Vortrag media.net: “media.netCOMMUNICATION 03.November 2010: Marken. Regeln brechen, auffallen, anders sein. Dominik Dommick - GF PayPal Wie sollten Marken in On- und Offline-Kanälen kommunizieren, um erfolgreich zu sein? Warum wir uns mit der Online-Brand PayPal offline präsentieren müssen und weitere Einblicke in Kampagnen, die ich für kreativ und ungewöhnlich halte und die strategischen Überlegungen dahinter.

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Dominik Dommick, 03. November 2010
Marken. Regeln brechen, auffallen,
anders sein.
media.netCOMMUNICATION

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Medien
Botschaft Kampagnen

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Medien
Botschaft Kampagnen

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Das Bild.
Botschaft

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230 Millionen Konten190 Märkte24 WährungenZahlungsvolumen 2009: $72 MrdRevenue 2009: $2.8 Mrd>37% von eBay Inc.15% des globalen eCommerce12 neue Kunden pro Minute2700 $ pro Sekunde

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Tatsache
Wahrnehmung

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9%
29%
13%
16%
10%
13%
10%
7%
22%
8%
9%
14%
32%
9%
23%
0%
3%
7%
59%
0%
9%
Savvy
Spenders
Online
Pacesetters
Crunched
Connectors
Reward
Reachers
Cautious
Conservatives
Frugal
Fashionistas
Pragmatic
Purchasers
DAS GEGENÜBER : DER DEUTSCHE…

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DAS IST GUT…DENN…
Das Gehirn lässt sich in Hauptmotivfelder einteilen:
″Balance ist das stärkste Motiv. Es lässt den Menschen nach
Harmonie, Ruhe und Sicherheit streben. Es vermeidet Gefahr und Risiko.
Brain View. Warum Kunden kaufen.
Hans-Georg Häusel

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Wir sind groß!
Wir sind sicher!
Wir sind sympatisch!

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Medien
Botschaft Kampagnen

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Der Weg zum Kopf…
Medien

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WERBEAUSGABEN SEIT 1990
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DAS EIGENTLICHE PROBLEM
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Medien
Botschaft Kampagnen

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Beispiel 1/5
Kampagnen

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Online Flight
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AD-RECOGNITION
9
15
0
20
40
60
80
100
Homepage Event
Freemailer
pre post

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0 10 20 30 40 50 60 70 80
is likeable
is competent
is a service I could trust
is a secure way to pay online
is an easy way to pay online
is a fast way to pay online
Mar-10
Jun-10
COMPREHENSION
S
S = statistisch signifikant
unterschiedlich

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FUTURE USAGE OF PAYPAL
0
20
40
60
80
100
Sep 09 (n=466) Dec 09 (n=449)

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Preisvergleiche

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REDIRECT FLOW DOOYOO
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0 20 40 60 80 100
is likeable
is competent
is a service I could trust
is a secure way to pay online
is an easy way to pay online
is a fast way to pay online
total (n=605) redirect SCS (n=167)
COMPREHENSION 2
S = statistisch signifikant
unterschiedlich
S
S
S
S
S
S

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total (n=605)
67
redirect SCS
(n=167)
79
0
20
40
60
80
100
• People who recall the Paypal site sponsoring or redirect are
siginificantly higher interested in using PayPal in the future.
Future usage of PayPal
S
S = statistisch signifikant
unterschiedlich (kein Zufall)

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Beispiel 2/5
Kampagnen

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Beispiel 3/5
Kampagnen

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65
München „Hauptbahnhof“

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BEISPIEL
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BEISPIEL

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Online vs. Offline
Vergleich

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AD RECOGNITION…
%
offline
online

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COMPREHENSION (SAFETY)…
%
offline online

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IMAGE…
%
offline
online

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Beispiel 4/5
Kampagnen

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Beispiel 5/5
Kampagnen

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FazitIns Gehirn kommen!
Im Gehirn blieben!
Gespräch auslösen!

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30/01/15 | Confidential
Fragen? Fragen!

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skype dominikdommick
phone +49 30 8019 5516
mobile +49 160 713 37 82
mail ddommick@paypal.com
http://übermarketing.de