B2B Content Marketing Service in Thailand

B2B Content Marketing

Marketing and Business Development

Service Agency in Thailand

Understand Assess Accelerate

1Friday, February 7, 14

Traditional Marketing VS.Content Marketing


Traditional Marketing Is Telling Customers How Good You Are

We sell pump.They are brilliant pump.Come and buy them from us!


Content Marketing Is Giving Valuable Information To Influence Customer’s Purchasing Decision

Here is a lot of helpful information on pump.We know a lot about pump.We understand why you want to buy pump.We sell brilliant pump that fit your needs.Come and buy them from us!


Why Content Marketing Matters


80% business decision-makers prefer to get company information in a series of articles versus an advertisement. (Source:Roper Public Affairs)


http://www.gfkamerica.com/

http://www.gfkamerica.com/

61% of consumers say they feel better

about, and are more likely to buy from, a

company that delivers custom content.

(Source: Custom Content Council)


http://www.customcontentcouncil.com/news/roper-finds-majority-consumers-value-custom-media

http://www.customcontentcouncil.com/news/roper-finds-majority-consumers-value-custom-media

78% of consumers believe that organizations providing custom content are interested in building good relationships.

(Source: TMG Custom Media)


http://engage.tmgcustommedia.com/2011/07/content-marketing-stats/

http://engage.tmgcustommedia.com/2011/07/content-marketing-stats/

Content Marketing Process


In A Nutshell...

Content marketing is a marketing technique of creating relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience via multiple media channels – with the objective of driving profitable customer action.

WHAT IS CONTENT MARKETING?

CONTENT

such as blog post, whitepaper, eBooks, video, case studies, guide, newsletter, inforgraphic,

TARGET AUDIENCE

such as customers, influencers, distributors and other stakeholders

CHANNEL

such as social media, blogs, email, search engine optimisation (SEO) and your website


Content Marketing Process

PLANResearch to understand target audience, define media channel, source of information and plan for key messaging to target audience

PRODUCE

Collaborate with key experts to produce compelling content and/or recreate existing content to engage customers

PUBLISH

Publish your content to multiple platforms online and offline media channel

PROMOTE

Build your reach and attract target audience

PROVERefine, modify, test and evaluate content

5 fundamental steps to create B2B content marketing strategy and action


Content Marketing Services


CONTENT MARKETING SERVICES

๏ To figure out all the marketing materials you’ve already got, in all format

๏ Understand your goals, customer characteristic, priorities and market gaps

๏ To create a project timeline and assign tasks to project teams (Content Contributor, Author, Marketer)

๏ To come up with ideas for compelling contents that your audience care about

๏ To discuss with expert team (e.g. R&D, Manager) then write a content

๏ To interact with 3rd party e.g. customers, dealers to create content

๏ To identify and recommend content format to suit content strategy and target audience

๏ To design and produce content in different formats such as infographic, video, article, newsletter, case studies, white papers, guide, eBooks and etc

๏ To identify channels for content distribution

๏ To construct a mailing list for direct mailing

๏ To drive your content to market – and your market to your content through online and offline channel e.g. email, blog, PR, social network, website

๏ KPI, tracking performance and feedback

๏ This includes business leads collection

๏ Revise and refine content strategy based on the performance of each content

AUDIT & STRATEGY

CONTENT CREATION

CONTENT FORMAT

CONTENT DISTRIBUTION

ANALYSIS& REPORTING


Audit & Strategy

WHAT WILL YOU GET?

• Comprehensive review of marketing and sales material, website, content, SEO, social media & systems activity

• Development of strategy with buyer personas, targeted messaging and editorial calendar

GATHER ALL MARKETING CONTENT

Collect print and electronic marketing

materials and in-depth interviews

with key personal, to understand sales process

MAP CONTENT TO BUYING PROCESS

Match marketing content to the

customers journey (Awareness,

Consideration, Preference,

Purchase and Retention)

CONTENTASSESSMENT

Assess marketing content by using factors such as usefulness, relevance, clarity, brand consistency, and engagement)

IDENTIFY CONTENT GAPS

Identify content gaps and plan key messaging for engagement to specific audience segments, strategy and buying process

STEP 1 STEP 2 STEP 3 STEP 4


Content Creation

GENERATE IDEAS FOR CONTENTTo list out topics and ideas for content creation. Our content team works with you to

create the content that will complement your sales strategy.

INTERNAL SOURCE OF INFORMATION

Create or re-energize existing content into visual attractive format (infographic, video and etc)

Create content via 3rd parties e.g

distributor, customers,

partners by using survey/ round table

discussion

EXTERNAL SOURCE OF

INFORMATION

WHAT WILL YOU GET?

• Canvassco serves as your supporting team to gather input for content development from internal & external organization

• We develop story on your behalf including key message and target keywords


Content Format

Typically 8 - 10 pages long or 2,800 - 3,500 words on issues that require a lot of explanation.

Typically 1 – 2 pages long, based on real-life event, customer testimonial with a story.

600 - 700 words of knowledge sharing including a blog cover

2-3 minutes video using customised design to fit with content.

12 – 40 pages in length, that presents complex info in a visually attractive, reader-friendly format.

300 - 500 words to regularly communicate with current and future customers

We offer both standard PowerPoint presentation or Prezi style. A standard format is 20 - 30 pages. The presentation can be designed to fit with your corporate color.

Visual data and information in a chart, graph or other form of illustration. A standard design is A4 deliver in digital format

600 - 700 words of informative article to address issues, trends, and topic of immediate interest to audience.

Layout & DesignTo produce your content into a simple and easy to understand that lead to increased understanding of the information

BLOGWHITEPAPER

VIDEO

ARTICLEINFOGRAPHIC

SLIDESHARE/PRESENTATION

eNewsletter

eBookCASE STUDY


Content DistributionWHAT WILL YOU GET?

• A comprehensive report on media channel and indication budget

• Canvassco serves as your supporting team to distribute content via online and social media platform

• We coordinate with external organization such as publishers, bloggers and influencers to distribute content

Owned Media Paid Media Social Media

• Paid search via online platform such as google adwords, Linkedin and facebook pay-per-click and etc

• Display ads online and offline (advertorial, magazine, brochures)

• Coordinate with website designer to distribute content via owned website, blog, download link in email footer

• Create mailing list by identifying potential target audience

• Distribute content via social media platform via twitter, linkedin, facebook and etc

• Identify relevant bloggers and online influencers to link content through their channel (this can be paid media)


Reporting & AnalysisWHAT WILL YOU GET?

• Monthly report on the performance of online content tracking, business leads and customer feedback

• Review and refine activities, adjustment on editorial calendar and content format as appropriate

BUSINESS LEADS

EMAILS TRAFFIC DOWNLOAD

GOOGLE ANALYTIC

TRENDS

RANK TRACKING

Identify metric to trace performance of distributed content, via online channel such as google analytic, google trend, website traffic, retweets, follows, comments, direct messages and etc


About Canvassco

B2B Marketing And Business Development Agency in Thailand

Understand Assess Accelerate


ABOUT CANVASSCO


WHO WE ARE

Canvassco started operations early 2013 as a market research and business consulting team spin-off from a large European MNC in Thailand

EXPERIENCED PROJECT MANAGERS+150 Completed Local & Regional Projects

BUSINESS ADVISORSOver 20 years business management experience in ASIA

PROJECT EXECUTION TEAM


WHAT WE DO

We support Local and Multinational Companies (MNCs) to enter, develop and accelerate their business activities in Thailand and Indonesia


WHY WE ARE HEREWith the ASEAN Economic Community (AEC) arriving in 2015, Canvassco noticed strong demand and a market void for attractive priced, transparent, and efficiently managed market research and business development projects by local experts.

The ASEAN Economic Community (AEC) market represents …

#1 A LARGE OPPORTUNITY #2 TECH SAVVY PEOPLE #3 HIGH SPEED & LOW COST

• ASEAN has a population of 629 million, accounts for around 4% of World GDP, and grows at 5-6 % pa

• The AEC will allow free movement of goods, services, investment, skilled labour, and freer flow of capital in 2015

• An online revolution is taking place in ASEAN countries - creating tech savvy consumers

★190.4 mio of Internet Users ★41.5 mio of Smartphone Users ★103 mio of Facebook Users ★4 mio of Linkedin Users

• The AEC will reduce many trade barriers and tariffs - resulting in improved ease of doing business

• The market will move faster and the costs will go down. Companies which are not competitive will have a hard time to survive


MARKET RESEARCH AND BUSINESS DEVELOPMENT SERVICES


MARKET RESEARCH SERVICES

• Business Idea Generation

• Business Model Generation

• Market Opportunity Assessment

• Market Feasibility Analysis

• Concept Test• Product and Market

Fit Test

• Customer Segmentation Analysis

• Distribution Channel Analysis

• Marketing Channel Analysis

• Go-To-Market Strategy

• Sales Acceleration

• Value Proposition Assessment

• Market Share and Competitor Analysis

• Pricing Strategy• Analysis of Unmet

Needs • Brand Positioning

Analysis• Market Expansion

Strategy

• Brand Loyalty• Customer

Satisfaction Study• Competitive

Positioning Analylsis• Market Barriers• Switching Factors• Product Features

and Unbundle Strategy

• Exit Strategy • Repositioning

Strategy (Re-Branding)

• Product Improvement Strategy

• Vertical & Horizontal Market Expansion Strategy

DEVELOPMENT

INTRODUCTION

GROWTH

MATURITY

DECLINE

Our comprehensive market research and business development services help you with your Sales and Marketing strategy throughout your product’s life cycle.


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WHAT WE OFFER | Sales Acceleration


CUSTOMISED PROJECTS

This is not a comprehensive list of all our offered services. If you need market research or business growth strategies not shown here please don't hesitate to contact us


PROJECT MANAGEMENT AND EXECUTION TEAM


OUR TEAM STRUCTURE

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Collaboration is at the very heart of our success. Our flat structure ensures that all team members are fully engaged in the process.


PORNPRAPUN SRIYOTHA | Project Manager

Pornprapun has over 7 years work experience helping foreign investors, foreign companies and Thai companies to understand the local markets. She has managed over 50 research and consulting projects, and lead teams to execute local and multi-countries engagements in South East Asia

EXPERIENCE

• Previously worked with Ipsos Business Consulting as Business Development Manager to identify new growth opportunities, and to evaluate and redefine strategies for stronger competitive positioning

• As the Business Analyst with Ipsos Business Consulting and with Synovate, she conducted projects throughout South East Asia covering market assessment, portfolio optimization and competitor intelligence

• Worked with DKSH Thailand as Business Development Executive to to accelerate supplier revenue growth in Thailand

SKILLS & EXPERTISE

• Telecommunications (growth strategy for global leading telecom leader)

• Health-related products (medical compression stocking, vitamin & dietary supplements, functional F&B and etc.)

• Industrial products (engine and generator set, steel, chemical products, wastewater treatment, lightning protection system, structured wiring system and etc.)

• Retail/FMCG (sport wear, roof tiles and etc.)• Agricultural machinery (market entry strategy) and

financing strategies (hire-purchase)• Building Materials (roof & wall materials, steel structure, insulation

products and etc)

• Bachelor Degree of Business Administration in International Business Management (First Class Honor) from University of the Thai Chamber of Commerce

• Blue Ocean Strategy Workshop (2013), Business Model Generation Workshop & Masterclass (2012), The Napkin Academy (2012)

EDUCATION & TRAINING


IRA SUSTRINI | Project Manager

Ira has over 10 years work experience in B2B Market Research helping foreign investors, foreign companies and local clients to understand the Indonesia market. She managed over 50 research and consulting projects, and lead teams to execute projects throughout Indonesia

EXPERIENCE

• Previously worked with Ipsos Business Consulting as the Consulting Manager leading the Indonesia Office. Ira also helps local clients understand the opportunities of the Indonesia market, and assists on market entry and development

• Ira manages the execution of consulting projects in Indonesia, and is an expert in market analysis and feasibility studies, market entry, competitive intelligence and partner searching studies

• Before joining Ipsos Business Consulting’s Indonesia office, she worked for 3 leading industrial research companies in Indonesia

SKILLS & EXPERTISE

• Agribusiness (animal feeds, animal vaccines market study)• Telecommunication (B2B market sizing, growth and segment

opportunity for corporate mobile phone market)• Health-related products (Vitamin & dietary supplements, functional

F&B and etc.)• Industrial products (engine and generator set, steel, chemical

products and etc.) • Retails/FMCG (sport wear, roof tiles and etc.)• Building Materials (roof & wall materials, steel structure, insulation

products and etc)

• Master Degree in Technology Management from University of New South Wales-Australia, and Bachelor of Science Degree in Mechanical Engineering from Trisakti University in Indonesia



NATTAMON CHOO-LERD | Business Development Manager

Nattamon has over 7 years work experience helping European investors and Japanese companies to implement their marketing plan in Thailand. She leads local teams to understand the client’s requirements and ensures that clients receives the necessary assistance for any business in Thailand

EXPERIENCE

• Previously worked with Blue Business Solution as Marketing Advisor. Nattamon helped clients to implement marketing activities such as:

• Communicate with target customers, and manage customer relationships

• Manage production of marketing materials - including leaflets, posters, flyers, newsletters, e-newsletters and DVDs

• Organize and attend events such as conferences, seminars, receptions and exhibition

• Before joining Blue Business Solutions, she worked in the Corporate Strategy Department of Tripecth Isuzu Sales

SKILLS & EXPERTISE

• Automotive (Implemented marketing campaigns and activities for lubricant oil which help increased sales by 100%)

• Food & Beverage (organized Norwegian Seafood Council Seminar - cooking demonstration and market study for seafood market in Thailand)

• Air Transportation (Organized marketing activities for Norwegian Air Shuttle)

• Master Degree in Marketing (MIM) and Bachelor of Arts Degree in Economics from Thammasat University • AFS Exchange Student, Minnesota, USA



OUR BUSINESS PARTNERS

• Blue Business Solutions is the business advisory services for companies establishing themselves in Thailand and Myanmar

• The company works as the Norwegian government's trade representative office in Thailand. In close cooperation with the Royal Norwegian Embassy, Blue Business Solutions assists Norwegian companies with services ranging from market research through market entry and finally market expansion in Thailand and Myanmar

• MOCAP provides Business Process Outsourcing Services, Call Center Outsourcing, Market Research Services (via telephone interviews), and Digital Marketing in Thailand

• With over 500 staff, MOCAP is one of the leading BPO centers in Thailand• Canvassco works with MOCAP for large scale data collection via telephone interviews

• Sinthopmanomai Marketing provides fieldwork services for many leading market research companies in Thailand

• They have over 20 staff working on the ground in Thailand to collect primary information. The company is specialized in consumer research data collection

• Canvassco works with Sinthopmanomai Marketing on data collection and consumer interviews for quantitative research on large scale B2C projects


PAST EXPERIENCE AND SAMPLE REPORTS


SELECTED PAST EXPERIENCE

• Agricultural Machinery: Market potential analysis and value proposition test for the German combined harvesting machine

• Animal Feeds and Vaccines: Segment and market prioritization, customer behavior analysis for the American Organization/Company

• Building Materials: Market potential analysis for insulation materials. The client is the French company who is going to acquire local company

• Steel: Market profiling and overview for structural steel market. The scope covered cold-rolled steel, fabricated steel, metal sheet and etc

• Partner Search: Market analysis and shortlisting top 5 most potential local distributor for medical stocking from Switzerland

• Surgical disposable drape: Market profiling to help Japanese company understand market opportunity in Thailand. The scope include pricing study and competitor profiling

• Concept Test: The client has a concept for brand new lifestyle community mall and would like to test whether the idea is viable for the local customers

• Retail Market Landscape: Shortlisted the most potential location for brand new retail shop for lifestyle and sportswear, the project scope also profiling customers

AGRICULTURE CONSTRUCTION HEALTHCARE RETAIL


SELECTED PAST EXPERIENCE

• SMT Soldering Machine: Market potential analysis, price collection and competitor profiling. The scope includes market share and trend analysis. This project conducted for the SMT soldering machine maker from Switzerland

• Wastewater Treatment Equipment: Concept test and market analysis for European company

• Telecommunication Network for Corporate Market: Study for usage and behavior of landline, mobile and internet services among B2B customers. The study is used to formulate growth strategy for the French telecom Company

• SMEs Financial Services: Understand usage and behavior of the SMEs sector on financial products and services they used as well as their selection criteria

• Islamic Banking: Market profiling to help a global company to understand Islamic banking market structure as well as market drivers and barriers

• Receptiveness toward ASEAN Economic Cooperation: The study conducted to understand people and business perception and impact on AEC. The study was used to help formulate communication strategy

•

INDUSTRIAL EQUIPMENT TELECOMMUNICATION FINANCIAL SOCIAL RESEARCH


CASE STUDY | MEDICAL DEVICE MARKET STUDY

ABOUT THE PROJECT

The client has set up a medical device factory in Thailand mainly for export, and is currently working on a plan to sell the same products in the domestic market. Canvassco conducted in-depth interviews with 10 leading Private and Public Hospitals to understand their purchasing behavior. The information was used to estimate the market size and do a competitor profiling.

DELIVERABLES

★Market size & growth (next 5 years)★ Industry trends★Competitor profiling ★Pricing★Market share★Sales & marketing practices★One business lead (ad-hoc)★Market size & growth calculation in Excel

Industry sector: Medical DevicesProject completion: 5 weeks


CASE STUDY | AGRICULTURAL MACHINERY

ABOUT THE PROJECT

The client is a large European agriculture equipment supplier wanting to enter the Thai market. There were two phases of the project. Phase 1 used desk research information and in-depth interviews with agricultural machinery dealers to generate a market report. Phase 2 was to test the client’s machine - their value proposition - in the field and obtain feedback from potential customers. This project helped the client identify and modify key features to be successful in the Thai market.

DELIVERABLES

★Market size & growth (next 5 years)★ Industry trends★Competitor profiling ★Pricing★Market share★Value proposition and concept test★Competitive assessment★Buying criteria assessment

Industry sector: Agricultural MachinesProject completion: 16 weeks


contact us.Canvassco (Thailand)Mahatun Plaza, 14th Floor, 888/143, Ploenchit Road, Bangkok 10330, Thailand

Phone : +662 627 3081- 4 Fax : +662 627 3042

Email : [email protected]: www.canvassco.com


mailto:[email protected]

mailto:[email protected]

http://www.canvassco.com

http://www.canvassco.com

Date post:	08-May-2015
Category:	Marketing
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