16 posts tagged “marketers”
The CMO Trends 2009 webseminar took place on 2nd of February 2009. With 40 people signing up from around 20 countries, the webseminar was truly international.
ADVERT: More web-seminars here
I (Michael Leander) had anticipated that I would need to add content to the CMO Trends 2009 survey result in order for the webseminar to be interesting to the attendees.
That didn’t quite work out. I simply didn’t spend enough time preparing and reviewing the contents and structure. However, the webseminar was nevertheless relative well received.
Judge for yourself - review the evaluation below
Everything we wear, the food we eat, the car we drive, where we live, the music we listen to, the people we hang around with speak volumes about us as individuals. We all choose very carefully each and every aspect of our lives. We all have an inner circle of brands that we want to be associated with – that we’re proud to be seen with. I call this Brand ‘Me’.
Read Chris Catchpole’s interesting thoughts about branding and more
I am what I say I am
People use clothing to define themselves. We are also judged by what we wear. I know that I get treated very differently in shops when I wear a smart suit to when I’m dressed casually. Exactly the same person but a different response depending on clothes. Weird, isn’t it? But that’s often how we get our first impression. This is how I explain the importance of art direction – it doesn’t matter what you’ve got to say if you don’t look right. More on this in another post though.
Occasionally, new brands come along or established brands get a makeover and they join our list of close ‘friends’. They may stick around for a while, perhaps just until the special offers run out. This is the true test of friendship. Once the honeymoon period is over, has enough been done to persuade the customer to stay? When the three months free are over, the 50% off is done, 2 for the price of 1 has gone, the free gift yesterday’s news, what’s the reason to stay. Apart from the handcuffs they may have had to sign up to that they now regret, what really makes this company’s offering any different to their competitor’s?
Why not ask people what they want not tell them what they want
Companies spend vast amounts of time and money developing products and services then even more time and money telling everyone how wonderful they are. Do any of them ever think to stop and ask consumers what they want in the first place then create around the need rather than try and create the need? Surely the best way to sell a product or service is to show how it would enhance someone’s life if they had it. Some of the hardest and least successful work I’ve done has tried to create a need where really none exists and probably never would. Why not make the new product ‘amazing’, the new service ‘revolutionary’? But first, ask the people what they want.
Love is…
Think about a company you love. What do they do right? Not only will they make a product that you think is wonderful (or a service that’s remarkable), I guarantee that good Customer Services will play an important role in your relationship with them. It’ll probably be a company that its customer at the centre and does all it can to make them feel special, appreciated and wanted. Why go elsewhere?
All the c&f ‘Rules of Friendship’ deal with precisely this approach for the mutual benefit of both sides. For more information on these, have a read of http://www.chriscatchpole.com/
This article was written by Chris Catchpole. Go check out his impressive direct marketing portfolio
This article was written by Poa Jonas
Tough times call for tough measures is the mantra, which comes out of boardrooms, press conferences and marketing departments.
Budgets are slashed, layoffs are looming and even production lines are being put on hold.
As everybody is tightening the belts in the eye of what some describe the worst economic crisis many marketers have decided that doing nothing or less of the same is the best strategy to weather the storm.
But doing nothing or less of the same will bring with it only one
inevitable result; insecurity, disillusionment and the loss of
customers.
What is needed is new thinking that opens new ways to attract,
engage and retain customers.
It’s simply not enough to rely on standard solutions be it in the
choice of media or in the choice of how you approach existing
or potential customers.
Consumers want to be inspired, empowered and reassured and
that counts for the good times but especially for the bad once and
this is why brands need to step out now and be bold.
Bold in providing solutions, bold in offering support, bold in
delivering added value, bold in working for the community, bold
in designing new products and bold in exciting their audiences.
Bold brands (large or small) will seize the day and come out
stronger than ever before leaving competitors stranded and
struggling to catch up once the crisis is over and for those
who have hesitated it may turn out to be forever too late.
But how can one be bold in a climate where cash is tight and
fears are high?
The answer is simple, be smarter, focus on the little things,
show leadership and above all have the guts to try something
new!!
Have the guts to dismiss the inflationary prices peddled by
media owners and look for partners that for a fraction of the
costs provide real access to your target audience.
Ask your colleagues, agencies and friends to think out of the box
and imagine cost effective ways that could make a real impact and
help your brand to rise above the rest.
Involve your customers and call on them to suggest improvements
to your products or services and respond with quick simple actions.
Convert each touch point into engaging experiences and make sure
they all leave positive and lasting impressions.
Go out and meet your customers, create opportunities where you
can inspire, enchant and engage them. Surprise them with your
vision, your products and your genuine desire to involve them.
Make things happen and you will see your audiences will respond
despite the crunch and you will get returns that will surprise even
the most cynical amongst you.
If you want to survive this economic tsunami doing things the way
you’ve always done them is not an option.
Be bold, think different and above all enjoy the journey!!
Brands need to be bold now!!
Google, Apple, Amazon.com, Zara and Nintendo are among this year’s top gainers in Interbrand’s annual ranking of The Best Global Brands, and not surprisingly, financial services giants Merrill Lynch, Citi and Morgan Stanley are among the companies that have slipped dramatically down the list.
Coca-Cola (No. 1) remains the best global brand for the eighth year in a row. Yet, a notable shift in this year’s rankings was made by IBM, which took over the No. 2 position from Microsoft (No. 3). Google also moved into the top 10 brands, at No. 10, after ranking at No. 20 in 2007.
“The Best Global Brands 2008 ranking is a reflection of the global economy - the current credit crisis in the U.S., the growth of emerging markets and the increased emphasis on sustainability are all key trends that resulted in brands rising or failing on the list,” said Jez Frampton, Global CEO of Interbrand. “The increasing complexities of the global economy reinforce the importance of protecting and growing a brand. It is a company’s most valuable asset - and a far less volatile asset than others during a time of economic uncertainty.”
Get more articles like this one - signup to Meemoo2 Marketer
Tumultuous credit markets effect
Movement in the Best Global Brands 2008 ranking confirms that the tumultuous credit markets are affecting leading financial services brands, including Merrill Lynch (No. 34) and Citi (No. 19). However, some strong industry leaders have survived such as HSBC (No. 27) and credit card companies Visa (a new entrant to the list at No. 100) and American Express (No. 15), which have all been able to transcend the credit crisis due to their trusted brands.
–> You can download the full report here
Other brands that fell significantly on the 2008 list include Ford (No. 49) and Gap (No. 77). While notable newcomers include H&M (No. 22), Thomson Reuters (No. 44), BlackBerry (No. 77), Giorgio Armani (No. 94), Marriott (No. 96), FedEx (No. 99) and Visa (No. 100).
Emerging markets impact
Emerging market growth has had a significant impact on this year’s ranking. As customers in these markets accumulate wealth and seek to demonstrate it, luxury brands are seen as a clear indication that one belongs to the new elite. Companies like Porsche (No. 75), Ferrari (No. 93) and Prada (No. 91), have experienced great success in the world’s emerging markets.
Not surprisingly, sustainability is driving brand value across all sectors - from automotive, to consumer products, to financial services. Auto-makers like Honda (No. 20) and Mercedes (No. 11) are creating new, more fuel efficient car models. Honda was the only car manufacturer to report better U.S. sales this year, in June 2008, than it did last year. Companies like GE (No. 4) and BP (No. 84) increased their brand valuation by investing a substantial amount in sustainable business practices. BP also rose among the ranks as a result of its leadership position in working towards greener energy investing in sustainable energy sources.
“In troubled economies business doesn’t cease. Companies may struggle, but the practice of buying and selling continues no matter what,” says Frampton. “Many of the Best Global Brands know this and come through these difficult times stronger and better poised to compete. The key to success, in good times and bad is understanding how your brand creates value.”
Best Global Brands 2008 Methodology and Results
To qualify for inclusion in the BusinessWeek/Interbrand Best Global Brands 2008 list, each brand must derive at least a third of its earnings outside its home country, be recognizable outside of its base of customers, and have publicly available marketing and financial data. This methodology evaluates brand value in the same way any other corporate asset is valued-on the basis of how much it is likely to earn for the company in the future. Interbrand uses a combination of analysts’ projections, company financial documents, and its own qualitative and quantitative analysis to arrive at a net present value of those earnings.
About Interbrand
Interbrand, the leading brand consultancy, combines the rigorous strategy and analysis of a management consulting practice with the entrepreneurial and creative spirit of branding and design. The company offers a comprehensive array of consulting services that guide clients in the creation, enhancement, maintenance and valuation of their most valuable asset — their brands. Founded in 1974, Interbrand has offices in over 30 cities in more than 20 countries around the globe and clients from among the most respected businesses. For more information visit the world’s only online exchange about branding, produced by Interbrand, at www.brandchannel.com.
Burger King is once again under fire. This time for their innovative initiative “Whopper Virgins” - a new advertising campaign featuring “Burger virgins”, impoverished villagers in remote parts of the world, taking part in Whopper versus Big Mac taste tests.
Personally, I must say I applaud their initiate. But I am not “looking underneath the surface”, merely basing my liking to it on the quality of execution and the innovative marketing an. The video you are about to see is - in my opinion - interesting and very well produced. In fact, I would like to know more about the people featured in the movie.
The legatimacy of the testing, which the web site says was conducted by independent, third party testers, isn’t what bothers people. What might irk people is the concept that Burger King is taking its fast-food to people who aren’t used to this type of food in their diets, who aren’t usual subjects to commercialism and who probably don’t really care too much.
Watch the video below and judge for yourself. Feel free to leave comments.
Get Marketing Tip Alerts - signup below
I am in the process of planning the European Email Permission Marketing Roadshow. Part of the planning process involves identifying conference hotels. So by chance I came across Hotel Light in Sofia, Bulgaria. And I was pleasantly surprised. This hotel in the center of Sofia have - either by chance or deliberately - managed to produced an amazingly appelaing website that allow you to experience just about anything the hotel has to offer in a fast, unique and appealing way.
I have created a short video to show the features offered by the hotel’s website.
So why was I so excited about this?
I have booked a great deal of hotel rooms in my time. And more often than not, I am disappointed when I check in to the room.
I have often found a large gap between what the expectation generated by viewing the hotel website, the website of the hotel booking engine or - preinternet - a brochure - and the actual experience. Now, mind you, I am a detail guy. There are certain things I need when in a hotel room. Things like certain TV channels, hazzle free internet (no coupons, codes, cords to fetch from the reception - please), a decent sized working desk, a mini bar, preferably a coffee machine or similar and an iron and iron board. This hotel did not provided answers to all of these questions, but most. And then they offer other services, which I thought was quite good.
Watch for yourself here:
What Hotel Light does so well in my opinion is;
_ a transparent presentation of the hotel and its features
- a believable presentation (I actually believe that’s what it looks like)
- a to die for brilliant navigation
- attention to detail. Did you see aircondition feature or the satelitte channel overview?
In my humble opinion, I would advice the hotel marketing managent to change but one thing; the front page. The big splash with text on the front page doesn’t do the hotel justice. Remember first impressions and all that.
Pay a visit to the Hotel Light website here - and please do let me know what you think.
Complete the survey and get your free report - a €99 value + free access to the CMO Trends 2009 web-seminar in February 2009.
Fokus Integrated are currently working on an exciting new study titled “CMO Trends 2009“. The study aims at uncovering the most important trends for 2009 and should be relevant to most Chief Marketing Officers, marketing managers, brand managers, product managers and so on.
Complete all answers in the survey and receive a complimentary full copy of the report containing this study’s results (a €99 value) and free access to the CMO Trends 2009 web-seminar in February 2009 (a € 25 value).
Drayton Bird
In November 2003 the Chartered Institute of Marketing named Drayton Bird one of 50 living individuals who have shaped today’s marketing, other names included Kotler, Peters and Levitt.
Advertising legend the late David Ogilvy said he “knows more about direct marketing than anyone in the world. His book about it is pure gold. His speeches are not only informative, but hilariously funny.”
Campaign named him one of the 50 most important individuals in UK advertising during the previous 25 years – “the only universally acknowledged point of creativity in the direct marketing world”. UK magazine Direct Response said his impact on UK direct marketing was “unlikely to be matched by any other individual”
Educator of the year. Direct Marketing Roll of Honour
In 1994 he was named one of the first six Fellows of the Institute of Direct Marketing; in 1997 he was voted Educator of the Year. In May 2001 the British Direct Marketing Association placed him on their Roll of Honour. In December 2003, most of the readers of Precision Marketing voted him leading direct marketing personality in the last 15 years.
Commonsense Direct Marketing published in 13 languages
His book, Commonsense Direct Marketing (1982) is in its fourth edition. Published in 13 languages, it is the best-selling British work on the subject. A reviewer of his book, How to Write Sales Letters That Sell! said, “The only book the subject should ever need. I just hope no one tries to do better.”
He has written over 1,000 columns for magazines in Europe, Australia, India, the UK and Malaysia and a compilation of his articles, Marketing Insights and Outrages.
He has worked with many of the world’s leading brands, including American Express, British Airways, Deutsche Post, Ford, Microsoft, Nestlé, Procter & Gamble, Philips, The Royal Mail, Unilever and Visa. He has also worked with major advertising agency groups, including Y & R, JWT, FCB and Leo Burnett.
Business schools, universities and management consultants he has worked with include Columbia University Business School, New York, INSEAD, The London Business School, ESIC (Madrid), IPADE (Mexico City), IPADE (Lima), Cap Gemini, McKinsey and A. T. Kearney.
In 1977, with two partners, he set up Trenear-Harvey, Bird & Watson, which became the UK’s largest DM agency and which he sold in l984 to Ogilvy and Mather. As international Vice-Chairman and Creative Director, he helped O & M Direct become the world’s largest direct marketing agency network, and was elected to the worldwide Ogilvy Group board.
Drayton Bird Associates
He now runs Drayton Bird Associates, who work with many firms on direct marketing and other marketing matters. He has interests in five other firms in the UK and Asia. He is also the founder of EADIM
The Slovenian Direct Marketing Association are inviting marketers to attend the conference day entitled “C2C Marketing: Momentary niche or overall future” in Ljubljana, Slovenia on the 18th. of February 2009.
The conference is part of the highly interesting Promarket combining three days of trade-show with three days of presentations. On Wednesday 17th. of February participants can enjoy presentations fitting the overall theme “Mentality shifts in Sales” and on Friday 19th. the theme is “Who is creating public relations - sales, marketing, PR or customers?”. A highly interesting concept, which - I am sure - will attract a lot of people to this beautiful city.
Marketing speakers include
- Chris Catchpole, a highly respected direct marketing creative, United Kingdom
- Sandi Češko, Studio Moderna Group, Slovenia
- Hrabren Suknajić, Google, United Kingdom
- Michael Leander Nielsen, Denmark
I came across this highly interesting post over at The Influential Marketing Blog. The post is about a resort in Lake Placid, NY.
Because of the “so-called” recession, they have linked their prices to the Dow Jones index. If the index declines, so does their prices. And not only accomodation prices, also restaurant prices.
Now - that is what I call innovation and smart marketing. Well, in fact I think it is one of the best and relevant initiatives I have heard of in a long time.
One comment on Rohit’s blog insist that this won’t have a real impact on the business of the resort. What do you think?
Check out the full story right here - thanks to Rohit of Ogilvy 360 Digital Influence
