We were the only global marketing effectiveness consultancy that joined a delegation from Promote UK and the Advertising Association at the Shanghai International Advertising Festival (SHIAF) on March 4-8.
Manjiry Tamhane, our Global CEO, spoke at a VIP client dinner on March 6th hosted by the UK Department for International Trade (DIT) in cooperation with the following organisations:
The key takeaway's from Manjiry's talk were as follows:
The ‘Growth Creation Zone’ lies where the two overlap.
Company Values: Are you branded, or brand led? The difference matters; answer the question ‘why should my customers care?’; And make sure you are differentiating yourself in the market.
Market Needs: Find out what your customer really wants; and look into the future. it's also vital to have clarity on how decisions made today impact what happens tomorrow.
Growth Creation Zone: Be specific, ensure that you craft the right message for the right audience in the right context. Sell the story not the product to make an emotional connection; and look at benefits not features, placing a spotlight on the customer not your company.
One of the highlights of the dinner was a panel discussion titled ‘21st Century Brand Building in Western Markets: 10 Golden Rules’
This event was part of the Foreign & Commonwealth Office's overall trade mission to China to strengthen trade relations between the two countries.To find out more about the Promote UK initiative, Export Month. visit the following websites: IPA, The Drum, Advertising Association, Department of International Trade