2. Beyond the Moon
Juan Pablo Sánchez
Creative Production & Communication
Director
MCI Barcelona Office
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3. This is about
• Instead of traditional statement B2B is
related to B2C.
• New Consumers attitudes.
• How can I take advantage
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4. B2B & B2C
• We live in a “NETWORLD” what happens to
the B2C is linked with the B2B
• Questions:
• How many of you are..
• DMC?
• Venues?
• Event Management companies?
• Others?
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5. B2B & B2C
• How many of you have B2B target?
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6. Same person many attitudes
• we need to analyses target in multiple
dimensions.
• At the end there is a person behind.
• Now Brands are transmitting emotions
and experiences.
• Emotional connection is the key.
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7. Same person, many attitudes
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MIND 5%
conscious
• Reflex ion.
• conscious thinks
• Basic Needs.
• Rationality.
• Prudential.
• Transactional.
• WHAT
HEART 95%
Intuitive
• Go Action.
• Unconscious Thinks
•Stronger needs
• Sense Rationality
•Passion
•Relations
• Benefits
•HOW perceptions.
THE FOCUS IS IN THE HEART NOT IN THE MIND
13. TRANSPARENCY
• I can instantly access information
• I can compare price, performance, etc…
• I can see city, hotel, before to go
• I can check other consumer opinions
about.
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18. Some numbers to convince …
80% of online shopping time is spent researching products rather than buying them. (Tec Crunch)
71% of online shoppers read reviews, making it the most widely read consumer-generated content. (Forrester)
In a test of product conversion with and without product ratings by customers. Conversion nearly doubled, going
from .44% to 1.04% after the same product displayed its five-star rating. (Marketing Experiments Journal)
60 percent of online shoppers provide feedback about a shopping experience, and are more likely to give
feedback about a positive experience than a negative one. (Jupiter Research)
User-generated ratings and reviews are the second most important site feature behind search. Retailers who
adopt ratings and reviews as a differentiator and retention strategy will gain market share. (Jupiter
Research)
In a study of 2,000 shoppers – 92% deemed customer reviews as “extremely” or “very” helpful and ~ 71% used
keyword searches to find products. (eTailing Group)
59% of their users considered customer reviews to be more valuable than expert reviews. (Bizrate)
(Foresee Results Study, 2006)
(Source: BazaarVoice.com)
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19. OXIGEN ONLINE
• This is another Big Trend.
Just consider the fact that
these days, consumers
don't want online access
anywhere/anytime, they
absolutely CRAVE it! From
airports to living rooms to
roof gardens to classrooms
to city parks
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20. OXIGEN ONLINE
• As wireless service was the most requested new service in
surveys of departing guests, the MGM Grand Hotel in Las
Vegas has begun providing wireless internet connections in
all of its 5,034 rooms (source: LVPress.com).
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21. OXIGEN ONLINE
Paris is serious about wireless internet access
and holds ambitions to become the WiFi
capital of the world. 'WiFi Gare' at the Gare
du Nord train station is definitely a good start!
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26. Applying trend information
• 1. Influence or shape your company's vision. (Vision)
• 2. Come up with a new business concept, an entirely
new venture. (New business concepts)
• 3. Add ‘something’ new for a certain customer
segment. (New products, services, experiences)
• 4. Speak the language of those consumers already
‘living’ a trend. (Marketing, advertising, PR)
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