Building Believable Brands with SEM Campaigns

Building Believable Brands with SEM campaigns SEM FORUM - Hotel Le Meridien Brussels, 25 thJune 2009 www.lbigroup.be Kurt Vergult – Creative Director Antony Slabinck - Client Service Director Building Believable Brands

SEM FORUM - Hotel Le Meridien Brussels, 25 thJune 2009 www.lbigroup.be Kurt Vergult – Creative Director Antony Slabinck - Client Service Director Building Believable Brands

AGENDA 3)What’s important? 4)The Problem 5)The Solution 6)Key values for Building Believable Brands 7)Can we combine SEM Campaigns & BBB? 8)Some SEM Cases Building Believable Brands

1. What’s important? Building Believable Brands

About LBi The leading digital agency in Europe ... >160M turnover... >1500 employees... 12 Countries... 35 offices... Vision... Values... Brand... Awards…Products... Nice ... but it doesn’t really matter! Building Believable Brands

About your company ... Turnover... Number of employees... Number of countries... Number of offices... Vision... Values... Brand... Awards… Products... Yes, it’s important, but does it really matter? Building Believable Brands

If our/your company data doesn’t matter... What ? Does Matter ? …WHAT Yes, We ? Building Believable Brands

YOUR CUSTOMER And... He wants to have fun. He wants to get added value. He even wants to be part of a community... and get engaged Building Believable Brands

This is your brand today 0.0 & 1.0 Your Brand Building Believable Brands

Today an average person sees 4.000 ads a day Doesn’t make any sense to add your message on top of that Massive overload of information Building Believable Brands

2. The Problem Building Believable Brands

Consumers vs your brand – Web 0->1.0 Your Brand The old world Building Believable Brands

Customers aren’t listening The old world was about control The old world was very linear The broadcast of the few has given way to the narrowcast of the many Building Believable Brands

Buy more Adwords? Building Believable Brands

Consumers vs your brand – Web 2.0 Your Brand The new world Building Believable Brands

Make them eager to find you, your site, your brand Building Believable Brands

The new world is about empowerment New world = new attitudes Building Believable Brands

Support their creative conversation Building Believable Brands

You can’t solve problems & challenges of today with the answers of yesterday Building Believable Brands

You might miss their world Building Believable Brands

United Airlines Commercial An existing TV commercial from United Airlines on TV in 2006 • Setup : The management Board Room in 1989 • Our oldest customer just fired us after twenty years... : • In a conference room, a manager announces they have just lost a major long-time client, one too many. It's time for a "face-to-face" policy, in other words, not just call the customer, but also meet him. He starts handing out plane tickets to the other employees... which leaves room for a brilliant conclusion. This video can be viewed at Youtube : http://www.youtube.com/watch?v=zZ6Z8kcoi-E Building Believable Brands

3. The Solution Building Believable Brands Building Believable Brands

No more sandcastles Building Believable Brands

No more ‘targets’ “Customers aren’t targets anymore… they are your most important assets” Meg Whitman, CEO & President, eBay Building Believable Brands

No more evil marketing Building Believable Brands

Listen to your customers Join their dialogue Building Believable Brands

Consumers are are interacting with each other Building Believable Brands

Engage consumers on their terms Building Believable Brands

Join their conversation Building Believable Brands

Your Brand Promise and your Service have to be one and the same Believable brands are part of consumers’ lives by adding value, richness, fun… Building Believable Brands

Pick up user generated stories Enhance them Building Believable Brands

Technology brings as well the solution Building Believable Brands

4. Key values to Build Believable Brands Building Believable Brands

Sharing Honesty Dialogue Participation Building Believable Brands Openess Trust Listening Positivism Consistency Relevancy Added Value Authenticity Collaboration Building Believable Brands

5. SEM Campaigns Building Believable Brands

Building Believable Brands & SEM Campaigns Building Believable Brands

What do you think? Can we use SEM Campaigns to Build Believable Brands? Building Believable Brands

6. Some SEM Cases Building Believable Brands

Case 1 : Lufthansa bidding KLM adwords? Building Believable Brands

Case 2 : Car insurances with 60% discount? Building Believable Brands

Case 3 : MC Cain buying Obama Adwords? Bill Elward : <<So you can certainly imagine my surprise when I stumbled upon a McCain ad while searching Google for the term "obama". McCain had my vote up until that moment… It saddens me to think that our potential President would conduct his campaign in such a way - it scares me to think how he might run the country.>> Building Believable Brands

Case 4 : LandRover starting a conversation First steps into Conversation Marketing Building Believable Brands

Case 5 : VOLVO Ad on YouTube Go to WWW Building Believable Brands

Case 5 : VOLVO XC60 on Twitter Building Believable Brands

Case 5 : VOLVO XC60 on Flickr Building Believable Brands

Go to WWW Case 6 : Meet the VOLKSWAGENS First steps into Contextual Marketing Building Believable Brands

Case 6 : Meet the VOLKSWAGENS Go to WWW Building Believable Brands

Building Believable Brands

Contextual Marketing Agreed! It’s still experimental … imagine the possibilities Building Believable Brands

Listen to & join their conversations Build honest relationships with your audience / customers Start an ongoing dialogue with your customer Search for Brand Advocates and empower them! Evolve, Engage and empower your communities Building Believable Brands

Building Believable Brands with SEM Campaigns? YES WE DO! Thank you! Now we want to listen to you... Answer your questions ... And start a dialogue! Contact: Kurt Vergult – Creative Director Antony Slabinck - Client Service Director LBi Belgium : www.twitter.comLBiBelgium Building Believable Brands

Building Believable Brands with SEM Campaigns

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