Stimuler les sens et offrir des expériences

Le marketing expérientiel en réponse au fail d’une communication classique

Un peu de créativité et quelques installations techniques ont suffi à l’agence Shackleton pour mettre en place une campagne créative de marketing expérientiel. Il fallait faire preuve d’imagination pour promouvoir l’arrivée dans nos salles de cinéma du nouveau Ghostbuster. En effet, la sortie de ce remake de SOS Fantômes (pour les amateurs de VF) est prévue le 12 août 2016 mais ne semble pas très attendue des internautes. Sa bande annonce est la plus dislikée de l’histoire de YouTube (avec actuellement plus de 980 000 👎) et s’accompagne d’un nombre incalculable de commentaires négatifs, souvent déplacés et misogynes. Pas facile donc pour Sony Pictures de faire de la promotion…

Il a fallu franchir le pas de l’écran et s’implanter au sein même de la réalité des consommateurs potentiels pour essayer de rectifier le tir. C’est à Madrid, sur la ligne 4 du métro, qu’a été mise en place « l’opération train fantôme ». Voici les résultats en images:

Réservez des surprises et offrez des sourires

Les actions de marketing expériententiel ont tendance à surprendre surtout visuellement et à mettre en scène des lieux, qui sont généralement les espaces de vente des marques. Les marketeurs derrière « l’opération train fantôme » ont donc fait preuve d’originalité en utilisant un lieu public et en se concentrant sur un sens qui reste un terrain de jeu assez inexploré de la communication commerciale: l’ouïe. Lorsque le cerveau détecte un décalage entre les sons et un environnement habituel, il se met en alerte et son attention est maximale.

N’est-ce-pas là l’un des objectifs du marketing, capter l’attention des consommateurs potentiels? Ouf! Nous voilà rassurés… Il reste bien du travail à accomplir pour les marketeurs et celui-ci est de plus en plus synonyme de créativité (comme quoi idea is really the key) ! Il va falloir brainstormer et déployer des campagnes marketing « out of the box » en vous rappelant que les individus ne sont plus à la recherche d’un simple message mais souhaitent être surpris et vivre de véritables expériences #experienceisthebestteacher.

Publicités

Netflix Guerrilla Marketing

Netflix Guerrilla Marketing

L’équipe Marketing de Netflix démontre (encore une fois) son talent …

50 affiches ont été soigneusement disposées dans la capitale pour offrir des recommandations aux passants parisiens. Les emplacements où ont été placardés les pancartes de cette campagne n’ont évidemment pas été choisis au hasard. En effet, les « conseils » prodigués sont en parfait accord avec les divers environnements urbains qui les entourent ! Enfin, notons qu’il s’agit de préceptes généralement juridiques émanant d’un certain Saul Goodman, personnage clé de la série originale « Better Call Saul » (déjà disponible en France). Encore plus d’images ici !

Netflix Guerrilla Marketing Affiche

Hello 4 C’s of Digital

The Digital Era

Every day, 20% of the terms typed into Google have never been searched before

Word of Mouth / World of Mouth

  • 93% of shoppers buying decisions are directly influenced by Social Media
  • 90% of consumers trust peer recommandations / Only 14% trust advertisements
  •  1 in 5 couples meet online / 1 in 5 divorce involve Social Media

 

Goodbye 4 P’s of Marketing / Hello 4 C’s of Digital

  • Creating: be original and provide engaging contents for your marketing target.
  • Curating: provide something unexpected and show your prospects that you really care for them.
  • Connecting: maximize the number of users who will interact with your Contents / Conversations / Community (people always want to be part of a tribe).
  • Culture: create a specific culture that perfectly suits your community’s vision of the world.

 

Another 4 C’s vision

4 P's versus 4 C's

Guideline by Market’

After presenting you key insights from amazing startup founders two weeks ago, I am pleased to offer you my personal guidelines (i.e a line by which one is guided … what a powerful concept).

I really hope these tips will be helpful to you and please remember to use them with caution as I won’t be held responsible for any of your future wrong choices …

-1- Experience is the best teacher.

-2- Businessmen generally jump directly to the effects (how much money they will earn; who will ever remember their names) but real entrepreneurs have to be the causes, the creators of somebody else New Reality. 

-3- More people own a mobile device than a toothbrush.

-4- Time is the only element that is perfect… It’s time to get busy, it’s time to get involved and if you’ve got a problem with that, it’s time to get it solved #HiTek.

-5- Whatever happens you should adapt and … Smile !

-6- Put yourself in your customers’ shoes and imagine « out of the box » solutions. If your team is saying, « That’s how we’ve always done it », then you might have a problem #MissionCléopatre.

-7- Never date a woman who eats more than you do.

Guidelines

Build a Successful Startup #KeyIdeas

If you really believe that you have something amazing to share with the world (and there is a market for it that will bring you money), you must go for it !!! To help you become a successful entrepreneur, I am pleased to submit to you key insights (the first one is clearly my favorite) from amazing startup founders :

-1- “We must learn what customers really want, not what they say they want or what we think they should want.”

Eric Ries – author of The Lean Startup

-2- “Don’t start a company unless it’s an obsession and something you love. If you have an exit strategy, it’s not an obsession.”

Mark Cuban – serial entrepreneur and investor

-3- “I think not focusing on money makes you sane, because in the long run it can probably drive you crazy. »

Kevin Systrom, co-founder of Instagram

-4- “The secret to successful hiring is this: look for the people who want to change the world.”

Marc Benioff, founder of Salesforce

-5- “Mistakes will not end your business. If you are nimble and willing to listen to constructive criticism you can excel by learning and evolving.”

Meridith Valiando Rojas, co-founder and CEO of DigiTour Media

-6- “The last 10% it takes to launch something takes as much energy as the first 90%.”

Rob Kalin, co-founder of Etsy

-7- “The product that wins is the one that bridges customers to the future, not the one that requires a giant leap.”

Aaron Levie, co-founder of Box

I really hope these quotations have given you inspiration and you have enjoyed this article. Next week, I will offer you, dear readers, my own insights that will help you become a better marketer, businessman, creator and more generally an improved person

Les enceintes intelligentes deviennent monnaie courante

Avis aux amateurs de son 2.0

Chers lecteurs, il y a exactement un mois, nous vous parlions du coup de cœur de décembre pour IITK (cf. article plus bas). Il était alors question de Prizm – un « objet fabuleux » – capable de rendre vos enceintes intelligentes. Ce n’est pas un hasard si ce concept révolutionnaire avait été repéré par nos radars et mis en avant sur ce blog. L’idée de diffuser de la musique sur mesure, parfaitement adaptée aux utilisateurs et au contexte, est clairement dans l’air du temps et n’a donc pas interpelé que les experts d’IITK …

En effet, Bang & OlufsLes enceintes intelligentesen est déjà sur le coup et l’a prouvé en révélant au CES de Las Vegas le nouveau BeoSound Moment. Le géant Danois offre à l’utilisateur la possibilité de choisir la musique en fonction de son humeur grâce à la « MoodWheel ». Cette roue de couleurs (qui s’étirent du bleu glacial au rouge ardent) s’avère correspondre parfaitement aux attentes des consommateurs, qui associent souvent le son à leur état d’esprit du moment.

Mais Bang & Olufsen va plus loin et semble avoir cerné la paresse grandissante des consommateurs #Don’tMakeMeThink. Ainsi, pour une écoute plus passive, sachez que le BeoSound apprend vos goûts musicaux au fur et à mesure de vos écoutes et peut, par exemple, vous proposer des morceaux en fonction de vos préférences et du moment de la journée (ou de la nuit).

Cette nouveauté sera disponible le 30 janvier au prix peu dérisoire de 2195€.

Vous souhaitez en savoir encore plus? Cliquez simplement ici !!

Pensées Partagées

~ Big Data, Big Mama, Big Problem ~

Big Data vous connaît mieux que vous ne vous connaîtrez jamais vous même. C’est une mère monstrueuse, un Big Mother toute-puissante, celle qui a tout à la fois terrorisé et enchanté notre âme de nourrisson…

– Serge Hefez, psychiatre et psychanaliste


~ Narcisse dans la toile ~

Le XX ème siècle, qui fut le siècle des dictatures, n’avait rien compris. Pour tout savoir d’un individu, le suivre à la trace, connaître chaque parcelle de son existence, la solution n’était pas la Stasi, la Guépéou ou tout autre avatar des polices secrètes, mais la liberté individuelle totale, mais la démocratie absolue. Ce que les régimes totalitaires n’avaient de cesse que d’obtenir par la force, la torture, l’intimidation, la délation, les écoutes ou la menace, voici que la démocratie libérale du XXI ème  siècle l’obtient sans rien demander: l’individu, via les « réseaux sociaux », est ravi de transmettre lui-même, l’ego aidant, toutes les information que nul ne lui réclame.

Yann Moix, dans « le un » (n° 10)

Cubic Tour: a new experience

See the world in 3D with Cubic Tour

Cubic Tour is one of those smartphone games that will challenge your mind. Be prepare to have a seizure next time you play tetris, because Cubic Tour will ruin your childhood memory!

So here we go, dark screen, slightly gloomy music playing. Let’s dive into Cubic Tour!

In a 2D world, you will have to think in 3D. I mean… you’ll have to LEARN to think in 3D, because it’s soooo unnatural, at least for people like me, who need a mental endeavor to pass this “3D in 2D” mindtrick.

Cubic Tour Smartphone Game

Cubic Tour Smartphone Game

Cubic Tour ruins your Tetris experience …

Cubic Tour 3D smartphone game

Using the geometric shapes, mostly from Tetris, you will have to turn and turn and turn the shapes to make it correspond with the “shadow” of the shape you have to form. Said like this, it seems childish right? Remember this game you played, when you were young and pure? The square goes in the square, the triangle goes in the triangle… Cubic Tour might just be the adult version of it, forcing you to be quick and to develop a 3D analytical mind.

But beware … As the level goes, the difficulty increases. Not only does the speed of the game goes from “grandpa on a walker” to “that’s like the Hyperloop, man!” 1, but the shapes will harden too. The Tetris-like kind of shapes will soon turn into very, very complex shapes you will have to tame.

A punitive game

It is clearly a punitive game! Whatever your skills are, the game will be hard. You will lose, and lose again. But Cubic Tour is fun enough to push you to try again. It is punitive as you will have to improve your skills and retry several times to succeed, but in the manner of a SMB2, the game perfectly knows how to dose the punishment with the satisfaction of victory! Cubic Tour is punitive, but sooooo rewarding when you finally go to the next level!

Cubic Tour 3D smartphone game

Cubic Tour 3D special smartphone game

The marketing behind Cubic Tour

On a marketing viewpoint, a few things come to my mind:

Simple: The concept around the game is very simple, easy to catch, just like a good catchphrase: really easy to understand. For a product to sell, it has to show quickly what it is used for and how: the game is then intuitive: it takes a few seconds to know what to do, and how to do it.

USP: Unique Selling Point: what is the ONE reason to buy the product, what is the ONE benefit you will get from the product? The Cubic Tour USP is definitely the overcoming promise: learn to think/visualize quickly and act, surpass one’s skills…

Sensorial Marketing: The music is far from what you can hear on “mainstream” games, it has its own unicity, create an ambiance and helps the user to dive totally into the game’s atmosphere.

– Enough with the freemium games! Indeed, the marketing technic used in those games is devilishly efficient but also very frustrating.3 It is refreshing to have a game designed for addiction through a subtle way. The difficulty progression is excellent, which will make you play more, think more and try to prove your skills!

I also wanted to talk about another game as Cubic Tour reminds me of it, but I didn’t know how to introduce it without breaking the rhythm of the article… So, just a few words about a PC/Xbox game, using the 2D/3D effects in an other way: Play “Fez”, you’ll thank me later …

1 See Elon Musk from Tesla, for more details : http://www.teslamotors.com/fr_FR/blog/hyperloop
2 Super Meat Boy (PC-XBOX, which I highly recommend!)
3 It is actually the key of this technic
 

Frontback – Shake Up Your Routine

« Please, give us a good excuse to take a selfie ! »

This sentence perfectly sums up the marketing idea which is hidden behind our mass consumption society. Indeed, it is imperative that you understand people concerns in order to offer them an easy solution. This is what Fredd, Frontback main creator, has achieved with his addictive camera app …

I won’t write down the thoughtful « official storytelling », uniquely designed to seduce the consumers … What I really want to is identify the genuine reasons that will lead you to become a Frontback Lover. The added value is clear, you are now capturing both sides of the story and your reaction is totally part of the scene you are documenting.

– You, and what you see –

Easy beer on Frontback App

Focus on the user

1 – What you see is real … (This is why I’m not on Instagram anymore !) The Frontback posted by the community cannot be uploaded. You truly have to take both pictures you need to produce your final invention. No more fakes, only authentic life is displayed here !

2 – An effective community management … Fredd and his team (especially Elissa – community manager) are very close to their users. They regularly send short emails in order to implement their co-creation strategy. They are carefully taking care of the Frontback community and are delivering an enjoyable, original, ergonomic and addictive app !

3 – Humans love risks … When you post a Frontback you are taking an « unconscious risk » and you are trying to obtain rewards. The main objective is obviously to get the maximum number of Likes in order to strengthen, in your mind, the fact that your life is extremely exciting! So please, « don’t let me be misunderstood » #NinaSimone …

4 – A dynamic dualistic prospect … A place to show your greatest experiences or just share your daily life. This mainly depends on the app vision you have and the way you use it. The perfect Frontback is definitely the one which transforms your routine life into a unique adventure !

5 – A creative community … This point clearly shows how powerful the application concept is. Indeed, users have found hundreds of pictures combinations and are continuously trying to invent new concepts. Last but not least, even if you are connected to a one million worldwide community, you will easily retrieve your offline friends thanks to an efficient geolocation system.

Be original & join the community !