How to do even better with less and less?
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Transcript of How to do even better with less and less?
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How to make the most of your (smaller) budget?
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Start behaving as a 21 st century brand#1
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BRAND PROMISE• brand USP• brand logo
• brand campaign• brand identity• brand mgmt
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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)
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Zappos decided to re-direct its marketing budget towards delivering exceptional customer service with a great company
culture
for example : Zappos
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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
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To build brands “beyond the promise”, we need a new skill
set, built on 6 principles.
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“promise” brand building
define a marketing positioning
BEYOND THE PROMISEprinciple #1
articulate your position in the
real world.#1
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“promise” brand building
translate your positioning to
a promise
BEYOND THE PROMISEprinciple #2
create proof for your position.
#2
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“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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“promise” brand building
safeguard consistency
BEYOND THE PROMISEprinciple #5
manage coherence
#5
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“promise” brand building
influence and measure what people THINK
BEYOND THE PROMISEprinciple #6
influence and measure what
people DO#6
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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..
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SERVICE DESIGN
FOCUS ON BEHAVIOURS INSTEAD OF
MEDIA
(REAL-TIME)CONTENT
MEDIA
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Behaviour : taxi driverslike talking
Media insight : let them become your ambassadors
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MEDIA SERVICE DESIGN
FOCUS ON BEHAVIOURS INSTEAD OF
MEDIA
(REAL-TIME)CONTENT
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BRANDS
(BOUGHT) MEDIA
AUDIENCE
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BRANDS = MEDIA
AUDIENCE
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Relevant content : Orange (The Feed)
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MEDIA SERVICE DESIGN
FOCUS ON BEHAVIOURS INSTEAD OF
MEDIA
(REAL-TIME)CONTENT
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How to report on your own service
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How staff is behaving
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Measure to optimise, not to report#3
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Continuous improvement
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Continuous improvement
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Define: objectives
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Define: objectives
BRANDING (awareness, preference,…)
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Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
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Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
TRAFFIC BUILDING (website visitors, footfall)
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Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
TRAFFIC BUILDING (website visitors, footfall)
- can be me measured with traffic data
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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,…)
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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
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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
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