5. 89% find commercials
annoying when they interrupt
programs
59% change tv channel during
commercials
44% of Danes have opted out
of psysical leaflets in their
mailbox
Source: Mindshare “reklameanalysen” 2015 & Post Danmark
CONSUMERS HATE ADS
12. You can make more friends in two
months by becoming really
interested in other people than you
can in two years by trying to get
other people interested in you.
- Dale Carnegie
”
13. UNDERSTAND THE CUSTOMER JOURNEY
Buy
Inspiration Search /
compare
Experience
Trigger
Loyalty
Sharing
Instagram
Pinterest
The
neighbour
Broken…
etc.
Shops
Pricerunner
E-com sites
Tests
etc.
Facebook
Trustpilot
Instagram
etc.
Physical
or e-com
shop
How to
Youtube
16. HERO, HUB, HELP FRAMEWORK
HERO
HUB
HELP
Quality content that creates top-of-
mind and preference.
PUSH.
Involving content that builds
community and loyalty. Something
you’ll subscribe to.
DIALOGUE
Content that helps and creates
traffic.
PULL
18. EDITORIAL MEETINGS
Half year plan
Focus
Themes
Revised half year plan
Weekly/monthly “editorial” meeting
Current topics?
Evaluate content/activitets
Evaluate KPIs
Discuss new insights
Plan for next period