I kicked out a prestigious prospect, it was the right thing to do.
Since 2021, the market research firm I manage has also proposed inbound marketing services. In the summer of 2021, we were approached by a well-known European institution as part of an even more well-known scientific program. The project’s purpose was to carry out a series of monthly podcasts. After a series of exchanges and despite the pre-selection of our offer in the leading tandem, I decided to withdraw our offer....
Shrinkflation and rationalization: the two sides of the same coin
Shrinkflation is a phenomenon that has reappeared since the boom in inflation. A reduction in the quantity of products for the same price. But shrinkflation can also be more “sneaky.” Some manufacturers change the recipes of their products and replace ingredients with cheaper ones. In the end, all this is only the manifestation of a more global trend: the rationalization of a plethoric offer under the pressure of...
![Lead generation: company practices in 2023 [Research]](https://www.intotheminds.com/blog/app/uploads/marketing-megaphone-banner-240x240.jpg)
Lead generation: company practices in 2023 [Research]
Lead generation is one of the keys to business development. There are many ways to generate leads, and we wanted to understand what companies are doing in this area. We interviewed 500 managers in Europe and the US via a CAWI survey. Some of the results surprised us and even shocked us. We discovered that 71% of companies respond to only some of the requests they receive from prospects and that LinkedIn was not a lead generator for...
![Content marketing: benefits and strategic advice [Guide 2023]](https://www.intotheminds.com/blog/app/uploads/content-marketing-240x240.jpg)
Content marketing: benefits and strategic advice [Guide 2023]
Content marketing is a major element of inbound marketing strategies. It allows brands to assert their online presence through frequent and impactful publications. Adaptable to your target audience, this type of marketing has many advantages. We list 4 of them below. Finally, you will find at the end of the article 4 fundamental aspects of a good strategy in this field. But first, let’s look at the definition of content...
Omnichannel Marketing: why local retailers need to get on board
Just before New Year’s Eve, a well-known pastry chef with an excellent reputation had prepared a catalog of his productions. They were all more tempting than the others. However, this catalog shocked me and allowed me to publish a plea to develop omnichannel marketing for local retailers. It’s not the pictures of the delicious Yule logs that shocked me, their descriptions, or their ingredients with impeccable origins. What...
6 B2B trends to succeed in 2023 despite uncertainty
What will be the key B2B trends in 2023? The year 2022 was a tough one, but 2023 is likely to be even tougher. In this article, I share my concerns and hopes to stay the course in a storm that some call “perfect.” In particular, I reflect on strategies to go after B2B customers and to catch competitors off guard. Anticipate your market trends with our market research If you only have 30 seconds We can read the B2B trends...
Netflix Preview Club: a private panel for Netflix market research
The Wall Street Journal just revealed that Netflix may increase the size of its “Netflix Preview Club” to tens of thousands of test customers from 2,000 today. These privileged customers see the movies in preview. Their scores help to improve them substantially, like market research that would be conducted on a product still in the prototype stage. This research aims to be as close as possible to subscribers’...
Trends 2023: 7 markets that are suffering post-Covid
We would have almost forgotten it. Yet Covid will have changed our habits and the economy. Some Covid winners are now the losers of 2022. The 2023 trends show that the situation will stay the same. The crises we are going through (Covid, energy, war in Ukraine) are all jolts that destabilize consumers and disrupt economic ecosystems. We have identified 7 industries in the eye of the storm in 2022. Contact our market research firm...
The food industry: less innovation, more streamlining
The energy crisis and the inflation of raw materials are upsetting the food industry. Manufacturers are forced to review their strategies and streamline their offers. In supermarkets, 80% of the shelves have lost references, which rises to 89% in e-commerce. In other words, the choice is decreasing. More seriously, innovation is decreased. By sacrificing it on the altar of sobriety, manufacturers risk cutting themselves off from some...
DIONE: What does a good internationalization strategy look like?
During our coverage of SIAL, we met several entrepreneurs who are redoubling their ingenuity in their internationalization strategy. Lithuanian ice cream producer DIONE is a shining example! First, the family-owned company developed largely on its territory before embarking on an inspiring international expansion. Today, the manufacturer can boast of being recognized all over the world. Europe, Middle East, Maghreb, East...
![Pricing: strategies, techniques, examples [Guide 2022]](https://www.intotheminds.com/blog/app/uploads/pricing-240x240.jpg)
Pricing: strategies, techniques, examples [Guide 2022]
Pricing is the exercise of determining the right price, i.e., the one that will maximize your sales and your margin. It is a complicated exercise because a price that is too high could decrease demand, and a price that is too low will decrease the margin. You can find pricing in the 4Ps of marketing, but it has some specificities. If the first 3 “P’s” (Product, Promotion, Place) allow us to plant the seeds of...
![How much does a branded podcast cost? [Guide 2022]](https://www.intotheminds.com/blog/app/uploads/podcast-240x240.jpg)
How much does a branded podcast cost? [Guide 2022]
Branded podcasts are a great way to do inbound marketing. They generate traffic that you can then convert. But how much does a branded podcast cost? How much money should you budget if your company wants to launch a podcast? And most importantly, what are the mistakes to avoid to maximize your chances of success while minimizing your podcast budget? These are some of the questions we address in full transparency in this article. We...
Growth hacking: 3 techniques that have driven me crazy (+ 1 bonus)
Are you looking for additional customers at a low cost? Outbound marketing is the answer. At least … that’s the theory sold to you by the self-proclaimed “growth hacking” specialists. Growth hacking, adopted by everyone and especially by amateurs, also leads to real disasters. I can’t resist sharing with you 3 examples of bad growth hacking techniques (#3 is surprising). The techniques used are quite...
Business model by subscription: 11 examples analyzed
Subscription is a business model that has been adopted in many industries. Companies have realized that they can earn more revenue in the long term and increase their profitability. Subscription models often use specific pricing techniques to reduce the perceived price paid. The subscription business model is so profitable that it leads some companies to abuse it to prevent you from terminating (e.g., Amazon Prime). In this article,...
Market research and surveys: beware of the Cloud Act
The Cloud Act poses a real legal problem for European companies. Unfortunately, they pay too little attention to it. In this article, we present the solution we have developed so that the surveys we realize are both GDPR compliant and protected from the abuses of the American Cloud Act. If you only have 30 seconds The Cloud Act represents a potential danger for all European companies that store their data with AWS, Google, or...
Impact of the manufacturing recession on IT development
The current situation in the European markets shows negative trends in most sectors. The IT market is also affected, especially for companies working for industrial customers. In this article, we analyze past and future situations and discuss the actions IT development companies can take to minimize their losses and become more resilient. Summary The 4 impacts suffered by the IT development market Temporary recession or technological...
Content calendar: 5 steps to succeed and boost your SEO
The content calendar (or publication calendar) is a very useful tool to gain regularity and efficiency in your online publications. In this article, you will find practical advice from our experience on the following topics: why it is recommended to use a content calendar how to create your content calendar in 5 steps an example of a content calendar (ours!) Introduction After each summer, I ask myself the same question: what will I...
Preparing for the recession: 9 concrete steps for your company
For those still in doubt, a major recession will hit the world. It could well turn into a depression worse than the one in 1929. Preparing for a recession is a matter of survival for companies. This article proposes 9 concrete actions to prepare for the recession. Far from being a theoretical article, this guide combines the actions we are already implementing at IntoTheMinds. Contact us if you have any questions Summary The 3 main...
Communication strategy: the brilliant example of La Casa de Papel
How to analyze a communication strategy? In this article, we propose an example of communication strategy analysis from A to Z, that of Netflix for its flagship series “Casa del Papel.” You will find the analysis of the digital communication strategy, the contents, and the different influence marketing techniques used. Only for our subscribers: exclusive analyses and marketing advice Email address * Subscribe By...
Car market 2021: sales down but profits up
Is the automobile market really in crisis? Sales have collapsed in the wake of Covid, inflation, and telecommuting. But paradoxically, car manufacturers’ profits have never been higher. For example, Stellantis’ sales fell 12% in volume between 2020 and 2021, but its profits rose 12%. How can we explain that car manufacturers’ profit margins have exploded between 2020 and 2021? The Automobile Market Statistics 2021...
Customer acquisition: 3 ways to reduce your online advertising expenses
Online advertising is tempting. 26% of SMEs use it. However, the monopoly of Google, Meta, and Amazon makes any company that relies on online advertising to find its customers run a considerable risk: dependency. Deprived of TV or radio exposure, SMEs find an accessible media field on the Internet. This article presents the ideal mix for customer acquisition and 3 working axes to reduce your advertising dependencies and increase your...
![Nudge marketing: examples, definitions, detailed analysis [Guide 2022]](https://www.intotheminds.com/blog/app/uploads/nudge-marketing-240x240.jpg)
Nudge marketing: examples, definitions, detailed analysis [Guide 2022]
Nudge marketing is the set of techniques that allow us to push human beings to adopt certain behaviors for marketing purposes. Useful in the context of social marketing, we can also use nudge marketing to encourage behaviors that are detrimental to the person’s interests. These are called “dark patterns,” legion in mobile applications and video games. This article will review the origin of the word nudge, the...
B2B marketing: 10 actions to take advantage of the next recession
The recession is knocking on our doors. With 70% of GDP, the B2B sector will be the first to feel the effects. How can you use the upcoming recession as a growth lever? Investing at a time when all your competitors are giving up and leaving the field open to you. Thanks to a few simple actions between 2020 and 2022, we have increased our audience by 180%. If we have done it, you can do it too. We propose 10 concrete actions to...
![The contribution of a pop-up store to the marketing strategy [Analysis]](https://www.intotheminds.com/blog/app/uploads/popup-store-pulco-paris-13-240x240.jpg)
The contribution of a pop-up store to the marketing strategy [Analysis]
The pop-up store launched by Pulco in Paris is an excellent example of how an ephemeral store is an exciting marketing strategy for a brand. Pulco faces particular challenges (awareness, image) to which this pop-up store aims to provide solutions. It becomes an essential element of the marketing mix because it allows reinforcing specific messages to consumers. In this article, we analyze 3 strategic and tactical objectives to which...
![Physical commerce: free fall in store traffic [Research]](https://www.intotheminds.com/blog/app/uploads/magasin_physique-240x240.jpg)
Physical commerce: free fall in store traffic [Research]
While the frequentation of “physical” stores is in free fall (-40% in 8 years, with a further decline of 30% since 2022), we can reasonably wonder about the evolution of the following years. The Covid crisis has caused an actual drop in traditional trade, and 2022 looks bad (inflation, war in Ukraine). Our analyses allow us to identify 3 strong trends which will determine the evolution of the frequentation in the following...
![What if business travel disappeared? [Analysis]](https://www.intotheminds.com/blog/app/uploads/business-travel-voyage-affaires-240x240.jpg)
What if business travel disappeared? [Analysis]
The Covid crisis will change the business travel market forever. Business travel will become increasingly rare despite the limits of remote working and the return to face-to-face work. Current statistics show a decline of unprecedented magnitude, which questions the very existence of specific economic sectors. Business travel: post-Covid statistics 50%: the structural decline in business travel according to Bill Gates 63%: the decline...
How to expand at 30% per year for 20 years: Translated did it
How can you achieve 30% growth each year and repeat this feat for 20 years? This is the challenge successfully met by Translated, a company run by Isabelle Andrieu and her husband. By striving for efficiency at all company levels, Isabelle Andrieu and her husband have built Translated into a translation giant. The company provides its services to all types of customers: from the most influential groups (Google, Airbnb) to individuals...
Outbound marketing: definition, the 8 techniques, effectiveness
Outbound marketing is a term that refers to the practices used by a company to reach out to its customers proactively. Outbound marketing is opposed to inbound marketing, which aims to let customers come to you. The two techniques are complementary in terms of sales strategy. They are integrated into the company’s marketing strategy and its marketing mix. In this article, we start by defining what outbound marketing is,...
The return of vertical integration
Vertical integration had fallen into disuse in the wake of globalization. But the Covid crisis has reshuffled the deck. Since 2021, vertical integration has been at the center of the strategies of companies like Amazon, Apple, Ferrero, Tesla, and NVidia. In this article, we explain why big companies are changing their approach. We also give you many recent examples that illustrate this paradigm shift. Only for our subscribers:...
![Customer experience: key points and analysis [Guide 2022]](https://www.intotheminds.com/blog/app/uploads/customer-journey-parcours-client-TN-240x240.jpg)
Customer experience: key points and analysis [Guide 2022]
Customer experience refers to all the relationships between a customer and a company. These steps are numerous and range from the birth of the need to the end of the association through the purchase and use of the product or service. Customer experience has become very complex in the digital age. It is said to be “multi-channel.” To better understand the process, it is interesting to visualize it, which implies knowing the...
Amazon Prime Video’s pop-up store says a lot about the streaming market
The opening of the Amazon Prime Video pop-up store in Paris from 10 to 12 December 2021 had everything to please: a prestigious address (30 place de la Madeleine), a great brand (Amazon), a promising experience (the video club with Amazon-style), and all this in an ultra-ephemeral format (one weekend). This pop-up store is not insignificant. Beyond the customer experience proposed, it also reflects the state of the streaming market...
![Marketing 360: definition, examples, action plan [Guide 2022].](https://www.intotheminds.com/blog/app/uploads/marketing-360-240x240.jpg)
Marketing 360: definition, examples, action plan [Guide 2022].
360 marketing is a communication strategy that relies on all relevant channels for the brand. Therefore, through a 360 marketing approach, it is necessary to identify and activate all the communication channels to reach prospects and customers. In this article, you will find a complete tableau of all the communication means according to the objectives pursued. If you are new to 360 marketing, take a look at our 5-step 360 marketing...
Alert on the misappropriation of intellectual property
Intellectual property misappropriation is a problem that originated in China and is rapidly developing in Europe. This misappropriation consists of a Chinese brand trying to acquire intellectual property rights on counterfeit products. Maître. Jérôme Tassi, whom we had already interviewed in the PicRights case, sheds light on this accelerating phenomenon. As an informed observer for several years, he tells us about several instructive...
PayPal and Pinterest: a marriage of love or reason?
The race to differentiate has begun in the banking industry. PayPal is following the path set by the 3 banks we predicted wanted to create a “super app”: Revolut, Tinkoff, and Yono SBI. Now it’s PayPal that could buy Pinterest for $45 billion (although the company denied that it’s considering buying Pinterest “at this time”). Why PayPal and Pinterest could be complementary At first glance, PayPal...
![These 3 online banks are evolving their business model [Analysis].](https://www.intotheminds.com/blog/app/uploads/revolut-stays-240x240.jpg)
These 3 online banks are evolving their business model [Analysis].
Despite the record profits recorded by banks in 2021, their margins remain under pressure and their business model under attack from all sides by FinTech’s. Slow to change and evolve, they are being overtaken by online banks, some of which have decided to develop their business model by diversifying. Some like Revolut, Tinkoff, and Yono SBI propose to make purchases directly from the app. This movement is not insignificant and...
The Covid crisis: a double financial and technological bubble is forming
Do you remember the technology bubble of the 2000s? Do you remember the financial bubble of 2008? Well, 2021 marks the birth of a double bubble of technology AND finance that will wreak havoc. Get ready for a tidal wave that will engulf everything. If you don’t believe in the end of the world today, take the time to read the following lines to convince yourself. Onboard the crazy car of debt, we are heading at full speed towards...
![Lead generation: company practices in 2023 [Research]](https://www.intotheminds.com/blog/app/uploads/marketing-megaphone-banner-60x60.jpg)
![Social marketing: the example of food waste [Case study]](https://www.intotheminds.com/blog/app/uploads/food-waste-gaspillage-alimentaire-60x60.jpg)
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