Can the selection of media influence your customer portfolio? (Irena Kocjan Goodyear Dunlop Sava Tires)

•

1 gefällt mir•445 views

The selection of media can influence a company's customer portfolio. This document discusses how the Sava brand used different media like television, online videos, and social media like Facebook to reposition their brand and target Generation Y customers. It provides statistics on how the brand grew its Facebook fan base in different countries and discusses viral marketing campaigns and public relations strategies used to activate customers in a fun and engaging way. The key is creating positive emotions without being invasive by being passionate, involving customers, celebrating loyalty, finding and sharing stories, and accepting responsibility.

Can the selection of media influence
your customer portfolio?

Irena Kocjan

Mates on a Mission
European Facebook Project

Pilot countries : CZ, RO, SER, DE

WHO ARE THEY?

Two guys with one mission:

MAKE THE WORLD A
MORE FUN PLACE !!!

“ Humor can break up log-jams in both personal
relationships and in business.”
Kevin Roberts, Saatchi & Satchi

ACTIVATION : TRAFIC, PRESS, TRADE
•  Natural viral effect
–  Videos (Facebook, Youtube)
–  Offer content that is appealing to target group

•  Viral seeding
–  GoViral campaign

•  Facebook
–  Contests with FUN! as common theme
–  Engagement
–  Car give-away
–  FaceBook advertising

•  PR activities
–  Press kit
–  PR stories and cooperation with target magazines and on line

SOME NUMBERS
FACEBOOK
Number of likes (15.8. – 19.11.2012)

–  Serbia ..................... 11 409
–  Romania ................. 7 634
–  Czech Republic ...... 7 482
–  Germany ................. 1 919

Human beings are powered by emotion, not by reason.

?
How do you create positive emotions – intimacy,
without being invasive or insincere?

BE PASSIONATE
INVOLVE CUSTOMERS
CELEBRATE LOYALTY
FIND, TELL & RETELL STORIES
ACCEPT RESPONSIBILITY

Weitere ähnliche Inhalte

Ähnlich wie Can the selection of media influence your customer portfolio? (Irena Kocjan Goodyear Dunlop Sava Tires)

Brands on FIlm - Deck

brand-e

How to use social media to develop your brand and your business?

SWiTCH

What is Digital Comms short

Iryna Kepych

Creative thinking for tomorrows media jul 2013

Aneeket Dayal

Real Time

nillo

Social media, beyond the hype

Joakim Nilsson

Conductor presentation booklet

Timothy Tennant

Beyond reach and awareness: How the social nature of the web is reshaping the...

Mirum Africa

The Social Era and Your Business

Eric Swain

October Virtual Series: Checking In on 'Checking In'

DigitalMoguls

Emerging Portfolio Trends 2011

kfolkman

Prednaska euba cnas_vadocz_2011

Stefan Vadocz

QRCA - Philadelphia

Benjamin Smithee

Ma cultural policy and tourism - Social Media Class

Royal Holloway, University of London

Carlsberg don't do marketing seminars...

Business Link South West - Events

DSP - General insights of digital medium - Version 1

AiiM

Transmedia sf - presentation for the IABC Jan 16 2013

Maya Zuckerman

Conversation Marketing

Alex Kornfeind

Cannes lions awards 2014 trends and implications

Leslie Turley

This presentation displays a business idea I had with a friend at Antwerp Management School. Data in this presentation are purely based on assumptions and therefore not always that realistic. We just want to share our elaborated business idea. We also decided not to do anything with it, so feel free to 'steal' the idea! Do not forget to mention us when you're making billions ;) Ow yeah, feedback or questions always welcome of course ! Greeting, Dennis De Cat - dennis_dc@msn.com Steven de Laat - steven.de.laat@gmail.com

Crybex

🚀 Dennis De Cat 🚀

Ähnlich wie Can the selection of media influence your customer portfolio? (Irena Kocjan Goodyear Dunlop Sava Tires) (20)

Brands on FIlm - Deck

How to use social media to develop your brand and your business?

What is Digital Comms short

Creative thinking for tomorrows media jul 2013

Real Time

Social media, beyond the hype

Conductor presentation booklet

Beyond reach and awareness: How the social nature of the web is reshaping the...

The Social Era and Your Business

October Virtual Series: Checking In on 'Checking In'

Emerging Portfolio Trends 2011

Prednaska euba cnas_vadocz_2011

QRCA - Philadelphia

Ma cultural policy and tourism - Social Media Class

Carlsberg don't do marketing seminars...

DSP - General insights of digital medium - Version 1

Transmedia sf - presentation for the IABC Jan 16 2013

Conversation Marketing

Cannes lions awards 2014 trends and implications

Crybex

Mehr von SEMPL

Recent trends in digital advertising throughout Europe (Alain Heureux - IAB)

SEMPL

Powerful technologies and a significant personal habit changes are impacting societal, economic and political developments. Marketing is following media/content as the next big arena for change – consider what has happened to music, film/TV and newspaper industries and then extrapolate on what will happen to marketing, branding and advertising in nearby future. Integration of media and communication channels (online-offline, augmented reality, responsive design, social TV), problems and challenges of editing, distribution and monetizing media content are just some of the challenges in the industry. These are also some of the topics that Gerd Leonhard will touch on; showing examples from around the globe and presenting future scenarios that will become reality quicker than you might think.

The total reset of marketing, branding and media – are you ready for the futu...

SEMPL

On the threshold of changes (Tomaž Žontar - Europlakat)

SEMPL

There are three levels of activation: the receipt of the message, spreading of the message and the creation of the information. All three are becoming a necessity for us to understand if we want to co-create the advertising future. Classic advertising models are long gone. Steven Van Belleghem will guide you through data and best practice in order to give you an insight on how to achieve a long-lasting consumer involvement through combining classic and social media.

The future of media and marketing communications: engage consumers! (Steven v...

SEMPL

Programmed to succeed (prof. dr. Matej Tušak)

SEMPL

The nature of online advertising allows us the chance to deeply understand performance but in the past we haven’t done a very good job of making these capabilities work for us. The Nielsen representatives will show us how we are able to understand the effectiveness of brand based advertising online and use this information to become more efficient, but this requires organizational and attitudinal change.

The efficiency of online advertising (Andrew Felbert - Nielsen)

SEMPL

To satisfy the needs of their users, it is imperative the media know them well. Research already shows that the total is more than the sum of individual parts – users are moving from traditional to modern forms of media usage and also transfer among the latter, which consequently means, that they often use our medium from several different platforms. The potential for reaching new and new users is expending and we can take advantage of that. At Mediana, they already know the answers to several questions regarding the new habits of media users – who are the exclusive users, viewers or listeners over the traditional platforms, how many of them combine different methods of following the media and who are those who no longer care about traditional platforms. By enabling insight into this topic, media planners will gain a better understanding of new media landscape in the region and their decision making about future investments will be made easier.

Different media platforms – same consumers? (Maša Muster - Mediana)

SEMPL

Behavioural economics: how to turn human understanding into business advantag...

SEMPL

Ambush marketing: Marketing opportunity or business liability? (Blaž Bolcar -...

SEMPL

We are all digital story painters, but what will be tomorrow’s canvas? How will devices change? How will consumers have fun? And where, when and how is it best for our brands to speak to them? What does Microsoft have to offer to advertisers with its digital assets, will be presented by Béla E. Papp, director of Advertising & Online for CEE at Microsoft. He will especially underline the Microsoft's vision of advertising and online media future.

Future Forward: four trends that will change the online world (Béla E. Papp -...

SEMPL

Ozana Jurković’s professional experience includes a variety of leading multinational companies, such as Henkel, AC Nielsen, a global market research company, where she held one of the top positions and was responsible for two countries, and Styria, one of the largest regional media houses, where she operated as a media consultant. Due to her analytical skills she is one of the top 8 percent business professionals worldwide. Her approach to work is very practical and client focused, that’s why she is considered trustworthy by large global companies, such as Unilever, Gillete, Kraft and many others. www.sempl.si

Ozana Jurković // Challenges of modern marketing: the importance of analyses

SEMPL

mag. Nataša Tomc Jovović // Selective approach to the media for maximum impac...

SEMPL

David Brennan was Research and Strategy Director at Thinkbox from its launch in 2006 until a month ago when he set up his own media consultancy – Media Native – specialising in the role of TV in the communications mix in the 21st Century. As Research & Strategy Director at Thinkbox, he has been responsible for managing all Thinkbox’s research needs, communicating them to the industry, helping to set its main communications messages and providing support and inspiration for the planning community and has managed a number of groundbreaking projects, including the Thinkbox TV Engagement Study, The TV Payback Study, Brain Waves – How TV works on the Brain; and Tellyporting – a look at the future for connected television.

The role of television in the marketing of the 21st century // David Brennan

SEMPL

Peter Callius is originaly from the print media industry but then he realised the importance of media research to the whole media industry. He has been heading both the media department and earlier the brand/consumer research department at TNS Sifo – Sweden's largest and leading research agency. He believes in integration, integration between consumer, brand, advertising and media research. And he is a true believer in integration between the different media silos. He is a regular speaker at media and research conferences.

Peter callius // Why the first beer is always the best and other important le...

SEMPL

Mehr von SEMPL (14)