bigbrandmoments.com

BIG BRAND MOMENTS

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TUTORIAL

ENGLISH

WHY USE BIG BRAND MOMENTS?

The Big Brand Moments (BBM) Model makes it easier to focus on communication. Only seven moments per year are put in the spotlight to attract the attention of your communication target group. The moments are defined well in advance, so that you have all the time you need to work towards them. At the centre of each BBM are the core values, which are communicated repeatedly.

CORE VALUES

Core values are essential for the success of your communication. They are the flavor to your story. The BBM model helps you to stay close to your core values and keep them top-of-mind further down the road. The BBM model uses the “brand house model” for defining core values, brand promise and dream.

GOALS AND TARGETS

The goal is to become better. The target is the translation of the goal in clear figures. What are the targets for the year to come? There are both Marketing and Communication targets. Try to think of knowledge, attitude and behavioral targets. What do you want people to know, feel and act by your communication. The BBM Model can help you realize these targets in a clean set up.

BIG BRAND MOMENTS

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year plan STEP BY STEP

THE BBM YEAR PLAN

With the BBM Year Plan, you determine: • Team composition • 7 Big Brand Moments • 7 Deadlines • The marketing communication target groups • The means per BBM • The targets per BBM

STEP BY STEP

Who are in your team?

You can compose a team of colleagues, managers and executives. You can do that after you have completed your BBM plan. !By working with Big Brand Moments, you create a platform for your marketing communication.

Who are in your team?

What's your vision, mission and ambition?

The vision, mission and ambition of your company, organization or product are saved in the Settings, so that they are shown at each different Year Plan and Back Plan. !This way, the entire team will stay up to date of what you want to accomplish.

What's your vision, mission and ambition?

What will be your Big Brand Moments?

With seven moments a year in the spotlight it's easier to focus on your communication. !You can determine these moments well in advance, so you will have all the time to work towards it. !Big Brand Moments' calendar function will help distribute these moments.

What will be your Big Brand Moments?

Which date do you use?

Determine an end date for each Big Brand Moment. !This date is very useful for the process and product evaluations that are part of the Big Brand Moments model.

Which date do you use?

What are the target groups of your Big Brand Moment?

Here, a name is given to all internal and external target groups and they are described briefly. !It can be indicated, for example, if they are male or female, how old they are and where they live.

What are the target groups of your Big Brand Moment?

Which means will you use?

Here, internal and external communication tools can easily be added and later connected to a target group and a responsible colleague. !Also, the frequency and reach of each mean can be indicated.

Which means will you use?

And what are your targets?

For each Big Brand Moment more than one target can be defined. The targets are taken into account during the evaluations.

And what are your targets?

What is the budget for this Big Brand Moment?

You can address budgets for each individual BBM. Below the line, they are automatically added up.

What is the budget for this Big Brand Moment?

BIG BRAND MOMENTS

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