Cavemen speak. the revival of the hippie & the need for back to-basics marketing - part 2
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This presentation is the second part of the story on "Revival of the hippie & back2basics marketing". It shows the undeniable trend of hippie revival and reflects upon the impact it has on marketing. This presentation presents B2B Marketing, as in Back-2-Basics Marketing, from a classic 4 P's of marketing perspective. The last part of this story details B2B Communication or how the Cavemen Speak approach is beneficial in today's context.
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Cavemen speak. the revival of the hippie & the need for back to-basics marketing - part 2
- 1. THE NEO-HIPPIE Is there more at stake than just some three-huggers? Yes. It’s about hippies acting in an open market space. They don’t bother that much yet. Neo-hippies get what they need from each other. They are autonomous but connected. They are tech-savvy and deploy tech in their advantage. Everything they do has a purpose.
- 2. REVIVAL OF HIPPIE IDEALISTS THAT SAVE TIME & MONEY AT THE SAME TIME?
- 3. HIPPIE REVIVAL WHAT STRUCTURES DEMONSTRATE THE HIPPIE REVIVAL?
- 4. EXAMPLE HIPPIE REVIVALS FOR • Politics: Occupy Movement, Moveon.org, Shame (BE), Arab spring, … • Ecology & Environment: Greenpeace, Tesla Motors, Windmills, … • Education: collaborative learning, P2P learning, textbook rental, … • Economy: the rise of the fluid freelance network organization, … • Mobility & Transport: P2P Car rent, P2P Parking, P2P Taxi, … • Home, hotel & travel: AirBNB, couch surfing, shared farms, Gidsy, … • Money & finance: crowd funding, P2P lending, collaborative banks, … • Journalism: blogger as journalist, crowd funded journalism, … • Fashion: swapping, hippieshop.com, fashion rental, … • Healthcare & Pharmaceuticals: crowd doctor, herbal • Culture: the maker-movement, DIY, … • Many more: but you get the point…
- 5. HIPPIE REVIVAL / POLITICS OCCUPY: Global Movement.
- 6. HIPPIE REVIVAL / ECOLOGY Ecology is a theme for all of us. Not only Greenpeace. What about collective energy purchases being on the rise?
- 7. HIPPIE REVIVAL / EDUCATION P2P & Collaborative, bypassing institutions… quite hippie!
- 8. HIPPIE REVIVAL / MOBILITY You don’t need to own. Accessibility is good enough.
- 9. HIPPIE REVIVAL / TRAVEL Go on holidays in a hippie way: cheap, social, …
- 10. HIPPIE REVIVAL / FINANCE Hippie finance: collaborative & P2P
- 11. HIPPIE REVIVAL / JOURNALISM Crowd funded & close to readers, experiment in Belgium.
- 12. HIPPIE REVIVAL / FASHION Swapping …
- 13. HIPPIE REVIVAL / DIY SQUARED The Maker Movement…. Convinced about the hippie revival trend by now?
- 14. HIPPIE REVIVAL A TREND YOU CANNOT DENY. HOW MAY ORGANIZATIONS ACT ON THIS TREND?
- 15. FIGHT THOSE DAMN HIPPIES IS PROBABLY WHAT YOU THINK YOU SHOULD DO… … I SUGGEST TO JOIN & FACILITATE THE MOVEMENT … … LET’S MAKE THIS WORLD A BETTER PLACE!
- 17. BACK-2-BASICS MARKETING People are no longer passive consumers. They are empowered. They get what they need from each other. They are becoming an industry: empowered by tech (social, mobile, IoT) and self-organizing. If you want to be successful as an organization, you need to align with this “revival of the hippie” trend.
- 18. B2B MARKETING B2B STANDS FOR BACK-TO-BASICS, BECAUSE ANYWAY B2B AND B2C ARE IRRELEVANT TERMS. IT’S ALL ABOUT PEER TO PEER, PEOPLE TO PEOPLE, HUMAN TO HUMAN, HIPPIE TO HIPPIE. BACK 2 BASICS MARKETING IS YOUR ANSWER.
- 19. CORPORATE HIPPIES Hippies, hate them or love them, but they are great people. They’ll always do good for their environments (people, planet, …). In short: they are pretty much still thinking and acting like cave men. In order to be a hippie, be a cave men. With all respect!
- 20. CORPORATE HIPPIE MARKETING Back-to-Basics on all 4 traditional P’s
- 22. B2B MARKETING • Product: • • CRAPPY PRODUCTS DON’T SURVIVE • CO-CREATED, CO-FINANCED, COMMUNITY SELLING • PRODUCTS AS A SERVICE (rent, subscribe, trade for other service, …) • RE-USABLE (maybe for a different purpose) • OPEN SOURCE, OPEN DATA PRODUCTS • TRUSTED, VALUABLE & WITH PURPOSE • PRODUCT USER EXPERIENCE IS KEY Place: • TECHNOLOGY ENABLES TO SHARE LOCAL & GLOBAL • LOCAL IS GLOBAL & GLOBAL IS LOCAL • Price: • • COMMUNITY GIFT (= freemium) • USE, DON’T BUY (cfr.: product as a service) Promotion: • COMMUNICATION = CAVEMEN SPEAK. • • • Community-driven at all stages. Hard selling sucks. Knowing your audience (cfr.: big data insights) & it’s context to tell stories Service is key! Generate ambassadors.
- 23. B2B COMMUNICATION BACK-2-BASICS COMMUNICATION IS ALL ABOUT COMMUNITY, CONTENT & STORIES AT EVERY STAGE IN THE CUSTOMER JOURNEY. LET’S SEE HOW CAVEMEN SPOKE. AND SPEAK.
- 24. THAT’S IT FOLKS. JOIN THE MOVEMENT. BE GOOD. STAY TUNED FOR PART 3. In the meantime, read my back2basics marketing blog @ vermeiretim.com, follow me on Twitter @vermeiretim or connect on G+