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Sanomaoresentatie2014

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A ten step approach to make brands travel. With a strong case of identity based campaigning about Nuon. The Dutch energy giant.

Published in: Marketing, Technology, Business
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Sanomaoresentatie2014

  1. 1. 10 STEPS HOW DO YOU MAKE A BRAND TRAVEL IN LEMON SCENTED TEA CREATIVITY THAT TRAVELS GIJSBREGT VIJN SANOMA MEDIA MATTERS 2014
  2. 2. HELLO I AM…. • GIJSBREGT VIJN • MY PERSONAL JOURNEY • MD LEMON SCENTED TEA • FOUNDER VRIJ ENTERTAINMENT NETWORK • CREATIVE AGENCY IN AMSTERDAM SPECIALISED IN MAKING BRANDS TRAVEL THROUGH IDENTITY BASED CAMPAIGNING.
  3. 3. WHAT WE AIM FOR: MAKING BRANDS TRAVEL?
  4. 4. HOW? IDENTITY BASED CAMPAIGING
  5. 5. MARKETEERS DEAL WITH THE SAME FUNDAMENTAL CHANGES
  6. 6. Increased transparency Increased complexity Increased speed Beats by Dre $3 billion Nationale - Nederlanden $8 billion Uber $17 billion
  7. 7. IDENTITY MAKES LIFE EASY
  8. 8. • Direction • Personal ownership • Variety and innovation • Spontaneous • Fast and flexible = TRAVEL IDENTITY=
  9. 9. ONLY LIARS NEED TO BE CONSISTENT
  10. 10. • No advertise stick ons • DNA= Let the company speak • Build the story + substories/ concepts • Get fans (internal & external) • Proof the story & make it travel
  11. 11. IDENTITY BASED CAMPAIGNING
  12. 12. 10 STEPS THE LST TRAVEL APPROACH TO MAKE YOUR BRAND TRAVEL
  13. 13. STEP 1 LET THE COMPANY AND THE BRAND SPEAK!
  14. 14. STEP 2 BRAND COMPASS TO GUIDE BRAND’S DIRECTION VISIONISP/WHY MISSION ESP USP HOW WHAT
  15. 15. STEP 3 FIND THE MAGIC: THE STORY
  16. 16. WAT IS ENERGIE?
  17. 17. VERANDER VERHALEN DIE LEIDEN TOT EEN GOED GEVOEL Hoe we met onze energie positieve verandering mogelijk maken. Onze energie: elektriciteit, gas, warmte, koude Onze energie: passie, kennis en kunde
  18. 18. TV
  19. 19. ECHTE VERHALEN
  20. 20. POSITIEVE ENERGIE + IDENTITEIT
  21. 21. NUON.NL/VERANDEREN (PLATFORM)
  22. 22. TUNNEL ACTIVATION
  23. 23. Bewijzen, dagelijks. Activatie Diensten Proposities B2B
  24. 24. STEP 4 CHOOSE YOUR AUDIENCES AND TRANSLATE TO SUBSTORIES
  25. 25. ONE STORY: MULTIFEEL BRANDING® Sub- storie Campaign idea Campaign story The mid segment of the market Sub- storie One story different ways to tell it. Better content = More relevance = more impact = more involvement= more virality = stronger brand Sub- storie Sub- storie Sub- storie Target 4 Target 3 Target 2 Target 1 VS
  26. 26. STEP 5 DETERMINE CUSTOMER JOURNEY
  27. 27. Awareness Consideratio n Preference Purchase Experience Loyalty Own + Paid media 3RD party contentEarned media Website Events Publicatio ns Print / ATL PR Website (e)DM Social Reference program Fairs/event s 1-on-1 Website Reference program 1-on-1 Web Customer care Web 1-on-1 Social Customer care 1-on-1 Web (e)DM Events Publication s Social Reference program CAMPAIGN ALIGNMENT WITH SALES FUNNEL
  28. 28. STEP 6 MEDIA TRAVEL PLAN
  29. 29. CHANNEL MATRIX
  30. 30. COMMUNICATIONS ECOSYSTEM
  31. 31. STEP 7 FILL IN CREATIVE CONTENT CALENDAR
  32. 32. WEBBASED ALLIGNMENT SOFTWARE: CREATIVE CONTENT CALENDARTM Click here to see demo
  33. 33. WEBBASED ALLIGNMENT SOFTWARE: CREATIVE CONTENT CALENDARTM Click here to see demo
  34. 34. STEP 8 KEY PERFORMANCE INDICATORS COMMS
  35. 35. AWARENESS 100.000 Youtube views +20% Search Volume +15% Amplification Rate* CONSIDERATION +75,000 site visits +10% Share of Voice +10% ‘Talking about this’ + 20% Conversation Rate PREFERENCE +20% Applause Rate* -25k App Downloads PURCHASE 75% Sold Out Shows +5% AOV* 0.1 Conversion Rate RETENTION +50% Email Subs +10% Return Visitors IMP = IMPRESSIONS AMPLIFICATION RATE = # SHARES PER POST APPLAUSE RATE = # LIKES/FAVOURITES PER POST CONVERSATION RATE = # COMMENTS/REPLIES PER POST AOV = AVERAGE ORDER VALUE LEGENDA *INDICATIONS ONLY. BENCHMARKS NEEDED KEY PERFORMANCE INDICATORS*
  36. 36. STEP 9 ACCELERATE TRAVEL WITH GREAT ENGAGING STUFF & THE RIGHT INFLUENCERS
  37. 37. VISIT SWEDEN Click here to see video
  38. 38. VISIT SWEDEN Click here to see video
  39. 39. NUON SOLAR RESCUE TEAM Click here to see video
  40. 40. STEP 10 MONITOR & MAKE IT BETTER ALL THE TIME Message Media mix Phase Customer journey Target audience
  41. 41. CAMPAIGNS, CONTENT & INSIGHTS Story Buzz Advertising Content Brand Business } }Data ISP ESP USP Insights DNA
  42. 42. SUMMARY Step 1: Let the company and the brand speak! Step 2: - Brand compass to guide brand’s Step 3: Find the magic: the story Step 4: Choose your audiences and translate to substories Step 5: Determine customer journey Step 6: Media travel plan Step 7: Fill in creative content calendar Step 8: Key performance indicators comms Step 9: Accelerate travel with great engaging stuff & the right influencers Step 10: Monitor & make it better all the time
  43. 43. HOW DO YOU MAKE YOUR BRAND TRAVEL? Want the presentation and a 3 months free trial subscription of the Creative Content Calendar!!? gijsbregt@lemonscentedtea.com http://nl.Linkedin.com/in/gijsbregtvijn http://twitter.com/gijsbregtvijn http://www.slideshare.net/gijsbregtvijn

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