The document discusses 5 key lessons for effective marketing campaigns based on a study of 880 campaigns. The lessons are: 1) Fame strategies that get a brand talked about deliver better results than rational persuasion strategies. 2) Using multiple media channels together leads to greater effectiveness than single channels alone. 3) Increasing awareness is less important than increasing a brand's saliency and likability. 4) Television remains very effective for conveying emotions, which influence decisions. 5) Direct mail must be tailored to the audience's stage in the purchase funnel, using emotional strategies for passive audiences and informational strategies for active audiences.

2. Belgacom and Famous present
5 key success factors
for profitable campaigns

3. Agenda
Accountability? Facts please...
5 lessons illustrated via Belgacom TV

4. An eye opening study
Based on a sample of 880
campaigns.
Reveals factors that make
marketing profitable, but also
exposes practices and myths
that lead to waste and
inefficiency.

5. The analysis is entirely
evidence-based – there are
no unsubstantiated opinions or
theories.
The report provides dozens of
detailed recommendations and
best practices covering
every stage of campaign
development and evaluation.

6. Case study : Better Football for better TV
• Market
• Belgacom owns exclusivity on Jupiler Pro League
• Belgian soccer is defensive. Belgian trainers are known for poor
offensive tactics.
• Telenet broadcasts Champions League ,premier league and
italian league and competes with an attractive product

7. Case study : Better Football for better TV
• Objectives
• Acquisition of new BGC TV-customers + BGC TV foot
subscriptions
• 60.000 new subscribers in period 2008-2009.
• Increase awareness of BGC FOOT
• Increase attractiveness of Jupiler League.

8. Video : Michel preudhomme/signs camera/ courtesy
Of VVL/BBDO

9. Case study : Better Football for better TV
• Creative concept
1. Tackle the problem: render football attractive
2. Address a message to 18 Jupiler League trainers
3. Get them to sign a charter for attractive football

10. Case study : Better Football for better TV
• Key Visual

11. Case study : Better Football for better TV
• Key Visual

12. Case study : Better Football for better TV
• Media
• Step 1: P.R.
• Step 2: TV
• Step 3: Mailing.
• Step 4: Web

13. Case study : Better Football for better TV
• Media
• Step 1: P.R.

14. Case study : Better Football for better TV

15. Case study : Better Football for better TV
• Step 3 & 4 : Mailing Target and web response
• A mailing to 97.188 prospects.
• 59.197 Belgacom customers ( Fixed line / Internet )
• Database of Sport/ Voetbalmagazine.
– Look after comparable profiles in own database
– 38.687 non-BGC customers of Sport/Voeybalmagazine
• Response via web /phone/ point of sales

16. Case study : Better Football for better TV
• Mailing

17. • Mailing

18. • Mailing

19. Lesson 1 : Fame campaigns deliver superior results
• Fame : a definition
“ Become talked about by the virtue of the attitudes
and point of view of their project. It encourages
brand perceptions that the brand is bigger than
before ( Prue 1998)”

20. Lesson 1 : Fame campaigns deliver superior results
• Fame = Get the brand talked about / make it famous
• It’s about creating perceptions of being a brand that makes
waves.
• These campaigns generate strong emotional responses and
cause the brand to stand out distinctively from other brands in
the category.

21. Lesson 1 : Fame campaigns deliver superior results
• Communications models that are more likely to yield strong
business results use emotional involvement and fame models
– Emotional campaigns aim for being liked and generate
emotional engagement.
– Intention is to transfer this emotion to the brand and build
empathy. Empathy seeks to influence the decission
– Fame is opposed to classical “reason why” or “persuassion”
campaigns that argument with rational arguments.

22. Lesson 2 : Combined Media usage leads to better results
• Multi channel campaigns are more effective
– Maximal effectiveness is reached at 3 media
• The Cravendale Milk case ( IPA database)
– TV only sales up + 4,9%
– DM ( door-coupons ) 8,6 %
– POS only 0,5 %
– TV+DM 31,7 %
– TV+POS 22,5 %

23. Lesson 3 : Be famous for the good reasons
• Growing AWARENESS is not mandatory for succes: IPA
database reports 30 % of effective cases with no
increased awareness reported.

24. Lesson 3 : Be famous for the good reasons
• One believes that who recalls advertising is more likely
to be a user
• BUT :In fact people who already know and use are
those who have a better recall of the product
• Solution :look for other more reliable KPI than mere
awareness

25. Lesson 3 : Be famous for the good reasons
• What matters is weather the advertising raised
saliency . It helps to choose straightforward for this
communication objective to reinforce the presence and
the authority of the brand in the minds of the target
• They discovered likeability being a better predictor of
success / better than persuasion ( = rational)

26. Lesson 4 : TV ,in any form, remains king
• Campaigns using TV have outperformed others
• TV is the ideal medium to vehicle emotions
– Decission making is rooted in emotions
• It was shown that FAME is a potent way to promote a
brand. TV is unrivalled for this, but think at TV in any
form.

27. Lesson 5 : DM ? Rational or Emotional?
• In product categories where purchase intervals are long
consumers alternate between active and passive
phases.
• Emotional campaigns are effective in the latter , while
information rich campaigns influence the active
shoppers

28. Lesson 5 : DM ? Rational or Emotional?
Frequently heard question…How can we do better next
time?
Is DM the right medium?
What type of DM will be effective ?

29. Lesson 5 : DM ? Rational or Emotional?
• Map the stage in the sales funnel of the customer bases
while developing one to one communications
• Sales funnel definition
• Awareness->knowledge->likeability->purchase
intention
• Looking under the surface of response/ targets

30. REPEAT HERE THE TITEL OF YOUR CHAPTER
Lesson 5 : DM ? Rational or Emotional?
Knowledge = Familiartity with the brand, product , industry
Attitude = drives people towards doing something
Trust = Reputation
Intention = indicates how well we succeeded in moving the
target group in the sales funnel

31. Lesson 5 : DM ? Rational or Emotional?
Target Group : how well was the audience selected
Offer: how appealing was the offer
Timing : Related to the stage of the buying process
Creative: how well was the communication remembered and
understood

32. Summary:
• Fame strategies deliver superior results
• Media combinations drive efficiency
• Saliency and likability are more important than mere
awareness
• Be Famous for the good reasons

33. Summary:
• TV in any form is King for creating emotions
• Mapping your sales funnel is key for DM strategies :
– Which type of DM? Media combination
– Offer strategy
– Set frequency of communications/ Timing
– Creative strategies
– Sales strategy
• ( direct sales/ lead generation/ traffic building)