#MarketingEventsAwards spills: P2P Marketing Communications CEO on the future of events in Vietnam


P2P was one of the hot finalists for MARKETING-INTERACTIVE's Marketing Events Awards 2020. Entering with clients Heineken Vietnam Brewery, the agency made the shortlist for  Best consumer event: product launch / re-launch. Phong, CEO of P2P Marketing Communications said, " First of all, I would like to send my sincere thanks to Marketing Events Award 2020 for creating this amazing chance for us to share our idea about this special industry."

He added that despite the year the agency has had, clients still have big expectations for the agency.

This interview is done as part of MARKETING-INTERACTIVE’s winners and finalists’ interview series for Marketing Events Awards 2020. To find out more about the awards, click here

What are some of the expectations clients have for the agency?

Phong: There are three main reasons why a client chooses an agency. Firstly, the sustainability and sales focus. P2P understands insight from each region and provides suitable solutions based on the client's target audience. Our business philosophy is to understand each of our clients' demands. The second is cost management - how can agencies provide the best plan for an event / activation with at the best possible price. And the final one is data driven - especially for below-the-line activities. This is our chance to talk to our client’s consumer or end user and we highly focus on the value of the communication and information as it allows brands to understand more about their target audience and agency to maximise effectiveness of client’s budget.

How has your marketing/your clients marketing plans shifted this year?

Phong: Fortunately, Vietnam has not been affected too much by the COVID-19 pandemic in 2020.  I have to say Vietnam is the rare market which still creates growth value for some international groups or companies. It is a good thing, but we have to talk about their changing mission and business objectives in this market. With higher expectations and KPIs, companies have shifted their marketing plans to focus more on sales volume development rather than brand image building.

Moreover, with changing consumer behavior, businesses' engagement has shifted from on premises to off premises channels and from offline to online. Despite the tight budget, our clients aren't now focusing much on each individual marketing channel, but rather want a integrated marketing plan to bring the best performance in each short phase of marketing plan. There is also an increased focus on digital and eCommerce platform. 

What are some of the trends you see carrying on post-pandemic, and how are you readying your workforce to be ready with these trends?

Phong: As an integrated BTL agency, we understand the need for new ideas and trends. Our key focus is in investing in our technology to reduce cost for our clients. With a rise in marketing experiences via virtual platforms, management tools, automatic experiences we upgraded our facilities to meet our client demands. More than that, our coding and in-house departments will continue to help in designing and modifying products for each client effectively. Don’t get me wrong! We won’t provide the same solution. Follow the marketing principles, we have to make every experience different, but we will ensure the effective use of technology.    

What do you think makes for great marketing these days?

Phong: This is a very interesting question! In my opinion, there are three points to creating great marketing. Firstly, the marketing plan needs to generate value for market through sales volume for the company and benefit for consumer/ distributors. This is the core value of sustainable development. Secondly, I believe that marketing does not only support sales activities, but also creates a network with consumers. The right marketing plan can trigger or generate attraction for consumers and push the right information to their minds naturally. Finally, digital will be involved effectively with BTL. We believe that inspiration may change consumer’s behavior. And only a great marketing campaign can create that special inspiration for a brand's target audience.

How are you planning for 2021?

Phong: Let me summarise some key point of our strategy for 2021:

  • Investing in technology to reduce cost for our clients.
  • Updating the new way of sales and promotion by combining direct experience at POS with digital’s activities.
  • Finally, develop our employees and management team. We are looking to build a team with a strong mindset, critical thinking and imagination. Employee’s development makes the performance of the company.

In conclusion, we hope for a great 2021, and we prepared for any changes! Can’t wait to put our enthusiasm and experience with our clients and community to action.