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Heineken - Floris Cobelens
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Heineken - Floris Cobelens

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  • Transcript

    • 1. Re-connect to the consumer Emerce Insight, Oktober 30 th 2008
    • 2. Agenda
      • The world is changing!
        • Consumer behavior
        • Media landscape
      • Time for a new approach…
        • Heineken The City
        • Designyourheineken.nl
        • Heineken Refreshing Sounds
        • Heineken Access
        • Heineken Euro 2008
      Oktober 2008 Re-connect to the consumer page
    • 3. 1: Changing consumer behavior - Individualism is a important driver today and tomorrow for consumer behavior
    • 4. New media Oktober 2008 Re-connect to the consumer page
    • 5. Changing the way to connect... Oktober 2008 Re-connect to the consumer page Experience/engagement
    • 6. Oktober 2008 Re-connect to the consumer page
    • 7. 2: Changing media landscape - Technology is main driver behind a changing media landscape
    • 8. The world is changing... Oktober 2008 Re-connect to the consumer page
    • 9. Oktober 2008 Re-connect to the consumer page Einstein Generation Pragmatic Generation Lost Generation Baby Boomers Quiet Generation 2000 1990 1980 1970 1960 1950 1940 1930 Source: Creating new platforms...
    • 10. 2008 Oktober 2008 page Re-connect to the consumer With multi-tasking consumers…
    • 11. Consuming interactive media… Oktober 2008 page Re-connect to the consumer On the Internet: average time in minutes per day (people >20yrs) +85%
    • 12. However… Media attention 2008: average time in minutes per day (people >20yrs) 2008 Oktober 2008 page Re-connect to the consumer
    • 13. Besides... Oktober 2008 Re-connect to the consumer page
    • 14. A different ballgame is needed... Oktober 2008 Re-connect to the consumer page From To One way Product advantages and USP’s Media Driven Transaction customer Mass Marketing Two way Interactive Emotions and experiences ‘ Connection points’ Customer relationships One > some / One on one From Channel Driven To one consumer minded Source:
    • 15. At the core... Oktober 2008 Re-connect to the consumer page “ We are not selling a product, we are selling a smile” - A.H. Heineken -
    • 16. 5 ways to connect Transaction Exposure Engagement Relation Interaction
      • Communication to stimulate transaction
      • Heineken The City, Heineken Access
      • Activities to engage consumers
      • Heineken The City
      • Heineken Refreshing Sounds
      • Euro 2008
      • Communication to create awareness
      • ATL
      Communication to interact with consumers - Design Your Heineken
      • 1-1 long term based communication
      • Access
      • Club Beertender
      Brand domain Oktober 2008 page Re-connect to the consumer
    • 17.  
    • 18.  
    • 19. Designyourheineken.nl Oktober 2008 pagina Re-connect to the consumer
    • 20. Oktober 2008 Re-connect to the consumer page
    • 21. Oktober 2008 Re-connect to the consumer page PERKONOMICS(*): A new breed of perks and privileges, added to brands' regular offerings, is satisfying consumers’ ever-growing desire for novel forms of status and/or convenience , across all industries. The benefits for brands are equally promising: from escaping commoditization , to showing empathy in turbulent times. One to have firmly on your radar in 2009. (*) Trendwatching.com/briefing The idea
    • 22. Heineken Access
      • Platform that offers consumers access to all Heineken entertainment. Includes:
        • A loyalty program , based on Heineken credit card incl. RFID.
        • Delivering straight advantages and unique services & experiences (VVV’s) around sectors music, sports and movies.
        • Centered around an on-line (also mobile) platform.
        • Based on a business model, generating cash and traffic (to on- and off-premise).
      page Oktober 2008 Re-connect to the consumer
    • 23. How does it work? Oktober 2008 Re-connect to the consumer page
      • Members
      • Extra VVV’s
      • RFID
      • Non members, non cardholders
      • Information (Reviews, agenda etc…)
      • Members, non card holders
      • Shop (tickets, downloads etc…)
      • Loyalty program with “e”
    • 24. The VVV’s
      • Voorrecht (privileges):
      • highest emotional value
        • Access to ‘Memorable Real Life Experiences’
        • Pre-release reservation
        • Sold-out concert entree pass
      • Voorrang (advancement):
      • high emotional value
        • VIP lobby’s & treatment
        • Backstage passes
        • Meet & greet, experiences
        • Being the first in line
      • Voordeel (advantages):
      • high rational value (= €)
        • Price reductions on tickets, downloads etc.
      Bring sponsorships in the heart of our consumers Oktober 2008 page Re-connect to the consumer
    • 25.  

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