Olivier Van Cauwelaert en Diane Aerts - These Days
Transcript of Olivier Van Cauwelaert en Diane Aerts - These Days
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THE BRANDINTERACTION
COMPANY
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You Never Walk Alone
BRUSSEL, The Egg, 28/04/2011
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WELKOM
Olivier Van Cauwelaert, managing director wunderman
Diane Aerts, content marketing coördinator telenet
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PRIME = Film?
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5/3/2011 © THESE DAYS – The Brand Interaction Company
PRIME = Film +
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PRIME SPORT, 2 HAMVRAGEN!
■ Hoe awareness verder uitbouwen?
■ Hoe sales genereren?
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Wie willen we bereiken?
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Voetbalfans!
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Voetbalfans!
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Waar spelen ze hetmooiste buitenlandsevoetbal?Premier League, Primera División, Bundesliga, Ligue 1 of Eredivisie?
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1 vraag, 5 antwoorden
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In Spanje natuurlijk!
Pepe Gutierrez: “Als je écht voetbal wil zien, moet je Barcelona zien schitteren in de Primera División.”
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Zeker in Duitsland!
Günther Schalz: “Een weekend zonderBayern München te zien spelen in de Bundesliga is geen weekend.”
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Of zie je het beste voetbal in Engeland?
Jack Chapman: “Volg MAN U in de Premier League. En je begrijpt meteen waarom voetbal in Engeland uitgevonden is.”
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Toch Nederland?
Jasper Smit: “De Eredivisiebrengt eer aan voetbal,dat zegt de naam toch al?Zeker als je die 11 van Ajax ziet spelen.”
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Frankrijk is toch de max?
Stéphane Lejeune: “Het kleurrijkste voetbal krijg je als je spelers van alle kleuren en stijlen mengt.Dat bewijst Olympique Marseilleelke week in de Ligue 1.”
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Resultaat?
Vurig debat via
www.prime.be/voetbaldebat, twitter en facebook
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SEGMENTEREN!
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SEGMENTATIEMODEL
■ Extra aandacht voor high potentials binnen eigen klantenbestand
■ Indicatoren:
Andere contentpakketten
Product consumptie
Lifestage
= 128 subsegmenten = prioritaire clusters
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5/3/2011 © THESE DAYS – The Brand Interaction Company
SEGMENTATIEMODEL
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SEGMENTATIEMODEL MET DATA
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NIVEAU 1: ACTIEVE OPNAME
CONTENTPAKKET
■ Cluster 1
As 1: actieve opname contentpakket
As 2: niet gebruik van andere productcategorieën (DTV only)
As 3: families 12-18 en 18+ en medioren
Potentieel: 15.190 gezinnen
Vermoedelijke conversie: 1,5%
■ Cluster 2
As 1: actieve opname contentpakket
As 2: niet gebruik van andere productcategorieën (DTV + Internet standalone)
As 3: families 12-18 en 18+ en medioren
Potentieel: 12.540 gezinnen
Vermoedelijke conversie: 1,425%
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NIVEAU 1: CLUSTER 1 EN 2
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NIVEAU 2: VOD-OPNAME
■ Cluster 1
As 1: actieve opname VOD
As 2: andere productcategorieën (alle)
As 3: families 12-18 en 18+ en medioren
Potentieel: 9.400 gezinnen
Vermoedelijke conversie: 1,35%
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NIVEAU 2: CLUSTER 1
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Hoe hebben wedeze targets gehaald?
Via 360° touch points
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TOUCH POINTS – 360°APPROACH■ DM
■ EDM
■ Microsite
■ Bannering
■ Radio
■ Advertenties
■ LED-schermen
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WE
BS
ITE
= B
AC
KB
ON
E
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DIR
EC
T M
AIL
ING
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LE
D-S
CH
ER
ME
N
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AD
VE
RT
EN
TIE
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RA
DIO
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RESULTS
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■ Campagne van augustus 2010 tot september 2010
■ Facebook platform wordt nog dagelijks gevoed met nieuwe
content over buitenlandse voetbal
■ Sales hebben kwalitatieve leads gegenereerd met beperkte churn
FACTS
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■ Facebook van 0 naar 2.940 vrienden. Groeit nog steeds: 4.673
vrienden op 08/04/2011
■ DM: conversiefactor van 6 t.o.v. controlegroep
■ Sales: + 36% extra tijdens campagne / +7% extra 2010 na campagne
■ Online bannering:
Impressies: 41.338.375
Clicks: 170.820
CTR: 0,41%
FIGURES
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FIGURES
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3 succesfactoren= mission accomplished
1. Content
2. Segmentatie
3. Interactie
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Waar zie je hetmooiste voetbal?
Het mooiste voetbal zie je elke dag op PRIME Sport
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Waar zie je hetmooiste voetbal?
Het mooiste voetbal zie je elke dag op PRIME Sport
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THE BRAND INTERACTION COMPANY
Karel Oomsstraat 47b 2018 Antwerp Belgium Phone: +32 (0) 3 286 44 50 Fax: +32 (0) 3 286 44 51 [email protected]
www.thesedays.com
THANKSFOR YOUR
ATTENTION