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Why smart ideas should be the building blocks of advertising campaigns.
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TweetMeet Leuven23 february 2011
12/04/2023Slide 2
@YvesFrateurPostgraduaat student: Manager in de Interactieve Communicatie (MICA)Lessius Hogeschool, Mechelen
Account Executive (internship)Boondoggle, Leuven
Smart ideas
12/04/2023Slide 6
Embrace smart ideasSmart ideas have a perfect fit with your products / services.
12/04/2023Slide 7
Embrace smart ideasSmart ideas have a perfect fit with your products / services.
Smart ideas have a perfect fit with your target audience.
12/04/2023Slide 8
Embrace smart ideasSmart ideas have a perfect fit with your products / services.
Smart ideas have a perfect fit with your target audience.
Smart ideas have a positive effect on business.
12/04/2023Slide 9
Embrace smart ideasSmart ideas have a perfect fit with your products / services.
Smart ideas have a perfect fit with your target audience.
Smart ideas have a positive effect on business.
Advertising creates a spotlight on the smart ideas.
12/04/2023Slide 10
Embrace smart ideas
http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/plus/#//dashboard/
12/04/2023Slide 11
Embrace smart ideas
12/04/2023Slide 12
Implement smart ideasEvery consumer touchpoint is a potential conversation starter.
12/04/2023Slide 13
Implement smart ideasEvery consumer touchpoint is a potential conversation starter.
Company ProductCustomerService
Comms Customer
12/04/2023Slide 14
Implement smart ideasEvery consumer touchpoint is a potential conversation starter.
http://www.boondoggle.eu/#/case/41
Product
12/04/2023Slide 15
Implement smart ideasEvery consumer touchpoint is a potential conversation starter.
http://www.boondoggle.eu/#/case/41
CustomerService
12/04/2023Slide 16
Implement smart ideasEvery consumer touchpoint is a potential conversation starter.
http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/nikeid
Customer
12/04/2023Slide 17
Implement smart ideasEvery consumer touchpoint is a potential conversation starter.
http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/nikeid
Customer
12/04/2023Slide 18
Why you should spark conversations
12/04/2023Slide 19
Why you should spark conversations1 out of 3 conversations leads to a change of opinion with the receiver.Source: Conversation Mapper Insites & Boondoggle 2008
12/04/2023Slide 20
Why you should spark conversations1 out of 3 conversations leads to a change of opinion with the receiver.Source: Conversation Mapper Insites & Boondoggle 2008
Brand Advocacy is worth 5x that of an advertising spend, in terms of creating new and loyal brand users for companies.Source: LSE, 2007
12/04/2023Slide 21
Why you should spark conversations1 out of 3 conversations leads to a change of opinion with the receiver.Source: Conversation Mapper Insites & Boondoggle 2008
Brand Advocacy is worth 5x that of an advertising spend, in terms of creating new and loyal brand users for companies.Source: LSE, 2007
The volume and the impact of conversations on change for a brand can be measured.Source: Conversation Mapper Insites & Boondoggle 2008
12/04/2023Slide 22
e.g. Air New Zealand
Click icon to add picture
12/04/2023Slide 23
e.g. Air New Zealand
Case movie
KLM Surprise
12/04/2023Slide 25
KLM SurpriseResults:- The campaign ran for 6 weeks.
12/04/2023Slide 26
KLM SurpriseResults:- The campaign ran for 6 weeks.- KLM surprised 100 passengers.
12/04/2023Slide 27
KLM SurpriseResults:- The campaign ran for 6 weeks.- KLM surprised 100 passengers.- A viral hit thanks to social media sharing.
12/04/2023Slide 28
KLM SurpriseResults:- The campaign ran for 6 weeks.- KLM surprised 100 passengers.- A viral hit thanks to social media sharing.- One million campaign impressions
12/04/2023Slide 29
KLM SurpriseResults:- The campaign ran for 6 weeks.- KLM surprised 100 passengers.- A viral hit thanks to social media sharing.- One million campaign impressions- Over 5000 new Facebook friends.
12/04/2023Slide 30
Some final thoughtsKill creative ideas, built on smart ideas.
12/04/2023Slide 31
Some final thoughtsKill creative ideas, built on smart ideas.
Learn by experimenting. Don’t be afraid to make mistakes.
12/04/2023Slide 32
Some final thoughtsKill creative ideas, built on smart ideas.
Learn by experimenting. Don’t be afraid to make mistakes.
Boondoggle experiments from time to time and that has delivered several succesful campaigns.
@BoondoggleBE
http://www.boondoggle.eu
@YvesFrateur
http://yvesfrateur.posterous.com