To optimize the cost of reaching consumers, Nestle has 5,000 different ways to tell a story
Hoang Dao Hiep – Director of Marketing and Communication Services at Nestle Vietnam
It is not exaggerated to say Mr. Hoang Dao Hiep is a ‘banyan tree’ in the Vietnamese marketing village. He used to be the Managing Director of Saatchi & Saatchi Vietnam – MSL Group Vietnam; Marketing Director of the Indochina region of Carlsberg Group. In 2018, he was appointed by Sabeco as Deputy General Director in charge of marketing and resigned in March 2021.
After that, he continued his adventure in the world of marketing, when he joined Nestle Vietnam, with the position of Director of Communication – Marketing services.
“People always talk about modern marketing, but in my opinion, the marketing industry – marketing is always modern. When I was in marketing 20 years ago – like 2002, we still say we are doing modern marketing. However, with the rapid development of technology, modern marketing in 2022 is very different from modern marketing in 2002.
More specifically: we can now market precisely – easily to each audience, both cost-effectively and efficiently. Years ago, when a TVC broadcast on several channels, up to 90% of people saw that TVC was unrelated to the message the TVC was conveying.“, said Mr. Hoang Dao Hiep at the event introducing MMA CEO & CMO Summit 2022.
According to him, 10 to 15 years ago, both clients and agencies were quite leisurely running campaigns to promote products or projects. Both of them came up with the idea to shoot 1 TVC, then broadcast it on VTV3 which is both beautiful. If you want the campaign to spread a little wider, then on a few major newspapers and Youtube/Facebook. It is done!
Although Vietnam does not have too specific laws on privacy protection – user safety, when doing marketing, Nestle’s team still has to comply with international regulations in this field. So, the challenge of marketing today, is still how to both go deep into people’s hearts and protect the privacy of each customer’s data.
Today, Nestle will have about 5,000 different items for a campaign, or roughly, they have 5,000 different ways to tell a story. That is, they have to ‘tailor’ the messages for different customer files as precisely and as specifically as possible.
Using the power of the amount of data that Nestle has, they will disassemble and analyze them, then distribute the most suitable 1 item among the above 5,000 items. This way will help businesses optimize costs to best reach consumers, maximize benefits.
For example, with the same message, Nestle will express it with comics – songs – TVCs – articles – comedy…. and can be distributed on social networks such as TikTok, Instagram, Zalo or Youtube + Reel, TV, OTP… via laptop, tablet or smart TV or smartphone. And depending on what age the user is, what their preferences are and what tools and technology they are using, Nestle will choose an appropriate expression to play.
Moreover, there is currently a ‘new force’ in the distribution channel category that marketers should pay attention to, which is Smart TV. In Vietnam, Smart TV is not only popular in urban areas but also in rural areas; because people want to see anything on it, from movies – football to entertainment shows.
According to him, rural people never do anything alone, do everything according to the crowd. A person who buys a Smart TV will bring many people in the village to buy it or they will not watch TV alone, but will bring their neighbors and friends to watch. According to a recent Google statistic, the biggest TV channel in Vietnam is Youtube. Therefore, the content that people access through Smart TV is surprisingly large.
However, ‘in fact, marketing content, now or in the past, must be able to move viewers’ emotions and the story must be told brilliantly; It’s just a different form of distribution and expression“.
Another thing that Mr. Hoang Dao Hiep highly appreciates at Nestle is the community service and sustainable development programs.
“Of course, businesses are not philanthropists. The community programs that we are implementing, are related to the sustainable development of the company.
Few people know that Nestle is the business that buys coffee from Vietnamese farmers the most. Nestle has a program ‘Engaging with farmers’ that has been going on for nearly 10 years, in order to help people cultivate right, improve the quality of coffee and their lives. Only when the lives of coffee farmers improve, will Nestle continue to have delicious and quality coffee products.
Or, in the past, Nestle had a hotline to answer customer questions. Accordingly, customers can call the call center at any time to ask things like ‘why I drink this Nestle product and have a stomach ache’, ‘why didn’t that store give me promotional items? as Nestle said’…
Then from the customer care call center, Nestle poured a lot of money to upgrade it to a switchboard operating 24/7 for 365 days and adding a function of health advice – nutrition talk…; works via both Zalo and Facebook. This Nestle project has made life better.
And it can be said that this unique switchboard has made the experience of Nestle customers better, Nestle’s brands create more sympathy with customers and enhance brand reputation.“, the boss of Nestle Vietnam confirmed.
CEO & CMO Summit 2022 is an event organized by MMA Global, bringing together senior leaders, marketing directors, and leading industry experts from multinational corporations, businesses, and public companies. leading technology and startups in Vietnam.
Taking place since 2018, CEO & CMO Summit Vietnam has become an annual meeting point not to be missed by experts in the Mobile Marketing industry, at the same time affirming the undiminished attraction and position of the Conference after 4 years. season is held.
Time: Ho Chi Minh City 10/6/2022
Hanoi June 17, 2022
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