Marcom Zone_experiential class Hanoi may 31,2016
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The document discusses the need for new marketing approaches and a new type of marketing education called "Marcomland". Classical marketing based on demand analysis is no longer as effective as market creation approaches used by successful new companies. Marcomland will train "game changers" with open and flexible minds ready to try new ideas. It will prepare students for jobs in marketing companies, agencies, startups and creative industries focused on experiential marketing, digital marketing, and generating emotional connections with customers.
Marcom Zone_experiential class Hanoi may 31,2016
- 1. Welcome to Marcom Zone The new Solvay Vietnam Master in Marke7ng & Communica7on ProfJP Baeyens May 2016 1
- 2. the power of emo7ons hEps://www.facebook.com/proJp.baeyens hEps://proKaeyens.com/2016/05/08/the-‐5-‐sides-‐of-‐the-‐new-‐marke7ng-‐ pentagon/ marke7ng in post-‐modern society ProfJP Baeyens May 2016 2
- 3. MARKETING ? classical marke7ng is like classical music...it can be beau7ful but nobody‘s listening to it... 3
- 4. WHY MARKETING SHOULD CHANGE ! the Y genera7on crea7ng new models redefining poli7cal, economical, cultural and educa7onal power structures digitality allows people to manipulate virtually every aspect of the media environment change has become the status quo. POWER TO THE PEOPLE ! John Lennon ProfJP Baeyens May 2016 4
- 5. Traditional models are dying ! BANKING ADVERTISING AIRLINES TRANSPORT MUSIC MUSIC FAMILY POLITICS TEACHING 5
- 6. consumers and business customers changed drama7cally They don’t want to be « just only sa7sfied », they want to be excited ! ProfJP Baeyens May 2016 6
- 7. Classical marke7ng is based 7 demand analysis and customer understanding have been driving the marke7ng industry for years but …. most recent successes come from market crea7on and radically new ways to imagine value chains
- 8. some creative models you know… or don’t know… 8
- 9. § extra-ordinary value: much more for lower or no price ! § smarter value chain lowering costs dramatically § new rules of doing business: redefining industry, freemium models,... § new cultures of doing business: open, wiki cultures § change in society: new visions, sharing, ... What’s in common ? 9
- 10. 10 They all propose new marke:ng alterna:ves to the classical demand-‐based marke7ng approaches. RUNNING THE MARKETING SHOW DIGITAL SUSTAINABLE SOCIETAL CREATIVE EXPERIENTIAL Marcom Zone territory
- 11. marcom zone the art of genera7ng emo7onal value 11 redesign your marke7ng around a powerful idea !
- 12. the 4 S acid test strategic ? specific ? superior ? sustainable ? KISS or SPICE ??? not only good ideas… powerful ideas ProfJP Baeyens May 2016 12
- 13. 13 CREATIVITY MARKETING building emo7onal connec7ons with customers at each stage of the marke7ng process CREATING EXPERIENCES leading them to become « brand advocates » by sharing with others marcom zone
- 14. TRANSACTION USAGE RELATIONSHIP creative powerful ideas 3 stages of customer experience 3 levels of action ProfJP Baeyens May 2016 14
- 15. Experien7al Marke7ng What should you care for ? 1. Building and increasing engagement 2. Increasing rela:onship and loyalty 3. Crea7ng emo:on and memories 4. Increasing awareness via buzz 5. Increasing ac:on desire 15 Experien7al marke7ng aims to provide consumers with compelling and memorable experiences that emo7onally connect them to a brand each 7me they buy a product. (Pine and Gilmore, 2002)
- 16. marcomland: a whole new MMCom. Why ? Classical marke7ng, based on demand analysis and customer understanding, has been driving the industry for years but …. most recent market hits come from market crea7on and radically new ways to imagine supply chains (Airbnb, Blabla Car, Google, Grab,….) 16
- 17. the job market is looking for a new kind of leaders So, we’re not looking for students: We want Game Changers who... Permanently generate ideas Show cri7cal thinking Are open to others’ viewpoints Care for societal concerns Move, try, do...differently 17
- 18. Marcomland now recrui7ng future game changers with... an open mind, loving new approaches to life and culture a solid mo7va7on, not afraid of working day and night, as a true professional a flexible intelligence, being able to think strategically while having a strong sense of the need for “down to earth” implementa7on and...ready to experience disturbing situa7ons, unusual approaches and different styles 18
- 19. marcomland What kind of jobs aPer ? § Become brand leader, marcom manager, account supervisor,... in top rank marke7ng companies, marcom agencies, Y genera7on companies, crea7ve industries.... § Enter a digital marke7ng services company as a specialized consultant, account manager, business developer,... § Launch your own startup § Or any crea7ve idea you might have J 19
- 20. Marcomland offers § Deep understanding and direct prac:ce of the marcom process § Radically new ways to imagine, promote and sell products, services, ideas, and experiences § 100% foreign experts § an extensive discovery week on our Brussels campus (op7onal) 20
- 21. Welcome to Marcom Zone hEps://www.facebook.com/marcomzone/ The new Solvay Vietnam Master in Marke7ng & Communica7on ProfJP Baeyens May 2016 21
- 22. ANNEX How to think of distinctive superior ideas to light up your marketing strategy ? 3 ways for you to think…. 22
- 23. Be the indisputed leader in something 23 Product category Pres7ge Visibility Service Tradi7on Technology Customer friendliness Entertainment …. Make it s7ck to your name for years and years…
- 24. Be a true specialist, focus on your niche and make your customers love you ! 24
- 25. ProfJPBaeyensMay 2016 Change the rules in your business CREATE your NEW business model Look for a Blue Ocean • extend market boundaries • make compe77on irrelevant • create « extra-‐ordinary » value www.blueoceanstrategy.com/ 25