WILLIAM DOMarketing Consultant

MARCOM PROPOSAL

Agenda

1.Introduction

2.Vision3.Mission4.Conclusio

n

Glossary• ASEAN – Association of Southeast Asian Nations; political and economic organization

of ten Southeast Asian countries (comparable to the European Union)• AEC – ASEAN Economic Community; the AEC aims to integrate South-east Asia’s

diverse economies into a single market with 625 million people• APEC – Asia-Pacific Economic Cooperation; a forum for 21 Pacific Rim member

economies that promotes free trade throughout the Asia-Pacific region.• BYTG – The BanYan Tree Group (founded by husband and wife, Ho Kwon Ping and Claire

Chiang); owns and manages 40 international resorts and hotels including Laguna Lăng Cô • EU-Vietnam FTA – Free Trade Agreement signed between the European Union and

Vietnam mainly aims to eliminate tariff barriers• FDI – Foreign direct investment; the private sector in Vietnam is the main beneficiery• IMC – Integrated Marketing Communications; expansion of utilizing both modern and

traditional marketing strategies, to optimize the communication of a consistent message• TPP – Trans-Pacific Partnership; trade agreement signed between Vietnam and 11

other Pacific Rim countries, among which The USA, Korea and Japan

1. Introduction “Men will only throw stones at trees that are laden with fruit”

French Proverb

1.1 VietnamKEY FACTS

• GDP increasing • Trade agreements: TPP + EU-Vietnam FTA

+ AEC• FDI-friendly – South Korea #1 investor

i.e. Samsung has invested $7 billion USD to date

• Boost of industrial sector (> agriculture)• Rising elite in big cities

e.g. Da Nang, Da Lat, HMCC, etc.• Real estate market is booming

To expect: Consumption and investment growth

1.2. Laguna Lăng Cô • Banyan Tree Group’s first luxury

integrated resort in Vietnam (2 hotels & 1 residential area)

• Banyan Tree hotel: 32 Lagoon Villas, 17 Beach Villas (hotel managed)

• Angsana hotel: 229 rooms & suites (hotel managed)

• Laguna Park Residences: 20 townhouse and semi-detached houses (owner managed)

• Facilities – an 18-hole world-class golf course, convention facilities, gym, branded spas, private beaches, etc.

• Activities – water sports, archery, mountain biking, horse riding, touring trips, etc.

1.2.1 Owners PROFILE

• Male dominance • Laguna Park Residences: Mainly single

menBanYan hotel and Angsana: Married couplesi.e. Lower price entry for the residences

• Asian owners > Western ownersi.e. Most owners are based in Hong-Kong

• Finance executives + Entrepreneurs • Majority possess an additional BYT

property• South Korean ownership surge

To expect: Domestic sales growth (Locals + expats)

1.2.2 Additional information• CULTURE

Laguna Lang co is located near UNESCO World Heritage sites (Hue, Hoi An, My Son)

• EXPANSIONLocally – 6 more hotels to be developed at Lăng Cô, Casino application in processInternationally – Middle East, Central America, Europe, and Africa

• LEASE50 years limitation for private individuals (possibility to renew the contract)

• OWNERSHIPOwners are entitled 60 days/year use of their property - 15 of these 60 days can be swapped amongst owners (“Sanctuary Club” – access to international Banyan Tree Residences)

• PRICELaguna Vietnam properties cost 50% less than in Laguna Phuket (Original concept)

• SOCIALThe BYTG finances local development programs

1.3 Insight• AIRLINES

Domestic and international flights from/to Vietnam are intensifyingi.e. Vietnam airlines business-class travel increased +14% in 2015 (Routesonline)

• BUSINESSPossibility to establish and run 100% foreign owned company in Vietnam

• ENTREPRENEURSHIPWomen entrepreneurs are more successful in Asia than in Western Europe or North Americai.e. 40% of Asian entrepreneurs are women; 48% in Hong-Kong (HSBC)

• FURNITURE (wood)Continued transfer of export orders from China to Vietnam i.e. In 2014, exports rose to US$6.5 billion, while domestic consumption reached $2 billion (EVBN)

• POLLUTIONThere is no significant commercial production of renewable energy sources in Vietnam

• TRADEVietnam is the big winner of the signed trades i.e. Nation’s GDP may gain 11% in 10 years just with the TPP (WorldBank)

2. Vision “The best time to plant a tree was 20 years ago;

the next best time is now” Chinese Proverb

2.1 TargetWEALTHY* PERSONA

• Being healthyExercising, playing sports, meditating

• CollectingArt, cars, boats, wine, sports memorabilia

• LearningThey read a minimum of 30’/day

• Managing their money24/7

• NetworkingThey 5h/month

• RegistriesHaving their names next to the most luxurious items

*Wealthy: earning at least 160K USD/year + min. 3.2M assets

What do the BYT Group and Laguna Lăng Cô can offer to the Wealthy?

2.2 Question

2.3 AnswerTAGLINE*

“A secret worth sharing”Secret = Privacy (“Strategic location”)

IntegratedWorth = Value (“Guarantee ROI”)

MarketingSharing = Sanctuary Club

Communication

*The purpose of the tagline is to help the target understand the company vision and leave them

wanting to know more

A secret worth sharing

3. Mission “You only see the trees and not the forest”

Korean Proverb

• SELECTIVEIncrease the barrier of entry – Select owners that Laguna want to invest time; professionals who are great at what they do (mutual benefits)e.g. Furniture companies: new deals

• OPEN MINDEDWelcome new ideas and business approaches – technology will play an even bigger big role in the success of companies across all industriesi.e. Marketing Automation software

• INDEPENDENTCreate an in-house full-spectrum creative agency to gain time and expertise – Rely less on third party for creative or marketing inputi.e. Freelance designer Ta Nguyen Thy

• TRANSPARENTShare more about the company and its operations – If the competition copies BYT business strategies, it only proves the impact of the company on the industry

3.1 Be more

3.2 PlanOBJECTIVE

Promote Laguna Lang Co as a leisure destination among the wealthy and

Increase property sales

STRATEGYConnect with Owners and Target on a

deeper level through IMC tactics One clear message across all channels

IMPACTincludes but not limited to

Boost Company CompetitivenessDevelop Word-of-Mouth Marketing

Drive Leads – Expand customer baseBrand Equity => Brand Resonance

Take a leaf out of the book

3.2.1 DIGITAL MARKETING

WebsiteINSIGHT

• DesignBeautiful pictures Unprofessional lookNo luxury appeale.g. Semi-finished look: Buttons are blur, logo is too small

• MessageNo clear primary message

• Mobile (unfriendly)Poor display

• InformationRich contentSome misspelled words

• NavigationLack of directional cues – too many optionsi.e. Booking option is not obvious

• SpamFloating windows are annoying

OVERALL• Website has a strong

impact on trust and respect

• Website should never be viewed as finished

• If it’s important it should be obvious

• Less is more• Headlines: Large and

concise• Unique design shows

personality

Simplify• DESIGN

Decide on a color scheme (3-4 colors)Logo needs to stand out Use more white spaces (margins)

• INFORMATIONContact – Use a request form to fillHome page – Take out redundant contentSection titles – Be consistenti.e. facilities vs. activities & tours

• MESSAGESet the tagline on the home pageUse big headlines (6 words)e.g. Happiness is a flight away

• MOBILEEmbellish the lookMake it more intuitivee.g. Eyes-catching booking button

• NAVIGATIONAdd a searching barBring booking buttons on topLimit options ton increasing interaction i.e. Golf section, spa -> activities and tours

• SPAMShow it > Say it (ads)Use videos to promote e.g. Set important news on the home slideshow

Regnum (link)

Solage [link]

Constance [link]

InboundINSIGHT

• Blogginglagunalangco.blogspot -> No posts in 2016

• ContentRich content (CRM)Lack of consistency in posting

• HeadlinesLack of headlines useOften too long Poor wording

• Landing pagesNone

• SEO/SEMPoor keywordsAd strategy?

• Targeted emailingDependence on third party for data collection

OVERALL• Consistency is the key• Blogging is the fuel for

other content marketing initiatives

• Favorite marketing strategy regardless of industry

• Landing pages persuade visitors to take action

• The sole purpose of ads to redirect to great content

• Visual content drives engagement

Connect• BLOGGING

Blog about the industry, world news=> Relate posts to the companySet a time frame for posting

• CONTENTAudiohooksi.e. Lăng Cô beach tunes – listen and relaxFree business Guides, Webinars i.e. “How to … series” (See videos section)

• HEADLINES are everythingShort, ask a question, use numbers, negative wording, use adjectivesi.e. Invest in Vietnam: DOs and DONTs

• LANDING PAGESEncourage social sharingHeadline + Offer + Simple form to filli.e. Allow data collection

• SEO/SEMSEO-friendly URLs, key tags for images and blog posts for the websitePublish your on quality sourcese.g. Asiatravel, LuxuryAsia

• TARGETED EMAILINGSend personalized newsletters featuring free downloadable PDFs, EBooks and Whitepapers i.e. Secret worth sharing of the week/month

Online Advertising 1. DO YOUR HOMEWORKGet to know your target on Social Media2. SEO + SEMCombines both to stand out on search engines – SERP3. AD + CONTENTCreate ads that become or promote great content4. SOCIAL MEDIAThe Big 4: Facebook, Google+, LinkedIn, Twitter Special mention: Instagram, Pinterest, Snapchat5. INBOUNDKeywords + Landing pages + Matching ads 6. MONITORDedicate some hours/week to evaluate the impact

7. STRATEGYContent strategy: provide relevant insight 8. CONVERSIONSuccess determined by visitor activities when browsing the website9. A/B TESTExperiment with tactics: More options = More data10. DATA DRIVENData should determine the success of paid-ad campaigns11. BE USEFUL AND CREATIVECapture your target attention with “cool” tips12.GOALSet a defined objective for each campaign

Social MediaINSIGHT

• FacebookOnly one video (from 2013)Posts are too often “sales-oriented”, too long

• Google+Similar pictures to Facebook page, Instagram & websitePoor keywords strategy

• LinkedInNo blog postsNo industry articles

• PinterestNone

• TwitterFirst person tweeting – lack of branded communicationNo use of hashtag, lack of creative writing

• InstagramNo quotesPictures similar to Facebook page, Google+ & website

OVERALL• Build relationships with

influential people • “Free” advertising• Interact with target

audience• Opportunity to build a

community• Sharing is caring • Word-of-Mouth (WOM) is

the original Social Media

Share• Facebook

Ideal length: 40 charactersPost visuals people want to share e.g. quotes, branded images (energy saving campaign)

• Google+Connect with like-minded peopleHelp you stand out in search resultsi.e. Smart keywords, community posting

• InstagramGet emotional: share quotes, ask questionsShow more of “behind the scenes”Use more videos – Hyperlapse

• LinkedInCommunicate with visuals – Graphics, ChartsEngage with influential figuresTurn into an industry thought leader i.e. Post articles, blog posts – share new ideas

• PinterestStock and show beautiful images – tell a storyCreate and share company infographicse.g. Hotel activities infographics (flat design)

• TwitterEngage with your audience – Call out peopleShare exclusive deals, company updatesi.e. Tweets with pictures get more retweets

Social Media Rules• ENGAGE

Give your fans the gift of you. Engage with them. Listen to what they are telling you. Be part of the conversation about your brand. Be a presence in your fans’ lives.

• EQUIPGive them reasons to talk. It can be amazing products, great service, insider knowledge, social elevation, incredible stories, unbelievable facts or even funny disclosures. It’s on you. It really depends on you understanding your consumers and what they like about you and providing whatever it is they need from you.

• EMPOWERGive consumers different ways to talk and share. Let them know that they are important to you and that sharing their opinions is important to you. Help them find ways to share within their circles and find ways to help move their conversations around.

by Suzanne Fanning, President of WOMMA (Word of Mouth Marketing Association)

Videos INSIGHT

• DistributionVideos are not obvious on the websiteSocial media feature one or no video

• Format2013 videos: Too long – Sky view (Good)2016 videos format – 30 sec (Good)

• MessageLack of creative copywritingPoor choice of thumbnails

• ProductionPoor wording in some videosLack of consistency in term of quality

• Storytelling - scenarioStrong focus on couples – Singles owners?

• UsageCSR and Sales purpose

OVERALL• 74% of consumer internet

traffic will be videos by 2017• 9 out 10 searches in Google

now include video results• Live streaming is booming• Visitors spend more time on

a website that includes videos

• Viewers are more inclined to take action after watching a video

• YouTube is the 2nd largest search engine

Inspire• DISTRIBUTION

Create short-form videos on Twitter/InstagramInsert a video on the website home pagei.e. Tour videos > Virtual tour (slow loading)

• FORMATOne minute rule – ideal lengthTry different approaches – Trial-and-errori.e. Jay Alvarrez – Summer [Link]

• MESSAGEInclude call-to-actionUse a voice off for promotional videose.g. Vietnam airlines – “Reach further” [link]

• PRODUCTIONBe consistent with the quality (CSR)Shoot in 4K – latest phones are 4k readyi.e. Create a team dedicated to video shooting

• STORYTELLINGA story helps to convey the messageMake a series – create demand, e.g. Solvil and Titus – Time is love [link]

• USAGECommunicate more with videosEncourage user-generated contenti.e. Ask customers to share personal content

Video Scripts• SCENARIO #1: “A secret worth sharing”

The screen is divided into 2 parts. The viewer discovers 2 Asian characters (one male – left side, one female – right side) waking up on screen. They get out of bed and go through their respective morning routine. Once dressed and ready to go, each one walks towards their exit door. The camera goes down, showing on one hand the man carrying a weekend bag and on the other hand, the woman pulling a trolley. (Last scene – airport) (Side view) Both characters are walking toward the center of the screen and finally meet up. *Hug* The 2 screen sides move into one. The camera goes up revealing the boarding counter monitor and its caption : “Laguna, a secret worth sharing”.

• SCENARIO #2: “Live your dream”The video starts from an upper view of the hotel pool. The view slowly goes down on a woman laid down on an air mattress. She is wearing a bikini and sunglasses. The video suddenly accelerates and the viewer is taken behind the sunglasses. Successive footages of the girl participating in several activities happening in Laguna Lăng Cô. Everything stops. Black screen. (First person view) The girl slowly opens her eyes. She realizes she was dreaming about her last trip to Laguna. *Sigh* (Last scene) Laguna Lăng Cô website appears on screen – “Become an owner” page . *Click*

Apple never falls far from the tree

3.2.2 BUSINESS DEVELOPMENT

Tree of WifeSHE MAKES GREEN

• ½ of Hong Kong's millionaire entrepreneurs are women

• Asian women are focused business leaders

• Female owners are underrepresented

• Large portion of female Hong Kong wealthy operates in real estate (UBS)

• Rising female elite in Asia

• Unvalued market segment

Hot PotSOLAR JAR

• Additional gallery item• Exterior decoration object• Green product

merchandising• Local development

program i.e. Made by disadvantaged youth

• Low production costs• Opportunity to created a

luxury product

Mi casa es su casa

Hotel showroom

• Acquire your room decoration

• Create collections with local furniture makers

• Collaborate with ownersi.e. Import/Export enterprises

• Mix Arts & business• Promote Vietnamese

handicraft internationally • World distribution channel

i.e. BYTG hotels & resorts

Be in for a treet

3.2.3 MICE

Laguna TreepHOT AIR BALLOON

• A new way to discover Central Vietnam

• Additional hotel activity• Can be offered as a gift

i.e. gifting.banyantree.com• Increase Brand visibility

i.e. Branded balloons• Opportunity for video

marketing• Romantic gateway for

couplesi.e. Balloon Tour + Picnic

Green DinnerGARDEN PARTY

• Boost Destination marketingi.e. Host during off-season

• Charity event for VIPi.e. Limited seats

• Dress code: green only• Invitees are invited to

donate • Green activities

e.g. Plant a tree• Green menu

i.e. Prepared by restaurants chefs

On the greenVIETNAM TOUR

• Educational golf tour – free lessons

• Goal: Raise golf interest in Vietnam and Data collectioni.e. Visitors information

• Gain media coverage• Indoors: Golf simulator• Strategic Cities (“Target”)

e.g. Da Nang, HMCC, etc.• Upselling: Promote Laguna

Lăng Cô properties

Mix and MatchBUSINESS DATING

• Boost Destination Marketing i.e. Quarterly event

• Business and romantic matchmaking

• Dress code: Green for business, Pink for romance

• Gain media coverage• Industry party theme

i.e. February for Fashion • Successful women are

often single

One, Two, Tree, …

3.2.4 PARTNERSHIPS

Lady LagunaAWARD CEREMONY

• Aims to empower women and celebrate their success

• Award nominees: Inspiring Asian womeni.e. Entrepreneurs, Activists

• Held every year at Laguna Lăng Cô

• Organized in association with WomenTalk (Eunice Olsen)

• President: Claire Chiang

• Title stands for a year

Reach furtherFLYING ADVERTISING

• Business partnership with Vietnam Airlines

• Boost Brand Equity• Selecting strategic air routes

e.g. South Korea - Vietnam• Targeted advertising in plane

i.e. Business class only• Use of sales collateral

i.e. Videos playing on screen• Slogan: “Fly for business,

Stay for pleasure”

Vivo VinoWINE FESTIVAL

• Business partnership with The Annam Group

• Boost Destination Marketing i.e. Host during off-season

• Exchange of customer data

• Gain media coverage• Organize an auction for

rare itemsi.e. Attract collectors

• Upselling: Room + festival pass – Special offer

“When eating a fruit, think of the person who planted the tree”

Vietnamese Proverb4. Conclusion

This entire proposal relies upon the BYTG outstanding business model and

reputation

4.1 ExpectationsROMI

Return on Marketing Investment

Becoming a bigger actor in the Vietnamese economy Boosting online traffic/presence: Website, Social mediaEnhancing Word-of-mouth Marketing – Owner referral

Diversifying revenue sources – Product development, Events Marketing Encouraging customer engagement: Customers will become partners

Enhancing company image (Brand Equity) – Owners & Target mindReaching Brand Resonance while expanding customer base

Strengthening professional reputation – Thought-leader in the industryVietnamese clients will feel as valued as foreign owners

4.2 Recommendations• B2B – Target companies to increase customer base

i.e. Corporations could reward their high-performing executives by offering an all-in stay

• Casino – Organize high stake poker games (tournaments) to attract a wealthy crowdi.e. Chinese people have a passion for gambling

• Green – Build and develop a local village – Self-sufficient green lifestylei.e. Water-processing plant, treatment of hotel waste (“crop fields”)

• Harbor – Welcome sailing enthusiasts and their boats i.e. The Laguna Yacht club (“Hong Kong owners”)

• Mobile – Launch a property management app allowing owners to manage their investment 24/7i.e. Current application was last updated in 2014 (App store) – Room booking only

• Technology – Control and manage property electrical/electronics devices at all timei.e. Internet of Things (IoT) – Energy efficiency

A secret worth sharing

A secret worth sharing

WILLIAM DO – Marketing Consultantwd.williamdo@gmail.com

“When there is a Will, there is a Way”

English Proverb