Integrating Online Dialogue to company’s marketing mix –case Fazer @kati_sulin #TOPmarketing 17/10/12 14.11.2018 © Fazer. All rights reserved

14.11.2018 Fazer Food Services Fazer Confectionery Fazer Bakeries

The digital-embedded life Huge opportunity for the brand. 14.11.2018 © Fazer. All rights reserved

Bringing people together, the digital way 14.11.2018 Bringing people together, the digital way Ravintolapäivä 14.11.2018 © Fazer. All rights reserved Image CC: tulenheimo

Falling in love, the digital way 14.11.2018 Falling in love, the digital way Datable.com 14.11.2018 © Fazer. All rights reserved

Listening to music, the digital way 14.11.2018 Listening to music, the digital way Spotify and other streaming apps 14.11.2018 © Fazer. All rights reserved

Working, the digital way 14.11.2018 Working, the digital way Gold farming in online games 14.11.2018 © Fazer. All rights reserved

Helping others, the digital way 14.11.2018 Helping others, the digital way Kiva.org 14.11.2018 © Fazer. All rights reserved

Consumer Understanding is the key Daily time allocation 14.11.2018 © Fazer. All rights reserved

Expanding the brand experience 14.11.2018 Expanding the brand experience Service Publications Dialogue Advertising/branding Product/service Factory visits Event/face to face Fazer news Brandjournalism Entertainment 10

14.11.2018 Fazer ecosystem CHOCOLATE | Chocolate 11

Online version, iPad version, blog 14.11.2018 Product info, online customer service on site / Twitter, product development Brand stories, Facebook fan page, product info, Twitter feed, competitions, videos, iPhone application (recipe book, healt info, etc) Online version, iPad version, blog Sharing of experiences, contact form Product/service Fazer online comms, additional info, blog, video, pictures, etc. Event info, expert blog, invite and register, Twitter feed Advertising/branding Seasonal blogs, video stories, recipes & tips Fazer publications Events/Face to face Fazer news 12 Factory visits Seasons

The way to build brands has changed TV-led Broadcasting Paradigm Word-of-Mouth-led Internet Paradigm Recommender Score Total Population Brand Awareness Brand Strength = f (No of Users x Net Promoters) Brand Consi- deration Target Brand Preference Strength of Preference Today Number of Users Message + Media Experience + Word-of-Mouth 14.11.2018 © Fazer. All rights reserved

Decisions are emotional.

Brands drive feelings.

Brand = promise = value

Rethink your touchpoint strategy Bought Media Earned media PR WoM Own media Relationship marketing Retail POS TV Digital marketing NBR Print Consumer Event sponsorship product placement etc. Service Comms Radio Blogs Social media 14.11.2018 © Fazer. All rights reserved

Rethink your internal way of working ATL Retail PR Digital 18

Every idea is the result of a collaboration. 14.11.2018 © Fazer. All rights reserved

ANIMATED STORY OF PAX FROM FINLAND ONLINE DIALOGUE -PAX challenge in Fazer blog -Twitter discussion -Facebook distribution PR HELSINKI-NEW YORK -flight - Product sampling + QR code HELSINKI-VANTAA AIRPORT -product sampling with QR code EVENTS Visitor marketing at the factory ANIMATED STORY OF PAX FROM FINLAND F MAGAZINE (QR CODE) M&M PAID ADVERTISEMENT MOBILE OPTIMIZED CAMPAIGN SITE

Makes the world taste good. 14.11.2018 © Fazer. All rights reserved