Belgacom and Famous present
        5 key success factors
     for profitable campaigns
•   Agenda
•   Accountability? Facts please...
•   5 lessons illustrated via Belgacom TV
An eye opening study


Based on a sample of 880
campaigns.


Reveals factors that make
marketing profitable, but also
expo...
The analysis is entirely
evidence-based – there are
no unsubstantiated opinions or
theories.


The report provides dozens ...
Case study : Better Football for better TV
• Market

• Belgacom owns exclusivity on Jupiler Pro League

• Belgian soccer i...
Case study : Better Football for better TV
• Objectives

• Acquisition of new BGC TV-customers + BGC TV foot
  subscriptio...
Case study : Better Football for better TV
•   Creative concept

1. Tackle the problem: render football attractive

2. Add...
Case study : Better Football for better TV
•   Key Visual
Case study : Better Football for better TV
•   Key Visual
Case study : Better Football for better TV
• Media

•   Step   1:   P.R.
•   Step   2:   TV
•   Step   3:   Mailing.
•   S...
Case study : Better Football for better TV
• Media

•   Step 1: P.R.
Case study : Better Football for better TV
Case study : Better Football for better TV
• Step 3 & 4 : Mailing Target and web response

• A mailing to 97.188 prospects...
Case study : Better Football for better TV

   • Mailing
• Mailing
• Mailing
Lesson 1 : Fame campaigns deliver superior results



• Fame : a definition
   “ Become talked about by the virtue of the ...
Lesson 1 : Fame campaigns deliver superior results

• Fame = Get the brand talked about / make it famous

• It’s about cre...
Lesson 1 : Fame campaigns deliver superior results
• Communications models that are more likely to yield strong
  business...
Lesson 2 : Combined Media usage leads to better results

  •   Multi channel campaigns are more effective
       – Maximal...
Lesson 3 : Be famous for the good reasons

•   Growing AWARENESS is not mandatory for success: IPA
    database reports 30...
Lesson 3 : Be famous for the good reasons

•   One believes that who recalls advertising is more likely
    to be a user

...
Lesson 3 : Be famous for the good reasons


•   What matters is weather the advertising raised
    saliency . It helps to ...
Lesson 4 : TV ,in any form, remains king
•   Campaigns using TV have outperformed others

•   TV is the ideal medium to ve...
Lesson 5 : DM ? Rational or Emotional?

•   In product categories where purchase intervals are long
    consumers alternat...
Lesson 5 : DM ? Rational or Emotional?


  Frequently heard question…How can we do better next
  time?


  Is DM the right...
Lesson 5 : DM ? Rational or Emotional?

•   Map the stage in the sales funnel of the customer bases
    while developing o...
REPEAT HERE THE TITEL OF YOUR CHAPTER




Lesson 5 : DM ? Rational or Emotional?
      Knowledge = Familiartity with the b...
Lesson 5 : DM ? Rational or Emotional?

     Target Group : how well was the audience selected


     Offer: how appealing...
Summary:
•   Fame strategies deliver superior results

•   Media combinations drive efficiency

•   Saliency and likeabili...
Summary:

•   TV in any form is King for creating emotions

•   Mapping your sales funnel is key for DM strategies :
    –...
Discovery 7 Drivers To Efficiency
Discovery 7 Drivers To Efficiency
Discovery 7 Drivers To Efficiency
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Discovery 7 Drivers To Efficiency

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Transcript of "Discovery 7 Drivers To Efficiency"

  1. 1. Belgacom and Famous present 5 key success factors for profitable campaigns
  2. 2. • Agenda • Accountability? Facts please... • 5 lessons illustrated via Belgacom TV
  3. 3. An eye opening study Based on a sample of 880 campaigns. Reveals factors that make marketing profitable, but also exposes practices and myths that lead to waste and inefficiency.
  4. 4. The analysis is entirely evidence-based – there are no unsubstantiated opinions or theories. The report provides dozens of detailed recommendations and best practices covering every stage of campaign development and evaluation.
  5. 5. Case study : Better Football for better TV • Market • Belgacom owns exclusivity on Jupiler Pro League • Belgian soccer is defensive. Belgian trainers are known for poor offensive tactics. • Telenet broadcasts Champions League ,premier league and italian league and competes with an attractive product
  6. 6. Case study : Better Football for better TV • Objectives • Acquisition of new BGC TV-customers + BGC TV foot subscriptions • Attract new subscribers. • Increase awareness of BGC FOOT • Increase attractiveness of Jupiler League.
  7. 7. Case study : Better Football for better TV • Creative concept 1. Tackle the problem: render football attractive 2. Address a message to 18 Jupiler League trainers 3. Get them to sign a charter for attractive football
  8. 8. Case study : Better Football for better TV • Key Visual
  9. 9. Case study : Better Football for better TV • Key Visual
  10. 10. Case study : Better Football for better TV • Media • Step 1: P.R. • Step 2: TV • Step 3: Mailing. • Step 4: Web
  11. 11. Case study : Better Football for better TV • Media • Step 1: P.R.
  12. 12. Case study : Better Football for better TV
  13. 13. Case study : Better Football for better TV • Step 3 & 4 : Mailing Target and web response • A mailing to 97.188 prospects. • 59.197 Belgacom customers ( Fixed line / Internet ) • Database of Sport/ Voetbalmagazine. – Look after comparable profiles in own database – 38.687 non-BGC customers of Sport/Voetbalmagazine • Response via web /phone/ point of sales
  14. 14. Case study : Better Football for better TV • Mailing
  15. 15. • Mailing
  16. 16. • Mailing
  17. 17. Lesson 1 : Fame campaigns deliver superior results • Fame : a definition “ Become talked about by the virtue of the attitudes and point of view of their project. It encourages brand perceptions that the brand is bigger than before ( Prue 1998)”
  18. 18. Lesson 1 : Fame campaigns deliver superior results • Fame = Get the brand talked about / make it famous • It’s about creating perceptions of being a brand that makes waves. • These campaigns generate strong emotional responses and cause the brand to stand out distinctively from other brands in the category.
  19. 19. Lesson 1 : Fame campaigns deliver superior results • Communications models that are more likely to yield strong business results use emotional involvement and fame models – Emotional campaigns aim for being liked and generate emotional engagement. – Intention is to transfer this emotion to the brand and build empathy. Empathy seeks to influence the decision – Fame is opposed to classical “reason why” or “persuasion” campaigns that argument with rational arguments.
  20. 20. Lesson 2 : Combined Media usage leads to better results • Multi channel campaigns are more effective – Maximal effectiveness is reached at 3 media • The Cravendale Milk case ( IPA database) – TV only sales up + 4,9% – DM ( door-coupons ) 8,6 % – POS only 0,5 % – TV+DM 31,7 % – TV+POS 22,5 %
  21. 21. Lesson 3 : Be famous for the good reasons • Growing AWARENESS is not mandatory for success: IPA database reports 30 % of effective cases with no increased awareness reported.
  22. 22. Lesson 3 : Be famous for the good reasons • One believes that who recalls advertising is more likely to be a user • BUT :In fact people who already know and use are those who have a better recall of the product • Solution :look for other more reliable KPI than mere awareness
  23. 23. Lesson 3 : Be famous for the good reasons • What matters is weather the advertising raised saliency . It helps to choose straightforward for this communication objective to reinforce the presence and the authority of the brand in the minds of the target • They discovered likeability being a better predictor of success / better than persuasion ( = rational)
  24. 24. Lesson 4 : TV ,in any form, remains king • Campaigns using TV have outperformed others • TV is the ideal medium to vehicle emotions – Decision making is rooted in emotions • It was shown that FAME is a potent way to promote a brand. TV is unrivalled for this, but think at TV in any form.
  25. 25. Lesson 5 : DM ? Rational or Emotional? • In product categories where purchase intervals are long consumers alternate between active and passive phases. • Emotional campaigns are effective in the latter , while information rich campaigns influence the active shoppers
  26. 26. Lesson 5 : DM ? Rational or Emotional? Frequently heard question…How can we do better next time? Is DM the right medium? What type of DM will be effective ?
  27. 27. Lesson 5 : DM ? Rational or Emotional? • Map the stage in the sales funnel of the customer bases while developing one to one communications • Sales funnel definition • Awareness->knowledge->likeability->purchase intention • Looking under the surface of response/ targets
  28. 28. REPEAT HERE THE TITEL OF YOUR CHAPTER Lesson 5 : DM ? Rational or Emotional? Knowledge = Familiartity with the brand, product , industry Attitude = drives people towards doing something Trust = Reputation Intention = indicates how well we succeeded in moving the target group in the sales funnel
  29. 29. Lesson 5 : DM ? Rational or Emotional? Target Group : how well was the audience selected Offer: how appealing was the offer Timing : Related to the stage of the buying process Creative: how well was the communication remembered and understood
  30. 30. Summary: • Fame strategies deliver superior results • Media combinations drive efficiency • Saliency and likeability are more important than mere awareness • Be Famous for the good reasons
  31. 31. Summary: • TV in any form is King for creating emotions • Mapping your sales funnel is key for DM strategies : – Which type of DM? Media combination – Offer strategy – Set frequency of communications/ Timing – Creative strategies – Sales strategy • ( direct sales/ lead generation/ traffic building)
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