Speech at Saigon Solvay Brussels School of Economics & Management and Hanoi Vietnam Creative Entrepreneurs Club / Vietnam Marketing & Communication Club, June 2014

1. Prof. Jean-Pierre Baeyens
Solvay Brussels School of Economics & Management

2. the power of emotions
creativity marketing
in post-modern society

3. Pre-modern era
tradition, religion or the
state are the sources of truth
Modern era
reason, knowledge are
predominant sources for truth &
reality
Post-modern era
no single defining source
each individual is defining his/her
own truth and is at the center of
his/her own reality

4. POSTMODERNITY
the Y generation is
creating new models
redefining political, economical, cultural
and educational power structures
digitality
allows people to manipulate virtually
every aspect of the media environment
change has become the status quo.
POWER TO THE PEOPLE !
John Lennon

5. Traditional models
are dying !
FAMILY
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ADVERTISING
AIRLINES
TELEPHONE
MUSIC
TELEVISION
BANKING
POLITICS
TEACHING

6. From established authorities to networks
From science to technology
From reason to emotions
POSTMODERNITY

7. MARKETING ?
classical marketing is like classical music...it
can be beautiful but nobody‘s listening to it...
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8. Classical marketing is based
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demand analysis and customer understanding
have been driving the marketing industry for years but ….
most recent successes come from
market creation and radically new ways to
imagine value chains

9. some creative models you know…
or don’t know…
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10. some creative models you know…
or don’t know…
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11. extra-ordinary value: much more for lower or no price !
smarter value chain lowering costs dramatically
new rules of doing business: redefining industry
new cultures of doing business: open, wiki cultures
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What’s in
common ?

12. Creativity Marketing
Are you ready to redesign the world ?

13. creativity marketing: the art of
generating emotional value
13
redesign
your marketing
around a powerful idea !

14. 14
CREATIVITY
MARKETING
building emotional
connections with customers
at each stage of the marketing
process
CREATING EXPERIENCES
leading them to become
« brand advocates » by
sharing with others.

15. TRANSACTION USAGE
RELATIONSHIP
creative powerful ideas
3 stages of customer experience
3 levels of action

16. GO for
new ways to conquer
the five senses of
customers to get
them
Sense
Feel
Think
Act
Relate
Schmitt (1999,2010)
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EXPERIENTIAL MARKETING

17. Experiential Marketing
Examples:
Disneyland
Southwest airlines
Samsung smartphones
Heineken
Haagen Dasz
Abercrombie & Fitch
Singapore Experiential Maritime
museum
Rolling Stones tours
….
https://www.youtube.com/watch?v=TcOXGuMD_c
s&index=4&list=PLxHOUpBObAw7L9GIzHK7hCDU1
qxjfkBb2
https://www.youtube.com/watch?v=f4iQ3TCbqTk
&list=PLxHOUpBObAw7L9GIzHK7hCDU1qxjfkBb2&
index=9
17

18. Experiential Marketing
What should you care for ?
1. Building and increasing engagement
2. Increasing relationship and loyalty
3. Creating emotion and memories
4. Increasing awareness via buzz
5. Increasing action desire
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Experiential marketing aims to provide consumers with compelling
and memorable experiences that emotionally connect them to a
brand each time they buy a product. (Pine and Gilmore, 2002)

19. the 4 S acid test
strategic ?
specific ?
superior ?
sustainable ?
KISS or SPICE
???
creativity
not only good ideas…
powerful ideas

20. SO WHAT ???
How to think of distinctive superior
ideas to light up your marketing
strategy ?
3 ways for you to think….

21. Be the indisputed leader in something
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Product category
Prestige
Visibility
Service
Tradition
Technology
Customer friendliness
Entertainment
….
Make it stick
to your name
for years and
years…

22. Be a true specialist, focus on your niche
and make your customers love you !
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23. Baeyensvn2013
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Change the rules in your business
CREATE your NEW business model
Look for a Blue Ocean
• extend market boundaries
• make competition irrelevant
• create « extra-ordinary » value
www.blueoceanstrategy.com/

24. NOW is time for ACTION
break the rules of your business
10 new ideas per day
reward failures
budget for idea lab
look for black sheeps
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25. NOW is time for FUN
be jazzy, spicy, sexy
look for extreme flexibility
be an online star
go faster
plan for the unpredictable
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26. 26
A vision and a
philosophy
A clear view of your
target audience(s)
A value proposition
Intimate knowledge of
your audience segments
Day to day interactions
on line and off line
Active listening, smart
observation, ongoing
curiosity
ACTION
PLAN
IF YOU WANT AN ACTION PLAN !
STRATEGY
EXPERIENCE MIX
AUDIENCE INSIGHT
Based on touchpoint and moments of truth analysis:
Marcom
Event
Physical setting
Web 2.0
People
What ?
When ?
Where ?
Who ?
With whom ?
For how much ?

27. Prof. Jean-Pierre Baeyens, Mentor
Holder of the Marketing Chair
Solvay Brussels School of Economics & Management
Mobile: +32 (0) 475 25 66 31
Follow me on
https://www.facebook.com/profjp.baeyens
MOVE DARE
IMAGINE
CHANGE
CREATE OPEN YOUR EYES
SHAKE YOUR MINDS
INNOVATE
DISOBEY