Marketing & Communications DNS.be 2010 & 2011
28 april 2011
CENTR Marketing Workshop – April 2011 - Helsinki
Agenda •
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•
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Campaign 2010: • Goal • Campaign • Results & Learnings Market research: • Goal • Outcome • Learnings Campaign 2011: • Audience & partnerships • Message • Campaign material Registrar survey Q&A
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Campaign 2010
CENTR Marketing Workshop – April 2011 - Helsinki
Goal •
Setting: +50% Belgian small & medium companies: no website => Large potential for growth
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Objective: convince them to start with step 1; register domain name
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Registrar participation: list on campaign page
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Partners: • Unizo (Union of Entrepreneurs – Flanders & BXLS) (85K members) • UCM: idem Wallonia
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Message: Make sure your reputation as an entrepreneur is also known online
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Campaign headline: “The name of your company is still for sale? Check out now, on dns.be”
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CENTR Marketing Workshop – April 2011 - Helsinki
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CENTR Marketing Workshop – April 2011 - Helsinki
Campaign material -
Tv commercial Radio Bannering Partner media Landing page dns.be
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CENTR Marketing Workshop – April 2011 - Helsinki
Bannering
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CENTR Marketing Workshop – April 2011 - Helsinki
Resluts & Learnings •
RESULTS: • • •
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15% raise in # registrations all registrars <-> 2009 22% 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
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Market Research
CENTR Marketing Workshop – April 2011 - Helsinki
Goal •
Barriers?: • •
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why does +50% of Belgian SME’s have no website? Which barriers do they experience?
Research: • • •
By phone 300 respondents 50/50 Dutch/French
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CENTR Marketing Workshop – April 2011 - Helsinki
Results: company size: 52% 1 person Totale steekproef 5 werknemers 4 werknemers
3 werknemers
52%
2 werknemers
1 werknemer
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CENTR Marketing Workshop – April 2011 - Helsinki
Results: business type: 26% liberal & intellectual professionals Vrije (en intellectuele) Nijverheid en
beroepen
ambachten (Productie)
26%
Diensten
Handel
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CENTR Marketing Workshop – April 2011 - Helsinki
Results: age employees Leeftijd 25-34
35-44 55+
45-54
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CENTR Marketing Workshop – April 2011 - Helsinki
Results: intention for website Ja
Nee
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CENTR Marketing Workshop – April 2011 - Helsinki
Results: 42% doesn’t need it – 21% no interest 42%
Heeft het niet nodig (zaak draait prima zonder website)
21%
Geen motivatie voor (geen interesse)
15%
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%
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CENTR Marketing Workshop – April 2011 - Helsinki
Learnings •
Focus on receptive audience for our message
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Advantages of website for them easily clarified
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Campaign 2011
CENTR Marketing Workshop – April 2011 - Helsinki
Audience & parternships •
Target audience of Liberal & Independent Professionals
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Partnerships with 2 Belgian federations (NL & FR), umbrella organisations defending interests of LIP: • •
FVIB (NL) unplib (FR)
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CENTR Marketing Workshop – April 2011 - Helsinki
FVIB
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CENTR Marketing Workshop – April 2011 - Helsinki
FVIB event: 10 May
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CENTR Marketing Workshop – April 2011 - Helsinki
FVIB event: 10 May
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CENTR Marketing Workshop – April 2011 - Helsinki
FVIB event: 10 May
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CENTR Marketing Workshop – April 2011 - Helsinki
Campaign concept: Fall 2011
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CENTR Marketing Workshop – April 2011 - Helsinki
Campaign concept: Fall 2011
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Registrar Survey 2010
CENTR Marketing Workshop – April 2011 - Helsinki
Survey results
• Technical, Legal & Admin are excellent • Communication very good • Comparison with peers is positive for DNS.be • Confirmation of SIDN survey
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Q&A
Hier komt de titel van de presentatie
Q&A • Share survey resluts? • Experiences targetted audience campaigns?
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