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Tiêu đề KẾ HOẠCH IMC CHO SẢN PHẨM SÁCH NÓI SOK
Tác giả Võ Ngọc Vân Khánh, Nguyễn Doản Phước, Phạm Quang Hiếu, Trần Nguyễn Quốc Trung, Trịnh Thanh Long, Tạ Thị Ngọc Anh
Người hướng dẫn NGUYỄN TRẦN CẨM LINH
Trường học ĐẠI HỌC QUỐC GIA THÀNH PHỐ HỒ CHÍ MINH
Chuyên ngành QUẢN TRỊ TRUYỀN THÔNG
Thể loại Báo cáo giữa kỳ
Thành phố Thành phố Hồ Chí Minh
Định dạng
Số trang 47
Dung lượng 7,96 MB

Cấu trúc

  • 1. MARKET OVERVIEW (5)
    • 1.1. World’s audiobooks market (5)
    • 1.2. Vietnam’s audiobook market (7)
    • 1.3. Vietnam publishing market (9)
  • 2. COMPETITORS ANALYSIS (12)
    • 2.1. Competitors overview (12)
    • 2.2. Platform (15)
      • 2.2.1 Platform to identify competitors (15)
      • 2.2.2 Platform to identify primary and secondary competitors (16)
    • 2.3. Analysis of SOK Fanpage compared to competitors (18)
      • 2.3.1. Fonos (18)
      • 2.3.2. SOK (22)
    • 2.4. Analysis of SOK Google channel compared to competitors (24)
      • 2.4.1. Fonos (24)
      • 2.4.2. SOK (26)
  • 3. BRAND ANALYSIS (26)
    • 3.1 About SOK (26)
    • 3.2. SWOT (28)
  • 4. CUSTOMER ANALYSIS (29)
    • 4.1. Consumer behavior trends and directions of SOK (29)
    • 4.2. Source of growth (30)
    • 4.3. Target audience profile (31)
    • 4.4. Customer journey (33)
    • 4.5. Customer Insight (35)
  • 5. STRATEGIC APPROACH (36)
    • 5.1. Brand goal (36)
    • 5.2. Brand role (36)
  • 6. CREATIVE APPROACH (37)
  • 7. DEPLOYMENT PLAN (37)
  • PHASE 1: ATTENTION (38)
    • 7.1. KEY HOOK: Viral Video: “SOK cùng bạn bứt phá” (38)
    • 7.2. Storyline (38)
    • 7.3. Supporting tactics (39)
  • PHASE 2: ENGAGEMENT (40)
    • 7.3. KEY HOOK: Event “Tủ sách cho người bậ ộn” n r (40)
    • 7.4. Supporting tactics (40)
    • 8. ESTIMATED (43)
      • 7.1. Timeline (43)
      • 7.2. Budget (44)
      • 7.3. KPIs (44)

Nội dung

World’s audiobooks market According to the Audio Publishers Association, audiobook sales in this country will reach $1.3 billion in 2020, audiobook download sales will increase by 15.6%

MARKET OVERVIEW

World’s audiobooks market

According to the Audio Publishers Association, audiobook sales in this country will reach $1.3 billion in 2020, audiobook download sales will increase by 15.6% in 2021, reaching 659 million dollars Similarly, strong growth statistics are also reported in Russia, Germany, Spain, and China The British newspaper The Guardian also acknowledges that 2020 is a boom year for the audiobook industry

After analyzing the global audiobook market and studying it in more detail in 20 countries, Omdia has shown the future forecast of audiobooks in 2026 The global sales figure could increase to 9, $3 billion comes with a compound annual growth rate of 13.9% and monthly audiobook users in the range of over 337 million Prominent in the market can be mentioned some big companies such as Audible (under Amazon), RBmedia (US company, acquired many other independent audiobook companies), Playster, Apple Books, Storytel (Sweden), Himalayas (China)

Ximalaya, a prominent player in China's audiobook industry, has experienced a surge in sales over the past three years With $176 million in revenue during the first quarter of 2023, Ximalaya has achieved a 65.2% increase over the same period last year Notably, in 2020, the company reported a revenue of $626 million, representing a significant 51.3% growth compared to 2019 These impressive financial results underscore Ximalaya's dominance in the Chinese audiobook market.

Storytel is a leading audiobook and ebook platform in the world which is located in Sweden As a direct competitor to the American platform Audible, Storytel is now present in 25 countries such as Brazil, India, Israel, Spain, and Korea with a total of more than 1.7 million subscribers (in which Northern Europe accounted for more than 1 million) According to the latest report, Storytel's revenue in the first quarter increased by 35% compared to the same period in 2021

It can be seen that audiobooks are a new trend that will develop strongly in the future Currently, this market is still new, and the opportunity to take advantage of this

Vietnam’s audiobook market

“The Vietnamese market has conditions that are considered to be sufficient for the development of audiobooks Internet connectivity is ubiquitous, the number of smartphone users is increasing, and the time spent on various types of content is increasing” said Mr Le Hoang Thach - General Director of Voiz FM Company

The Vietnamese audiobook industry is experiencing a surge in growth, mirroring the global trend The country boasts a vast potential market with over 90 million people, 56% of whom are under 35 years old—the demographic with the highest demand for audiobooks (Statista) Moreover, Vietnam ranks second in Southeast Asia in terms of smartphone user penetration.

2020 with 61.3 million smartphones (according to Statista);

Amidst Vietnam's rapid urbanization and fast-paced lifestyle, the audiobook market is experiencing a surge in popularity Its growth is driven by the convenience and flexibility it offers, allowing users to seamlessly integrate knowledge acquisition and entertainment into their daily routines While the market remains nascent, its potential is vast, as people seek ways to expand their knowledge and stay informed on the go.

According to a survey by We Are Social, in the Vietnamese market, nearly 30 million people have a habit of listening to Audio Content online (audiobooks, podcasts, radio) It is not a small number, so audiobook production units do not hesitate to invest in their products One of the remarkable advancements of audiobooks is keeping up with paper books, which is enough to meet the needs of users

Despite the strong potential to grow in the future, the volume of the audiobook market in Vietnam is still low compared to the Asia region and the world Enterprises in this field have not yet been centralized, leading to a small market value At the same time,

4 technological limitations have led to the cost of producing manual audiobooks becoming many times more expensive than printed books

However, in the ongoing digitization trend in the publishing industry, especially, the epidemic crisis has been a "push" for reading to fundamentally change, young people realize that audiobooks are a convenient form of reading, not only for entertainment but also for the acquisition of knowledge On the other hand, publishers and book companies that have difficulty in publishing paper books have also found new directions Some units have joined hands with partners to develop the available resources for their own books

Despite its modest size, the audiobook market in Vietnam is experiencing rapid growth due to the nation's rapid pace of life within a developing economy The demand for accessible knowledge and information updates drives the market's expansion Technological advancements in audio production and distribution, coupled with publishers embracing digital content, serve as catalysts for the audiobook industry's continued development.

Despite the recent recognition of audiobooks in Vietnam, the industry has faced significant challenges for over a decade Piracy remains a major obstacle, with parallel applications and user-uploaded content on platforms like YouTube hindering the growth of legitimate channels Additionally, the market remains relatively small and consumers are not accustomed to paying for content, further contributing to the slow adoption of audiobooks in the region.

- Demand for audiobooks has increased significantly

- The audiobook market is growing in Vietnam

- Update trends in the world, access audiobook technology quickly

Vietnam publishing market

Severely affected by the covid 19 pandemic, Vietnam's book publishing market is likened to a spring that is compressed and waiting to be released, according to Nguyen Nguyen, director of the Department of Publishing, Printing and Distribution, Ministry of Information and Communications According to the Vice President of the Vietnam Book Publishing Association, if that spring is released, the growth momentum will increase by 5-6%

Total revenue of the whole industry reached more than 2,996.6 billion VND (up 12.4%); paid more than 260.7 billion VND to the state budget (up 71.7%); profit (after tax) reached 384.2 billion (up 80.7%)

By the end of December 31, 2021, the total number of publications deposited was 32,948 (decreased by 9%); the number of copies of the book made was 400 million (decreased by 0.7%)

In the first 9 months of 2022, Fahasa recorded revenue of VND 3100 billion (even though 80/117 bookstores in the first 6 months of 2021 have closed, the revenue in April and May is almost zero), year-end target revenue expected 3500 billion Gross profit increased 3.3 times to 301 billion VNĐ Revenue from e-commerce floors increased 3 times compared to 2019, net profit reached 18.2 billion VND

Revenue of Phuong Nam bookstore in the first 9 months of the year reached VND

518 billion, and profit after tax reached VND 17.4 billion

Revenue of Nha Nam Bookstore only reached VND 105 billion, down 23% compared to the plan of VND 130 billion (have to close 6 bookstores)

• 700,000 to 1,000,000 new titles appear each year However, half of these are self-published and have sold only a few copies

● Sales from bookstores account for $9 billion in total book sales in 2021

● 50% of all published books are related to education and science

● U.S book sales in 2021 will reach $27.9 billion with the publication of 825.8 million copies

● Each person spends 16.64 EURO on reading books

● The world book market valuation in 2022 will reach $138.3 billion (annual CAGR of 1.9%)

● Of which, ebooks accounted for 12.32 billion USD

● North America contributes the most to the global publishing market with more than 32.9% in 2021 (with approximately 2,600 book publishers)

- The response of businesses during and after the Covid-19 pandemic is often the cause of their continued growth or decline

- In Asia in general and Vietnam in particular, books are still preferred to be translated into the language of that country over European and American countries

- Businesses are increasingly interested in digital transformation and applying technology to books

COMPETITORS ANALYSIS

Competitors overview

Brand Fonos Waka 4.0 Mydio Spontaneous audiobook channels

Brand’s claim Knowledge and inspiration for busy people

Read in style with eBooks

• Outstanding features: book summary, music the theme, no ads

• Website with youthful, eye- catching UI,

• Can download and listen to books offline

• Has a forum of 3.5 million readers

• CH Play: rate 3.4/5; >1 million turns load

• CH Play: rate 3.0/5; >10 thousand Downloads

• Diverse, rich free book resources

• Can download and listen to books offline

Disadvantages • Fees are higher than other audiobook platforms

• Limited number of books and ebooks compared to competitors

• Bad user experience, frequent crashes

• Not many best-selling, famous books

• Frequent errors cannot read books and the interface is not appreciated

• The interface is not eye- catching

• Must pay to listen, no free version

• No investment in terms of quality sound volume

• Can choose to buy any 1 audiobook

• Most types of e-wallets, international cards and domestic, SMS Right:

Unlimited reading of books package:

- Increasing the expansion of payment methods, especially electronic payments, making it easy for users to register

- Optimize the user interface and experience to minimize customer complaints about the product

- Diversify and regularly update books for readers, especially famous ones

- Provide consumers with free trial packages to avoid negative comments when users sign up for products

- In addition to the above competitors, there are other smaller audiobook platforms such as TK Books, AudioAZ, TuneFM, In particular, Spotify is the most prominent podcast utility platform on the market today

- Besides, digital channels of book publishers such as Skybooks, Phuong Nam Book, also have categories.

Platform

Brand SOK Fonos Waka 4.0 Mydio Spontaneous audiobook channels

Social Social Social Social Social

12 Nhận xét Focus on popular media channels

- Haven't invested in other channels yet

- Haven't invested in other channels yet

- Waka, Mydio has unattractive content; no high engagement; does not focus on specific customers

- Fonos has the most comprehensive recognition across most digital channels, high interactivity, and stability than its competitors

- In fact, spontaneous audiobook channels on social networks have higher recognition among current audiobook users

→ The main competitor is Fonos, the main competitor is spontaneous audiobook channels on social networks

→ SOK needs to create a communication campaign to increase awareness and offer its strengths related to “copyrighted audiobooks” so that users can choose SOK instead of pirated audiobooks or competitors

2.2.2 Platform to identify primary and secondary competitors

• The interaction efficiency is not high

• The interaction is not high

• Content: Read excerpts from books, talk shows, podcasts, and attractions,especially the playlist Thai Van Linh Book

• Content: Read the entire book

PR cafef.vn, listennotes.com, nhandan.vn, tiki.vn x

TikTok x Many videos, diverse genres

Spotify A large number of audiobook excerpts, diverse genres

A large number of audiobooks, diverse genres

• Diverse communication channels, but the communication efficiency is not high compared to the main competitor - Fonos

• SOK needs to focus its content on several media channels aimed at the target audience such as TikTok and Facebook

→ SOK needs to focus on communicating the concept of "copyrighted audiobooks" and the product's USP, which is to develop the sound and voice of the application to help consumers experience the best

As such, the SOK needs:

• Select and focus on developing a few key channels - touch points reach the most target audience

• Create a breakthrough, demonstrate its strengths compared to competitors, and become the leading brand representing "copyright audiobooks" through communication and marketing activities.

Analysis of SOK Fanpage compared to competitors

- The main communication channel is the Fonos Fanpage

- It has over 26,000 likes and 28,000 followers

- Interaction of posts is uneven, with about 10-300 + reactions/posts

- About 20-25 posts per month, 5-7 posts per week

Although SOK fanpage is still newly created but we already have:

- Post-interaction is even, with about 40-80 reaction /post

- We plan to have 14-15 post / month and about 3-4 post / week

- The content pillars and angles deployed by SOK are more well-groomed, spectacular and the post-interaction is relatively even, higher than Fonos

- Angles tend to be repetitive, and haven’t used KOLs' images to promote as much as Fonos

→ SOK is in need of new and more influential communication activities to increase brand awareness with new customers

Analysis of SOK Google channel compared to competitors

According to Similarweb in September 2022, we found:

- The majority of website visitors belong to the GenZ generation aged 18-24 (52.01%)

- More than half of website traffic comes from keyword searches on Google

- Searches for fonos.vn are mainly organic searches with top keywords such as fonos, audiobook fonos, …

- Regarding Social Media, Fonos accounts for a lot of traffic from the Youtube platform, followed by Facebook and Linkedin

Our website SOK.vn is currently being initialized, hindering Google from collecting sufficient data for analysis Nevertheless, we envision SOK.vn as a robust promotional and sales platform By leveraging channels that Fonos overlooks, we aim to execute communication campaigns that effectively raise brand awareness and establish SOK.vn as a key channel alongside our primary channel.

BRAND ANALYSIS

About SOK

Explain: the sound of knowledge

Brand Claim: Wisdom is audible

Mission: Use sound to spread useful knowledge widely in the world

Key message: hear deeply, know widely

Wide range of content: Over 2,000 copyrighted audiobooks & podcasts Especially best-selling titles of various genres: classic books, literature (domestic and foreign), history, children, business-start-up, soft skills,

Prestigious partners: First News, Nha Nam, Alpha Books, Kim Dong, Along with authors Nguyen Nhat Anh, Osho, Nguyen Phong, There are also influencers specializing in podcast production such as: HIEU TV, Suhyun, Giang, Nguyen Huu Tri, The Present Writer,

Reasonable and flexible prices: Membership packages pay monthly or yearly to listen to all content on the app or buy individual books

The price policy is very clear, there is no limit to the number of books per month

Good technology platform: The application runs smoothly, with few errors, with an experienced software care team

Access a library of professionally recorded audiobooks narrated by talented voice actors The production process ensures high-quality sound, offering an immersive listening experience With customizable features like selecting book durations and enabling "Driving Mode" for safe listening, the app enhances convenience Discover personalized book summaries and content tailored to your interests, making exploration a breeze Utilize various payment options, including e-wallets like VNPay and MoMo, and both international and domestic cards, for seamless transactions.

● Increase penetration to increase brand awareness to at least 1000 target customers in major cities

● More tried-and-tested customer

● Bring the concept of "audiobook" and "copyright audiobook" closer to the community

● Introducing the SOK brand in a unique way, showing the brand's own strengths

SWOT

• A diverse repository of copyrighted content from reputable partners, updated regularly

• Reasonable and flexible price suitable for target customers (25 - 35 years old)

• Good technology platform: continuous improvement, focus on user experience

• Professionally recorded vocals of many voice talents in a variety of styles

• Brand awareness is still not high due to the new launch

• The interface is not eye-catching for young people

• Ads that automatically interrupt the user's experience (with regular accounts)

• No eye strain, compact and convenient, suitable for an active and busy lifestyle

• It is a superior method for the visually impaired

• The Covid-19 epidemic increases the tendency to listen to books and podcasts

• According to Google Trends, Vietnam is the only country in Southeast Asia that has the same number of searches for audiobooks (audio books) as ebooks

• Vietnam has been building tram lines - the factor that helped audiobooks become popular soon

• The concept of “audiobook” and “copyright audiobook” is still strange and new in Vietnam

• The appearance of a direct competitor with a strategy of aggressively investing in media to compete for market share

• The status of pirated audiobooks is rampant on digital channels and Vietnamese users don't have the habit of paying for listening to copyrighted content

• The Vietnamese culture is long-standing reading and paper books

• Regional factors affect the voice reading experience

CUSTOMER ANALYSIS

Consumer behavior trends and directions of SOK

Vietnam's low literacy rates are reflected in a recent survey that found only 30% of Vietnamese engage in regular book reading On average, Vietnamese spend only one hour reading books, a markedly low statistic in comparison to global standards.

According to this survey, in the free time of Vietnamese people, 41.7% of young people answered that they go online, 20% watch movies, 16.7% listen to music and only 15% say they read books .

In a survey of students in Ho Chi Minh City, 47.26% of students are aware of the importance of books, 26.37% think that reading is necessary, 25.15 think that reading is normal and 1.22% think reading is unnecessary

The reason why young people rarely read books is that their daily activities are quite busy and reading is not interactive

Realizing these factors, audiobooks were born on this practical need

Audiobooks in Vietnam are not as popular as in the US and other developed countries in the world, partly because the means of transportation in these countries are trams and buses, so during the time spent on these means, they may need audiobooks In the future, when metro lines in Vietnam develop, it will also promote the audiobook market here

Although audiobooks can be convenient because you can only use a smartphone, they are mostly used for easy- -understand books such as stories and fiction As for books to that need more thinking such as science, finance, economics, etc., it is not easy for listeners

26 Although the search volume of audiobooks is up to 209 million searches, most of them are pirated or non copyrighted websites of poor quality, causing general misunderstandings about audiobooks for Vietnamese people (The sound is poor, and the advertising constantly makes the listening interrupted )

Only effective for titles that do not need much thinking and calculation

SOK should overcome these two problems if it wants to be widely popularized in the Vietnamese audiobook market in particular as well as Southeast Asia in general.

Source of growth

Target customers are from 25 to 35 years old, are often exposed to technology, tend to use public transport in the present and the future, want to develop themselves day by day, and are also people in the group who like to experience

Living area: living in an area of class I urban area

Want to develop themselves, love new experiences and progress

● They are not aware of the importance of self-development through books

● These busy young people have not yet been used to and adapted to the use of audiobooks

● The population aged 25-35 is about 17 million people, accounting for nearly 20% of Vietnam's population

● Adapt quickly to new things, especially the items they are often interested in on their favorite social networking sites

● Constantly busy and living pretty fast

● Enjoy using entertainment applications, and learning to use them easily and instantly

Help objects recognize the SOK and use it

Leveraging your target audience's brand awareness, effectively convey how SOK will address their most pressing need By providing an effortless avenue to personal growth through audiobooks, SOK empowers individuals to utilize their leisure time to enhance their skills and knowledge, enabling them to achieve their self-development aspirations.

Target audience profile

● Passionate about discovering and experiencing new technologies

● Eager to learn, develop themselves, want to stand out, but often sensitive to the success of those around them

● Have a tendency to build personal brands on social networking platforms

● Update trends and self-development methods shared on social networks regularly

● Concerned about activities to protect social interests such as environmental protection and intellectual property rights protection

● Want to make use of their time to learn

● Willing to pay a reasonable cost to invest in knowledge

● Spend time on personal development activities, but must meet the criteria of speed and convenience due to busy lifestyle They often choose to listen to podcasts, watch book reviews and watch short videos about self-development on Youtube, Tiktok, etc

● Have a habit of multitasking (Multi-tasking)

● Often affected by word-of-mouth effects from reputable and experienced KOLs and Influencers

● Desire to learn useful knowledge to serve life and work

● Place of residence: Living in class I urban area

● Commonly used applications: Facebook, Youtube, Tiktok, Zalo

● Commonly used information search platforms: Facebook, and online newspaper sites

Customer journey

STAGE AWARENESS ATTENTION RESEARCH CONSIDERATION PURCHASE ONBOARDING ADVOCACY

-Does SOK have many books? Is it quality?

-Is SOK easy to use?

-What are the benefits of SOK?

-Why choose SOK and not other brands?

Pay attention, listen to information about SOK

Interact with SOK's marketing campaigns

- Search information about SOK on multiple channels

-Compare SOK with other competitors

-Listen to friends and relatives' advice about

-Learn more about SOK via Google -Search for SOK review videos of -Seek information, and compare SOK with other competitors

30 of SOK on social media platforms

KOLs, Influencers -Participate in interactions and discussions in SOK's advertisement s -Watch a video review of a professional reviewer -See feedback from customers who have used SOK

Seeding, KOLs reviews TV/Print ads/Flyers SEO Facebook Youtube

- Blog -Reviews -Website -App -E-wallet -Free trial -App -Social media -Help desk/chat -Email -Knowledge base

SOK should focus on increasing

Awareness to serve as a foundation for

Brand Love in the later stage

- Digital channels are the most effective because the audience in this age group uses the internet and social networks regularly

Customer Insight

They belong to the Sensitive Striver group (people who tend to achieve achievements or goals in life) Influenced and thought by the successes of society and the people around him, he always wants to find a way to achieve something to prove himself (extremely sensitive to the world and the behavior of people around him)

When they see other people their age achieve something, they suddenly see that all their efforts are not enough to satisfy themselves, they always want to spend their free time learning more knowledge to upgrade their skills

=>They seek solutions to provide knowledge

They start looking for information from social networks (But all of them are unverified and poor quality information), newspapers (but not enough because they haven't gone into expertise), and books (They don't have a lot of time for this because of the busy lifestyle and work)

When I see the success of others, I feel pressured and feel that all my efforts are not enough Despite working at full capacity every day, I still think I can do better and aspire to develop myself further I want to take advantage of every second so that it does not turn into “dead time” even when moving, resting, or working Therefore, I am looking for a solution to provide knowledge, what I need is a technology application that has a quality, authentic content store that both helps me relax and provides more knowledge for me to trust that I'm getting better every day

STRATEGIC APPROACH

Brand goal

Consumer insight: What I need is a technology application that has an authentic, quality content store that both helps me relax and provides more knowledge so that I can rest assured that I am getting better day by day

Brand Perception: SOK is recognized by the target audience as an audiobook application for people who have a busy life but need to relax and absorb new knowledge

Brand fact: this is an audiobook app for busy people

● Point out and emphasize to the target customer that the prerequisite on the journey to perfection and surpassing their limits is not panic or fear of other people's achievements

● Help customers realize that audiobooks are a companion and effective supporter in every moment of life It is possible to integrate relaxation and learning and expand knowledge to improve and develop yourself.

Brand role

● Help users discover and expand knowledge anytime, anywhere from a repository of diverse audiobooks with exclusive content from reputable partners and authors

● Simple to use, professional voice and SOK-only support features help optimize the audiobook listening experience

● Listening to audiobooks (using SOK) during travel, work, and rest helps users feel that they are improving daily, from which they will be more confident and reduce pressure when seeing other people's achievements

● In addition, with a diverse content repository, users can easily find content that matches their interests At the same time, they realize that SOK is a companion on the journey of self-improvement to gain confidence hit the road successfully.

CREATIVE APPROACH

“Angel Number” 101 symbolizes positive life changes With the desire to change to make a breakthrough but have not found a solution, SOK is your companion, helping you to operate at 101% efficiency, surpassing your limits with lots of books at reasonable prices Get ahead on your journey to creating the habit of listening to audiobooks

SOK - Vô vàn sách xịn, không lo về giá Cùng bạn bứt phá từng ngày-

DEPLOYMENT PLAN

OBJECTIVE Notice the value of audiobooks to the lives of busy people Emphasize SOK as a companion with

Bring SOK closer to target customers through direct touch points and spread SOK to users' friends

34 readers to conquer their limits and reach their desired expectations

KEY HOOK Viral Video: “SOK cùng bạn bứt phá”

Event “Tủ sách cho người bận rộn”

SUB ACTIVITIES KOLs, KOCs booking;

ALWAYS ON- PR article, paid media, Promotion

ATTENTION

KEY HOOK: Viral Video: “SOK cùng bạn bứt phá”

Objective: Notice the value of audiobooks to the lives of busy people Emphasize

SOK as a companion with readers to conquer their limits and reach their desired expectations

Tone and mood: profound, gentle, metaphorical

Voice-over: “ SOK - Vô vàn sách xịn, không lo về giá - Cùng bạn bứt phá từng ngày” How SOK appear:

- The Logo image is located in the right corner throughout the Viral Video

- Appears in the scene where the character An goes to "SOK - Tủ sách dành cho người bận rộn" and meets his childhood book friend

- Appears in the Outro: Key message: “SOK- Vô vàn sách xịn, không lo về giá

- Cùng bạn bứt phá từng ngày” at the end of Viral Video.

Storyline

Scene 1: An (6 years old) is reading and watching a person holding a certificate of merit

35 Scene 2: An (15 years old) is reading a book with a certificate of merit next to him and watching a person holding a medal

Scene 3: An (18 years old) is reading a book with a medal around his neck and watching the silhouette of an intellectual

Scene 4: An (25 years old) has become an office worker and this time he looks up to his boss, a successful and respected person However, An no longer holds any books in his hand

Scene 5: An quietly looks at the book on the bookcase and a nostalgic feeling appears on his face, he wants to touch it so badly, but then sadly looks at the document on the desk

Scene 6: Suddenly the phone rang with the screen titled "Customer", An quickly put away that thought and immediately returned to his daily work

Scene 7: When An finished work, everyone had gone home An left the office lonely and saw “SOK - Bookcase for busy people” located near the office.

Scene 8: An approached, holding a book on the shelf, suddenly a headset appeared in An's ear In front of An now is the silhouette of his book friend who has returned and connected to An through that headset An gently closed his eyes and felt, felt light heart and smiled happily

Scene 9: Outro: Display the SOK logo and key message: "SOK - Vô vàn sách xịn, không lo về giá Cùng bạn bứt phá từng ngày".-

Supporting tactics

Booking: The Present Writer and The Hanoi Chamomile to upload clips on Youtube platform and 4 other micro-influencers (in the education sector): Mr Le Dinh Hieu,

Ms Huyen Luu (Amon), Mr Phung Thai Hoc and Mr Minh Quang upload posts on social media to promote Viral Videos and SOK audiobooks

Social Discussion: Booking: fanpage Bà Dì Nulo, group Đi làm vui thấy bà, fanpage Insight mất lòng to create conversation for Viral Video “SOK cùng bạn bứt phá”

ENGAGEMENT

KEY HOOK: Event “Tủ sách cho người bậ ộn” n r

Objective: Bring SOK closer to target customers through direct touch points and spread SOK to users' friends

IMC tools: Sponsorship To raise brand awareness and achieve the trust of customers, SOK decided to use Sponsorship Marketing to be the main tool of this phase Sponsorship can build the image of the business to be impressive to the public eye and be more widely known Moreover, it can open expanded opportunities for SOK and connect with customers more directly

Concept: Activity for free trial listening to SOK audiobooks at companies and office buildings in Ho Chi Minh City and Hanoi

Scale: Organized at 20 SMEs and Startups in Ho Chi Minh City and Hanoi Each company has about 15-20 attendees

Participation form: Free for everyone at event locations

Details: Create a bookcase SOK: "Tủ sách cho người bận rộn" with exclusive audiobooks, with book covers similar to paper books, inside is a QR code and CTA

Step 1: Customers scan the QR code in the book to Listen to chapter 1 of that book Step 2: SOK’s staff introduce the program to use Free SOK for 1 month when customers download the app and share the event post on his/her personal Facebook with hashtag #SOK #Sachnoi #Nghethumienphi

Gifts: Bookmark SOK with cute sayings

→ Motivate users to download the SOK app and experience themself.

Supporting tactics

Social discussion: Partnership with companies that propose to support communication on Business Fanpage (Fanpage Careers), widely inform employees

37 about SOK's event "Bookcase for busy people" as an activity to develop “Learning and Developing” field of the company: Tiki Careers, Shopee Careers,

PILLARS RTB EMOTION REVIEW PROMOTION

Referring to SOK, customers not only think of an application used to listen to books but also think of a companion who accompanies customers anywhere, anytime, and supports them to innovate confidently with quality audiobooks that come at a suitable price for office workers

Young people want to develop and become a better version of themselves

What did event attendees think after experiencing the SOK audiobook?

- Good voice reading, many handy features, smooth technology

- Diversity of current best- selling books at a reasonable price

- Can be used anywhere, anytime

- Help them be more confident with their knowledge, and contribute to

Update exclusive promotions or partnership

SOK helps you own a large source of books of many reputable authors at reasonable prices You only need to pay a single time to listen to all books on the app during the package period

The spiritual values and vast sources of knowledge that SOK can bring to users

Trust and try out SOK

Motivate users to sign up for SOK membership packages

Content Pillar: Support and provide necessary information about SOK

● Total 12 posts/a month, 3-4 posts/a week

● Change post rate based on target customer feedback

ESTIMATED

Always-on PR, Article, paid media,

Viral Video “SOK cùng bạn bứt phá” 200.000.000

Engagement Event “Tủ sách cho người bận rộn” 80.000.000

Number of new reaches 1.200.000 1.500.000 2.700.000 Number of people clearly aware of the campaign's message

Facebook Insight, Google analytics, Youtube Report, CH Play or Appstore Report

Facebook Insight, Google analytics, Youtube Report, Instagram Analytics, CH Play or Appstore Report

All channels Internal Report, Campaign Dashboard

1 Doanh nhân Sài Gòn, 2021 Sách nói: Th ị trường nhi u tiề ềm năng [ONLINE] https://doanhnhansaigon.vn/ke-sach/sach-noi-thi-truong-nhieu-tiem-nang-

2 Thời nay, 2020 Hình thành thói quen đọc sách trong giới trẻ [ONLINE] https://nhandan.vn/baothoinay-xahoi-songtre/hinh-thanh-thoi-quen-doc-sach-trong- gioi-tre-581261/

3 Top 10, 2019 Những độ tuổi đông người nh t Vi t Nam: Nhóm dân s vàng ấ ệ ố [ONLINE] https://top-10.vn/viet-nam/tuoi-nao-dong-nhat-viet-nam-dang-o-dinh-cua-thoi-ky- dan-so-vang/

4 BrandsVietNam, 2021 Những điều b n c n bi t v hành vi c a Gen Z [ONLINE] ạ ầ ế ề ủ https://www.brandsvietnam.com/congdong/topic/320256-Nhung-dieu-ban-can-biet- ve-hanh-vi-cua-Gen-Z

5 TTXVN, 2021 Linh ho t thích ng vạ ứ ới dịch COVID-19: Bài 4- S ng chố ậm - Nạp lại năng lượng và hoàn thi n b n thân [ONLINE] ệ ả https://ncov.vnanet.vn/tin-tuc/linh-hoat-thich-ung-voi-dich-covid-19-bai-4-song- cham-nap- -nang-luong-va-hoan-lai thien-ban-than/6792d13e-dfa9-4490-aa18- ec8eb41e0373

6 YBOX, 2021 Phải Chăng Bận Rộn Đang Là "Xu Hướng" C a Gi i Trủ ớ ẻ? [ONLINE] https://ybox.vn/triet-hoc-tuoi-tre/phai-chang-ban-ron-dang- -xu-huong-la cua-gioi- tre-60fccaf5d1b44761c5ddaedc

7 PRUTENTIAL Gen Y: luôn t ự tin nhưng vẫn th n tr ng [ONLINE] ậ ọ https://www.prudential.com.vn/vi/blog-nhip-song-khoe/gen-y-luon-tu-tin-nhung- van-than-trong/

8 Marketing Trips, 2021 Insights from Digital Vietnam 2021 [ONLINE] https://www.slideshare.net/MarketingTrips/digital-in-vietnam-2021-243219327

Ngày đăng: 27/08/2024, 12:29

Nguồn tham khảo

Tài liệu tham khảo Loại Chi tiết
6. YBOX, 2021. Ph ải Chăng Bậ n R ộn Đang Là "Xu Hướ ng" C a Gi i Tr ủ ớ ẻ? [ONLINE]https://ybox.vn/triet-hoc- tuoi -tre/phai- chang -ban- ron -dang- -xu-huong- la cua -gioi- tre-60fccaf5d1b44761c5ddaedc Sách, tạp chí
Tiêu đề: Xu Hướng
1. Doanh nhân Sài Gòn, 2021. Sách nói: Th ị trườ ng nhi u ti ề ềm năng. [ONLINE] https://doanhnhansaigon.vn/ke-sach/sach-noi-thi- truong -nhieu-tiem-nang- 1105408.html Link
2. Th ời nay, 2020. Hình thành thói quen đọ c sách trong gi ới trẻ . [ONLINE] https://nhandan.vn/baothoinay-xahoi-songtre/hinh- thanh -thoi-quen-doc- sach-trong - gioi-tre-581261/ Link
3. Top 10, 2019. Nh ững độ tuổi đông ngườ i nh t Vi t Nam: Nhóm dân s vàng. ấ ệ ố [ONLINE]https://top-10.vn/viet-nam/tuoi-nao-dong-nhat-viet-nam-dang-o-dinh- cua-tho i-ky- dan-so-vang/ Link
4. BrandsVietNam, 2021. Nh ững điề u b n c n bi t v hành vi c a Gen Z. [ONLINE] ạ ầ ế ề ủ https://www.brandsvietnam.com/congdong/topic/320256-Nhung-dieu-ban-can-biet-ve-hanh-vi-cua-Gen-Z Link
5. TTXVN, 2021. Linh ho t thích ng v ạ ứ ới dị ch COVID-19: Bài 4- S ng ch ố ậm - N ạp lại năng lượng và hoàn thi n b n thân. [ONLINE] ệ ảhttps://ncov.vnanet.vn/tin- tuc/linh -hoat-thich-ung-voi-dich- covid -19-bai-4- song - cham -nap- -nang-luong-va-hoan- lai thien -ban-than/6792d13e-dfa9-4490- aa18 - ec8eb41e0373 Link
7. PRUTENTIAL. Gen Y: luôn t ự tin nhưng vẫ n th n tr ng. [ONLINE] ậ ọ https://www.prudential.com.vn/vi/blog-nhip-song-khoe/gen-y-luon-tu-tin-nhung-van-than-trong/ Link
8. Marketing Trips, 2021. Insights from Digital Vietnam 2021. [ONLINE] https://www.slideshare.net/MarketingTrips/digital-in-vietnam-2021-243219327 Link

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