071128 Pre M3
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Transcript of 071128 Pre M3
Maton SonnemansMarketing3, 28 november 2007
Cracking the Entreprenurial Marketing Code
2061127-sr/lk
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