Transcript Haier presentation f..

Open2Europe presentation for Haier
Wednesday, 9th September, 2009.
IFA, Berlin
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Open2Europe overview
PR tools
Speed Shopping
Digital Communication
Crisis Communication
Haier 25th anniversary
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Open2Europe overview
PR tools
Speed Shopping
Digital Communication
Crisis Communication
Haier 25th anniversary
A unique Partner
 Open2Europe is a European communication agency that was created in the year 2000. Comprising over 25 nationalities, all our
consultants are based at the company headquarters in Asnières-sur-Seine.
 The agency is dedicated to supporting your communication strategy and to creating and building on your brand image in France and/or
Europe, in a coherent and consistent way.
Open2Europe is a multisectorial agency that covers five specific market sectors : New Technologies, Sustainable Development,
Corporate Communication, Beauty and Tourism.
Our services reinforce your communication strategy and strengthen your company development. Our key activities can be broken down
into seven departments :
Press and Public
Relations
Lobbying
Media
Training
Media
Buying
Corporate
Communication
Translation
Service
Open2Europe
- 40% growth on average per year
- + 25 nationalities
- 80 current clients
Business
Development
OpenActions,demonstrating our creativity
Communication is a long term investment that requires careful planning and a constant flow of
news. To launch a product, increase market presence and strengthen positioning, Open2Europe
offers its clients four PR actions.
OpenActions: a range of creative, transversal events that allow journalists and companies to make the most of our
client portfolio. By drawing on our clients’ complementary market sectors, Open2Europe can effectively promote their
products, services and expertise to highly targeted press groups.
Speed Shopping
ThemaTIC
OpenTourEurope
OpenShow
Objectives
Launch / Increase market
presence of your
products !
State your case!
Open2Europe invites
journalists on your
behalf !
Show yourself !
Context
Showroom
Roundtable
Press Tour
Trade Fairs
Target Press
•Lifestyle Press
•Specialist Press
•Vertical Press
•Professional Press
•General Interest Press
•Specialist Press
•Professional Press
•All press types
•Specialist Press
•Professional Press
Contents
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Open2Europe overview
PR tools
Speed Shopping
Digital Communication
Crisis Communication
Haier 25th anniversary
Creative PR tools - B2C
Sales target :
Press target :
Media :
Diffusion :
Objective :
Challenge
Potential audience :
Mass market
Home, cooking, lifestyle, women’s interest, men’s interest…
Print/TV/Radio/Internet
National and regional
Provide support to boost local market sales
Remove the connotation of the product being ‘Made in China’
Home-makers, young professionals, seniors…
Press tools to reach journalists in the consumer press
Press releases (product announcements)
Teasers (use one of the key messages to promote a product)
Lifestyle pitches (use the PR calendar to promote a product, for instance Christmas)
The Did You Know?(explaining the use of a product in a simplified, factual document)
Special features (anticipate upcoming features and position Haier products)
Photo shootings (necessary for lifestyle magazines)
Recommended press actions
Press tour (one to one meetings with journalists)
Press workshops (mini event to explain a product to the consumer journalists)
Speed Shopping (Open2Europe consumer event)
Bloggers & forum actions
Consumer shows (IFA…)
Contents
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•
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Open2Europe overview
PR tools
Speed Shopping
Digital Communication
Crisis Communication
Haier 25th anniversary
Reaching the consumer press
Cover the Christmas special features & boost your sales!
Created in 2005, Speed Shopping™ is a bi-annual
event reserved for the media and organised by the
Open2Europe PR team. Summer topics are
showcased at the March event and winter or
holidays themes are featured at the September
session. The objective is to make sure that our
clients’ products appear in the special features.
An original Open2Europe concept, Speed
Shopping is a one day event designed to use our
expertise to showcase your products to more than
200 journalists from the general consumer and
specialist press.
8th edition of Speed Shopping
23rd September 2009
Everything you need for Christmas!
Clients’ objective : Placement of their products
in the special features planned for the
Christmas period.
Journalists’ objective : Find as many ideas as
possible to cover the special features.
Open2Europe’s objective : Enjoy the
opportunity to meet with journalists to
maintain our excellent contacts.
Contents
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Open2Europe overview
PR tools
Speed Shopping
Digital Communication
Crisis Communication
Haier 25th anniversary
Digital Communication Offer
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Social Networks
Video PR
Blogs
Forums
Social Networks
Everybody has heard of Facebook, Twitter, Linkedin… but how can companies take full advantage
of these social networks to promote their products and brand image?
Our expertise & your products
Step 1: Choose one social network through which you would like to communicate (our
suggestion: Facebook)
Step 2: Create your (complete) profile
Step 3: Generate buzz (our know-how)
Many companies and, above all, the general public have heard of or already work with social
networks. However, it is important not to forget image sharing platforms such as flickr, or video
sharing platforms such as YouTube or DailyMotion.
Creating a buzz using social networks
(Example: Facebook)
Simply creating a profile isn’t enough. It’s important to remain visible at all times by regularly updating your
profile page.
Example 1: A product launch.
Create an event based around the launch
Invite your ‘fans’ to the event
Organise an Online competition to win one of your products or offer special price reductions to your ‘fans’ over
a defined time period
Example 2: Get one of your ‘fans’ to test the product.
Create an event based around the product test
Invite your ‘fans’ to participate
Get one of your ‘fans’ to test the product and to write a comment on your profile page
Example 3: Give your ‘fans’ exclusive information.
Pamper your ‘fans’ by giving them access to special offers
Communicate through Facebook before communicating with the press
The press will quickly hear the news either through your Facebook page or by your more traditional PR tools
(press release…) at a later date
The key to creating consistent buzz on your social network is to constantly update your page and to follow what
your ‘fans’’ are saying.
Video
Technology today enables us to communicate through various medias (video, audio and mail)
Open2Europe has created a department called PRo Video that takes PR to a whole new level.
Our digital communication programme uses video to:
Create press releases
Create invitations
Create pitches (for the press)
Create teasers
Create case studies
Send and reference videos on YouTube and DailyMotion.
Blogs and Forums
Significant experience of the various online communication tools:
Open2Europe was created during, and in line with, the boom in the dot.com era and
we pride ourselves on how we work with the latest state-of-the-art interactive media.
Today, Open2Europe offers a full and comprehensive digital communication service:
Online press
Our team works with all kinds of online media on a daily basis (websites, newsletters...)
Blogs
Over the years, Open2Europe has developed privileged relationships with a network of key
bloggers from various fields of expertise
Forums
Open2Europe is aware of the importance of forums for the image of a company
Forum monitoring - we can offer you a unique opportunity to keep a close eye on your strategic
forums on a European scale
Contents
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Open2Europe overview
PR tools
Speed Shopping
Digital Communication
Crisis Communication
Haier 25th anniversary
Crisis Communication 1/4
•Problem:
“ According to the complaint filed in the United States District Court for the Southern
District of New York, Haier offers products in the United States, such as digital
television sets, without having entered into licenses with the individual patent holders
or portfolio licenses offered by MPEG LA.
The suit seeks, among other things, monetary damages and an injunction prohibiting
Haier from using these patents in its products and from offering, marketing, or
importing them”.
(Source: PRSafe Newswire, 18th August, 2009)
•Challenge:
Damage control! Re-establish company credibility, reassure shareholders and
customers, quash any rumors surrounding the complaint.
Crisis Communication 2/4
Most corporate crises consist of three phases: Emotion. Controversy. Explanation. Good, clear
communication is key to handling the situation professionally.
First step: Immediate company reaction. Put a stop to any potential rumours by facing the press:
Press conference for serious crises (e.g. Recent Air France AF 447 crash) or, press release /
statement for less 'important' issues. REACTIVITY!
•Next steps: Keep the press informed of new developments. With the emergence of Web 2.0,
news can be transmitted and spread at the speed of light. Use the company website as a means
of keeping the press informed - without issuing new releases / statements. Try to dilute the
controversy by 'facing the music'.
Possiblity: Organise ONE interview with a key business publication/newspaper (e.g. La Tribune for
France) to explain your company position. Involve your press officer at every stage of the
discussions. EXTERNAL COMMUNICATION!
•Present a united corporate position. Forbid employees to speak to the press and only use one
or two senior spokespeople who have already been media trained. INTERNAL
COMMUNICATION!
Crisis Communication 3/4
Successful handling of a corporate crisis involves:
•Plenty of detailed groundwork before the crisis explodes.
ANTICIPATION!
•Media Training for key spokespeople. PREPARATION!
Crisis Management media skills 4/4
Effective messaging in a crisis
Nothing beats being well prepared for an unexpected or critical situation. And with the eyes of the media resting
upon you, getting the message right - first time - is essential. Our damage limitation media support will show you
how to effectively handle interpersonal relations with the media and eliminate potential public relations disasters.
What’s covered
Planning your message before a crisis strikes, what your audience expects
from you, how to prepare for an interview, how to defend tough, unpopular
positions, how to handle hostile reporters, how to turn negative questions
into positive responses, how to recognise and sidestep negatively-charged
questions...
Course options
Training is provided for individuals or a maximum of five participants.
One day course (comprises theory and practical sessions*)
One and half day course (comprises theory and more in-depth practical sessions*)
Copies of all interviews will be offered on DVD or CD-rom.
* Please note, participants will be filmed.
Contents
•
•
•
•
•
•
Open2Europe overview
PR tools
Speed Shopping
Digital Communication
Crisis Communication
Haier 25th anniversary
PR Proposal 1 - Germany
Advent Calendar:
Consumer angle:
Communication in the 5 top German cities (Berlin, Hamburg, Munich, Cologne, Frankfurt).
Project a huge advent calendar on a centrally located building facade in the form of a fridge.
Each day, a window opens and a different product of Haier is presented.
Objective: To gain maximum attention and to position Haier as an innovative, creative
brand.
Press angle:
Communication to journalists with an online advent calendar from December 1st to December
24th. The journalist will click on the number each day and inside there will be a link to a webpage
with a positive ‘news piece’ dating back from 2009 to 1985. On the last day, the good news will
be the “creation of Haier”.
Objective: Contact the journalists with a ‘light’ and ‘fun’ mail on a regular basis. Generate
curiosity around Haier and its anniversary.
PR Proposal 2 - Germany
Haier on (Press) Tour
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Organisation of an original press tour to all main publishing houses – in a mobile
home!
Instead of visiting the editorial teams, the journalists will visit Haier in the luxury
mobile home, equipped with the 3D fridge, preferably with a video recording
function.
The journalist simply has to step out of the office, have a glass of champagne and
help himself to some finger food.
This will lead to a personalised contact with the journalists – in a cosy, informal
and original context close to the office, but far away from the daily stress!
Objective: learn more about Haier and celebrate the company’s 25th anniversary.
PR Proposal 3 - Germany
Corporate and Social Responsibility
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To celebrate the 25th anniversary this year Open2Europe suggests that Haier gives away 25
fridges to orphanages, charity organisations, summer camps etc. Open2Europe will
communicate on the initiative as part of the Corporate Communication plan.
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Try to establish partnerships with organisations such as Unicef.
Creative PR Proposal 4 - Germany
Cook with Haier!
Open2Europe suggests collaborating with a famous TV cookery
programme in Germany, where Haier could take part as a sponsor.
Haier could offer several fridges to the TV channel, which will be seen
in the background, and the company will be mentioned as the official
sponsor to mark the occasion of their 25th anniversary.
Creative PR Proposal 5 - Germany
Merry Christmas with Haier!
Open2Europe could organise a large cocktail event for Christmas in some of the most
important German cities.
We will place old and current Haier fridge models in the street and a Santa
Klaus will offer passers-by a glass of champagne to celebrate Christmas and Haier’s 25th
anniversary. Santa Klaus will give people a ticket which will allow them to take part in a
raffle to win the latest model of one of Haier’s fridges.
Open2Europe Contacts
Vice President
Regional Manager D-A-CH
Emma KEENAN
Sigrid FANDREY
Tel. : +33 1 55 02 14 59
Tel. : +33 1 55 02 14 62
E-mail :
E-mail :
[email protected]
[email protected]
Business developper
Open2Europe
Li Zhenyu
63/65 avenue Gabriel Péri
Tel. : +33 1 55 02 14 70
92600 Asnières-sur-Seine
E-mail : [email protected]
www.open2europe.com