Samenvatting - Online en Offline communicatie

OFFLINE ÉN ONLINE COMMUNICATIE:
CASES & TIPS
Inhoudsopgave
Intro.............................................................................................................................................................. 3

Above the line (ATL) vs Below the line (BTL)........................................................................................................3

Van ATL & BTL naar offline & online....................................................................................................................3

Offline & online marketing combineren..........................................................................................................3

“marketingcommunicatie”...................................................................................................................................4

Wat is je positionering?................................................................................................................................. 4

Wat is je identity?.......................................................................................................................................... 4

Welke mediekanalen?................................................................................................................................... 4

Je own media éérst...............................................................................................................................................4

Strategy............................................................................................................................................................5

Waarom offline én online?............................................................................................................................. 5

Reason why?........................................................................................................................................................5

Combineren..........................................................................................................................................................5

Basis is je plan......................................................................................................................................................6

Je “Paid” media … offline?............................................................................................................................. 6

Cases: HONDA MOTOR................................................................................................................................ 10

Content...............................................................................................................................................................10

Traffic.................................................................................................................................................................10

Facebook carrousel............................................................................................................................................11

Google................................................................................................................................................................11

Online media......................................................................................................................................................12

E-mail Motorrijder magazine.............................................................................................................................12


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, Visual pack dealers.............................................................................................................................................13

Honda wall.........................................................................................................................................................13

HONDA MOTO....................................................................................................................................................13

Local campaign > Facebook targetting..............................................................................................................14

Cases: WATSON CHIPS................................................................................................................................. 15

Goodie bag – samples – brochure......................................................................................................................15

Hoe de bekendheid opdrijven?...........................................................................................................................15

Duo campagne...................................................................................................................................................15

Social media.......................................................................................................................................................16

Doelgroep (fmcg > brede selectie).....................................................................................................................16

Waltson Chips – advertenties.............................................................................................................................16

Voorbeeld resultaten..........................................................................................................................................17

Conclusie/Tips............................................................................................................................................. 19




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, INTRO

ABOVE THE LINE (ATL) VS BELOW THE LINE (BTL)




VAN ATL & BTL NAAR OFFLINE & ONLINE

“all the messages and media you deploy to communicate with the market”


OFFLINE & ONLINE MARKETING COMBINEREN



 E-mail  Print


 Websites  Audio visueel (tv, radio, bioscoop)


 SEA  OOH (= out of home)


 SEO  HAH (= huis aan huis)


 Social media  Postale mail (= fysieke post)

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