Mike de Block

Finally, my first column has been published in @Distrifood,...

Mon, 23 Jan 2012 13:15:37 +0100

Finally, my first column has been published in @Distrifood, which is a foodretail magazine for entrepreneurs. Let me know what you think, since ideas or feedback are always welcome.

Not pop up stores, but blog up stores are the new black. An...

Tue, 22 Nov 2011 10:23:00 +0100

Not pop up stores, but blog up stores are the new black. An interesting view on how to create the second largest FB community in Sweden for the benefit of Lagerhaus online store. This company is one of the few who is aware that their are millions of online stores out their, which forces them to create a distinctive factor in their proposition. The solution, not a pop up store but a blog up store. So I recommend that you take a minute to watch the movie and use the creative spark of Lagerhaus to stand out and create a pull effect instead of the old fashioned but still much used pushy marketing campagnes.

I check my RSS on a daily basis,...

Fri, 02 Sep 2011 12:47:06 +0200

I check my RSS on a daily basis, but socialcommercetoday from @marsattacks, have become one of my favourites over the last couple of months. This presentation will tell you all about the SoLoMo consumer, which I found enormously interesting. Not aware yet what kind of consumer this is and how you can satisfy his needs? Then just take look at the slideshare above, since it’s not a must-see, but a must-know in todays marketplace.

It’s not your imagination, marketing really has gotten...

Mon, 29 Aug 2011 18:35:00 +0200

It’s not your imagination, marketing really has gotten harder, as the attention span is decreasing among consumers. It has changed our traditional way of buying from: stimulus-shelf-experience to what Google calls Zero Moment Of Truth (ZMOT), which you can see below. The result is that companies have to facilitate reasons to stimulate word-of-mouth in order to influence the second step in the ZMOT buying process.

Forth-flowing, traditional billboards will not work anymore, since people on the road are paying more attention to their mobile phones then on the road, not even mentioning the billboards along the highway.

Brands therefore have to outcare their competition to get into the heard of their core group. Enable your customers to help your company get shape, but do not let them decide. Since, you only have to facilitate the carrot on the stick, which makes them talking and engaging. However, at some point you have to spread some carrots, but as you are not the salvation army, you only have a few carrots to give away. For this reason it’s vital that prior to giving out carrots you have to grow the engagement level with your core group of followers through interaction. Many brands go wrong at this point, since they assume they will get the attention anyhow. However, the attention economy is the new battleground, which makes it vital to first create an army (brand advocates) before you go to battle with your (yet) non-believers. The carrots will then please your army and convince the non-believers that they better join your side, since you care. In short, it’s the famous game of reciprocity, where people tend to return a favor. This is extremely vital in the process where brands should have a face or at least behave human. Therefore brands first has to show your customer a favor, before you can expect your customers do something in return. For this reason, the quote from Michael Poter is really hitting the nail on his head in what in essence is most important to gain succes. So for all CEO’s out there who might read this post (you cannot blame me for my ambition), remember that “Whatever is good for the community is good for business”. Fortunately, this is closely linked to my field of interest; social commerce which is essentially the concept of word of mouth in the context of sales. Surprising or not;)

@InamoRestaurant is a jawdropping digital dining experience in...

Mon, 22 Aug 2011 09:00:05 +0200

@InamoRestaurant is a jawdropping digital dining experience in the centre of London. My girlfriend and I visited Inamo last July and definitely want to go back, as soon as we get the opportunity. Inamo embodies digital table projections, a digital sneak peek in the kitchen, cab ordering system while waiting for your tab and a table moodsetter. Moreover, since all orders are placed digitally, inamo’s waiters now got all the time to secure that every need is met.

Unfortunately, your dining experience is limited to 2 hours, since it’s in such a high demand. Nevertheless, Inamo has managed to turn their business into a pull mechanism, since they put their customers into control. In short, times are over that a waiter determines the pace of your evening, now the customer is in charge how the evening develops. A great example, how a niche can drive traffic on an international level. Fortunately, their is also a Dutch branch of Inamo, which you can find in Rotterdam, namely Izkaya. So, Izkaya despite of the fact that you’re closed on my birthday, August 22, you can expect a visit from us very shortly!

WOOW, the future of TV from @syzygy is truly amazing and even...

Wed, 13 Jul 2011 11:26:50 +0200

WOOW, the future of TV from @syzygy is truly amazing and even better, it’s not even that far away from us! This TV platform provides brands with the opportunity to shift from their (way old fashioned) push thoughts to a pull strategy via GOAB. As it’s about focussing on what is relevant to the viewer in a certain situation, and about giving the viewer the possibility to decide. Again social value via convenience, relevance or entertainment, even better, all together is the greatest challenge for brands these days. However, this sneak peak to the NEAR future should trigger some marketeers how their brand can blend into the ultimate TV experience.

I was asked by a marketeer from #Ahold Europe, to present some...

Fri, 08 Jul 2011 10:27:00 +0200

I was asked by a marketeer from #Ahold Europe, to present some ideas how an #app could be of added value for one of their brands. The slideshare above is however a brief summary, as several slides has been left out due to confidentiality.

In the end, my message was that a brand has to blend into the daily life’s of their customers, if they want to be of any meaning. Brands who want to be of value should therefore embrace “pulled” actions. As pull is an unsolicited action by a consumer, whereas a “push” is a solicitation by a seller/producer. A branded app should thus earn the attention by being a community hub that facilitates a value-adding experience. In the end, the value of your brand is being determined by the degree of meaning you have for your customers. To conclude, its all about perception, so facilitating events that influence this process could align the consumers perception with your desired brand identity.

Turning waiting time into shopping time by letting stores blend...

Fri, 24 Jun 2011 13:25:00 +0200

Turning waiting time into shopping time by letting stores blend into the daily lifes of their consumers. Tesco’s subsidiary Home Plus from Korea, did it as it’s a perfect example how a brand can facilitates value by making the lives of their consumer a bit easier. Since instead of spending time on grocery shopping, consumers have now more time to enjoy the food they purchased at Home Plus.

UPDATE: Not 2 x 1, but 1 x 2 offers in the supermarket via QR tags

Using mobile phones, consumers will be able to buy one product for themselves and another for the children in need, sharing their action through social networks to amplify the impact of each transaction. The application which will support the initiative will have a Facebook app where users will be able to visualize and track their donations.Another great example how QR tags can be used in the retail environment.

Update 2: Shoppers collectively reduce supermarket prices via Facebook check-ins.

I’ve already covered @4foodnyc in my slideshare presentation for it’s perfect integration of social & retail, but now ICA (subsidiary of Ahold) supermarkets from Sweden has done something talk worthy as well. ICA enables their customers to individually reduce the price on a selected item by checking in at the store via a link or a QR code. However, my only problem with this campaign is that all shoppers who checked in will try to buy the product a second before it’s about to expire in order to get the best price. Nevertheless, it’s a good example of how handing over control can increase your brand goodwill and lure customers to your store. Hopefully, their mother company, Ahold, has paid attention and implement a spin-off in their current non-social stores of Albert Heijn (NL).

How do you communicate a message that people don’t want to...

Thu, 16 Jun 2011 11:37:45 +0200

How do you communicate a message that people don’t want to hear off as most people just walk along when attention is trying to be raised. In response, this guerilla marketing campaign took the “walk along” part literally by telling the story in an engaging manner by underpinning the lack of attention.

The moment when I first laid eyes on @roamler, the start-up with...

Wed, 15 Jun 2011 10:00:06 +0200

The moment when I first laid eyes on @roamler, the start-up with #Heineken as one of it’s first customers, was.. why the *&(@ didn’t I came up with this. This service has such an enormous potential as you can utilize your customers as scouts, explores or even spies. Roamler users receive a message as soon as they get close to a challenge, which increases the relevance of the service and the likelihood that these users actually accept a challenge. Moreover, participants get paid when they fulfill a task, which increases the fun factor even more.

One of it’s first customers, Heineken, currently pays € 2 to every Roamler user who helps out Heineken to check whether it’s famous brew head (“2 fingers” for the dutchies) is offered in bars who offer Heineken. In short, Heineken checks whether the ultimate Heineken beer is tapped according to Heineken’s standards in order to guarantee the perfect Heineken experience. Not even mentioning the side effect, as users do not select a bar based on the location, people, seating’s or music, but depending on the beer brand that is being tapped.

In short, Roamler enables brands to maintain it’s standards in a cheaper way by empowering it’s customers, instead of sending out expensive employees. For multinationals who rely on standardization, but still pursue a level of customer intimacy, Roamler is an excellent tool.

Think of a supermarket chain who utilizes their shoppers by checking the availability of certain products. Take for example, Albert Heijn (Holland), who developed an app for it’s customer, so they could upload and share their grocery list with all it’s family members to keep the list up-2-date. This app could thus benefit from the services of Roamler, as the person who does all the shopping could be timely warned that product x is being sold out, but immediately receive an alternative Albert Heijn store, with a 100% availability guarantee for their grocery list. Again, the side effect is that 20-30 year olds with a limited amount of time will be more likely to shop by Albert Heijn supermarkets.

In short, Roamler is the answer for every brand that wonders how they could make the life of it’s customers a little bit easier in order to generate attention.

Is the FIFA corruption beneficial for FIFA sponsors..

Wed, 08 Jun 2011 17:59:00 +0200

Sports administrators are not necessarily to be relied on for good judgment when it comes to bad...

In desperate need of attention for your brand… then follow...

Mon, 06 Jun 2011 12:24:01 +0200

In desperate need of attention for your brand… then follow the example of @McDonalds as they did an excellent job in Stockholm. The king of burgers added some fun to the (rare) shopping breaks of shopaholics. By rewarding these prospects with a free meal, McDonalds created attention, which is well cherished by big brands these days. But I hear you think do I have to give away free product, to create attention? No but as scarcity creates attention and shopping is a group activity, I don’t think that a person who won a coupon visited the most nearby McDonalds on their own. A very good execution on how to create more business by pampering one prospect.

Would @CocaCola be one of your closest friends if it was a...

Wed, 11 May 2011 15:45:00 +0200

Would @CocaCola be one of your closest friends if it was a person..? According to their efforts above in Bogota, Colombia I would welcome them with open arms, don’t you? However, this is exactly the question brands forgot to ask themselves for years, namely “would you want to be friends with your business”. In short, (f)brands should embed a supportive role in their search for friends in order to prevent them from standing alone in the cold at a “bar” on Saturday night. This new marketing era is thus not founded on the adoption of social media, but on the need to go back to the basics. Marketeers should focus on experiences by not just offering products, but also create a shared context with consumers in order to become friends. Marketeers should thus set up campaigns were they can make the daily things easier for their “friends” in order to create a mutual relationship with friends that will help you in return. But not because of your tasty products, but solely because they value your little, friendly gestures.

@CocaCola has therefore initiated lots of friendships as commuters in Bogota (Colombia) spend an average of 4 hours a day stuck in traffic. Coca Cola Colombia decided to turn their frowns upside down by creating a drive-in cinema for their traffic jam. ‘Cinema ushers’ walked up and down the rows of cars offering 250ml bottles of Coke, popcorn, hot dogs, nachos and other popular concession goodies to those sitting in the traffic. Now let’s hope that they can also make life a bit easier in Holland with all it’s traffic jams and then I would be a lifelong friend mr. Cola.

Ps. I think you already have an idea by now what the focus will be of my new marketing agency, don’t you..?

This is a ppt from @idelange, who is also the man behind the...

Wed, 11 May 2011 12:33:30 +0200

This is a ppt from @idelange, who is also the man behind the brand utility presentation. These 99 slides explain a model for 24/7 marketing on social media. I think it’s spot on, especially the part were is explained that social media as an advertisement platform is wrong. For my hardcore followers (don’t even know if I have one, but nonetheless;) have read this before in another post and I thus totally agree. Nevertheless, take a look at the 99 slides and you would feel enlightened. So tell me what you think?

At first, I was planning to write a post about the new KLM Tile...

Fri, 29 Apr 2011 09:45:00 +0200

At first, I was planning to write a post about the new KLM Tile & Inspiration campaign as it’s once again a distinctive campaign. By embedding their brand advocates onto the design of their airplanes, KLM is showing their human face(s) to the world. The fact that numerous amount of people are willing to link their faces to the brand of KLM is more then a compliment for the Royal Dutch Airlines. However, I reconsidered my choice since marketing is in essence all about understanding your crowd and identify the moments in which you can support them in their daily lives. The KLM campaign does connects to KLM’s core values, but doesn’t really offer any support besides temporary recognition.

I therefore would like to devote a post to a well-known brand who regularly organises stunning events/commercials, but in my perspective let a slip right after. In short, I miss the “post campaign connectivity”, which would turn me into a brand ambassador and would extend the WOW factor to stimulate word of mouth. I therefore sincerely hope that the Heineken Star app is the first of many to lift the brand of Heineken. This app allows you to predict how a shot in a live football match turns out while battling with your friends. Football is a game you watch with your mates in which everybody has their own opinion. Creating a platform to challenge the insights of your mates is then just a superb idea. Does this app let me cheer with my mates…Yes!Heineken star certainly does that and maybe even with a bottle of Heineken, but after another promising start I would ask mr Heineken.. What’s next? Since your raised the bar of expectations once again….

Having troubles finding your brand ambassadors, this is how Mini...

Wed, 27 Apr 2011 12:04:52 +0200

Having troubles finding your brand ambassadors, this is how Mini did it!

The best way to get your message accross is to use word-of-mouth...

Fri, 22 Apr 2011 11:08:08 +0200

The best way to get your message accross is to use word-of-mouth by offering an experience in real-time. The tourism board of Canada choose Twitter to persuade Americans and I must say they did a pretty amazing job. The tourism board of Canada took the risk that negative comments appeared during their campaign. However, Canada was confident enough that there country offered true customer value, instead of masking the flaws of their product. This campaign is thus an example to follow for numerous of companies to create your distinctive power on your pross and not by masking the cons.

Nothing to add, a clear and coherent story with an important...

Wed, 13 Apr 2011 14:24:50 +0200

Nothing to add, a clear and coherent story with an important message.

In the beginning of January I commenced with my efforts to...

Wed, 13 Apr 2011 12:17:00 +0200

In the beginning of January I commenced with my efforts to acquire the Dutch master franchising rights of the tryvertising concept of Sample Central rights. As my ambition lies within the creation of brand advocates via a retail concept that deserves the attention of the consumer, this concept thus sparked my attention ever since it was introduced in 2007 in Japan as Sample Lab. So for me, Sample Central did tick all the boxes. For the ones, who are not familiar with the concept , it’s a store where members can shop for free as they pay with their knowledge via feedback. The feedback is given on concept products, which enables FMCG brands to gain product insights and stimulate word-of-mouth. This is stimulated by embedding a unique shopping experience and the scarce availability of the concept products. Therefore I have no doubt that this concept acquires attention and necessary word-of-mouth. FMCG brand will purchase shelve space and insights together with the prospect of word-of-mouth. However, as I progressed with the concept and talked with the franchisor, I did wondered whether the succes of the concept in Asia and South America can be levelled in Western Europe. The try before you buy construction, does appeal to every generation as the level of risk drops, but does free actually lead to sales in western Europe. This doubt was derived from the believe that the word will be about the free shopping experience instead of the tested products. The assortment changes monthly and as soon as 1 product is hitting the store, a member could have tested numerous products. In order to make a memorable impression, the products should be tested and distributed in an experience that thus will be associated with the product.

Research shows that 50% of the buying decisions are made unconsciously. The brain seeks for connections, even when they are not there. Our unconscious therefore makes a decision and our rational brain only seeks for the arguments to jusitify the desicion. Portuguese Neuro researcher Antonio Damasio proved that we first connect our experiences to an emotion, and afterwards connect it to our rational way of thinking. In short, before we think about whether we need a product, the decision is already been made. However, I would not like to discuss the value of finding the buying button in our brains, as I expect that customers will resent this form of manipulation. Nevertheless, it’s thus more useful from a brand perspective to offer as many positive associations to a brand as possible in order to stimulate your unconscious. Personally, I still perceive Sample Central as an excellent concept to execute tryvertising, but it succes depends on the level of saturation in the market. In the end the try before you buy construction shoud lead to higher sales when the actual product hit the stores, as the consumer knows what it’s getting in return. However, my view is that in more developed economies, attention should be awarded via experiences that embed the core values of your brand e.g. the brighter mornings campaign from Tropicana. Sample Central lacked in that perspective as it was stimulating their users to find the arguments to buy a product based on the product features (rational) and thus not in an emotional manner. In short, let your target group experience your brand in a distinct and surprising manner that tickles their right side of brain. But how..? I therefore know that this blogpost feels like I am doctor who tells a patient that he/she is sick, without any medicine to cure him. Well, just wait a few weeks, as in the next few post the medicine will be handed over to you;)

Yesterday, I had a meeting with a fellow marketeer and...

Wed, 13 Apr 2011 10:11:00 +0200

Yesterday, I had a meeting with a fellow marketeer and we questioned each other how many brands truly work and communicate according to their core values. With the sole purpose to establish elements in the b-2-c relationship that enables the consumer to actually recognize and experience a brand. Well, earlier on I described the brighter mornings campaign from Tropicana and they continued their efforts with succes. In France their slogan is “la journee peut commencer” or with Tropicana you can start the day. It therefore refers to energy, which is perfectly laid out in their new commercial.