Note to self…

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This is just a small summary of the Marketing Live event I went two weeks ago from the 5 or so speakers that were there.

According to research by the University of Groningen (Peter Leeflang & Ruud Frambach 2009), in times of crisis companies should keep investing in Marketing because:

1. You risk losing your position and market share to competitors
2. You risk being insignificant versus private brands
3. Company value and shareholder value will drop

It seems a trend that CFO’s become more important than CMO’s due to the fact that marketing accountability seems difficult to prove.

– Price promotion do not have long term effect
– Expected effects of advertising are far too high
– Innovations fail too often (more than 50% of all product introductions fail)

British American Tobacco has investigated their consumer and described 25 consumer trends. Amongst them were:

– We want everything at the same time
– We want instant luxury (we want things to be available, easy, simple…)

According to the study companies should value the following:

1. Consumer insights: Client values & principles
2. Dare to choose and do not copy competitors (being different = positioning)
3. Market orientation (branchemarking)
4. Work together (consumer generated content, CRM systems, Product development)
5. Make marketing a core competence
6. Understanding your stakeholders (learn by connecting)
7. Creativity
8. Innovation
9. Accountability (measure from time to time: brand awareness, brand equity, client satisfaction).

Overall objective should always be creating brand (added) value.

Paul Postma presented how our brain works, by shining some light in the dark land of neurology. He talked about:

– Undetermined preferences
– Old neurology systems (millions of years)
– Determination and confirmation of our own behaviour
– Simple and quick decision making

Use your gut feeling (emotional brain) when: choosing your partner, buying a house buying art.
Use you ‘senses’ (functional brain) when investing, organisational changes, new product development.

How can we generate consumer insights?

1. Analyse and find patterns in historical data
2. Note behaviour of your clients
3. Surpress your own preferences and deny your marketing plan

Base marketing (also product development) on buying motivations and user experiences.

Google (Noud van Alem) had an interesting presentation about the 4 Types of engagement.

Based on attention and history they divide consumer behaviour [from low engagement to high engagement] in:

1. Adoptive (tagging, bookmarking)
2. Social (sharing, creating fan groups)
3. Collaborative (filtering, rating, voting, adding to favourites)
4. Creators (uploading, blogging, podcasting)

in 2009 group 4 is no more than 5% of total internet users, but this might grow in the upcoming years since people are becoming more and more individual multitasking creators.

Google measures engagement by multiplying: clicks x visitors x revisits x feedback x purchase x forward intell x etc. etc.

Innovation in the digital landscape is basically just doing it and optimising after launch. Don’t think you know it all in advance.

Launch it, monitor it, adjust it.

[Learning by Doing]

Cannes Lions Advergame by Dutch Gaming Industry

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The Dutch gaming industry are developing a unique game during the Cannes Lions Festival to promote the opportunities that gaming have for brands.
Follow us on this website http://canneslionsgame.wordpress.com .

For a real bad, time wasting and nonsense inspiration video check this link: VIDEOGAME CONCEPT

Leaving for Cannes Next Week

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THIS IS A CALL FOR ADVERTISING AGENCIES THAT WANT TO LEARN ABOUT INGAME BRANDING:

VISIT DUTCH GAME CONSULTANTS ON OUR SHIP “STAD AMSTERDAM” ON THE 25TH OF JUNE IN CANNES PORT STARTING 21.30 HOURS!

CALL ME IF YOU CAN’T FIND IT ON +316 4818 6632

BART HUFEN

Six levels of involvement

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Virtual BoyImage via Wikipedia


According to Gordon Calleja gamers have 6 levels of involvement when playing games, from shallow to ‘deep’.

“The six frames include: affective, spatial, narrative, tactical, performative and shared involvement. These are described as ranging on a continuum from conscious to internalized involvement.
The internalization of spatial and other frames of involvement can result in what I will call “incorporation”. This term replaces presence and immersion with the aim of displacing the binary relationships implied in these metaphors while proposing a clear conception of the experiential phenomenon they are employed to describe. It replaces the uni-directional plunge of player into game-space implied by the term immersion with one of simultaneous assimilation of the digital environment and presence to others within it.” Thus Gordon Calleja.

Explaining in short what the six levels mean:

Affective: do I like what I see, does it look attractive and comprehensible? Does it tempt trial!?

Spatial: do I understand the environment and basic mechanics of the game? Is the goal clear?

Narrative: How does the story involve me, which clues and progress do I get to keep me interested and involved?

Tactical: As soon as the above is clear, the player feels comfortable in this digital interactive virtual world. Gamers need to feel they understand and are in control of this constantly changing environment.

Performative: Searching for the boundaries of what I can do in-game (mastering the game). The gamer is bending and tempting the rules of play so to speak. Character identification probably takes place in this face and the virtual world and reality seem to start blurring.

Shared involvement: In what way can I interact with objects and (virtual) characters and (real life) team mates? In short: in-game socializing – a highly underestimated virtue of gaming (by non-gamers) if you ask me!

Visit this website for more on this subject: http://www.gordoncalleja.com/

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Pisswasser from Heineken and Carlsberg

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For the people that don’t know the game Grand Theft Auto, the game is packed with ingame (fake) Brands that wink to fastfood chains and Beer brands. One of the Ingame brands is Pisswasser. The label on the back of the bottle says: “You’re in, for a good time”. Enjoy crisp, salty taste of Pisswasser. The German fighting lager, of choice for the more discerning binge drinker. Brewed from rice, barley, hops and the fresh urine of Barvarian virgins. Bottled in U-Rhine.

Wouldn’t it be fun and great word of mouth if a brewery like Carlsberg or Heineken would sell the actual beer in reallife short after release of the game? Great limited edition and collectors items that would definately stirr up the brandscape!