Jan van den bergh Kauri Gent


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Als medestichter en eerste Voorzitter van Kauri was het een hele eer nog eens uit te leggen waarom die aanraders zo belangrijk zijn.

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Jan van den bergh Kauri Gent

  1. 1. Aanraders  beïnvloeden  20-­‐50%  van  alle  aankoopbeslissingen.  
  2. 2. Aanraders  beïnvloeden.  Willens  nillens.  
  3. 3. Aanraders  doen  het  hoe  langer  hoe  meer.  
  4. 4. Aanraders  raden  niet  alleen  aan,  ze  kopen  vaak  ook  opnieuw  en  zijn  …  vergevingsgezind.  
  5. 5. Aanraders  doen  het  -­‐nog  steeds-­‐  in  hoofdzaak  offline.  
  6. 6. While retailers were initially terrified of what bad reviews could do to their bottomline, theyve since witnessed the power of a rave review and embraced the practice. Despiteinitial fears, says Craig Berman, Amazons vice president of global communications, productreviews have only served to increase their customer loyalty. "It helped us build customertrust," he says. "It put us in a special place with customers in that they could come to thesite and get honest and comprehensive — and over time, very substantial — firsthandknowledge from other customers." Berman says the company has some reviewers whotake online shopping to heart. "There are some customers who are extraordinarily proud ofbeing one of our top reviewers — they take their job really seriously." Some of Amazonscustomers are voracious readers who consider it their duty to review one or twobooks every single week. While the company may have come a long way from itsroots, the companys original specialty has not been forgotten.Read more: http://www.time.com/time/business/article/0,8599,2004089,00.html#ixzz2TvUHmQBFJuly 16, 1995““
  7. 7. Kopen  en  intens  verder  “verkopen”.  
  8. 8. Welke  dingen  raden  aanraders  aan?  
  9. 9. De  moIeven  van  die  aanraders?  
  10. 10. Despite the broad agreement, the American retail giantsWal-Mart Stores and Gap have declined to endorse the pact,citing legal concerns. Both say they will continue pursuingtheir own worker safety programs.For many activists, the question is why H&M, with itsoutsize influence in the apparel industry, did not take thatstep sooner — especially after a deadly fire in 2010 killed 21people at the Garib & Garib sweater factory in Bangladesh,for which H&M was a major customer.“This was exactly the right thing to do three years ago — butthey didn’t do it,” said Ineke Zeldenrust, internationalcoordinator for the Clean Clothes Campaign, a groupopposing sweatshops, based in Amsterdam. Moving sooner,she said, “could have helped avoid these deaths.”Even after the Rana Plaza disaster, H&M requiredpersuading, said Jyrki Raina, the general secretary forIndustriALL Global Union, a federation of 50 millionworkers from 140 countries who also negotiated the bindingaccord with H&M and other retailers. “Unless they werereally pushed,” he said, “we would not be where we aretoday.”
  11. 11. Wat  is  er  ondertussen  met  de  reclame  gebeurd?    “Don’t trust it. Nothing but lies. I’ll ask my friends or colleagues”“I don’t care. Will search when Ineed something.”“Haven’t even seen it.”“Nice ad, but so what?Not relevant for me.”“So stupid”.“Too many ads.I avoid them”“Not for me. I just bought my stuff”
  12. 12. youyouyouAd agencyBrandAdsMedia
  13. 13. 1980-­‐1990:Adver,sing  +10%  =  +2.2%  marketshare  2008:Adver,sing  +20%  =  +2.2%  marketshare  “  ….  the  authors  conduct  a  meta-­‐analysis  of  751  short-­‐term  and  402  long-­‐term  direct-­‐to-­‐consumer  brand  adver?sing  elas?ci?es  es?mated  in  56  studies  published  between  1960  and  2008.  the  study  finds  several  new  empirical  generaliza?ons  about  adver?sing  elas?city.  the  most  important  are  as  follows:  the  average  short-­‐term  adver?sing  elas?city  is  .12,  which  is  substan?ally  lower  than  the  prior  meta-­‐analy?c  mean  of  .22;  there  has  been  a  decline  in  the  adver?sing  elas?city  over  ?me.”  Gerard  Tellis,  PhD  Michigan,  is  Professor  of  Marke,ng,  Management,  and  Organiza,on,  Neely  Chair  of  American  Enterprise,  and  Director  of  the  Center  for  Global  Innova,on,  at  the  USC  Marshall  School  of  Business.  He  is  Dis,nguished  Visitor  of  Marke,ng  Research,  Erasmus  University,  RoUerdam  and  has  been  Visi,ng  Chair  of  Marke,ng,  Strategy,  and  Innova,on  at  the  Judge  Business  School,  Cambridge  University,  UK.  Tellis  specializes  in  the  areas  of  innova,on,  adver,sing,  global  strategy,  market  entry,  new  product  growth,  promo,on,  and  pricing.  Prof.  Dr.  Gerard  Tellis  
  14. 14. En  toch  groeiden  de  reclame-­‐uitgaven  (in  de  US)  sneller  dan  BNP  en  Mediaan  Salaris  
  15. 15. En  het  gaat  maar  door.  Ook  al  had  Europa  een  dipje  in  2012.  
  16. 16. Ondanks  alles  groeien  de  reclame-­‐uitgaven  straks  gewoon  door.  Hoe  komt  dat?    +7% +3,8% +3,8% +4,6% +5,2% YOY-growth20102011201220132014Amazon spent$500 million $557 billion in 2012
  17. 17. Aankoop-, productie-,hr-kosten: lager en lager.Verkoopprijs en verkoopvolumemaximaliserenWinst(maximalisatie)Reclame was één vande sterkste middelenom Volume en Margesde hoogte in te jagenen Nieuwe Markten teveroveren.
  18. 18. Het  verschil  tussen  een  aanradersbier  en  een  “reclamebiertje”.  http://www.ratebeer.com/
  19. 19. Het  verschil  tussen  het  vermogen  vergaard  via  het  “reclamebiertje”  en  het  aanradersbier.  € 270 million$11 billion
  20. 20. Een  deel  van  de  1%  …  die  hebben  reclame  nodig.  Ook  in  China!  ”Verdienen  deze  10%  “rijken”  maar  7.000€  /  jaar  of  …  15  à    16.000?”  For  2012,  the  na,onal  G.D.P.  figure  is  es,mated  to  be  nearly  52  trillion  renminbi  (about  $8.3  trillion,)  while  the  provincial  total  was  nearly  58  trillion  (about  $9.3  trillion.)  “Media  exposes  total  G.D.P.  of  all  provinces  exceeds  na,onal  G.D.P.  by  over  5  trillion  renminbi,”  (the  exact  figure  was  5.76  trillion,)  a  headline  announced  in  the  21CN  News.  The  gap  is  gefng  bigger,  fast:  in  2009,  total  provincial  G.D.P.  was  nearly  2.7  trillion  more  than  na,onal  G.D.P.;  in  2010  it  was  more  than  3  trillion;  in  2011  it  was  4.6  trillion,  the  Beijing  News  reported.  In  a  chain  of  exaggera,on  that  begins  at  the  village  or  county  level,  the  figures  pile  up  un,l  they  overreach  any  possible  na,onal  total,  the  ar,cles  indicate.  9% 9% 1%10% 10% 10% 10% 10% 10% 10% 10% 10%Weinig verdieners Veel verdienersMinder  dan  2€  per  dag  Meer  dan  40€  per  dag  
  21. 21. Grote  markten.  Grote  reclamelanden.    Grote  Gini-­‐kampioenen.  0.474  or  0.61?  0.469  
  22. 22. Griekenland  zonder  reclame.    Winter  2013  -­‐  De  Morgen  Dank  voor  het  luisteren.  Vragen  mailen  op  jevedebe@gmail.com  
  23. 23. Annex.  
  24. 24. Op  80,000  restaurants  in  Fr  minder  dan  10%  garanderen  dat  de  ingrediënten  vers  zijn  schotels  ter  plekke  klaargemaakt.    Vlees, wijn, groenten en arbeid voor Boeuf Bourguignon = €3.53Hetzelfde kant-en-klaar van Davigel (Nestlé) = €3.1Verschil = 10%Verkoopprijs in restaurant blijft €18“Restaurant owners argue that the 36.3% increase in real terms in Frances minimum wage since 1990has forced them to cut costs aggressively to preserve their profit margins.”1995: minst betaalde hulp = €12,610/jaar2012: minst betalade hulp = €25,153/jaar
  25. 25. “We  hebben  de  media  nodig.  Ze  coveren  in  ieder  geval  de  schandalen.”  hUp://www.slideshare.net/EdelmanInsights/global-­‐deck-­‐2013-­‐edelman-­‐trust-­‐barometer-­‐16086761  
  26. 26. De  Chinezen  “vertrouwen”  hun  banken.    Wij  niet.  
  27. 27. De  zeer  geliefde  banken  in  China.