Strategie 2
Inhoud
Les 1: 11/02/2025................................................................................................... 9
Double Diamond.................................................................................................. 9
Oplossen met communicatie – Double Diamond model.........................................9
Stap 1: discover: research................................................................................... 9
Stap 2: define.................................................................................................... 10
SWOT-analyse................................................................................................ 10
Confrontatiematrix: hoe kunnen we onderlinge verbanden zichtbaar maken?
....................................................................................................................... 10
Stap 3: Challenge.............................................................................................. 10
Van analyse naar strategie............................................................................. 11
Naar 2de deel Lasswell-model: what, through which channel.........................11
Stap 4: develop................................................................................................. 11
Through which channel.................................................................................. 12
Stap 5: deliver................................................................................................... 12
Samenvatting les 1........................................................................................... 13
Les 2: 13/02/2025................................................................................................. 13
Discoverfase = research................................................................................ 13
Challenge: communicatiedoelstellingen............................................................13
Challenge-develop: mediastrategie................................................................13
3 niveaus........................................................................................................ 13
Voorbeeld: scholengroep in centrumstraat....................................................14
Externe analyse................................................................................................. 14
Externe analyse............................................................................................. 14
Algemeen onderzoekende houding................................................................14
Macro-omgeving – DESTEP................................................................................ 15
Voorbeelden DESTEP voedsel.........................................................................16
Meso-omgeving................................................................................................. 16
Afnemersanalyse – 6w-methode van Ferrel....................................................16
Bedrijfstakanalyse: de aantrekkelijkheid van een (afzet)markt......................16
Concurrentieanalyse...................................................................................... 16
Distributieanalyse.......................................................................................... 17
Voorbeeld elementen meso-omgeving naar define bv. Jumbo.......................17
Doelgroepsanalyse............................................................................................ 17
Doelgroep of afnemersanalyse – 6w-methode van Ferrel...............................17
1
, Doelgroepssegmentatie................................................................................. 17
Buyer persona (= ideale klant)......................................................................18
Naar Define: kansen/bedreigingen uit buyers persona..................................18
Zwaktes/sterktes (interne analyse) via buyer persona klantenreis ...............18
Doelgroepsanalyse – behoeftes.........................................................................19
Behoeftes volgens De Cleen...........................................................................19
Rationele vs. Emotionele motivatie................................................................19
Doelgroepsanalyse – het belang van insights...................................................19
Insight = dieperliggende waarheden als je doelgroep gaat interviewen........19
3 bouwstenen van Insight.............................................................................. 19
Nut consumer insight..................................................................................... 19
Samenvatting les 2........................................................................................... 20
Les 3: 18/02/2025................................................................................................. 21
Stap 1 – discover: interne analyse.....................................................................21
Sterktes en zwaktes uit SWOT-analyse..........................................................21
Analyse sterktes en zwaktes als organisatie/merk............................................21
Analyse organisatie – marketing – communicatie..........................................21
Benchmarken – vergelijken............................................................................ 21
Sterktes en zwaktes benchmarken................................................................21
Communicatieaudit........................................................................................... 22
Identiteitsonderzoek.......................................................................................... 22
Kernwaarden.................................................................................................. 22
Merkwaarden................................................................................................. 22
Identiteitsonderzoek...................................................................................... 22
Gap-analyse................................................................................................... 22
Identiteit vs. imago........................................................................................ 23
Les 4: 20/02/2025................................................................................................. 23
Stap 3 – challenge en communicatiedoelstellingen...........................................23
Challenge....................................................................................................... 23
Challenges en doelen........................................................................................ 23
To whom............................................................................................................ 23
Wie is de communicatiedoelgroep.................................................................23
DMU (= decision making unit)........................................................................23
Who................................................................................................................... 24
Who: identiteit, sterktes, kansen....................................................................24
With what effect................................................................................................ 24
What en through which channel........................................................................24
2
, Through which channel.................................................................................. 24
Hoe formuleer je een challenge.....................................................................24
Communicatiedoelstellingen............................................................................. 24
Communicatiedoelen..................................................................................... 24
Van challenge naar SMART-communicatiedoelstellingen................................25
Communicatiedoelen vanuit het driecomponentenmodel kennis/attitude/gedrag
.......................................................................................................................... 25
Vanuit de define naar ‘wat ontbreekt er?’......................................................25
Challenge.......................................................................................................... 25
Volledige mediamix (2de diamant) volgt je doelstelling..................................25
Subdoelstellingen binnen driecomponentenmodel........................................25
Kennis................................................................................................................ 26
Verschillende vormen van kennisdoelen........................................................26
Merkbekendheid of brand awareness.............................................................26
Categoriebekendheid..................................................................................... 27
Merkassociaties.............................................................................................. 27
Propositiebekendheid..................................................................................... 27
Attitude............................................................................................................. 27
Verschillende vormen van attitudedoelen......................................................27
Merkassociaties via bekende personages......................................................28
Merkassociaties via sonic branding................................................................28
Positieve houding t.o.v. merk.........................................................................28
Merkbeleving/brand experience.....................................................................28
Merkimago (verbeteren, veranderen)............................................................28
Gedrag.............................................................................................................. 28
Verschillende vormen van gedragsdoelen......................................................28
Merkoverweging............................................................................................. 28
Gedragsondersteuning................................................................................... 29
Gedragsintentie stimuleren............................................................................29
Tegenwoordig veel meer digitale communicatie gericht op snellere conversie
....................................................................................................................... 29
Gedragsintentie stimuleren............................................................................29
Les 5: 25/02/2025 kut les.................................................................................... 29
Customer journey model (uitgebreid)................................................................30
SEE-fase......................................................................................................... 31
Think-fase...................................................................................................... 32
Do-fase........................................................................................................... 33
CARE-fase....................................................................................................... 33
3
, Wat kennen/kunnen........................................................................................ 34
Communicatiedoelen, rekening houdend met type product naar betrokkenheid
.......................................................................................................................... 34
Customer journey verschilt naar gelang betrokkenheid.................................34
Soorten producten.......................................................................................... 35
Examen: je krijgt een product en je moet kunnen zeggen welke fase je het op
toepast........................................................................................................... 36
Communicatiedoelen, rekening houdend met de PLC (product lifecycle)..........36
Communicatiedoelen volgens PLC.................................................................36
Les 6: 25/03/2025................................................................................................. 37
Stap 4: van communicatiedoelen naar de mediamix: through which channel. .37
Wat is mediastrategie........................................................................................ 37
Van communicatiedoelstellingen naar mediastrategie...................................37
Mediastrategie – welke mediamix inzetten....................................................38
Welke boodschap via welk kanaal, welke mediamix PESO-model .................38
Paid media..................................................................................................... 39
Earned, borrowed en owned media ook keuzes maken..................................39
Media-analyse – terug naar discover en define fase.........................................39
Discover – start bij de briefing........................................................................39
Discover – to whom: mediagebruik communicatiedoelgroep.........................40
Discover: hoe mediagebruik achterhalen (to whom)......................................40
Discover: hoe mediagebruik achterhalen (to whom) – CIM............................40
Discover – nood aan inzicht media in België..................................................41
Van discover naar define – mediakanalen en titels – voor/nadelen................41
Strategische en tactische mediakeuzes............................................................42
Strategische mediakeuzes (kanalen).................................................................42
Keuze maken aan de hand van......................................................................42
Type doelgroep – warme of koude doelgroep.................................................42
Customer journey........................................................................................... 42
See-fase......................................................................................................... 43
Think fase....................................................................................................... 43
Do-fase........................................................................................................... 44
Care-fase........................................................................................................ 44
Strategische mediakeuzes (kanalen)..............................................................44
Strategische mediakeuzes – mediakost..........................................................45
Strategische mediakeuzes (kanalen)..............................................................46
Tactische mediakeuzes (titels)...........................................................................46
Hulpmiddel – mediaspecs............................................................................... 46
4
Inhoud
Les 1: 11/02/2025................................................................................................... 9
Double Diamond.................................................................................................. 9
Oplossen met communicatie – Double Diamond model.........................................9
Stap 1: discover: research................................................................................... 9
Stap 2: define.................................................................................................... 10
SWOT-analyse................................................................................................ 10
Confrontatiematrix: hoe kunnen we onderlinge verbanden zichtbaar maken?
....................................................................................................................... 10
Stap 3: Challenge.............................................................................................. 10
Van analyse naar strategie............................................................................. 11
Naar 2de deel Lasswell-model: what, through which channel.........................11
Stap 4: develop................................................................................................. 11
Through which channel.................................................................................. 12
Stap 5: deliver................................................................................................... 12
Samenvatting les 1........................................................................................... 13
Les 2: 13/02/2025................................................................................................. 13
Discoverfase = research................................................................................ 13
Challenge: communicatiedoelstellingen............................................................13
Challenge-develop: mediastrategie................................................................13
3 niveaus........................................................................................................ 13
Voorbeeld: scholengroep in centrumstraat....................................................14
Externe analyse................................................................................................. 14
Externe analyse............................................................................................. 14
Algemeen onderzoekende houding................................................................14
Macro-omgeving – DESTEP................................................................................ 15
Voorbeelden DESTEP voedsel.........................................................................16
Meso-omgeving................................................................................................. 16
Afnemersanalyse – 6w-methode van Ferrel....................................................16
Bedrijfstakanalyse: de aantrekkelijkheid van een (afzet)markt......................16
Concurrentieanalyse...................................................................................... 16
Distributieanalyse.......................................................................................... 17
Voorbeeld elementen meso-omgeving naar define bv. Jumbo.......................17
Doelgroepsanalyse............................................................................................ 17
Doelgroep of afnemersanalyse – 6w-methode van Ferrel...............................17
1
, Doelgroepssegmentatie................................................................................. 17
Buyer persona (= ideale klant)......................................................................18
Naar Define: kansen/bedreigingen uit buyers persona..................................18
Zwaktes/sterktes (interne analyse) via buyer persona klantenreis ...............18
Doelgroepsanalyse – behoeftes.........................................................................19
Behoeftes volgens De Cleen...........................................................................19
Rationele vs. Emotionele motivatie................................................................19
Doelgroepsanalyse – het belang van insights...................................................19
Insight = dieperliggende waarheden als je doelgroep gaat interviewen........19
3 bouwstenen van Insight.............................................................................. 19
Nut consumer insight..................................................................................... 19
Samenvatting les 2........................................................................................... 20
Les 3: 18/02/2025................................................................................................. 21
Stap 1 – discover: interne analyse.....................................................................21
Sterktes en zwaktes uit SWOT-analyse..........................................................21
Analyse sterktes en zwaktes als organisatie/merk............................................21
Analyse organisatie – marketing – communicatie..........................................21
Benchmarken – vergelijken............................................................................ 21
Sterktes en zwaktes benchmarken................................................................21
Communicatieaudit........................................................................................... 22
Identiteitsonderzoek.......................................................................................... 22
Kernwaarden.................................................................................................. 22
Merkwaarden................................................................................................. 22
Identiteitsonderzoek...................................................................................... 22
Gap-analyse................................................................................................... 22
Identiteit vs. imago........................................................................................ 23
Les 4: 20/02/2025................................................................................................. 23
Stap 3 – challenge en communicatiedoelstellingen...........................................23
Challenge....................................................................................................... 23
Challenges en doelen........................................................................................ 23
To whom............................................................................................................ 23
Wie is de communicatiedoelgroep.................................................................23
DMU (= decision making unit)........................................................................23
Who................................................................................................................... 24
Who: identiteit, sterktes, kansen....................................................................24
With what effect................................................................................................ 24
What en through which channel........................................................................24
2
, Through which channel.................................................................................. 24
Hoe formuleer je een challenge.....................................................................24
Communicatiedoelstellingen............................................................................. 24
Communicatiedoelen..................................................................................... 24
Van challenge naar SMART-communicatiedoelstellingen................................25
Communicatiedoelen vanuit het driecomponentenmodel kennis/attitude/gedrag
.......................................................................................................................... 25
Vanuit de define naar ‘wat ontbreekt er?’......................................................25
Challenge.......................................................................................................... 25
Volledige mediamix (2de diamant) volgt je doelstelling..................................25
Subdoelstellingen binnen driecomponentenmodel........................................25
Kennis................................................................................................................ 26
Verschillende vormen van kennisdoelen........................................................26
Merkbekendheid of brand awareness.............................................................26
Categoriebekendheid..................................................................................... 27
Merkassociaties.............................................................................................. 27
Propositiebekendheid..................................................................................... 27
Attitude............................................................................................................. 27
Verschillende vormen van attitudedoelen......................................................27
Merkassociaties via bekende personages......................................................28
Merkassociaties via sonic branding................................................................28
Positieve houding t.o.v. merk.........................................................................28
Merkbeleving/brand experience.....................................................................28
Merkimago (verbeteren, veranderen)............................................................28
Gedrag.............................................................................................................. 28
Verschillende vormen van gedragsdoelen......................................................28
Merkoverweging............................................................................................. 28
Gedragsondersteuning................................................................................... 29
Gedragsintentie stimuleren............................................................................29
Tegenwoordig veel meer digitale communicatie gericht op snellere conversie
....................................................................................................................... 29
Gedragsintentie stimuleren............................................................................29
Les 5: 25/02/2025 kut les.................................................................................... 29
Customer journey model (uitgebreid)................................................................30
SEE-fase......................................................................................................... 31
Think-fase...................................................................................................... 32
Do-fase........................................................................................................... 33
CARE-fase....................................................................................................... 33
3
, Wat kennen/kunnen........................................................................................ 34
Communicatiedoelen, rekening houdend met type product naar betrokkenheid
.......................................................................................................................... 34
Customer journey verschilt naar gelang betrokkenheid.................................34
Soorten producten.......................................................................................... 35
Examen: je krijgt een product en je moet kunnen zeggen welke fase je het op
toepast........................................................................................................... 36
Communicatiedoelen, rekening houdend met de PLC (product lifecycle)..........36
Communicatiedoelen volgens PLC.................................................................36
Les 6: 25/03/2025................................................................................................. 37
Stap 4: van communicatiedoelen naar de mediamix: through which channel. .37
Wat is mediastrategie........................................................................................ 37
Van communicatiedoelstellingen naar mediastrategie...................................37
Mediastrategie – welke mediamix inzetten....................................................38
Welke boodschap via welk kanaal, welke mediamix PESO-model .................38
Paid media..................................................................................................... 39
Earned, borrowed en owned media ook keuzes maken..................................39
Media-analyse – terug naar discover en define fase.........................................39
Discover – start bij de briefing........................................................................39
Discover – to whom: mediagebruik communicatiedoelgroep.........................40
Discover: hoe mediagebruik achterhalen (to whom)......................................40
Discover: hoe mediagebruik achterhalen (to whom) – CIM............................40
Discover – nood aan inzicht media in België..................................................41
Van discover naar define – mediakanalen en titels – voor/nadelen................41
Strategische en tactische mediakeuzes............................................................42
Strategische mediakeuzes (kanalen).................................................................42
Keuze maken aan de hand van......................................................................42
Type doelgroep – warme of koude doelgroep.................................................42
Customer journey........................................................................................... 42
See-fase......................................................................................................... 43
Think fase....................................................................................................... 43
Do-fase........................................................................................................... 44
Care-fase........................................................................................................ 44
Strategische mediakeuzes (kanalen)..............................................................44
Strategische mediakeuzes – mediakost..........................................................45
Strategische mediakeuzes (kanalen)..............................................................46
Tactische mediakeuzes (titels)...........................................................................46
Hulpmiddel – mediaspecs............................................................................... 46
4
