Fairchild on marketing in practice

Marketing the real deal:
What they don’t teach you

Maastricht, September 23rd, 2010
Copyright © Fairchild

Content
1. Real marketing

2. How it works

3. How we do it

100923-mar-mu-guestlecture
2 Copyright © Fairchild

Who am I?

Rutger Teunissen

UM Graduate 2006

Thesis
The influence of regulatory focus
on ad effectiveness

Brilliant but useless

Who am I?

Unilever

Consultant @ Fairchild

Owner of www.klusopedia.nl

Why? Cause I needed it

How to find me?

rutger.teunissen@fairchild.nl

www.twitter.com/rutgerteunissen


My first lesson

What could I, a young kid that just graduated, teach all of
these professional companies, these big brands, with big
buildings, and guys with expensive suits?

LESSON 1: Most companies don’t really execute their
strategies. Most of them hardly form strategies.
By September, most managers rush to write their annual
plans to get the budgets they need for things they can’t
really foresee now. Is that strategy by the book?


My second lesson

I invented Youtube and Facebook… Sadly, there were 10,000
people just like me. Only two actually launched Youtube and
Facebook. I wasn’t one of them.

LESSON 2: You guys are smart, critical, some even creative.
Wow! As soon as you enter the business world you’re going
to rock and change the world.
Lesson: Marketers aren’t worth anything without finance,
process owners, IT, R&D etc. All those people that eat pizzas
and like programming difficult formulas.


Let’s get started!

LESSON 3: It’s not about performing your task the best, but
it’s about being attentive, and being able to quickly respond to
changes in the environment. That’s marketing in practice.


1. Real marketing


What the textbooks say…
Product
Leadership
‘best product’

Product
Differentiation

Operational Customer
Competence Responsive

Operational Customer
Excellence Intimacy
‘best total cost’ ‘best total solution’

© Treacy & Wiersema


Existing products New products

New Market Product
markets penetration development

Existing
markets Market
Diversification
development

© Ansoff



100%

13,6 13,6 13,6 13,6 7%

80%
10%

32.0 32.0 32.0 32.0

60%
21%

40% 62%
30.0 30.0 30.0 30.0

20%

24.4 24.4 24.4 24.4
0%

2000 2006 2010 2020 < 50K 50K - 75K

19 jaar en jonger 20 - 39 jaar 40 - 64 jaar 65 jaar en ouder 75K - 100K > 100 K


What practice
tells us


So real marketing is…

Hard work!


Real marketing is…

Return On
Customer
Interaction



The way you
pick up the phone


Real marketing is… The box your
product comes in



The tone of voice of your website


Parking space at your company


Selecting the right customers


Marketing is not all about theory. It’s not about Ansoff, or
Porter or putting segments into a tiny box.

LESSON 4: Marketing is about focusing on creating best
value for your (potential) customers. Sometimes marketing is
picking up the phone just a bit sooner, sometimes it’s
designing a box that is so cool, everybody keeps it. It’s about
delivering on all aspects of business, how small they might be
by themselves.


It’s not the best strategy that wins
but the best execution


2. H
ow
it w
ork
s


2. H Knowing your customer
ow Defining strategy
it w Creating a unique proposition
ork Delivering the front
s Delivering the back


Knowing your customer


Knowing your customer

LESSON 5: Research is paper, make sure
you really know your customer. So don’t
become the marketing manager who hasn’t
seen his customers in twenty years.


Defining strategy
A well-formed strategy
results in healthy growth.


Defining strategy
Ability to differentiate? Choose your own spot.


A good strategy =
your one message
to the world

NOT


Defining Strategy

What about ?

Creating a unique
proposition


What is a proposition?

Your key promise based on these questions
Who is your customer?
What are his deeper needs?
What do we promise/what is our solution?
What are the advantages for the customer
How is it unique?
What proof do we have?

Insight Needs Promise Proof


Wake up!


Proposition Wake-up light
Insight
With a regular alarm, people wake up disruptively
ch?
mu
Needs s as
time
Waking up on time, stress less and full8of energy
7-
o pay
Promise yt
Waking up naturally ers h app
m
usto
Proof arec
y
Lights Wh
slowly go brighter, relaxing nature sounds
Academic research


Nespresso voorbeeld erin zetten in zelfde format als v
wakeuplight


Proposition Nespresso
Insight
Nespresso voorbeeld erin zetten in zelfde format als v
People enjoy the luxury of barista coffee and complain about
wakeuplight coffee
their home ch?
mu
s as
ime
Needs
7-8t
pay
People want to enjoy special coffee experiences at home
o
yt
Promise h app
rs
me experience at home. What else?
sto
Easily the best coffee
u
arec
y
Proof Wh
Taste and luxury flavors, usability, design, George Clooney,
price, distribution


Delivering the front

So we have this nice marketing strategy and
proposition. How do we realize it?


LESSON 6: Promotion is only the tip of the Iceberg.


Brand
What tastes better?

Brown drink with
• Carbonated water
• Sugar
• Color
• Food acid
• Plant extracts
• Flavor
• Caffeine


Brand

Use every chance to spread the word

Product

Be remarkable!


Price ULTIMATE DEAL

If you become a customer now you will get a discount of
200% and you will get a free laptop

As soon as you are our customer we will ignore you and
let you overpay on our products and services and make
the terms so impossible you won’t be able to get out.

Question:
? Existing customers pay more than new customers.
Is this way of doing viable business on the long term?


Customer contact

I’m a client

I’m becoming a client I’m leaving


Customer contact
Every interaction is a business opportunity
Client asks a question
about moving
Client complains

Client has
suboptimal Energy
product Company
€ Client is
€
Customer ‘single fuel’
Lifecycle
€

€ € €

Client does not log in Client ends contract

Customer contact
Every interaction is a business opportunity

€
Sale
Retention
Service request
€
Cross- & up-sell
Payment
Information request
Complaint

LESSON 7: Companies need a holistic approach to customer
contact where sales and service unite.

Customers

All customers are different
All people want to be treated differently

Not all customers are desirable customers

Delivering the back

Delivering the back
Should marketing be a department or a method?

Department
Central in organization
Manages and delivers to
other departments

Method
Everyone is a marketer
Every department has a
marketer that guards
customer’s wishes


Delivering the back
People are crucial
From IT to the receptionist
From the CEO to the call agent

EVERYONE should work with the customer in mind and
according to the proposition they made!


3. How we do it

1. Making decisions 2. Making it work
Marketing strategy & tactics Operations/Project management


Return On
Customer
Interaction


Our Job - Clients

Nederland


Frequently Asked Questions

We have a promising concept.
How do we enter the market
successfully?

How do we develop Our market is declining.
a loyalty program? How do we create growth?

How can we make our
How can our business
customer contact
become profitable?
profitable?

How can we introduce How can we segment our
our product to the market and differentiate our
premium segments? offering?

The point

We are strategic marketing consultants
Just like you we are academics

We love strategy, new theories
and complex decisions
However…


Results are achieved on the work floor,
in practice.
Marketers need to combine strategic insight
with entrepreneurial pragmatism.


Rutger Teunissen rutger.teunissen@fairchild.nl
Lisanne Schoemaker lisanne.schoemaker@fairchild.nl

Energize Your Business

Hooghiemstraplein 142 P.O. Box 13321 T +31 (0)30 254 5680
3514 AZ Utrecht 3507 LH Utrecht F +31 (0)30 254 5736
The Netherlands www.fairchild.nl E info@fairchild.nl

Fairchild on marketing in practice

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