Show us how PASSIONATE you are about MARKETING!

1. Tips and tricks to
write a good Point of
View

2. Objective of writing a Point of View
2
Inspire the marketing community
Demonstrate your passion for marketing
Show your thought-marketing-leader capacity
Discuss hot recent topics and trends
Convincing us of your talent for marketing in just a CV and cover letter might be hard. That’s why we give you the opportunity to show us your creativity,
passion for marketing and analytical thinking by writing a Point of View on your marketing strategy for the retailer Beehive.
Tips and tricks to write a good Point of View
Just to be clear: your POV should explain your strategy about the challenges Beehive is facing. Therefore, it should be more strategic and in-
depth than the blogposts/POVs of the THoMers on our website.

3. Step 1: Prepare a structure using “Pipeline”
3
The Pipeline helps you to define where you want to
start and where you want to finish, but gives you
enough freedom to add new elements while
writing.
It allows you to structure your text into:
 The introduction
 The corps to explain your reasoning
 The conclusion
Tips and tricks to write a good Point of View

4. Step 1 – Example of how to use the pipeline
4
Our current way of living is not sustainable
But change will not happen spontaneously
So action is needed; but who will act?
Our best bet is on companies
Profit as a motivator will not be enough, shift in mindset is requiredProfit as a motivator will not be enough, shift in mindset is required
How to implement sustainability? Answer: through consumers needs and
taking 3P’s (People/Planet/Profit) into account
Success is there for those who got it
Tips and tricks to write a good Point of View

5. Step 2 - Focus
5
Block 2 hours at the very least.
Consider these as a real meeting:
• start on time
• end on time
• ban interruptions
• put your mobile on “silent”
Tips and tricks to write a good Point of View

6. Step 3 – Choose a draft title and start writing
6
Start with enthusiasm, following your structure as a
backbone but not as a corset, i.e. being there as a
support, a springboard for your creativity, not as a
constraint.
The first 55 words are very important.
Tips and tricks to write a good Point of View

7. Step 4 – One point = one paragraph
7
The first sentence of each paragraph must state the point
you want to make; the rest of the paragraph serves to
support this point.
The reader should be able to follow your reasoning by
only reading the first sentence of each paragraph. Put
your keywords in subtitles and use well-known marketing
terms.
Tips and tricks to write a good Point of View

8. Step 5 – Be obsessed with clarity
8
Make sure you have sufficient clarity of:
 your thoughts
 your reasoning
 your style
Tips and tricks to write a good Point of View

9. Step 6 – Deliver your message in one page
9
Make sure you finish on a high note.
Review your draft title: Is there another option, more
impactful?
Use a very powerful title.
Tips and tricks to write a good Point of View

10. Step 7 – Read, re-read and re-re-read
10
Improve by being as succinct as possible.
Do a spelling check.
Tips and tricks to write a good Point of View

11. Step 8 – Sleep a night on it
11
After a good night, redo the Pipeline slide and make
sure that your text adheres to it.
Tips and tricks to write a good Point of View

12. Step 9– Read it one more time
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 Is it clear ?
 Does the structure of your POV make sense?
 Do you find some pleasure or even some pride in reading
your own creation?
 Do you suddenly realize that you might have been a bit too
extreme in some statements ?
If the answer to these three questions is yes, share it with
someone you trust for his/her impartial feedback; accept and
incorporate the feedback.
Tips and tricks to write a good Point of View

13. Congratulations! Your POV can now be shared.
13 Tips and tricks to write a good Point of View

14. Show us how PASSIONATE you are about MARKETING!
Beehive is a premium retailer with a
strong presence in Belgium (27
stores). Their turnover is declining
since a few years mainly due to a
declining number of customers
(basket size & margin remains
stable) and the entrance of online
competition.
In order to counter this declining
trend, Beehive is considering
launching an e-shop and is asking for
your advice? Should they do
it? Why?
 1-pager
 In English
 Feel free to make hypotheses and
be sure to integrate your personal
perspective.
 Use your creativity and marketing
knowledge. Don’t forget to keep an
eye on the structure and make sure
your Point of View is to the point.
TOPIC GUIDELINES DEADLINE
Please upload your Point of View
together with your CV and motivation
letter by Sunday February 4, 2018.
The topic of your Point of View
14 Tips and tricks to write a good Point of View

15. Follow us facebook.com/Thehouseofmarketing
Frederik Sunaert
Consultant
startcareer@thom.eu
Feed your marketing hunger with our HUB
www.thehouseofmarketing.be/blog
For your official application:
Upload your CV, motivation letter & Point of View
to our website
www.thehouseofmarketing.be/start-career
Let’s connect!
Any questions? Reach out!