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


how to do even better with less and less?

Business

modern brand building

objectives branding

website trac

continuous improvementfriday

promise promiseprinciple

promise principle

unique visitors

dene baseline uplift