Prof. Jean-Pierre Baeyens

Solvay Brussels School of Economics & Management

the power of emotions

creativity marketing in post-modern society

Pre-modern eratradition, religion or the state are the sources of truth

Modern erareason, knowledge are predominant sources for truth & reality

Post-modern erano single defining sourceeach individual is defining his/herown truth and is at the center of his/her own reality

POSTMODERNITY

the Y generation iscreating new modelsredefining political, economical, cultural and educational power structures

digitalityallows people to manipulate virtuallyevery aspect of the media environment

change has become the status quo.

POWER TO THE PEOPLE !John Lennon

Traditional models

are dying !

FAMILY

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ADVERTISING

AIRLINES

TELEPHONE

MUSIC

TELEVISION

BANKING

POLITICS

TEACHING

From established authorities to networks

From science to technology

From reason to emotions

POSTMODERNITY

MARKETING ?classical marketing is like classical music...itcan be beautiful but nobody‘s listening to it...

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Classical marketing is based

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demand analysis and customer understandinghave been driving the marketing industry for years but ….most recent successes come from

market creation and radically new ways to imagine value chains

some creative models you know…

or don’t know…

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some creative models you know…

or don’t know…

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extra-ordinary value: much more for lower or no price !

smarter value chain lowering costs dramatically

new rules of doing business: redefining industry

new cultures of doing business: open, wiki cultures

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What’s in

common ?

Creativity MarketingAre you ready to redesign the world ?

creativity marketing: the art of generating emotional value

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redesign your marketing around a powerful idea !

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CREATIVITY MARKETING

building emotionalconnections with customersat each stage of the marketing process

CREATING EXPERIENCES

leading them to become« brand advocates » by sharing with others.

TRANSACTION USAGE

RELATIONSHIP

creative powerful ideas3 stages of customer experience

3 levels of action

GO fornew ways to conquer the five senses of customers to get them

Sense Feel

Think Act Relate

Schmitt (1999,2010)

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EXPERIENTIAL MARKETING

Experiential Marketing Examples:

DisneylandSouthwest airlinesSamsung smartphonesHeinekenHaagen DaszAbercrombie & FitchSingapore Experiential Maritime museumRolling Stones tours….https://www.youtube.com/watch?v=TcOXGuMD_cs&index=4&list=PLxHOUpBObAw7L9GIzHK7hCDU1qxjfkBb2https://www.youtube.com/watch?v=f4iQ3TCbqTk&list=PLxHOUpBObAw7L9GIzHK7hCDU1qxjfkBb2&index=9

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Experiential Marketing What should you care for ?

1. Building and increasing engagement

2. Increasing relationship and loyalty

3. Creating emotion and memories

4. Increasing awareness via buzz

5. Increasing action desire

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Experiential marketing aims to provide consumers with compellingand memorable experiences that emotionally connect them to abrand each time they buy a product. (Pine and Gilmore, 2002)

the 4 S acid test strategic ?

specific ?

superior ?

sustainable ?

KISS or SPICE ???

creativity

not only good ideas…

powerful ideas

SO WHAT ???

How to think of distinctive superior

ideas to light up your marketing

strategy ?

3 ways for you to think….

Be the indisputed leader in something2

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Product categoryPrestigeVisibilityServiceTraditionTechnologyCustomer friendlinessEntertainment….

Make it stick to your namefor years and

years…

Be a true specialist, focus on your niche and make your customers love you !

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CREATE your NEW business model

Look for a Blue Ocean

• extend market boundaries

• make competition irrelevant

• create « extra-ordinary » value

www.blueoceanstrategy.com/

NOW is time for ACTION

break the rules of your business

10 new ideas per day

reward failures

budget for idea lab

look for black sheeps

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NOW is time for FUN

be jazzy, spicy, sexy

look for extreme flexibility

be an online star

go faster

plan for the unpredictable

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A vision and a philosophy

A clear view of your target audience(s)

A value proposition

Intimate knowledge of your audience segments

Day to day interactions on line and off line

Active listening, smart observation, ongoing curiosity

ACTION PLAN

IF YOU WANT AN ACTION PLAN !

STRATEGY

EXPERIENCE MIX

AUDIENCE INSIGHT

Based on touchpoint and moments of truth analysis:MarcomEventPhysical settingWeb 2.0People

What ?When ?Where ?Who ?With whom ?For how much ?

Prof. Jean-Pierre Baeyens, MentorHolder of the Marketing ChairSolvay Brussels School of Economics & ManagementMobile: +32 (0) 475 25 66 31

Follow me on https://www.facebook.com/profjp.baeyens

MOVE DARE

IMAGINE CHANGE

CREATE OPEN YOUR EYES

SHAKE YOUR MINDS INNOVATE

DISOBEY