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We connect brands with people
and people with brands.
Digital brand activation
LimeSquare brand improvement 02
Chris Hudepohl
Online marketing / Brand activation
chris@limesquare.eu
@chudepohl
linkedin.com/in/chudepohl
1. Brand development

2. Brand implementation

3. Brand activation

4. Brand maintenance

5. Brand education
Brand improvement model
• Our key goals for today
• Where are we now?
• Understanding the online perspective
• Online VS. Offline
Digital brand activation
04LimeSquare brand improvement
2005
St. Peter’s Square
2013
St. Peter’s Square
Welcome to 2015
For the first time in history:
Multiple waves of key technological innovations are taking place 

simultaneously!
Digital brand activation
Digital brand activation
Digital brand activation
Understanding the online perspective
Online marketing
Audience
identity
story content
style products
customers dealers stakeholders
website
- blog
- video
- webinars
- products
- dealers
- e-commerce
advertising
(Online) Marketing
e-mail marketing
Digital brand activation
Digital brand activation
How many advertisements
do we see each day?
Every day we see between 3000 -
4000 marketing messages.
Source: ucsusa.org
How do we become relevant
in the digital age?
What you
want to say
What your
audience wants
to hear
LimeSquare brand improvement 18
The customer journey
19LimeSquare brand improvement
Timing
3 factors
of relevancy
Location
Message
20LimeSquare brand improvement
What can we learn from

social media?
What does our audience think of us?
What does our audience like?
How can we interact with our audience?
Digital brand activation
23LimeSquare brand improvement
What can we learn from

online advertising?
How many people will see my ad?
Does the message in the ad work?
Does the message activate the behavior of my
audience?
What is the most effective timing of my message?
What is the location for my type of message?
What is the ROI of my message?
24LimeSquare brand improvement
Metric / Medium Offline advertising Online advertising
Audience Everyone Automotive, fashion, male / female
Impressions ✔ ✔
Cost per 1000 impressions (CPM) ✔ ✔
Click through rate (CTR) x ✔
Costs per click (CPC) x ✔
Cost per action (CPA) x ✔
Cost per sale (CPS) x ✔
Online vs. offline metrics
A friendly attitude is
probably the most
underestimated marketing
strategy
We connect brands with people
and people with brands.
Thank you for your attention!

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