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    The Art of Marketing and PR
    The Art of Marketing and PR
    The Art of Marketing and PR
    Ebook83 pages53 minutes

    The Art of Marketing and PR

    By Pacharee Pantoomano-Pfirsch and Kittima Sethi

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    About this ebook

    The Art of Marketing and PR

    Giving You Effective Tools to Build Your Brand and Make Your Business Grow

    Marketing and PR is like an art and takes years of experience to master. Pacharee Pantoomano and Kittima Sethi are passionate, driven and creative Marketing and PR consultants who will guide you in mastering this art. Through a combined 40 years of real life experiences and expertise, the authors will share Marketing and PR tips, tactics and best practices to help you grow your business.

    What you'll learn:
    •How to create a successful PR event
    •How to craft a great marketing plan
    •Finding your USP
    •Tip on growing your brand with effective PR
    •How to succeed in multicultural markets
    •And much, much more

    This free e-book is a compilation of articles by the authors that have written over the years on a wide range of topics within the fields of marketing and public relations drawn from years of extensive professional experience, knowledge and expertise working with local and multinational companies.
    After all, the principles of marketing and PR remains the same universally, but is adapted to fit the cultural and behavioral norms in various domestic and international markets.
    So whether you are a marketing or PR professional or an entrepreneur looking for some advice, these articles will provide you with many tips and tools that you may use on your next marketing or PR campaign to make your business thrive.

    About the experts

    Pacharee Pantoomano and Kittima Sethi come from a multicultural background and are the energetic hearth and soul of Brand Now, a boutique Marketing and PR agency based in Bangkok with a combined 40 years of experience working with several local and multinational companies across the world. They are on a mission to help businesses grow and are constantly looking for innovative and cutting-edge strategies to improve their skills in Marketing and PR to help clients. When out of the office, you can find them with their families, being involved in various community and social projects, attending personal growth seminars or spreading positive energy during their networking events.

    Some of their clients include Pepsi Co, Merck, Electrolux, GrabTaxi and Viber. Working with such multicultural brands has strengthened and broadened their understanding of what clients are looking for and the importance of effective communication in marketing and PR.

    LanguageEnglish
    PublisherBrand Now
    Release dateJan 21, 2015
    ISBN9781311545220
    The Art of Marketing and PR
    Author

    Pacharee Pantoomano-Pfirsch

    An international marketing and communications professional with over 20 years experience, Pacharee delivers winning solutions for some of the world’s most influential brands. From brand management to direct marketing to internal communications and community relations, Pacharee’s proven expertise and solid grasp of market communications come together with stellar results – leading-edge marketing strategies for her clients around the globe.

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      Book preview

      The Art of Marketing and PR - Pacharee Pantoomano-Pfirsch

      The Art of Marketing and PR

      By Kittima Sethi & Pacharee Pantoomano-Pfirsch

      Smashwords Edition

      Smashwords Edition, License Notes

      Thank you for downloading this e-book. This e-book remains the copyrighted property of the author, and may not be redistributed to others for commercial or non-commercial purposes. If you enjoyed this e-book, please encourage your friends to download their own copy from their favorite authorized retailer. Thank you for your support.

      Copyright 2015, Kittima Sethi & Pacharee Pantoomano-Pfirsch

      Table of Contents

      Preface

      Chapter 1: Brand Experience

      Chapter 2: Company Culture's Impact on its Brand

      Chapter 3: Creating a Successful PR Event

      Chapter 4: CSR...More Than Window Dressing

      Chapter 5: Cutting Through the Clutter with Guerrilla Marketing

      Chapter 6: Diversification and Entering New Markets

      Chapter 7: Donuts or Tires

      Chapter 8: How Product Placement Works

      Chapter 9: How to Plan a Successful Marketing Campaign

      Chapter 10: Identifying Your Company's Brand Ambassador

      Chapter 11: Importance of Media Training

      Chapter 12: It's Cheaper to Keep 'Em

      Chapter 13: Languages of Love

      Chapter 14: Maximizing Your Media Coverage

      Chapter 15: Media Relations

      Chapter 16: The Psychology in Marketing

      Chapter 17: Using Press Releases to Keep Your Company in Sight

      Chapter 18: What's the Difference: PR vs Advertising

      Chapter 19: What's Your USP?

      Chapter 20: Word of Mouth

      Pacharee Pantoomano-Pfirsch

      Kittima Sethi

      More About the Authors

      Preface

      Thank you for downloading the e-Book The Art of Marketing and PR

      We have enjoyed creating this e-book and are happy that it has caught your attention.

      This e-book is a compilation of articles that we have written over the years on a wide range of topics within the fields of marketing and public relations drawn from years of extensive professional experience, knowledge and expertise in this industry in Thailand.

      Whether you are a marketing or PR professional or an entrepreneur looking for some advice, we hope the articles will provide you with some tips and tools that you may use on your next marketing or PR campaign to make your business thrive. Most of the examples we have provided in our articles are related to our experiences in Thailand and we hope you enjoy reading them. After all, the principles of marketing and PR remains the same universally, but is adapted to fit the cultural and behavioral norms in various domestic and international markets.

      Brand Experience

      By Pacharee Pantoomano-Pfirsch

      My family and I just spent the day at Disneyland Paris. I’ve been to several Disney parks in the past, but this was one of the most exciting trips for me because it introduced our little girls to the enchanted kingdom. I have to say Mickey and Minnie lived up to their promise and made it magical. Visiting Disneyland Paris is more than just a day’s entertainment for me. Disney and all the characters bring back the innocent years where an elephant can fly and a princess lives happily after with her prince.

      When we got back to our hotel, I reflected upon the brand experience I have had with Disney through the years. When I was a kid, there were the traditional Disney cartoons on TV. These were reinforced by other touch points such as a Disney character in a Happy Meal and a Disney puzzle in a cereal box. I had countless t-shirts and shorts with Disney characters. As I got older and outgrew the cartoons, I watched Disney movies. These ranged from Roger Rabbit to Pirates of the Caribbean.

      A brand experience is produced when the consumer engages the brand and both are active participants. Marketers have long recognized the importance of creating deeper consumer and shopper engagement. In the recent years, Effie Worldwide created a new category for its award; the brand experience category is the most-entered in its entire competition since its inception in 2009.

      The 2011 winners of the brand experience category were Starbucks and Old Spice. Starbucks took a social approach by emphasizing its role in the community and igniting community action. The campaigns ranged from voting and getting a free cup of coffee to donating part of its sales to the Red Charity which fights AIDS in Africa. The P&G Old Spice brand was much more playful and light hearted. Leveraging on the The Man Your Man Could Smell Like advertising campaign which went viral on social media, the P&G team and its agency filmed 186 responses to fans and celebrities via youtube.com in real

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