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Speech at Saigon Solvay Brussels School of Economics & Management and Hanoi Vietnam Creative Entrepreneurs Club / Vietnam Marketing & Communication Club, June 2014
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Prof. Jean-Pierre Baeyens
Solvay Brussels School of Economics & Management
the power of emotions
creativity marketing in post-modern society
Pre-modern eratradition, religion or the state are the sources of truth
Modern erareason, knowledge are predominant sources for truth & reality
Post-modern erano single defining sourceeach individual is defining his/herown truth and is at the center of his/her own reality
POSTMODERNITY
the Y generation iscreating new modelsredefining political, economical, cultural and educational power structures
digitalityallows people to manipulate virtuallyevery aspect of the media environment
change has become the status quo.
POWER TO THE PEOPLE !John Lennon
Traditional models
are dying !
FAMILY
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ADVERTISING
AIRLINES
TELEPHONE
MUSIC
TELEVISION
BANKING
POLITICS
TEACHING
From established authorities to networks
From science to technology
From reason to emotions
POSTMODERNITY
MARKETING ?classical marketing is like classical music...itcan be beautiful but nobody‘s listening to it...
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Classical marketing is based
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demand analysis and customer understandinghave been driving the marketing industry for years but ….most recent successes come from
market creation and radically new ways to imagine value chains
some creative models you know…
or don’t know…
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some creative models you know…
or don’t know…
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extra-ordinary value: much more for lower or no price !
smarter value chain lowering costs dramatically
new rules of doing business: redefining industry
new cultures of doing business: open, wiki cultures
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What’s in
common ?
Creativity MarketingAre you ready to redesign the world ?
creativity marketing: the art of generating emotional value
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redesign your marketing around a powerful idea !
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CREATIVITY MARKETING
building emotionalconnections with customersat each stage of the marketing process
CREATING EXPERIENCES
leading them to become« brand advocates » by sharing with others.
TRANSACTION USAGE
RELATIONSHIP
creative powerful ideas3 stages of customer experience
3 levels of action
GO fornew ways to conquer the five senses of customers to get them
Sense Feel
Think Act Relate
Schmitt (1999,2010)
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EXPERIENTIAL MARKETING
Experiential Marketing Examples:
DisneylandSouthwest airlinesSamsung smartphonesHeinekenHaagen DaszAbercrombie & FitchSingapore Experiential Maritime museumRolling Stones tours….https://www.youtube.com/watch?v=TcOXGuMD_cs&index=4&list=PLxHOUpBObAw7L9GIzHK7hCDU1qxjfkBb2https://www.youtube.com/watch?v=f4iQ3TCbqTk&list=PLxHOUpBObAw7L9GIzHK7hCDU1qxjfkBb2&index=9
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Experiential Marketing What should you care for ?
1. Building and increasing engagement
2. Increasing relationship and loyalty
3. Creating emotion and memories
4. Increasing awareness via buzz
5. Increasing action desire
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Experiential marketing aims to provide consumers with compellingand memorable experiences that emotionally connect them to abrand each time they buy a product. (Pine and Gilmore, 2002)
the 4 S acid test strategic ?
specific ?
superior ?
sustainable ?
KISS or SPICE ???
creativity
not only good ideas…
powerful ideas
SO WHAT ???
How to think of distinctive superior
ideas to light up your marketing
strategy ?
3 ways for you to think….
Be the indisputed leader in something2
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Product categoryPrestigeVisibilityServiceTraditionTechnologyCustomer friendlinessEntertainment….
Make it stick to your namefor years and
years…
Be a true specialist, focus on your niche and make your customers love you !
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Ba
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CREATE your NEW business model
Look for a Blue Ocean
• extend market boundaries
• make competition irrelevant
• create « extra-ordinary » value
www.blueoceanstrategy.com/
NOW is time for ACTION
break the rules of your business
10 new ideas per day
reward failures
budget for idea lab
look for black sheeps
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NOW is time for FUN
be jazzy, spicy, sexy
look for extreme flexibility
be an online star
go faster
plan for the unpredictable
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A vision and a philosophy
A clear view of your target audience(s)
A value proposition
Intimate knowledge of your audience segments
Day to day interactions on line and off line
Active listening, smart observation, ongoing curiosity
ACTION PLAN
IF YOU WANT AN ACTION PLAN !
STRATEGY
EXPERIENCE MIX
AUDIENCE INSIGHT
Based on touchpoint and moments of truth analysis:MarcomEventPhysical settingWeb 2.0People
What ?When ?Where ?Who ?With whom ?For how much ?
Prof. Jean-Pierre Baeyens, MentorHolder of the Marketing ChairSolvay Brussels School of Economics & ManagementMobile: +32 (0) 475 25 66 31
Follow me on https://www.facebook.com/profjp.baeyens
MOVE DARE
IMAGINE CHANGE
CREATE OPEN YOUR EYES
SHAKE YOUR MINDS INNOVATE
DISOBEY