2. Belgacom and Famous present
5 key success factors
for profitable campaigns

3. • Agenda
• Accountability? Facts please...
• 5 lessons illustrated via Belgacom TV

4. An eye opening study
Based on a sample of 880
campaigns.
Reveals factors that make
marketing profitable, but also
exposes practices and myths
that lead to waste and
inefficiency.

5. The analysis is entirely
evidence-based – there are
no unsubstantiated opinions or
theories.
The report provides dozens of
detailed recommendations and
best practices covering
every stage of campaign
development and evaluation.

6. Case study : Better Football for better TV
• Market
• Belgacom owns exclusivity on Jupiler Pro League
• Belgian soccer is defensive. Belgian trainers are known for poor
offensive tactics.
• Telenet broadcasts Champions League ,premier league and
italian league and competes with an attractive product

7. Case study : Better Football for better TV
• Objectives
• Acquisition of new BGC TV-customers + BGC TV foot
subscriptions
• Attract new subscribers.
• Increase awareness of BGC FOOT
• Increase attractiveness of Jupiler League.

9. 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

10. Case study : Better Football for better TV
• Key Visual

11. Case study : Better Football for better TV
• Key Visual

12. Case study : Better Football for better TV
• Media
• Step 1: P.R.
• Step 2: TV
• Step 3: Mailing.
• Step 4: Web

13. Case study : Better Football for better TV
• Media
• Step 1: P.R.

14. Case study : Better Football for better TV

15. 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/Voetbalmagazine
• Response via web /phone/ point of sales

16. Case study : Better Football for better TV
• Mailing

17. • Mailing

18. • Mailing

19. 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 encourages
brand perceptions that the brand is bigger than
before ( Prue 1998)”

20. 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 makes
waves.
• These campaigns generate strong emotional responses and
cause the brand to stand out distinctively from other brands in
the category.

21. Lesson 1 : Fame campaigns deliver superior results
• Communications models that are more likely to yield strong
business results use emotional involvement and fame models
– Emotional campaigns aim for being liked and generate
emotional engagement.
– Intention is to transfer this emotion to the brand and build
empathy. Empathy seeks to influence the decision
– Fame is opposed to classical “reason why” or “persuasion”
campaigns that argument with rational arguments.

22. 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 %

23. Lesson 3 : Be famous for the good reasons
• Growing AWARENESS is not mandatory for success: IPA
database reports 30 % of effective cases with no
increased awareness reported.

24. Lesson 3 : Be famous for the good reasons
• One believes that who recalls advertising is more likely
to be a user
• BUT :In fact people who already know and use are
those who have a better recall of the product
• Solution :look for other more reliable KPI than mere
awareness

25. Lesson 3 : Be famous for the good reasons
• What matters is weather the advertising raised
saliency . It helps to choose straightforward for this
communication objective to reinforce the presence and
the authority of the brand in the minds of the target
• They discovered likeability being a better predictor of
success / better than persuasion ( = rational)

26. Lesson 4 : TV ,in any form, remains king
• Campaigns using TV have outperformed others
• TV is the ideal medium to vehicle emotions
– Decision making is rooted in emotions
• It was shown that FAME is a potent way to promote a
brand. TV is unrivalled for this, but think at TV in any
form.

27. Lesson 5 : DM ? Rational or Emotional?
• In product categories where purchase intervals are long
consumers alternate between active and passive
phases.
• Emotional campaigns are effective in the latter , while
information rich campaigns influence the active
shoppers

28. Lesson 5 : DM ? Rational or Emotional?
Frequently heard question…How can we do better next
time?
Is DM the right medium?
What type of DM will be effective ?

29. Lesson 5 : DM ? Rational or Emotional?
• Map the stage in the sales funnel of the customer bases
while developing one to one communications
• Sales funnel definition
• Awareness->knowledge->likeability->purchase
intention
• Looking under the surface of response/ targets

30. 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 the
target group in the sales funnel

31. 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 and
understood

32. Summary:
• Fame strategies deliver superior results
• Media combinations drive efficiency
• Saliency and likeability are more important than mere
awareness
• Be Famous for the good reasons

33. 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)