Heineken - Floris Cobelens

4,943 views

Published on

Published in: Education
5 Comments
10 Likes
Statistics
Notes
No Downloads
Views
Total views
4,943
On SlideShare
0
From Embeds
0
Number of Embeds
209
Actions
Shares
0
Downloads
0
Comments
5
Likes
10
Embeds 0
No embeds

No notes for slide
  • Heineken - Floris Cobelens

    1. 1. Re-connect to the consumer Emerce Insight, Oktober 30 th 2008
    2. 2. Agenda <ul><li>The world is changing! </li></ul><ul><ul><li>Consumer behavior </li></ul></ul><ul><ul><li>Media landscape </li></ul></ul><ul><li>Time for a new approach… </li></ul><ul><ul><li>Heineken The City </li></ul></ul><ul><ul><li>Designyourheineken.nl </li></ul></ul><ul><ul><li>Heineken Refreshing Sounds </li></ul></ul><ul><ul><li>Heineken Access </li></ul></ul><ul><ul><li>Heineken Euro 2008 </li></ul></ul>Oktober 2008 Re-connect to the consumer page
    3. 3. 1: Changing consumer behavior - Individualism is a important driver today and tomorrow for consumer behavior
    4. 4. New media Oktober 2008 Re-connect to the consumer page
    5. 5. Changing the way to connect... Oktober 2008 Re-connect to the consumer page Experience/engagement
    6. 6. Oktober 2008 Re-connect to the consumer page
    7. 7. 2: Changing media landscape - Technology is main driver behind a changing media landscape
    8. 8. The world is changing... Oktober 2008 Re-connect to the consumer page
    9. 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. 10. 2008 Oktober 2008 page Re-connect to the consumer With multi-tasking consumers…
    11. 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. 12. However… Media attention 2008: average time in minutes per day (people >20yrs) 2008 Oktober 2008 page Re-connect to the consumer
    13. 13. Besides... Oktober 2008 Re-connect to the consumer page
    14. 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. 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. 16. 5 ways to connect Transaction Exposure Engagement Relation Interaction <ul><li>Communication to stimulate transaction </li></ul><ul><li>Heineken The City, Heineken Access </li></ul><ul><li>Activities to engage consumers </li></ul><ul><li>Heineken The City </li></ul><ul><li>Heineken Refreshing Sounds </li></ul><ul><li>Euro 2008 </li></ul><ul><li>Communication to create awareness </li></ul><ul><li>ATL </li></ul>Communication to interact with consumers - Design Your Heineken <ul><li>1-1 long term based communication </li></ul><ul><li>Access </li></ul><ul><li>Club Beertender </li></ul>Brand domain Oktober 2008 page Re-connect to the consumer
    17. 19. Designyourheineken.nl Oktober 2008 pagina Re-connect to the consumer
    18. 20. Oktober 2008 Re-connect to the consumer page
    19. 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
    20. 22. Heineken Access <ul><li>Platform that offers consumers access to all Heineken entertainment. Includes: </li></ul><ul><ul><li>A loyalty program , based on Heineken credit card incl. RFID. </li></ul></ul><ul><ul><li>Delivering straight advantages and unique services & experiences (VVV’s) around sectors music, sports and movies. </li></ul></ul><ul><ul><li>Centered around an on-line (also mobile) platform. </li></ul></ul><ul><ul><li>Based on a business model, generating cash and traffic (to on- and off-premise). </li></ul></ul>page Oktober 2008 Re-connect to the consumer
    21. 23. How does it work? Oktober 2008 Re-connect to the consumer page <ul><li>Members </li></ul><ul><li>Extra VVV’s </li></ul><ul><li>RFID </li></ul><ul><li>Non members, non cardholders </li></ul><ul><li>Information (Reviews, agenda etc…) </li></ul><ul><li>Members, non card holders </li></ul><ul><li>Shop (tickets, downloads etc…) </li></ul><ul><li>Loyalty program with “e” </li></ul>
    22. 24. The VVV’s <ul><li>Voorrecht (privileges): </li></ul><ul><li>highest emotional value </li></ul><ul><ul><li>Access to ‘Memorable Real Life Experiences’ </li></ul></ul><ul><ul><li>Pre-release reservation </li></ul></ul><ul><ul><li>Sold-out concert entree pass </li></ul></ul><ul><li>Voorrang (advancement): </li></ul><ul><li>high emotional value </li></ul><ul><ul><li>VIP lobby’s & treatment </li></ul></ul><ul><ul><li>Backstage passes </li></ul></ul><ul><ul><li>Meet & greet, experiences </li></ul></ul><ul><ul><li>Being the first in line </li></ul></ul><ul><li>Voordeel (advantages): </li></ul><ul><li>high rational value (= €) </li></ul><ul><ul><li>Price reductions on tickets, downloads etc. </li></ul></ul>Bring sponsorships in the heart of our consumers Oktober 2008 page Re-connect to the consumer

    ×