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Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Experiential marketing: definition, interest, and advice
Feb26

Experiential marketing: definition, interest, and advice

We have already detailed how the customer experience is a crucial aspect that impacts customer loyalty and your brand or your company’s notoriety. Experiential marketing is another way to create a unique experience to attract your prospects. Sommary Definition The benefits of experiential marketing Some advice Examples credits: Shutterstock Definition Experiential marketing (also called “engagement marketing“) aims...

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Guerrilla marketing: definition, types and examples
Feb19

Guerrilla marketing: definition, types and examples

Many companies, both large and small, use the guerrilla marketing strategy: inexpensive and above all based on their teams’ creativity. Sommary What is Guerrilla Marketing? Different types of Guerrilla Marketing Some examples credits: Shutterstock Definition Guerrilla marketing is an advertising technique that aims to highlight products or services in an unconventional way and with little budget. This form of inbound...

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Operational Marketing: definition, tools, performance measurement
Feb05

Operational Marketing: definition, tools, performance measurement

Operational marketing is a crucial area impacting the performance of companies. It is the marketing actions taken to achieve the objectives defined by the marketing strategy. Ahmed et al. (2014) emphasizes in their research that the internal resources related to marketing and operations are an essential point of the performance and competitiveness of a company. This impact is notably moderated by economic conditions and top...

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How to turn a crazy idea into reality: Savour Histoires de Gourmets, our interview with Jérôme Fourest
Apr03

How to turn a crazy idea into reality: Savour Histoires de Gourmets, our interview with Jérôme Fourest

After having analysed the creation of the Savour Histoires de Gourmets boutique in Vichy, a shop resulting from the association of 3 French brands (Comtesse du Barry, Nicolas, De Neuville), we interviewed Jérôme Fourest, General Manager at Comtesse du Barry, in order to shed light on the ins and outs of this project. Summary A ‘crazy’ idea The correlation of points in common Why Vichy? Marketing strategy The future and key...

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Smart bottles, from health to marketing
Mar29

Smart bottles, from health to marketing

Objects connected to a Network are becoming more and more common in our daily lives. In this article, we will discuss some initiatives concerning smart bottles. Summary Drink more water thanks to smart bottles. Marketing and communication resources. How far can we go? Healthy smart bottles encourage their users to drink more Two significant points stand out when we talk about smart bottles. On the one hand, more and more smart bottles...

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Do we do theoretical marketing?
Feb19

Do we do theoretical marketing?

I was asking the other day a client’s employee what he thought of the intermediary presentation we gave a few days before . He said he liked it very much because it had brought a fresh new perspective on how the business was understood. He added that a theoretical and scientific viewpoint was very useful. I must admit I was surprised and a little bit disappointed to hear that IntoTheMinds’ contribution was seen as...

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A fine example of location-based marketing: the sardines of Comptoir de Belle-Ile-en-Mer
Nov07

A fine example of location-based marketing: the sardines of Comptoir de Belle-Ile-en-Mer

One of the good surprises of the SIAL was the Comptoir de Belle-Ile-en-Mer, a small producer of canned sea-food products. Rather than the products themselves, what attracted us was actually the marketing around the young brand. We noticed two interesting features.   First, the packaging is very homogeneous in terms of design and follows the current trend that we could call “funny labels”. Monoprix kind of launched that trend on a...

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Segmentation was not invented in the 20th century
Feb08

Segmentation was not invented in the 20th century

Segmentation, a famous marketing concept, was not invented in the 20th century. It’s much older than that. That’s what I learned when I visited the Vatican city in December. As you probably know the Catholic Church is one of the oldest company in activity (some 2000 years of existence already) and if you visit the Vatican city you’ll notice they know what business is about. You’ll find booths selling all kinds...

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Bofrost adapts to local conditions
Jan20

Bofrost adapts to local conditions

Most of new know Bofrost and its delivery vans. Bofrost is a company that has specialized in the delivery of frozen products at home. They have enjoyed tremendous growth and success. Here’s a picture I took of their “delivery van” in Venice, Italy. As you can see the company knows how to adapt in order to keep its promises.

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A call for an open-minded attitude in marketing innovation

Sometimes I really get the impression that I don’t get understood. Not long time ago I had a meeting with the marketing manager of a big and renowned Belgian company. I came there to present an innovative consumer behavior-related idea that I had had and that I wanted to test. It was my first encounter with the marketing manager and I had prepared a very short presentation with some key facts about IntoTheMinds and background...

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Marketing academics and practitioners: who does what?

A book was recently published on the kids’ marketing by a marketing researcher (Coralie Damay) and a marketing manager (Sylvie Grassmann). This book was promoted in the June issue of Marketing Magazine, a French magazine targeted at managers, under the form of a 4-page crossed interview of both authors. Basically I find it a great idea to combine a managerial perspective and an academic perspective when writing a marketing book....

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IntoTheMinds will participate to the 2nd edition of the SME week
May31

IntoTheMinds will participate to the 2nd edition of the SME week

For the second year in a row IntoTheMinds will be the marketing and strategy expert of the SME (Small and Medium Enterprises) week which is organized by the Brussels Chamber of Commerce and Industry (BECI) from June, 20th until June, 24th. On this occasion we will help free of charge SMEs which have problems relating to marketing or strategy. Our intervention is completely free for those who will ask for an appointment. You can find...

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EMAC 2011: 40th edition in Slovenia
May30

EMAC 2011: 40th edition in Slovenia

The EMAC 2011 is the European Marketing Academics Conference and is held once a year. Its purpose is to bring together all marketing scientists (about 1000 members) to present the current status of their research. This year it was hosted by the Faculty of Economics of Ljubljana in Slovenia and we were about 750 to attend. And as usual, no professional marketers attended (excepted McKinsey and … IntoTheMinds). I still not...

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Take the test … and see whether your startup will fail
May27

Take the test … and see whether your startup will fail

We have developped an online assessment tool for the Brussels Enterprise Agency that allows startups to test the pre-requisites of success. This online assessment is free-of-charge and will allow you to test whether your business venture is at risk or not. Several solutions are proposed depending on the profiles of risk. This tool comes as a complement of the training on market study that we give regularly at the Brussels Enterprise...

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A new logo for Starbucks
Jan31

A new logo for Starbucks

Starbucks will change logo and “Starbucks coffee” will disappear from the brand’s visual identity. It seems that this identity simplification intends at allowing the brand to diversify its offer: tea, ice-creams and other types of drinks will soon be part of the product range. My take: Isn’t this move made necessary by the pressure of competitors like McDonald’s and Häagen Dasz...

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Customer-centricity lost : it’s all about industrial revolution
Dec15

Customer-centricity lost : it’s all about industrial revolution

Think about it for one moment. Three-hundred years ago, when you needed let’s say a tool, you just had to go to a craftsman who had specialized in manufacturing that very tool. At that time, such a craftsman was mastering all the facets of the job: he was able to work the metal, forge it, was carving the wood and eventually assembled the two pieces to make the desired tool. How does it look like today? Tools have more or less kept...

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Interview of Betrand Clavières, Managing Director of Gault&Millau
Sep21

Interview of Betrand Clavières, Managing Director of Gault&Millau

I had the privilege to be invited by Gault&Millau last week in Paris for the launch of their latest wine guide. On this occasion I met again with Marie-Laure Jarry, Sales Director, and Veronique Ladrette, Marketing Director, with whom I had been in contact while negotiating a partnership with ProDegustation, one of my clients. Veronique was kind enough to arrange a short encounter with Bertrand Clavières, Managing Director of...

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Invent an identity: the case of Breguet’s watches
Sep13

Invent an identity: the case of Breguet’s watches

At the heart of any success story is a great product … and a great marketing. Forget about being successful if you have a less-than-average product. I keep reminding this to my clients. You won’t make a successful brand if you focus all your efforts on marketing and stop looking at the weaknesses of your product. This lesson was perfectly understood by the late Nicolas Hayek when he acquired the watch brand Breguet in 1999...

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Authenticity : an upcoming and rewarding marketing trend
Aug18

Authenticity : an upcoming and rewarding marketing trend

In a world where everything moves at the speed of light, where we are constantly subject to a ton of stimuli, new trends emerge which are exploited by marketers. In a previous post I was talking about Dirk Smeesters’ researches on nostalgic products and numerous companies (Converse, VW, …) adopted it. Another way to follow those trends consists in betting on authenticity because it is eventually related to nostalgia. Firms in the...

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Sensory marketing
Jul21

Sensory marketing

When I was attending the EMAC one presentation amazed me more than the others; that of Charles Spence, a Professor of psychology at the Oxford university. I loved the way Charles presented his topic, namely the way our senses influences our perception of products. One of the examples (which I experienced myself when I was closely advising my client ProDégustation) I found the most striking, was that of the black glass. Pour a white...

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Experiential sensory marketing at IKEA
Jul12

Experiential sensory marketing at IKEA

One of the amazing researches presented this year at EMAC was authored by Bertil Hulten (University of Linneaus, Sweden). This research, entitled « The Influence of Smell and Vision upon Touch » was carried out at IKEA in Sweden and aimed at studying the behaviour of consumers (especially their purchase patterns) when their senses were triggered. Bertil started explaining the difficulties he faced when trying to convince IKEA to...

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