LES 2
Example: get paid membership now and get free supplies; physical promotion by
window of a store
1. Example Explanation
● Get a paid membership now and get free supplies.
● Physical promotion displayed by the window of a store.
2. Owned / Earned / Paid Media
● Owned media: The store window and building facade are owned or controlled assets used to
display the message.
3. Stakeholders
● All passing people: Potential consumers walking past the storefront who observe the ad.
● The renter of the store: The shop owner or business tenant running the campaign to drive
conversions.
● Competitors: Other local businesses or large players (e.g., even 1 public service enterprise in
Belgium can still act as a market competitor).
● The government: An active stakeholder if the product category involves regulated domains like
gambling or alcohol.
4. Reach vs. Relevance
● More targeting relevance dimension than reach: It capitalizes on immediate geographical
relevance by targeting consumers already physically standing outside the point of sale.
● Scaling to Reach: However, some versions of this promotion are placed in high-traffic hubs with
a lot of broad scale reach (such as billboards in train stations).
5. Objectives: Cognitive / Affective / Behavioural
● Behavior as the primary objective $\rightarrow$ but to build a complete funnel, you must
always address the other 2 psychological layers:
○ Cognitive: Building initial baseline awareness to reach people who do not know the
product yet or are completely unfamiliar with it.
○ Affective / Attitudinal: Addressing those who already know the product but might not
like it yet; the next best emotional step is moving them toward actively considering the
action or product for the future.
6. ROCI
The analysis divides into 2 distinct types of investment:
● Investment of doing the promotion: Covers the direct cost of promoting and the diminished
profit margin from giving away free supplies. The strategy temporarily costs the company money
while consumers underpay for their initial experience, but it balances out positively because the
attractive promotion pulls in a much higher volume of clients. Ultimately, promoting a
membership fosters long-term engagement between the brand and consumer, effectively selling
customer loyalty.
, ● Investment to put a signpost somewhere: The physical cost of installing the display. This is
highly efficient because it represents a very low cost to promote a much larger, overarching
marketing campaign.
Example: MarCom in class - water bottles on desks (Dopper stands out)
1. Example Explanation
● MarCom in class: water bottles on desks (Dopper stands out).
● Everyone has a Dopper bottle, but barely anyone uses the cup (the specific design element that
was intended to be special for the bottle).
2. Owned / Earned / Paid Media
● Owned media: Refers to selling the package and the physical product bundle itself, where the
brand controls its own design and distribution.
● Earned media: Achieved through word-of-mouth and product visibility, such as students showing
the bottle around to fellow classmates in an everyday setting.
● Strategic outcome: If the earned media succeeds, the impact is wonderful, creating an
immense positive effect on the overall marketability of the product.
3. Stakeholders
● The brand (Dopper): Seeking market adoption and commercial viability for its design.
● Students / Consumers: The individuals purchasing the bottles, placing them on desks, and
using or ignoring specific design features like the cup.
● Fellow students / Classmates: The immediate peers serving as the audience for the organic,
peer-to-peer product exposure.
● The factory / Manufacturing partners: Responsible for production capacity, infrastructure
investments, and scaling machinery.
4. Reach vs. Relevance
● Mostly reach: The strategy relies heavily on broad visibility, but this major scale is only unlocked
from the moment the campaign hits a clear structural tipping point.
● The tipping point mechanism: It relies on a certain amount, proportion, or specific segment of
people from the right target group actively demonstrating and displaying the bottle in public.
Once that critical mass is achieved, the product truly stands out, unleashing its earned marketing
potential.
5. Objectives: Cognitive / Affective / Behavioural
● Cognitive (The primary driver): The bottle functions mostly through cognition. The unique
design serves as a powerful distinctive asset, making the brand remarkably easy to think of
because it stands out visually on a desk, acting as an immediate mental cue to know the brand.
● Affective / Affect (The emotional layer): This stems from the fact that the bottle is marketed
among cool people. Because it is positioned as an premium, not-so-cheap item, people value it
and take care of it, translating social status into positive emotional affect.
6. ROCI
The commercial calculation is highly interesting for Dopper, but remains structurally tricky for water
bottles and similar durable lifestyle goods:
, ● The uncertainty risk: It is difficult to predict whether an organic, design-led trend will actually
succeed in the open market.
● The speed-of-growth trap: If it does become successful, it should not get successful too fast.
● The infrastructure penalty: A massive boom requires building or hiring a factory filled with
expensive machines that the company must pay for. However, because the product is highly
durable, once everybody owns a bottle, people stop buying more. This sudden saturation leaves
the expensive machinery unuseful and idle, threatening the long-term return on investment.
LES 3
Example: briefing about open lecture days at KUL
1. Example Explanation
● Briefing about open lecture days at KU Leuven.
● The university strategically manages its course offerings during these days: because there are
too many Psychology students, they offer classes like Religion instead so they are not attracting
as many students as normal.
● The goal is to focus on attracting the "correct" students—those with good study success and high
motivation—rather than just blindly attracting "more" students.
2. Owned / Earned / Paid Media
● Owned medium: The campaign and event are hosted and executed by the university using its
own channels and campus infrastructure.
3. Stakeholders
● Parents.
● High school students.
● Faculty and professors.
● The university itself.
● Secondary schools.
4. Reach vs. Relevance
● Reach: There is plenty of physical or operational room for more students to attend the events.
● Potential of very high Relevance: The focus is on finding the right program for the right
students to enroll in. The core strategic intent is attracting the specific students you should
attract, ensuring high qualitative relevance instead of just maximizing broad numbers.
5. Objectives: Cognitive / Affective / Behavioural
● Cognition-based (The starting point): The primary layer focuses on what the course or
university experience is actually about.
● Attitudinal component link: This cognitive understanding directly links to the attitudinal layer by
convincing visitors that the class is genuinely interesting.
● Strategic conversion: The objective is to convert people into putting this specific course into
their active consideration set for future enrollment choices.
6. ROCI
Example: get paid membership now and get free supplies; physical promotion by
window of a store
1. Example Explanation
● Get a paid membership now and get free supplies.
● Physical promotion displayed by the window of a store.
2. Owned / Earned / Paid Media
● Owned media: The store window and building facade are owned or controlled assets used to
display the message.
3. Stakeholders
● All passing people: Potential consumers walking past the storefront who observe the ad.
● The renter of the store: The shop owner or business tenant running the campaign to drive
conversions.
● Competitors: Other local businesses or large players (e.g., even 1 public service enterprise in
Belgium can still act as a market competitor).
● The government: An active stakeholder if the product category involves regulated domains like
gambling or alcohol.
4. Reach vs. Relevance
● More targeting relevance dimension than reach: It capitalizes on immediate geographical
relevance by targeting consumers already physically standing outside the point of sale.
● Scaling to Reach: However, some versions of this promotion are placed in high-traffic hubs with
a lot of broad scale reach (such as billboards in train stations).
5. Objectives: Cognitive / Affective / Behavioural
● Behavior as the primary objective $\rightarrow$ but to build a complete funnel, you must
always address the other 2 psychological layers:
○ Cognitive: Building initial baseline awareness to reach people who do not know the
product yet or are completely unfamiliar with it.
○ Affective / Attitudinal: Addressing those who already know the product but might not
like it yet; the next best emotional step is moving them toward actively considering the
action or product for the future.
6. ROCI
The analysis divides into 2 distinct types of investment:
● Investment of doing the promotion: Covers the direct cost of promoting and the diminished
profit margin from giving away free supplies. The strategy temporarily costs the company money
while consumers underpay for their initial experience, but it balances out positively because the
attractive promotion pulls in a much higher volume of clients. Ultimately, promoting a
membership fosters long-term engagement between the brand and consumer, effectively selling
customer loyalty.
, ● Investment to put a signpost somewhere: The physical cost of installing the display. This is
highly efficient because it represents a very low cost to promote a much larger, overarching
marketing campaign.
Example: MarCom in class - water bottles on desks (Dopper stands out)
1. Example Explanation
● MarCom in class: water bottles on desks (Dopper stands out).
● Everyone has a Dopper bottle, but barely anyone uses the cup (the specific design element that
was intended to be special for the bottle).
2. Owned / Earned / Paid Media
● Owned media: Refers to selling the package and the physical product bundle itself, where the
brand controls its own design and distribution.
● Earned media: Achieved through word-of-mouth and product visibility, such as students showing
the bottle around to fellow classmates in an everyday setting.
● Strategic outcome: If the earned media succeeds, the impact is wonderful, creating an
immense positive effect on the overall marketability of the product.
3. Stakeholders
● The brand (Dopper): Seeking market adoption and commercial viability for its design.
● Students / Consumers: The individuals purchasing the bottles, placing them on desks, and
using or ignoring specific design features like the cup.
● Fellow students / Classmates: The immediate peers serving as the audience for the organic,
peer-to-peer product exposure.
● The factory / Manufacturing partners: Responsible for production capacity, infrastructure
investments, and scaling machinery.
4. Reach vs. Relevance
● Mostly reach: The strategy relies heavily on broad visibility, but this major scale is only unlocked
from the moment the campaign hits a clear structural tipping point.
● The tipping point mechanism: It relies on a certain amount, proportion, or specific segment of
people from the right target group actively demonstrating and displaying the bottle in public.
Once that critical mass is achieved, the product truly stands out, unleashing its earned marketing
potential.
5. Objectives: Cognitive / Affective / Behavioural
● Cognitive (The primary driver): The bottle functions mostly through cognition. The unique
design serves as a powerful distinctive asset, making the brand remarkably easy to think of
because it stands out visually on a desk, acting as an immediate mental cue to know the brand.
● Affective / Affect (The emotional layer): This stems from the fact that the bottle is marketed
among cool people. Because it is positioned as an premium, not-so-cheap item, people value it
and take care of it, translating social status into positive emotional affect.
6. ROCI
The commercial calculation is highly interesting for Dopper, but remains structurally tricky for water
bottles and similar durable lifestyle goods:
, ● The uncertainty risk: It is difficult to predict whether an organic, design-led trend will actually
succeed in the open market.
● The speed-of-growth trap: If it does become successful, it should not get successful too fast.
● The infrastructure penalty: A massive boom requires building or hiring a factory filled with
expensive machines that the company must pay for. However, because the product is highly
durable, once everybody owns a bottle, people stop buying more. This sudden saturation leaves
the expensive machinery unuseful and idle, threatening the long-term return on investment.
LES 3
Example: briefing about open lecture days at KUL
1. Example Explanation
● Briefing about open lecture days at KU Leuven.
● The university strategically manages its course offerings during these days: because there are
too many Psychology students, they offer classes like Religion instead so they are not attracting
as many students as normal.
● The goal is to focus on attracting the "correct" students—those with good study success and high
motivation—rather than just blindly attracting "more" students.
2. Owned / Earned / Paid Media
● Owned medium: The campaign and event are hosted and executed by the university using its
own channels and campus infrastructure.
3. Stakeholders
● Parents.
● High school students.
● Faculty and professors.
● The university itself.
● Secondary schools.
4. Reach vs. Relevance
● Reach: There is plenty of physical or operational room for more students to attend the events.
● Potential of very high Relevance: The focus is on finding the right program for the right
students to enroll in. The core strategic intent is attracting the specific students you should
attract, ensuring high qualitative relevance instead of just maximizing broad numbers.
5. Objectives: Cognitive / Affective / Behavioural
● Cognition-based (The starting point): The primary layer focuses on what the course or
university experience is actually about.
● Attitudinal component link: This cognitive understanding directly links to the attitudinal layer by
convincing visitors that the class is genuinely interesting.
● Strategic conversion: The objective is to convert people into putting this specific course into
their active consideration set for future enrollment choices.
6. ROCI
