1. 10 STEPS HOW DO YOU MAKE A BRAND TRAVEL IN LEMON SCENTED TEA CREATIVITY THAT TRAVELS GIJSBREGT VIJN SANOMA MEDIA MATTERS 2014

2. HELLO I AM. GIJSBREGT VIJN MY PERSONAL JOURNEY MD LEMON SCENTED TEA FOUNDER VRIJ ENTERTAINMENT NETWORK CREATIVE AGENCY IN AMSTERDAM SPECIALISED IN MAKING BRANDS TRAVEL THROUGH IDENTITY BASED CAMPAIGNING. 3. WHAT WE AIM FOR: MAKING BRANDS TRAVEL? 4. HOW? IDENTITY BASED CAMPAIGING 5. MARKETEERS DEAL WITH THE SAME FUNDAMENTAL CHANGES 6. Increased transparency Increased complexity Increased speed Beats by Dre $3 billion Nationale - Nederlanden $8 billion Uber $17 billion 7. IDENTITY MAKES LIFE EASY 8. Direction Personal ownership Variety and innovation Spontaneous Fast and flexible = TRAVEL IDENTITY= 9. ONLY LIARS NEED TO BE CONSISTENT 10. No advertise stick ons DNA= Let the company speak Build the story + substories/ concepts Get fans (internal & external) Proof the story & make it travel 11. IDENTITY BASED CAMPAIGNING 12. 10 STEPS THE LST TRAVEL APPROACH TO MAKE YOUR BRAND TRAVEL 13. STEP 1 LET THE COMPANY AND THE BRAND SPEAK! 14. STEP 2 BRAND COMPASS TO GUIDE BRANDS DIRECTION VISIONISP/WHY MISSION ESP USP HOW WHAT 15. STEP 3 FIND THE MAGIC: THE STORY 16. WAT IS ENERGIE? 17. VERANDER VERHALEN DIE LEIDEN TOT EEN GOED GEVOEL Hoe we met onze energie positieve verandering mogelijk maken. Onze energie: elektriciteit, gas, warmte, koude Onze energie: passie, kennis en kunde 18. TV 19. ECHTE VERHALEN 20. POSITIEVE ENERGIE + IDENTITEIT 21. NUON.NL/VERANDEREN (PLATFORM) 22. TUNNEL ACTIVATION 23. Bewijzen, dagelijks. Activatie Diensten Proposities B2B 24. STEP 4 CHOOSE YOUR AUDIENCES AND TRANSLATE TO SUBSTORIES 25. ONE STORY: MULTIFEEL BRANDING Sub- storie Campaign idea Campaign story The mid segment of the market Sub- storie One story different ways to tell it. Better content = More relevance = more impact = more involvement= more virality = stronger brand Sub- storie Sub- storie Sub- storie Target 4 Target 3 Target 2 Target 1 VS 26. STEP 5 DETERMINE CUSTOMER JOURNEY 27. Awareness Consideratio n Preference Purchase Experience Loyalty Own + Paid media 3RD party contentEarned media Website Events Publicatio ns Print / ATL PR Website (e)DM Social Reference program Fairs/event s 1-on-1 Website Reference program 1-on-1 Web Customer care Web 1-on-1 Social Customer care 1-on-1 Web (e)DM Events Publication s Social Reference program CAMPAIGN ALIGNMENT WITH SALES FUNNEL 28. STEP 6 MEDIA TRAVEL PLAN 29. CHANNEL MATRIX 30. COMMUNICATIONS ECOSYSTEM 31. STEP 7 FILL IN CREATIVE CONTENT CALENDAR 32. WEBBASED ALLIGNMENT SOFTWARE: CREATIVE CONTENT CALENDARTM Click here to see demo 33. WEBBASED ALLIGNMENT SOFTWARE: CREATIVE CONTENT CALENDARTM Click here to see demo 34. STEP 8 KEY PERFORMANCE INDICATORS COMMS 35. AWARENESS 100.000 Youtube views +20% Search Volume +15% Amplification Rate* CONSIDERATION +75,000 site visits +10% Share of Voice +10% Talking about this + 20% Conversation Rate PREFERENCE +20% Applause Rate* -25k App Downloads PURCHASE 75% Sold Out Shows +5% AOV* 0.1 Conversion Rate RETENTION +50% Email Subs +10% Return Visitors IMP = IMPRESSIONS AMPLIFICATION RATE = # SHARES PER POST APPLAUSE RATE = # LIKES/FAVOURITES PER POST CONVERSATION RATE = # COMMENTS/REPLIES PER POST AOV = AVERAGE ORDER VALUE LEGENDA *INDICATIONS ONLY. BENCHMARKS NEEDED KEY PERFORMANCE INDICATORS* 36. STEP 9 ACCELERATE TRAVEL WITH GREAT ENGAGING STUFF & THE RIGHT INFLUENCERS 37. VISIT SWEDEN Click here to see video 38. VISIT SWEDEN Click here to see video 39. NUON SOLAR RESCUE TEAM Click here to see video 40. STEP 10 MONITOR & MAKE IT BETTER ALL THE TIME Message Media mix Phase Customer journey Target audience 41. CAMPAIGNS, CONTENT & INSIGHTS Story Buzz Advertising Content Brand Business } }Data ISP ESP USP Insights DNA 42. SUMMARY Step 1: Let the company and the brand speak! Step 2: - Brand compass to guide brands Step 3: Find the magic: the story Step 4: Choose your audiences and translate to substories Step 5: Determine customer journey Step 6: Media travel plan Step 7: Fill in creative content calendar Step 8: Key performance indicators comms Step 9: Accelerate travel with great engaging stuff & the right influencers Step 10: Monitor & make it better all the time 43. HOW DO YOU MAKE YOUR BRAND TRAVEL? Want the presentation and a 3 months free trial subscription of the Creative Content Calendar!!? gijsbregt@lemonscentedtea.com http://nl.Linkedin.com/in/gijsbregtvijn http://twitter.com/gijsbregtvijn http://www.slideshare.net/gijsbregtvijn