BrandPalace

More on Boomer-Marketing

In yesterday's session, Saskia Schatteman stressed the growing importance of marketing to the Boomers (50+). As it happens I just dscovered an interesting blog entirely dedicated to the subject : the "Baby Boomer Marketing Blog", by the US adman Vince Vassolo.
The quote that drew my attention :

The worst and perhaps most pervasive rationale for targeting young people is the notion that if you get them young you’ll have them for life. This is the idiotic “lifetime value” argument that spawned the dearly departed “new economy.” Someone please show me one 50-year-old who drives the same car, drinks the same beverages, wears the same clothes, or eats the same food he did at 16. I mean, besides my brother-in-law.

Some facts about people over 50:
• They make up 29% of the population.
• They control 77% of financial assets.
• They control 50% of all discretionary spending.
• They watch 50% more television.
• They are the target for 10% of all advertising.

By the way, Vince is quoting here another blogger 'the Ad Contrarian'. This man, Bob Hoffman, a reputed agency CEO (now of Hoffman/Lewis advertising in San Francisco , earlier a.o. of MOJO/USA) fills his blog with refreshingly contrarian opinions on marketing and advertising.

Quote :

The consumer has become resistant to marketing, right? Bullshit. Here’s what the consumer has become resistant to: generic, undifferentiated products supported by smug, benefit-free advertising.

Both blogs are worth a read !!

Inspiration : What It Takes To Be a Top Marketer

Interesting read in Brandweek : "What it takes to be a top Marketer" - a case story about Tide.

Quotes :

‘If you do right by the consumer, you will always do right.'

'One of the things I have a lot of passion and energy for is, ‘"How do we connect with the consumer?"’

(which is tomorrow's subject !)

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Saskia Schatteman is wel niet meer bij De Lijn, maar toch ... ;-)

Session 3 : Targeting ... and much more !

Next session will be about Targeting. Saskia Schatteman will deal with questions concerning how to select the right segments in the market and how to reach these moving targets with great accuracy (moving because today's consumer is changing faster than ever before).
Saskia has recently moved from De Lijn to Telenet, as the new Marketing Manager. Before that she built an extensive experience in marketing at P&G.

Our extra guest speaker is Tom Grymonprez. The motto of his speach is :
Content is King… but who is his Queen?
When you hear people talk about Studio100 as a leading entertainment company, you often hear stories on TV shows, musicals, books, films… in short CONTENT. But what is Content for Studio100? Is Content the basis for the Studio100 brand or is it just the product? What is Studio100 making and what is it selling…
Is Studio100 a good marketing case from a content-company or is it a good content-case from a marketing-company…?

Tom Grymonprez, commercial director Studio100 Benelux, will shine some lights on his experiences as a marketer at Studio100. If, in preparation to the session of April 21st, you want to learn more on Studio100s activities, please have a look at the short company film at www.studio100.tv.

Do brands matter in a recession ?

Extra reading stuff after Helen Willems' session

- Care for some more P's ? Read Brandchannel's "7 P's of Branding"

- Marketing Teacher is an extremely rich source of powerpoint presentations on a broad range of marketing related subjects.

- Helen's last slide can be viewed here.  By the way : this page has numerous links to more explanations on all the concepts used in the infographic.

BrandPalace on LinkedIn

Antony Slabbinck started an Alumni BrandPalace Group on LinkedIn.
Great idea, Antony !
Let's all share this group and connect to one another.

Helen Willems op Markante Lunch

Wie niet genoeg krijgt van Helen Willems, na haar speech van vandaag, kan zich nog inschrijven op de Markante Lunch van de Stichting.
Hier vindt u alle gegevens.

Sliced Bread & Purple Cows

Care for an inspiring talk ? It's a lazy Sunday morning and the weather isn't what it should be, so why not let yourself be taken away by Seth Godin ?
Seth is one of the world's most reputed bloggers on marketing : check him out here.
The speech he's giving here was recorded at one of the TED conferences - quite a while ago, but still as fresh and inspiring as can be. Enjoy !

By the way : make sure to pay a regular visit to TED ! Always worth your while !

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Next week's speakers : Helen Willems and Stefaan Bettens

Next week's session is about Marketing Management. Speaker of the day is Helen Willems. She will pick up where Hans Cools left us : the P's of the Marketing Mix.
Helen Willems studied Toegepaste Economische Wetenschappen (UFSIA in Antwerp), Applied Marketing (Institut d’Administration des Entreprises in Aix-en-Provence) and followed the International Business School of Georgetown University (Washington). Helen joined Beiersdorf in August 1988, first as a Product Manager, later as Marketing Manager. In ’99 she joined the company's Management Committee. Helen also has an experience as Sales Manager (2006-2008). In 2008 she was appointed Country Manager of Beiersdorf Belgium.
In 2004 to 2005 Helen worked at Beiersdorf France, where she developed a brand new approach to launch new make up products.
Helen Willems won an Effi award for Nivea Visage in 1995

Helen is married, has two children, she lives in Sint Gilles Waas.

Our special guest will be none other than Stefaan bettens, General Manager of Jet Import. Maybe the company doesn't ring any bell to you, but their brands will certainly do. Jet Import is the company behind Red Bull, Corona, Heineken, Carpe Diem and many more top brands in Belgium.
Stefaan stems from a family in West Vlaanderen, active in bottling and distributing lemonades. He founded Jet Import more than 20 years ago. Stefaan studied Economy, Management and Marketing and Sales Management in Gent. He has a passion for classical music and the good life.
He certainly also has a passion for strong brands - topic of his personal testimonial on Tuesday 31th.

More on Red Bull : here.

Houston, We Have Lift-Off

I think we had a successful lift-off of our BrandPalace journey. Hope you liked it, and am anxious to know more about your feedback and evaluation (Lena will make a quick report very soon).

Next week Helen Willems (Beiersdorf) is scheduled  to speak about Marketing Management. She will start where Hans left us : the 4 or 6 P's (or were it C's ?) of the marketing mix.
In the meantime I want to share with you some interesting resources for further reading on today's (and next week's) topics.

1) Studymarketing is a one-man initiative of Yodhia Antariksa, management consultant in Jakarta. He singlehandedly crafted a rich database of articles, presentations and other material on Marketing, Brand Management, Consumer Psychology, Strategic Management and Innovative Thinking. Vaut le coup !

2) Homa  is a digital database of concepts, models, and analytical processes, developed by Prof. Ken Homa, for the "exclusive use" of students, alumni, faculty, benefactors, and designated friends of Georgetown University's McDonough School of Business. But I'm sure he will have no objections for you to browse through this rich source of background material.

3) Businessballs offers lots of free templates, samples, resources, examples, articles, tools and diagrams, tests and quizzes (free for download) for training, human resources, management theory, sales, business, personal and organizational development. E.g. : if you want to review Hans' slides on the Boston Consulting Grid, have a look here !

4) Two websites worth visiting on a regular basis are Brandchannel (by Interbrand) and John Quelch's blog on Marketing- and Brand Management.

Of course there is much, much more !! Feel free to browse my delicious bookmarks here.

If yoù want to share interesting readings, websites or other resources with the rest of us, use the comment button below.