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Maton Sonnnemans, the enterpreneurial marketing code, VODW Marketing, Marketing3, 28 november 2007

Maton Sonnnemans, the enterpreneurial marketing code, VODW Marketing, Marketing3, 28 november 2007

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071128 Pre M3 071128 Pre M3 Presentation Transcript

  • Maton Sonnemans Marketing3, 28 november 2007 Cracking the Entreprenurial Marketing Code
  • Cracking the Entreprenurial Marketing Code Today's marketeer: power or influence?
  • Cracking the Entreprenurial Marketing Code Would you put your own money behind it? View slide
  • "Onze Marketing Afdeling is echt ondernemend" eens - 52% Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50) eens - 82% Marketeers oneens - 18% Overig oneens - 48% View slide
  • Cracking the Entreprenurial Marketing Code C ONNECTED
  • Cracking the Entreprenurial Marketing Code
  • "Onze marketingafdeling heeft goed inzicht in wat er leeft bij de consument en in de markt" oneens - 25% Overig eens - 75% 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 C REATIVE
  • "Op onze marketingafdeling worden creativiteit en innovativiteit sterk gestimuleerd en beloond" oneens - 60% Overig eens - 40% Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50) Marketeers oneens - 73% eens - 27%
  • Cracking the Entreprenurial Marketing Code 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 C ALCULATIVE
  • "Onze marketeers berekenen en weten vooraf en achteraf het rendement op marketingactiviteiten" oneens - 66% Overig eens - 34% Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50) Marketeers oneens - 64% eens - 36%
  • Cracking the Entreprenurial Marketing Code 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 C ONVINCING
  • "Als onze marketeers een plan hebben 'verkopen' ze dit met grote overtuigingskracht" oneens - 36% Overig eens - 64% Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50) Marketeers oneens - 27% eens - 73%
  • "Onze marketeers hebben de regie bij het ontwikkelen en doorvoeren van commerciële strategieën" oneens - 48% Overig eens - 52% Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50) Marketeers oneens - 27% eens - 73%
  • Cracking the Entreprenurial Marketing Code 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
  • Competences & Requirements for the Entreprenurial Organisation CONVINCING CALCULATIVE CREATIVE CONNECTED LEADERS LONGER HORIZON TALENT PROJECT TEAMS
  • Cracking the Entrepreunial Marketing Code