Welcome!

News Feed Item

Building Engagement Capital: What CMOs Can Learn From Martin Luther King, Jr.



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
www.marcusevans.com/reviews/marketing

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

Contact:
Sarin Kouyoumdjian-Gurunlian
Press Manager, marcus evans, Summits Division
Tel: + 357 22 849 313
Email: [email protected]




Copyright 2014 ACN Newswire. All rights reserved.

More Stories By ACN Newswire

Copyright 2008 ACN Newswire. All rights reserved. Republication or redistribution of ACN Newswire content is expressly prohibited without the prior written consent of ACN Newswire. ACN Newswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
"There's a growing demand from users for things to be faster. When you think about all the transactions or interactions users will have with your product and everything that is between those transactions and interactions - what drives us at Catchpoint Systems is the idea to measure that and to analyze it," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York Ci...
I wanted to gather all of my Internet of Things (IOT) blogs into a single blog (that I could later use with my University of San Francisco (USF) Big Data “MBA” course). However as I started to pull these blogs together, I realized that my IOT discussion lacked a vision; it lacked an end point towards which an organization could drive their IOT envisioning, proof of value, app dev, data engineering and data science efforts. And I think that the IOT end point is really quite simple…
As companies gain momentum, the need to maintain high quality products can outstrip their development team’s bandwidth for QA. Building out a large QA team (whether in-house or outsourced) can slow down development and significantly increases costs. This eBook takes QA profiles from 5 companies who successfully scaled up production without building a large QA team and includes: What to consider when choosing CI/CD tools How culture and communication can make or break implementation
Actian Corporation has announced the latest version of the Actian Vector in Hadoop (VectorH) database, generally available at the end of July. VectorH is based on the same query engine that powers Actian Vector, which recently doubled the TPC-H benchmark record for non-clustered systems at the 3000GB scale factor (see tpc.org/3323). The ability to easily ingest information from different data sources and rapidly develop queries to make better business decisions is becoming increasingly importan...
A critical component of any IoT project is what to do with all the data being generated. This data needs to be captured, processed, structured, and stored in a way to facilitate different kinds of queries. Traditional data warehouse and analytical systems are mature technologies that can be used to handle certain kinds of queries, but they are not always well suited to many problems, particularly when there is a need for real-time insights.
Big Data, cloud, analytics, contextual information, wearable tech, sensors, mobility, and WebRTC: together, these advances have created a perfect storm of technologies that are disrupting and transforming classic communications models and ecosystems. In his session at @ThingsExpo, Erik Perotti, Senior Manager of New Ventures on Plantronics’ Innovation team, provided an overview of this technological shift, including associated business and consumer communications impacts, and opportunities it ...
Redis is not only the fastest database, but it is the most popular among the new wave of databases running in containers. Redis speeds up just about every data interaction between your users or operational systems. In his session at 19th Cloud Expo, Dave Nielsen, Developer Advocate, Redis Labs, will share the functions and data structures used to solve everyday use cases that are driving Redis' popularity.
To leverage Continuous Delivery, enterprises must consider impacts that span functional silos, as well as applications that touch older, slower moving components. Managing the many dependencies can cause slowdowns. See how to achieve continuous delivery in the enterprise.
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
Extracting business value from Internet of Things (IoT) data doesn’t happen overnight. There are several requirements that must be satisfied, including IoT device enablement, data analysis, real-time detection of complex events and automated orchestration of actions. Unfortunately, too many companies fall short in achieving their business goals by implementing incomplete solutions or not focusing on tangible use cases. In his general session at @ThingsExpo, Dave McCarthy, Director of Products...
Is your aging software platform suffering from technical debt while the market changes and demands new solutions at a faster clip? It’s a bold move, but you might consider walking away from your core platform and starting fresh. ReadyTalk did exactly that. In his General Session at 19th Cloud Expo, Michael Chambliss, Head of Engineering at ReadyTalk, will discuss why and how ReadyTalk diverted from healthy revenue and over a decade of audio conferencing product development to start an innovati...
"Software-defined storage is a big problem in this industry because so many people have different definitions as they see fit to use it," stated Peter McCallum, VP of Datacenter Solutions at FalconStor Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, discussed the importance of WebRTC and how it enables companies to focus...
StackIQ has announced the release of Stacki 3.2. Stacki is an easy-to-use Linux server provisioning tool. Stacki 3.2 delivers new capabilities that simplify the automation and integration of site-specific requirements. StackIQ is the commercial entity behind this open source bare metal provisioning tool. Since the release of Stacki in June of 2015, the Stacki core team has been focused on making the Community Edition meet the needs of members of the community, adding features and value, while ...
Deploying applications in hybrid cloud environments is hard work. Your team spends most of the time maintaining your infrastructure, configuring dev/test and production environments, and deploying applications across environments – which can be both time consuming and error prone. But what if you could automate provisioning and deployment to deliver error free environments faster? What could you do with your free time?