Building Believable Brands with SEM Campaigns

Building Believable Brands

Building Believable Brandswith SEM campaigns

Brussels, 25 thJune 2009www.lbigroup.be

Kurt Vergult – Creative DirectorAntony Slabinck - Client Service Director

Building Believable Brands

• Brussels, 25 thJune 2009

• www.lbigroup.be

• Kurt Vergult – Creative Director

• Antony Slabinck - Client Service Director

Building Believable Brands

AGENDA

1)What’s important?2)The Problem3)The Solution4)Key values for Building Believable Brands5)Can we combine SEM Campaigns & BBB?6)Some SEM Cases

Building Believable Brands

1. What’s important?

Building Believable Brands

The leading digital agency in Europe ... 160M turnover... 1645 employees... 12 Countries... 35 offices... Vision... Values... Brand... Awards…Products...

Nice ... but it doesn’t really matter!

About LBi

Building Believable Brands

About your company ...

Turnover... Number of employees... Number of countries... Number of offices... Vision... Values... Brand... Awards… Products...

Yes, it’s important, but does it really matter?

Building Believable Brands

If our/your company data doesn’t matter...

WhatDoes

Matter?Yes, we…

WHAT?

?

Building Believable Brands

YOUR

CUSTOMER

And...He wants to have fun.He wants to get added value. He even wants to be part of a community... and get engaged

Building Believable Brands

Your Brand

This is your brand today

0.0 & 1.0

Building Believable Brands

Today an average person sees 4.000 ads a day

Doesn’t make any sense to add your message on top of that

Massive overload of information

Building Believable Brands

2. The Problem

Building Believable Brands

Consumers vs your brand – Web 0->1.0

YourBrand

The old world

Building Believable Brands

Customers aren’t listening

The old world was about control

The old world was very linear

The broadcast of the few has given way to the narrowcast of the many

Building Believable Brands

Buy More Adwords

Building Believable Brands

Consumers vs your brand – Web 2.0

YourBrand

The new world

Building Believable Brands

Make them eager to find you,

your site, your brand

Building Believable Brands

The new world is about empowerment

New world = new attitudes

Building Believable Brands

Support their creative conversation

Building Believable Brands

You can’t solve problems & challenges of today with the answers of yesterday

Building Believable Brands

You might miss their world

Building Believable Brands

Just one example: United Airlines CommercialAn existing TV commercial from United Airlines on TV in 20061) Setup : The management Board Room in 19892) Our oldest customer just fired us after twenty years... : In a conference room, a manager announces they have just lost a major long-time client, one too many. It's time for a "face-to-face" policy, in other words, not just call the customer, but also meet him. He starts handing out plane tickets to the other employees... which leaves room for a brilliant conclusion.

This video can be viewed at Youtube : http://www.youtube.com/watch?v=zZ6Z8kcoi-E

Building Believable Brands

3. The Solution

Building Believable Brands

Building Believable Brands

Building Believable Brands

No

sandcastlesmore

Building Believable Brands

“Customers aren’t targets anymore…they are your most important assets”Meg Whitman, CEO & President, eBay

No more ‘target’

Building Believable Brands

No

marketingmore evil

Building Believable Brands

Listen to your customers

Join their dialogue

Building Believable Brands

Consumers are

with each otherare interacting

Building Believable Brands

Engage

their termsconsumers on

Building Believable Brands

Join

Conversationtheir

Building Believable Brands

Your Brand Promise and your Service have to be one and the same

Believable brands are part of consumers’ lives by adding value, richness, fun…

Building Believable Brands

Pick up stories

Enhance them

Building Believable Brands

Technology brings as well the solution

Building Believable Brands

4. Key values to Build Believable Brands

Building Believable Brands

Building Believable Brands

SharingHonestyDialogue

Participation

OpenessListening

ConsistencyAdded ValueCollaboration

TrustPositivismRelevancyAuthenticity

Building Believable Brands

5. SEM Campaigns

Building Believable Brands

Building Believable Brands

&

SEM Campaigns

Building Believable Brands

What do you think?

Can we use SEM Campaignsto Build Believable Brands

Building Believable Brands

6. Some SEM Cases

Building Believable Brands

Case 1 : Lufthansa bidding KLM adwords?

Building Believable Brands

Case 2 : Car insurances with 60% discount?

Building Believable Brands

Case 3 : MC Cain buying Obama Adwords?

Bill Elward : <<So you can certainly imagine my surprise when I stumbled upon a McCain ad while searching Google for the term "obama". McCain had my vote up until that moment… It saddens me to think that our potential President would conduct his campaign in such a way - it scares me to think how he might run the country.>>

Building Believable Brands

Case 4 : LandRover starting a conversation

Building Believable Brands

Case 5 : VOLVO Ad on YouTube Go to WWW

Building Believable Brands

Case 5 : VOLVO XC60 on Twitter

Building Believable Brands

Case 5 : VOLVO XC60 on Flickr

Building Believable Brands

Case 6 : Meet the VOLKSWAGENS Go to WWW

Building Believable Brands

Case 6 : Meet the VOLKSWAGENS Go to WWW

Building Believable Brands

Building Believable Brands

Building Believable Brands

Listen to & join their conversations

Build honest relationships with your audience / customers

Start an ongoing dialogue with your customer

Search for Brand Advocates and empower them!Evolve, Engage and empower your communities

Building Believable Brands

Building Believable Brandswith SEM Campaigns?

YES WE DO!

Thank you!

Now we want to listen to you... Answer your questions ...And start a dialogue!

Contact:Kurt Vergult – Creative DirectorAntony Slabinck - Client Service DirectorLBi Belgium : www.twitter.com\LBiBelgium