marketing congres 5 6 dec authenticity
DESCRIPTION
summary of the marketing congres in Ghent on 5-6 december (Belgium)TRANSCRIPT
![Page 1: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/1.jpg)
Marketing congresStichting Marketing
5-6 dec 2008Ghent
‘Authenticity’
![Page 2: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/2.jpg)
Authenticity, what consumers really want
•Availability + costs + quality + authenticity•Cave : Gucci•Sensation economy : not the product but the experience, now : a sensation that really hits•‘The original’ vs mass•The art of mass combined with the perception of authenticity•Think global, act local•‘100% pure’, ‘natural’, ‘real’•Authenticity = subjective
![Page 3: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/3.jpg)
“Let there be no difernce between what the company says about itselfs and what the customer experiences”
![Page 4: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/4.jpg)
Real Fake
Fake Real
Real Real
Fake Fake
Is what itsays it is
Is notwhat itsays it is
Is not trueto itself
Is true to itself
![Page 5: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/5.jpg)
•Real Fake–Starbucks–Stella–Toyota in U.S.
•Fake Fake–Generics from China
•Real Real–Delvaux–Coca-Cola–Harley Davidson–Apple–The body shop
•Fake Real–Walt Disney’s resorts / Castles
![Page 6: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/6.jpg)
Authenticity : Being what you say you are
•History
•Heritage
•Identity : in your statements (ads)
•Place : the experience
•Efficacy = # people X recall
Costs
![Page 7: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/7.jpg)
People submerge in your brand
•Efficacy = – # people– time– attention– intensify– memorabiltiy
cost
VW = Customers pay for a visit in Autostad Wolfsburg
![Page 8: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/8.jpg)
We rijden niet met bussen maar met mensenSaskia schatteman
•Personeelstrainingen
•-typologieën/klantvriendelijkheid
•-segmentatie van klanten
•De chauffeurs zijn het gezicht van de LIJN
•Merkbekendheid sterker maken in je bedrijf
![Page 9: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/9.jpg)
The sum is bigger then the individual parts (Peter Corijn P&G)
•The Beatles
•Diversity is an objective with P&G•(Think Global,act local)•The individual client counts : Jezuit : 1 soul at the time•Try to connect•Global if we can local if we must•Missionary : convert at the buying place, money for sample
![Page 10: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/10.jpg)
•Working class = be who you are•Woking class who whant it better => ideal world
•Authenticity in the middle east : I am what my religion / my parents tell me who I am
•To stay the same, we need change (antibiotics)•Embrace change
•TRUST = Is a product I can trust•Passion for Innovation
![Page 11: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/11.jpg)
Get Naked - Sahwney
•Customer Empowerment
•Engage – Collaborating with your customers
•New reality : nakedness and transparency
•Being naked is not a bad thing...
![Page 12: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/12.jpg)
•Being naked and ulgy is a bad thing!
No customer value, promisses that are not being made
Openess => customers will find out anyway
MCDO = make up your own mind
![Page 13: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/13.jpg)
•Collaborating marketing : WHY?
•The smartest people don’t work for you
•Customers are willing and able to contribute
•Customers embrace what they have created
•360° feedback with customers
![Page 14: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/14.jpg)
•Collaborative design
•Collaborative product testing
•Collaborative advertising
•Collaborative technical support
•Economic reward
•Social reward !
![Page 15: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/15.jpg)
John Grant – Green Marketing
•Global warming : CO²
•Al CO² friendly product will make profit in the nearby future
•Solar energy = biggest growning industry•China = Solar valley
•Recession : Clean tech : that where the jobs are
![Page 16: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/16.jpg)
•IT bizz more polluting then airplane industry
•Hope and Glory => google
![Page 17: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/17.jpg)
Clean tech
Green work
Network Resource systems
Energy Housing Mobility Consumer Business
![Page 18: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/18.jpg)
We are a consumer society
GOVTop Down
PublicBottom up
BizzNew Industrial Revolution
We need a sustainable society
![Page 19: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/19.jpg)
Green marketing : communication?
•NO
•Hotel – towel – green wash
•If you are a trusted brand : IKEA
•There a no green brands
![Page 20: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/20.jpg)
•Printing more polluting then nuclear / mining•Toyota Prius = celebs•Nautilus calculation
•Setting new standards : Volvo,green marketing TV•All doing a little bit : sensibilisation (engines 25% less fuel but the driver...,ass where you can donate•Green 2.0 : second hand, exchange on internet
![Page 21: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/21.jpg)
Recession
•Refill, sharing•Making your case : mobile cost less then your daily cup of coffee•Communities•Saving (lamps,interrupter)•Turning back the clock : childhood memories•Second hand•Loyal core : customers that you don’t wanna loose in times of recession
•Cultural leadership : christmas this year is not FSTV,X-box but authentic cousiness
•Safety net : to fall back on•TRUST
![Page 22: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/22.jpg)
•Running up that hill : that gonna hurt
•1/10 companies : that’s gonna urt everybody
![Page 23: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/23.jpg)
Marc Van Lerberghe : google
•Slow never wins
•Amazon.com : 10 min to put your product for sale
•The word of mouth – net
•Will it blend?
![Page 24: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/24.jpg)
•A brand is no longer what we tell it is, but what the customers tell each other what it is
•Mentos and diet coke : 20% growth
•Obama 08’
•I-phone app => call friends(prime state), local events
![Page 25: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/25.jpg)
•Flu stats : google.org FLU TRENDS•2 weeks before gov.disease controle (GP’s...)•Based on searching for flu / by region
•SPOOF : not taking serious
•Authenticity : must be part of culture otherwise your going down
•Product always wins over long-term branding
![Page 26: Marketing Congres 5 6 Dec Authenticity](https://reader036.vdocuments.net/reader036/viewer/2022070303/549326bbb479594c4d8b4782/html5/thumbnails/26.jpg)
Take home messages
•Slown never wins
•Not part of the conversation, you might not well exist
•Customers are in controle
•Relevant messaging – customers demand it
•Be authentic