Friday 17 February 12
Friday 17 February 12
Friday 17 February 12
Friday 17 February 12
How to make the most
of your (smaller) budget?
Friday 17 February 12
Friday 17 February 12
Start behaving as a
21 st century brand#1
Friday 17 February 12
BRAND PROMISE
• brand USP
• brand logo
• brand campaign
• brand identity
• brand mgmt
Friday 17 February 12
This is not what modern brand building should be:
“Brand building is about
pursuing a cause that adds
value to people’s li...
Zappos decided to re-direct its marketing
budget towards delivering exceptional
customer service with a great company
cult...
beyond the promise
company
cause
employee recruitment
partnerships
HR policy
new product development
co-creation
value to
...
To build brands “beyond the
promise”, we need a new skill
set, built on 6 principles.
Friday 17 February 12
“promise”
brand building
define a marketing
positioning
BEYOND THE PROMISE
principle #1
articulate your
position in the
rea...
“promise”
brand building
translate your
positioning to
a promise
BEYOND THE PROMISE
principle #2
create proof for
your pos...
“promise”
brand building
send messages
BEYOND THE PROMISE
principle #3
create
engagement.
#3
Friday 17 February 12
“promise”
brand building
360° broadcasting
BEYOND THE PROMISE
principle #4
365 days
planning
#4
Friday 17 February 12
Friday 17 February 12
“promise”
brand building
safeguard
consistency
BEYOND THE PROMISE
principle #5
manage
coherence
#5
Friday 17 February 12
Friday 17 February 12
“promise”
brand building
influence and
measure what
people THINK
BEYOND THE PROMISE
principle #6
influence and
measure what
...
Friday 17 February 12
Expa	
nd your vision
on owned media#2
Friday 17 February 12
EARNED
MEDIA
PAID
MEDIA
OWNED
MEDIA
What you have been told
a 100 times by now (boring)
MEDIA
Friday 17 February 12
MEDIA SERVICE
DESIGN
FOCUS ON
BEHAVIOURS
INSTEAD OF
MEDIA
(REAL-TIME)
CONTENT
Yet, owned media is more than
websites, face...
SERVICE
DESIGN
FOCUS ON
BEHAVIOURS
INSTEAD OF
MEDIA
(REAL-TIME)
CONTENT
MEDIA
Friday 17 February 12
Behaviour : taxi drivers
like talking
Media insight : let them become
your ambassadors
Friday 17 February 12
MEDIA SERVICE
DESIGN
FOCUS ON
BEHAVIOURS
INSTEAD OF
MEDIA
(REAL-TIME)
CONTENT
Friday 17 February 12
BRANDS
(BOUGHT) MEDIA
AUDIENCE
Friday 17 February 12
BRANDS = MEDIA
AUDIENCE
Friday 17 February 12
Relevant content : Orange (The Feed)
Friday 17 February 12
Friday 17 February 12
MEDIA SERVICE
DESIGN
FOCUS ON
BEHAVIOURS
INSTEAD OF
MEDIA
(REAL-TIME)
CONTENT
Friday 17 February 12
How to report on your own service
Friday 17 February 12
How staff is behaving
Friday 17 February 12
Measure to optimise,
not to report#3
Friday 17 February 12
Continuous improvement
Friday 17 February 12
Continuous improvement
Friday 17 February 12
Define: objectives
Friday 17 February 12
Define: objectives
BRANDING (awareness, preference,…)
Friday 17 February 12
Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
Friday 17 February 12
Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
TRAFFIC BUILDING (website visit...
Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
TRAFFIC BUILDING (website visit...
Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
TRAFFIC BUILDING (website visit...
Define: objectives
BRANDING (awareness, preference,…)
- can be measured via market research
TRAFFIC BUILDING (website visit...
Translate them into goals/KPI’s
Friday 17 February 12
Example :
Friday 17 February 12
Define starting point, then improve
• Define baseline
• E.g. 10 000/ day
Uplift from baseline
E.g. + 10% traffic in one month
...
Continuous improvement
Friday 17 February 12
Follow-up KPI’s
Calls for action
Friday 17 February 12
Continuous improvement
Friday 17 February 12
Berlitz : banners - Adwords
• iProspect
• BE
• Budget: €29.890
Ruilcontract De Standaard :
banners op De Standaard Biz
Bud...
Cost per visitor
BANNERS
- € 51.143
- 704 Unique visitors * 70% Bounce = 211 Visitors
Cost per visitor: € 242
ADWORDS
- € ...
Continuous improvement
Friday 17 February 12
Dexia banners mediaplan
• > 30 media
• Approx. € 300 000
banner media
spending
• Multiple different
formats
• Leaderboard
•...
This case: traffic building to
new website
• After the first week we could already see
a huge difference in performance
€ 6 € ...
Optimise in terms of :
• Example : max price of € 35 / contact
• Be present in targeted + wide media
• Double the number o...
Continuous improvement
Friday 17 February 12
Control : back to KPI report
Friday 17 February 12
Measure to optimise#3
#2
#1 Behave as a 21
century brand
Expand your view
owned media
Friday 17 February 12
Friday 17 February 12
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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 action.

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How to do even better with less and less?

  1. 1. Friday 17 February 12
  2. 2. Friday 17 February 12
  3. 3. Friday 17 February 12
  4. 4. Friday 17 February 12
  5. 5. How to make the most of your (smaller) budget? Friday 17 February 12
  6. 6. Friday 17 February 12
  7. 7. Start behaving as a 21 st century brand#1 Friday 17 February 12
  8. 8. BRAND PROMISE • brand USP • brand logo • brand campaign • brand identity • brand mgmt Friday 17 February 12
  9. 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. 10. Zappos decided to re-direct its marketing budget towards delivering exceptional customer service with a great company culture for example : Zappos Friday 17 February 12
  11. 11. beyond the promise company cause employee recruitment partnerships HR policy new product development co-creation value to people’s lives cultural change empowerment brand fans service design personal development need for another approach to brand building: BRAND PROMISE • brand USP • brand logo • brand campaign • brand identity • brand mgmt Friday 17 February 12
  12. 12. To build brands “beyond the promise”, we need a new skill set, built on 6 principles. Friday 17 February 12
  13. 13. “promise” brand building define a marketing positioning BEYOND THE PROMISE principle #1 articulate your position in the real world. #1 Friday 17 February 12
  14. 14. “promise” brand building translate your positioning to a promise BEYOND THE PROMISE principle #2 create proof for your position. #2 Friday 17 February 12
  15. 15. “promise” brand building send messages BEYOND THE PROMISE principle #3 create engagement. #3 Friday 17 February 12
  16. 16. “promise” brand building 360° broadcasting BEYOND THE PROMISE principle #4 365 days planning #4 Friday 17 February 12
  17. 17. Friday 17 February 12
  18. 18. “promise” brand building safeguard consistency BEYOND THE PROMISE principle #5 manage coherence #5 Friday 17 February 12
  19. 19. Friday 17 February 12
  20. 20. “promise” brand building influence and measure what people THINK BEYOND THE PROMISE principle #6 influence and measure what people DO #6 Friday 17 February 12
  21. 21. Friday 17 February 12
  22. 22. Expa nd your vision on owned media#2 Friday 17 February 12
  23. 23. EARNED MEDIA PAID MEDIA OWNED MEDIA What you have been told a 100 times by now (boring) MEDIA Friday 17 February 12
  24. 24. MEDIA SERVICE DESIGN FOCUS ON BEHAVIOURS INSTEAD OF MEDIA (REAL-TIME) CONTENT Yet, owned media is more than websites, facebook pages.. Friday 17 February 12
  25. 25. SERVICE DESIGN FOCUS ON BEHAVIOURS INSTEAD OF MEDIA (REAL-TIME) CONTENT MEDIA Friday 17 February 12
  26. 26. Behaviour : taxi drivers like talking Media insight : let them become your ambassadors Friday 17 February 12
  27. 27. MEDIA SERVICE DESIGN FOCUS ON BEHAVIOURS INSTEAD OF MEDIA (REAL-TIME) CONTENT Friday 17 February 12
  28. 28. BRANDS (BOUGHT) MEDIA AUDIENCE Friday 17 February 12
  29. 29. BRANDS = MEDIA AUDIENCE Friday 17 February 12
  30. 30. Relevant content : Orange (The Feed) Friday 17 February 12
  31. 31. Friday 17 February 12
  32. 32. MEDIA SERVICE DESIGN FOCUS ON BEHAVIOURS INSTEAD OF MEDIA (REAL-TIME) CONTENT Friday 17 February 12
  33. 33. How to report on your own service Friday 17 February 12
  34. 34. How staff is behaving Friday 17 February 12
  35. 35. Measure to optimise, not to report#3 Friday 17 February 12
  36. 36. Continuous improvement Friday 17 February 12
  37. 37. Continuous improvement Friday 17 February 12
  38. 38. Define: objectives Friday 17 February 12
  39. 39. Define: objectives BRANDING (awareness, preference,…) Friday 17 February 12
  40. 40. Define: objectives BRANDING (awareness, preference,…) - can be measured via market research Friday 17 February 12
  41. 41. Define: objectives BRANDING (awareness, preference,…) - can be measured via market research TRAFFIC BUILDING (website visitors, footfall) Friday 17 February 12
  42. 42. Define: objectives BRANDING (awareness, preference,…) - can be measured via market research TRAFFIC BUILDING (website visitors, footfall) - can be me measured with traffic data Friday 17 February 12
  43. 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. 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 figures Friday 17 February 12
  45. 45. Translate them into goals/KPI’s Friday 17 February 12
  46. 46. Example : Friday 17 February 12
  47. 47. Define starting point, then improve • Define baseline • E.g. 10 000/ day Uplift from baseline E.g. + 10% traffic in one month Friday 17 February 12
  48. 48. Continuous improvement Friday 17 February 12
  49. 49. Follow-up KPI’s Calls for action Friday 17 February 12
  50. 50. Continuous improvement Friday 17 February 12
  51. 51. 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 Friday 17 February 12
  52. 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: € 0,9 Friday 17 February 12
  53. 53. Continuous improvement Friday 17 February 12
  54. 54. Dexia banners mediaplan • > 30 media • Approx. € 300 000 banner media spending • Multiple different formats • Leaderboard • IMU • Splashpage • Editorial  box • …. • Planning fixed for 3 months Friday 17 February 12
  55. 55. 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 3AD Skynet IMU Lilli € 20 MSN Lifestyle IMU € 24 Skynet IMU Jack € 29 MSN Lifestyle IMU € 111 Reweb Splashpage € 58 Het Nieuwsblad ROS Friday 17 February 12
  56. 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. 57. Continuous improvement Friday 17 February 12
  58. 58. Control : back to KPI report Friday 17 February 12
  59. 59. Measure to optimise#3 #2 #1 Behave as a 21 century brand Expand your view owned media Friday 17 February 12
  60. 60. Friday 17 February 12
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