|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@example.com 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: firstname.lastname@example.org
Copyright 2014 ACN Newswire. All rights reserved.
For basic one-to-one voice or video calling solutions, WebRTC has proven to be a very powerful technology. Although WebRTC’s core functionality is to provide secure, real-time p2p media streaming, leveraging native platform features and server-side components brings up new communication capabilities for web and native mobile applications, allowing for advanced multi-user use cases such as video broadcasting, conferencing, and media recording.
Feb. 20, 2017 10:15 PM EST Reads: 5,904
WebRTC is about the data channel as much as about video and audio conferencing. However, basically all commercial WebRTC applications have been built with a focus on audio and video. The handling of “data” has been limited to text chat and file download – all other data sharing seems to end with screensharing. What is holding back a more intensive use of peer-to-peer data? In her session at @ThingsExpo, Dr Silvia Pfeiffer, WebRTC Applications Team Lead at National ICT Australia, looked at differ...
Feb. 20, 2017 10:15 PM EST Reads: 6,188
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
Feb. 20, 2017 09:15 PM EST Reads: 895
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, New York, and 21st International Cloud Expo, which will take place in November in Silicon Valley, California.
Feb. 20, 2017 08:30 PM EST Reads: 1,503
The security needs of IoT environments require a strong, proven approach to maintain security, trust and privacy in their ecosystem. Assurance and protection of device identity, secure data encryption and authentication are the key security challenges organizations are trying to address when integrating IoT devices. This holds true for IoT applications in a wide range of industries, for example, healthcare, consumer devices, and manufacturing. In his session at @ThingsExpo, Lancen LaChance, vic...
Feb. 20, 2017 07:00 PM EST Reads: 8,229
SYS-CON Events announced today that delaPlex will exhibit at SYS-CON's @CloudExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. delaPlex pioneered Software Development as a Service (SDaaS), which provides scalable resources to build, test, and deploy software. It’s a fast and more reliable way to develop a new product or expand your in-house team.
Feb. 20, 2017 06:15 PM EST Reads: 997
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
Feb. 20, 2017 05:45 PM EST Reads: 537
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smart...
Feb. 20, 2017 05:30 PM EST Reads: 3,915
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, discussed the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports.
Feb. 20, 2017 05:15 PM EST Reads: 972
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
Feb. 20, 2017 02:45 PM EST Reads: 509
SYS-CON Events announced today that CA Technologies has been named “Platinum Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business – from apparel to energy – is being rewritten by software. From ...
Feb. 20, 2017 02:15 PM EST Reads: 1,125
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settle...
Feb. 20, 2017 01:15 PM EST Reads: 512
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
Feb. 20, 2017 01:00 PM EST Reads: 1,221
Feb. 20, 2017 01:00 PM EST Reads: 10,068
SYS-CON Events announced today that Outlyer, a monitoring service for DevOps and operations teams, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Outlyer is a monitoring service for DevOps and Operations teams running Cloud, SaaS, Microservices and IoT deployments. Designed for today's dynamic environments that need beyond cloud-scale monitoring, we make monitoring effortless so you...
Feb. 20, 2017 12:45 PM EST Reads: 1,058
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
Feb. 20, 2017 12:00 PM EST Reads: 1,172
Have you ever noticed how some IT people seem to lead successful, rewarding, and satisfying lives and careers, while others struggle? IT author and speaker Don Crawley uncovered the five principles that successful IT people use to build satisfying lives and careers and he shares them in this fast-paced, thought-provoking webinar. You'll learn the importance of striking a balance with technical skills and people skills, challenge your pre-existing ideas about IT customer service, and gain new in...
Feb. 20, 2017 11:30 AM EST Reads: 1,830
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend @CloudExpo | @ThingsExpo, June 6-8, 2017, at the Javits Center in New York City, NY and October 31 - November 2, 2017, Santa Clara Convention Center, CA. Learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
Feb. 20, 2017 11:30 AM EST Reads: 1,748
With 10 simultaneous tracks, keynotes, general sessions and targeted breakout classes, Cloud Expo and @ThingsExpo are two of the most important technology events of the year. Since its launch over eight years ago, Cloud Expo and @ThingsExpo have presented a rock star faculty as well as showcased hundreds of sponsors and exhibitors! In this blog post, I provide 7 tips on how, as part of our world-class faculty, you can deliver one of the most popular sessions at our events. But before reading the...
Feb. 20, 2017 11:15 AM EST Reads: 7,885
Buzzword alert: Microservices and IoT at a DevOps conference? What could possibly go wrong? In this Power Panel at DevOps Summit, moderated by Jason Bloomberg, the leading expert on architecting agility for the enterprise and president of Intellyx, panelists peeled away the buzz and discuss the important architectural principles behind implementing IoT solutions for the enterprise. As remote IoT devices and sensors become increasingly intelligent, they become part of our distributed cloud enviro...
Feb. 20, 2017 10:45 AM EST Reads: 6,000