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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