How to do even better with less and less?

Friday 17 February 12




How to make the most of your (smaller) budget?



Start behaving as a 21 st century brand#1


BRAND PROMISE• brand USP• brand logo

• brand campaign• brand identity• brand mgmt


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)


Zappos decided to re-direct its marketing budget towards delivering exceptional customer service with a great company

culture

for example : Zappos


beyond the promise

company cause

employee recruitment

partnerships HR policy

new product development

co-creation

value to people’s lives

cultural change

empowerment

brand fansservice design

personal development

need for another approach to brand building:

BRAND PROMISE• brand USP• brand logo

• brand campaign• brand identity• brand mgmt


To build brands “beyond the promise”, we need a new skill

set, built on 6 principles.


“promise” brand building

define a marketing positioning

BEYOND THE PROMISEprinciple #1

articulate your position in the

real world.#1



translate your positioning to

a promise


create proof for your position.

#2



send messages


create engagement.

#3



360° broadcasting


365 days planning

#4




safeguard consistency


manage coherence

#5




influence and measure what people THINK


influence and measure what

people DO#6



Expa nd your vision on owned media#2


EARNEDMEDIA

PAIDMEDIA

OWNED MEDIA

What you have been told a 100 times by now (boring)

MEDIA


MEDIA SERVICE DESIGN

FOCUS ON BEHAVIOURS INSTEAD OF

MEDIA

(REAL-TIME)CONTENT

Yet, owned media is more than websites, facebook pages..


SERVICE DESIGN


MEDIA

(REAL-TIME)CONTENT

MEDIA


Behaviour : taxi driverslike talking

Media insight : let them become your ambassadors




MEDIA

(REAL-TIME)CONTENT


BRANDS

(BOUGHT) MEDIA

AUDIENCE


BRANDS = MEDIA

AUDIENCE


Relevant content : Orange (The Feed)





MEDIA

(REAL-TIME)CONTENT


How to report on your own service


How staff is behaving


Measure to optimise, not to report#3


Continuous improvement




Define: objectives


Define: objectives

BRANDING (awareness, preference,…)


Define: objectives


- can be measured via market research


Define: objectives



TRAFFIC BUILDING (website visitors, footfall)


Define: objectives




- can be me measured with traffic data


Define: objectives





SALES (e-commerce, store,…)


Define: objectives





SALES (e-commerce, store,…)

- can be measured via sale figures


Translate them into goals/KPI’s


Example :


Define starting point, then improve

• Define baseline• E.g. 10 000/ day

Uplift from baselineE.g. + 10% traffic in one month




Follow-up KPI’s

Calls for actionFriday 17 February 12



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


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




Dexia banners mediaplan

• > 30 media

• Approx. € 300 000 banner media spending

• Multiple different formats

• Leaderboard

• IMU

• Splashpage

• Editorial box

• ….

• Planning fixed for 3 months


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 3ADSkynet IMULilli

€ 20

MSN Lifestyle IMU

€ 24

Skynet IMUJack

€ 29

MSN Lifestyle IMU

€ 111

RewebSplashpage

€ 58

Het NieuwsbladROS


Optimise in terms of :

• Example : max price of € 35 / contact

• Be present in targeted + wide media

• Double the number of contacts or save 50 %




Control : back to KPI report


Measure to optimise#3

#2

#1 Behave as a 21 century brand

Expand your view owned media



Business

How to do even better with less and less?