discovery v5pdf
DESCRIPTION
Marketing Accountabllity - Telecom - Soccer league - Digital TVTRANSCRIPT
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Belgacom and Famous present 5 key success factors
for profitable campaigns
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AgendaAccountability? Facts please...5 lessons illustrated via Belgacom TV
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An eye opening study
Based on a sample of 880campaigns.
Reveals factors that makemarketing profitable, but alsoexposes practices and mythsthat lead to waste andinefficiency.
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The analysis is entirelyevidence-based – there areno unsubstantiated opinions ortheories.
The report provides dozens ofdetailed recommendations andbest practices coveringevery stage of campaigndevelopment and evaluation.
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Case study : Better Football for better TV
• Market
• Belgacom owns exclusivity on Jupiler Pro League
• Belgian soccer is defensive. Belgian trainers are known for pooroffensive tactics.
• Telenet broadcasts Champions League ,premier league anditalian league and competes with an attractive product
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Case study : Better Football for better TV
• Objectives
• Acquisition of new BGC TV-customers + BGC TV footsubscriptions
• 60.000 new subscribers in period 2008-2009.
• Increase awareness of BGC FOOT
• Increase attractiveness of Jupiler League.
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Video : Michel preudhomme/signs camera/ courtesyOf VVL/BBDO
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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
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Case study : Better Football for better TV
• Key Visual
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Case study : Better Football for better TV
• Key Visual
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Case study : Better Football for better TV
• Media
• Step 1: P.R.• Step 2: TV• Step 3: Mailing.• Step 4: Web
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Case study : Better Football for better TV
• Media
• Step 1: P.R.
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Case study : Better Football for better TV
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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
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• Mailing
Case study : Better Football for better TV
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• Mailing
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• Mailing
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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 encouragesbrand perceptions that the brand is bigger thanbefore ( Prue 1998)”
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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 makeswaves.
• These campaigns generate strong emotional responses andcause the brand to stand out distinctively from other brands inthe category.
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Lesson 1 : Fame campaigns deliver superior results
• Communications models that are more likely to yield strongbusiness results use emotional involvement and fame models
– Emotional campaigns aim for being liked and generateemotional engagement.
– Intention is to transfer this emotion to the brand and buildempathy. Empathy seeks to influence the decission
– Fame is opposed to classical “reason why” or “persuassion”campaigns that argument with rational arguments.
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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 %
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Lesson 3 : Be famous for the good reasons
• Growing AWARENESS is not mandatory for succes: IPAdatabase reports 30 % of effective cases with noincreased awareness reported.
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• One believes that who recalls advertising is more likelyto be a user
• BUT :In fact people who already know and use arethose who have a better recall of the product
• Solution :look for other more reliable KPI than mereawareness
Lesson 3 : Be famous for the good reasons
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• What matters is weather the advertising raisedsaliency . It helps to choose straightforward for thiscommunication objective to reinforce the presence andthe authority of the brand in the minds of the target
• They discovered likeability being a better predictor ofsuccess / better than persuasion ( = rational)
Lesson 3 : Be famous for the good reasons
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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 abrand. TV is unrivalled for this, but think at TV in anyform.
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• In product categories where purchase intervals are longconsumers alternate between active and passivephases.
• Emotional campaigns are effective in the latter , whileinformation rich campaigns influence the activeshoppers
Lesson 5 : DM ? Rational or Emotional?
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Frequently heard question…How can we do better nexttime?
Is DM the right medium?
What type of DM will be effective ?
Lesson 5 : DM ? Rational or Emotional?
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• Map the stage in the sales funnel of the customer baseswhile developing one to one communications
• Sales funnel definition• Awareness->knowledge->likeability->purchase
intention• Looking under the surface of response/ targets
Lesson 5 : DM ? Rational or Emotional?
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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 thetarget group in the sales funnel
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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 andunderstood
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Summary:
• Fame strategies deliver superior results
• Media combinations drive efficiency
• Saliency and likability are more important than mereawareness
• Be Famous for the good reasons
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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)