Profutbal.sk (Fun media group a.s.)

Brief:
What steps should be taken to make profutbal.sk more attractive to soccer fans? How to increase website traffic?

Process:
We designed a filtered questionnaire. In order to comply with the agreed collection variables, we targeted a specific audience. Simultaneously, respondents‘ digital.insights were gathered. Topic of the questionnaire was to find out more about ideal content of this online magazine. The aim was to get suggestions for improving and identifying preferences from readers in the field of soccer topics.

Solution and suggestions:

We recommended increasing seriousness of the articles. To focus on in-depth analyses, as more than 60% of respondents rejected the tabloid direction. It was important to build up popularity and personality of editors. They should clearly present their views on soccer events. The editors as authority should act as a magazine ambassador, be presented in campaigns as a guarantee of quality and professional content. At the same time, we have identified different reader profiles that serve as a basis for creating content campaigns, as well as for accurate targeting.


Desmod (kapela)

Brief:
Before the start of the Czech-Slovak tour, it was found that the band had not had enough information about Czech fans. It was not clear how to properly set up media collaboration and online campaigns. The task was to find out as much as possible about the Czech audience and to prepare documents for the successful implementation of Czech communication.

Process:

In this case the solution was simple: we asked fans of the band in which city they were most looking forward to the concert. This has led to the selection of active fans who make up the group with the biggest purchasing potential. This way we got a profile of the most important group.

Solution and suggestions:

Together with the client, we have gathered information about the most important part of the fans - those who live actively with the band. These people have higher willingness to buy tickets, music, "merch" (or any other product) from the band. Those who answered the questionnaire are active fans of the band. After collecting the results, it turned out that there are up to 2/3 of all fans in the Czech Republic. Surprisingly, they are 10 years older on average, mostly from smaller towns and the theme of luxury is more resonant. According to the data, we suggested a modification of the media collaboration, e.g. a larger volume of campaigns within the TV station Óčko Gold, instead of the classic Óčko TV. For the Czech audience, the band has proposed a fundamental change in the tone of communication compared to Slovak fans. We have also delivered to the client a report explaining a detailed profile of the Czech fan.


E-shop (food and beverages segment)

Brief:

The question was how to increase communication efficiency at regional level. The client was interested in knowing the customer profile, not only by product type, but also from a regional perspective, in order to be able to better formulate the offer and communicate more effectively in various regions.

Process:

We suggested to the client a combination of short series of questionnaires and analyses of customer data after the purchase. Short questionnaires were intended to identify conscious preferences for products and product categories, while collecting customer data after purchase attributed the exact customer profile according to specific products and categories.

Solution and suggestions:

The data confirmed that there is a relevant difference in product category popularity depending on the region. We noted significant differences in the customer profile of North and West Slovakia. Differences also arose when comparing customer profiles of individual product categories. Based on data, the client modified the product mix in regional campaigns and refined the targeting of individual campaigns.