I love marketing
249 Pages
English

You can change the print size of this book

I love marketing

-

249 Pages
English

You can change the print size of this book

Description

I love Marketing and the love that the brands convey. This love is being eroded however from scandals to burn outs, leaving the way free for new brands and a need to change our behaviour to be more humanistic. This book is about being aware with humour, that your soul and your love have an impact on your brand and on your teams. Love yourself and love them, inspire yourself and inspire them, respect yourself and respect them, recharge your batteries, have fun and share it...

Subjects

Informations

Published by
Published 01 July 2014
Reads 4
EAN13 9782806107084
Language English
Document size 12 MB

Legal information: rental price per page €. This information is given for information only in accordance with current legislation.

Exrait

Cyril Jamelot
I
Marketing
The soul of tomorrow’s Marketing is YOURS.
IMarketing
I Marketing The soul of tomorrow’s Marketing is yours
CyrilJAMELOT
Mise en page : CW Design
D/2014/4910/34
© AcademiaL’Harmattan s.a. Grand’Place, 29 B1348 LOUVAINLANEUVE
All rights reserved.
ISBN : 9782806101778
www.editionsacademia.be
I love Marketing
I love Marketing. It’s like love – when it comes from the soul, it is fan tastic. I love Marketing, brands and the love they convey. Yet many brands fall into a gradual, sometimes fatal decline, through lack of passion from the management responsible for them. These same managers are at risk of withering away under the drudgery of repetition – they could so easily bear happier fruit were they simply to lift themselves out of the rut they find themselves in. It is not always obvious to the lay observer and last year bonuses do not reflect that brands are dying, far from it. However, in the long term, this lack of invested pas sion can lead to a brand losing its energy, its soul, and finally its Con sumers. If you have never been bored in a meeting, if when listening to a colleague’s business plan for 2013 you have never dreamt of escaping for a fifth coffee, if you have never had nightmares about the ingredients in your products or the fine print of your contracts, if you are the first consumer of your brand and taking great pleasure out if it while sharing it, then this book is not for you, even though you may find the odd anecdote to make you smile. Otherwise you will find some solutions based on love, energy and fun. Brands that have appeared in the “Top 100” and which have seen off all others over the course of the past 20 years seem to have a differen tiating element that brings them closer to their end users. They have amodus operandiin which the brand leaders and those around them have a different way of behaving, a supplementary energy, a connec tion and a more human relationship. It would appear logical that
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these brands are often related to relationships, connections or com munication (Facebook, YouTube, Google, Amazon, Ebay ...). If we look beyond the endurance and growth of these brands, authenticity remains a common point, in addition to the close relationship they have with their users, despite their physical or virtual distance from them. In this authentic relationship, the collective behaviour of a brand’s variety of managers has given them a soul.
The soul of the brand is its true positioning. A world away from one that is written in a meeting over a plate of stale sandwiches, but one, which Consumers see, feel and which makes them react. The soul of the brand is not tangible; rather it is organic and human. We are in a people business. Brands are made by humans for other humans. They are as alive as you and I. The soul of the brand is created by the behav iour of all stakeholders involved with it, whether directly or indirectly – individual psychologies guiding actions which will shape the brand with colours from each personality. It then becomes the sum of all the people who bring it to life.
1 Martin Lindstrom talks about this evolution inBrand Senseand goes beyond the USP (unique selling proposition), to talk about the ESP (emotional selling proposition) and even the OSP (organisational selling proposition), “when the organisation behind the brand becomes the brand”. This group of elements represents the soul of that brand. As Y. de L’Ecossais rightly said, “in the absence of a soul, products have a brand.” The brand is the soul of the product. This soul is offered by the bringing together of behaviours that feed it, for if brands are the soul of the product, then the soul of the brand is you.
My goal, throughout these pages, is not to introduce academic and theoretical complexities, but rather to share with you the experience of my journey and mentors with fun and lightness, inspiring you to bring a soul to your own brands by giving them your love and the energy that exists alongside. This undertaking will lead to them being revived and making a profit, for as we shall see, you won’t increase profits by simply taking advantage of your blessings but by giving, and before we can give we need to love. This is the new Marketing. Selfishly, I will recoup this energy by purchasing your brands once more.
1. Martin Lindstrom,Brand Sense.
IMarketing
To do this, it is important to redefine Marketing, because it still resembles the Marketing of yesterday, whereas the Consumer has changed. We changed him, but forgot to keep up. Some techniques like to spice things up, yet seem to lack substance. Whether your advertising appears on Facebook or more traditionally in prime time slots on TV, nothing will change the quality of your product or the relevance of your message – it is still just simply another channel through which to reach generation X, Y, Z or 1Z (we’ll soon be using a number plate system when we run out of letters). This Marketing of yesterday applied to today’s campaigns gives rise to suspicion amongst your Consumer base, which slowly gnaws away at your brand. Look at the figures in your database and they will speak volumes: How many people truly see your brand? How many remember you? How many really hear you? How many understand you? How many purchase your product? How many repurchase? How many talk about your brand? Conversion rates are becoming weaker and weaker.
The world has changed and adapting our way of working requires more than attending the odd conference on social media or ways of speaking to the youth market... We need to review the basic rules of the profession, with a different approach: more human. The Market ing of tomorrow is human.
To understand the changes necessary, we must look back over the chronology of Marketing:
The interesting creations of previous centuries drove demand and therefore the need for quantity. Slip back to the era of mass produc tion, and wewere producing and reproducing with Marketing objec tives of growth, linked to a clear problem of demand response.
The next logical step was the era of consumption, where availability led to growing demand. Marketing watched this consumption with glee,which inflated both ego and budget. Profits were high. However, increased competition and some early declines in consumption led Marketing to use budget reserves in order to strengthen and target demand. We then moved into the era of communication. Marketing told wonderful stories, louder and more often. Then, finally, the bud get reserves having run dry, Marketing became quieter, speeded up, and had to share allocated time and space with more and more com petitors. By offering stories that were less and less wonderful, even misleading in some cases, Marketing lost its credibility.
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We opened the doors and they entered. This is the era of the relationship. Yet we let them in without welcoming them.
So, having spent great amounts of money on promotions and adver tising campaigns, but which only made sporadic leaps forward, some managers sold and then lost their souls instead of offering them. Fear and ambition replaced love and energy; in much the same way horse meat replaced beef in a lasagne.
Consumers, having seen Marketing as a misleading and remote entity, decided either to abandon the brands for cheaper alternatives, or to put their trust in the more human brands, or yet still to return to the more authentic solutions that build relationships with them. They shared their mistrust as they would their loyalty, sharing with other consumers in a human dialogue, be it digital or analogue. They know you and understand you. We opened the doors and they entered. This is the era of the relationship. Yet we let them in without welcoming them.
In this new era of the relationship, the way in which Marketing works is sometimes a hundred years behind, and is too often rooted in the mechanisms of previous eras, not having adapted its rules, being the victim of a success that budgets could maintain ... to a certain extent.
We will see how behaviour is becoming as important as knowledge, budget or strategy. The new direction of human Marketing is a com plementary balance between all three. This behaviour will help to frame Marketing in a clear and profitable strategy by pulling it away from the grip of questionable common sense; it allows you to give love and energy from within and from around you, to share these eagerly with the Consumer, and finally to increase profits by develop ing a sustainable brand, project, concept or innovation. It allows you to offer your soul and not to sell it. It is about putting a soul back into what we do. It is about a genuine awareness and an adaptation of work rules based on new beliefs, if you want your Consumers to believe in you once more.
In this Relationship Age, if you offer your love and your energy, brands will once again find their soul, and you in turn will enhance your own.
Here are the 14 bases that I feel are essential for the human Marketing of tomorrow ... to read in any order.
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