On September 20, 2012, Pacharee Pantoomano and Kittima Sethi the directors of Brand Now presented DIY Marketing and PR to a group at the Foreign Correspondent Club of Thailand. The session presented case studies showcasing different tools and tactics employed in marketing and PR. No copyright infringement intended in presenting the case studies. For more information, visit brandnow.asia.

1. Do It Yourself
(DIY) Marketing:
Tools and Tactics
On September 20, 2012, Pacharee Pantoomano and Kittima Sethi the directors of
Brand Now presented DIY Marketing and PR to a group at the Foreign Correspondent
Club of Thailand. The session presented case studies showcasing different tools and
tactics employed in marketing and PR. No copyright infringement intended in
presenting the case studies. For more information, visit brandnow.asia.
By Pacharee Pantoomano

2. ON TARGET
What’s Marketing

3. ON TARGET The 4 Ps of Marketing
Marketing Mix
Product
Place Price
Promotion

4. ON TARGET
MARKETING TOOLS
o Business planning
o Marketing planning

5. ON TARGET Business Plan & Objective
Category Definitions/Samples
Offering to customers Goods and services, product mix, depth & width of
a product line
Price Strategy Premium Pricing, Penetration Pricing, Economy
Pricing, Price Skimming
Distribution Online, outlets, value added resellers, system
integrator, agents, MLM
Sales Strategy direct or indirect
Service Strategy Money back guaranteed, open 24 hours, warranty,
door to door, other convenience i.e. loaner cars
Target Market Demographic and psychographic
Positioning Statement •BMW: The ultimate driving machine
•Avis: We are only Number 2, but we try harder
Investment and annual •TBD
financial goal

6. ON TARGET Example Marketing Plan
Category Strategy
My reason for existence: To provide pet owners within the city of McLean a safe
and fun place for their pets.
What sets my business apart from the rest: An indoor/outdoor pet park and training, plus pick-up and
drop off
My ideal customer is: McLean professionals working in the 10 km radius
What’s most important to my ideal 1. Pet safety
customer when they are buying what I’m 2. Fun in any weather for pets
selling: 3. Fitness
What’s my goal this year: • Hire 2 full time dog trainer + 2 freelance trainers
• Recruit customers: 1xx customers
The top 3 things that are going to get me 1. Direct mail in the neighborhood
there: 2. Posters and flyers in office parks
3. Open house events and give out free trial vouchers
Program contribution to 1. Mail – 25%
revenue/profitability: 2. Drop offs – 50%
3. Open House – 25%
What will trigger my ideal customer to Being stuck at work and pet needs to be let out
think of me:
Programs I am running to reach my target Car wraps, radio advertising and flyers at office buildings
nearby
How much money will I need to get it $50,000
done?

7. ON TARGET
MARKETING TACTICS
o Halo effect
o Customer Experience
o Word of mouth

8. ON TARGET Why the Halo Effect?
Partner with a
stronger brand name
has it rewards
Boost brand
recognition
Cross pollination of
database – lead
generation
Sample DM pack

9. ON TARGET
MARKETING TACTICS
o Customer Experience

10. ON TARGET

11. ON TARGET
Examples of Customer Experience
2011 Winner of the Effie Award
P&G Old Spice brand
was playful and
lighthearted
• 186 youtube
responses to fans
and celebrities
• Response
campaign one of
the most talked
about online

12. Brand Now! DTAC Customer Experience

13. ON TARGET
MARKETING TACTICS
o Word of Mouth

14. ON TARGET Why is WOM Important
Today's market
Plethora of choices
Seeking differentiation
WOM comes with credibility
WOM & viral Effect
Verbal
Written
Click & share
WOM effect on a brand
Create a tribe
Tribal leaders – KOL –
influence
Generate leads, repeated
business, and loyalty

15. Brand Now! • In 2009, disgruntled Virgin
Atlantic passenger Oliver Beale
wrote a letter to Branson
• Complained about the food and
entertainment on Virgin
• The letter went viral and got
picked-up by the media
• According to reports, Sir Richard
Branson telephoned the author
of the letter and had apologize
and thanked him for his
"constructive if tongue-in-cheek"
email. (Which rather makes one
wonder if the circulation of this
email of complaint around the
world is actually another
cunning ruse from Virgin's
masterful media team.)

16. ON TARGET Ga Ga for Gangnam Style
Psy Gangnam Style has gone viral
and global
Gangnam has been described as…
• Quirky
• Classy
• Cheesy
• Fun
• Cool
• Entertaining
Original Gangnam Style music video
Jay Leno Show – Mitt Romney parody
Britney Spear learns Gangnam Style
Today show – featuring Psy
Gangnam style – VMA

17. Brand Now!

18. ON TARGET Tactics to Start
Building Your Brand Today
• Use your e-mail • Create an online
signature (logo & presences for your
slogan). Avoid free company in FB and
email acct for business Linkedin plus a website
• Get and use customer • Get a vanity (and
testimonial in your memorable) business
marketing material and phone number
website • Get out in your target
• Wearable marketing market community to
(shirts, hats, bags, promote your
mugs) giveaway products/services

19. ON TARGET
Summary
Business and marketing
planning
Stand on the shoulder of
giants, create a co-
promotional program
today
Customer experience
creates a perception
about your brand
WOM – creates lead
generation and loyalty

20. ON TARGET