Marketing congresStichting Marketing

5-6 dec 2008Ghent

‘Authenticity’

Authenticity, what consumers really want

•Availability + costs + quality + authenticity•Cave : Gucci•Sensation economy : not the product but the experience, now : a sensation that really hits•‘The original’ vs mass•The art of mass combined with the perception of authenticity•Think global, act local•‘100% pure’, ‘natural’, ‘real’•Authenticity = subjective

“Let there be no difernce between what the company says about itselfs and what the customer experiences”

Real Fake

Fake Real

Real Real

Fake Fake

Is what itsays it is

Is notwhat itsays it is

Is not trueto itself

Is true to itself

•Real Fake–Starbucks–Stella–Toyota in U.S.

•Fake Fake–Generics from China

•Real Real–Delvaux–Coca-Cola–Harley Davidson–Apple–The body shop

•Fake Real–Walt Disney’s resorts / Castles

Authenticity : Being what you say you are

•History

•Heritage

•Identity : in your statements (ads)

•Place : the experience

•Efficacy = # people X recall

Costs

People submerge in your brand

•Efficacy = – # people– time– attention– intensify– memorabiltiy

cost

VW = Customers pay for a visit in Autostad Wolfsburg

We rijden niet met bussen maar met mensenSaskia schatteman

•Personeelstrainingen

•-typologieën/klantvriendelijkheid

•-segmentatie van klanten

•De chauffeurs zijn het gezicht van de LIJN

•Merkbekendheid sterker maken in je bedrijf

The sum is bigger then the individual parts (Peter Corijn P&G)

•The Beatles

•Diversity is an objective with P&G•(Think Global,act local)•The individual client counts : Jezuit : 1 soul at the time•Try to connect•Global if we can local if we must•Missionary : convert at the buying place, money for sample

•Working class = be who you are•Woking class who whant it better => ideal world

•Authenticity in the middle east : I am what my religion / my parents tell me who I am

•To stay the same, we need change (antibiotics)•Embrace change

•TRUST = Is a product I can trust•Passion for Innovation

Get Naked - Sahwney

•Customer Empowerment

•Engage – Collaborating with your customers

•New reality : nakedness and transparency

•Being naked is not a bad thing...

•Being naked and ulgy is a bad thing!

No customer value, promisses that are not being made

Openess => customers will find out anyway

MCDO = make up your own mind

•Collaborating marketing : WHY?

•The smartest people don’t work for you

•Customers are willing and able to contribute

•Customers embrace what they have created

•360° feedback with customers

•Collaborative design

•Collaborative product testing

•Collaborative advertising

•Collaborative technical support

•Economic reward

•Social reward !

John Grant – Green Marketing

•Global warming : CO²

•Al CO² friendly product will make profit in the nearby future

•Solar energy = biggest growning industry•China = Solar valley

•Recession : Clean tech : that where the jobs are

•IT bizz more polluting then airplane industry

•Hope and Glory => google

Clean tech

Green work

Network Resource systems

Energy Housing Mobility Consumer Business

We are a consumer society

GOVTop Down

PublicBottom up

BizzNew Industrial Revolution

We need a sustainable society

Green marketing : communication?

•NO

•Hotel – towel – green wash

•If you are a trusted brand : IKEA

•There a no green brands

•Printing more polluting then nuclear / mining•Toyota Prius = celebs•Nautilus calculation

•Setting new standards : Volvo,green marketing TV•All doing a little bit : sensibilisation (engines 25% less fuel but the driver...,ass where you can donate•Green 2.0 : second hand, exchange on internet

Recession

•Refill, sharing•Making your case : mobile cost less then your daily cup of coffee•Communities•Saving (lamps,interrupter)•Turning back the clock : childhood memories•Second hand•Loyal core : customers that you don’t wanna loose in times of recession

•Cultural leadership : christmas this year is not FSTV,X-box but authentic cousiness

•Safety net : to fall back on•TRUST

•Running up that hill : that gonna hurt

•1/10 companies : that’s gonna urt everybody

Marc Van Lerberghe : google

•Slow never wins

•Amazon.com : 10 min to put your product for sale

•The word of mouth – net

•Will it blend?

•A brand is no longer what we tell it is, but what the customers tell each other what it is

•Mentos and diet coke : 20% growth

•Obama 08’

•I-phone app => call friends(prime state), local events

•Flu stats : google.org FLU TRENDS•2 weeks before gov.disease controle (GP’s...)•Based on searching for flu / by region

•SPOOF : not taking serious

•Authenticity : must be part of culture otherwise your going down

•Product always wins over long-term branding

Take home messages

•Slown never wins

•Not part of the conversation, you might not well exist

•Customers are in controle

•Relevant messaging – customers demand it

•Be authentic