Marketing the real deal:
What they don’t teach you

Maastricht, September 23rd, 2010
Copyright © Fairchild
Content
1. Real marketing

2. How it works

3. How we do it




                        100923-mar-mu-guestlecture
       ...
Who am I?

            Rutger Teunissen

            UM Graduate 2006

                 Thesis
    The influence of regula...
Who am I?

             Unilever

       Consultant @ Fairchild

    Owner of www.klusopedia.nl


       Why? Cause I need...
How to find me?




    rutger.teunissen@fairchild.nl

 www.twitter.com/rutgerteunissen



                        100923-...
My first lesson


What could I, a young kid that just graduated, teach all of
these professional companies, these big bran...
My second lesson

 I invented Youtube and Facebook… Sadly, there were 10,000
people just like me. Only two actually launch...
Let’s get started!




LESSON 3: It’s not about performing your task the best, but
it’s about being attentive, and being a...
1. Real marketing




            100923-mar-mu-guestlecture
       9       Copyright © Fairchild
What the textbooks say…
                             Product
                            Leadership
                      ...
What the textbooks say…

           Existing products    New products



   New       Market              Product
markets ...
What the textbooks say…


 100%

                 13,6              13,6        13,6      13,6                            ...
What practice
  tells us




           100923-mar-mu-guestlecture
     13       Copyright © Fairchild
So real marketing is…



Hard work!




          100923-mar-mu-guestlecture
     14      Copyright © Fairchild
Real marketing is…




       Return On
       Customer
      Interaction


       100923-mar-mu-guestlecture
 15       Co...
Real marketing is…




    The way you
 pick up the phone




                          100923-mar-mu-guestlecture
       ...
Real marketing is…         The box your
                          product comes in




                          100923-ma...
Real marketing is…




    The tone of voice of your website
                          100923-mar-mu-guestlecture
        ...
Real marketing is…




     Parking space at your company
                          100923-mar-mu-guestlecture
           ...
Real marketing is…




Selecting the right customers
                      100923-mar-mu-guestlecture
                20  ...
Real marketing is…

Marketing is not all about theory. It’s not about Ansoff, or
Porter or putting segments into a tiny bo...
It’s not the best strategy that wins
       but the best execution


                       100923-mar-mu-guestlecture
   ...
2. H
    ow
       it w
           ork
              s




                       100923-mar-mu-guestlecture
             ...
2. H               Knowing your customer
    ow             Defining strategy
       it w        Creating a unique proposi...
Knowing your customer




                        100923-mar-mu-guestlecture
                  25       Copyright © Fairch...
Knowing your customer




LESSON 5: Research is paper, make sure
you really know your customer. So don’t
become the market...
Defining strategy
A well-formed strategy
results in healthy growth.




                             100923-mar-mu-guestle...
Defining strategy
Ability to differentiate? Choose your own spot.




                              100923-mar-mu-guestlec...
A good strategy =
your one message
   to the world
       100923-mar-mu-guestlecture
  29      Copyright © Fairchild
NOT


           100923-mar-mu-guestlecture
      30      Copyright © Fairchild
NOT


      100923-mar-mu-guestlecture
 31      Copyright © Fairchild
NOT




      100923-mar-mu-guestlecture
 32      Copyright © Fairchild
Defining Strategy




       What about                                     ?
                         100923-mar-mu-guest...
Creating a unique
   proposition




                     100923-mar-mu-guestlecture
                34      Copyright © F...
What is a proposition?

Your key promise based on these questions
 Who is your customer?
 What are his deeper needs?
 What...
Wake up!




           100923-mar-mu-guestlecture
   36         Copyright © Fairchild
Proposition Wake-up light
Insight
  With a regular alarm, people wake up disruptively
                                    ...
Nespresso voorbeeld erin zetten in zelfde format als v
wakeuplight




                                     100923-mar-mu-...
Proposition Nespresso
 Insight
Nespresso voorbeeld erin zetten in zelfde format als v
   People enjoy the luxury of barist...
Delivering the front


So we have this nice marketing strategy and
     proposition. How do we realize it?




           ...
LESSON 6: Promotion is only the tip of the Iceberg.




                                     100923-mar-mu-guestlecture
  ...
Brand
           What tastes better?




Brown drink with
• Carbonated water
• Sugar
• Color
• Food acid
• Plant extracts
...
Brand




Use every chance to spread the word
                        100923-mar-mu-guestlecture
                 43      ...
Product



Be remarkable!




             100923-mar-mu-guestlecture
     44         Copyright © Fairchild
100923-mar-mu-guestlecture
45      Copyright © Fairchild
Price                                                          ULTIMATE DEAL



     If you become a customer now you will...
Customer contact




                      I’m a client




    I’m becoming a client                        I’m leaving

...
Customer contact
    Every interaction is a business opportunity
      Client asks a question
          about moving
     ...
Customer contact
Every interaction is a business opportunity

    €
         Sale
         Retention
         Service requ...
Customers




          All customers are different
   All people want to be treated differently
                         ...
Not all customers are desirable customers
                           100923-mar-mu-guestlecture
                   51     ...
Delivering the back
                           100923-mar-mu-guestlecture
                      52      Copyright © Fairch...
Delivering the back
Should marketing be a department or a method?

Department
Central in organization
Manages and delivers...
Delivering the back
People are crucial
 From IT to the receptionist
 From the CEO to the call agent




  EVERYONE should ...
3. How we do it

  1. Making decisions                    2. Making it work
Marketing strategy & tactics        Operations...
Return On
Customer
Interaction

     100923-mar-mu-guestlecture
56      Copyright © Fairchild
Our Job - Clients




                         Nederland




                                     100923-mar-mu-guestlectu...
Frequently Asked Questions

                     We have a promising concept.
                     How do we enter the mar...
The point




  We are strategic marketing consultants
     Just like you we are academics
                         100923...
We love strategy, new theories
    and complex decisions
        However…




                   100923-mar-mu-guestlectur...
Results are achieved on the work floor,
                 in practice.
Marketers need to combine strategic insight
     wit...
100923-mar-mu-guestlecture
62      Copyright © Fairchild
Rutger Teunissen          rutger.teunissen@fairchild.nl
Lisanne Schoemaker        lisanne.schoemaker@fairchild.nl




Ener...
Upcoming SlideShare
Loading in …5
×

Fairchild on marketing in practice

642 views

Published on

Guest lecture at Maastricht University on the differences between theoritical marketing and the real life issues.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
642
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Fairchild on marketing in practice

  1. 1. Marketing the real deal: What they don’t teach you Maastricht, September 23rd, 2010 Copyright © Fairchild
  2. 2. Content 1. Real marketing 2. How it works 3. How we do it 100923-mar-mu-guestlecture 2 Copyright © Fairchild
  3. 3. Who am I? Rutger Teunissen UM Graduate 2006 Thesis The influence of regulatory focus on ad effectiveness Brilliant but useless 100923-mar-mu-guestlecture 3 Copyright © Fairchild
  4. 4. Who am I? Unilever Consultant @ Fairchild Owner of www.klusopedia.nl Why? Cause I needed it 100923-mar-mu-guestlecture 4 Copyright © Fairchild
  5. 5. How to find me? rutger.teunissen@fairchild.nl www.twitter.com/rutgerteunissen 100923-mar-mu-guestlecture 5 Copyright © Fairchild
  6. 6. My first lesson What could I, a young kid that just graduated, teach all of these professional companies, these big brands, with big buildings, and guys with expensive suits? LESSON 1: Most companies don’t really execute their strategies. Most of them hardly form strategies. By September, most managers rush to write their annual plans to get the budgets they need for things they can’t really foresee now. Is that strategy by the book? 100923-mar-mu-guestlecture 6 Copyright © Fairchild
  7. 7. My second lesson I invented Youtube and Facebook… Sadly, there were 10,000 people just like me. Only two actually launched Youtube and Facebook. I wasn’t one of them. LESSON 2: You guys are smart, critical, some even creative. Wow! As soon as you enter the business world you’re going to rock and change the world. Lesson: Marketers aren’t worth anything without finance, process owners, IT, R&D etc. All those people that eat pizzas and like programming difficult formulas. 100923-mar-mu-guestlecture 7 Copyright © Fairchild
  8. 8. Let’s get started! LESSON 3: It’s not about performing your task the best, but it’s about being attentive, and being able to quickly respond to changes in the environment. That’s marketing in practice. 100923-mar-mu-guestlecture 8 Copyright © Fairchild
  9. 9. 1. Real marketing 100923-mar-mu-guestlecture 9 Copyright © Fairchild
  10. 10. What the textbooks say… Product Leadership ‘best product’ Product Differentiation Operational Customer Competence Responsive Operational Customer Excellence Intimacy ‘best total cost’ ‘best total solution’ © Treacy & Wiersema 100923-mar-mu-guestlecture 10 Copyright © Fairchild
  11. 11. What the textbooks say… Existing products New products New Market Product markets penetration development Existing markets Market Diversification development © Ansoff 100923-mar-mu-guestlecture 11 Copyright © Fairchild
  12. 12. What the textbooks say… 100% 13,6 13,6 13,6 13,6 7% 80% 10% 32.0 32.0 32.0 32.0 60% 21% 40% 62% 30.0 30.0 30.0 30.0 20% 24.4 24.4 24.4 24.4 0% 2000 2006 2010 2020 < 50K 50K - 75K 19 jaar en jonger 20 - 39 jaar 40 - 64 jaar 65 jaar en ouder 75K - 100K > 100 K 100923-mar-mu-guestlecture 12 Copyright © Fairchild
  13. 13. What practice tells us 100923-mar-mu-guestlecture 13 Copyright © Fairchild
  14. 14. So real marketing is… Hard work! 100923-mar-mu-guestlecture 14 Copyright © Fairchild
  15. 15. Real marketing is… Return On Customer Interaction 100923-mar-mu-guestlecture 15 Copyright © Fairchild
  16. 16. Real marketing is… The way you pick up the phone 100923-mar-mu-guestlecture 16 Copyright © Fairchild
  17. 17. Real marketing is… The box your product comes in 100923-mar-mu-guestlecture 17 Copyright © Fairchild
  18. 18. Real marketing is… The tone of voice of your website 100923-mar-mu-guestlecture 18 Copyright © Fairchild
  19. 19. Real marketing is… Parking space at your company 100923-mar-mu-guestlecture 19 Copyright © Fairchild
  20. 20. Real marketing is… Selecting the right customers 100923-mar-mu-guestlecture 20 Copyright © Fairchild
  21. 21. Real marketing is… Marketing is not all about theory. It’s not about Ansoff, or Porter or putting segments into a tiny box. LESSON 4: Marketing is about focusing on creating best value for your (potential) customers. Sometimes marketing is picking up the phone just a bit sooner, sometimes it’s designing a box that is so cool, everybody keeps it. It’s about delivering on all aspects of business, how small they might be by themselves. 100923-mar-mu-guestlecture 21 Copyright © Fairchild
  22. 22. It’s not the best strategy that wins but the best execution 100923-mar-mu-guestlecture 22 Copyright © Fairchild
  23. 23. 2. H ow it w ork s 100923-mar-mu-guestlecture 23 Copyright © Fairchild
  24. 24. 2. H Knowing your customer ow Defining strategy it w Creating a unique proposition ork Delivering the front s Delivering the back 100923-mar-mu-guestlecture 24 Copyright © Fairchild
  25. 25. Knowing your customer 100923-mar-mu-guestlecture 25 Copyright © Fairchild
  26. 26. Knowing your customer LESSON 5: Research is paper, make sure you really know your customer. So don’t become the marketing manager who hasn’t seen his customers in twenty years. 100923-mar-mu-guestlecture 26 Copyright © Fairchild
  27. 27. Defining strategy A well-formed strategy results in healthy growth. 100923-mar-mu-guestlecture 27 Copyright © Fairchild
  28. 28. Defining strategy Ability to differentiate? Choose your own spot. 100923-mar-mu-guestlecture 28 Copyright © Fairchild
  29. 29. A good strategy = your one message to the world 100923-mar-mu-guestlecture 29 Copyright © Fairchild
  30. 30. NOT 100923-mar-mu-guestlecture 30 Copyright © Fairchild
  31. 31. NOT 100923-mar-mu-guestlecture 31 Copyright © Fairchild
  32. 32. NOT 100923-mar-mu-guestlecture 32 Copyright © Fairchild
  33. 33. Defining Strategy What about ? 100923-mar-mu-guestlecture 33 Copyright © Fairchild
  34. 34. Creating a unique proposition 100923-mar-mu-guestlecture 34 Copyright © Fairchild
  35. 35. What is a proposition? Your key promise based on these questions Who is your customer? What are his deeper needs? What do we promise/what is our solution? What are the advantages for the customer How is it unique? What proof do we have? Insight Needs Promise Proof 100923-mar-mu-guestlecture 35 Copyright © Fairchild
  36. 36. Wake up! 100923-mar-mu-guestlecture 36 Copyright © Fairchild
  37. 37. Proposition Wake-up light Insight With a regular alarm, people wake up disruptively ch? mu Needs s as time Waking up on time, stress less and full8of energy 7- o pay Promise yt Waking up naturally ers h app m usto Proof arec y Lights Wh slowly go brighter, relaxing nature sounds Academic research 100923-mar-mu-guestlecture 37 Copyright © Fairchild
  38. 38. Nespresso voorbeeld erin zetten in zelfde format als v wakeuplight 100923-mar-mu-guestlecture 38 Copyright © Fairchild
  39. 39. Proposition Nespresso Insight Nespresso voorbeeld erin zetten in zelfde format als v People enjoy the luxury of barista coffee and complain about wakeuplight coffee their home ch? mu s as ime Needs 7-8t pay People want to enjoy special coffee experiences at home o yt Promise h app rs me experience at home. What else? sto Easily the best coffee u arec y Proof Wh Taste and luxury flavors, usability, design, George Clooney, price, distribution 100923-mar-mu-guestlecture 39 Copyright © Fairchild
  40. 40. Delivering the front So we have this nice marketing strategy and proposition. How do we realize it? 100923-mar-mu-guestlecture 40 Copyright © Fairchild
  41. 41. LESSON 6: Promotion is only the tip of the Iceberg. 100923-mar-mu-guestlecture 41 Copyright © Fairchild
  42. 42. Brand What tastes better? Brown drink with • Carbonated water • Sugar • Color • Food acid • Plant extracts • Flavor • Caffeine 100923-mar-mu-guestlecture 42 Copyright © Fairchild
  43. 43. Brand Use every chance to spread the word 100923-mar-mu-guestlecture 43 Copyright © Fairchild
  44. 44. Product Be remarkable! 100923-mar-mu-guestlecture 44 Copyright © Fairchild
  45. 45. 100923-mar-mu-guestlecture 45 Copyright © Fairchild
  46. 46. Price ULTIMATE DEAL If you become a customer now you will get a discount of 200% and you will get a free laptop As soon as you are our customer we will ignore you and let you overpay on our products and services and make the terms so impossible you won’t be able to get out. Question: ? Existing customers pay more than new customers. Is this way of doing viable business on the long term? 100923-mar-mu-guestlecture 46 Copyright © Fairchild
  47. 47. Customer contact I’m a client I’m becoming a client I’m leaving 100923-mar-mu-guestlecture 47 Copyright © Fairchild
  48. 48. Customer contact Every interaction is a business opportunity Client asks a question about moving Client complains Client has suboptimal Energy product Company € Client is € Customer ‘single fuel’ Lifecycle € € € € Client does not log in Client ends contract 100923-mar-mu-guestlecture 48 Copyright © Fairchild
  49. 49. Customer contact Every interaction is a business opportunity € Sale Retention Service request € Cross- & up-sell Payment Information request Complaint LESSON 7: Companies need a holistic approach to customer contact where sales and service unite. 100923-mar-mu-guestlecture 49 Copyright © Fairchild
  50. 50. Customers All customers are different All people want to be treated differently 100923-mar-mu-guestlecture 50 Copyright © Fairchild
  51. 51. Not all customers are desirable customers 100923-mar-mu-guestlecture 51 Copyright © Fairchild
  52. 52. Delivering the back 100923-mar-mu-guestlecture 52 Copyright © Fairchild
  53. 53. Delivering the back Should marketing be a department or a method? Department Central in organization Manages and delivers to other departments Method Everyone is a marketer Every department has a marketer that guards customer’s wishes 100923-mar-mu-guestlecture 53 Copyright © Fairchild
  54. 54. Delivering the back People are crucial From IT to the receptionist From the CEO to the call agent EVERYONE should work with the customer in mind and according to the proposition they made! 100923-mar-mu-guestlecture 54 Copyright © Fairchild
  55. 55. 3. How we do it 1. Making decisions 2. Making it work Marketing strategy & tactics Operations/Project management 100923-mar-mu-guestlecture 55 Copyright © Fairchild
  56. 56. Return On Customer Interaction 100923-mar-mu-guestlecture 56 Copyright © Fairchild
  57. 57. Our Job - Clients Nederland 100923-mar-mu-guestlecture 57 Copyright © Fairchild
  58. 58. Frequently Asked Questions We have a promising concept. How do we enter the market successfully? How do we develop Our market is declining. a loyalty program? How do we create growth? How can we make our How can our business customer contact become profitable? profitable? How can we introduce How can we segment our our product to the market and differentiate our premium segments? offering? 100923-mar-mu-guestlecture 58 Copyright © Fairchild
  59. 59. The point We are strategic marketing consultants Just like you we are academics 100923-mar-mu-guestlecture 59 Copyright © Fairchild
  60. 60. We love strategy, new theories and complex decisions However… 100923-mar-mu-guestlecture 60 Copyright © Fairchild
  61. 61. Results are achieved on the work floor, in practice. Marketers need to combine strategic insight with entrepreneurial pragmatism. 100923-mar-mu-guestlecture 61 Copyright © Fairchild
  62. 62. 100923-mar-mu-guestlecture 62 Copyright © Fairchild
  63. 63. Rutger Teunissen rutger.teunissen@fairchild.nl Lisanne Schoemaker lisanne.schoemaker@fairchild.nl Energize Your Business Hooghiemstraplein 142 P.O. Box 13321 T +31 (0)30 254 5680 3514 AZ Utrecht 3507 LH Utrecht F +31 (0)30 254 5736 The Netherlands www.fairchild.nl E info@fairchild.nl 100923-mar-mu-guestlecture 63 Copyright © Fairchild

×