252013 Product Marketing Communication Brief timeline Belnet NREN technology minded Marketing the M word First MKT profile 2008 Marcom Team 2012 2 What ID: 782308
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Slide1
1
Strategic Marketing Belnet
2/5/2013
Product Marketing
- Communication
Slide2Brief timelineBelnet = NREN = technology mindedMarketing = the ‘M’wordFirst MKT profile : 2008Marcom Team : 20122
Slide3What ?Marketing and communication plan (2010-2012)Define objectivesElaborate action planLCPM for existing and new servicesPricingService boardsAdvise communication team for promo materialHow to mesure the results
?Opportunities to seeSurvey3
Slide4MarCom PlanningCurrent & Future
4
Product Management Belnet
2/5/2013
TOM presence
Brand differences
Loyalty
Press, year report,
20 years
Services brochure,
posters, gadgets
Belnet logo, style, Federation logo
Purchase,
Satisfaction
Performance, relevance
Advantages, evaluation
Sales
Marketing
Product sheets
(new & revamped)
Website,
event site, IPv6 site
Services brochure
Twitter, LinkedIn forum
Belnet Newsletter: Services
& Corporate
(1x month)Conferences, beachflags, websitesWorkshopsXmas cards, folders, gadgets, banners Belnet website: Corporate & Services Portal site (client zone, services dashboard) Support site (reorganised)
Slide55
Product Management Belnet
2/5/2013
MarCom Opportunities To See
Case studies
Web news
Teasers
Mailings
Newsletter
Product sheets
Year Report
Services Brochure
Product Videos
Press
Cards
Support site
Invitations
Events
Corporate Site Social Media Presentations Dedicated product sites Banners
Workshops Price lists Stickers Manuals …
Slide66
Product Management Belnet
2/5/2013
Use by customer
Source: Customer Satisfaction Analysis 2011
Net promotor score +65%
Overall appreciation +63%
Slide7ChallengesChange image of marketingChange mentalities (int and ext)Strategic and management planTransform ad-hoc in proceduresWho? (inbetween situation)
7
Slide8DiscussionDo NREN’s work according to strategic objectives?How do company/marketing/communication strategies interrelate?When to start
implementing a marketing strategy?Who do PR guys need to work with?8