KBC Banking & Insurance launched a campaign called "Gap in the Market" to help local entrepreneurs fill needs in their communities. The campaign involved 3 phases: 1) Identifying gaps in the market, 2) Asking entrepreneurs to fill those gaps, and 3) A competition for entrepreneurs who filled gaps. KBC provided a platform for the community to create content about gaps and ideas to fill them. Over 300,000 unique visitors used the platform, 177,000 gaps were identified, and 1,427 entrepreneurial ideas were submitted. The campaign successfully engaged the community and local businesses.

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Everybody creates content

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Do you have success?
Would it make you feel happy to get some more comments, likes, shares?
Short: that your audience gets involved…

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Are you shouting in the desert?

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We offer a not so secret recipe.

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Simple ingredients
for successful content

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Simple ingredients
for succesful content
Case study:
Gap in the Market
by KBC Banking & Insurance

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Short: Gap in the Market
KBC Banking & Insurance is a catalyst for our economy and supports
local business with:
 Expertise
 Advice
 Support payment traffic
 Risk hedging
 Loans
KBC brings “supply and demand” together in this campaign, created
for local (starting) entrepreneurs.
The content to help entrepreneurs will be created by the community.

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Short: Gap in the Market
Phase I “Demand phase”
 February 2013
 “What’s the gap in the market in
your town?”
 kbc.be/hetgatindemarkt
Phase II “Fill the gaps”
 March 2013
 Asking (starting)
entrepreneurs to fill those
gaps.
 External campaign about 6
real KBC-cases who have
succesfully filled a gap in the
market.
Phase III “Social Battle”
 April 2013
 “Battle” between starting
entrepreneurs who have filled a
gap in the market.
Winners get a chance to use 1 of
20 company cars for half a year.

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6 important “ingredients”
#1 Community
#2 Interest
#3 Platform
#4 Fundament
#5 Content creation
#6 Use the content

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#1 Community = king
DO NOT CREATE CONTENT,
COMMUNITY WILL CREATE CONTENT.
Who knows the community best?
Who speaks the language?
Who knows what they want to hear?
Answer: the Community

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#1 Community = king
DEFINE THE COMMUNITY
Who’s YOUR target?
What do YOU want to share?
What information do YOU want?

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#1 Community

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#2 Interest
FIND COMMON INTEREST
What’s a common issue in the community?
What’s a common interest?

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#2 Interest
THE INTEREST IS YOUR CONTEXT
It engages the community to respond,
discuss, talk, share, …
But:
The interest is also important for you.
As it will define if the necessary content
will be created.

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#2 Interest
Individuals:
What’s missing in your town?
Starting entrepreneurs:
What gaps can you fill, and where?
KBC:
Who wants to start a business, can we
help them?

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#3 Platform
CREATE A PLATFORM
 To create content

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#3 Platform
CREATE A PLATFORM
 To define the rules
 To define the context

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#4 Fundament
CREATE A BASE
 Give a kick-start.
 People don’t want to be the first.
If not… there will be no creation of content.

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#4 Fundament
 Prefill with statistic data by Truvo
 User generated data from market survey by Corelio via iVOX

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#5 Start! Let them create content!
Let your community know they
can give THEIR opinion.
Give them a sign that’s they can
be heard!
Show the way to your
platform.

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#5 Start! Let them create content!

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#6 Use the content!
177.157 Gaps in the Market
Community registered

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#6 Use the content!
300.000unique visitors on website during campaign (1 Feb – 25 March)
The platform www.kbc.be/gatindemarkt is still a source
to find information on local business opportunities.

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#6 Use the content!
1.427 ideas of entrepreneurs
Every entrepreneur who entered an idea,
is invited for a personal chat in his local KBC branch.

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#6 Use the content!
Result:
• Positive talk in the community (individuals and entrepreneurs)
• Demand on working together with local city council
• Unizo, associations of entrepreneurs, … ask to work together
• Media cover the stories of starting entrepreneurs (tv, newspaper, radio)

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The Gap in the Market:
20.398 mentions
WWW.KBC.BE/GATINDEMARKT