Vond het onderstaande bericht op een blog over het te gelde maken van je marketingcampagnes. Oftewel wat is mijn ROI? Hoe kan ik er voor zorgen dat in deze tijd van multimediale aandacht, waarbij iedereen op meer dan 10 manieren bereikbaar is, ik toch mijn boodschap over kan brengen?
De schrijver van dit bericht neemt je mee op een tocht langs 2 populaire spelen: bowling en flipperen. Welke van de twee voldoet het meest? Levert het meeste rendement op?
Succes!
Media planners are now reacting and preaching a bowling strategy
with a ‘360° approach’: Each media is a bowling pin and your two
bowling balls are the communication investment waves you have to reach
your target. If you’re lucky/agile you’ll hit it at the right angle to
get a strike or at least a spare.
But if you’re not… you’ve just killed no birds with two stones!
What about a cool pinball game?
Size does not really matter… you can still have fun with smaller balls!
The pinball (your investment) is way smaller but the goal of the
game is radically different too. Its no longer about a linear ’shoot’
but rather a surprising continuous game. Some of the tools (flippers,
shaking the machine) are under your control, others react themselves
(bumpers, ramps…) and help you if you play the game well to increase
your score.
The goal now is to develop non-linear strategies, and to keep a
small ball going and going, bouncing around everywhere giving you
unique opportunities like extra balls and jackpots.
Same player plays again?
