MARKETINGCOMMUNICATIE
STRATEGIE
Nore Frooninckx
1CMM UCLL
,Nore Frooninckx Marketingcommunicatie strategie 2024-2025
INHOUDSTAFEL
INHOUDSTAFEL ............................................................................................................................................... 1
HOOFDSTUK 1: INTEGRATED MARKETING COMMUNICATION ......................................................................... 6
INLEIDING ....................................................................................................................................................... 6
BELANG VAN DE MARKETINGMIX ................................................................................................................................. 6
Product ............................................................................................................................................................ 6
Prijs .................................................................................................................................................................. 6
Plaats............................................................................................................................................................... 7
Promotie .......................................................................................................................................................... 7
Van 4 P’s naar 4 C’s ......................................................................................................................................... 7
DE COMMUNICATIEMIX ............................................................................................................................................. 7
Verschillende marketingcommunicatie-instrumenten: ................................................................................... 7
Persoonlijke communicatie vs massacommunicatie ....................................................................................... 8
Themacommunicatie vs actiecommunicatie ................................................................................................... 9
WAT IS IMC?.......................................................................................................................................................... 9
BELANGRIJKSTE REDENEN VAN IMC ........................................................................................................................... 11
OBSTAKELS VAN IMC .............................................................................................................................................. 11
COMMUNICATIEBUREAUS EN IMC ............................................................................................................................. 11
HOOFDSTUK 2: SEGMENTATIE, TARGETING EN POSITIONERING.................................................................... 12
INLEIDING ..................................................................................................................................................... 12
SEGMENTATIE ............................................................................................................................................... 14
WAT IS SEGMENTATIE? ........................................................................................................................................... 14
SEGMENTATIECRITERIA ............................................................................................................................................ 14
Objectieve vs subjectieve criteria .................................................................................................................. 15
Algemene criteria vs specifieke criteria ......................................................................................................... 15
Algemene objectieve criteria ......................................................................................................................... 16
ALGEMENE SUBJECTIEVE CRITERIA ............................................................................................................... 18
SPECIFIEKE OBJECTIEVE CRITERIA.................................................................................................................. 19
Specifieke subjectieve criteria ....................................................................................................................... 20
Technografische segmentatie criteria ........................................................................................................... 20
SEGMENT PROFIELEN .............................................................................................................................................. 21
voorwaarden voor effectieve segmentatie.................................................................................................... 22
TARGETING – DOELGROEPSBEPALING ........................................................................................................... 22
HOE KIES JE DE JUISTE DOELGROEP(EN)? ..................................................................................................................... 22
5 STRATEGIEËN VOOR DOELGROEPBEPALING ................................................................................................................ 22
DOELGROEP BEPALEN BIJ ONLINE CAMPAGNES ............................................................................................................. 23
WAT IS BUYER PERSONA .......................................................................................................................................... 23
POSITIONERING ............................................................................................................................................ 23
WAT IS POSITIONERING EN WAAROM POSITIONEREN WE? .............................................................................................. 23
Positioneren is als daten................................................................................................................................ 23
Positionering is… ........................................................................................................................................... 23
Customer promis ........................................................................................................................................... 24
Voorbeelden positionering strategieën: ........................................................................................................ 24
1
,Nore Frooninckx Marketingcommunicatie strategie 2024-2025
functionele belofte vs emotionele belofte ..................................................................................................... 25
Doel van positionering................................................................................................................................... 25
BENEFIT LADDER IN POSITIONERING ........................................................................................................................... 25
benefit laddering ........................................................................................................................................... 26
POSITIONERING FORMULEREN: POSITIONERING STATEMENT ............................................................................................ 28
In 6 stappen naar een positionering statement ............................................................................................ 28
Positioning statement ................................................................................................................................... 28
Positioneringsfouten ..................................................................................................................................... 28
HOOFDSTUK 3: DOELSTELLINGEN .................................................................................................................. 29
INLEIDING ..................................................................................................................................................... 29
WAAROM STELLEN WE DOELSTELLINGEN OP? .............................................................................................. 31
HIËRARCHIE VAN DOELSTELLINGEN .............................................................................................................. 31
COMMUNICATIEDOELSTELLINGEN .............................................................................................................................. 31
Voorbeelden .................................................................................................................................................. 31
3 categorieën communicatiedoelstellingen................................................................................................... 31
DOELSTELLINGEN BEPALEN ........................................................................................................................... 32
DAGMA MODEL ................................................................................................................................................... 32
categoriebehoeften ontwikkelen ................................................................................................................... 33
Merkbekendheid: herkenning en herinnering ............................................................................................... 34
Merkkennis vergroten/opbouwen ................................................................................................................. 34
Verschil merkbekendheid en merkkennis ...................................................................................................... 34
Merkattitude verbeteren ............................................................................................................................... 35
Koopintentie stimuleren ................................................................................................................................ 36
Aankoopondeersteuning ............................................................................................................................... 36
Aanschaf/aankoop stimuleren ...................................................................................................................... 37
Tevredenheid ................................................................................................................................................. 37
Merkloyaliteit/merktrouw stimuleren ........................................................................................................... 38
Evaluatie DAGMAR-model............................................................................................................................. 38
Hoe kies je juiste doelstelling(en)? ................................................................................................................ 38
Vereisten voor communicatie doelstellingen ................................................................................................ 39
DOELSTELLINGEN SMART FORMULEREN ....................................................................................................... 39
HOE?................................................................................................................................................................... 39
ELEMENTEN VAN SMART ........................................................................................................................................ 40
Specifiek ........................................................................................................................................................ 40
Meetbaar....................................................................................................................................................... 40
Acceptabel ..................................................................................................................................................... 40
Realistisch...................................................................................................................................................... 41
Tijdsgebonden ............................................................................................................................................... 41
oefening doelstelling SMART formuleren ...................................................................................................... 41
HOOFDSTUK 4: CREATIEF PROCES ................................................................................................................. 42
INLEIDING ..................................................................................................................................................... 42
BOODSCHAPSTRATEGIE ................................................................................................................................ 42
HOE BEPAAL JE DE BOODSCHAP? ............................................................................................................................... 43
Als marketeer moet je: .................................................................................................................................. 43
2
, Nore Frooninckx Marketingcommunicatie strategie 2024-2025
Uitgangspunt................................................................................................................................................. 43
CONSUMER INSIGHT ............................................................................................................................................... 43
Wat is een consumer insight? ....................................................................................................................... 44
Consumer insights zijn de basis voor… .......................................................................................................... 45
Consumer insight formuleren: 3 elementen .................................................................................................. 46
CREATIEF PROCES ......................................................................................................................................... 47
CREATIVITEIT IN RECLAME ........................................................................................................................................ 47
ONTWIKKELING RECLAMECAMPAGNE: 3 NIVEAUS ......................................................................................................... 48
VAn boodschap naar creatief proces ............................................................................................................. 49
ROLLEN IN EEN CREATIEF BUREAU .............................................................................................................................. 50
Een aantal creatieve reclamebureaus ........................................................................................................... 50
Functies in een reclamebureau...................................................................................................................... 50
STAPPEN IN EEN CREATIEF BUREAU............................................................................................................................. 51
stap 1: client briefing van adverteerder naar agentschap ............................................................................ 51
Stap 2: creatieve briefieng: herwerkte briefing voor creatief team .............................................................. 52
Stap 3: ontwikkel creatief idee (concept) ...................................................................................................... 54
Volgende stappen van het creatief proces .................................................................................................... 67
HOOFDSTUK 5: MARKETINGCOMMUNICATIEMIDDELEN ............................................................................... 68
INLEIDING ..................................................................................................................................................... 68
PUBLIC RELATIONS (PR) ................................................................................................................................ 68
INLEIDING ............................................................................................................................................................. 68
PR ALS BOODSCHAP ................................................................................................................................................ 69
Imago VS identiteit ........................................................................................................................................ 69
Doelgroep ...................................................................................................................................................... 69
Belangrijkste doelstellingen .......................................................................................................................... 70
Interne PR ...................................................................................................................................................... 70
Externe PR ..................................................................................................................................................... 70
PR ALS COMMUNICATIETOOL .................................................................................................................................... 70
POE-model ..................................................................................................................................................... 70
Wat is PR als communicatietool? .................................................................................................................. 71
Corporate communicatie ............................................................................................................................... 71
Marketing communicatie .............................................................................................................................. 71
corporate & marketingcommunicatie ........................................................................................................... 71
Doelgroep ...................................................................................................................................................... 71
Doelstellingen ................................................................................................................................................ 71
PR tools en concepten ................................................................................................................................... 71
SPONSORING ................................................................................................................................................ 74
WAT IS SPONSORING? ............................................................................................................................................. 74
DOELSTELLINGEN ................................................................................................................................................... 74
SPONSORINGVORMEN ............................................................................................................................................. 75
Event-related marketing ............................................................................................................................... 75
Programmasponsoring .................................................................................................................................. 75
Goede doelen ................................................................................................................................................ 76
Ambush marketing ........................................................................................................................................ 76
ABOVE-THE-LINE COMMUNICATIE ................................................................................................................ 76
3
STRATEGIE
Nore Frooninckx
1CMM UCLL
,Nore Frooninckx Marketingcommunicatie strategie 2024-2025
INHOUDSTAFEL
INHOUDSTAFEL ............................................................................................................................................... 1
HOOFDSTUK 1: INTEGRATED MARKETING COMMUNICATION ......................................................................... 6
INLEIDING ....................................................................................................................................................... 6
BELANG VAN DE MARKETINGMIX ................................................................................................................................. 6
Product ............................................................................................................................................................ 6
Prijs .................................................................................................................................................................. 6
Plaats............................................................................................................................................................... 7
Promotie .......................................................................................................................................................... 7
Van 4 P’s naar 4 C’s ......................................................................................................................................... 7
DE COMMUNICATIEMIX ............................................................................................................................................. 7
Verschillende marketingcommunicatie-instrumenten: ................................................................................... 7
Persoonlijke communicatie vs massacommunicatie ....................................................................................... 8
Themacommunicatie vs actiecommunicatie ................................................................................................... 9
WAT IS IMC?.......................................................................................................................................................... 9
BELANGRIJKSTE REDENEN VAN IMC ........................................................................................................................... 11
OBSTAKELS VAN IMC .............................................................................................................................................. 11
COMMUNICATIEBUREAUS EN IMC ............................................................................................................................. 11
HOOFDSTUK 2: SEGMENTATIE, TARGETING EN POSITIONERING.................................................................... 12
INLEIDING ..................................................................................................................................................... 12
SEGMENTATIE ............................................................................................................................................... 14
WAT IS SEGMENTATIE? ........................................................................................................................................... 14
SEGMENTATIECRITERIA ............................................................................................................................................ 14
Objectieve vs subjectieve criteria .................................................................................................................. 15
Algemene criteria vs specifieke criteria ......................................................................................................... 15
Algemene objectieve criteria ......................................................................................................................... 16
ALGEMENE SUBJECTIEVE CRITERIA ............................................................................................................... 18
SPECIFIEKE OBJECTIEVE CRITERIA.................................................................................................................. 19
Specifieke subjectieve criteria ....................................................................................................................... 20
Technografische segmentatie criteria ........................................................................................................... 20
SEGMENT PROFIELEN .............................................................................................................................................. 21
voorwaarden voor effectieve segmentatie.................................................................................................... 22
TARGETING – DOELGROEPSBEPALING ........................................................................................................... 22
HOE KIES JE DE JUISTE DOELGROEP(EN)? ..................................................................................................................... 22
5 STRATEGIEËN VOOR DOELGROEPBEPALING ................................................................................................................ 22
DOELGROEP BEPALEN BIJ ONLINE CAMPAGNES ............................................................................................................. 23
WAT IS BUYER PERSONA .......................................................................................................................................... 23
POSITIONERING ............................................................................................................................................ 23
WAT IS POSITIONERING EN WAAROM POSITIONEREN WE? .............................................................................................. 23
Positioneren is als daten................................................................................................................................ 23
Positionering is… ........................................................................................................................................... 23
Customer promis ........................................................................................................................................... 24
Voorbeelden positionering strategieën: ........................................................................................................ 24
1
,Nore Frooninckx Marketingcommunicatie strategie 2024-2025
functionele belofte vs emotionele belofte ..................................................................................................... 25
Doel van positionering................................................................................................................................... 25
BENEFIT LADDER IN POSITIONERING ........................................................................................................................... 25
benefit laddering ........................................................................................................................................... 26
POSITIONERING FORMULEREN: POSITIONERING STATEMENT ............................................................................................ 28
In 6 stappen naar een positionering statement ............................................................................................ 28
Positioning statement ................................................................................................................................... 28
Positioneringsfouten ..................................................................................................................................... 28
HOOFDSTUK 3: DOELSTELLINGEN .................................................................................................................. 29
INLEIDING ..................................................................................................................................................... 29
WAAROM STELLEN WE DOELSTELLINGEN OP? .............................................................................................. 31
HIËRARCHIE VAN DOELSTELLINGEN .............................................................................................................. 31
COMMUNICATIEDOELSTELLINGEN .............................................................................................................................. 31
Voorbeelden .................................................................................................................................................. 31
3 categorieën communicatiedoelstellingen................................................................................................... 31
DOELSTELLINGEN BEPALEN ........................................................................................................................... 32
DAGMA MODEL ................................................................................................................................................... 32
categoriebehoeften ontwikkelen ................................................................................................................... 33
Merkbekendheid: herkenning en herinnering ............................................................................................... 34
Merkkennis vergroten/opbouwen ................................................................................................................. 34
Verschil merkbekendheid en merkkennis ...................................................................................................... 34
Merkattitude verbeteren ............................................................................................................................... 35
Koopintentie stimuleren ................................................................................................................................ 36
Aankoopondeersteuning ............................................................................................................................... 36
Aanschaf/aankoop stimuleren ...................................................................................................................... 37
Tevredenheid ................................................................................................................................................. 37
Merkloyaliteit/merktrouw stimuleren ........................................................................................................... 38
Evaluatie DAGMAR-model............................................................................................................................. 38
Hoe kies je juiste doelstelling(en)? ................................................................................................................ 38
Vereisten voor communicatie doelstellingen ................................................................................................ 39
DOELSTELLINGEN SMART FORMULEREN ....................................................................................................... 39
HOE?................................................................................................................................................................... 39
ELEMENTEN VAN SMART ........................................................................................................................................ 40
Specifiek ........................................................................................................................................................ 40
Meetbaar....................................................................................................................................................... 40
Acceptabel ..................................................................................................................................................... 40
Realistisch...................................................................................................................................................... 41
Tijdsgebonden ............................................................................................................................................... 41
oefening doelstelling SMART formuleren ...................................................................................................... 41
HOOFDSTUK 4: CREATIEF PROCES ................................................................................................................. 42
INLEIDING ..................................................................................................................................................... 42
BOODSCHAPSTRATEGIE ................................................................................................................................ 42
HOE BEPAAL JE DE BOODSCHAP? ............................................................................................................................... 43
Als marketeer moet je: .................................................................................................................................. 43
2
, Nore Frooninckx Marketingcommunicatie strategie 2024-2025
Uitgangspunt................................................................................................................................................. 43
CONSUMER INSIGHT ............................................................................................................................................... 43
Wat is een consumer insight? ....................................................................................................................... 44
Consumer insights zijn de basis voor… .......................................................................................................... 45
Consumer insight formuleren: 3 elementen .................................................................................................. 46
CREATIEF PROCES ......................................................................................................................................... 47
CREATIVITEIT IN RECLAME ........................................................................................................................................ 47
ONTWIKKELING RECLAMECAMPAGNE: 3 NIVEAUS ......................................................................................................... 48
VAn boodschap naar creatief proces ............................................................................................................. 49
ROLLEN IN EEN CREATIEF BUREAU .............................................................................................................................. 50
Een aantal creatieve reclamebureaus ........................................................................................................... 50
Functies in een reclamebureau...................................................................................................................... 50
STAPPEN IN EEN CREATIEF BUREAU............................................................................................................................. 51
stap 1: client briefing van adverteerder naar agentschap ............................................................................ 51
Stap 2: creatieve briefieng: herwerkte briefing voor creatief team .............................................................. 52
Stap 3: ontwikkel creatief idee (concept) ...................................................................................................... 54
Volgende stappen van het creatief proces .................................................................................................... 67
HOOFDSTUK 5: MARKETINGCOMMUNICATIEMIDDELEN ............................................................................... 68
INLEIDING ..................................................................................................................................................... 68
PUBLIC RELATIONS (PR) ................................................................................................................................ 68
INLEIDING ............................................................................................................................................................. 68
PR ALS BOODSCHAP ................................................................................................................................................ 69
Imago VS identiteit ........................................................................................................................................ 69
Doelgroep ...................................................................................................................................................... 69
Belangrijkste doelstellingen .......................................................................................................................... 70
Interne PR ...................................................................................................................................................... 70
Externe PR ..................................................................................................................................................... 70
PR ALS COMMUNICATIETOOL .................................................................................................................................... 70
POE-model ..................................................................................................................................................... 70
Wat is PR als communicatietool? .................................................................................................................. 71
Corporate communicatie ............................................................................................................................... 71
Marketing communicatie .............................................................................................................................. 71
corporate & marketingcommunicatie ........................................................................................................... 71
Doelgroep ...................................................................................................................................................... 71
Doelstellingen ................................................................................................................................................ 71
PR tools en concepten ................................................................................................................................... 71
SPONSORING ................................................................................................................................................ 74
WAT IS SPONSORING? ............................................................................................................................................. 74
DOELSTELLINGEN ................................................................................................................................................... 74
SPONSORINGVORMEN ............................................................................................................................................. 75
Event-related marketing ............................................................................................................................... 75
Programmasponsoring .................................................................................................................................. 75
Goede doelen ................................................................................................................................................ 76
Ambush marketing ........................................................................................................................................ 76
ABOVE-THE-LINE COMMUNICATIE ................................................................................................................ 76
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