Impact on the Bluefield brand funnel with radio sponsoring
Aim: Observe visible impact in the brand funnel by increasing Bluefield’s brand awareness.
Solution: Sponsoring the radio show Zakendoen, which is aired on BNR Nieuwsradio every working day. The sponsoring campaign is a multimedia audio, print and online campaign on the BNR and FD platforms.
Bluefield is a hands-on consulting agency specialising in optimising the playing field between processes, data, automation, and reports. They focus on the enterprise market, specifically targeting the finance arena.
Bluefield has a strong growth ambition in line with growing demand for their services from the market. To respond to demand, they wish to grow their brand awareness in their target audience.
Challenge and approach:
Based on Bluefield’s wish to grow their brand awareness on the Dutch market, they surveyed what media their customer base consumes. The great majority of Bluefield’s relations was found to read Het Financieele Dagblad and listen to BNR Nieuwsradio.
Bluefield was promoted as a sponsor of Zakendoen on the radio and in a multimedia campaign on the FD Mediagroep channels from 1 March up to and including 31 August 2021.
The partnership with FD and BNR has made a huge impact in terms of drawing our target audience’s attention to our brand. Many new prospect relations recognise Bluefield when we approach them, for instance, and we remain top of mind for existing relations. FD and BNR provide ample support, so you don't have to invest a lot of time. They really contribute enormously to the process, and I have experienced high flexibility.
Bluefield’s Zakendoen sponsoring campaign ran from 1 March 2021 up to and including 31 August 2021:
- Radio campaign on BNR Nieuwsradio with 3 different audio spots
- Sponsor promotion programme page on bnr.nl/zakendoen
- Display campaign on bnr.nl/zakendoen
- Print ads in Het Financieele Dagblad
- Social posts on Twitter and LinkedIn
- Independent market research agency assesses sponsoring impact
After 31 August 2021, marketing research agency DVJ Insights conducted an independent survey of the sponsoring campaign’s effect:
- Compared to six months earlier, Bluefield scores significantly higher across the entire brand funnel.
- In particular, the consideration (+13%) and assisted awareness (+39%) rose significantly for Bluefield.
- Listeners and readers of BNR and bnr.nl said they perceive strong relevance, distinctiveness and credibility in relation to Bluefield, which translates into significantly higher interest and activation towards Bluefield.
- Associations with the Bluefield brand are positive in and of themselves, but the campaign managed to increase this share of positive associations and reduce the number of negative associations.
The market research agency’s conclusion with regard to the collaboration between BNR & Bluefield
The market research agency states that the Bluefield campaign on BNR has proven fruitful. Strong results were achieved, particularly in the brand funnel. They have recommended continuing the partnership.
Promo Zakendoen, Bluefield.nu:
Het merkverhaal van Bluefield.nu:
Zakendoen wordt mede mogelijk gemaakt door Bluefield.nu:
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