Confidential and Proprietary
Dominik Dommick, 03. November 2010
Marken. Regeln brechen, auffallen,
anders sein.
media.netC...
Confidential and Proprietary 2
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Medien
Botschaft Kampagnen
Confidential and Proprietary
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Medien
Botschaft Kampagnen
Confidential and Proprietary30/01/15 | Confidential and Proprietary 9
Das Bild.
Botschaft
Confidential and Proprietary
230 Millionen Konten190 Märkte24 WährungenZahlungsvolumen 2009: $72 MrdRevenue 2009: $2.8 Mrd...
Confidential and Proprietary 11
Tatsache
Wahrnehmung
Confidential and ProprietaryGO TO HEADER/ FOOTER MENU TO SET TITLE 1/30/2015 12
Confidential and Proprietary
Confidential and Proprietary
9%
29%
13%
16%
10%
13%
10%
7%
22%
8%
9%
14%
32%
9%
23%
0%
3%
7%
59%
0%
9%
Savvy
Spenders
Onli...
Confidential and Proprietary
DAS IST GUT…DENN…
Das Gehirn lässt sich in Hauptmotivfelder einteilen:
″Balance ist das stärk...
Confidential and Proprietary
Confidential and Proprietary
Confidential and Proprietary
Wir sind groß!
Wir sind sicher!
Wir sind sympatisch!
Confidential and Proprietary 19
Medien
Botschaft Kampagnen
Confidential and Proprietary30/01/15 | Confidential and Proprietary 20
Der Weg zum Kopf…
Medien
Confidential and Proprietary 1/30/2015 21
Confidential and Proprietary 1/30/2015 22
Confidential and Proprietary
WERBEAUSGABEN SEIT 1990
23
Confidential and Proprietary
DAS EIGENTLICHE PROBLEM
24
Confidential and Proprietary
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Medien
Botschaft Kampagnen
Confidential and Proprietary30/01/15 | Confidential and Proprietary 31
Beispiel 1/5
Kampagnen
Confidential and Proprietary
Online Flight
32
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AD-RECOGNITION
9
15
0
20
40
60
80
100
Homepage Event
Freemailer
pre post
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0 10 20 30 40 50 60 70 80
is likeable
is competent
is a service I could trust
is a secure way...
Confidential and Proprietary
FUTURE USAGE OF PAYPAL
0
20
40
60
80
100
Sep 09 (n=466) Dec 09 (n=449)
Confidential and Proprietary
Preisvergleiche
Confidential and Proprietary
REDIRECT FLOW DOOYOO
1/30/2015 37
Confidential and Proprietary
0 20 40 60 80 100
is likeable
is competent
is a service I could trust
is a secure way to pay ...
Confidential and Proprietary
total (n=605)
67
redirect SCS
(n=167)
79
0
20
40
60
80
100
• People who recall the Paypal sit...
Confidential and Proprietary30/01/15 | Confidential and Proprietary 40
Beispiel 2/5
Kampagnen
Confidential and Proprietary 4130/01/15 | Confidential and Proprietary
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Confidential and Proprietary30/01/15 | Confidential and Proprietary 44
Beispiel 3/5
Kampagnen
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65
München „Hauptbahnhof“
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BEISPIEL
67
Confidential and Proprietary 68
BEISPIEL
Confidential and Proprietary30/01/15 | Confidential and Proprietary 69
Online vs. Offline
Vergleich
Confidential and Proprietary
AD RECOGNITION…
%
offline
online
Confidential and Proprietary
COMPREHENSION (SAFETY)…
%
offline online
Confidential and Proprietary
IMAGE…
%
offline
online
Confidential and Proprietary30/01/15 | Confidential and Proprietary 73
Beispiel 4/5
Kampagnen
Confidential and Proprietary30/01/15 | Confidential and Proprietary 74
Confidential and Proprietary30/01/15 | Confidential and Proprietary 75
Beispiel 5/5
Kampagnen
Confidential and Proprietary 76
Confidential and ProprietaryGO TO HEADER/ FOOTER MENU TO SET TITLE 1/30/2015 77
Confidential and Proprietary
Confidential and Proprietary 1/30/2015 79
Confidential and Proprietary30/01/15 | Confidential and Proprietary 80
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FazitIns Gehirn kommen!
Im Gehirn blieben!
Gespräch...
Confidential and Proprietary 82
Confidential and Proprietary
Confidential and Proprietary 84
30/01/15 | Confidential
Fragen? Fragen!
Confidential and Proprietary
skype dominikdommick
phone +49 30 8019 5516
mobile +49 160 713 37 82
mail ddommick@paypal.com...
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Dommick - PayPal: Marken. Regeln brechen, auffallen, anders sein.

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Vortrag media.net: “media.netCOMMUNICATION 03.November 2010: Marken. Regeln brechen, auffallen, anders sein. Dominik Dommick - GF PayPal

Wie sollten Marken in On- und Offline-Kanälen kommunizieren, um erfolgreich zu sein?

Warum wir uns mit der Online-Brand PayPal offline präsentieren müssen und weitere Einblicke in Kampagnen, die ich für kreativ und ungewöhnlich halte und die strategischen Überlegungen dahinter.

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  • Dommick - PayPal: Marken. Regeln brechen, auffallen, anders sein.

    1. 1. Confidential and Proprietary Dominik Dommick, 03. November 2010 Marken. Regeln brechen, auffallen, anders sein. media.netCOMMUNICATION
    2. 2. Confidential and Proprietary 2
    3. 3. Confidential and Proprietary 3
    4. 4. Confidential and Proprietary 4 Medien Botschaft Kampagnen
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    8. 8. Confidential and Proprietary 8 Medien Botschaft Kampagnen
    9. 9. Confidential and Proprietary30/01/15 | Confidential and Proprietary 9 Das Bild. Botschaft
    10. 10. Confidential and Proprietary 230 Millionen Konten190 Märkte24 WährungenZahlungsvolumen 2009: $72 MrdRevenue 2009: $2.8 Mrd>37% von eBay Inc.15% des globalen eCommerce12 neue Kunden pro Minute2700 $ pro Sekunde
    11. 11. Confidential and Proprietary 11 Tatsache Wahrnehmung
    12. 12. Confidential and ProprietaryGO TO HEADER/ FOOTER MENU TO SET TITLE 1/30/2015 12
    13. 13. Confidential and Proprietary
    14. 14. Confidential and Proprietary 9% 29% 13% 16% 10% 13% 10% 7% 22% 8% 9% 14% 32% 9% 23% 0% 3% 7% 59% 0% 9% Savvy Spenders Online Pacesetters Crunched Connectors Reward Reachers Cautious Conservatives Frugal Fashionistas Pragmatic Purchasers DAS GEGENÜBER : DER DEUTSCHE…
    15. 15. Confidential and Proprietary DAS IST GUT…DENN… Das Gehirn lässt sich in Hauptmotivfelder einteilen: ″Balance ist das stärkste Motiv. Es lässt den Menschen nach Harmonie, Ruhe und Sicherheit streben. Es vermeidet Gefahr und Risiko. Brain View. Warum Kunden kaufen. Hans-Georg Häusel
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    18. 18. Confidential and Proprietary Wir sind groß! Wir sind sicher! Wir sind sympatisch!
    19. 19. Confidential and Proprietary 19 Medien Botschaft Kampagnen
    20. 20. Confidential and Proprietary30/01/15 | Confidential and Proprietary 20 Der Weg zum Kopf… Medien
    21. 21. Confidential and Proprietary 1/30/2015 21
    22. 22. Confidential and Proprietary 1/30/2015 22
    23. 23. Confidential and Proprietary WERBEAUSGABEN SEIT 1990 23
    24. 24. Confidential and Proprietary DAS EIGENTLICHE PROBLEM 24
    25. 25. Confidential and Proprietary
    26. 26. Confidential and Proprietary
    27. 27. Confidential and Proprietary
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    29. 29. Confidential and Proprietary
    30. 30. Confidential and Proprietary 30 Medien Botschaft Kampagnen
    31. 31. Confidential and Proprietary30/01/15 | Confidential and Proprietary 31 Beispiel 1/5 Kampagnen
    32. 32. Confidential and Proprietary Online Flight 32
    33. 33. Confidential and Proprietary AD-RECOGNITION 9 15 0 20 40 60 80 100 Homepage Event Freemailer pre post
    34. 34. Confidential and Proprietary 0 10 20 30 40 50 60 70 80 is likeable is competent is a service I could trust is a secure way to pay online is an easy way to pay online is a fast way to pay online Mar-10 Jun-10 COMPREHENSION S S = statistisch signifikant unterschiedlich
    35. 35. Confidential and Proprietary FUTURE USAGE OF PAYPAL 0 20 40 60 80 100 Sep 09 (n=466) Dec 09 (n=449)
    36. 36. Confidential and Proprietary Preisvergleiche
    37. 37. Confidential and Proprietary REDIRECT FLOW DOOYOO 1/30/2015 37
    38. 38. Confidential and Proprietary 0 20 40 60 80 100 is likeable is competent is a service I could trust is a secure way to pay online is an easy way to pay online is a fast way to pay online total (n=605) redirect SCS (n=167) COMPREHENSION 2 S = statistisch signifikant unterschiedlich S S S S S S
    39. 39. Confidential and Proprietary total (n=605) 67 redirect SCS (n=167) 79 0 20 40 60 80 100 • People who recall the Paypal site sponsoring or redirect are siginificantly higher interested in using PayPal in the future. Future usage of PayPal S S = statistisch signifikant unterschiedlich (kein Zufall)
    40. 40. Confidential and Proprietary30/01/15 | Confidential and Proprietary 40 Beispiel 2/5 Kampagnen
    41. 41. Confidential and Proprietary 4130/01/15 | Confidential and Proprietary
    42. 42. Confidential and ProprietaryGO TO HEADER/ FOOTER MENU TO SET TITLE 1/30/2015 42
    43. 43. Confidential and Proprietary 43
    44. 44. Confidential and Proprietary30/01/15 | Confidential and Proprietary 44 Beispiel 3/5 Kampagnen
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    65. 65. Confidential and Proprietary 65 München „Hauptbahnhof“
    66. 66. Confidential and Proprietary 66
    67. 67. Confidential and Proprietary BEISPIEL 67
    68. 68. Confidential and Proprietary 68 BEISPIEL
    69. 69. Confidential and Proprietary30/01/15 | Confidential and Proprietary 69 Online vs. Offline Vergleich
    70. 70. Confidential and Proprietary AD RECOGNITION… % offline online
    71. 71. Confidential and Proprietary COMPREHENSION (SAFETY)… % offline online
    72. 72. Confidential and Proprietary IMAGE… % offline online
    73. 73. Confidential and Proprietary30/01/15 | Confidential and Proprietary 73 Beispiel 4/5 Kampagnen
    74. 74. Confidential and Proprietary30/01/15 | Confidential and Proprietary 74
    75. 75. Confidential and Proprietary30/01/15 | Confidential and Proprietary 75 Beispiel 5/5 Kampagnen
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    77. 77. Confidential and ProprietaryGO TO HEADER/ FOOTER MENU TO SET TITLE 1/30/2015 77
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    80. 80. Confidential and Proprietary30/01/15 | Confidential and Proprietary 80
    81. 81. Confidential and Proprietary30/01/15 | Confidential and Proprietary 81 FazitIns Gehirn kommen! Im Gehirn blieben! Gespräch auslösen!
    82. 82. Confidential and Proprietary 82
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    84. 84. Confidential and Proprietary 84 30/01/15 | Confidential Fragen? Fragen!
    85. 85. Confidential and Proprietary skype dominikdommick phone +49 30 8019 5516 mobile +49 160 713 37 82 mail ddommick@paypal.com http://übermarketing.de

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