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
1
, 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
2
, 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)
3
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
1
, 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
2
, 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)
3
