bnp paribas marketing project : the new generation
TRANSCRIPT
![Page 1: BNP Paribas marketing project : The New Generation](https://reader031.vdocuments.net/reader031/viewer/2022030316/58758ed61a28ab901c8b65f9/html5/thumbnails/1.jpg)
The Next Generation Marketing in Action
Chanel Blount, Arthur Guiot, Coline Viard, Rodrigue Viérin
![Page 2: BNP Paribas marketing project : The New Generation](https://reader031.vdocuments.net/reader031/viewer/2022030316/58758ed61a28ab901c8b65f9/html5/thumbnails/2.jpg)
BNP Paribas IP in 10 years
Leader on the marketInnovative bank Human Image
Trusted and appreciated bank
![Page 3: BNP Paribas marketing project : The New Generation](https://reader031.vdocuments.net/reader031/viewer/2022030316/58758ed61a28ab901c8b65f9/html5/thumbnails/3.jpg)
The Dutch market today
B2C for decades - Traditional
Nor specialized, nor innovative
Same strategy :
● Reduction of cost● Better UX
Outsider :
New branding, but strong background
Different strategy :
● Social UX - Platform● Give sense - Awareness● Greater value
→ BNP IP, Your world changing investment
![Page 4: BNP Paribas marketing project : The New Generation](https://reader031.vdocuments.net/reader031/viewer/2022030316/58758ed61a28ab901c8b65f9/html5/thumbnails/4.jpg)
How ?
● Enter the market by a challenging niche
● Strong marketing campaign
● Innovative platform
![Page 5: BNP Paribas marketing project : The New Generation](https://reader031.vdocuments.net/reader031/viewer/2022030316/58758ed61a28ab901c8b65f9/html5/thumbnails/5.jpg)
The Rebels
Environmentally Savvy
Work for a purpose
Hyperconnected
Distrusting of banks
Age : 25 - 37 Neglect their finance
![Page 6: BNP Paribas marketing project : The New Generation](https://reader031.vdocuments.net/reader031/viewer/2022030316/58758ed61a28ab901c8b65f9/html5/thumbnails/6.jpg)
Robbin Demographics:
Age: 27 Job Title: Graphic Designer (2015 Graduate)
Status: Single Netto income: 1,350 Euro/Month
Hobbies:Relaxing in coffee shops, Listening to music, Enjoying time spent with friends
Values & Goals: Equality, Eco-Sustainability, Innovation, Healthy Lifestyle, New Trends, Betterment of the world
‘Dreamer’ Anything is possible mentality,
challenging our society
Technology Minded: Spends more than 4 hours a day on internet; Social Media, Spotify, Games, Videos
![Page 7: BNP Paribas marketing project : The New Generation](https://reader031.vdocuments.net/reader031/viewer/2022030316/58758ed61a28ab901c8b65f9/html5/thumbnails/7.jpg)
AnneliesDemographics:
Age: 35 Job Title: Primary School Teacher
Status: Married (2 Children) Netto income: 1,500 Euro/Month
Hobbies:Traveling, Spending time with family, Helping her local community
Values & Goals: Relies on Honesty, Generosity, Fairness, and a Social Vision
Open-Minded, Critical, Curious
Environmentally Minded: Buys organic, doesn’t agree with her energy supplier because they’re harmful to the environment, bikes everyday to cut down on gas consumption
![Page 8: BNP Paribas marketing project : The New Generation](https://reader031.vdocuments.net/reader031/viewer/2022030316/58758ed61a28ab901c8b65f9/html5/thumbnails/8.jpg)
Value proposition
Pain Relievers
Pains
No time
Toocomplicated
No money
No trust in banks
![Page 9: BNP Paribas marketing project : The New Generation](https://reader031.vdocuments.net/reader031/viewer/2022030316/58758ed61a28ab901c8b65f9/html5/thumbnails/9.jpg)
Our Idea
New way of thinking about investments
![Page 10: BNP Paribas marketing project : The New Generation](https://reader031.vdocuments.net/reader031/viewer/2022030316/58758ed61a28ab901c8b65f9/html5/thumbnails/10.jpg)
The Platform
#bethechange
![Page 11: BNP Paribas marketing project : The New Generation](https://reader031.vdocuments.net/reader031/viewer/2022030316/58758ed61a28ab901c8b65f9/html5/thumbnails/11.jpg)
● Around 100 vending machines in The Netherlands : 200 000€ +
the cost of renting location
● The App : around 70 000€.
● The Platform : around 150 000€.
● Various things (after movie, community managers, spotify
advertisements, social media ads).
How Much Will it Cost?
500 000 €
![Page 12: BNP Paribas marketing project : The New Generation](https://reader031.vdocuments.net/reader031/viewer/2022030316/58758ed61a28ab901c8b65f9/html5/thumbnails/12.jpg)
How can we measure this plan?
+ 500 000 people
Objective : 10 000 (2%)
![Page 13: BNP Paribas marketing project : The New Generation](https://reader031.vdocuments.net/reader031/viewer/2022030316/58758ed61a28ab901c8b65f9/html5/thumbnails/13.jpg)
Conclusion
Brand awareness
Market shares
“Be the change you want to see in the world”
![Page 14: BNP Paribas marketing project : The New Generation](https://reader031.vdocuments.net/reader031/viewer/2022030316/58758ed61a28ab901c8b65f9/html5/thumbnails/14.jpg)
Questions?
Plan B?
![Page 15: BNP Paribas marketing project : The New Generation](https://reader031.vdocuments.net/reader031/viewer/2022030316/58758ed61a28ab901c8b65f9/html5/thumbnails/15.jpg)
Special concerts
Plan B ?
![Page 16: BNP Paribas marketing project : The New Generation](https://reader031.vdocuments.net/reader031/viewer/2022030316/58758ed61a28ab901c8b65f9/html5/thumbnails/16.jpg)
Investing didn’t look so bad
Online subscription Concert Mailing
campaign
![Page 17: BNP Paribas marketing project : The New Generation](https://reader031.vdocuments.net/reader031/viewer/2022030316/58758ed61a28ab901c8b65f9/html5/thumbnails/17.jpg)
References