Marketing & Communications DNS.be 2010 & april 2011

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1 Marketing & Communications DNS.be 2010 & april 2011

2 CENTR Marketing Workshop April Helsinki 2 Agenda Campaign 2010: Goal Campaign Results & Learnings Market research: Goal Outcome Learnings Campaign 2011: Audience & partnerships Message Campaign material Registrar survey Q&A 8

3 Campaign 2010

4 CENTR Marketing Workshop April Helsinki 4 Goal Setting: +50% Belgian small & medium companies: no website => Large potential for growth Objective: convince them to start with step 1; register domain name Registrar participation: list on campaign page Partners: Unizo (Union of Entrepreneurs Flanders & BXLS) (85K members) UCM: idem Wallonia Message: Make sure your reputation as an entrepreneur is also known online Campaign headline: The name of your company is still for sale? Check out now, on dns.be

5 CENTR Marketing Workshop April Helsinki 5

6 CENTR Marketing Workshop April Helsinki 6 Campaign material - Tv commercial - Radio - Bannering - Partner media - Landing page dns.be

7 Bannering CENTR Marketing Workshop April Helsinki 7

8 CENTR Marketing Workshop April Helsinki 8 Resluts & Learnings RESULTS: 15% raise in # registrations all registrars <-> % raise in # registrations participating registrars <-> 2009 Average raise # registratrions 2009: 10% LEARNINGS Raise registrations! Target audience? No result measurement possible (Dbase) No market intelligence target audience

9 Market Research

10 CENTR Marketing Workshop April Helsinki 10 Goal Barriers?: why does +50% of Belgian SME s have no website? Which barriers do they experience? Research: By phone 300 respondents 50/50 Dutch/French

11 CENTR Marketing Workshop April Helsinki 11 Results: company size: 52% 1 person Totale steekproef 4 werknemers 5 werknemers 3 werknemers 52% 1 werknemer 2 werknemers

12 CENTR Marketing Workshop April Helsinki 12 Results: business type: 26% liberal & intellectual professionals Vrije (en intellectuele) beroepen 26% Nijverheid en ambachten (Productie) Diensten Handel

13 CENTR Marketing Workshop April Helsinki 13 Results: age employees Leeftijd

14 CENTR Marketing Workshop April Helsinki 14 Results: intention for website Ja Nee

15 CENTR Marketing Workshop April Helsinki 15 Results: 42% doesn t need it 21% no interest Heeft het niet nodig (zaak draait prima zonder website) Geen motivatie voor (geen interesse) Kan niet onderhouden (geen tijd voor) Heeft maar een paar klanten en moet geen klanten meer werven Gaat de zaak stoppen Te moeilijk (technologie, ) In hun sector doen ze dat niet Te grote financiële investering We zijn ermee bezig / intentie om er een te maken Er bestaat reeds een globale site Wil anoniem blijven Niet geïnformatiseerd Een website brengt niet veel op De zaak is nog maar net begonnen Weet niet wie men moet contacteren Heeft schrik van reacties op de website Andere 9% 7% 5% 4% 4% 4% 2% 2% 1% 1% 1% 1% 1% 1% 15% 21% 42%

16 CENTR Marketing Workshop April Helsinki 16 Learnings Focus on receptive audience for our message Advantages of website for them easily clarified

17 Campaign 2011

18 CENTR Marketing Workshop April Helsinki 18 Audience & parternships Target audience of Liberal & Independent Professionals Partnerships with 2 Belgian federations (NL & FR), umbrella organisations defending interests of LIP: FVIB (NL) unplib (FR)

19 FVIB CENTR Marketing Workshop April Helsinki 19

20 FVIB event: 10 May CENTR Marketing Workshop April Helsinki 20

21 CENTR Marketing Workshop April Helsinki 21 FVIB event: 10 May

22 FVIB event: 10 May CENTR Marketing Workshop April Helsinki 22

23 Campaign concept: Fall 2011 CENTR Marketing Workshop April Helsinki 23

24 Campaign concept: Fall 2011 CENTR Marketing Workshop April Helsinki 24

25 Registrar Survey 2010

26 CENTR Marketing Workshop April Helsinki 26 Survey results Technical, Legal & Admin are excellent Communication very good Comparison with peers is positive for DNS.be Confirmation of SIDN survey

27 Q&A

28 Hier komt de titel van de presentatie 28 Q&A Share survey resluts? Experiences targetted audience campaigns?