Case studies

Success factors and weak points

The following critical success factors for consumer campaigns are gathered from the case studies. These were either explicitly mentioned in the cases or have otherwise been identified in case evaluation. A more detailed list of the success factors reported in the case studies can be found in Annex 4 of this report.

Careful preparation and preparatory phase
Clear objectives
Co-operation
Resources
Usability
Simplicity: keep it simple
Involvement, training and education of partners
Attractiveness and positive atmosphere
Stimulation and encouragement
Rewards
Backup
Referrals to previous users
Feedback
Uniform and informative marketing campaign
Motivation
Proponents of change: friends, family, and the local community -> a campaign challenging the friends (family)
Locality and familiarity
Infotainment and fun -> learning by having fun
The visible support from society's part
Good visibility among the target group
After sales marketing and follow-up
Repetition

In the following chart the success factors have been mapped inside the PRECEDE-PROCEED planning model.

INVENTORY OF SUCCESS FACTORS