Better to make Not To-Do List than To-Do List

<Personal Brand Column> Better to make Not To-Do List than To-Do List

Author of 'Good to Great', Jim Collins, said, "Made as much use of stop-doing lists as to-do lists. They displayed a remarkable discipline to unplug all sorts of extraneous junk."

As smartphone and other super new tech-devices have shown up, our brain spend huge amount of energy and time to keep coming new information in/out until going on the bed.

Probably symphathize.. Over 50% of people do as the first thing in office when they arrive in the early morning is spending time to watching internet news or other works unrelated to your office work. Things mostly happen unconsciously. In other words, it is a habit.

Then, what people should do to quit unproductive work and behavior? As Charles Duhigg, author of 'the Power of Habit', once said, "Consciously, people should imprint their unproductive works not to"

Please try to write down Not-To Do list, and then put it on your desk wall or somewhere you can see very well. Next thing to do is watch the list everyday consciously in every morning time. That's how it works.

For the last, here are the 3 tips for how to make Not-To Do List. (What contents should be in)
1. Energy : Is that make you active or not?
2. Time : Is it seem valuable to invest your time?
3. Strengths : Is it make your strength more sharp?

What is an ART MARKETING? Introduction and Implication of Coporate Art Marketing

What is an ART MARKETING? Introduction and Implication of Coporate Art Marketing

  ★ ART MARKETING ★
Connecting various artistic sources to management, it is an activity to increase practical value such as cutomer, reputation and so on. In addition, art marketing is to make use of differentiated marketing strategy through intrinsic art value such as 'Aura', 'Resonance' and 'Exalt' as catalyst.

  ■ Five Different Types of an Art Marketing
1. Area of product planning : Enhance brand dignity by adding artistic and esthetic elements to products. In other words, enhance brand image through joint designing a product with an artist or assimilating with product and exisitng art work.

2. Area of place marketing : Enable to direct cultural experience space with an art theme. Create and direct complex artistic space where people can experience esthetic values, not just a store selling products.

3. Area of external cutomer management : Induce passionate participation of Art+Consumer(Artsumer). It is enable to satisfy cutomers' creative desire by operating 'Interactive Art Program' in digital environment and utilize high esthetic sense of cutomers into new product develpment or customized product design.

4. Area of internal customer managemet : Give creativity and innovation motive to members of a team through an art. Through joint program with artists, increase employees' communication skills and creativity and in further help to find solution for problem and limitation of a company inside.

5. Area of repuation marketing : Enable to enhance corporate image through art sponsor. Give opportunity to share artistic values for the people living in culturaly isolated area.

  ■ Background of Surfacing Art Marketing
1. Rise of creative management
2. Aesthetic of consuming
3. Combination of technology and art

  ■ 3 Points of View in Marketing Point of View
1. Aura - Secret communion between art work and audience
2. Resonance - Audiences facing with art works are enable to be look back themselves and awake new inspiration and creative desire.
3. Exalt - Art work made by great effort and agony calls humanity and the aesthetic consciousness as an exalt.

  ■ Types and Successful Cases of Art Marketing
- Apply 'Aura' at product planning and place marketing, 'Resonance' at 'External and Internal Customer Management', and 'Exalt' at 'Reputation Marketing'.

1. Product Planning
- Fusion work between product and an art: Jean Paul Gartier desgined the the water bottle of Evian thereby enhanced product value.
- Louis Vuitton could make brand innovation through collaboration with artists and designers. Increased repurchase rate through collaboration with the world most famous artists, and also added modern design value to existed design eventually could create new brand value with lowering targets' ages.

(Louis Vuitton collaboration with Stephen Sprouse)

2. Place Marketing
- Interior of store or design with artists
- Through enhancing communication point of customers by art gallery, concert hall and brand museum, exchange emotions widely.

3. External Customer Management
- Applying cutomers' creative design in product develpment, cutomizing cutomers' preferences through participating product development.
(ex. Heineken - let customers to remix the music they love)

4. Internal Customer Management
- Pixar built Pixar University for employees' creativity.
- Opened workshop with artists and their associations.

5. Reputatino Marketing
- Exhibit hotel as art work
- Operate concert house for local citizens and various art sponsor business
- Host music and art award driven by the company name


   ★ Implications ★
1. In order to earn the title of 'Artistic Company', company should show continual interests toward art marketing and should propel art marketing with consistency.

2. Through discovering unique product and artist, try to find opportunity to execute differentiated art marketing.

3. Use artistically talented people in management with a timely manner.

Our Client Introduction: CotDe Inc.

Our Client Introduction: CotDe Inc.

Today, I would like to introduce our client, CotDe INc. one of the finest Korean cosmetics manufaturer and distributor.

I assume many of people living in Asia already might heard of the brand 'Ciracle', launched in Singapore, Japan, China, Thailand, Malaysia, Russia and so on...

CotDe is now handling their own four brands which are Ciracle, Zymogen, Skin Vegetarian and O'Sum.

Ciracle: Natural Ingredients Cosmetics for Women



Zymogen: Fermentation & Enzyme Cosmetics

Skin Vegetarian: Skin-Vegetarian Cosmetics

O'Sum: Organic Cosmetics

Each of the brands has their own characteristics so the brands all have different types of customers!
(from young to old & men to women)

The reason why people love the CotDe a lot is that they are ecofriendly company in Korea. Even their vision of the company is to being a 'Ecofriendly Sustainable Corporation'.

They have their own factories so that they can manufacture the products everyday on time.
#1 Factory is located in Jiksan, Cheon-An.
#2 Factory is located in Sushin, Cheon-An.
#3 Factory is located in Jeju Island.

President and CEO of CotDe Inc, Dong Il Jang, was a senior researcher at Amore Pacific, the biggest cosmetics company in Korea. Through the excellent R&D experiences from his past career, he could build up CotDe Inc.

These are the core competitive edges of CotDe introduced by the CEO.
1. Fulfilling effects through bio conversion by fermentation and enzyme
 - Stabilizing enzyme / functional product using enzyme
 - Developing and Forming Materials of Fermentation

2. Fulfilling effects of cosmetics based on skills of extracting natural-substance analyzation
 - Analyzing natural activated ingredients / Skill of extracting
 - Skill of transforming natural ingredients through fermentation

3. Stabilization of phytochemicals & vitamins
 - Secure various methods of stabilizing vitamins / commercialize

4. Developing materials of organic cosmetics & skill of stabilizing formula
 - Develop various types of organic materials
 - Secure formula and fulfill commercialization throguh formualtion organic cosmetics

5. R&D / QC (quality control)
 - Hired R&D staffs beyond masters degress over 50% of entire staffs
 - Outstanding abilities of analysis and problem solving
 - More than 15 patents issued


As a brief introduction has shown above, CotDe is now aiming to be a global cosmetics company based on their competitiveness. As the first step to become a global company, our hot issue is now about launching brand 'Zymogen' in Singapore. From the tests from many bloggers and testers of Singapore people, effects of the Zymogen products have already proved. Therefore, our only wish is a lot of Zymogen lovers to join our community. (www.facebook.com/zymogenkorea)

Also you can earn more information about Zymogen by English web-page. (www.zymogen.asia)

Later on, we will talk more about the brand, Zymogen and its product lines.

Bye Bye!


Attaching more pictures of CotDe Inc.

 

[Marketing/SNS] Principles of Executing Digital Marketing

[Marketing/SNS] Principles of Executing Digital Marketing

<Prinicples of Executing Digital Marketing>

For successful social media campaign, I would like to recommend implementing next 7 steps of the principles.

[1st Step] Monitoring conversation in SNS
▶ Through a careful monitoring conversation in SNS among customers, coporate brands and other communications related to the corporate, companies can earn valuable information for business management.

[2nd Step] Check out who can spread out our own company's message
▶ Company is good to create pool of influencers who can really influence corporates' brands. Must find alternatives to utilize influencers who can create and spread out accurate and true messages.

[3rd Step] Figure out chracteristics of influencers
▶ Must know their characteristics so company can use them in a timely manner.

[4th Step] Distinguish influencers by marketing campaign category
▶ It is very important to distinguish them because they spread out the company's message passionately when there are products or services that the influncers love the most.

[5th Step] Recruit influencers who can talk company's service or product on social media platform instead of the company
▶ Their activities do not only expand marketing campaign but also they bring positive images of the comapany.

[6th Step] Give proper compensation to influencers for expanding positive WOM of the product or service
▶ With more incentives, influencers will work passionately more than ever.

[7th Step] When social media campaign has worked effectively, please do not forget to evaluate and compensate for the activities.
▶ Evaluating and compensating social media campaign is an essential step for moving to next stage with utilizing social media.

Story Marketing (Importance & Examples)

Story Marketing (Importance & Examples)

★Story Marketing★
Creating an interesting story with a plot from difficult and complex story. In other words, a skill imprinting products to customers through a story.

(Here are some good examples)
1) Marquis who used to live in Evian drank water in the village, and then one was completely cured from kidney stone.

2) Through a  return two tire wheels by an old man, Nordstrom department store earned the fame of "the best customer service serve".

3) City of Verona in Italy became one of the most famous cities in the world because of a noble 'Romeo and Juliet' by William Shakespeare.

A great leader also needs his own message(story) in order to prove his greatness. The message(story) must not be a fiction but the real experience which can make people to sympathize.

As shown above, story marketing became a madatory element in a marketing category.

Then, how can we practice writing a story telling marketing?
1) Simplify the structure of a writing into message and story.
2) Write an arguement first, then next think about story which can support the arguement.

[Consulting Column] #4 What is Global Marketing (Digital Marketing)? [3rd Part]

[Consulting Column] #4 What is Global Marketing (Digital Marketing)? [3rd Part]

Wow, I seem like I am writing 3rd part of this column already!!

As I mentioned on 2nd part, we will more talk about 'Marketing Strategy' on 3rd part.

After achieving brand concept/essence, we should try to spread out our brand concept/essence to our customers as much as we can.

Unlike domestic marketing, 90% of marketing activies are excuting on online channels unless you gave full authority to the foreign/global marketing agency.

Certainly, if you spend alot, really alot of money, you can have a meeting with the agency at a targeting country and can plan and execute the plans with them.

Being honest, if you are not a native, even if you are a native, executing offline marketing plans such as TV, Radio, DM and other various promotions seems like running into a fire. In addition, think about the money you spent.

Birth of SNS tools recently created not only new culture of the business industry but also created the new internet paradigm. What people have done in the offline channels are slowly moving to an online channels. In other words, not planned offline marketing promotions can be just instant activities.

In my point of view, offline marketing activities must be excuted after periods of excuting online marketing activities because people at first need to know our what our brand concept/essence are. WOM(Words of Mouth) at this point is being the most important activity in order to let the people know our brand concept/essence. If you practically recognize effects of WOM, then it's time to execute offline activities, it will lead to a synergy effect.

Then next, step by step, let's talk more about what types of the online marketing activities are existing.

1. What are the strategies that consists online marketing?
-> As you can see the image above, there are many types of strategies. Seems a bit complex? Here are the shortcuts.

- SEO (Search Engine Optimization)

- BLOG

- E-MAIL

- SOCIAL MEDIA TOOLS (Ex. Facebook, Twitter, Google+, LinkedIn and Pinterest so on...)

- WEB (Homepage Marketing)

※ As a matter of fact, many of people already know the tools or ways of executing online marketing such as blogging, e-mailing and  social media marketing; contents of the tools for satisfying cutomers' needs and wants are more important, not much important knowing what the tools are.

2. Then, how should we create 'Good' contents in order to satisfy cutomers' needs/wants?
-> Various ways. But, everytime brand concept must be contained. Without brand concept, it's just like a coke without a bubble. Consumers won't remember.. Meaning of a marketing is a promoting sales activity for increasing revenue but we shouldn't miss marketing also has a meaning of a way to hammer the brand home for consumers. Just for a moment, within ten seconds, what are the brands that you spontaneously think of? Coca Cola? Apple? Might be global brands I assume. Because of their steady and good marketing activities, it's very hard to not remembering the brands! What I want to say is that we can also learn a lot from our daily life since we are facing numerous brands' advertisements and marketing promotions everyday.

Back to main point, I would like to introduce few good ways to make good contents.

- Story Marketing : Based on brand concept, make a story that can be remembered on consumers' minds for a long time or refine a real story for consumers.

- Emotion Marketing : Let's imagine that you are haning out with your friend in a bar. You have 50 dollars in your wallet. If you spend that money, you can't have a breakfast and lunch tomorrow. But, there is a beauty getting nearer to you and say "It's my birthday, please be my friend". What would you dealing with this situation? :)

- Empathy Marketing: Have you ever been to the hopital where the people have to wait at least 1~2 hours? I think difference between busy hospital and quiet hospital comes from doctor's empathy ability. They are not only prefessional on their jobs but also have empathetic attitude toward patients, so they make patients reducing their worries. This is an example of empathy marketing.

- Entertainment Marketing : I love this moment because there is perfect example to describe what the entertainment marketing is. Have you watched the music video of Psy, Korean pop artist? Why did you like it?

As you've seen through, there are various ways to create good contents. Based on my experience, I would like to pick up 'Creativity' is the most important ability to creat good contents; anybody can challenge!

3. How can we measure the marketing outcome?
-> Various ways depending on which tools you use. Since facebook became one of the most famous online marketing tool, here I attach the image which shows KPI (Key Performance Index) of FB.

 

 

4. For the last, What are the most important factors to succeed the online marketing?

-> Without a doubt, it's a continuity of executing online marketing. Without a pateince, no one will have an opportunity to see what your brand is. Next, as I mentioned above, it is a creativity. People should remember your brand in the world where the numerous advertisements and informations are flood.

 



[Consulting Column] #3 What is Global Marketing (Digital Marketing)? [2nd Part]

[Consulting Column] #3 What is Global Marketing (Digital Marketing)? [2nd Part]

Continue from 1st part, we will keep more talk about the topic 'What is global marketing?'.

We talked about importance of researching in the 1st part as a preparing stage of whole global marketing plan.

Then, what has to be a next step after researching?

As a lot of you guys might know, we need to set up our marketing strategy plan that we call generally 'Proposal'.

Then, what and which contents should be included in marketing plan?

 

Here is a sample image of contents page.

 

The first thing we should do is setting up 'Our Mission' which seems to be like the image below.

(In other words, figuring out and stating our goal and objective, it must be very clear and simple)

 

 

Then next, we must consider about positioning of our brand (product or service).

 

In order to draw a brand analysis map, our own guideline must be set up at first.

(ex. Trendy <-> Technology, Premium<-> Public)

 

Then, we have to insert our brand into a analysis map that must be in differntiated position in compare to other brands and also must be honest and understandable enough for persuading our target customers, talking about concept such as high quality, clean, cosmeceutical and vegetation written in below image.

 

*If you think that you seem unable to draw a brand analysis map, honestly saying, you have to going back to researching stage again for finding your own brand spot which means differentiated position*

Next job is to analyze our target customer after setting up the brand analysis map.

For example, how they spend their 24hours of a day, what lifestyles do they have and what are their interest parts? Such these kinds of questions can be helpful for finding your appropriate answers.

Then after analyzing target customer, we should decide what is going to be our core message. (generally called as core brand concept or brand essence)
ex) Coca Cola = "Happiness", Skin Food = "Eatable Cosmetics"

As a matter of fact, deciding crucial brand concept is an extremely difficult activity..

I can assure that the research you have done was all for the deciding core brand concept, with a little bit a exaggeration.

Simply, it is just an indirect saying of importance of brand concept.

For further understanding, let's think about Coca Cola. Which vocabs are coming up in your mind? Happiness or Enjoy? Right?

Coca Cola has been retaining that concept for more than a hundred of years, and for retaining they have invested huge amount of money and time.

Once the brand concept is set up in cutomers' mind, it is extremely difficult to be changed again or even just retaining.

Here is one tip for how to find core brand concept quite easily.
"Experience the product or service, then try to express your feeling from your exeprience"
(Surely, it must be correlated with foreign nation's culture and emotion)

Then what should we do next?

Here come a real war!

We got to build up specific marketing strategy plans in order to let people know our core brand concept/essence that we just made!

Think about the global brands that you know most or love and what they have done to you directly or indirectly such as promotions or advertisement. Will make your eyes open about what the global marketing is.

I will see you next time with marketing strategy plans part!

April 11th, 2013
BK Park