In Consumers We Trust
Marke&ng & Communica&ons in Crisis *
* Maurice Maas
Amsterdam, 2009
maurice@frenzyme.com

The Internet has transformed
marke&ng and communica&ons
The ini&a&ve has moved to the Consumer
maurice@frenzyme.com

7 coherent trends
are catalysed by the
current global crisis
maurice@frenzyme.com

1
Consumer gets even more
self directed
BoEomline, who suffers the consequence of
choices made and risks taken?
maurice@frenzyme.com

2
The real compe&&on is
cluEer
product cluEer ‐ feature cluEer ‐ adver&sing
cluEer ‐ message cluEer ‐ media cluEer
maurice@frenzyme.com

3
Consumer demands
transparancy and simplicity
Choice paralysis, liEle &me, no risk
no understanding = no buying
maurice@frenzyme.com

4
Consumer seeks authen&city
First do good, then tell it
Customer experience is as real as it can get
maurice@frenzyme.com

5
Consumer listens even more to
opinions of others
Verifying the value of adver&sed informa&on
with people one trusts
maurice@frenzyme.com

6
Consumer checks on ethics
Company and people
behind brand and product
maurice@frenzyme.com

7
Consumer prefers nearby
before global
Not the bigger the be)er
but social and cultural affinity
maurice@frenzyme.com

7 trends demand for
a different marke&ng approach
Bo)om‐up versus Top‐down
maurice@frenzyme.com

Care about consumers
as human beings and
concerned ci&zens
Consumer concern
becomes consumer demand

Marke&ng = Service
Focus on people in search ‐
listen and facilitate finding
Consumer experience rules
Need for Trust
maurice@frenzyme.com

Marke&ng = Sales
Focus on people who listen
as consumer and as medium
Unique Buying State before USP
Need for SoluBon
maurice@frenzyme.com

Trusted Business = Consumer Centric
Do good and tell it
criBcal success factor for building trust
maurice@frenzyme.com

How?
See Brand Ac&va&on Strategy
Maurice Maas
maurice@frenzyme.com
+31646443818