4 examples of inbound marketing to attract more customers!
Examples of inbound marketing are flourishing on the Internet. Indeed, brands are becoming increasingly inventive in improving their lead generation capabilities. Here, we explain the benefits of the 4 best practices in inbound marketing. We’ll also go over the exact definition of this concept, which is important for your brand’s awareness. But before that, we’ll review the key figures to understand the mechanics of this practice. Consult IntoTheMinds for your inbound marketing strategy Symmary Inbound marketing: 6 major statistics What is inbound marketing? 4...
Local marketing: definition, advantages, and strategy [Guide 2023]
Local marketing compiles a whole set of marketing campaigns on a limited geographical territory. It is based on the needs of local customers and seeks only one thing: to satisfy them! In this article, we will review the exact definition of this concept before detailing its 3 main benefits. Finally, we will explore 3 strategies for local marketing: use digital to increase your brand awareness. But first, we’ve compiled 5 key figures better to understand the...
7 examples of viral marketing that have made the rounds on the web!
Viral marketing is based on the massive propagation of content produced by a brand. It is a method that lends itself well to sporting events, just like ambush marketing. Moreover, it effectively promotes consumer goods and strengthens branding. But what exactly is this process? And above all, what are the most outstanding examples of viral marketing? Here is a clear definition of the concept and 7 recognized cases of inventive brands to generate even more virality!...
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 shocked me was the first page of this...
[Podcast] The Secrets of Marketing for Tourism, with Elke Dens (2019 Marketeer of the Year)
Elke Dens was elected Dutch-speaking marketeer of the year 2019 for her work as marketing director of VisitFlanders, the Flemish tourist office in Belgium. In this podcast, she details for us the main lines of her marketing strategy to attract tourists to Flanders. In particular, she looks in detail at the promotion of Flemish art masters around the world and explains how she attracts art lovers from all over the world. We would like to thank...
Marketing: this 10-year-old child will explain to you the concept of differentiation
How do you succeed in business today? More than ever, you have to know how to differentiate yourself. Differentiation has become an essential marketing strategy for business success. In this episode of ” The Business World with Pierre-Raffaele? ” we explain the concept of differentiation in a simple way. We use a concrete example, that of Rusée, a high-end leather goods brand that differentiates itself on two main lines: the use of recycled raw materials an...
Retail: here’s how you can make it easy for people to buy more
How do you make sure your products are visible among a larger assortment and immediately attract shoppers’ attention ? By using visual salience. Summary Highlighting products in supermarket shelves Help the shopper’s brain make decisions What can be done to increase in-store purchases? Conclusion Supermarkets make it impossible for shoppers to understand the assortment Supermarkets organize products by departments and by categories. Within any given category products are placed next to each other without taking aesthetic...
Sonia Rykiel store in London : what a customer experience !
This is not a store. This is a home. In London Sonia Rykiel welcomes you in a red-painted Parisian salon, one that you may have dreamt of but never had a chance to visit before. Everything in this boutique recreates a very special atmosphere, one that belongs to the DNA of the Rykiel brand. Sonia stands for France; Rykiel conveys a certain image that customers want to attach to themselves. Rykiel is not a passe-partout brand....
Opaque 3rd-party algorithms : a business opportunity
For some businesses algorithms have become instrumental to their strategy as a whole and their marketing strategy in particular. These algorithms are a well-kept secret and businesses have emerged that sell their knowledge on the inner working of those algorithms. PageRank and SEO agencies Look at Google for instance. Their search engine (which is in fact a very sophisticated recommendation system) is constantly evolving, affecting millions of websites around the world. SEO agencies have specialized into...
How Delhaize Urban Farm fits into their marketing strategy
Supermarkets Delhaize are known for a marketing strategy based on differentiation : premium products and a broader assortiment are part of Delhaize DNA. Delhaize has also invested for several years in its branding and has started positioning itself as a respectful brand. The opening of its urban farm on top of Delhaize Boondael (Brussels) roof is a cornerstone of this strategy. I had the pleasure to be invited by Delhaize to visit the Urban Farm and I really...
Dear bloggers, share strong opinions to stand out from the crowd!
I recently wrote a series of articles on Belfius’ customer satisfaction strategy and was amazed by the number of positive reactions I got, especially on Linkedin. It all started with an article where I was questioning Belfius’ claims in terms of customer satisfaction, and two articles followed where I showed why Belfius failed at measuring satisfaction the right way, and 4 advice to avoid bad satisfaction measurement. The first article, where I criticized the bank’s claims,...
Sony opens Xperia pop-up store under water !
Let’s finish the week with a really exciting and cool initiative from Sony. You know that popup stores are really trendy nowadays and that dozens of them open everyday worldwide. With so many initiatives, how do you stand out from the crowd? Sony found the magical recipe to get noticed : they launched a store under water. It’s called the Xperia Aquatech Store and it’s located in the United Arab Emirates. This is just amazingly creative...
Marketing strategy : Hello Bank launches a pop-up store in Brussels
Pop-up stores belongs to the marketing toolbox as a promotion instrument. Fact is that they have been usually used by brands in the fashion sector to promote a collection, raise awareness in conjunction with another event (for instance the Fashion week), or to touch customers in some particular areas. Pop-up stores are much less used by players from other sectors and that’s why the initiative of Hello Bank (a brand of BNP Paribas) is so interesting....
New pop-up stores project : weekly update #2
As we announced last week we are finalizing an online initiative to store and maintain accurate and up-to-date information about the best pop-up stores worldwide. This initiative is a kind of POC (Proof Of Concept) to test our ideas to build a larger website on all new ideas, innovations and creative development in the retail world. We chose the retail world on purpose because it’s moving fast and represent approximately 50% of the companies. We also...
Idea in brief : how Nespresso transforms renovation work into a marketing campaign
It’s been a long time since we lastly published an “Idea in brief” post. Nespresso gives us the possibility to close the week with one interesting idea that we spotted on the Champs-Elysées in August. Renovation works don’t need to be boring Nespresso is currently renovating its flagship store on the Champs Elysées. Rather than just closing it and losing their loyal customers, what they did was to open a temporary shop (which you could also...
Pop-up stores: what do they reveal about the future of retail
I’ve received several interview requests during the summer to discuss the future of retail. In today’s article I want to share with you my thoughts about pop-up stores, a (relatively) new forms of retail that reflects changes in our world and changes in the way the consumers behave. 1999 : the start of the pop-up stores It seems that the first pop-up store opened in 1999 in Los Angeles. The word pop-up meant at that time...
Collaborative and interactive map of pop-up stores
In our quest to discover emerging marketing trends in the retail sector, we pay frequent visits to European main cities and their pop-up stores. The latter have become a real part of modern marketing strategies and branding. Yet, finding those pop-up stores has proved (due to their ephemeral nature) very difficult. Special magazines (like LSA in France) give from time to time information on newly opened stores, but it remains very incomplete. Look for instance at...