Don't Push 3 - Koen Denolf over Brand Utilities

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Koen Denolf, bedrijfsleider en marketingstrateeg van markee en Het Salon vertelde op Don't Push 3 iets meer over de opkomst van brand(ed) utilities: reclametools die het de consument gemakkelijker moet maken. Via brand utilities bouw je relaties op met je klant en doelgroep. Het creëert mogelijkheden voor zowel het merk als de klant, uiteraard zonder die laatste te pushen!

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  • Don't Push 3 - Koen Denolf over Brand Utilities

    1. 1. loading now...
    2. 2. Koen Denolf communicatiestrateeg over brand(ed) utilities
    3. 3. Don’t Push is about companies and brands losing the ability to reach their target group in traditional ways.
    4. 4. ...or failing to keep them focussed on what you are telling
    5. 5. “Advertising is the price you pay for being boring” (Andy Sernovitz)
    6. 6. advertising gets a social function bring me something that is interesting, relevant.
    7. 7. the technology is at hand
    8. 8. brand(ed) utilities tools that improve people’s daily lives, coming from brands and adding to the total brand experience.
    9. 9. “uit ons Future Talking- onderzoek kwam branded utility naar voren als een van de verwachtingen van consumenten ten opzichte van merken” (Steven Van Belleghem, Insites Consulting)
    10. 10. brand(ed) utilities build relationships
    11. 11. brand(ed) utilities not pushing messages but let people free to make their own choices
    12. 12. brand(ed) utilities incite (inter)action with(in) your target group
    13. 13. brand(ed) utilities a form of content marketing
    14. 14. brand(ed) utilities investment in a long term relationship with your public
    15. 15. brand(ed) utilities agencies become service providers
    16. 16. how to get started? find out what people want to do and give it to them
    17. 17. how to get started? make sure there is a link between brand and brand utility
    18. 18. how to get started? tell people about it, preferably in an informative way
    19. 19. how to get started? evaluate and improve
    20. 20. what about ROI ?
    21. 21. engagement
    22. 22. purchases
    23. 23. image and prestige
    24. 24. attract customers
    25. 25. inspire sharing and community building
    26. 26. claim an emotional terrain
    27. 27. and now up to you
    28. 28. unloading now...

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