Following its first conference last January, Primer International Management Limited once again held its Autumn Winter ’19 conference for the year under the theme “Touchpoint: Synergy in Execution” last March 20 to 21, 2019 at the Marriott Grand Ballroom, Resorts Drive, Manila.
For this conference, Mark Chim, Managing Director of Primer International Management Limited (PIML), emphasized on the direction of e-commerce in the company. During his welcome speech, Chim shared the story of how Arriva, Primer Group’s e-commerce arm, came about; stressing that it’s a new learning for everyone and the birth of a new beginning.
Since Primer Group has ventured into e-commerce, the company was able to gain bigger market share, through the success of 11.11 and 12.12 campaigns. Jansport and FitFlop, two of Arriva’s pilot brands, are Lazada’s #5 and #1 brand respectively for 11.11 and 12.12 campaigns in Southeast Asia.
Aside from various marketing executions, creativity is also key. Consumers’ attention span is very short, thus, the site should look appealing to its target market. Product shots, copies, site layout and graphics are very vital in making sure that we capture consumers’ attention. Response time is also critical. What’s more important is O2O: online to offline integration. This means that brands should be able to translate online initatives to stores, to ensure consistency.
Although there are still lots to learn, Chim is confident that we are on the right track and things could only get more exciting in the coming days.
SYNERGY IN EXECUTION CASE STUDY: AIR ASIA
Primer Group President and Chief Executive Officer Jimmy Thai and Vice President for Philippine Retail and Brand Management Paul Sy, with Air Asia Philippines Commercial Director Gilbert Simpao
Air Asia Philippines Commercial Director Gilbert Simpao, the conference’s guest speaker, shared how Air Asia is able to execute campaigns well through their synergy.
- Everything starts with human insight. Ask customers and talk to them to be able to gather the data needed.
- Be consistent in communication. Air Asia rolled out a main video to promote their brand and to address their communication needs. To be able to reach more audience, they came up with different treatments but used the same message based on the same insight.
- Everyone must act as one. All employees must work together to be able to achieve a common goal. No body gets left out.
- Improve guest experience through digital innovation.
- Be driven by a common purpose.
Watch out for the next leg of the PIML Regional Conference this year.