Get a Complete Picture of the Organisation’s Customer Base

Matt Howland of TIBCO Software Inc., a sponsor company at the marcus evans CMO Asia Summit 2013, on leveraging technology in the marketing function. Interview with: Matt Howland, Vice President, Loyalty Lab, TIBCO Software Inc.

FOR IMMEDIATE RELEASE

Chief Marketing Officers (CMOs) can leverage technology to turn data from a burden into an asset, according to Matt Howland, Vice President, Loyalty Lab, TIBCO Software Inc. They can use analytics to get a complete picture of their organisation’s customer base, uncover trends and impart change as quickly as possible. This is where the real value of technology lies, he unveils.

From a sponsor company attending the marcus evans CMO Asia Summit 2013, in Macao, China, 27 – 29 May, Howland discusses how the marketing function can utilise analytics to turn big data into an asset that impacts bottom line results.

What issues are challenging CMOs in Asia today?

Dealing with data in silos and from disparate sources is a major challenge for them. I often hear Marketers in Asia say they have different data in different systems, and do not know what to do with it. CMO can leverage technology to turn this from a burden into an asset. There are tools for them to explore, consolidate and act on data to directly impact the bottom line.

How could they better analyse trends and turn data into actionable insights?

The most important thing a CMO can do with analytics is uncover trends and anomalies quickly, and act to suppress or amplify the changes. But this is much easier said than done. Uncovering anomalies is often like peeling an onion. The real change in customer behaviour lays a few levels deep. Marketing is not an isolated endeavour, so it is important to get a complete picture of what is going on with the customer base. Once you find the nuggets of information, it is just as important to impart change as quickly as possible, i.e. to have rapid “test and learn” cycles. This is what dramatically changes market dynamics and where the real value of technology lies.

The real benefit of harnessing this information effectively is the speed at which innovation occurs. Marketers who are leveraging analytics and real-time systems to market to their customers are simply beating out their competition. We are seeing it again and again. An example is location-based offers via mobile.
 
What do CMOs overlook that you consider critical?

First and foremost, they must leverage technology. Things are often still done manually, leading to inefficiencies and “slow” marketing initiatives. Also critical today is leveraging data via predictive analytics. Through this they can proactively deliver targeted communications, which in turn drive repeat purchases. Leveraging data they do not already have, but can have (such as social), will give them a competitive advantage. In loyalty programmes, many are matching competitors but few are striving for real success in the market by taking a proactive approach.

Any final words of advice?

Innovate faster, leverage technology to test new ideas and approaches quickly, and grow those that work.

It is no longer satisfactory to look at marketing metrics on a quarterly or monthly basis. Measurement needs to be real time, as do marketing initiatives.

Contact: Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division

Tel: + 357 22 849 313
Email: press@marcusevanscy.com

About the CMO Asia Summit 2013

This unique forum will take place at The Venetian Macao-Resort-Hotel, Macao, China, 27 – 29 May 2013.  Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed marketing professionals and solution providers to a highly focused and interactive networking event.

For more information please send an email to info@marcusevanscy.com or visit the event website at www.cmoasiasummit.com

marcus evans group – marketing/sales sector portal

The Marketing Network – marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations.

Please note that the Summit is a closed business event and the number of participants strictly limited.

About TIBCO Software Inc.

TIBCO Software Inc. (NASDAQ: TIBX) is a provider of infrastructure software for companies to use on-premise or as part of cloud computing environments. Whether it’s efficient claims or trade processing, cross-selling products based on real-time customer behavior, or averting a crisis before it happens, TIBCO provides companies the two-second advantage® – the ability to capture the right information, at the right time, and act on it preemptively for a competitive advantage. More than 4,000 customers worldwide rely on TIBCO to manage information, decisions, processes, and applications in real time. Learn more at www.tibco.com

About marcus evans Summits

marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one business meetings. For more information, please visit www.marcusevans.com

All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.com

The Case for Multi-Touch Pharma Marketing

FOR IMMEDIATE RELEASE

Many pharmaceutical marketers are not taking advantage of the impact that multi-touch marketing can have on their campaigns, according to Nicholas Brusco, President, EarthDigital, an EarthColor company. Often, campaigns are executed as one-offs without the benefits of leveraging information gained from a previous touch, he went on to say.

As a solution provider company at the marcus evans PharmaMarketing Summit 2013, in Palm Beach, Florida, May 8-10, Brusco puts pharmaceutical product marketing under the spotlight.

What tools are pharma marketers not taking advantage of today?

Many pharmaceutical marketers are not taking advantage of multi-touch marketing or the opportunities to increase the impact of each touch and future touches by leveraging the information gained throughout the client or patient journey.

Often campaigns are executed as one-offs without the perspective of the larger marketing effort. Similarly, those marketing to physicians are often unaware of the efforts their colleagues are putting into reaching out to patients. Campaigns are not well timed in many cases and variable data is not put to good use, which would allow marketers to change their message depending on the circumstance.

All too often, our clients are printing large quantities of collateral in advance, when it is highly possible that they will want to or have to change the content at some point. We promote taking advantage of our just-in-time production capabilities.

Could you tell us more on how they can engage with customers?

What we preach is to learn something new about the client or recipient, whether it is a physician, payer, or patient, and leverage that information every time they interact, accompanying them through their journey regardless of what touch points the marketing campaign allows for. We believe that all media, whether print, email, SMS or social media, has the potential and responsibility to further the communication and relationship.

How could they ensure marketing campaigns are done right, on time and on budget? What questions do you ask?

Our questions revolve around the requirements for the end product and its use, and also around content. What things impact change? We are interested in who their clients are and what are the calls to action from a recipient, so that we can understand how we can make the piece better and more effective.

Being clear about specifications is key to meeting client expectations. Once there is an understanding, we put together a plan and execute on it.

Any final comments?

It is a dynamic time and pharmaceutical companies are confronted with a lot of challenges; utilizing integrated marketing will be key to their success. Pharmaceutical marketers today need to consider their message across all of their touch points. They should make sure that with every touch, there is an opportunity to further the relationship. With marketing budgets getting tighter and an increased focus on return on investment, we believe all of these touches are required to get as much out of the client experience as possible. 

Contact: Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division

Tel: + 357 22 849 313
Email: press@marcusevanscy.com

About the PharmaMarketing Summit 2013

This unique forum will take place at The Ritz-Carlton, Palm Beach, Florida, May 8-10, 2013. Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event.

For more information please send an email to info@marcusevanscy.com or visit the event website

marcus evans group – marketing/sales sector portal

The Marketing Network – marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations.

Please note that the Summit is a closed business event and the number of participants strictly limited.

About EarthColor  

EarthColor has developed a distributed marketing management platform known as Pando™, and configured it for the Pharmaceutical Industry. Pando empowers your sales and marketing teams to effectively manage your marketing initiatives in a single, scalable and customizable interface. Employees are able to share information both vertically between management and support levels, and laterally across all departments. Corporate graphic standards, compliance updates, formulary requirements and FDA regulations are all maintained within the Pando platform.
 
Pando brings you the best of marketing and technology, helping you grow and manage your marketing initiatives while enhancing collaboration between all branches of your business. Great marketing is rooted in great technology, and Pando delivers both.

www.earthcolor.com

About marcus evans Summits

marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-on-one business meetings. For more information, please visit www.marcusevans.com

All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.com

Arming Sales Teams with Data on Real-World Efficacy of Drugs

FOR IMMEDIATE RELEASE

“Pharmaceutical companies need to prove that their drugs work in the real world and that their competitors’ products might not have the same real-world compliance and outcome benefits,” suggests Cassie Schutte, Chief Executive Officer, Health Window. With the average compliance rate at around 50 per cent, how could healthcare providers get the expected clinical benefits when patients are not taking their medication? “Companies would attract the biggest stakeholders in the market if they could demonstrate the real-world efficacy of their drugs and how they could cut hospital costs,” Schutte adds.

Health Window is a solution provider company at the upcoming marcus evans PharmaMarketing Summit 2013, in Palm Beach, Florida, May 8-10. Here, Schutte shares his thoughts on pharmaceutical marketing, proving real-world drug efficacy, and improving compliance.

Why are clinical trial results not enough anymore?

Clinical trials are done in very controlled circumstances, where they ensure people take their medication to prove that they work. However, compliance in the real world is around 50 per cent, so it is impossible to get the same disease outcomes and clinical benefits as in clinical trials.

What implications does this have for pharmaceutical product marketing?

Salesforces go out and sell pharmaceutical products as having good clinical benefits, when in reality the products work half the time. Where salesforces previously competed on clinical benefits, that is no longer a product differentiator.

How could they show that they work in the real world?

Our system collects information on real-world efficacy and improves compliance by engaging patients with powerful, relationship-based adherence programs. We can monitor their compliance journey and disease outcomes, and quantify back to the doctor that the product now has real-world compliance. Combined with pharmacy data, we then benchmark the data against competitive products.

Compliance can differentiate your product, but you need to be able to quantify and prove it, and monitor patients between doctor visits.

What would better engage patients, doctors and the salesforce, for better results?

It is easy to make the wrong assumptions about what drives compliance. For example, pharmaceutical companies assume that patient education would improve compliance, but knowledge does not help obese people lose weight. They know they should exercise and eat right, but do not apply the knowledge. You need to engage people in a relationship to influence positive outcomes and compliance. There must be trust to identify and overcome obstacles to compliance. Reps are not trained to sell compliance benefits, but it is important to link the compliance program to the sales team. Rather, to equip the sales team with data and tools to sell compliance benefits well.

Any final comments?

The efficacy issue is valid to physicians and funders. In the US, five per cent of the population is on chronic drugs and consumes a third of healthcare costs. Many countries are funding the excessive hospital costs following from poor compliance.

What pharma companies are overlooking is that if they built real-world efficacy and compliance, they could not benefit large sales growth, but also go to the big stakeholders and show how they could save on hospitalization costs that follow from poor compliance. Often funders work in silos, and have different people managing medication and hospitalization costs.  The reality is that if they spent a little more on compliance, they would save a tremendous amount on hospital beds, which are extremely costly.

Contact: Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division

Tel: + 357 22 849 313
Email: press@marcusevanscy.com

About the PharmaMarketing Summit 2013

This unique forum will take place at The Ritz-Carlton, Palm Beach, Florida, May 8-10, 2013. Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event.

For more information please send an email to info@marcusevanscy.com or visit the event website at www.pharmamarketingsummit.com

marcus evans group – marketing/sales sector portal

The Marketing Network – marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations.

Please note that the Summit is a closed business event and the number of participants strictly limited.

About Health Window

Current compliance industry challenges include poor enrolment rates onto compliance programs, cost structures that don’t warrant sufficient ROI’s, and assumptions that offer apparent quality – but lack impact ability. Health Window’s systems are geared as feedback mechanisms to gain market insights from patients, in order to deliver high enrolment numbers, impactful support, and product differentiation. With strategic agreements in place globally and central systems, global programs are easy and quick to roll out.

www.healthwindow.co.za

About marcus evans Summits

marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-on-one business meetings. For more information, please visit www.marcusevans.com

All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.com

Pharmaceutical Marketing in an Era of Continuous Change

FOR IMMEDIATE RELEASE

“We live in an environment of continuous change and unlimited access to knowledge. Given the regulatory issues, constraints and ethical aspects involved in the pharmaceutical industry, knowing how to act in this reality is critical,” says Rosangela Checchia, Chief Executive Officer, Checon Pesquisa. There are new metrics in the market that can help pharmaceutical marketing executives overcome some of these challenges, increase profitability and become more accurate in decision-making, she adds.

From a research and consulting agency at the marcus evans PharmaBrand Summit 2012, Checchia shares her insights into pharmaceutical product marketing and how eye-tracking technologies can be effective in this arena.

What would help pharmaceutical marketers make better decisions?

We live in very dynamic times, with the Internet and social media networks creating an environment of continuous change and unlimited access to information. Knowing how to act in this new reality is a challenge to all business areas, especially the pharmaceutical industry. In the BRIC countries, especially Brazil, organisations must understand the new Brazilian consumer, who is more educated, optimistic, affluent, informed and connected to the world than before, and therefore more demanding. New market research has made important contributions for more accurate decision-making.

How can eye-tracking technology help pharmaceutical marketing be more effective?

This is an innovative measurement process with many possible applications. By examining fixations, saccades, pupil dilation, blinks and a variety of other behaviours, researchers can determine the effectiveness of a given medium or product.

It is a considerable advantage to know what information has actually been perceived in graphic pieces, websites, portals, blogs, newspaper advertisements or publications, films, TV commercials, package designs or shelf displays. It is now possible to measure the retention time of someone’s gaze and the sequence of images and content that is perceived and assimilated. This provides a huge step forward for the marketer to transcend from the realm of assumption (and guesswork) to that of highly precise and reliable measurement. Even information comprehension can be measured, signalling and indicating where there is a need for clearer and more objective language. All of these innovative results can add significant value to product and brand management, by providing insights into emotional responses and reactions.

What initiatives work at establishing brand loyalty? What are consumers looking for?

Nowadays consumers take the quality of pharmaceutical products for granted. Prices must be within reason for companies to achieve their sales targets, but given the increasing commoditisation of products, brand importance has increased. 

There is no magic formula for achieving brand loyalty or increasing market share, but new market research certainly helps us understand the different realities, cultures and needs (of countries, types of patients and communities) and provides us with a deeper understanding of all those involved in the relationship. Understanding and listening to clients helps build loyalty, but this takes time, directed communication and research efforts on a broad spectrum.

We are beyond the era of asking, measuring and analysing. The future is about listening, co-creating and measuring emotions.

Contact:
Sarin Kouyoumdjian-Gurunlian
Press Manager
marcus evans, Summits Division
Tel: + 357 22 849 313
Email: press@marcusevanscy.com

About the PharmaBrand Summit 2012

Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event. The Summit includes presentations and discussion panels on the future of healthcare, digital marketing and stakeholder engagement that bring insight from pharma, medtech and biotech marketers, payer and patient perspectives, as well as out-of-industry case studies.

For more information please send an email to info@marcusevanscy.com or visit the event website

marcus evans group – marketing/sales sector portal

The Marketing Network – marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations.

Please note that the Summit is a closed business event and the number of participants strictly limited.

About Checon Pesquisa

Established in 1992, certified ISO 20.252 with international accreditation, Checon Pesquisa is a full-service research and consulting agency. We help companies achieve financial gain through a deep understanding of customers, channel partners and employees, blending the best science, innovative technology and business expertise to generate high quality survey data. We have our own focus groups and CATI facilities and eye tracker.

For more information: www.checonpesquisa.com.br

About marcus evans summits

marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one business meetings. For more information, please visit www.marcusevans.com
 

All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.com

Leveraging Technology in Pharma Marketing

FOR IMMEDIATE RELEASE

With more than 75 per cent of physicians projected to use technology to order and prescribe medications by 2016, pharmaceutical companies should be thinking more strategically about how they communicate their products with health providers and patients, says Dr. Trenor Williams, Co-Founder and Chief Executive Officer, of Clinovations. Pharmaceutical marketers have not yet taken full advantage of technologies, he adds.

From a solution provider company attending the marcus evans PharmaMarketing Summit 2013, Williams is also a masterclass presenter at the event. Here he discusses how marketing executives in the pharmaceutical industry can capitalize on technology.

Why is technology troubling pharmaceutical companies?

It’s new. The use of technology in healthcare delivery has dramatically changed how both providers and patients interact. With technology use continuing to increase, the industry must change its approach to sales and marketing and how they communicate and engage with patients, physicians and hospitals. Technology provides greater access to data that can be used to intelligently expand the value equation for pharmaceuticals. But there is not just one solution or one way to leverage or engage technology in this changing care delivery paradigm.

What opportunities does technology present to them?

The use of electronic health records impacts prescribing patterns. What and how information is displayed, along with features and functionality designed to inform and expedite the prescribing process can have a real impact on decision-making. Efforts designed to increase patient engagement, including the use of patient portals to access personal health information, social media to connect with others, and mobile technologies to better manage diseases, will further enhance current technology-led improvements in medication adherence. It is important for pharma companies to think about how to best engage and support patients and providers through their use of technology because, at the end of the day, technology is changing with whom, how, and when critical conversations in healthcare occur. Clinovations connects pharmaceutical companies with key decision-makers from health systems who are making decisions around configuration, customization, and provider use technology. For example, decisions of one Chief Medical Information Officer can impact thousands of prescribing physicians across multiple locations.

From conversations with technology companies and content vendors to partnerships with health systems, payers or practices, technology allows pharma companies to develop a proactive strategy for marketing and showcasing the value of brands within the evolving, technology-enabled clinical workflow. It must be easy, effective and efficient for prescribers to identify and utilize their medications. Fostering these relationships is key to better treating, managing and diagnosing patients.

How can they better measure marketing return on investment (ROI)?

Better and more efficient data and robust analytics capabilities offer expanded opportunity for pharma companies to measure impact on population health and ROI for specific brands. As a firm, we see ROI from a clinical, operational and financial standpoint. From a clinical standpoint, it means being able to track the prescribing patterns of providers and the adherence of patients. It also means having more patients appropriately screened and diagnosed with a specific disease, thus increasing the potential market share for the company. From an operational point of view, one of the most expensive marketing and sales components is deployment of brand reps in the field targeting individual clinicians.  From a financial perspective, technology allows a pharma company to look at the metrics related to time spent and with whom, and find efficiencies. Success across these efforts affects the bottom line for pharma. 

Any final words of advice?

Technology is here to stay but I do not believe that the pharma industry has yet taken full advantage of it. They need to capitalize on technology now, before their competitors do.

Contact: Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division

Tel: + 357 22 849 313
Email: press@marcusevanscy.com

About the PharmaMarketing Summit 2013

Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event.

For more information please send an email to info@marcusevanscy.com or visit the event website

The Marketing Network – marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations.

Please note that the Summit is a closed business event and the number of participants strictly limited.

About Clinovations

Clinovations is a leading healthcare consulting firm offering strategic, clinical, and health IT consulting services with the goal of creating innovative solutions to improve the efficiency, effectiveness, and quality of healthcare for patients. Our extraordinary team is made up of physicians and nurses, technology leaders, management consultants, and public policy experts. We are dedicated to helping lead organizations in achieving their financial, operational, and clinical objectives.

www.clinovations.com

About marcus evans Summits

marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-on-one business meetings. For more information, please visit www.marcusevans.com

All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.com

Brand Building with the Currency of Music

Roddy Campbell, a speaker at the marcus evans CMO Summit 2012, on how music can be better utilised by Chief Marketing Officers. Interview with: Roddy Campbell, VP Commercial Development, EMI Music

FOR IMMEDIATE RELEASE
 
Music is one of the most popular passion points, capable of evoking powerful emotional responses from consumers, says Roddy Campbell, VP Commercial Development, EMI Music. This makes music a great starting point for Chief Marketing Officers (CMOs), but the challenge lies in translating passion into tangible results for a brand, he adds.

A speaker at the forthcoming marcus evans CMO Summit 2012, in the Gold Coast, Queensland, Australia, 26 – 28 September, Campbell puts the spotlight on music, and discusses how the marketing industry can execute more successful branding campaigns.

Why should marketers use music?

Brands have been using music to market products for years. Research has regularly identified music as one of the most popular passion points, benchmarked against sports, movies, reading and other hobbies. Music marketing might not be a new concept but the volume and diversity of campaigns around the world shows brands are trying to leverage that passion in many different ways these days. What’s emerging is a common thread on delivering return on investment (ROI).

How could they meet their objectives?

Many CMOs adopt a short-term approach. We see brands dipping into music without any real strategic direction, doing it for the sake of associating with a popular medium. They run random sales promotions without any real opportunity to get an ROI or build their brand equity. 

We see companies spend their whole budget sponsoring a festival, with no marketing budget to activate those associations. The rights package might give them a few placements of their brand and access to a database, but those are generally not enough to cause a shift. 

Artist and marketing opportunities come up on quite short lead times, so we have prepared ourselves for delivering full campaigns in short time frames, often integrating a ready-made media activation for a brand.

What I would say to brands is to be very clear on the objectives, define them in a proper brief and involve the artist or label as early in the creative process as possible. The creative vision of an artist and sense of involvement can add real credibility and a label can amplify the campaign enormously by dovetailing it with a music story where relevant.

It’s both challenging and exciting to make the marriage between commerce and art a happy one. There are tons of music activations, but only a few stick around and become memorable.

What tips could you give to CMOs for keeping brands relevant to the market?

In terms of how we market our own “brands” i.e our artists, the marketing mix has changed from a lot of paid media to earned media. We realised that we could better utilise the artists we have on board, so instead of spending millions on TV campaigns, we now better leverage the power of the content we have. This allows us to achieve reach on a much more cost efficient basis.

Consumer Insight has also made us far more efficient marketers. We have a pretty sophisticated quarterly research programme that is more common in fast-moving consumer goods and retail brands, which has given us a good understanding of our consumers. We segmented consumers into 11 profiles with distinct buying, discovery and media consumption habits. We now spend less money on targeting the wrong consumer, and can offer many different forms of each product, just sliced and diced in a different way, for each group.

Music offers all sorts of options to marketers – making a successful connection is really going to come down to knowing your customer and what’s important to them in a music experience.

Contact: Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division

Tel: + 357 22 849 313
Email: press@marcusevanscy.com

About the CMO Summit 2012

This unique forum will take place at the RACV Royal Pines Resort, Gold Coast, Queensland, Australia, 26 – 28 September 2012. Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed marketing professionals and solution providers to a highly focused and interactive networking event. The Summit includes presentations on innovation, fuelling creativity, supercharging the potential of social media and tapping into consumer insights.

For more information please send an email to info@marcusevanscy.com or visit the event website at www.cmoanzsummit.com

marcus evans group – marketing/sales sector portal

The Marketing Network – marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations.

Please note that the Summit is a closed business event and the number of participants strictly limited.

About marcus evans Summits

marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one business meetings. For more information, please visit www.marcusevans.com

All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.com

How CMOs Should Select Agencies for Optimal Results

Colin Wilson-Brown of The Clinic, a sponsor company at the marcus evans CMO Summit 2012, on agency selection. Interview with: Colin Wilson-Brown, Founder & Director, The Clinic

FOR IMMEDIATE RELEASE
 
Chief Marketing Officers (CMOs) must ensure that the skills of their advertising agency partners match with their most important business needs, says Colin Wilson-Brown, Founder & Director, The Clinic. With the advent of digital marketing and so many specialist skill areas to choose from, agency selection and performance monitoring need a much closer look from CMOs, he adds.

From a sponsor company at the upcoming marcus evans CMO Summit 2012, in the Gold Coast, Queensland, Australia, 26 – 28 September, Wilson-Brown offers his suggestions on selecting advertising agencies and negotiating remuneration for optimal results.

How can CMOs get more out of advertising agencies?

They first need to make sure that they have the right structure for agencies. Ten years ago a CMO may have needed three agencies at most, but today CMOs need skills across many different disciplines. They must decide how many agency partners they need, as having multiple agency partners may bring additional skills, but the cost of doing business increases and more time is required to manage those partnerships and get everyone to collaborate with each other.

What tips for selecting agencies could you give?

Most CMOs have neither the time nor the up-to-date market knowledge to find the best agency. And they may not know the best selection process.

I use different methodologies depending on what a client wants to achieve from the partnership. The decision is sometimes made simply by looking at the credentials of the agency, other times it might be a full strategic and creative pitch.

Also, instead of relying on one big presentation, I may get both parties to work together on a project, to give them a better sense of what it will be like to work together.

Most agencies are pretty good at selling themselves, but that does not mean they are the right agency for a long-term relationship. The skills of the advertising agency partner must match with the most important business needs.

How should companies assess their current agencies?

Most companies regularly and formally review staff performance, but it is surprising how many do not do that with agencies. Formal reviews help identify the strengths and weaknesses of the agency relationship, and highlight opportunities for improvement. We developed a simple and inexpensive online benchmarking tool, which is also useful for managing a performance-based payment structure.

What advice would you give for negotiating remuneration?

The most common methodology is to pay agencies for the time they put in, but the ideal way is to pay an agency for the contribution it makes to the business, what it helps the organisation achieve. After all, why should an agency that takes longer to do something get paid more?

I always advocate having a performance component in the agreement, based on sales performance and the achievement of campaign goals. The agency’s costs should be covered, but it could then have the potential to earn profit according to the strength of its performance.

Contact: Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division

Tel: + 357 22 849 313
Email: press@marcusevanscy.com

About the CMO Summit 2012

This unique forum will take place at the RACV Royal Pines Resort, Gold Coast, Queensland, Australia, 26 – 28 September 2012. Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed marketing professionals and solution providers to a highly focused and interactive networking event. The Summit includes presentations on innovation, fuelling creativity, supercharging the potential of social media and tapping into consumer insights.

For more information please send an email to info@marcusevanscy.com or visit the event website at www.cmoanzsummit.com

marcus evans group – marketing/sales sector portal

The Marketing Network – marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations.

Please note that the Summit is a closed business event and the number of participants strictly limited.

About The Clinic

The Clinic helps advertisers find the best agency partners and optimize agency performance. It has helped over 60 CMOs appoint creative, media, digital, DM, PR, and brand strategy agencies. It has also advised advertisers on agency remuneration, servicing structures and relationship issues.

The Clinic’s low cost, web enabled benchmarking tool has measured performance of 500 agency/client relationships.

www.clinic.net.au

About marcus evans Summits

marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one business meetings. For more information, please visit www.marcusevans.com

All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.com

Turning over the Traditional Model of Marketing

Andrew McArthur-Edwards of Now Communications Group, a sponsor company at the marcus evans CMO Summit 2012 and CMO Asia Summit 2012, on getting marketing messages across to audiences today. Interview with: Andrew McArthur-Edwards, Chairman, Now Communications Group

FOR IMMEDIATE RELEASE

“Marketers have to re-think how messages can be better conveyed to an audience, driving with communication and using marketing tools to enable this,” according to Andrew McArthur-Edwards, Chairman, Now Communications Group. Chief Marketing Officers (CMOs) have to know exactly who and where the audience is, to work out the journey that will get them to the company’s end goal, he adds.

From a sponsor company at the marcus evans CMO Summit 2012 in the Gold Coast, Queensland, Australia, and the CMO Asia Summit 2012 in Macao, China, McArthur-Edwards offers his expertise on communicating messages to consumers in today’s complex marketplace.

Why are CMOs not able to have more control over their brands today, and how can they?

The traditional model of marketing is completely broken, so marketers have to re-think how messages can be better conveyed to an audience. People are having conversations about products and brands, independently of what marketers are doing, and some brands are getting brutalised and canonised in the marketplace.

Marketing has lost control over its brand conversation, however, it is a misconception that it needs to have that power. Instead, it could look at how the stewardship can control that, and how marketing can help make it happen. Today it is about listening to the audience and following the discussions taking place, then using marketing tools to shape that communication through different mechanisms. 

Can you tell us more about these marketing tools and how CMOs can shape communication?

It is a matter of seeing it upside down. Communication first, then using the marketing tools that are available.

CMOs need to clearly identify the audience, look at the different ways that it is in touch with the brand, whether it is through peers or the company’s employees, and make sure the message is consistent throughout. First they must establish who and where the audience is, in order to work out the journey that will get them to think and do as marketing wants.

Whilst marketing channels have evolved, people have not evolved in 30,000 years. People’s psychology has not changed, but now we have all these new mediums for communicating with them and it is easy to get carried away. It is still about listening to them and looking at where they get their information from. With so many sources for information in the world today, marketing must become far more targeted.

Are social media the most effective tools for getting messages across?

There has been a hype about social media marketing in the last few years, but until we stop measuring “tweets” and “likes” and take a pragmatic look at the effect on sales and brand image, digital will not be the business as usual it needs to be. Social media is just another way of listening to people. Digital and social media are becoming a relevant part of any communications strategy, but for them to be effective, the strategies have to be completely and utterly aligned with the bigger picture.

Contact: Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division

Tel: + 357 22 849 313
Email: press@marcusevanscy.com

For more information please send an email to info@marcusevanscy.com or visit the event websites below:

CMO Summit: www.cmoanzsummit.com 

CMO Asia Summit: www.cmoasiasummit.com

marcus evans group – marketing/sales sector portal

The Marketing Network – marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations.

Please note that the Summit is a closed business event and the number of participants strictly limited.

About Now Communications Group

Now Communications Group is focussed on bringing messages to life and creating emotive connections to the messages you need to send. Change management, audience motivation and just getting information out in a way that your people can relate to and connect to. With offices in Sydney, Singapore, Hong Kong and Kuala Lumpur, affiliates and experience in over 30 countries, Now Communications Group are well placed to deliver a host of communication solutions that push your message, motivate your audience, sell more stuff, or all three and then some

www.nowcommsgroup.com

About marcus evans Summits

marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one business meetings.

For more information, please visit: www.marcusevans.com 

All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.com