Econoshock Guide to Marketing

!"#$%&'()*%++,'+)-#,.)/0%)12,',+0,2$ THE TIMES ARE REALLY CHANGING www.econopolis.be December 2009 Econopolis NV geert.noels@econopolis.be The crisis is changing values and focus... !"#$%&'()*+',-.% !/'0+0('+,)#"#$%& !1(202&'()#"#$%& !10%.3"4%05'.20&%0$ 6,.7"'8%+ !<%##)3.29$: 4,5%#'.%'/ ) !!-.5'5+,)#$.+$%3" !>%&+0;)*2.)&2.%)'0$%.5%0?20 !=0(%.$+'0$" !@@+0;)&2.%)#%(-.'$" 6+(7)$2)(2.%)5+,-%# !88)9:+$)+.%)&")(2.%)5+,-%#)88 !88)9:+$);2%#)$:%)(,'%0$)9+0$)88 3)

Banking crisis from a different perspective /2.?#)A)BCDC%0%.+,%) 6+07DEFGEDB!H DF%%#I'%.#20 :,#&+)A)BCDC%0%.+,%)6+07DEFGE DB!HDF%%#I'%.#20;<=>)<.#, B6E)B&.2)A)E%;%.,+0;#%) J+0;%,#&++$#(:+KK'L)D) M9%0$#(:%)6+07)D) B&#$%.;+&#(:%)6+07)D) H2N%.;+&#(:%)6+07)D) 62-9*20;#)DB&#$%,)<%+#% 9 Loyalty : the forgotten value US corporations lose half their customers every five years. But most managers fail to address that fact head-on by striving to learn why those defectors left. They are making a mistake, because a climbing defection rate is a sign that a business is in trouble. By analysing the causes of defection, managers can learn how to stem the decline and build a successful enterprise. The longer customers stay with a company, the more they are worth. ?

Triple loyalty = Building Sustainable Relationship CLIENTS SHAREHOLDERS CO-WORKERS TRIPLE LOYALTY @ Triple loyalty : how it works Customers Market share evolution Client recommendations Subscriptions Community Co-workers + Job rotation Always restructuring versus stability Stable CEO Shareholders + Co-operative organisations Family-owned companies “Slow investors”

Triple loyalty: reinforcing effect Customers De Morgen become KV Mechelen shareholders Omega Pharma ... Shareholders Co-operative banks become clients Warren Buffett SWIFT/Stock exchanges/... Co-workers Colruyt become The Body Shop shareholders Triple loyalty : examples Customers X Co-workers X X Shareholders X X Double Loya Triple Loyalty Double Loyalty Zero Loyalty A

Distribution loyalty Customers X Co-workers X X Shareholders X X Triple Loyalty Double Loyalty Zero Loyalty Double Loya B Financial services and loyalty Customers X Co-workers X X Shareholders X (X) Triple Loyalty Double Loyalty Zero Loyalty CD

Econoshock: economics is sexy ! CC Less is more ! Less... ...tastes better Less is... ...more attractive Less is... ...more expensive C3

Less is more Europe is not the US ! C9 Less is more ? ! Sustainability will prevail ! Turn deflation into opportunities ! Quality above quantity C?

The Econoshock guide to marketing 5" 6+(7!-/&!8&9!:7-)!$!0&$7! 0$,/:7& ;" <()8!1:%&!=/:7$>!'+-! )7!2)+(!?(&&7! ?1$..&. !" #$%&!'()*+,-.!-/$-! 0$%&!'&)'1&!/&$1-/23! )(!0$%&!'&)'1&!4&&1! /&$1-/2 @" ABCDAB< E" F+$1:.$-:)7!)4!./)'':7? C@ The Econoshock guide to marketing G" A/:-&!'()*+,-.!>!?(&&73! .),:$13!'()4:-$91& H" I+-.0$(-!*&41$-:)73!?)!4)(!.,$(,:-2 CE

8. China is not the only growing market CF 9-10. New Normal : back to historic norms... TRIPLE LOYALTY LESS IS MORE CLIENTS SHAREHOLDERS CO-WORKERS TRIPLE LOYALTY ! Shareholders ! Sustainability will be the key word ! Customers ! Turning deflation into a market ! Co-workers ! Quality > quantity 3

10 Econoshock-lessons for marketeers O@ F+7%)K.2;-($#)$:+$)&+7%)K%2K,%)0%"*/0GP)2.)&+7%)K%2K,%)*%%,) :%+,$:" Q@ H1=)3ID)A)*2(-#P),29%.)(2#$#P)&2.%)'0$%.+(?20)A)#-((%## R@ 4#%%')A)3.29'03),'7%)S:'0+ T@ 6%):20%#$)U)/,J82)K.2;-($#)+.%),'7%)V22&%.+03# W@ KL"*8+"&,')2*)$:%)&+.7%$U)XB,;'Y)5%.#-#))X!:2KK'03)%ZK%.'%0(%Y [@ C2)*2.)MN08/%)7#,OL2/+P)A)3.%%0P)+,28"*)+0;)K.2$+V,% ]@ 6#%"/%)+2"#28/GP)2-$#&+.$);%^+?20 _@ 6%)(.%+?5%P)608'")'#)02$)$:%)20,").2+;)*2.)#-.5'5+, `@ Q#87*%)*,G"*/GU)&+7%)"2-.)(,'%0$#)#:+.%a:2,;%.#P)+0;)5'(%)5%.#+P)&+7%) "2-.)(2a92.7%.#)#:+.%;)92.7%.#)2.)#:+.%:2,;%.#P)+0;)&+7%)"2-.) #:+.%:2,;%.#)"2-.)+&V+##+;2.# Ob@ R%++)8+).,#%U)&+7%)K%2K,%):+KK'%.)9'$:),%## CB Econopolis: 3 activities, 1 focus Information Knowledge - Financial - Economic - Sustainable - Long term view / ION N AT ATIO UC IC ED UN MM CO 9C 3D

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Econoshock Guide to Marketing

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