Credibility: focus on the CEPs that marketing strategy are in line with your brand image . A sneaker brand that is mainly associated with sporty (for example: Asics) should not focus on the CEP ‘ A sneaker to wear when going out to a club and/or party’ . Competition: If the CEP is highly competitive,…
Mental Penetration (MPen). Mental mental market share penetration is the percentage (%) of category buyers who associate your brand with at least one CEP. A brand with MPen has a presence in the category buyer’s memory. This presence is no guarantee for good retrieval , but it is a good starting point. Network Size (NS)….
Let’s say Asics is launching a new Marketing Strategy marketing campaign and you’re ask what creative approach the brand can best use to grow the most. How do you ensure that the marketing efforts translate into actual brand growth? Before we answer that question, let’s first dive into the basics: how do brands actually grow?…
Every brand wants it: to be distinctive. Whether drink packaging it is a catchy logo, eye-catching packaging or a strong brand image – the question always remains: how distinctive are you really? We regularly see situations where the line between inspiration and imitation seems to blur. A recent example of this is Lidl, who with…
I don’t really believe in employer labor marketing branding, I think the brand should stand for something (see also point 1 about the vision), which attracts employees who fit in with it. For me, employees make or break organizations in the service industry. On the other hand, employment marketing/communication is important. Because you want to…
Despite the fact that the ageing goldmine of 236000 population goldmine of 236000 is often seen as a threat, research by ABN AMRO shows that the ageing population offers opportunities. There are 236,000, mainly highly ucat, experienc AOW’ers who would like to continue working on a flexible basis. These experienc professionals can be deploy quickly,…
Focus on the needs of both current organization deliver and future employees. Adapt work at individual, team and group level. This plays into the basic psychological need for autonomy. Conduct research into what your employees find important, for example through desk research, interviews or questionnaires. Below are some findings from Randstad’s Workmonitor 2024 among Dutch…
Labor shortages are now the ‘new normal’, but employees are a crucial part of your marketing strategy. They ensure customer relations, value creation, quality, fun and more. In this article I share 8 strategies to recruit, retain and reduce absenteeism. In a series of articles I will discuss the five biggest marketing challenges that SME…
Optimizing your production process Optimize production can have a significant impact on strengthening your competitive position, as it directly improves the efficiency, cost structure and quality of your products or services. Also read: How to use competitive research to conquer the market An optimized production process often leads to lower production costs. Reasons for this…
There is competition in almost every sector, and that is a good thing. Healthy competition is beneficial for both consumers and businesses. It stimulates innovation, promotes efficiency and ensures market forces. Do you want to strengthen the competitive position of your company? Then there are many different ways, of which I will highlight 3 options….
Sustainability is often already standard conscious conferencing in the ‘toolkit’ of event organizers. But in the area of DEI; diversity, equality and inclusion, I see that this is often still missing. According to research , this is currently only 10%, while 25% of organizers consider it a top priority. According to Forrester, this will increase…
What a fun and nice way it was to get neglect child again in touch with each other virtually: Wonder.me. During the lockdown I us this online neglected child again tool a lot, to let the virtual visitors connect with each other in a playful way. But I am also very happy that we can…