BCONTENT IS BURNING HOT!
HOLISTIC APPROACH
INSIGHT
BRAND STRATEGY
USP POSITIONING
CORPORATE IDENTITY
CONCEPT DEVELOPMENT
COMMUNICATION
STRATEGY
CON...
THE CHALLENGE
THE INTEREST IN INTERIOR DESIGN
HAS NEVER BEEN BIGGER!
YET, THE SIZE OF THE FLOOR CATEGORY HAS BEEN
STABILE FOR YEARS
The price to the stores has decreased with 1,5% from 2011 t...
WE HAVE NOT BEEN SUCCESSFUL IN
CREATING GROWTH
IN TERMS OF VOLUME
› That is, getting the consumer to change floor more oft...
WE HAVE NOT BEEN SUCCESSFUL IN
CREATING GROWTH
IN TERMS OF VALUE
Oak Coral
AND WE HAVE NOT BEEN SUCCESSFUL IN TAKING OUT
THE FULL POTENTIAL OF THE PREMIUM TREND:
WE HAVE BEEN TOO FOCUSED ON
“THE BR...
WE NEED TO MAKE FLOORS
MORE IMPORTANT
IN THE MIND OF THE CONSUMER!
› So that they:
› Spend more when buying a new floor! (...
THE MOST IMPORTANT ASPECTS THEY CONSIDER
WHEN BUYING A FLOOR IS:
“WHAT IS MY STYLE?”
“WHAT SUITS MY STYLE?”
Modern
Minimal...
FIRE IDÉER
BOEN
FIRE IDÉER
PERFORMANCE MARKETING
SHIT IN = SHIT OUT
FIRE IDÉER
CLEVER CONTENT
CLEVER BRAND STRATEGY
CLEVER COMMUNICATON STRATEGY
PERFORMANCE MARKETING
CLEVER CONTENT
SEO
CLEVER BRAND STRATEGY
CLEVER COMMUNICATON STRATEGY
FIRE IDÉER
THE CLIENT
THE HISTORY
LOCAL NEEDS
FIRE IDÉER
LOOK TO NORWAYIDÉERTHE MAKEOVER
SWEDEN
FINLAND
NORWAY
DENMARK
AGENCY 1:
PR
AGENCY 2:
Communication
AGENCY 3:
Brand Strategy
Corporate Design
Content Marke...
THE ONE STOP SHOP
SWEDEN
FINLAND
NORWAY
DENMARK
THE ONE STOP SHOP:
Brand strategy
Corporate Design
Content Marketing
Commu...
TODAY:
Number One in
Communication
and Marketing
1
2 3
AND IT WORKS!
THE NEXT CHALLENGE
FIRE IDÉER
FIRE IDÉER
CUSTOMER MAGAZINE
FIRE IDÉER
CUSTOMER MAGAZINE
FIRE IDÉER
FIRE IDÉER
WEB
FIRE IDÉER
WEB
FIRE IDÉER
BLOG
FIRE IDÉER
MULTI TOUCH
FIRE IDÉER
WEB BANNERS
FIRE IDÉER
BANNERS IN AIRPORTS
FIRE IDÉER
COMMERCIALS IN THE AIRPORT EXPRESS
TRAIN
FIRE IDÉER
PR
ADS
FIRE IDÉER
SO, DID IT WORK?
FIRE IDÉER
WHAT DO YOU THINK? 
FIRE IDÉER
BRAND REPUTATION
0 10 20 30 40 50 60 70 80 90 100
Competitor 5
Competitor 4
Competitor 3
Competitor 2
Competito...
FIRE IDÉER
PREFERRED SUPPLIER - BEFORE
0 10 20 30 40 50 60 70 80 90 100
Competitor 5
Competitor 4
Competitor 3
Competitor ...
FIRE IDÉER
PREFERRED SUPPLIER - TODAY
0 10 20 30 40 50 60 70 80 90 100
Competitor 5
Competitor 4
Competitor 3
Competitor 2...
CLEVER CONTENT CREATES INTEREST,
TRAFFIC, BRAND KNOWLEDGE AND
INCREASED SALES!
BEFORE
purchase
UNDER
purchase
AFTER
purcha...
INSIGHT STRATEGY IDENTITY COMMUNICATION INNOVATION
Thank you!
of 44

[POMP FORUM 2015]VSE NA ENEM MESTU, Pall Andre Schwital

O tem, kako sta popolnost vsebin in pripovedovanje zgodbe ključnega pomena za maksimalen uspeh vseh vodilnih komunikacijskih in marketinških strategij. Odnos med agencijo in stranko bo razložen s študijo primera vodilnega dobavitelja gradbenih materialov Saint-Gobaina.
Published on: Mar 4, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - [POMP FORUM 2015]VSE NA ENEM MESTU, Pall Andre Schwital

  • 1. BCONTENT IS BURNING HOT!
  • 2. HOLISTIC APPROACH INSIGHT BRAND STRATEGY USP POSITIONING CORPORATE IDENTITY CONCEPT DEVELOPMENT COMMUNICATION STRATEGY CONTENT MARKETING COMMUNICATION - PR SEO EFFECT MEASUREMENT INNOVATION
  • 3. THE CHALLENGE
  • 4. THE INTEREST IN INTERIOR DESIGN HAS NEVER BEEN BIGGER!
  • 5. YET, THE SIZE OF THE FLOOR CATEGORY HAS BEEN STABILE FOR YEARS The price to the stores has decreased with 1,5% from 2011 to 2013 - 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 3.500.000 4.000.000 4.500.000 5.000.000 2009 2010 2011 2012 2013 1 2 3 4 ■ Accumulated (YTD)
  • 6. WE HAVE NOT BEEN SUCCESSFUL IN CREATING GROWTH IN TERMS OF VOLUME › That is, getting the consumer to change floor more often › The average is every 7th year › This has been the trend for years
  • 7. WE HAVE NOT BEEN SUCCESSFUL IN CREATING GROWTH IN TERMS OF VALUE Oak Coral
  • 8. AND WE HAVE NOT BEEN SUCCESSFUL IN TAKING OUT THE FULL POTENTIAL OF THE PREMIUM TREND: WE HAVE BEEN TOO FOCUSED ON “THE BREAD-AND-BUTTER”. OAK ANOMOSO LONGSTRIP
  • 9. WE NEED TO MAKE FLOORS MORE IMPORTANT IN THE MIND OF THE CONSUMER! › So that they: › Spend more when buying a new floor! (Increase value) › Change floor more often! (Increase volume)
  • 10. THE MOST IMPORTANT ASPECTS THEY CONSIDER WHEN BUYING A FLOOR IS: “WHAT IS MY STYLE?” “WHAT SUITS MY STYLE?” Modern Minimalistic Retro Retro Maverick Contemporary Cottage Classic Country Chic Medieval Industrial Zen Art deco Moroccan Hightech Southwest Rococo ???
  • 11. FIRE IDÉER
  • 12. BOEN
  • 13. FIRE IDÉER PERFORMANCE MARKETING SHIT IN = SHIT OUT
  • 14. FIRE IDÉER CLEVER CONTENT CLEVER BRAND STRATEGY CLEVER COMMUNICATON STRATEGY
  • 15. PERFORMANCE MARKETING CLEVER CONTENT SEO CLEVER BRAND STRATEGY CLEVER COMMUNICATON STRATEGY
  • 16. FIRE IDÉER THE CLIENT
  • 17. THE HISTORY
  • 18. LOCAL NEEDS
  • 19. FIRE IDÉER LOOK TO NORWAYIDÉERTHE MAKEOVER
  • 20. SWEDEN FINLAND NORWAY DENMARK AGENCY 1: PR AGENCY 2: Communication AGENCY 3: Brand Strategy Corporate Design Content Marketing AGENCY 4: Digital LOOK TO NORWAYIDÉER
  • 21. THE ONE STOP SHOP SWEDEN FINLAND NORWAY DENMARK THE ONE STOP SHOP: Brand strategy Corporate Design Content Marketing Communication PR Digital
  • 22. TODAY: Number One in Communication and Marketing 1 2 3 AND IT WORKS!
  • 23. THE NEXT CHALLENGE
  • 24. FIRE IDÉER
  • 25. FIRE IDÉER CUSTOMER MAGAZINE
  • 26. FIRE IDÉER CUSTOMER MAGAZINE
  • 27. FIRE IDÉER
  • 28. FIRE IDÉER WEB
  • 29. FIRE IDÉER WEB
  • 30. FIRE IDÉER BLOG
  • 31. FIRE IDÉER MULTI TOUCH
  • 32. FIRE IDÉER
  • 33. WEB BANNERS
  • 34. FIRE IDÉER BANNERS IN AIRPORTS
  • 35. FIRE IDÉER COMMERCIALS IN THE AIRPORT EXPRESS TRAIN
  • 36. FIRE IDÉER PR
  • 37. ADS
  • 38. FIRE IDÉER SO, DID IT WORK?
  • 39. FIRE IDÉER WHAT DO YOU THINK? 
  • 40. FIRE IDÉER BRAND REPUTATION 0 10 20 30 40 50 60 70 80 90 100 Competitor 5 Competitor 4 Competitor 3 Competitor 2 Competitor 1 GLAVA Marine/Offshore
  • 41. FIRE IDÉER PREFERRED SUPPLIER - BEFORE 0 10 20 30 40 50 60 70 80 90 100 Competitor 5 Competitor 4 Competitor 3 Competitor 2 Competitor 1 GLAVA Marine/Offshore
  • 42. FIRE IDÉER PREFERRED SUPPLIER - TODAY 0 10 20 30 40 50 60 70 80 90 100 Competitor 5 Competitor 4 Competitor 3 Competitor 2 Competitor 1 GLAVA Marine/Offshore
  • 43. CLEVER CONTENT CREATES INTEREST, TRAFFIC, BRAND KNOWLEDGE AND INCREASED SALES! BEFORE purchase UNDER purchase AFTER purchase
  • 44. INSIGHT STRATEGY IDENTITY COMMUNICATION INNOVATION Thank you!

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