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Selektivni pristop k medijem za najboljši učinek- PRIMER NLB:
SHEMA UGODNOSTIEnKa
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EnKa se predstavi…
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Na katerih karticah najdemo EnKo?
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Slogan akcije: EnKa. Računa za 5! Ciljna skupina: stranke masovnega trga Namen:
Uvesti novost na trg Predstaviti na katerih karticah je EnKa Predstaviti kako uporabiti EnKo Predstaviti nabor EnKa partnerjev Predstaviti nov EnKa portal
Koncept uvedbene trženjske akcije- feb. 2008
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5Ljubljana, 30. januar 2008
NLB
Napovednik
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TEASING FAZA: radio, tiskani oglasi, billboardi
REVEAL FAZA:- masovni mediji: TV, radio, tiskani oglasi, banner,
billboard, roll back light, citylight, display TR3- Poslovalnice: plakat, roll up, bankomati- Kolosej: stopnice, pokovka, sladkorčki, prtički- PR dogodek
Medijski splet
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MEDIJSKI RAZREZ- REVEAL FAZA
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Medijski razrez ponovitev akcije v 2008EnKa; od 13.06. – 31.08.2008
EnKa; od 03.11. – 27.12.2008
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IN KAKO SO NAŠE AKTIVNOSTI ZAZNALE STRANKE?
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10Raziskava ob trženjski akciji EnKa
Opaženost oglaševanja/informiranja o EnKi po medijih
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11Raziskava ob trženjski akciji EnKa
EnKa partnerje(a) je spontano navedlo 23% anketiranih
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12Raziskava ob trženjski akciji EnKa
Seznanjenost s spletnim portalom EnKa
V nekoliko večji meri poznajo portal EnKa imetniki NLB Klika (26% imetnikov), imetniki MasterCard kartice (21%) in NLB Zlatih računov (23%).
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…EnKa Enkratna 300 partnerjev takojšnji popust
Medijski razrez akcije:
19.10. – 19.12.2009
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Novoletna nagradna igra
Medijski splet:
TV (tudi lokalne TV) Spletno oglaševanje Tiskani oglasi Direktna pošta
Enka teden v NLB Poslovalnicah
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Naše izkušnje?
Kaj šteje?
osebna izkušnja stranke na prodajnem mestu
atraktivnost nagradnih kampanj
osebni pristop
da se dogaja
Kako to doseči?
izobraževanje prodajnega osebja
dogovor s partnerji glede atraktivnosti nagradnih kampanj
segmentirano komuniciranje prek izbranih medijev
organizacija dogodkov za izbrano ciljno skupino
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MASOVNI MEDIJI / Billboard in Roll back light (reveal faza)
On air: 27.2. – 11.3. 2008