forumforfuturemarketing

This is our presentation about the 360° Marketing campaign supporting the launch of the new Mercedes-Benz C-Class in Hong Kong.

The campaign included very modern ways of communication, for example virtual test-drives in Second Life.  A short clip of the product presentation in Second life is also available:

360° marketing has only a chance to work, if there a basis is established, which sets the stage for it. This basis is a respectable corporate identity of a company and especially its core values. It is needed to create a distinctive image of a company or product in the heads of consumers. Only this way assures a high recognition value.

Because of this fact, I have chosen this picture, which shows apparently a luscious peach stone. The picture shows the stone, which stands for the corporate identity, encircled by the pulp. The pulp represents all marketing activities linked to 360° marketing.

Here you can read a description of the crossmedia-campaign for the Swiss fashion label “Yes or No”, which was realised in summer 2008 by “Planetactive Zürich”. The budget split between push- and pull-elements was 30% to 70%.

New Business was developed based on 360° View and on the leadership in 360° Marketing Management. Many companies started to have a close view in terms of Corporate Social Responsibility, Corporate Governance e.g. But new business must be developed further based on sustainable business. It is not only a matter of using social issues for creating more values by corporate communications. The 360° Marketing Leadership creates more business through sustainable management.

A-Business: Companies do commercial business
B-Business: Companiess support social work by sponsoring
C-Business: Companies use CSR for promoting the brand, public and customer
D-Business: Companies create new business through sustained management and marketing