E-COMMERCE Whether or not to make a purchase online is up to the consumer. However, retailers use many motivational strategies. Which one has the greatest impact on e-commerce? (more…)

Via SCB-TV, fans can find out the latest information about the Bernese ice hockey club.SC Bern is Europe's most popular ice hockey club. On average, over 16,000 fans make the pilgrimage to the PostFinance Arena. An increase in stadium visitors is practically no longer possible. So the SCB is focusing in particular on digital marketing.Fan-relevant content guarantees reachThe Republica AG has developed and implemented a new digital marketing strategy for SC Bern. At Swiss Sports Forum at the KKL Luzern, this was presented. Content is distributed via various channels: Via website, social media platforms, app and web TV. "Content that is relevant to fans guarantees reach," says Simon Muster, Senior Consultant and Strategic Planner at Repubica. "At the same time, we don't want to compete with the other media, but rather use the proximity to the team as a unique selling point. "Systematic planning is necessary to make the content so exciting and professional that it will ideally be picked up by other media. The SCB has an editorial plan for the entire season, which accounts for about 80 percent of the content. The remaining 20 percent is generated by special events that require quick response times and flexibility.App as a supplement to promosOn the SCB website fans will find, among other things, at least four news reports and one TV report per week, and picture galleries from every game. Comercially, the focus is on classic advertising media and branded content.For the increasing number of smartphone and tablet users, there is a free SCB app. "Here the focus is on the live moment. Using push messages, the rest of the content is additionally distributed and interaction is increased," says Simon Muster. With banners and interstitials, sponsors can digitally accompany fans on match day via the app. "The app also offers a perfect complement to on-site promos. The app is opened approximately 260,000 times per month during the season.Betting game via FacebookThe SCB also relies on social media, in particular Facebook. The Swiss champion now has almost 30,000 fans there. "Social media is a fast medium and offers strong interaction. The stories of the SCB and the sponsors are spread. For example, fans can participate in a betting game and share their tips via Facebook status. The sponsor Westside is also mentioned in the process.SCB-TV as a showcase projectThe showcase project of the Bern field hockey club is the SCB-TV. "Web TV is intended to reach a new community and convey emotions independently of the mass media," says Urs Koller, Managing Director of MySign AG / Vjii Productions AG.The content of Web TV is made up of four vessels: SCB-Inside with stories about the SCB, SCB-Talks (about five times during the season), SCB-Business and Sponsor-Branded-Content, where sponsors can present their own brands. The following video shows an example of a testimonial shoot for Feldschlösschen with the SCB stars:

Promotion via external online mediaHow is SCB TV promoted? On the one hand, via the homepage and SCB APP with push notifications about new videos, and on the other hand via YouTube and Facebook. In addition, we also work with other online media like sport.ch (Sportal Group) and blick.ch Together with Blick, for example, they launched a competition in which the winner could be the SCB's ice master for a day. The video about it:

Long-term strategy is necessaryOf course, the commercialization of Web TV is also important. This relies on the following revenue streams: Presenting Partners, Report Sponsors, Branded Content and Format/Series Sponsors. "To be successful with a Web TV, you need a commitment from management and a long-term strategy," says Urs Koller. "The content should be at the center. For this, it needs access to the team, openness and transparency. It also needs distribution partners and embedding in a cross-media advertising offer." sw

Series can now be watched on Teleboy - when, where and as much as you want. The Mediapulse study The end of October showed that more than one in twenty minutes of television is already watched time-shifted. Shaping one's own television program is one of today's viewers' demands. Watching TV where and when you want. Incidentally, this is also the motto of Teleboy - and its new offering. The online TV portal has a new service tailored to series lovers, offering viewers freedom and control when it comes to series.Stories are the be-all and end-all"Teleboy Series" is the name of the new package, which can be used with immediate effect. The move to this offer had many reasons, as Karim Zekri, CEO of Teleboy, tells us. One of them is their observation of viewer behavior. "Series are the most watched content," Zekri explains. That's because series last less time than movies and are also popular to watch on the go. With movies, you're spoiled for choice; you always have to look for a new one. With series, the viewer has one episode after the other and is thus entertained for longer. In addition, the viewer identifies with the series protagonists much more than with those from movies. Who remembers the real name of the leading actress in Grey's Anatomy? - No one. But everyone knows who Meredith Grey is. "Viewers want good stories," says Zekri.Control & FreedomAnd that's where Teleboy comes in. Because even though series are the most popular broadcast format on TV, viewers are tired of constantly having to wait for the next episode. This tempts some to watch the episodes illegally. With "Teleboy Serien", users now have the opportunity to watch their series without limits - without having to wait. "The modern, young viewer wants to watch TV when, where and as much as he wants," says Zekri. Television in the classic sense is no longer watched. Viewers want to decide for themselves what they watch and when. The new "Teleboy Series" package fills a gap in the market and is a step towards control and freedom for viewers.The offerFor the time being, over 40 series are offered. Over time, more and more series will be added. In addition, the episodes are available in the original language and the most popular are in HD quality. All episodes can be downloaded to smartphones and tablets and can thus also be watched offline. An overview of the offer: List Teleboy Series or on video:

CostsFor a fixed monthly price of CHF 14.90, users can watch the entire available range of series online on all devices. Those who still want to benefit from TV or who already have the "Teleboy Plus" subscription can switch to "Teleboy Duo" for CHF 19.90 a month.

OUT OF HOME In its study titled «Momentum Plakat,» the Institute for Communication Analysis and Optimization (IKAO) examined the extent to which today’s colorful poster landscape meets current expectations. The findings show that there is potential to increase attention, recall, and performance. (more…)