In the marcom sector, it’s time to challenge what everybody is doing automatically. Most marketeers step into the pitfall of swift communication, nice and creative advertising, heavy 360° activation, straight promotions, etc… without thoroughly coping with real business objectives of manufacturers. Not only has today’s consumer behaviour changed very different from before, also the manufacturer/clients’ needs have changed strongly into effectiveness, ROI, bottomline, etc…
Therefore, marketeers need to re-think what to do to help the clients’ business move on, before we start to practice marketing a brand. This doesn’t mean that brand management or equity building have become less important. An inventory of real cases prooves that the way how todays’ brand challenges are approached, is simly not complete and often not in line with the manufacturer bottomline needs.
A revised definition of “marketing” should therefore be scanned and modernised. This will bring us to the essence of marketing : converting. Because it’s all about people/consumers who buy the product/service, as a user/client. “Convertising” is the new name for the old method to convert non-users into users, low/medium users into heavy or to retain existing users from leaving the brand franchise. Making a structural link between sales & marketing, because sales is also marketing. Depends on your definition. But it is much more than jumping on new media tools like facebook and others.
We redefine with the “Applied Convertising Method©” todays marketing, increasing relevance of marketing & sales for a company, whilst returning business results in order applied to achive the business goals.
The new model of “Applied Convertising Method©” challenges heavily the automatic industry standards in marketing environment. We will look for the relevance of established marketing techniques within 2010 context, whilst bridging marketing to sales. Where sales is no longer dirty or neglected by creative people. We will showcase that the search for return on relevance can be found in a non-traditional approach, re-opening the procedures to achieve the objectives of the manufacturers in a measurable way.
Why you shouldn’t miss this presentation:
- speaker that dears to question established opinions around marketing
- interesting new way to approach marketing and sales, with a renewed focus on results
- introduction of the “Applied Convertising Method©”
- speaker from an undiscovered and underestimated but well know Benelux agency
- disclosing the world of “convertising consumers to transact with your brand”
Bio
- Master In Applied Economics – University Antwerp Belgium
- Sales @ Unilever Belgium as Key Account Manager
- Marketing @ The Coca-Cola Company Benelux – Brand Mgt Coke Light & Mkt Mgr Coke
- Bananas Benelux - Managing Partner
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