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Fairchild on marketing in practice
- 1. Marketing the real deal:
What they don’t teach you
Maastricht, September 23rd, 2010
Copyright © Fairchild
- 3. Who am I?
Rutger Teunissen
UM Graduate 2006
Thesis
The influence of regulatory focus
on ad effectiveness
Brilliant but useless
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3 Copyright © Fairchild
- 4. Who am I?
Unilever
Consultant @ Fairchild
Owner of www.klusopedia.nl
Why? Cause I needed it
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4 Copyright © Fairchild
- 5. How to find me?
rutger.teunissen@fairchild.nl
www.twitter.com/rutgerteunissen
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5 Copyright © Fairchild
- 6. My first lesson
What could I, a young kid that just graduated, teach all of
these professional companies, these big brands, with big
buildings, and guys with expensive suits?
LESSON 1: Most companies don’t really execute their
strategies. Most of them hardly form strategies.
By September, most managers rush to write their annual
plans to get the budgets they need for things they can’t
really foresee now. Is that strategy by the book?
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6 Copyright © Fairchild
- 7. My second lesson
I invented Youtube and Facebook… Sadly, there were 10,000
people just like me. Only two actually launched Youtube and
Facebook. I wasn’t one of them.
LESSON 2: You guys are smart, critical, some even creative.
Wow! As soon as you enter the business world you’re going
to rock and change the world.
Lesson: Marketers aren’t worth anything without finance,
process owners, IT, R&D etc. All those people that eat pizzas
and like programming difficult formulas.
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- 8. Let’s get started!
LESSON 3: It’s not about performing your task the best, but
it’s about being attentive, and being able to quickly respond to
changes in the environment. That’s marketing in practice.
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- 10. What the textbooks say…
Product
Leadership
‘best product’
Product
Differentiation
Operational Customer
Competence Responsive
Operational Customer
Excellence Intimacy
‘best total cost’ ‘best total solution’
© Treacy & Wiersema
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- 11. What the textbooks say…
Existing products New products
New Market Product
markets penetration development
Existing
markets Market
Diversification
development
© Ansoff
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- 12. What the textbooks say…
100%
13,6 13,6 13,6 13,6 7%
80%
10%
32.0 32.0 32.0 32.0
60%
21%
40% 62%
30.0 30.0 30.0 30.0
20%
24.4 24.4 24.4 24.4
0%
2000 2006 2010 2020 < 50K 50K - 75K
19 jaar en jonger 20 - 39 jaar 40 - 64 jaar 65 jaar en ouder 75K - 100K > 100 K
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- 13. What practice
tells us
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- 14. So real marketing is…
Hard work!
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- 15. Real marketing is…
Return On
Customer
Interaction
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- 16. Real marketing is…
The way you
pick up the phone
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- 17. Real marketing is… The box your
product comes in
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- 18. Real marketing is…
The tone of voice of your website
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- 19. Real marketing is…
Parking space at your company
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- 21. Real marketing is…
Marketing is not all about theory. It’s not about Ansoff, or
Porter or putting segments into a tiny box.
LESSON 4: Marketing is about focusing on creating best
value for your (potential) customers. Sometimes marketing is
picking up the phone just a bit sooner, sometimes it’s
designing a box that is so cool, everybody keeps it. It’s about
delivering on all aspects of business, how small they might be
by themselves.
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21 Copyright © Fairchild
- 22. It’s not the best strategy that wins
but the best execution
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- 23. 2. H
ow
it w
ork
s
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- 24. 2. H Knowing your customer
ow Defining strategy
it w Creating a unique proposition
ork Delivering the front
s Delivering the back
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24 Copyright © Fairchild
- 26. Knowing your customer
LESSON 5: Research is paper, make sure
you really know your customer. So don’t
become the marketing manager who hasn’t
seen his customers in twenty years.
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- 29. A good strategy =
your one message
to the world
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- 30. NOT
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- 31. NOT
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- 32. NOT
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- 33. Defining Strategy
What about ?
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33 Copyright © Fairchild
- 34. Creating a unique
proposition
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34 Copyright © Fairchild
- 35. What is a proposition?
Your key promise based on these questions
Who is your customer?
What are his deeper needs?
What do we promise/what is our solution?
What are the advantages for the customer
How is it unique?
What proof do we have?
Insight Needs Promise Proof
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- 36. Wake up!
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- 37. Proposition Wake-up light
Insight
With a regular alarm, people wake up disruptively
ch?
mu
Needs s as
time
Waking up on time, stress less and full8of energy
7-
o pay
Promise yt
Waking up naturally ers h app
m
usto
Proof arec
y
Lights Wh
slowly go brighter, relaxing nature sounds
Academic research
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- 38. Nespresso voorbeeld erin zetten in zelfde format als v
wakeuplight
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38 Copyright © Fairchild
- 39. Proposition Nespresso
Insight
Nespresso voorbeeld erin zetten in zelfde format als v
People enjoy the luxury of barista coffee and complain about
wakeuplight coffee
their home ch?
mu
s as
ime
Needs
7-8t
pay
People want to enjoy special coffee experiences at home
o
yt
Promise h app
rs
me experience at home. What else?
sto
Easily the best coffee
u
arec
y
Proof Wh
Taste and luxury flavors, usability, design, George Clooney,
price, distribution
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39 Copyright © Fairchild
- 40. Delivering the front
So we have this nice marketing strategy and
proposition. How do we realize it?
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- 41. LESSON 6: Promotion is only the tip of the Iceberg.
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- 42. Brand
What tastes better?
Brown drink with
• Carbonated water
• Sugar
• Color
• Food acid
• Plant extracts
• Flavor
• Caffeine
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- 46. Price ULTIMATE DEAL
If you become a customer now you will get a discount of
200% and you will get a free laptop
As soon as you are our customer we will ignore you and
let you overpay on our products and services and make
the terms so impossible you won’t be able to get out.
Question:
? Existing customers pay more than new customers.
Is this way of doing viable business on the long term?
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- 47. Customer contact
I’m a client
I’m becoming a client I’m leaving
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- 48. Customer contact
Every interaction is a business opportunity
Client asks a question
about moving
Client complains
Client has
suboptimal Energy
product Company
€ Client is
€
Customer ‘single fuel’
Lifecycle
€
€ € €
Client does not log in Client ends contract
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- 49. Customer contact
Every interaction is a business opportunity
€
Sale
Retention
Service request
€
Cross- & up-sell
Payment
Information request
Complaint
LESSON 7: Companies need a holistic approach to customer
contact where sales and service unite.
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- 50. Customers
All customers are different
All people want to be treated differently
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- 51. Not all customers are desirable customers
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51 Copyright © Fairchild
- 53. Delivering the back
Should marketing be a department or a method?
Department
Central in organization
Manages and delivers to
other departments
Method
Everyone is a marketer
Every department has a
marketer that guards
customer’s wishes
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53 Copyright © Fairchild
- 54. Delivering the back
People are crucial
From IT to the receptionist
From the CEO to the call agent
EVERYONE should work with the customer in mind and
according to the proposition they made!
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54 Copyright © Fairchild
- 55. 3. How we do it
1. Making decisions 2. Making it work
Marketing strategy & tactics Operations/Project management
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55 Copyright © Fairchild
- 57. Our Job - Clients
Nederland
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- 58. Frequently Asked Questions
We have a promising concept.
How do we enter the market
successfully?
How do we develop Our market is declining.
a loyalty program? How do we create growth?
How can we make our
How can our business
customer contact
become profitable?
profitable?
How can we introduce How can we segment our
our product to the market and differentiate our
premium segments? offering?
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58 Copyright © Fairchild
- 59. The point
We are strategic marketing consultants
Just like you we are academics
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59 Copyright © Fairchild
- 60. We love strategy, new theories
and complex decisions
However…
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60 Copyright © Fairchild
- 61. Results are achieved on the work floor,
in practice.
Marketers need to combine strategic insight
with entrepreneurial pragmatism.
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61 Copyright © Fairchild
- 63. Rutger Teunissen rutger.teunissen@fairchild.nl
Lisanne Schoemaker lisanne.schoemaker@fairchild.nl
Energize Your Business
Hooghiemstraplein 142 P.O. Box 13321 T +31 (0)30 254 5680
3514 AZ Utrecht 3507 LH Utrecht F +31 (0)30 254 5736
The Netherlands www.fairchild.nl E info@fairchild.nl
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63 Copyright © Fairchild