discovery 7 drivers to efficiency

Belgacom and Famous present 5 key success factors

for profitable campaigns

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

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.

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.

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


• Objectives

• Acquisition of new BGC TV-customers + BGC TV foot subscriptions

• Attract new subscribers.

• Increase awareness of BGC FOOT

• Increase attractiveness of Jupiler League.


• 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


• Key Visual


• Media

• Step 1: P.R. • Step 2: TV• Step 3: Mailing. • Step 4: Web


• Media

• Step 1: P.R.


• 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/Voetbalmagazine

• Response via web /phone/ point of sales

• Mailing


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)”


• 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.


• 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 decision

– Fame is opposed to classical “reason why” or “persuasion” campaigns that argument with rational arguments.

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 %

Lesson 3 : Be famous for the good reasons

• Growing AWARENESS is not mandatory for success: IPA database reports 30 % of effective cases with no increased awareness reported.

• 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


• 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)


Lesson 4 : TV ,in any form, remains king

• Campaigns using TV have outperformed others

• TV is the ideal medium to vehicle emotions– Decision 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.

• 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

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 ?


• 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


REPEAT HERE THE TITEL OF YOUR CHAPTER


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


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

Summary:

• Fame strategies deliver superior results

• Media combinations drive efficiency

• Saliency and likeability are more important than mere awareness

• Be Famous for the good reasons

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)

discovery 7 drivers to efficiency

Documents

better football

better tv step

better tv mailing

better tv media step

better recall

better tv market belgacom

better tv key visual

belgacom tv