how to do even better with less and less?
Post on 18-Jan-2015
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Friday 17 February 12
Friday 17 February 12
Friday 17 February 12
Friday 17 February 12
How to make the most of your (smaller) budget?
Friday 17 February 12
Friday 17 February 12
Start behaving as a 21 st century brand#1
Friday 17 February 12
BRAND PROMISE• brand USP• brand logo
• brand campaign• brand identity• brand mgmt
Friday 17 February 12
This is not what modern brand building should be:
“Brand building is about pursuing a cause that adds
value to people’s lives.”
(Jonathan Mildenhall, VP global advertising, Coca Cola)
Friday 17 February 12
Zappos decided to re-direct its marketing budget towards delivering exceptional customer service with a great company
culture
for example : Zappos
Friday 17 February 12
beyond the promise
company cause
employee recruitment
partnerships HR policy
new product development
co-creation
value to people’s lives
cultural change
empowerment
brand fansservice design
personal development
need for another approach to brand building:
BRAND PROMISE• brand USP• brand logo
• brand campaign• brand identity• brand mgmt
Friday 17 February 12
To build brands “beyond the promise”, we need a new skill
set, built on 6 principles.
Friday 17 February 12
“promise” brand building
define a marketing positioning
BEYOND THE PROMISEprinciple #1
articulate your position in the
real world.#1
Friday 17 February 12
“promise” brand building
translate your positioning to
a promise
BEYOND THE PROMISEprinciple #2
create proof for your position.
#2
Friday 17 February 12
“promise” brand building
send messages
BEYOND THE PROMISEprinciple #3
create engagement.
#3
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“promise” brand building
360° broadcasting
BEYOND THE PROMISEprinciple #4
365 days planning
#4
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Friday 17 February 12
“promise” brand building
safeguard consistency
BEYOND THE PROMISEprinciple #5
manage coherence
#5
Friday 17 February 12
Friday 17 February 12
“promise” brand building
influence and measure what people THINK
BEYOND THE PROMISEprinciple #6
influence and measure what
people DO#6
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Friday 17 February 12
Expa nd your vision on owned media#2
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EARNEDMEDIA
PAIDMEDIA
OWNED MEDIA
What you have been told a 100 times by now (boring)
MEDIA
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MEDIA SERVICE DESIGN
FOCUS ON BEHAVIOURS INSTEAD OF
MEDIA
(REAL-TIME)CONTENT
Yet, owned media is more than websites, facebook pages..
Friday 17 February 12
SERVICE DESIGN
FOCUS ON BEHAVIOURS INSTEAD OF
MEDIA
(REAL-TIME)CONTENT
MEDIA
Friday 17 February 12
Behaviour : taxi driverslike talking
Media insight : let them become your ambassadors
Friday 17 February 12
MEDIA SERVICE DESIGN
FOCUS ON BEHAVIOURS INSTEAD OF
MEDIA
(REAL-TIME)CONTENT
Friday 17 February 12
BRANDS
(BOUGHT) MEDIA
AUDIENCE
Friday 17 February 12
BRANDS = MEDIA
AUDIENCE
Friday 17 February 12
Relevant content : Orange (The Feed)
Friday 17 February 12
Friday 17 February 12
MEDIA SERVICE DESIGN
FOCUS ON BEHAVIOURS INSTEAD OF
MEDIA
(REAL-TIME)CONTENT
Friday 17 February 12
How to report on your own service
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How staff is behaving
Friday 17 February 12
Measure to optimise, not to report#3
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Continuous improvement
Friday 17 February 12
Continuous improvement
Friday 17 February 12
Define: objectives
Friday 17 February 12
Define: objectives
BRANDING (awareness, preference,…)
Friday 17 February 12
Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
Friday 17 February 12
Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
TRAFFIC BUILDING (website visitors, footfall)
Friday 17 February 12
Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
TRAFFIC BUILDING (website visitors, footfall)
- can be me measured with traffic data
Friday 17 February 12
Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
TRAFFIC BUILDING (website visitors, footfall)
- can be me measured with traffic data
SALES (e-commerce, store,…)
Friday 17 February 12
Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
TRAFFIC BUILDING (website visitors, footfall)
- can be me measured with traffic data
SALES (e-commerce, store,…)
- can be measured via sale figures
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Translate them into goals/KPI’s
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Example :
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Define starting point, then improve
• Define baseline• E.g. 10 000/ day
Uplift from baselineE.g. + 10% traffic in one month
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Continuous improvement
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Follow-up KPI’s
Calls for actionFriday 17 February 12
Continuous improvement
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Berlitz : banners - Adwords
• iProspect
• BE
• Budget: €29.890
Ruilcontract De Standaard : banners op De Standaard Biz
Budget: € 51.143
Website traffic as measure of succes
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Cost per visitor
BANNERS- € 51.143- 704 Unique visitors * 70% Bounce = 211 Visitors
Cost per visitor: € 242
ADWORDS- € 29.890- 52 145 Unique visitors * 36% Bounce = 33 373 Visitors
Cost per visitor: € 0,9
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Continuous improvement
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Dexia banners mediaplan
• > 30 media
• Approx. € 300 000 banner media spending
• Multiple different formats
• Leaderboard
• IMU
• Splashpage
• Editorial box
• ….
• Planning fixed for 3 months
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This case: traffic building to new website
• After the first week we could already see a huge difference in performance
€ 6 € 3 114
MSN home 3ADSkynet IMULilli
€ 20
MSN Lifestyle IMU
€ 24
Skynet IMUJack
€ 29
MSN Lifestyle IMU
€ 111
RewebSplashpage
€ 58
Het NieuwsbladROS
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Optimise in terms of :
• Example : max price of € 35 / contact
• Be present in targeted + wide media
• Double the number of contacts or save 50 %
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Continuous improvement
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Control : back to KPI report
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Measure to optimise#3
#2
#1 Behave as a 21 century brand
Expand your view owned media
Friday 17 February 12
Friday 17 February 12
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