discovery v5pdf

Belgacom and Famous present 5 key success factors

for profitable campaigns

AgendaAccountability? Facts please...5 lessons illustrated via Belgacom TV

An eye opening study

Based on a sample of 880campaigns.

Reveals factors that makemarketing profitable, but alsoexposes practices and mythsthat lead to waste andinefficiency.

The analysis is entirelyevidence-based – there areno unsubstantiated opinions ortheories.

The report provides dozens ofdetailed recommendations andbest practices coveringevery stage of campaigndevelopment 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 pooroffensive tactics.

• Telenet broadcasts Champions League ,premier league anditalian league and competes with an attractive product


• 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.

Video : Michel preudhomme/signs camera/ courtesyOf VVL/BBDO


• 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/Voeybalmagazine

• 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 encouragesbrand perceptions that the brand is bigger thanbefore ( Prue 1998)”


• 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.


• 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.

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 succes: IPAdatabase reports 30 % of effective cases with noincreased awareness reported.

• 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


• 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 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.

• 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?

Frequently heard question…How can we do better nexttime?

Is DM the right medium?

What type of DM will be effective ?


• 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


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 thetarget 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 andunderstood

Summary:

• Fame strategies deliver superior results

• Media combinations drive efficiency

• Saliency and likability are more important than mereawareness

• 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 v5pdf

Technology

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