|By ACN Newswire||
|May 18, 2014 03:56 AM EDT||
Vivek Kumar, Director, Membership, National Trades Union Congress & Chairman, Asia-Pacific Advisory Board, Global CMO Council, and Chairman at the marcus evans CMO Asia Summit 2014, on building engagement capital that is strong enough for the brand to be sustainably profitable
LONDON, May 17, 2014 - (ACN Newswire) - "Martin Luther King, Jr. had a unique challenge. On the one hand was a community that was feeling unfairly treated, on the other there was status quo that was resistant to change. He wanted the community to move forward without creating any animosity or fault lines that would be detrimental to the country," said Vivek Kumar, Director, Membership, National Trades Union Congress & Chairman, Asia-Pacific Advisory Board, Global CMO Council.
The Chairman at the marcus evans CMO Asia Summit 2014 in Kuala Lumpur, Malaysia, 26 - 27 May, Kumar elaborated: "The way Martin Luther King, Jr. prepared the community and led the one-year Montgomery bus boycott without any violence provides valuable lessons for all Chief Marketing Officers (CMOs). He ensured that people understood his passion for the cause, yet he did not make it about the community winning those rights alone. It was about America continuing to be a great country. He created engagement capital that effectively led to change and a power shift."
To explain how brands can build engagement capital, Kumar gave the example of Shell's Rotella brand for truck lubricants. To win over the market, Shell decided to launch the Rotella SuperRigs contest where truckers would showcase their vehicles. For many years now, truckers in the US have been driving across the country to take part in the challenge.
"It is critical that marketers are able to foster this kind of relationship," Kumar advised. "There is an interesting Pivot Point Customer study by the CMO Council which tracked 54 million transactions at a supermarket chain across 1,364 brands. It found that 80 percent of profitability for a brand was generated from an average of just 2.5 percent of shoppers. This changes the paradigm of how CMOs should think. They need to find the pivot point customers that are critical to the brand's profitability and build engagement capital that is strong enough for the brand to be sustainably profitable."
It was not the Rotella brand that was special per se, but Shell's understanding of its customers, Kumar pointed out. Marketers must get the insight right and find what moves people, to create a programme that leverages it. For many truckers, their vehicle was a source of livelihood and pride.
NTUC's effort at building a community has also been successful. The unionisation rate has been in decline in most countries, yet enrolment numbers in Singapore are on the rise. Kumar attributes that to NTUC's focus on forming communities for members who are at different stages of life and understanding the needs of each group.
In his previous position at Shell Retail, Vivek and his team put together a campaign that won the Golden Dragon for Asia's Most Innovative Campaign. "The challenge was to make people interested in petrol. How could we? Given the choice, few want to buy petrol," he said. So the team started with that insight, accepted it was a pain point rather than a pleasure point, and focused on helping customers save on their petrol bills.
"We developed a community of drivers who wanted to save on petrol. People found it hard to believe a petrol company would want people to save on fuel! We started the FuelSave Challenge by building a ladder of credibility and a ladder of engagement. We provided driving and fuel saving tips, had a celebrity to try them out, went around the country to get people to take part in the challenge, and organised national and regional championships where all the country winners competed against each other. People finally began believing that they could really save on fuel if they drove the right way. That is how we built engagement capital on a product that few wished to buy, yet the campaign was ultimately a success," he concluded.
About the CMO Asia Summit 2014
The CMO Asia Summit is the premium forum bringing elite buyers and sellers together. It offers top marketing professionals, agencies and consultants an intimate environment for a focused discussion on the key drivers of marketing effectiveness. This event has been designed to provide a unique interactive forum for the Asian marketing community where you can share ideas and experiences on key strategies for conquering today's empowered consumers. A customised itinerary has been tailored to meet your specific business concerns, with a series of keynote presentations, case studies, interactive forums, roundtable sessions, masterclasses and one-to-one meetings. The Summit includes presentations on market shifts, creating synergy between offline and digital marketing, winning at multi and cross-channel communication, driving revenue with limited resources and leveraging marketing intelligence.
For more information please send an email to [email protected] or visit the event website at www.cmoasiasummit.com/VivekKumarInterview
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.
- LinkedIn: www.linkedin.com/groups?mostPopular=&gid=3379860&trk=myg_ugrp_ovr
- YouTube: www.youtube.com/MarcusEvansMarketing
- Twitter: www.twitter.com/meSummitsMkt
- SlideShare: www.slideshare.net/MarcusEvansMarketing
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-on-one business meetings. For more information, please visit www.marcusevans.com.
- Twitter: www.twitter.com/meSummitsGlobal
- YouTube: www.youtube.com/user/MarcusEvansGroup
- SlideShare: www.slideshare.net/MarcusEvansSummits
Source: marcus evans Summits
Sarin Kouyoumdjian-Gurunlian Press Manager, marcus evans, Summits Division Tel: + 357 22 849 313 Email: [email protected]
Copyright 2014 ACN Newswire. All rights reserved.
In their session at 17th Cloud Expo, Hal Schwartz, CEO of Secure Infrastructure & Services (SIAS), and Chuck Paolillo, CTO of Secure Infrastructure & Services (SIAS), provide a study of cloud adoption trends and the power and flexibility of IBM Power and Pureflex cloud solutions. In his role as CEO of Secure Infrastructure & Services (SIAS), Hal Schwartz provides leadership and direction for the company.
Aug. 4, 2015 06:45 PM EDT Reads: 241
There are many considerations when moving applications from on-premise to cloud. It is critical to understand the benefits and also challenges of this migration. A successful migration will result in lower Total Cost of Ownership, yet offer the same or higher level of robustness. In his session at 15th Cloud Expo, Michael Meiner, an Engineering Director at Oracle, Corporation, analyzed a range of cloud offerings (IaaS, PaaS, SaaS) and discussed the benefits/challenges of migrating to each offe...
Aug. 4, 2015 06:45 PM EDT Reads: 220
SYS-CON Events announced today that the "Second Containers & Microservices Expo" will take place November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
Aug. 4, 2015 05:30 PM EDT
As organizations shift towards IT-as-a-service models, the need for managing and protecting data residing across physical, virtual, and now cloud environments grows with it. CommVault can ensure protection and E-Discovery of your data – whether in a private cloud, a Service Provider delivered public cloud, or a hybrid cloud environment – across the heterogeneous enterprise. In his session at 17th Cloud Expo, Randy De Meno, Chief Technologist - Windows Products and Microsoft Partnerships at Com...
Aug. 4, 2015 05:00 PM EDT Reads: 111
The Software Defined Data Center (SDDC), which enables organizations to seamlessly run in a hybrid cloud model (public + private cloud), is here to stay. IDC estimates that the software-defined networking market will be valued at $3.7 billion by 2016. Security is a key component and benefit of the SDDC, and offers an opportunity to build security 'from the ground up' and weave it into the environment from day one. In his session at 16th Cloud Expo, Reuven Harrison, CTO and Co-Founder of Tufin,...
Aug. 4, 2015 03:00 PM EDT Reads: 574
Scrum Alliance has announced the release of its 2015 State of Scrum Report. Almost 5,000 individuals and companies worldwide participated in this year's survey. Most organizations in the market today are still leading and managing under an Industrial Age model. Not only is the speed of change growing exponentially, Agile and Scrum frameworks are showing companies how to draw on the full talents and capabilities of those doing the work in order to continue innovating for success.
Aug. 4, 2015 02:45 PM EDT
SYS-CON Events announced today that MobiDev, a software development company, will exhibit at the 17th International Cloud Expo®, which will take place November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software development company with representative offices in Atlanta (US), Sheffield (UK) and Würzburg (Germany); and development centers in Ukraine. Since 2009 it has grown from a small group of passionate engineers and business managers to a full-scale mobi...
Aug. 4, 2015 02:00 PM EDT Reads: 393
Between the compelling mockups and specs produced by your analysts and designers, and the resulting application built by your developers, there is a gulf where projects fail, costs spiral out of control, and applications fall short of requirements. In his session at @DevOpsSummit, Charles Kendrick, CTO and Chief Architect at Isomorphic Software, presented a new approach where business and development users collaborate – each using tools appropriate to their goals and expertise – to build mocku...
Aug. 4, 2015 01:30 PM EDT Reads: 103
Container technology is sending shock waves through the world of cloud computing. Heralded as the 'next big thing,' containers provide software owners a consistent way to package their software and dependencies while infrastructure operators benefit from a standard way to deploy and run them. Containers present new challenges for tracking usage due to their dynamic nature. They can also be deployed to bare metal, virtual machines and various cloud platforms. How do software owners track the usag...
Aug. 4, 2015 01:00 PM EDT Reads: 295
SYS-CON Events announced today that VividCortex, the monitoring solution for the modern data system, will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. The database is the heart of most applications, but it’s also the part that’s hardest to scale, monitor, and optimize even as it’s growing 50% year over year. VividCortex is the first unified suite of database monitoring tools specifically desi...
Aug. 4, 2015 12:00 PM EDT Reads: 116
Graylog, Inc., has added the capability to collect, centralize and analyze application container logs from within Docker. The Graylog logging driver for Docker addresses the challenges of extracting intelligence from within Docker containers, where most workloads are dynamic and log data is not persisted or stored. Using Graylog, DevOps and IT Ops teams can pinpoint the root cause of problems to deliver new applications faster and minimize downtime.
Aug. 4, 2015 11:45 AM EDT
As Marc Andreessen says software is eating the world. Everything is rapidly moving toward being software-defined – from our phones and cars through our washing machines to the datacenter. However, there are larger challenges when implementing software defined on a larger scale - when building software defined infrastructure. In his session at 16th Cloud Expo, Boyan Ivanov, CEO of StorPool, provided some practical insights on what, how and why when implementing "software-defined" in the datacent...
Aug. 4, 2015 11:30 AM EDT Reads: 122
Learn how you can use the CoSN SEND II Decision Tree for Education Technology to make sure that your K–12 technology initiatives create a more engaging learning experience that empowers students, teachers, and administrators alike.
Aug. 4, 2015 09:30 AM EDT Reads: 120
Mobile, social, Big Data, and cloud have fundamentally changed the way we live. “Anytime, anywhere” access to data and information is no longer a luxury; it’s a requirement, in both our personal and professional lives. For IT organizations, this means pressure has never been greater to deliver meaningful services to the business and customers.
Aug. 4, 2015 08:45 AM EDT Reads: 265
In a recent research, analyst firm IDC found that the average cost of a critical application failure is $500,000 to $1 million per hour and the average total cost of unplanned application downtime is $1.25 billion to $2.5 billion per year for Fortune 1000 companies. In addition to the findings on the cost of the downtime, the research also highlighted best practices for development, testing, application support, infrastructure, and operations teams.
Aug. 4, 2015 07:00 AM EDT Reads: 229