Online brand building 3/3

Building Brands Online

Sander Janssens Msc Online Branding International Week Katowice 2011


Day Course planning General Exercises

1 Introduction, Customer insight, basic brand knowledge

A1 Intro, team, brand/product, blogA2 Brand analysis, buying behaviour A3 Postioning, Brand system A4 Persona, moodboard

2 Brand key, Old Spice campaign case, On line Tools,

B1 Brand key B2 Old spice campaign analysisB3 Online tools vs communication goalsB4 Online tools vs product classificationB5 Examples online brand campaigns

3 Grande finale C1 Goals / metricsC2 Planning a campaign C3 Present complete online brand campaign

Individual assigment English marketing article + comment

IdentityWhat identity is the brand ?

Model

Product / service /

brand

Segment 1

Competitor 3

Segment 3

Segment 4

Segment 5

Competitor 1

Competitor 2

Segment 2

(online) Marketing – communication tools

Target

No target

Research decision process buying behaviour

Proposition(promise to the consumer )

Image How is the brand percieved ?

Communicationgoals

“Market”

Budget

Dos Equis case Product category: Imported beers in the USA

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Two Mexican beers European

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(mexican) Beer on the beach positioning

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Not dependent on any season and “most interesting man” is more premium position http://www.youtube.com/watch?v=QI58wj4b4g0

http://www.youtube.com/watch?v=QI58wj4b4g0

Dos Equis delivers a most interesting and impactful campaign

Dos Equis' "Most Interesting Man in the World" campaign made controversial use of a gray-haired protagonist in a sudsy ad world that generally relies on delivering more bikinis in each successive TV spot.

But Dos Equis' ad worked, and the brand experienced a double-digit bump in sales when many competitors in the oh-so-cluttered beer category were hit with steep volume declines.

Many have commended the brand for ditching beer's go-to imagery. But we see yet another bit of genius in this effort: an integrated program laying its foundation with

1) awareness-driving TV creative while

2) maintaining the brand excitement through deeply involving participatory digital experiences.

So what did Dos Equis do with the idea in digital? First, it founded the "Most Interesting Academy," which teaches users everything from the art of the bluff to surviving in the modern era. So far, the academy boasts more than 27,000 profiles.

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Most Interesting Man In The World: TV commercial

www.staythirstymyfriend.com

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Most interesting man: digital academy

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Live brand activation

From there, the brand extended its presence on leading social platforms. The MIM's Facebook profile has more than 31,000 fans. Good numbers for a smallish brand.

But it's the amount these users interact with the brand that is most impressive. For example, a status update posted on the Facebook profile on Nov. 5 2009 received "I like this" approval from nearly 800 people, as well as 97 written comments. We mention this because it's easy for brands to crank the social friend numbers with a sweeps or whatnot. That hasn't been the way for Dos Equis, which has attracted committed brand participants.

Metrics

3 categories marketing goals/metrics

Activity and program metrics

(CTR, investment, nr of clicks, time spent on page)

Customer perception & behaviour

Brand awareness, associations

Market performance

(Sales, market share, profitability)

Classical phase model communication

Awareness

Knowledge

Attitude

Preference

Intention

Buying

Knowledge cognition

Attitude, affect

Behaviour

Hierarchy of effects

80% target group is aware

60% of target group knows vitamine is in product x

40% target group has a positive feeling

20% target group preference

10% buying intention

5% will buy brand

Possible communication goals

Market research shows the following facts. How should the car manufacturers react ?

Honda Toyota Nissan

Awareness 35% 55% 50%

Positive attitude 25% 17% 21%

Buying intention 6% 2% 5%

Honda focus on:Raise brand awarenessKnowledge on different types

Toyota focus on :Raise intrinsic value of the car->Thematic advertising

Assignment C1 formulate communication goals for your brand campaign


Category Goal

Awareness

Attitude

Behaviour

Instruments campaign

oct-dec 2011 Jan mar 2012 Apr-jun 2012 Jul –sep 2012

Online

Website

Blog

Viral

Video youtube

Banner ads

Social media site (Facebook, linkedin)

Twitter

Email marketing

Other instruments

Mobile

TV and ofline

Assignment C2 Plan for each ofline/ on line instrument if, when and how you are going to use it.

Students will have to be able to

• Sketch a consistent business concept • Dealing with complexity• Avoiding ambiguity• Taking into account uncertainty• Justification of actions

Individual assignment• Find a relevant English marketing related

article from one of the blogs top http://adage.com/power150/ or http://www.networkedblogs.com/network/poland

• Comment in English on your article with marketing knowledge . – Why is this article important ?– What have you learned from this article?– How can you use it in your assignment ?– Other aspects


http://adage.com/power150/

http://www.networkedblogs.com/network/poland

Final assignment C3: On line marketing communication plan • Market research• Decision proces, buying behaviour • Target market • Persona • Mood board • Brand key • Positioning • Communication goals / metrics • Planning online tools / campaign


Online brand building 3/3

Education

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