TS PULSE MARCH JULY 2017 CM SPOTLIGHT
CM SPOTLIGHT
RADHIKA: BRAND [ IN ] in APAC
APAC introduced an # Awesomesauce workshop this year to increase the sales of Sponsored Updates in the region. It was a partnership series of events with SCs, AMs and CMs involved in educating and giving the clients a hands-on experience. We caught up with Radhika who hosted the event in Singapore and Hong Kong.
1. What is BrandIn? Brand [ in ] is a content marketing workshop enveloped within the context of Talent Brand that provides an important perspective on social hiring to prospective & existing clients. It’ s a teaser on how to leverage sponsored content as the attendees are provided with SU Accounts & complimentary credit to practice firsthand all the ideas presented to them by internal & external content marketing experts.
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2. How popular / successful this is in APAC? Brand [ in ] Content Roadshow actually started off in India as the“ SU Learn, Try & Buy” event. Initially it focused at converting prospective clients with media buy. Subsequently, Nina Blankenship & I adopted it for Asia Staffing & we began to see tremendous traction with this program. The corporate business wanted to try it out but right around that time there was a global initiative to push content marketing. So out of that was birthed an evolved format called Brand [ in ] which aimed at not just lead generation for new business but also to push utilization with existing clients & aiding renewals. Ritika Taneja, Inez Chan, Eunice Wong & Mandy Wong led the charge for SG & HK from the solutions side for the corp events.
3. How many clients attended? Asia Staffing: 25; SG Corp: 75; HK Corp: 31
4. Any success stories? In terms of revenue generated, we will find that out in the next couple of weeks as marketing helps us track the numbers. From the feedback we’ ve received directly from the Sales Reps & Clients after the sessions, I can say that the event itself has been a source of empowerment for both sets of stakeholders to understand the content marketing landscape & getting started.
They felt that they were receiving the best in class information, data, tips & best practices & most importantly, that LinkedIn understood their business needs & was catering to them effectively. Monetarily, it is an initial investment to prove ROI to our clients in a short time span. As challenging as it seems, it also helps shorten the sales cycle & get the client’ s buy in quickly. So, I would say success is in showing them the potential & we’ ve managed to do that.