Marketing Communications
Marketers in the world’s emerging markets are facing the same challenges as their colleagues in Western countries: fragmented target audiences, selective and individual use of media, fuelled by ever-increasing alternatives via the internet and decreasing marketing budgets. In addition, the emerging markets are characterised by a patchy print, TV and radio landscape, immense contrasts in lifestyle and behaviour between those living in metropolitan and rural areas, and extraordinary discrepancies between socio-demographic groups; not to forget very limited financial resources by a majority of the population.
The consequences? Proven marketing strategies do not necessarily work. Traditional tools and channels do not provide the cutting edge needed to create exceptional ROIs when launching a product, re-positioning a brand or protecting market shares.
Decision-makers increasingly rely on Public Relations as a discipline to reach their audiences in a more targeted and cost-effective way that avoids wasted media spendings and engages customers and/or consumers in an ongoing dialogue.
Business-to-Consumer
In countries where consumerism is often determined by limited financial resources, communicating product benefits is even more important than in established markets. To ensure their continued brand loyalty, consumers need to experience a brand and be reassured of their purchase decision.
Media Relations complement the marketing mix and increase the topicality of a brand or brand category. More importantly, public relations can create third-party endorsements that help elevate a regular consumer to the status of a brand advocate: the ultimate objective for marketers.
Action Global Communications’ young, creative professionals have in-depth knowledge of their local markets, and regularly team up with advertising and promotional agencies to help global brands succeed.
Business-to-Business
How can your company stand out in the market, maintain a positive corporate profile, get on tender shortlists for products or services and ensure that healthy price structures are sustained? By actively communicating within core industry segments, utilising ‘specialist’ editorial opportunities with targeted trade media, and by exploiting industry events or exhibitions as visibility platforms.
Helping clients engage with their customers through a variety of bespoke tools is at the core of Action’s achievements across three continents. Interview arrangements, round-table discussions, press conferences, corporate presentations, and exhibition support are all turnkey public relations tools that directly contribute to our clients’ business success.
