Maton SonnemansMarketing3, 28 november 2007

Cracking the Entreprenurial Marketing Code

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Cracking the Entreprenurial Marketing Code

Today's marketeer:power orinfluence?

Cracking the Entreprenurial Marketing Code

Would you put your own moneybehind it?

eens - 52%

"Onze Marketing Afdeling is echt ondernemend"

Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50)

eens - 82%

Marketeers

oneens - 18%

Overig

oneens - 48%

Cracking the Entreprenurial Marketing Code

CONNECTED

Cracking the Entreprenurial Marketing Code

oneens - 25%

Overig

eens - 75%

"Onze marketingafdeling heeft goed inzicht in wat er leeft bij de consument en in de markt"

Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50)

eens - 82%

Marketeers

oneens - 18%

Consumer Insights: know what makes consumers tick

Insights to Create a compelling, contagious proposition

How to be highly relevant for consumers

How to change consumer behaviour

How to be completely credible

Business Insights: how to exploit and strenghten your DNA

Insights to use the assets of your company

How to use and create core competences

How to guide yourself by a small set of brand values

How to create a fit with your company strategy

Market Insights: understand how to create a new category

Insights to outsmart the competition

How to challenge conventional wisdom

How to solve one or more market imperfections

How to find elements which are hard to copy

Cracking the Entreprenurial Marketing Code

CREATIVE

oneens - 60%

Overig

eens - 40%

"Op onze marketingafdeling worden creativiteit en innovativiteit sterk gestimuleerd en beloond"

Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50)

Marketeers

oneens - 73%eens - 27%

Creative: Dare 2b Different

Challenge market conventions: discover the 'Blue Ocean'

Build on story telling and WoM: is your product buzzable?

Seduce your consumers: create 'wannahaves' and brandfans

Cracking the Entreprenurial Marketing Code

Cracking the Entreprenurial Marketing Code

CALCULATIVE

oneens - 66%

Overig

eens - 34%

"Onze marketeers berekenen en weten vooraf en achteraf het rendement op marketingactiviteiten"

Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50)

Marketeers

oneens - 64%eens - 36%

Calculative: Fact Based

Prioritize key value drivers: from a long list to a short list

Be accountable: plan and monitor your return on marketing

Get support from the boardroom: show them the money!

Cracking the Entreprenurial Marketing Code

Cracking the Entreprenurial Marketing Code

CONVINCING

oneens - 36%

Overig

eens - 64%

"Als onze marketeers een plan hebben 'verkopen' ze dit met grote overtuigingskracht"

Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50)

Marketeers

oneens - 27%eens - 73%

oneens - 48%

Overig

eens - 52%

"Onze marketeers hebben de regie bij het ontwikkelen en doorvoeren van commerciële strategieën"

Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50)

Marketeers

oneens - 27%eens - 73%

Convinced: taking the lead

Act as if it is your own money: output instead of activity focused

200% believe in your idea and plan: in good and bad times

Involve the complete value chain: from R&D to customer

service and sales

Cracking the Entreprenurial Marketing Code

Cracking the Entreprenurial Marketing Code

Competences & Requirements for the Entreprenurial Organisation

CONVINCING

CALCULATIVE

CREATIVE

CONNECTED

LEADERS

LONGER HORIZON

TALENT

PROJECT TEAMS

Cracking the Entrepreunial Marketing Code