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Maton SonnemansMarketing3, 28 november 2007
Cracking the Entreprenurial Marketing Code
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2061127-sr/lk
Cracking the Entreprenurial Marketing Code
Today's marketeer:power orinfluence?
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Cracking the Entreprenurial Marketing Code
Would you put your own moneybehind it?
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eens - 52%
"Onze Marketing Afdeling is echt ondernemend"
Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50)
eens - 82%
Marketeers
oneens - 18%
Overig
oneens - 48%
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Cracking the Entreprenurial Marketing Code
CONNECTED
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Cracking the Entreprenurial Marketing Code
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oneens - 25%
Overig
eens - 75%
"Onze marketingafdeling heeft goed inzicht in wat er leeft bij de consument en in de markt"
Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50)
eens - 82%
Marketeers
oneens - 18%
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Consumer Insights: know what makes consumers tick
Insights to Create a compelling, contagious proposition
How to be highly relevant for consumers
How to change consumer behaviour
How to be completely credible
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Business Insights: how to exploit and strenghten your DNA
Insights to use the assets of your company
How to use and create core competences
How to guide yourself by a small set of brand values
How to create a fit with your company strategy
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Market Insights: understand how to create a new category
Insights to outsmart the competition
How to challenge conventional wisdom
How to solve one or more market imperfections
How to find elements which are hard to copy
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Cracking the Entreprenurial Marketing Code
CREATIVE
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oneens - 60%
Overig
eens - 40%
"Op onze marketingafdeling worden creativiteit en innovativiteit sterk gestimuleerd en beloond"
Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50)
Marketeers
oneens - 73%eens - 27%
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Creative: Dare 2b Different
Challenge market conventions: discover the 'Blue Ocean'
Build on story telling and WoM: is your product buzzable?
Seduce your consumers: create 'wannahaves' and brandfans
Cracking the Entreprenurial Marketing Code
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Cracking the Entreprenurial Marketing Code
CALCULATIVE
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oneens - 66%
Overig
eens - 34%
"Onze marketeers berekenen en weten vooraf en achteraf het rendement op marketingactiviteiten"
Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50)
Marketeers
oneens - 64%eens - 36%
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Calculative: Fact Based
Prioritize key value drivers: from a long list to a short list
Be accountable: plan and monitor your return on marketing
Get support from the boardroom: show them the money!
Cracking the Entreprenurial Marketing Code
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Cracking the Entreprenurial Marketing Code
CONVINCING
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oneens - 36%
Overig
eens - 64%
"Als onze marketeers een plan hebben 'verkopen' ze dit met grote overtuigingskracht"
Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50)
Marketeers
oneens - 27%eens - 73%
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oneens - 48%
Overig
eens - 52%
"Onze marketeers hebben de regie bij het ontwikkelen en doorvoeren van commerciële strategieën"
Bron: Online flitsonderzoek VODW Marketing, november 2007 (n=50)
Marketeers
oneens - 27%eens - 73%
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Convinced: taking the lead
Act as if it is your own money: output instead of activity focused
200% believe in your idea and plan: in good and bad times
Involve the complete value chain: from R&D to customer
service and sales
Cracking the Entreprenurial Marketing Code
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Cracking the Entreprenurial Marketing Code
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Competences & Requirements for the Entreprenurial Organisation
CONVINCING
CALCULATIVE
CREATIVE
CONNECTED
LEADERS
LONGER HORIZON
TALENT
PROJECT TEAMS
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Cracking the Entrepreunial Marketing Code