Conception of an integrated communication plan for Big Bad Wolf's virtual reality services towards consulting and real estate companies in Belgium

Abstract

This thesis explains the findings of the research about how to create an integrated communication plan for Big Bad Wolf’s Virtual Reality services towards real estate and consulting companies in Belgium. The research method include a qualitative research conducted through in-depth interviews directed towards two different audiences: European digital agencies’ marketing professionals and real estate and consulting companies’ managers. The 6M model for communication planning is developed to analyze the research’s findings. The results show the existence of a potential unsatisfied need for Virtual Reality services within Belgian real estate and consulting companies. The target audience highlights Virtual Reality’s potential value for their businesses, but also express skepticism about it, mainly due to Virtual Reality’s technology and market immaturity. Furthermore, concerns regarding Virtual Reality current high costs overweighting its potential revenues have been expressed. It is thus necessary to educate both targets about Virtual Reality benefits for their businesses. Field research also points out European digital agencies’ communication best practices. Big Bad Wolf should invest in event marketing and position in the market as a provider of superior digital expertise through a high quality portfolio. Message should contain the quality of the product, the degree of fitting to target’s specific objectives for a project, the VR service’s high personalization for the client. Results also suggest to communicate through magazines and newspapers, sales and marketing events, e-newsletters, storytelling, blog, LinkedIn and outdoor campaigns. These actions are aimed to increase BBW’s brand awareness and improve its brand image among the target. After plan implementation, it is necessary to conduct further measurements and research to assess plan’s performances on the selected target audience.