Aanraders raden niet alleen aan, ze kopen vaak ook opnieuw en zijn … vergevingsgezind.
Aanraders doen het -‐nog steeds-‐ in hoofdzaak oﬄine.
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““
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.”
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”
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
En toch groeiden de reclame-‐uitgaven (in de US) sneller dan BNP en Mediaan Salaris
En het gaat maar door. Ook al had Europa een dipje in 2012.
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
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.
Het verschil tussen een aanradersbier en een “reclamebiertje”. http://www.ratebeer.com/
Het verschil tussen het vermogen vergaard via het “reclamebiertje” en het aanradersbier. € 270 million$11 billion
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
Grote markten. Grote reclamelanden. Grote Gini-‐kampioenen. 0.474 or 0.61? 0.469
Griekenland zonder reclame. Winter 2013 -‐ De Morgen Dank voor het luisteren. Vragen mailen op firstname.lastname@example.org
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
“We hebben de media nodig. Ze coveren in ieder geval de schandalen.” hUp://www.slideshare.net/EdelmanInsights/global-‐deck-‐2013-‐edelman-‐trust-‐barometer-‐16086761
De Chinezen “vertrouwen” hun banken. Wij niet.