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How to do even better with less and less?

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How to optimize one’s communications budget? To communicate differently also means to look at things in the long term, to look at the results after a series of actions and not to stick to a single......

How to optimize one’s communications budget? To communicate differently also means to look at things in the long term, to look at the results after a series of actions and not to stick to a single action.

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  • 1. Friday 17 February 12
  • 2. Friday 17 February 12
  • 3. Friday 17 February 12
  • 4. Friday 17 February 12
  • 5. How to make the most of your (smaller) budget?Friday 17 February 12
  • 6. Friday 17 February 12
  • 7. #1 Start behaving as a 21 st century brandFriday 17 February 12
  • 8. BRAND PROMISE • brand USP • brand logo • brand campaign • brand identity • brand mgmtFriday 17 February 12
  • 9. 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
  • 10. for example : Zappos Zappos decided to re-direct its marketing budget towards delivering exceptional customer service with a great company cultureFriday 17 February 12
  • 11. need for another approach to brand building: beyond the promise company value to cause BRAND PROMISE • brand USP people’s lives • brand logo • brand campaign • brand identity cultural change partnerships HR policy • brand mgmt brand fans co-creation service design employee recruitment personal development new product development empowermentFriday 17 February 12
  • 12. To build brands “beyond the promise”, we need a new skill set, built on 6 principles.Friday 17 February 12
  • 13. BEYOND THE PROMISE principle #1 “promise” #1 brand building articulate your define a marketing positioning position in the real world.Friday 17 February 12
  • 14. “promise” BEYOND THE PROMISE brand building principle #2 #2 translate your positioning to a promise create proof for your position.Friday 17 February 12
  • 15. BEYOND THE PROMISE “promise” principle #3 #3 brand building send messages create engagement.Friday 17 February 12
  • 16. BEYOND THE PROMISE “promise” principle #4 #4 brand building 360° broadcasting 365 days planningFriday 17 February 12
  • 17. Friday 17 February 12
  • 18. BEYOND THE PROMISE “promise” principle #5 #5 brand building safeguard manage consistency coherenceFriday 17 February 12
  • 19. Friday 17 February 12
  • 20. BEYOND THE PROMISE “promise” principle #6 brand building #6 influence and measure what influence and measure what people THINK people DOFriday 17 February 12
  • 21. Friday 17 February 12
  • 22. #2 Expa your vision nd on owned mediaFriday 17 February 12
  • 23. What you have been told a 100 times by now (boring) OWNED MEDIA PAID EARNED MEDIA MEDIA MEDIAFriday 17 February 12
  • 24. Yet, owned media is more than websites, facebook pages.. (REAL-TIME) CONTENT FOCUS ON BEHAVIOURS SERVICE MEDIA DESIGN INSTEAD OF MEDIAFriday 17 February 12
  • 25. (REAL-TIME) CONTENT FOCUS ON SERVICE BEHAVIOURS MEDIA DESIGN INSTEAD OF MEDIAFriday 17 February 12
  • 26. Behaviour : taxi drivers like talking Media insight : let them become your ambassadorsFriday 17 February 12
  • 27. (REAL-TIME) CONTENT FOCUS ON SERVICE BEHAVIOURS MEDIA INSTEAD OF DESIGN MEDIAFriday 17 February 12
  • 28. BRANDS (BOUGHT) MEDIA AUDIENCEFriday 17 February 12
  • 29. BRANDS = MEDIA AUDIENCEFriday 17 February 12
  • 30. Relevant content : Orange (The Feed)Friday 17 February 12
  • 31. Friday 17 February 12
  • 32. (REAL-TIME) CONTENT FOCUS ON SERVICE BEHAVIOURS MEDIA INSTEAD OF DESIGN MEDIAFriday 17 February 12
  • 33. How to report on your own serviceFriday 17 February 12
  • 34. How staff is behavingFriday 17 February 12
  • 35. #3 Measure to optimise, not to reportFriday 17 February 12
  • 36. Continuous improvementFriday 17 February 12
  • 37. Continuous improvementFriday 17 February 12
  • 38. Define: objectivesFriday 17 February 12
  • 39. Define: objectives BRANDING (awareness, preference,…)Friday 17 February 12
  • 40. Define: objectives BRANDING (awareness, preference,…) - can be measured via market researchFriday 17 February 12
  • 41. Define: objectives BRANDING (awareness, preference,…) - can be measured via market research TRAFFIC BUILDING (website visitors, footfall)Friday 17 February 12
  • 42. Define: objectives BRANDING (awareness, preference,…) - can be measured via market research TRAFFIC BUILDING (website visitors, footfall) - can be me measured with traffic dataFriday 17 February 12
  • 43. 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
  • 44. 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 figuresFriday 17 February 12
  • 45. Translate them into goals/KPI’sFriday 17 February 12
  • 46. Example :Friday 17 February 12
  • 47. Define starting point, then improve • Define baseline Uplift from baseline E.g. + 10% traffic in one month • E.g. 10 000/ dayFriday 17 February 12
  • 48. Continuous improvementFriday 17 February 12
  • 49. Follow-up KPI’s Calls for actionFriday 17 February 12
  • 50. Continuous improvementFriday 17 February 12
  • 51. Berlitz : banners - Adwords • iProspect Ruilcontract De Standaard : • BE banners op De Standaard Biz • Budget: €29.890 Budget: € 51.143 Website traffic as measure of succesFriday 17 February 12
  • 52. 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: € 0,9Friday 17 February 12
  • 53. Continuous improvementFriday 17 February 12
  • 54. Dexia banners mediaplan • > 30 media • Approx. € 300 000 banner media spending • Multiple different formats • Leaderboard • IMU • Splashpage • Editorial  box • …. • Planning fixed for 3 monthsFriday 17 February 12
  • 55. This case: traffic building to new website • After the first week we could already see a huge difference in performance €6 € 20 € 24 € 29 € 58 € 111 € 3 114 Skynet IMU Skynet IMU Het Nieuwsblad MSN home 3AD Lilli Jack ROS MSN Lifestyle MSN Lifestyle Reweb IMU IMU SplashpageFriday 17 February 12
  • 56. Optimise in terms of : • Example : max price of € 35 / contact • Be present in targeted + wide media • Double the number of contacts or save 50 %Friday 17 February 12
  • 57. Continuous improvementFriday 17 February 12
  • 58. Control : back to KPI reportFriday 17 February 12
  • 59. #1 Behave as a 21 century brand #2 Expand your view owned media #3 Measure to optimiseFriday 17 February 12
  • 60. Friday 17 February 12