boys & girls           departmentsmillion turnover   Internet agency     in 2011            2011
Fun!   Innovative   Helpful
Patrick, the floor is yours!
What is Online Marketing?
What is marketing?Get someone to buy your product.
Why social is important                                               What YOU think                               Attitud...
MP3   Spotify
PDF   Magazine
E-mail   Facebook
Online is more than your laptop!
Some principles
Aim for the heart!or stomach;)
Family, fun, pet, car, house
Same feelings and values.Other media, trends & habits.
Push marketing...
Conversation marketing...
Fans are like eggs:you have to hatch them. Or hunting vs. farming
Functions of conversations
Paid, Owned & Earned              +What friends say                                                                       ...
Marketing = Collaboration                                                     +                                   Consumer...
Webcare: giffgaff in 93 seconds...
Marketing: Old Spicehttp://youtu.be/TXK3Z4JC8S8
Crowdsourcing: Lays                                                                      Or is this plain                 ...
Marmitehttp://www.marmarati.org/   http://youtu.be/cqJWRGxOIsw   http://youtu.be/DAWvKmHKjXY
Goal, Target Group & Persona
Goal        What is your organisation thriving for?   What part of this goal is a marketing responsibility?               ...
Target Group    Write down all the target groups you can think of.A good target group is a specific group related to your g...
Persona    Name and age   Home situationOccupation & employer      Hobbies Motivations & FearsOn what online media?
Today: two concepts                                         Two concepts for eChem products:                              ...
Concept types
Effect conceptAimed at the effect of the product
Comparison concept                                Compare two productshttp://youtu.be/KNnX6XRQBec
Explication concept                              Product features, or the romantic product story.http://youtu.be/eflBLMNpNno
Association conceptKey feature of the product linked to the needs of the consumer.
Concept Tips & Tricks
Link Product with Persona                                                                               Skiing & Running  ...
Turn, Twist & EnlargeWhat do you have to do to get a decline in sales?         Funny or unexpected twist!      Exaggerate ...
Think of your mother...And everything she contributed to who you are now.
What’s the ROIof your mother?Gary Vaynerchuck
Jeroen Heydendael         Patrick Klerksjeroen.heydendael@tamtam.nl     patrick.klerks@tamtam.nl            +31 6 24 87 84...
Invensys training, JP Heydendael, Tam Tam
Invensys training, JP Heydendael, Tam Tam
Invensys training, JP Heydendael, Tam Tam
Invensys training, JP Heydendael, Tam Tam
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Invensys training, JP Heydendael, Tam Tam

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Presentation of the Invensys online marketing training. Summer 2012

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  • Email, direct mail, ads in papers, banners, \n
  • Your friends opinion matters more!\nThis is the time for conversation marketing.\nSocial\n
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  • In 93 seconds....\n
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  • Invensys training, JP Heydendael, Tam Tam

    1. 1. boys & girls departmentsmillion turnover Internet agency in 2011 2011
    2. 2. Fun! Innovative Helpful
    3. 3. Patrick, the floor is yours!
    4. 4. What is Online Marketing?
    5. 5. What is marketing?Get someone to buy your product.
    6. 6. Why social is important What YOU think Attitudes Predicts a ctual behaviour Behavioural Behaviour intention Subjective norms What YOUR FRIENDS thinkTheory of Reasoned Action
    7. 7. MP3 Spotify
    8. 8. PDF Magazine
    9. 9. E-mail Facebook
    10. 10. Online is more than your laptop!
    11. 11. Some principles
    12. 12. Aim for the heart!or stomach;)
    13. 13. Family, fun, pet, car, house
    14. 14. Same feelings and values.Other media, trends & habits.
    15. 15. Push marketing...
    16. 16. Conversation marketing...
    17. 17. Fans are like eggs:you have to hatch them. Or hunting vs. farming
    18. 18. Functions of conversations
    19. 19. Paid, Owned & Earned +What friends say Customer ratings Blogs / reviews Earned User Generated Content & Conversation Own YouTube Facebook Own Video reviews channel community TwitterInfluence on consumers Owned own blog Own website e-mailing Facebook Press releases Adverts SEO Paid SEA Banners Google Ads What brands say - Gebaseerd op model van Starbucks @jeroenpaco + What brands say What people say - Control over content
    20. 20. Marketing = Collaboration + Consumer Panel Crowdsourcing - + Reach Webcare - Marketing - Structural Collaboration / EngagementSteven van Belleghem
    21. 21. Webcare: giffgaff in 93 seconds...
    22. 22. Marketing: Old Spicehttp://youtu.be/TXK3Z4JC8S8
    23. 23. Crowdsourcing: Lays Or is this plain marketing?https://www.facebook.com/LaysNL/app_152538411520576
    24. 24. Marmitehttp://www.marmarati.org/ http://youtu.be/cqJWRGxOIsw http://youtu.be/DAWvKmHKjXY
    25. 25. Goal, Target Group & Persona
    26. 26. Goal What is your organisation thriving for? What part of this goal is a marketing responsibility? What part is online? Define your goal SMART.Business goal Marketing goal Online goal
    27. 27. Target Group Write down all the target groups you can think of.A good target group is a specific group related to your goal. Vote for the most important target group.
    28. 28. Persona Name and age Home situationOccupation & employer Hobbies Motivations & FearsOn what online media?
    29. 29. Today: two concepts Two concepts for eChem products: - Conductivity measurement - pH measurementhttp://iom.invensys.com/campaigns/Pages/Invensys-eChem-home.aspx
    30. 30. Concept types
    31. 31. Effect conceptAimed at the effect of the product
    32. 32. Comparison concept Compare two productshttp://youtu.be/KNnX6XRQBec
    33. 33. Explication concept Product features, or the romantic product story.http://youtu.be/eflBLMNpNno
    34. 34. Association conceptKey feature of the product linked to the needs of the consumer.
    35. 35. Concept Tips & Tricks
    36. 36. Link Product with Persona Skiing & Running Unbreakable Small Loves camping & Uses outdoor RunKeeper app Product Persona features traits Sleek designLightweight Owns a dog Powered by Gadget freak solar cells
    37. 37. Turn, Twist & EnlargeWhat do you have to do to get a decline in sales? Funny or unexpected twist! Exaggerate or enlarge one feature.
    38. 38. Think of your mother...And everything she contributed to who you are now.
    39. 39. What’s the ROIof your mother?Gary Vaynerchuck
    40. 40. Jeroen Heydendael Patrick Klerksjeroen.heydendael@tamtam.nl patrick.klerks@tamtam.nl +31 6 24 87 84 86 +31 6 15 88 02 38 twitter.com/jeroenpaco twitter.com/jesuispie u s!! a ct o nt C

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