O tem, kako sta popolnost vsebin in pripovedovanje zgodbe ključnega pomena za maksimalen uspeh vseh vodilnih komunikacijskih in marketinških strategij. Odnos med agencijo in stranko bo razložen s študijo primera vodilnega dobavitelja gradbenih materialov Saint-Gobaina.

1. BCONTENT IS BURNING HOT!

2. HOLISTIC APPROACH
INSIGHT
BRAND STRATEGY
USP POSITIONING
CORPORATE IDENTITY
CONCEPT DEVELOPMENT
COMMUNICATION
STRATEGY
CONTENT MARKETING
COMMUNICATION - PR
SEO
EFFECT
MEASUREMENT
INNOVATION

3. THE CHALLENGE

4. THE INTEREST IN INTERIOR DESIGN
HAS NEVER BEEN BIGGER!

5. YET, THE SIZE OF THE FLOOR CATEGORY HAS BEEN
STABILE FOR YEARS
The price to the stores has decreased with 1,5% from 2011 to 2013
-
500.000
1.000.000
1.500.000
2.000.000
2.500.000
3.000.000
3.500.000
4.000.000
4.500.000
5.000.000
2009 2010 2011 2012 2013
1 2 3 4
■ Accumulated (YTD)

6. WE HAVE NOT BEEN SUCCESSFUL IN
CREATING GROWTH
IN TERMS OF VOLUME
› That is, getting the consumer to change floor more often
› The average is every 7th year
› This has been the trend for years

7. WE HAVE NOT BEEN SUCCESSFUL IN
CREATING GROWTH
IN TERMS OF VALUE
Oak Coral

8. AND WE HAVE NOT BEEN SUCCESSFUL IN TAKING OUT
THE FULL POTENTIAL OF THE PREMIUM TREND:
WE HAVE BEEN TOO FOCUSED ON
“THE BREAD-AND-BUTTER”.
OAK
ANOMOSO
LONGSTRIP

9. WE NEED TO MAKE FLOORS
MORE IMPORTANT
IN THE MIND OF THE CONSUMER!
› So that they:
› Spend more when buying a new floor! (Increase value)
› Change floor more often! (Increase volume)

10. THE MOST IMPORTANT ASPECTS THEY CONSIDER
WHEN BUYING A FLOOR IS:
“WHAT IS MY STYLE?”
“WHAT SUITS MY STYLE?”
Modern
Minimalistic
Retro
Retro Maverick
Contemporary
Cottage
Classic
Country
Chic
Medieval
Industrial
Zen
Art deco
Moroccan
Hightech
Southwest
Rococo
???

11. FIRE IDÉER

12. BOEN

13. FIRE IDÉER
PERFORMANCE MARKETING
SHIT IN = SHIT OUT

14. FIRE IDÉER
CLEVER CONTENT
CLEVER BRAND STRATEGY
CLEVER COMMUNICATON STRATEGY

15. PERFORMANCE MARKETING
CLEVER CONTENT
SEO
CLEVER BRAND STRATEGY
CLEVER COMMUNICATON STRATEGY

16. FIRE IDÉER
THE CLIENT

17. THE HISTORY

18. LOCAL NEEDS

19. FIRE IDÉER
LOOK TO NORWAYIDÉERTHE MAKEOVER

20. SWEDEN
FINLAND
NORWAY
DENMARK
AGENCY 1:
PR
AGENCY 2:
Communication
AGENCY 3:
Brand Strategy
Corporate Design
Content Marketing
AGENCY 4:
Digital
LOOK TO NORWAYIDÉER

21. THE ONE STOP SHOP
SWEDEN
FINLAND
NORWAY
DENMARK
THE ONE STOP SHOP:
Brand strategy
Corporate Design
Content Marketing
Communication
PR
Digital

22. TODAY:
Number One in
Communication
and Marketing
1
2 3
AND IT WORKS!

23. THE NEXT CHALLENGE

24. FIRE IDÉER

25. FIRE IDÉER
CUSTOMER MAGAZINE

26. FIRE IDÉER
CUSTOMER MAGAZINE

27. FIRE IDÉER

28. FIRE IDÉER
WEB

29. FIRE IDÉER
WEB

30. FIRE IDÉER
BLOG

31. FIRE IDÉER
MULTI TOUCH

32. FIRE IDÉER

33. WEB BANNERS

34. FIRE IDÉER
BANNERS IN AIRPORTS

35. FIRE IDÉER
COMMERCIALS IN THE AIRPORT EXPRESS
TRAIN

36. FIRE IDÉER
PR

37. ADS

38. FIRE IDÉER
SO, DID IT WORK?

39. FIRE IDÉER
WHAT DO YOU THINK? 

40. FIRE IDÉER
BRAND REPUTATION
0 10 20 30 40 50 60 70 80 90 100
Competitor 5
Competitor 4
Competitor 3
Competitor 2
Competitor 1
GLAVA
Marine/Offshore

41. FIRE IDÉER
PREFERRED SUPPLIER - BEFORE
0 10 20 30 40 50 60 70 80 90 100
Competitor 5
Competitor 4
Competitor 3
Competitor 2
Competitor 1
GLAVA
Marine/Offshore

42. FIRE IDÉER
PREFERRED SUPPLIER - TODAY
0 10 20 30 40 50 60 70 80 90 100
Competitor 5
Competitor 4
Competitor 3
Competitor 2
Competitor 1
GLAVA
Marine/Offshore

43. CLEVER CONTENT CREATES INTEREST,
TRAFFIC, BRAND KNOWLEDGE AND
INCREASED SALES!
BEFORE
purchase
UNDER
purchase
AFTER
purchase

44. INSIGHT STRATEGY IDENTITY COMMUNICATION INNOVATION
Thank you!