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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. Start behaving as a 21 st century brand#1 Friday 17 February 12
  • 8. BRAND PROMISE • brand USP • brand logo • brand campaign • brand identity • brand mgmt Friday 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. 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. 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. To build brands “beyond the promise”, we need a new skill set, built on 6 principles. Friday 17 February 12
  • 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. “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. “promise” brand building send messages BEYOND THE PROMISE principle #3 create engagement. #3 Friday 17 February 12
  • 16. “promise” brand building 360° broadcasting BEYOND THE PROMISE principle #4 365 days planning #4 Friday 17 February 12
  • 17. Friday 17 February 12
  • 18. “promise” brand building safeguard consistency BEYOND THE PROMISE principle #5 manage coherence #5 Friday 17 February 12
  • 19. Friday 17 February 12
  • 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. Friday 17 February 12
  • 22. Expa nd your vision on owned media#2 Friday 17 February 12
  • 23. EARNED MEDIA PAID MEDIA OWNED MEDIA What you have been told a 100 times by now (boring) MEDIA Friday 17 February 12
  • 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. SERVICE DESIGN FOCUS ON BEHAVIOURS INSTEAD OF MEDIA (REAL-TIME) CONTENT MEDIA Friday 17 February 12
  • 26. Behaviour : taxi drivers like talking Media insight : let them become your ambassadors Friday 17 February 12
  • 27. MEDIA SERVICE DESIGN FOCUS ON BEHAVIOURS INSTEAD OF MEDIA (REAL-TIME) CONTENT Friday 17 February 12
  • 28. BRANDS (BOUGHT) MEDIA AUDIENCE Friday 17 February 12
  • 29. BRANDS = MEDIA AUDIENCE Friday 17 February 12
  • 30. Relevant content : Orange (The Feed) Friday 17 February 12
  • 31. Friday 17 February 12
  • 32. MEDIA SERVICE DESIGN FOCUS ON BEHAVIOURS INSTEAD OF MEDIA (REAL-TIME) CONTENT Friday 17 February 12
  • 33. How to report on your own service Friday 17 February 12
  • 34. How staff is behaving Friday 17 February 12
  • 35. Measure to optimise, not to report#3 Friday 17 February 12
  • 36. Continuous improvement Friday 17 February 12
  • 37. Continuous improvement Friday 17 February 12
  • 38. Define: objectives Friday 17 February 12
  • 39. Define: objectives BRANDING (awareness, preference,…) Friday 17 February 12
  • 40. Define: objectives BRANDING (awareness, preference,…) - can be measured via market research Friday 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 data Friday 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 figures Friday 17 February 12
  • 45. Translate them into goals/KPI’s Friday 17 February 12
  • 46. Example : Friday 17 February 12
  • 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. Continuous improvement Friday 17 February 12
  • 49. Follow-up KPI’s Calls for action Friday 17 February 12
  • 50. Continuous improvement Friday 17 February 12
  • 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. 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. Continuous improvement Friday 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 months Friday 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 € 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. 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 improvement Friday 17 February 12
  • 58. Control : back to KPI report Friday 17 February 12
  • 59. Measure to optimise#3 #2 #1 Behave as a 21 century brand Expand your view owned media Friday 17 February 12
  • 60. Friday 17 February 12