The event “Build and Warm The Master Channel – Season 2: The Master Trend” took place on December 8, 2022 at Gem Center, Ho Chi Minh City attracted over 150 managers and business owners.

In addition, the event had the presence of experts in marketing, communications and technology fields, along with senior leaders from leading corporations in FMCG (Fast Moving Consumer Goods), retail and other fields. The speakers brought valuable sharings about “The Master Channel” – the most anticipated Marketing trend in the near future.

Looking back at “Build and Warm The Master Channel – Season 1” with 4 Core Elements

At the beginning of the event, Ms. Dinh Mong Kha – CEO VietGuys shared the entire definition of “The Master Channel” with 4 core elements:

• Channel: The main communication channel between the business and its customers.
• Experience: The operation system and personnel for core activities such as ordering, customer care, delivery, warranty, etc. All data in this “Core” part will be collected and stored in the powerful customer data platform PangoCDP.
• Warm: Activities to “warm up” the interaction channel with customers.
• Educate: Promote and increase users for the business interaction channel.

According to Ms. Dinh Mong Kha: “It’s time for businesses to need an official communication channel with their consumers, and that’s why they need “The Master Channel”. “The Master Channel” will help increase customer loyalty and optimize costs effectively. According to research, the cost of acquiring a new customer is 6-7 times higher than the cost of retaining an existing customer.”

Practical Application of “The Master Channel” for FMCG Industry

In Season 2, Mr. Hao Nguyen – CRO (Chief Revenue Officer) of DPoint, and Dr. Mai Thanh Viet – Deputy CEO of Nutifood, shared interesting stories about the practical application of “The Master Channel.”

Accordingly, Dr. Mai Thanh Viet emphasized: “The most important thing when applying “The Master Channel” is customer data. Whoever owns the most end user data has the competitive advantage. We need a centralized data system like PangoCDP to fulfill that role.”

Discussing further with Mr. Hao Nguyen, Dr. Mai Thanh Viet mentioned that the key to Nutifood’s successful campaigns is the segmentation of customers and creating specific scenarios for each customer group in PangoCDP. Segmenting customers to identify potential groups and those that need to be exploited has helped Nutifood’s team develop more suitable strategies for approaching customers, thereby increasing conversion rates.

The most successful outcome after applying “The Master Channel,” according to Dr. Mai Thanh Viet, is that “Nutifood has built a community of Nutifood product enthusiasts.”

Consumers always tend to trust opinions from others more than advertisements. Therefore, this community has helped Nutifood gain new customers when they constantly talk about the brand on platforms, especially on Zalo – a popular social network with more than 70 million users. This has helped the Nutifood brand become more widely known.

The highlight of the event “Build and Warm The Master Channel – Season 2: The Master Trend” was the DEMO experience of “The Master Channel” by Mr. Lee Nguyen of ByteTech – the company developing the PangoCDP solution.

Attendees experienced firsthand how a consumer will interact with the outlet through an activation sampling campaign with the support of the PangoCDP solution. They also learned how PangoCDP helps businesses implement campaigns, collect user data, and monitor campaign effectiveness. This created a series of interesting activities throughout the event.

Using Zalo as “The Master Channel”

The most anticipated part of the event was the discussion on “Super App Trends and Zalo’s Support for Business’ Interaction Channels” with speaker Tu Le – Senior Product Manager of Zalo, the most popular Super App  in Vietnam.

Although the Super App trend is still quite new in Vietnam, it has created positive responses from leading platforms, including Zalo. Zalo aims to become a Super App in which businesses will have access to a large user base through Mini App integration.

According to Mr. Tu, the benefits Zalo will bring to businesses when integrating “The Master Channel” include:

• Access to over 70 million Zalo users, increasing conversion rates.
• Enhance customer experience with special features on Zalo, such as Zalo OA and Zalo Mini App.
• Save costs, as sending a Zalo business message costs only 50 VND per message, compared to about 500 VND for a regular SMS.
• Leverage social media communication.

Practical Application of “The Master Channel” for the Retail Sector

Another sector of interest for the practical application of “The Master Channel” is retail. An intriguing story was shared by Mr. Kien Nguyen – Digital Transformation Manager of Couple Group – An investment group in the apparel and fashion industry, and owner of the Couple TX brand. He said the beginning of success when applying “The Master Channel” and PangoCDP for Couple TX is Black Friday 2022, when campaign results were continuously updated from data sources.

Mr. Kien Nguyen also shared the difficulties of inconsistencies between systems. As collecting “real-time” data is not easy; it requires cooperation of suppliers and the business’s own efforts.

To illustrate practically, Mr. Lee Nguyen once again brought a realistic experience of “The Master Channel” for attendees experiencing the real-life demo interactions, with a campaign to distribute shopping vouchers and a lively evaluation survey.

The event opened up a lot of valuable new knowledge and opportunities for individuals and businesses attending. Wrapping up the event, the team of ByteTech, VietGuys and DPoint also revealed Season 3 of “The Master Channel” with the first letter being: G. We will likely soon discover new, valuable, and surprising information about “The Master Channel” and look forward to impressive results from businesses.

Not only data exploitation strategies, but also detailed marketing campaign implementations for businesses based on data orientation and much new knowledge around The Master Channel will be presented in detail in The Main Interaction Channel – The Master Channel, Volume 1.

Six chapters of the book will guide readers through the impressive development journey of interaction methods between businesses and customers.

From the most primitive forms to multi-dimensional interactions in the smartphone era, the book will present successful stories along with leading global brands in boosting revenue by enhancing customer experience, explaining the success of The Master Channel concept when applied at two leading Vietnamese companies, Nutifood and CellphoneS.

The book is now available at Fahasa, Phuong Nam, Hai An, Ca Chep bookstores, and online at 24h bookshops and e-commerce platforms like Tiki, Shopee, and TikTok Shop. You can also quickly order the book here: https://i.o2o.vn/H767