1. Preparing for the recession: 9 concrete steps for your company

   By Pierre-Nicolas Schwab • 25 august 2022

   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…

   

2. Communication strategy: the brilliant example of La Casa de Papel

   01/07/22

   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…

   

3. Car market 2021: sales down but profits up

   11/05/22

   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…

   

4. Customer acquisition: 3 ways to reduce your online advertising expenses

   02/05/22

   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…

   

5. Nudge marketing: examples, definitions, detailed analysis [Guide 2022]

   05/04/22

   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…

   

6. B2B marketing: 10 actions to take advantage of the next recession

   By Pierre-Nicolas Schwab • 28 march 2022

   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…

   

7. The contribution of a pop-up store to the marketing strategy [Analysis]

   18/03/22

   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…

   

8. Physical commerce: free fall in store traffic [Research]

   07/03/22

   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…

   

9. What if business travel disappeared? [Analysis]

   02/03/22

   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.…

   

10. How to expand at 30% per year for 20 years: Translated did it

    04/02/22

    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…

    

11. Outbound marketing: definition, the 8 techniques, effectiveness

    02/02/22

    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…

    

12. The return of vertical integration

    31/01/22

    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,…

    

13. Customer experience: key points and analysis [Guide 2025]

    19/01/22

    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…

    

14. Amazon Prime Video’s pop-up store says a lot about the streaming market

    17/01/22

    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),…

    

15. Marketing 360: definition, examples, action plan [Guide 2022].

    10/12/21

    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…

    

16. Alert on the misappropriation of intellectual property

    10/11/21

    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,…

    

17. PayPal and Pinterest: a marriage of love or reason?

    01/11/21

    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…

    

18. These 3 online banks are evolving their business model [Analysis].

    27/09/21

    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…

    

19. The Covid crisis: a double financial and technological bubble is forming

    30/08/21

    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…

    

20. Why Amazon wants to open physical retail stores [Analysis].

    25/08/21

    According to the Wall Street Journal, Amazon is about to open large physical stores in the U.S. Of course, this is not the first time that Amazon has opened "brick and mortar" stores (Amazon Go, Whole Foods, Amazon Books), but these…

    

21. 8 examples of augmented reality for marketing

    25/06/21

    Augmented reality is a technological advance that offers businesses real opportunities in marketing. Yet, few are using it. In today's article, we propose 8 examples of marketing projects based on augmented reality, what they have in common: creating a unique customer experience and…

    

22. Customer satisfaction: the beginning of a radical change for Ryanair?

    21/05/21

    Ryanair is not known for the quality of its customer service nor its interest in customer satisfaction. It sometimes provokes very violent reactions from dissatisfied customers. However, the Irish airline has just announced the creation of a Customer Advisory Panel to improve its…

    

23. Reinventing the museum experience with eye-tracking

    11/11/20

    The customer experience in museums is mostly the same for everyone. It is linear. Our major cultural institutions do not propose differentiated customer experiences. The emerging use of Big Data in the museum space makes it possible to apprehend all the…

    

24. +89% traffic in 6 weeks (+ bonus backlinks): how did I do it?

    02/06/20

    89%. That's the increase in traffic I managed to generate on our blog during the lockdown period. I'll explain how in this article. A mix of SEO, time investment and automatic promotion, the results were beyond my expectations. [newsletter-call tag="seo"] If…

    

25. Neither V, U, or W. This is what the recovery will look like

    25/05/20

    In recent weeks, economists and analysts of all persuasions have been arguing about the nature of the recovery: V, U, W, L, all the letters have been used. Yet none of them seems to reflect my understanding of this crisis. In…

    

26. After Covid: 11 possible scenarios, their risks and solutions

    18/05/20

    What will remain of the world after the Covid-19 tsunami? Changes in behaviour and the disappearance of companies are the most obvious consequences. In this dossier, we analyse 11 scenarios, their risks but also their solutions. [newsletter-call tag="covid"] Summary The…

    

27. COVID-19 : 9 specific impacts on the advertising industry and its future

    06/05/20

    After a detailed analysis of the impact of the Covid crisis on the media industry, today, we look at the consequences of COVID for the advertising industry. The advertising industry is inseparable from the media business model. Except for public…

    

28. COVID-19: the impact on the future of the media industry

    04/05/20

    Few economic sectors have fared well - apparently - during the Covid19 crisis. The media sector is one of them. The need for information has never been more pronounced and the time available so critical. In this in-depth analysis, we…

    

29. Can a Belgian streaming platform beat Netflix?

    29/04/20

    In the days of confinement, interest in entertainment increases. The Belgians are looking to keep busy with free movies, and are interested in Netflix. The figures from Google Trends are conclusive. The research of Belgians since the beginning of the…

    

30. COVID-19: 8 concrete impacts on the future of the non-food retail sector

    27/04/20

    This article is part of a series of analyses devoted to the medium and long-term impact of COVID 19 on different sectors of activity. The report below on the non-food retail industry is in line with another paper we have…

    

31. 9 concrete impacts of COVID19 on the future of the food retail sector

    20/04/20

    After my forecasts on the future of the aviation sector, I propose today to focus on the future of the retail food industry, in other words, the trade and mass distribution sector. 25% of jobs in the US are in…

    

32. COVID-19: 7 specific impacts on the future of the aviation sector

    13/04/20

    Drastic reduction of fleets, staff cuts, accelerated closure of unprofitable subsidiaries, adjustments to security measures and sluggish demand. This is what awaits the airline industry. The COVID-19 crisis will have an impact for years, and the market will take years,…

    

33. Marketing strategy. The subscription business model is changing radically.

    11/09/19

    One more step towards consumerism. We are continually dematerialising property, and this time it is Nike that has gone one step further by offering a subscription for trainers. The Nike Adventure Club, currently reserved to the United States for children…

    

34. Nike Adventure Club: shoes by subscription

    26/08/19

    Nike has just launched the Nike Adventure Club, a system that allows children to receive up to 12 pairs of trainers per year. The system operates on a subscription basis. That' s right: by subscription! The business model is innovative,…

    

35. Amazon is seeking to transform the competitive landscape in logistics

    27/05/19

    As early as 2014, we announced that Amazon would become a competitor to traditional delivery companies such as DHL and FedEx. The last five years have proven us right. After launching its network of automatic lockers, Amazon is putting additional…

    

36. Using sensory marketing to improve your brand image

    24/09/18

    The company Arthur Dupuy, based in Montpellier, France, specialises in the creation of tailor-made olfactory signatures. We have interviewed its creator, Arthur Dupuy, to understand his actions and to examine customer expectations in this unique field of sensory marketing. The…