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jodric_bankpov_2014

Thanh H但n
Thanh H但n
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NHN NH畉N V畛 MARKETING NGNH NGN HNG NM 2014 the point of view on banks marketing in 2014
Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 20142 www.Jodric.com Always remember that you are absolutely unique. Just like everyone else. H達y nh畛 r畉ng ta l duy nh畉t, c滴ng nh動 t畉t th畉y m畛i ng動畛i. Margaret Mead
The point of view on banks marketing in 2014Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 2014 息 20022015, Jodric LLP. 54 www.Jodric.com T畉I SAO? why? T畉I SAO KHNG? why not? Khi n坦i 畉n c叩c gi叩 tr畛 c畛t l探i, g畉n nh動 c叩c ng但n hng s畉 nh畉c 畉n Ni畛m tin. Nh動ng x但y d畛ng ni畛m tin 嘆i h畛i m畛t qu叩 tr狸nh l但u di th担ng qua hnh 畛ng c畛 th畛 ch畛 kh担ng b畉ng nh畛ng c但u kh畉u hi畛u tr棚n m畉t b叩o. C但y b炭t ch畛 l m畛t v鱈 d畛 畛 ch畛 ra c叩i kh坦 nh畉t trong m畛t qu叩 tr狸nh l但u di x但y d畛ng th動董ng hi畛u l畉i n畉m 畛 c叩c chi ti畉t nh畛 nh畉t m ch炭ng ta 畛i di畛n h畉ng ngy. V狸 h畉ng ngy n棚n quen. Quen th狸 th畉y b狸nh th動畛ng. B狸nh th動畛ng r畛i s畉 tr畛 thnh 動董ng nhi棚n. 畉n 但y th狸 r畉t kh坦 thay 畛i 畛 lm t畛t h董n v狸 ch炭ng ta qu棚n i c但u h畛i c董 b畉n: lm sao lm vi畛c ny t畛t h董n?, v狸 lm nh動 c叩ch hi畛n t畉i c坦 v畉 達 炭ng r畛i. Facebook c畛a m畛t kh叩ch hng Ng但n hng l炭c no c滴ng l tin t動畛ng & uy t鱈n, v畉y m d竪 d畉t 畉n 畛 c但y b炭t c滴ng s畛 m畉t v畛i kh叩ch hng. Banks have been always saying about credibility & trustworthy, but afraid of loosing a pen to clients! Well done is better than well said. H達y lm t畛t, h董n l ch畛 n坦i hay. Benjamin Franklin Credibility is the most common core values among all the banks. However credibility isnt built by the campaign headlines. Its a time consuming process & requires consistent effort from the whole company, not just the marketing department. The pen is an example to illustrate one of the most critical steps in a longterm branding process is to identify & improve those tiny details of daily activities. Because its daily, it looks familiar. Familiar also means normal. From normal, soon it will become a standard. Up to this point, change for improvement seems impossible. Over the time, we dropped the fundamental question for changing how to make it better? because what weve been doing seem to be right already. a clients Facebook post
The point of view on banks marketing in 2014Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 2014 息 20022015, Jodric LLP. 76 www.Jodric.com CHNG TA 畉U T働 R畉T NHI畛U 畛 NI V畛 NH畛NG I畛U KHNG C G 畉C BI畛T C畉. Ch炭ng t担i th畉u hi畛u kh坦 khn c畛a t畛ng doanh nghi畛p. S畉n ph畉m vay c畛a ch炭ng t担i dnh cho doanh nghi畛p c滴ng y 炭c nh動 c叩c ng但n hng kh叩c. Th担ng th動畛ng, ch炭ng ta s畛 d畛ng m担 h狸nh b棚n tr叩i 畛 x叩c 畛nh gi叩 tr畛 c畛a s畉n ph畉m 畛i v畛i kh叩ch hng. T畛 坦 x但y d畛ng th担ng i畛p m ch炭ng ta ngh挑 r畉ng kh叩ch hng s畉 quan t但m. Nh動ng 担i khi, v狸 thi畉u s畛 k畉t h畛p gi畛a c叩c ph嘆ng ban, t畛 marketing, s畉n ph畉m, kh叩ch hng, v.v. d畉n 畉n m畛t th担ng i畛p nghe r畉t 畉n t動畛ng nh動ng l畉i k辿m kh畉 thi ho畉c kh担ng th畛 叩p 畛ng hon ton nh畛ng g狸 cam k畉t. 畛 th畉t s畛 t畉o 動畛c s畛 kh叩c bi畛t & tng kh畉 nng c畉nh tranh, ch炭ng ta c畉n x叩c 畛nh i畛m m畉nh kh担ng ch畛 c畛a s畉n ph畉m m l t畉t c畉 nh畛ng ho畉t 畛ng kh叩c gi炭p th畛c hi畛n nh畛ng i畛u 達 cam k畉t. we had invested too much to talk about not so special things. The illustration on the left is a standard practice when we need to identify the products key value propositions, when product features answer consumers needs. It helps to establish the foundation which we can develop a message that we assume our target group might find interesting. Nonetheless, banks products involve many parties to fully deliver. Oversimplified the constraints leads to over promised product. A very impressive message could be an operational nightmare due to the lack of coordination between all departments. To increase products competitive advantages through unique proposition values, you should cover not only the product, but the whole operation process which helps to deliver your commitments. We deeply understand your business problem. Said. Our business loan pakages are similar to other banks. Done. Consumers needs Consumers needs Competitive advantages Product features Product features
The point of view on banks marketing in 2014Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 2014 息 20022015, Jodric LLP. 98 www.Jodric.com NGN HNG NO? N畉u ch炭ng ta nh畉n ra m畛t th動董ng hi畛u no 坦 khi nh狸n c叩c poster 畛 tr棚n, 坦 l do s畛 k畉t h畛p c畛a mu s畉c v ho畉 ti畉t c董 b畉n c畛a th動董ng hi畛u. Xo叩 logo i l m畛t c叩ch 董n gi畉n 畛 ki畛m tra m畛c 畛 m kh叩ch hng c坦 th畛 nh畉n ra m畛t th動董ng hi畛u. T動董ng t畛 nh動 khi h畛 nh狸n l動畛t qua m畉t b叩o trong 2 hay 3 gi但y. HTND c畉n c坦 s畛 c但n b畉ng gi畛a 畉c i畛m ri棚ng c畛a th動董ng hi畛u (l s畛 k畉t h畛p c畛a t畉t c畉 c叩c y畉u t畛 h狸nh 畉nh, mu s畉c, ng担n t畛, v.v.) v s畛 tu畛 bi畉n 畛 畛ng d畛ng 動畛c linh ho畉t. R畉t nhi畛u HTND ang t畉p trung qu叩 m畛c vo t鱈nh h畛 th畛ng m thi畉u hon ton kh畉 nng 畛ng d畛ng khi tri畛n khai chi ti畉t. 畉c bi畛t r畉t kh坦 khi i vo s畉n xu畉t tr棚n c叩c v畉t li畛u kh叩c nhau. Ngoi ra vi畛c 叩p d畛ng r畉p khu担n c叩c quy 畛nh qu叩 c畛ng nh畉c theo h畛 th畛ng l畉i t畉o ra c叩c thi畉t k畉 r畛i r畉m d湛 tu但n th畛 炭ng nh動 quy 畛nh. Do 坦, khi l畉p k畉 ho畉ch ph叩t tri畛n HTND, sau khi hon t畉t c叩c h畉n m畛c c董 b畉n, n棚n l動u 箪 畉n giai o畉n ti畉p theo l i畛u ch畛nh v hon thi畛n. Vi畛c ny 嘆i h畛i s畛 t畉p trung cao 畛 vo chi ti畉t, 畉u t動 nhi畛u th畛i gian, 畛ng th畛i c坦 k畉 ho畉ch c畉p nh畉t 畛 hon ch畛nh h畛 th畛ng. Some of the above posters might look familiar. For those you can name the banks, its the combination of their key graphic elements, shapes & colors. Instant recognizable is one of the key milestones in the process of developing a solid corporate identity. Removing the logo is a simple trick to check the level of recognition. Its the same way someone skims through your print ad in a few second. A corporate identity must achieve the balance between the consistency in presenting the key visual elements and the flexibility to adapt to different layouts. Theres too many guidelines had sacrificed the flexibility & adaptability for a solid set of systematic graphic rules at the early stage of the developing process. The guideline becomes the straightjacket for the designer. The guideline creates too many constraints when adapting to different kind of materials. In your future action plan for an identity development project, make time for the later stage. After you have pinned down the foundation components, you will need an extra few months to finetune all the details. Its time consuming, needs eyes for details and a organized structure to constantly update the system. NA N NH働 NA N SAME SAME BUT SAME SAME which bank? The art of simplicity is a puzzle of complexity. B棚n trong v畉 畉p 董n gi畉n l t畛ng th畛 hi ho c畛a v担 s畛 ti畛u ti畉t. Douglas Horton
The point of view on banks marketing in 2014Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 2014 息 20022015, Jodric LLP. 1110 www.Jodric.com 畉U T働 HI畛U QU畉? Gia 狸nh h畉nh ph炭c tr畛 thnh h狸nh 畉nh 動畛c h畉u nh動 t畉t c畉 ng但n hng s畛 d畛ng cho nhi畛u lo畉i s畉n ph畉m & th担ng i畛p trong nm v畛a qua. V狸 sao c叩c h狸nh 畉nh 動畛c s畛 d畛ng l畉i lu担n nh狸n t動董ng t畛 nh動 nhau? V畛 ph鱈a s畉n ph畉m: 鱈t c坦 s畉n ph畉m th畉t s畛 kh叩c bi畛t, 畛i t動畛ng kh叩ch hng th動畛ng r畛ng v m董 h畛. Do 坦 kh坦 c坦 動畛c th担ng i畛p c畛 th畛, gi炭p ph叩t tri畛n 箪 t動畛ng ri棚ng 畛c 叩o. V畛 ph鱈a s叩ng t畉o: h狸nh 畉nh th動畛ng 動畛c mua t畛 m畛t s畛 ngu畛n gi畛ng nhau, nhi畛u h畉n ch畉 n棚n tr湛ng l畉p l hi畛n nhi棚n. Th畉t s畛 l l達ng ph鱈 khi ch畉y c叩c qu畉ng c叩o nh狸n t畛a t畛a nhau, n坦i 畉n c湛ng m畛t v畉n 畛 v gi畛i thi畛u m畛t gi畉i ph叩p m kh叩ch hng 達 bi畉t. MONEY WELL SPENT? Happy family is the most overused theme for all kinds of banking products in 2014. Why do all the images look somehow the same? If we look from the product side: in general, its hard to find a product which stands out in the market, that clearly state its unique features, serving a clearly defined segment. Weve been flooded with samesamebutdifferent kind of products with copycat messages, mechanics and visual directions. From the creative development side: most of the images are coming from the same stock photo libraries. Cost effectiveness comes with sameness. Dont waste your budget on a lookalike ad which presenting a heardbefore problem and introducing a so-what solution. If everyone is thinking alike, then no one is thinking. N畉u ai c滴ng ngh挑 nh動 ai, th狸 ch畉ng ai th畉t s畛 suy ngh挑. Benjamin Franklin
The point of view on banks marketing in 2014Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 2014 息 20022015, Jodric LLP. 1312 www.Jodric.com hsbc oceanvp bidvtp agrvcb ocbhsbc mbtechcomhdvietin nam a THUY畉T PH畛C = CH畛C NNG + C畉M XC C坦 37% c叩c ch動董ng tr狸nh khuy畉n m達i m畛 th畉 t鱈n d畛ng tr狸nh by v畛 c叩c t鱈nh nng c董 b畉n c畛a th畉 nh動 an ton, thu畉n ti畛n & 動u 達i. a ph畉n c嘆n l畉i, 63%, khi khuy畉n kh鱈ch m畛 th畉 ho畉c tng l動畛ng giao d畛ch, c叩c ng但n hng th動畛ng s畛 d畛ng c叩c th担ng i畛p theo h動畛ng lifestyle, v畛i c叩c t畛 r畉t hay g畉p nh動 t畉n h動畛ng cu畛c s畛ng, 畉ng c畉p, phong c叩ch, hi畛n 畉i, v.v. C畉 hai h動畛ng 畛u c坦 動u nh動畛c i畛m. Trong m畛t th畛 tr動畛ng c坦 r畉t nhi畛u l畛a ch畛n t動董ng 動董ng nhau, th狸 r畉t kh坦 b叩n s畉n ph畉m n畉u ch畛 n坦i 畉n ch畛c nng c董 b畉n (functional benefits)v狸 ai c滴ng c坦. H動畛ng th畛 hai 畛 c畉p 畉n gi叩 tr畛 v畛 c畉m t鱈nh (emotional benefits) l畉i r畉t d畛 r董i vo t狸nh tr畉ng di畛n t畉 c畉m t鱈nh m董 h畛 kh坦 hi畛u. Nh動 t畛 phong c叩ch hay snh i畛u, m畛i kh叩ch hng l畉i hi畛u r畉t kh叩c nhau. V畉y c叩ch ti畉p c畉n h畛p l箪 n棚n l s畛 k畉t h畛p c畛a c畉 hai. C畉m t鱈nh i li畛n v畛i l箪 t鱈nh, h畛 tr畛 畛 tng t鱈nh thuy畉t ph畛c. H達y ngh挑 theo quy tr狸nh, kh叩ch hng s畉 ngh挑 g狸c畉m th畉y g狸r畛i h畛 s畉 lm g狸 sau 坦. Ngu畛n: Jodric t畛ng h畛p t畛 30 ng但n hng c坦 s畉n ph畉m th畉. (trong t畛ng 42 ng但n hng) Th叩ng 9, 2014. Source: Jodric summarized from 30 bankscredit card products (among 42 banks surveyed) September 2014. Around 37% of all credit card acquisition campaigns communicated on cards basic features like safety, convenience and used promotion as key selling points. The other part, 63%, communicated on lifestyle in both acquisition and usage campaigns. Therere a few phrases and words that were repeatedly used by many banks, e.g. sophisticated, modern, classy, etc. Both directions have their pros and cons. The current market is offering too many similar products with alike messages. Its really hard to stand out and sell when the communication only focuses on functional benefits足足because everyone else had them too. The second approachcommunicate on emotional benefitshas its own trap. To tell an emotional story, we have to abstract it. And for most of the time, we went too far, made the story thats too abstract and irrelevant to the target group. A preferable strategy, from our point of view, is to balance both directions. One after another, rational points to back up emotional ones. A good reference to apply in this case is a thinkfeeldo process. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art. B畉n ch畉t c畛a qu畉ng c叩o l thuy畉t ph畛c, v thuy畉t ph畛c l ngh畛 thu畉t kh辿o l辿o ch畛 kh担ng th畛 r畉p khu担n c担ng th畛c. William Bernbach PERSUASION = RATIONALE + EMOTION
The point of view on banks marketing in 2014Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 2014 息 20022015, Jodric LLP. 1514 www.Jodric.com D畛 畛C D畛 NGHE KHNG CH畉C D畛 HI畛U D畛 NH畛 Gi畉m l達i cu畛i nm. An t但m vay v畛n. Vay li畛n tay, mi畛n ngay l達i xu畉t. 畛ng d畛ng tr棚n tay, ni畛m vui m畛i ngy. Qu畉t th畉 r畛i so, tr炭ng to 畛c 畉c. Qu畉t li畛n tay, tr炭ng ngay th畉n ti. 畉n 炭ng gi畛, gi畉m gi叩 b畉t ng畛. D畉o web li畛n tay, nh畉n ngay qu t畉ng. M畛 th畉 chi ti棚u. V担 vn 動u 達i. M畛 th畉 nh畉n qu. Mua s畉m nh畉n l畛c. Trung b狸nh c坦 3 trong 4 qu畉ng c叩o ho畉c ch動董ng tr狸nh khuy畉n m達i trong nm 2014 s畛 d畛ng c叩c c但u ti棚u 畛 theo ki畛u v竪 c坦 2 v畉. In 2014, theres 3 out of 4 ads or promotion campaigns had their headlines been written in 2 phrases in rhythm format. KHUY畉T I畛M Tr湛ng l畉p v狸 qu叩 nhi畛u ngnh hng kh叩c c滴ng s畛 d畛ng l畛i vi畉t t動董ng t畛. Do ph畉i 畉m b畉o v畉n i畛u n棚n nhi畛u c但u kh坦 hi畛u. Kh担ng th畛 hi畛n 動畛c 畉c t鱈nh (c叩 t鱈nh) c畛a th動董ng hi畛u. 畛nh v畛 th動董ng hi畛u bao g畛m c畉 vi畛c x叩c 畛nh phong c叩ch vi畉t, ng担n t畛 動畛c s畛 d畛ng. C叩ch vi畉t n棚n 動畛c l畛a ch畛n theo 畉c tr動ng c湛a t畛ng s畉n ph畉m. Tuy nhi棚n, i畛u quan tr畛ng nh畉t v畉n ph畉i t畉o cho ng動畛i 畛c c畉m gi叩c m畛i l畉, 畉n t動畛ng. 畛 畉t 動畛c i畛u ny 嘆i h畛i qu叩 tr狸nh tham kh畉o, ph但n t鱈ch, 叩nh gi叩 v thay 畛i 畛 th畛c hi畛n t畛t h董n. 働U I畛M V畉n i畛u d畛 畛c. ≒ An overused writing technique by many other product categories. ≒ Trying too much to maintain the rhythm sometimes blurred the meaning. ≒ Unable to present the brands characteristic because part of the brand positioning strategy is to define mood and tones of the brand through wording & writing style. Wording style should follow the characteristic of the brand & the product, so rhythm or not is doesnt really matter. The key point is to seize the readers attention by giving them something fresh. And a fresh idea doesnt come from thin air. Its a process of constantly updating references, analyzing and changing for improvement. Easy to read with rythm does not mean easy to understand and remember. ≒ Easy to read with rhythm. PROS CONS To improve is to change; to be perfect is to change often. 畛 hon thi畛n, ph畉i thay 畛i. 畛 hon h畉o, ph畉i thay 畛i th動畛ng xuy棚n. Winston Churchill
The point of view on banks marketing in 2014Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 2014 息 20022015, Jodric LLP. 1716 www.Jodric.com KHNG NN CH畛 THI畉T K畉鐘 TH畉 Almost 90% of all the briefs for new credit card development projects that we received focused to a similar pointto design the most impressive card. From our point of view, how the card looksaestheticshould not be the starting point, we should set the highest priority for defining a clear product positioning which helps to direct the design. The design objectives should be promoting the unique selling proposition, targeting specific groups, telling them relevant stories. And finally, distilled and presented on the card. For that reason, its not just difficult but also inefficiency to start from the design. The process should be the other way around, good design is the result of the comprehensive understanding of the product. Khi tham gia vo c叩c d畛 叩n ph叩t tri畛n s畉n ph畉m th畉, g畉n 畉n 90% c叩c b畉n y棚u c畉u c担ng vi畛c m ch炭ng t担i nh畉n 動畛c 畛u t畉p trung vo m畛t i畛m duy nh畉t lm sao thi畉t k畉 m畉t th畉 th畉t 畉n t動畛ng. V畉n 畛 th畉m m畛 kh担ng n棚n l ti棚u ch鱈 畉u ti棚n 畛 叩nh gi叩, m i畛m quan tr畛ng l thi畉t k畉 n棚n t畉p trung th畛 hi畛n 畛nh v畛 c畛a s畉n ph畉m. N棚u 動畛c i畛m kh叩c bi畛t c畛a s畉n ph畉m, ph畛c v畛 nh坦m 畛i t動畛ng c畛 th畛, k畛 cho h畛 m畛t c但u chuy畛n c坦 li棚n quan. Cu畛i c湛ng m畛i c担 畛ng t畉t c畉 l畉i 畛 th畛 hi畛n tr棚n thi畉t k畉. V畉y n棚n r畉t kh坦 khi ph叩t tri畛n s畉n ph畉m th畉 l畉i i t畛 m畛t y棚u c畉u v畛 thi畉t k畉 m畉t th畉. Quy tr狸nh n棚n l ng動畛c l畉i, i畛m k畉t m畛i l thi畉t k畉. a card should not be designed
The point of view on banks marketing in 2014Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 2014 息 20022015, Jodric LLP. 1918 www.Jodric.com M動畛n gi坦 b畉 mng c坦 l畉 l chi畉n thu畉t ph畛 bi畉n nh畉t 叩p d畛ng cho c叩c ch動董ng tr狸nh khuy畉n m達i trong nm v畛a qua. Tuy nhi棚n, mng kh担ng ph畉i l炭c no c滴ng d畛 b畉. B畛n i畛m n棚n c但n nh畉c tr動畛c khi tri畛n khai m畛t ch動董ng tr狸nh khuy畉n m達i: Qu t畉ng: 担i khi Apple l畉i l c董n gi坦 qu叩 l畛n, n坦 th畛i i lu担n c畉 th担ng i畛p c畛a s畉n ph畉m ch鱈nh ang qu畉ng c叩o. Ch炭ng ta kh担ng ch畛 ang qu畉ng c叩o mi畛n ph鱈 & c嘆n gi炭p Apple t畉o c董n s畛t khi h畛 動a ra s畉n ph畉m m畛i. C董 ch畉 trao th動畛ng: r炭t thm tr炭ng th動畛ng kh担ng c嘆n l h狸nh th畛c h畉p d畉n. B畉n th但n kh叩ch hng nghi ng畛 v畛 m畛c 畛 minh b畉ch. H畛 th鱈ch c畉m gi叩c 動畛c tham gia vo vi畛c ginh gi畉i ch畛 kh担ng ch畛 l mua r畛i ng畛i ch畛. Th畛i i畛m C畉nh tranh: trong 2 hay 3 th叩ng sau khi m畛t s畉n ph畉m 動畛c mong 畛i ra m畉t, c叩c ch動董ng tr狸nh khuy畉n m達i t畉ng s畉n ph畉m 坦 s畉 trn ng畉p th畛 tr動畛ng. G畉n nh動 kh担ng th畛 ginh 動畛c s畛 ch炭 箪 c畛a kh叩ch hng v畛i lo畉i th担ng i畛p na n叩 gi畛ng nhau nh動 v畉y khi h畉u h畉t c叩c ngnh hng 畛u tham gia. Qu t畉ng mang th動董ng hi畛u ri棚ng: 畛 tr叩nh 畉nh h動畛ng v畛 m畉t th動董ng hi畛u, m畛t vi ng但n hng 畉t ri棚ng t畉ng ph畉m. Tuy nhi棚n, 畛i v畛i m畛t s畛 ph但n kh炭c kh叩ch hng, h畛 畉c bi畛t ch炭 tr畛ng 畉n th動董ng hi畛u. Khi 動a logo hay mu s畉c th動董ng hi畛u vo t畉ng ph畉m ph畉i h畉t s畛c th畉n tr畛ng. N棚n 動u ti棚n cho ch畉t l動畛ng c畛a t畉ng ph畉m h董n l c畛 g畉ng c坦 動畛c m畛t logo th畉t to. RT THM TRNG TH働畛NG iPHONE 6 THNG I畛P KHUY畉N MI HI畛U QU畉 畉N U? Standing on the shoulders of giants might be the key strategy for all the promotion campaigns throughout last year. Unfortunately the giants shoulders were slippery sometimes. Four points to consider before launching a promotion campaign: ≒ The gifts: in some occasions, Apple products became a gigantic giant, he kicked the message of the main promoting product away. We were not just promoting Apple for free but also help them to create their products hype. ≒ Program mechanic: lucky draw is no longer attractive. The clients always question about the programs transparency. Moreover, even with a small gift, they want to participate in the process, not just purchase & wait. ≒ OccasionCompetition: in 2 to 3 months right after a hot product is launched, promotions arm with that product will dominate all the media channels. During that time, its extremely competitive to grab the consumers attention with that same bait. ≒ Branded gifts: a few banks ordered their own branded gifts to stay away from the giants shadow. Its a good approach to reinforce the brand positioning. However, this direction doesnt seem to work with affluent segment which is highly brandconscious. Brands color & logo must be used with extensive care. The objective should be linking the brand with an excellent usage experience rather than trying to have an asbigaspossible logo. Be a voice, not an echo. H達y th畛 hi畛n b畉n s畉c, 畛ng tr畛 thnh b畉n sao. Albert Einstein PROMOTION MESSAGE HOW EFFECTIVE? lucky draw!
The point of view on banks marketing in 2014Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 2014 息 20022015, Jodric LLP. 2120 www.Jodric.com NGN HNG THN THI畛N.NGN HNG THN THI畛N. H達y so s叩nh s畛 l畉n m畛t ng動畛i trung b狸nh s畛 d畛ng ATM v s畛 l畉n h畛 vo chi nh叩nh giao d畛ch? V畉y n畉u mu畛n x但y d畛ng h狸nh 畉nh m畛t ng但n hng th但n thi畛n, t畉i sao ch炭ng ta l畉i b畛 qua vi畛c c畉i thi畛n h畛 th畛ng ATM hi畛n nay v畛n r畉t kh担ng th但n thi畛n ti畛n d畛ng. 畛 bi ch炭ng t担i 畉t ra l kh担ng thay 畛i ph畉n c畛ng (s畛 d畛ng ATM hi畛n c坦), ch畛 c畉i thi畛n giao di畛n & t畉n d畛ng l畛ch s畛 giao d畛ch nh畉m t畉o cho kh叩ch hng c畉m gi叩c ng但n hng hi畛u h畛 h董n. V畉N 畛 Nhi畛u m畛c th担ng tin kh担ng c畉n thi畉t ho畉c r畉t 鱈t khi 動畛c s畛 d畛ng, nh動 t畛 thi畛n ho畉c r炭t 10.000 . Kh叩ch hng ch畛 c坦 1 ti kho畉n v達ng lai, nh動ng l炭c no c滴ng ph畉i ch畛n 1 trong 4 lo畉i ti kho畉n. G畉n gi畛ng nh動 thi tr畉c nghi畛m tr鱈 nh畛 c畛a kh叩ch hng. Thao t叩c kh担ng thu畉n ti畛n, th動畛ng ph畉i l畉p i l畉p l畉i. V鱈 d畛 nh動 r炭t s畛 ti畛n v動畛t s畛 d動 trong ti kho畉n, ph畉i tr畛 l畉i t畛 畉u. V狸 xem s畛 d動 動畛c t叩ch ri棚ng thnh m畛t m畛c. Simplicity is about subtracting the obvious, and adding the meaningful. 畛 畉t 畉n s畛 董n gi畉n, h達y lo畉i i nh畛ng y畉u t畛 hi畛n nhi棚n, th畛a th達i, v th棚m vo nh畛ng ch畛c nng h畛u 鱈ch v畛i kh叩ch hng. John Meada, Thelawsofsimplicity GI畉I PHP D畛a vo l畛ch s畛 giao d畛ch s畉 gi炭p 動u ti棚n s畉p x畉p c叩c m畛c th担ng tin theo th畛 t畛 m kh叩ch hng quan t但m nh畉t. 畛ng th畛i gi炭p 董n gi畉n ho叩 giao di畛n b畉ng c叩ch gom c叩c ch畛c nng 鱈t khi 動畛c d湛ng l畉i thnh m畛t nh坦m. Gi畉m s畛 l畉n nh畉n n炭t, 畛 r炭t ng畉n th畛i gian s畛 d畛ng. Ti棚u ch鱈 quan tr畛ng khi 叩nh gi叩 gi畉i ph叩p l kh叩ch hng kh担ng c畉n ph畉i suy ngh挑 畛 t狸m m畛t th担ng tin no 坦 tr畛c quan, sinh 畛ng. Figuring the ratio between the number of times an average customer had been using ATMs, to the times he been to branches in a year. Its quite obvious that he had spent more time at the ATMs. So in the progress of building a friendly bank, why dont ATMs have a higher priority? Because we use those unfriendly ATMs everyday. We started with a condition is to keep the current machines, just to improve the interface and maximize the users usage historyto give the customers a sense that were kind of understand them. SITUATIONS ≒ There are buttons that rarely used, e.g. charity donation or withdrawing 10,000 VND ≒ Even you have only 1 current account, always being asked to select it from 4 other kinds of accounts. Its kind of a memory test. ≒ Multiple clicks are required to complete a transaction. In case the withdrawal is over the balance, the process start all over. The balance is displayed in a different section. Its inconvenient and a total waste of time. SOLUTIONS ≒ Based on the transaction & usage history, we can prioritize the sections in order of most frequent use. Grouping the others to simplify & clean the interface. ≒ Study the users behavior to reduce the number of clicks. ≒ The ultimate goal is not let the users have to think when they need to find something. friendly bank
22 www.Jodric.com 01. 息 20022015, Jodric LLP. All rights reserved. 02. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without permission in writing from the publisher. Jodric LLP. 動畛c thnh l畉p vo nm 2002. Ch炭ng t担i 畉c bi畛t t畉p trung vo vi畛c 動a ra c叩c gi畉i ph叩p sale & marketing dnh cho ngnh ng但n hng, ti ch鱈nh, b畉t 畛ng s畉n & x但y d畛ng t畉i Vi畛t Nam. Established in 2002, Jodric LLP is a limited liability partnership firm focusing on providing sales & marketing solutions for banking, finance, property development & construction sector in Vietnam.
www.Jodric.com Th叩ng 01 nm 2015. Thnh ph畛 H畛 Ch鱈 Minh, Vi畛t Nam.

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  • 1. NHN NH畉N V畛 MARKETING NGNH NGN HNG NM 2014 the point of view on banks marketing in 2014
  • 2. Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 20142 www.Jodric.com Always remember that you are absolutely unique. Just like everyone else. H達y nh畛 r畉ng ta l duy nh畉t, c滴ng nh動 t畉t th畉y m畛i ng動畛i. Margaret Mead
  • 3. The point of view on banks marketing in 2014Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 2014 息 20022015, Jodric LLP. 54 www.Jodric.com T畉I SAO? why? T畉I SAO KHNG? why not? Khi n坦i 畉n c叩c gi叩 tr畛 c畛t l探i, g畉n nh動 c叩c ng但n hng s畉 nh畉c 畉n Ni畛m tin. Nh動ng x但y d畛ng ni畛m tin 嘆i h畛i m畛t qu叩 tr狸nh l但u di th担ng qua hnh 畛ng c畛 th畛 ch畛 kh担ng b畉ng nh畛ng c但u kh畉u hi畛u tr棚n m畉t b叩o. C但y b炭t ch畛 l m畛t v鱈 d畛 畛 ch畛 ra c叩i kh坦 nh畉t trong m畛t qu叩 tr狸nh l但u di x但y d畛ng th動董ng hi畛u l畉i n畉m 畛 c叩c chi ti畉t nh畛 nh畉t m ch炭ng ta 畛i di畛n h畉ng ngy. V狸 h畉ng ngy n棚n quen. Quen th狸 th畉y b狸nh th動畛ng. B狸nh th動畛ng r畛i s畉 tr畛 thnh 動董ng nhi棚n. 畉n 但y th狸 r畉t kh坦 thay 畛i 畛 lm t畛t h董n v狸 ch炭ng ta qu棚n i c但u h畛i c董 b畉n: lm sao lm vi畛c ny t畛t h董n?, v狸 lm nh動 c叩ch hi畛n t畉i c坦 v畉 達 炭ng r畛i. Facebook c畛a m畛t kh叩ch hng Ng但n hng l炭c no c滴ng l tin t動畛ng & uy t鱈n, v畉y m d竪 d畉t 畉n 畛 c但y b炭t c滴ng s畛 m畉t v畛i kh叩ch hng. Banks have been always saying about credibility & trustworthy, but afraid of loosing a pen to clients! Well done is better than well said. H達y lm t畛t, h董n l ch畛 n坦i hay. Benjamin Franklin Credibility is the most common core values among all the banks. However credibility isnt built by the campaign headlines. Its a time consuming process & requires consistent effort from the whole company, not just the marketing department. The pen is an example to illustrate one of the most critical steps in a longterm branding process is to identify & improve those tiny details of daily activities. Because its daily, it looks familiar. Familiar also means normal. From normal, soon it will become a standard. Up to this point, change for improvement seems impossible. Over the time, we dropped the fundamental question for changing how to make it better? because what weve been doing seem to be right already. a clients Facebook post
  • 4. The point of view on banks marketing in 2014Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 2014 息 20022015, Jodric LLP. 76 www.Jodric.com CHNG TA 畉U T働 R畉T NHI畛U 畛 NI V畛 NH畛NG I畛U KHNG C G 畉C BI畛T C畉. Ch炭ng t担i th畉u hi畛u kh坦 khn c畛a t畛ng doanh nghi畛p. S畉n ph畉m vay c畛a ch炭ng t担i dnh cho doanh nghi畛p c滴ng y 炭c nh動 c叩c ng但n hng kh叩c. Th担ng th動畛ng, ch炭ng ta s畛 d畛ng m担 h狸nh b棚n tr叩i 畛 x叩c 畛nh gi叩 tr畛 c畛a s畉n ph畉m 畛i v畛i kh叩ch hng. T畛 坦 x但y d畛ng th担ng i畛p m ch炭ng ta ngh挑 r畉ng kh叩ch hng s畉 quan t但m. Nh動ng 担i khi, v狸 thi畉u s畛 k畉t h畛p gi畛a c叩c ph嘆ng ban, t畛 marketing, s畉n ph畉m, kh叩ch hng, v.v. d畉n 畉n m畛t th担ng i畛p nghe r畉t 畉n t動畛ng nh動ng l畉i k辿m kh畉 thi ho畉c kh担ng th畛 叩p 畛ng hon ton nh畛ng g狸 cam k畉t. 畛 th畉t s畛 t畉o 動畛c s畛 kh叩c bi畛t & tng kh畉 nng c畉nh tranh, ch炭ng ta c畉n x叩c 畛nh i畛m m畉nh kh担ng ch畛 c畛a s畉n ph畉m m l t畉t c畉 nh畛ng ho畉t 畛ng kh叩c gi炭p th畛c hi畛n nh畛ng i畛u 達 cam k畉t. we had invested too much to talk about not so special things. The illustration on the left is a standard practice when we need to identify the products key value propositions, when product features answer consumers needs. It helps to establish the foundation which we can develop a message that we assume our target group might find interesting. Nonetheless, banks products involve many parties to fully deliver. Oversimplified the constraints leads to over promised product. A very impressive message could be an operational nightmare due to the lack of coordination between all departments. To increase products competitive advantages through unique proposition values, you should cover not only the product, but the whole operation process which helps to deliver your commitments. We deeply understand your business problem. Said. Our business loan pakages are similar to other banks. Done. Consumers needs Consumers needs Competitive advantages Product features Product features
  • 5. The point of view on banks marketing in 2014Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 2014 息 20022015, Jodric LLP. 98 www.Jodric.com NGN HNG NO? N畉u ch炭ng ta nh畉n ra m畛t th動董ng hi畛u no 坦 khi nh狸n c叩c poster 畛 tr棚n, 坦 l do s畛 k畉t h畛p c畛a mu s畉c v ho畉 ti畉t c董 b畉n c畛a th動董ng hi畛u. Xo叩 logo i l m畛t c叩ch 董n gi畉n 畛 ki畛m tra m畛c 畛 m kh叩ch hng c坦 th畛 nh畉n ra m畛t th動董ng hi畛u. T動董ng t畛 nh動 khi h畛 nh狸n l動畛t qua m畉t b叩o trong 2 hay 3 gi但y. HTND c畉n c坦 s畛 c但n b畉ng gi畛a 畉c i畛m ri棚ng c畛a th動董ng hi畛u (l s畛 k畉t h畛p c畛a t畉t c畉 c叩c y畉u t畛 h狸nh 畉nh, mu s畉c, ng担n t畛, v.v.) v s畛 tu畛 bi畉n 畛 畛ng d畛ng 動畛c linh ho畉t. R畉t nhi畛u HTND ang t畉p trung qu叩 m畛c vo t鱈nh h畛 th畛ng m thi畉u hon ton kh畉 nng 畛ng d畛ng khi tri畛n khai chi ti畉t. 畉c bi畛t r畉t kh坦 khi i vo s畉n xu畉t tr棚n c叩c v畉t li畛u kh叩c nhau. Ngoi ra vi畛c 叩p d畛ng r畉p khu担n c叩c quy 畛nh qu叩 c畛ng nh畉c theo h畛 th畛ng l畉i t畉o ra c叩c thi畉t k畉 r畛i r畉m d湛 tu但n th畛 炭ng nh動 quy 畛nh. Do 坦, khi l畉p k畉 ho畉ch ph叩t tri畛n HTND, sau khi hon t畉t c叩c h畉n m畛c c董 b畉n, n棚n l動u 箪 畉n giai o畉n ti畉p theo l i畛u ch畛nh v hon thi畛n. Vi畛c ny 嘆i h畛i s畛 t畉p trung cao 畛 vo chi ti畉t, 畉u t動 nhi畛u th畛i gian, 畛ng th畛i c坦 k畉 ho畉ch c畉p nh畉t 畛 hon ch畛nh h畛 th畛ng. Some of the above posters might look familiar. For those you can name the banks, its the combination of their key graphic elements, shapes & colors. Instant recognizable is one of the key milestones in the process of developing a solid corporate identity. Removing the logo is a simple trick to check the level of recognition. Its the same way someone skims through your print ad in a few second. A corporate identity must achieve the balance between the consistency in presenting the key visual elements and the flexibility to adapt to different layouts. Theres too many guidelines had sacrificed the flexibility & adaptability for a solid set of systematic graphic rules at the early stage of the developing process. The guideline becomes the straightjacket for the designer. The guideline creates too many constraints when adapting to different kind of materials. In your future action plan for an identity development project, make time for the later stage. After you have pinned down the foundation components, you will need an extra few months to finetune all the details. Its time consuming, needs eyes for details and a organized structure to constantly update the system. NA N NH働 NA N SAME SAME BUT SAME SAME which bank? The art of simplicity is a puzzle of complexity. B棚n trong v畉 畉p 董n gi畉n l t畛ng th畛 hi ho c畛a v担 s畛 ti畛u ti畉t. Douglas Horton
  • 6. The point of view on banks marketing in 2014Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 2014 息 20022015, Jodric LLP. 1110 www.Jodric.com 畉U T働 HI畛U QU畉? Gia 狸nh h畉nh ph炭c tr畛 thnh h狸nh 畉nh 動畛c h畉u nh動 t畉t c畉 ng但n hng s畛 d畛ng cho nhi畛u lo畉i s畉n ph畉m & th担ng i畛p trong nm v畛a qua. V狸 sao c叩c h狸nh 畉nh 動畛c s畛 d畛ng l畉i lu担n nh狸n t動董ng t畛 nh動 nhau? V畛 ph鱈a s畉n ph畉m: 鱈t c坦 s畉n ph畉m th畉t s畛 kh叩c bi畛t, 畛i t動畛ng kh叩ch hng th動畛ng r畛ng v m董 h畛. Do 坦 kh坦 c坦 動畛c th担ng i畛p c畛 th畛, gi炭p ph叩t tri畛n 箪 t動畛ng ri棚ng 畛c 叩o. V畛 ph鱈a s叩ng t畉o: h狸nh 畉nh th動畛ng 動畛c mua t畛 m畛t s畛 ngu畛n gi畛ng nhau, nhi畛u h畉n ch畉 n棚n tr湛ng l畉p l hi畛n nhi棚n. Th畉t s畛 l l達ng ph鱈 khi ch畉y c叩c qu畉ng c叩o nh狸n t畛a t畛a nhau, n坦i 畉n c湛ng m畛t v畉n 畛 v gi畛i thi畛u m畛t gi畉i ph叩p m kh叩ch hng 達 bi畉t. MONEY WELL SPENT? Happy family is the most overused theme for all kinds of banking products in 2014. Why do all the images look somehow the same? If we look from the product side: in general, its hard to find a product which stands out in the market, that clearly state its unique features, serving a clearly defined segment. Weve been flooded with samesamebutdifferent kind of products with copycat messages, mechanics and visual directions. From the creative development side: most of the images are coming from the same stock photo libraries. Cost effectiveness comes with sameness. Dont waste your budget on a lookalike ad which presenting a heardbefore problem and introducing a so-what solution. If everyone is thinking alike, then no one is thinking. N畉u ai c滴ng ngh挑 nh動 ai, th狸 ch畉ng ai th畉t s畛 suy ngh挑. Benjamin Franklin
  • 7. The point of view on banks marketing in 2014Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 2014 息 20022015, Jodric LLP. 1312 www.Jodric.com hsbc oceanvp bidvtp agrvcb ocbhsbc mbtechcomhdvietin nam a THUY畉T PH畛C = CH畛C NNG + C畉M XC C坦 37% c叩c ch動董ng tr狸nh khuy畉n m達i m畛 th畉 t鱈n d畛ng tr狸nh by v畛 c叩c t鱈nh nng c董 b畉n c畛a th畉 nh動 an ton, thu畉n ti畛n & 動u 達i. a ph畉n c嘆n l畉i, 63%, khi khuy畉n kh鱈ch m畛 th畉 ho畉c tng l動畛ng giao d畛ch, c叩c ng但n hng th動畛ng s畛 d畛ng c叩c th担ng i畛p theo h動畛ng lifestyle, v畛i c叩c t畛 r畉t hay g畉p nh動 t畉n h動畛ng cu畛c s畛ng, 畉ng c畉p, phong c叩ch, hi畛n 畉i, v.v. C畉 hai h動畛ng 畛u c坦 動u nh動畛c i畛m. Trong m畛t th畛 tr動畛ng c坦 r畉t nhi畛u l畛a ch畛n t動董ng 動董ng nhau, th狸 r畉t kh坦 b叩n s畉n ph畉m n畉u ch畛 n坦i 畉n ch畛c nng c董 b畉n (functional benefits)v狸 ai c滴ng c坦. H動畛ng th畛 hai 畛 c畉p 畉n gi叩 tr畛 v畛 c畉m t鱈nh (emotional benefits) l畉i r畉t d畛 r董i vo t狸nh tr畉ng di畛n t畉 c畉m t鱈nh m董 h畛 kh坦 hi畛u. Nh動 t畛 phong c叩ch hay snh i畛u, m畛i kh叩ch hng l畉i hi畛u r畉t kh叩c nhau. V畉y c叩ch ti畉p c畉n h畛p l箪 n棚n l s畛 k畉t h畛p c畛a c畉 hai. C畉m t鱈nh i li畛n v畛i l箪 t鱈nh, h畛 tr畛 畛 tng t鱈nh thuy畉t ph畛c. H達y ngh挑 theo quy tr狸nh, kh叩ch hng s畉 ngh挑 g狸c畉m th畉y g狸r畛i h畛 s畉 lm g狸 sau 坦. Ngu畛n: Jodric t畛ng h畛p t畛 30 ng但n hng c坦 s畉n ph畉m th畉. (trong t畛ng 42 ng但n hng) Th叩ng 9, 2014. Source: Jodric summarized from 30 bankscredit card products (among 42 banks surveyed) September 2014. Around 37% of all credit card acquisition campaigns communicated on cards basic features like safety, convenience and used promotion as key selling points. The other part, 63%, communicated on lifestyle in both acquisition and usage campaigns. Therere a few phrases and words that were repeatedly used by many banks, e.g. sophisticated, modern, classy, etc. Both directions have their pros and cons. The current market is offering too many similar products with alike messages. Its really hard to stand out and sell when the communication only focuses on functional benefits足足because everyone else had them too. The second approachcommunicate on emotional benefitshas its own trap. To tell an emotional story, we have to abstract it. And for most of the time, we went too far, made the story thats too abstract and irrelevant to the target group. A preferable strategy, from our point of view, is to balance both directions. One after another, rational points to back up emotional ones. A good reference to apply in this case is a thinkfeeldo process. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art. B畉n ch畉t c畛a qu畉ng c叩o l thuy畉t ph畛c, v thuy畉t ph畛c l ngh畛 thu畉t kh辿o l辿o ch畛 kh担ng th畛 r畉p khu担n c担ng th畛c. William Bernbach PERSUASION = RATIONALE + EMOTION
  • 8. The point of view on banks marketing in 2014Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 2014 息 20022015, Jodric LLP. 1514 www.Jodric.com D畛 畛C D畛 NGHE KHNG CH畉C D畛 HI畛U D畛 NH畛 Gi畉m l達i cu畛i nm. An t但m vay v畛n. Vay li畛n tay, mi畛n ngay l達i xu畉t. 畛ng d畛ng tr棚n tay, ni畛m vui m畛i ngy. Qu畉t th畉 r畛i so, tr炭ng to 畛c 畉c. Qu畉t li畛n tay, tr炭ng ngay th畉n ti. 畉n 炭ng gi畛, gi畉m gi叩 b畉t ng畛. D畉o web li畛n tay, nh畉n ngay qu t畉ng. M畛 th畉 chi ti棚u. V担 vn 動u 達i. M畛 th畉 nh畉n qu. Mua s畉m nh畉n l畛c. Trung b狸nh c坦 3 trong 4 qu畉ng c叩o ho畉c ch動董ng tr狸nh khuy畉n m達i trong nm 2014 s畛 d畛ng c叩c c但u ti棚u 畛 theo ki畛u v竪 c坦 2 v畉. In 2014, theres 3 out of 4 ads or promotion campaigns had their headlines been written in 2 phrases in rhythm format. KHUY畉T I畛M Tr湛ng l畉p v狸 qu叩 nhi畛u ngnh hng kh叩c c滴ng s畛 d畛ng l畛i vi畉t t動董ng t畛. Do ph畉i 畉m b畉o v畉n i畛u n棚n nhi畛u c但u kh坦 hi畛u. Kh担ng th畛 hi畛n 動畛c 畉c t鱈nh (c叩 t鱈nh) c畛a th動董ng hi畛u. 畛nh v畛 th動董ng hi畛u bao g畛m c畉 vi畛c x叩c 畛nh phong c叩ch vi畉t, ng担n t畛 動畛c s畛 d畛ng. C叩ch vi畉t n棚n 動畛c l畛a ch畛n theo 畉c tr動ng c湛a t畛ng s畉n ph畉m. Tuy nhi棚n, i畛u quan tr畛ng nh畉t v畉n ph畉i t畉o cho ng動畛i 畛c c畉m gi叩c m畛i l畉, 畉n t動畛ng. 畛 畉t 動畛c i畛u ny 嘆i h畛i qu叩 tr狸nh tham kh畉o, ph但n t鱈ch, 叩nh gi叩 v thay 畛i 畛 th畛c hi畛n t畛t h董n. 働U I畛M V畉n i畛u d畛 畛c. ≒ An overused writing technique by many other product categories. ≒ Trying too much to maintain the rhythm sometimes blurred the meaning. ≒ Unable to present the brands characteristic because part of the brand positioning strategy is to define mood and tones of the brand through wording & writing style. Wording style should follow the characteristic of the brand & the product, so rhythm or not is doesnt really matter. The key point is to seize the readers attention by giving them something fresh. And a fresh idea doesnt come from thin air. Its a process of constantly updating references, analyzing and changing for improvement. Easy to read with rythm does not mean easy to understand and remember. ≒ Easy to read with rhythm. PROS CONS To improve is to change; to be perfect is to change often. 畛 hon thi畛n, ph畉i thay 畛i. 畛 hon h畉o, ph畉i thay 畛i th動畛ng xuy棚n. Winston Churchill
  • 9. The point of view on banks marketing in 2014Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 2014 息 20022015, Jodric LLP. 1716 www.Jodric.com KHNG NN CH畛 THI畉T K畉鐘 TH畉 Almost 90% of all the briefs for new credit card development projects that we received focused to a similar pointto design the most impressive card. From our point of view, how the card looksaestheticshould not be the starting point, we should set the highest priority for defining a clear product positioning which helps to direct the design. The design objectives should be promoting the unique selling proposition, targeting specific groups, telling them relevant stories. And finally, distilled and presented on the card. For that reason, its not just difficult but also inefficiency to start from the design. The process should be the other way around, good design is the result of the comprehensive understanding of the product. Khi tham gia vo c叩c d畛 叩n ph叩t tri畛n s畉n ph畉m th畉, g畉n 畉n 90% c叩c b畉n y棚u c畉u c担ng vi畛c m ch炭ng t担i nh畉n 動畛c 畛u t畉p trung vo m畛t i畛m duy nh畉t lm sao thi畉t k畉 m畉t th畉 th畉t 畉n t動畛ng. V畉n 畛 th畉m m畛 kh担ng n棚n l ti棚u ch鱈 畉u ti棚n 畛 叩nh gi叩, m i畛m quan tr畛ng l thi畉t k畉 n棚n t畉p trung th畛 hi畛n 畛nh v畛 c畛a s畉n ph畉m. N棚u 動畛c i畛m kh叩c bi畛t c畛a s畉n ph畉m, ph畛c v畛 nh坦m 畛i t動畛ng c畛 th畛, k畛 cho h畛 m畛t c但u chuy畛n c坦 li棚n quan. Cu畛i c湛ng m畛i c担 畛ng t畉t c畉 l畉i 畛 th畛 hi畛n tr棚n thi畉t k畉. V畉y n棚n r畉t kh坦 khi ph叩t tri畛n s畉n ph畉m th畉 l畉i i t畛 m畛t y棚u c畉u v畛 thi畉t k畉 m畉t th畉. Quy tr狸nh n棚n l ng動畛c l畉i, i畛m k畉t m畛i l thi畉t k畉. a card should not be designed
  • 10. The point of view on banks marketing in 2014Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 2014 息 20022015, Jodric LLP. 1918 www.Jodric.com M動畛n gi坦 b畉 mng c坦 l畉 l chi畉n thu畉t ph畛 bi畉n nh畉t 叩p d畛ng cho c叩c ch動董ng tr狸nh khuy畉n m達i trong nm v畛a qua. Tuy nhi棚n, mng kh担ng ph畉i l炭c no c滴ng d畛 b畉. B畛n i畛m n棚n c但n nh畉c tr動畛c khi tri畛n khai m畛t ch動董ng tr狸nh khuy畉n m達i: Qu t畉ng: 担i khi Apple l畉i l c董n gi坦 qu叩 l畛n, n坦 th畛i i lu担n c畉 th担ng i畛p c畛a s畉n ph畉m ch鱈nh ang qu畉ng c叩o. Ch炭ng ta kh担ng ch畛 ang qu畉ng c叩o mi畛n ph鱈 & c嘆n gi炭p Apple t畉o c董n s畛t khi h畛 動a ra s畉n ph畉m m畛i. C董 ch畉 trao th動畛ng: r炭t thm tr炭ng th動畛ng kh担ng c嘆n l h狸nh th畛c h畉p d畉n. B畉n th但n kh叩ch hng nghi ng畛 v畛 m畛c 畛 minh b畉ch. H畛 th鱈ch c畉m gi叩c 動畛c tham gia vo vi畛c ginh gi畉i ch畛 kh担ng ch畛 l mua r畛i ng畛i ch畛. Th畛i i畛m C畉nh tranh: trong 2 hay 3 th叩ng sau khi m畛t s畉n ph畉m 動畛c mong 畛i ra m畉t, c叩c ch動董ng tr狸nh khuy畉n m達i t畉ng s畉n ph畉m 坦 s畉 trn ng畉p th畛 tr動畛ng. G畉n nh動 kh担ng th畛 ginh 動畛c s畛 ch炭 箪 c畛a kh叩ch hng v畛i lo畉i th担ng i畛p na n叩 gi畛ng nhau nh動 v畉y khi h畉u h畉t c叩c ngnh hng 畛u tham gia. Qu t畉ng mang th動董ng hi畛u ri棚ng: 畛 tr叩nh 畉nh h動畛ng v畛 m畉t th動董ng hi畛u, m畛t vi ng但n hng 畉t ri棚ng t畉ng ph畉m. Tuy nhi棚n, 畛i v畛i m畛t s畛 ph但n kh炭c kh叩ch hng, h畛 畉c bi畛t ch炭 tr畛ng 畉n th動董ng hi畛u. Khi 動a logo hay mu s畉c th動董ng hi畛u vo t畉ng ph畉m ph畉i h畉t s畛c th畉n tr畛ng. N棚n 動u ti棚n cho ch畉t l動畛ng c畛a t畉ng ph畉m h董n l c畛 g畉ng c坦 動畛c m畛t logo th畉t to. RT THM TRNG TH働畛NG iPHONE 6 THNG I畛P KHUY畉N MI HI畛U QU畉 畉N U? Standing on the shoulders of giants might be the key strategy for all the promotion campaigns throughout last year. Unfortunately the giants shoulders were slippery sometimes. Four points to consider before launching a promotion campaign: ≒ The gifts: in some occasions, Apple products became a gigantic giant, he kicked the message of the main promoting product away. We were not just promoting Apple for free but also help them to create their products hype. ≒ Program mechanic: lucky draw is no longer attractive. The clients always question about the programs transparency. Moreover, even with a small gift, they want to participate in the process, not just purchase & wait. ≒ OccasionCompetition: in 2 to 3 months right after a hot product is launched, promotions arm with that product will dominate all the media channels. During that time, its extremely competitive to grab the consumers attention with that same bait. ≒ Branded gifts: a few banks ordered their own branded gifts to stay away from the giants shadow. Its a good approach to reinforce the brand positioning. However, this direction doesnt seem to work with affluent segment which is highly brandconscious. Brands color & logo must be used with extensive care. The objective should be linking the brand with an excellent usage experience rather than trying to have an asbigaspossible logo. Be a voice, not an echo. H達y th畛 hi畛n b畉n s畉c, 畛ng tr畛 thnh b畉n sao. Albert Einstein PROMOTION MESSAGE HOW EFFECTIVE? lucky draw!
  • 11. The point of view on banks marketing in 2014Nh狸n nh畉n v畛 marketing ngnh ng但n hng nm 2014 息 20022015, Jodric LLP. 2120 www.Jodric.com NGN HNG THN THI畛N.NGN HNG THN THI畛N. H達y so s叩nh s畛 l畉n m畛t ng動畛i trung b狸nh s畛 d畛ng ATM v s畛 l畉n h畛 vo chi nh叩nh giao d畛ch? V畉y n畉u mu畛n x但y d畛ng h狸nh 畉nh m畛t ng但n hng th但n thi畛n, t畉i sao ch炭ng ta l畉i b畛 qua vi畛c c畉i thi畛n h畛 th畛ng ATM hi畛n nay v畛n r畉t kh担ng th但n thi畛n ti畛n d畛ng. 畛 bi ch炭ng t担i 畉t ra l kh担ng thay 畛i ph畉n c畛ng (s畛 d畛ng ATM hi畛n c坦), ch畛 c畉i thi畛n giao di畛n & t畉n d畛ng l畛ch s畛 giao d畛ch nh畉m t畉o cho kh叩ch hng c畉m gi叩c ng但n hng hi畛u h畛 h董n. V畉N 畛 Nhi畛u m畛c th担ng tin kh担ng c畉n thi畉t ho畉c r畉t 鱈t khi 動畛c s畛 d畛ng, nh動 t畛 thi畛n ho畉c r炭t 10.000 . Kh叩ch hng ch畛 c坦 1 ti kho畉n v達ng lai, nh動ng l炭c no c滴ng ph畉i ch畛n 1 trong 4 lo畉i ti kho畉n. G畉n gi畛ng nh動 thi tr畉c nghi畛m tr鱈 nh畛 c畛a kh叩ch hng. Thao t叩c kh担ng thu畉n ti畛n, th動畛ng ph畉i l畉p i l畉p l畉i. V鱈 d畛 nh動 r炭t s畛 ti畛n v動畛t s畛 d動 trong ti kho畉n, ph畉i tr畛 l畉i t畛 畉u. V狸 xem s畛 d動 動畛c t叩ch ri棚ng thnh m畛t m畛c. Simplicity is about subtracting the obvious, and adding the meaningful. 畛 畉t 畉n s畛 董n gi畉n, h達y lo畉i i nh畛ng y畉u t畛 hi畛n nhi棚n, th畛a th達i, v th棚m vo nh畛ng ch畛c nng h畛u 鱈ch v畛i kh叩ch hng. John Meada, Thelawsofsimplicity GI畉I PHP D畛a vo l畛ch s畛 giao d畛ch s畉 gi炭p 動u ti棚n s畉p x畉p c叩c m畛c th担ng tin theo th畛 t畛 m kh叩ch hng quan t但m nh畉t. 畛ng th畛i gi炭p 董n gi畉n ho叩 giao di畛n b畉ng c叩ch gom c叩c ch畛c nng 鱈t khi 動畛c d湛ng l畉i thnh m畛t nh坦m. Gi畉m s畛 l畉n nh畉n n炭t, 畛 r炭t ng畉n th畛i gian s畛 d畛ng. Ti棚u ch鱈 quan tr畛ng khi 叩nh gi叩 gi畉i ph叩p l kh叩ch hng kh担ng c畉n ph畉i suy ngh挑 畛 t狸m m畛t th担ng tin no 坦 tr畛c quan, sinh 畛ng. Figuring the ratio between the number of times an average customer had been using ATMs, to the times he been to branches in a year. Its quite obvious that he had spent more time at the ATMs. So in the progress of building a friendly bank, why dont ATMs have a higher priority? Because we use those unfriendly ATMs everyday. We started with a condition is to keep the current machines, just to improve the interface and maximize the users usage historyto give the customers a sense that were kind of understand them. SITUATIONS ≒ There are buttons that rarely used, e.g. charity donation or withdrawing 10,000 VND ≒ Even you have only 1 current account, always being asked to select it from 4 other kinds of accounts. Its kind of a memory test. ≒ Multiple clicks are required to complete a transaction. In case the withdrawal is over the balance, the process start all over. The balance is displayed in a different section. Its inconvenient and a total waste of time. SOLUTIONS ≒ Based on the transaction & usage history, we can prioritize the sections in order of most frequent use. Grouping the others to simplify & clean the interface. ≒ Study the users behavior to reduce the number of clicks. ≒ The ultimate goal is not let the users have to think when they need to find something. friendly bank
  • 12. 22 www.Jodric.com 01. 息 20022015, Jodric LLP. All rights reserved. 02. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without permission in writing from the publisher. Jodric LLP. 動畛c thnh l畉p vo nm 2002. Ch炭ng t担i 畉c bi畛t t畉p trung vo vi畛c 動a ra c叩c gi畉i ph叩p sale & marketing dnh cho ngnh ng但n hng, ti ch鱈nh, b畉t 畛ng s畉n & x但y d畛ng t畉i Vi畛t Nam. Established in 2002, Jodric LLP is a limited liability partnership firm focusing on providing sales & marketing solutions for banking, finance, property development & construction sector in Vietnam.
  • 13. www.Jodric.com Th叩ng 01 nm 2015. Thnh ph畛 H畛 Ch鱈 Minh, Vi畛t Nam.