Samenvatting

purpose of this research is to design a high-level strategic communication plan that can help Spotzer to position their product or concept to small and medium enterprises in The Netherlands. The objective of the communication plan is to increase awareness of
online video advertising to Dutch SMEs. These were summarized by formulating the central question "What communication strategy would be most effective to use to increase the awareness of online video advertising to small and medium enterprises in The Netherlands?"
In order to provide a clear answer to the central question, three possible scenarios were drawn that helped in guiding this research. These scenarios also were set as a guideline in determining the communication objectives, the target group and the strategy of the
communication plan. The research methods used in this research were quantitative and qualitative research. It also included my own personal observations and experience as a former intern of Spotzer.
The result of the research shows that the market in online video advertising is growing.
However, online video advertising is a new concept that companies like Spotzer are still developing and determining how this will really work. The competitor analysis showed that Spotzer has an advantage against its competitors. The research also showed that SMEs
have no idea about Spotzer and very little knowledge about online video advertising. In communication analysis, it was shown that there is no direct link between Spotzer and SMEs. The research also showed that large Enterprises are looking for alternatives in advertising, and Spotzer has a possibility for a partnership with media and online directory companies.
Based on the research, the communication strategy that will be used is the STOP and SIT strategy, because this strategy will lead this communication plan in a clear direction. The communication tools to be used for implementing the strategy are advertising, public
relations, exhibitions/trade shows, and personal selling with the use of Internet and print media. The communication tools and media were chosen in consideration of the B2B marketing. All three given scenarios will be used as a recommendation for Spotzer because these three scenarios will cover not just the communication recommendation as well as none-communication recommendation.