Icon Credentials

68
Partnership

description

Icon Communications is an advertising agency based in Accra, Ghana. This is our credentials presentation followed by our mini survey of the airline industry in Ghana.

Transcript of Icon Credentials

Page 1: Icon Credentials

Partnership

Page 2: Icon Credentials

Icon CommunicationsCredentials presentation for British Airways, Nov 06

Page 3: Icon Credentials

1.1. Agency CredentialsAgency Credentials

2.2. Icon CreativeIcon Creative

3. Our brands in print3. Our brands in print

4. Homework4. Homework

5. What we can do for you5. What we can do for you

6. 6. DiscussionDiscussion

Coming up nextComing up next……

Page 4: Icon Credentials

Icon Services

Brand development

Campaign development

Media planning & buying

TV Production

Print Production

Page 5: Icon Credentials

Event Management

Page 6: Icon Credentials

Alliances

• TBWA Hunt-Lascaris South Africa

• Media Initiative Media Strategy & buying

• Apex Advertising TV Production

• Facet Productions Radio Production

• Graphicolor Hi-quality Printing

• Graphic Communications Discounts

• M&C Saatchi Technical Support

Page 7: Icon Credentials

Media buying

Our Media Strategies are devised in collaboration with

our media independent partners, Media Initiative.

This gives us access to GAMPS (Ghana All Media &

Products Survey) together with Telmar software for

analysing this data.

This provides a complete picture of our target

consumer’s media habits and will ensure a far more

cost effective Media Plan.

Page 8: Icon Credentials

Key Brands

Accra Breweries

Page 9: Icon Credentials

Do the right thing

Never try to fool the consumer

Never try to fool the client

Cost effective is more effective

Think different

Always aim for runaway success

Icon Principles

Page 10: Icon Credentials

Icon. I can.

Page 11: Icon Credentials

PeopleEmpowered

Icon

Page 12: Icon Credentials

Colinleadership

Experience: Ten years advertising in Ghana.

Special skills: Brand think, team building, creative direction

NimiManagement

BilalArt

FredGraphic

AfuaAdministration

Experience: Six years advertising at Icon.

Special skills: Print, TV, Event, Brand Management

Experience: Seven years advertising in Ghana.

Special skills: Visual Identity, Art Direction, Pre-press

Experience: Two years advertising in Ghana.

Special skills: Graphic Design, Visual ID, prepress

Experience: Seven years advertising at Icon.

Special skills: Organisation; planning, coordination

Your dedicated team

Page 13: Icon Credentials

”We will definitely recommend Icon to any other

company who asks us who to work with in Ghana."

Wall to Wall Television for Channel 4’s Into Africa

“…I know I can only get this level of service from

Icon, thank you once again"

Enyonam Andoh, Stanbic Bank

Page 14: Icon Credentials

Fee Structures

Commission

Standard Commission. Agency enjoys 15% commission on

media and a flat 20% on production costs. Discounts from

suppliers will be passed on to client.

Fixed Fee

Icon can operate a fixed fee, calculated on people costs per

account/project. People costs are yearly consolidated salary per

staff with x2.5. With a total of 1,600 hours in a year.

Daily rates are based on 8 hours a day. The overhead cost is an

internationally accepted ratio base, ranging from 2.2 to 2.7.

Scope of Work can be agreed prior to each new year. Based on

this, people percentage time is agreed on each account with

corresponding costs calculated.

Fees are paid monthly in arrears. As a rule, agency personnel fill

in manual time sheets.

In addition, 15% commission on media and Client shall

reimburse at net cost, any extra expenses incurred outside the

scope of contract.

All agreed remuneration will be exclusive of VAT and other local

taxes or duties of a like kind.

Page 15: Icon Credentials

Ghana

Icon. Ideas.Icon. Ideas.

Page 16: Icon Credentials
Page 17: Icon Credentials
Page 18: Icon Credentials
Page 19: Icon Credentials
Page 20: Icon Credentials
Page 21: Icon Credentials
Page 22: Icon Credentials
Page 23: Icon Credentials
Page 24: Icon Credentials
Page 25: Icon Credentials
Page 26: Icon Credentials
Page 27: Icon Credentials
Page 28: Icon Credentials
Page 29: Icon Credentials
Page 30: Icon Credentials
Page 31: Icon Credentials
Page 32: Icon Credentials
Page 33: Icon Credentials

ShowreelWorld Class local vibes

Icon

Page 34: Icon Credentials

The airline business in Ghana

“Although traffic in and out of Ghana is less than a million

passengers a year, it’s growing steadily by 8 to 10 percent.”

Ghana Civil Aviation Authority, 2005.

Page 35: Icon Credentials

Non-Ghanaian travelers

• Expats

– Socio-economic stability has brought, in its

wake, an influx of foreign investors and

businesses.

– These expatriates maintain a strong link

back home and travel out of Accra

frequently for business and leisure.

• Tourists

– Tourism holds a strong potential for driving

Ghana’s economic growth.

– This is a niche-market yearning for attention

and nurture

Page 36: Icon Credentials

Luke is a CFO, He works for one of the big breweries based in Ghana. The nature of his job

brings him into contact with lots of people. He is well-informed and is respected among his

peers in the UK and Ghanaian Business Communities. “I believe in excellence and

professionalism and whatever I do is driven by this”

I don’t enjoy flying so I try to

get as much sleep as possible

I don’t want any airline

to mess me about. I want to

Be comfortable and on time.

I fly the same airline

each time

Other carriers to

Ghana are all rubbish

My secretary books

me e-tickets

Luke

I travel between Ghana, South Africa,

South America, UK & US on a

regular basis.

Page 37: Icon Credentials

Ghanaian Travelers

Demographic

• Ghanaians in Ghana and Ghanaians in the Diaspora

• West Africans at home and abroad

• Ex-pats, business people and tourists of African

descent.

• Aged between 18 – 55years, fairly well educated,

with travel experience or word-of-mouth shared

experience

Psychographic

• People who see themselves as discerning, as having a

good sense of judgment.

• To travel by air, for many, brings a feeling of success

Page 38: Icon Credentials

Daniel Addison, Brand Manager

Daniel is a member of

Ghana’s fast growing

middle class. He’s a

Marketing Executive and

has an extensive network

of family, friends and

contacts in Ghana, UK,

US and SA. People

respect his opinion on a

range of issues

I travel outside

2 or 3 times a year

If I’m going on business,

I’m thinking about getting

there fresh enough

to perform well

I collect air miles

I enjoy traveling. I do a lot

of shopping if I get the chance,

I can often turn a reasonable

profit

If I’m under my own steam,

it’s all about price

Page 39: Icon Credentials

I’m a trader. I travel to

buy goods.

I always find the best

Fare. I just phone around

And find out what’s

Happening. I don’t

waste money

My son lives in US

We’re getting ripped off in

West Africa, the fares are too high,

baggage allowances are too low and the planes

they give us are old and tatty. It’s an insult. Last

time I flew xx airlines, some of the Ghanaian

passengers organized a petition. I was

very happy to sign it.

I need a good baggage

allowance

Phyllis is a 48-year-old business

woman with three shops in the

central business district. She

travels almost every other

month to Europe, Asia and

North America to buy goods for

her shops. She belongs to the

bubbly class of Ghanaians who

have the cash to spend and

wields a strong influence among

her peers.

Bell-Phyllis

Page 40: Icon Credentials

Value

Drivers

TouristsTourists

BusinessBusinessTravelersTravelers

Travel & TourTravel & TourCompaniesCompanies

Safety

Comfort

Visiting FamilyVisiting FamilyAnd RelativesAnd Relatives

Baggageallowance

Terms &margins

Added valueService

Price

ReliabilityPrice and

Service are

formost in many

passenger’s

minds, as is

safety, while

baggage

allowance is vital

to the huge VFR

group. Margins

concern Travel

and tour

partners and

comfort and

reliability are

important to

business

travelers.

Page 41: Icon Credentials

• Employees – primary ambassadors

• Travelers

• Government with national interest and pride

• Travel & Tour Agents: key players in thesupply chain.

• The local media who set the agenda forpublic discussion: positive or negative

Stakeholders

Page 42: Icon Credentials

Business models

Naturally, there are as many airline

business models as there are airlines but just for fun

we’ve simplified down to four basic ideas:

Page 43: Icon Credentials

Pay more, Get more

British Airways & Singapore Airlines– Leverage & dominate the home airport and guard jealously

– Brand strongly

– Hi production value TV ads

– Innovate constantly but stay with the brand promise

– Exploit the muscle of being big

“Singapore Airlines, with the youngest fleet in the air,

provides perfumed hot towels, on-demand-video (start,

stop, rewind at will) with a choice of 40 or 50 top

movies and wireless broadband in all classes. Every

Singapore Airlines innovation is in line with their strongly

embeded positioning around the in-cabin experience: A

Great Way to Fly” – brandchannel.com

Page 44: Icon Credentials

Pay Less, get less

Southwestern and Ryaniar - no frills

– Focus on price at the expense of everything else

– Go point-to-point and focus on second-string airports

– Constantly cut costs to enhance profits

– Exploit the responsiveness and speed to market of beingsmall

“Ryanair’s absurdly cheep air tickets are completely

ticketless: you buy them on the web and print them on

your own computer. Since Ryanair strives to be the cost

leader, little emphasis is given to the emotional appeal of

the brand on the website.” – brandchannel.com

Page 45: Icon Credentials

Pay less, get more

Jet Blue– Quirky but strong and relentless brand work

– Zigg when everyone else Zaggs – be startlingly better in selected areas

– Attack markets where dominant carriers, overcharge & under deliver.

– Exploit the responsiveness and speed to market of being small

“Jet Blue thrived in an environment where traditional airlines made massiveprofits, provided poor service and charged high fares… the greatest sin was

the indifference directed at the passenger.” – brandchannel.com

“Low cost doesn’t have to mean lack of service or lack of comfort.” – KatyRaaijmaker, passenger.

“Jet Blue baits you with a low fare & hooks you with their good service.They’ve put the human element back into flying & it’s resonated deeply with

passengers” – RD Rusch, New York Journalist.

“When you help a passenger with their baggage, it’s a real shock, compared towhat they’re used to…” Jet Blue executive, Gareth Edmonson Jones (former

virgin exec)

Page 46: Icon Credentials

Local Champion

Ethiopian Airlines

– Brand promise, “African hospitality, with a global Network”

– A Heritage of reliability with a great complement of routes tothe world

– A brand positioning that’s compatible with Ghanaian cultureand tradition of ‘Akwaaba’

– ET have won over and kept an army of loyal travelers acrosscontinents.

“I traveled with ET from Nigeria to China and had taste of African

hospitality. I recommend the airline to anyone flying from Africa

who wants a last taste of African hospitality before the destination”

– A passenger.

Page 47: Icon Credentials

Competition in Ghana

• Currently, there are two categories of operators;

– Traditional Airlines

– Charter operators

• Keen competition in the sector especially among

the big players e.g. British Airways, KLM,

Lufthansa etc.

• Daily schedule by these players indicate strong

market opportunities.

• Emergence of charter operators who are

positioned on price and baggage allowance

• Continued patronage of these severely unreliable,

no-frills carriers points to an un-met need in the

market place

Page 48: Icon Credentials

Communications – a snapshot

Page 49: Icon Credentials

Outdoor

The outdoor battle has

recently taken on a new

intensity for airlines in Accra

with Virgin, GIA and SAA

taking the fight up-market.

New, huge prestige sites

have taken the place of the

original, small wooden

boards.

Billboard sites are very

difficult to acquire right now

and the local authority is

taking draconian steps to

reduce visual clutter,

further reducing available

space.

Page 50: Icon Credentials

Outdoor• Most visible around

Accra:– Ghana International

– Emirates

– South AfricanAirlines*

– Afriqia (Lybia)

• Less visible:

– Ethiiopian

– KLM

– Lufthansa

– North American

– Virgin Nigeria

• Invisible

– British Airways

– Alitalia

*A new SAA outdoor campaignis going up now

Page 51: Icon Credentials

Messages in Outdoor

• Airlines focus mainly

on destinations and

numbers of flights

• They also use

generic messages

to enhance top-of-

mind awareness

Page 52: Icon Credentials
Page 53: Icon Credentials

Press

Page 54: Icon Credentials

Messages in Press

• Airlines mainly use full or half-

page colour ads in Graphic.

• Press is most used to

communicate short-term fare

offers or new news, ie: routes

and schedules

Page 55: Icon Credentials

Press

• Most visible:

– Ghana

International

– South African*

– Emirates

• Less visible:

– Alitalia

– Antrak

• Invisible

– British Airways

– KLM

– Lufthansa

Page 56: Icon Credentials

Radio

• Radio is used from time to time by all airlines

when they have special fare offerings or news

• South African airlines have recently created a

full campaign of generic and product specific

radio commercials to support their current

outdoor and press campaign

Page 57: Icon Credentials

Print

• Ghana International Airlines supported their

re-launch in all media with an A5 hand-bill

which was circulated heavily around Accra,

including at University of Ghana and petrol

station.shops.

Page 58: Icon Credentials

Consumer perceptions

Page 59: Icon Credentials

Dipstick Survey

This is by no means a scientific survey. We simply calledsix people and asked them six questions

Each respondent has a number instead of a name

They were all Ghanaian and all but number 6 werebased in Ghana.

Page 60: Icon Credentials

When did you last fly?1. 2004

2. Two weeks ago

3. 2003

4. A week ago

5. 2005

6. 2005

When will you next fly?1. 2007

2. Five weeks from now

3. Two months time

4. A week’s time

5. 2007

6. Next month

Page 61: Icon Credentials

Name three airlines flying in and out

of Accra (Top-of-mind awareness)

1. Lufthansa, British Airways, North American airlines

2. SAA, British Airways, KLM

3. British Airways, Emirates, North American Airlines

4. KLM, Lufthansa, Ghana International

5. Emirates, Lufthansa, KLM

6. SAA, British Airways, KLM

Page 62: Icon Credentials

Which airline do you prefer When

you’re buying your own ticket?

1. Emirates

2. BA

3. Lufthansa

4. KLM

5. BA

6. Ghana International Airlines

Page 63: Icon Credentials

Which is your preference if you

are being sent on business?

1. Emirates

2. BA

3. Lufthansa

4. BA

5. BA

6. KLM

Page 64: Icon Credentials

Which airline cares about you

as a customer?

1. None

2. Emirates

3. British airways

4. British airways and Virgin

5. None

6. British airways

Page 65: Icon Credentials

If each of those airlines were a brand

of car what would they be?

• North American Airlines – Ford,

• British Airways – Infinity, Rolls Royce, Toyota, Mercedes

• Emirates – BMW

• Ghana Airways – Trotro, VW

• KLM – Honda, Nissan

• Lufthansa – Honda

Page 66: Icon Credentials

Learnings

• The three most frequent flyers (2,4,6) prefer BA when on business

• BA was the first airline to come to mind for only one person

• Only half the people felt BA cares for the customer

• All felt BA is a superior airline (Benz, Rolls Royce etc)

• There’s huge pent-up demand (see slides 29, 31 & 41)

• Emirates is working hard and gaining a good reputation in Ghana

• SAA & GIA have leapt into action – it’s too early to see a jump in brand equity.

• BA is under-communicating

Page 67: Icon Credentials

What can we do for you?

Page 68: Icon Credentials

What Icon can do for British Airways

• Brand building partnership

• Strict adherence to VI

• World-Class Communications

• Cost-effective media buying (across the region)

• Evaluation

• Cost-effective production

• Honest pricing

• Partnership