{"id":566,"date":"2014-12-09T08:30:00","date_gmt":"2014-12-09T07:30:00","guid":{"rendered":"http:\/\/www.magazinemedia.be\/schwarzkopf-mediaplanning-meer-magazine-media-meer-roi\/"},"modified":"2015-09-14T11:12:52","modified_gmt":"2015-09-14T10:12:52","slug":"schwarzkopf-mediaplanning-meer-magazine-media-meer-roi","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/schwarzkopf-mediaplanning-meer-magazine-media-meer-roi\/","title":{"rendered":"Schwarzkopf mediaplanning: meer magazine media, meer ROI"},"content":{"rendered":"

Studie: Henkel ism MEC en Ohal, Zweden<\/p>\n

In de studie is gebruik gemaakt van econometrische modellering door het gerenommeerde marketing efficiency consultancy-bureau Ohal om diverse scenario’s uit te werken. Voor Gliss haircare products zijn drie mediaschema’s gemodelleerd:<\/p>\n

a. een investering van 29% van het tv-budget in magazines \u2013 dit was de gebrui’\u00adkelijke strategie;<\/p>\n

b. terugbrengen van het magazinebudget naar 15% van dat van tv;<\/p>\n

c. verhogen van het magazinebudget naar 65% van dat van tv.<\/p>\n

In het eerste scenario werden magazines, zoals voor Gliss Haircare gebruikelijk, na de televisiecampagne ingezet, in twee ‘flights’ van twee weken. Het verkoopeffect van dit mediaschema had een index van 105, de overall campagne ROI (gebaseerd op meerdere KPI’s) werd op 100 gezet, het budget was 129 (100 TV + 29 maga’\u00adzines).<\/p>\n

In de tweede strategie liep de magazinecampagne met de helft van het vorige budget twee weken (i.p.v. 4 in het eerste scenario), aansluitend op de televisie-inzet. De ROI daalde tot 92, maar vooral het verkoopeffect liet een dramatische ontwikkeling zien: index 86.<\/p>\n

De derde strategie laat magazines stijgen tot een investering van 65% van het televisiebudget. De resultaten zijn verrassend. De campagne ROI blijft op index 100: de verdubbeling van het magazinebudget ten opzichte van scenario 1 heeft niet geleid tot een daling van de ROI. Voor magazines is er dus zelfs bij dit budget nog geen sprake van afnemende meeropbrengst. Het verkoop-effect stijgt bovendien enorm: van index 105 in scenario 1 naar 134.<\/p>\n

\"\"<\/p>\n

Hoewel de specifieke cijfers per merk en per markt verschillend zullen zijn, is de algemene strekking duidelijk: magazines realiseren vaak niet hun maximale potentieel omdat er sprake is van onderbesteding. De ROI en het verkoopeffect van door televisie gedomineerde campagnes kunnen vaak eenvoudig verhoogd worden door een deel van het budget over te hevelen naar magazine media.<\/p>\n

“\u0080\u009cIt was a great insight for us, on how to optimise the usage of magazines and TV in\u00a0combination with other sales driving activities. With the well established brands that we have it will be cost efficient to use more magazines.”<\/p><\/blockquote>\n

Catarina Tosic, Group Brand Manager, Henkel Sweden\u00a0<\/em><\/span><\/p>\n

Meer weten? Lees hier verder\u00e2\u0080\u00a6<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"\n

Henkel liet in Zweden een uitgebreide studie uitvoeren naar de meest effici\u00ebnte en effectieve manier om het mediabudget in te zetten. De resultaten zijn spectaculair en tonen dat de ROI en het verkoopeffect van door televisie gedomineerde campagnes eenvoudig verhoogd worden door een deel van het budget over te hevelen naar magazine media.<\/p>\n","protected":false},"author":2,"featured_media":567,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[105,107,79,106],"class_list":["post-566","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-henkel","tag-mec","tag-roi","tag-schwarzkopf"],"acf":[],"yoast_head":"\nSchwarzkopf mediaplanning: meer magazine media, meer ROI - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"Schwarzkopf\/MEC concluderen uit dit onderzoek dat ROI en verkoopeffect van door televisie gedomineerde campagnes eenvoudig verhoogd kan worden met magazines\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/schwarzkopf-mediaplanning-meer-magazine-media-meer-roi\/\" \/>\n<meta property=\"og:locale\" content=\"nl_BE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Schwarzkopf mediaplanning: meer magazine media, meer ROI - 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