Category: Education

When a CEO doesn’t like Marketing

If you are also in love with marketing, please subscribe to my blog and Youtube channel and stay up-to-date with today’s marketing challenges in a digital world. It would mean a lot to me.

Certainly you must be familiar with the 4Ps from Philip Kotler and let me tell you one of his stories about marketing. 

There are 2 groups of CEO’s with respect to marketing.
1 group who doesn’t like marketing and 1 one group who loves marketing.
Maybe you have already seen a company where the CEO  says: “I don’t like Marketing, but I know i need it, and all I want from marketing is some communication.I just want someone to broadcast and promote us.”
Well, that person is missing a lot of things and then there are other CEO’s who are 4P CEOs who say:”I need a marketing plan.” A plan that mentions my product: What is good about the product. Price: What should it be priced at? Place: Where should be made accessible? Online, offline, in stores? and last but not least promotion. 

So that’s a more educated view of the potential of marketing but there is even a better CEO who says:”I want to start with the fact that the market is complex. There are a lot of segments and each segment deserves its own plan. Only one value proposition for the whole market doesn’t trigger anything. So what segment should we go after?

This brings us to the conclusion that the role of marketing  in a company is very complex and influenced by the CEO’s view of marketing.

Please leave a comment below and share with me your CEO’s view of marketing.

But remember, as long as the Matterhorn stands, everything is going to be alright.

Cheers people and stay safe!

Source courtesy:
Philip Kotler’s speech: https://www.youtube.com/watch?v=sR-qL7QdVZQ

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3 ways to understand better your customers

Hi people, a quick message from the beautiful Swiss and mountains. Still today many executives don’t understand their customers and how they come to the decision to buy their products or services.

Well, let me briefly provide you with three simple ways on how to understand better your audience. Everything starts with gathering basic information to avoid assumptions. Knowing their basic demographics such as age, location or sex, ensures you base your messaging on real facts. Use your analytic tools to get the information.

Number two is to start mapping out your customer journeys to learn as much as possible about your valuable customers from web browsing activities to their needs, and interests, to potential opportunities.

The number three you want to find out what online resources do they use to find information before making a purchase. Asking for their email address through a sign-up page is a great starting point for further email marketing.

And to get the most out of your findings you want to segment your audience to be able to send the right message to the right people at the right time.

Well, I hope this was useful. And I just want to go and catch up with my family and talk to you soon again. Cheers from the beautiful Swiss mountains. It’s freezing today, but the conditions are excellent.

Greetings from a Swiss mountain guy;-)

Claude Oggier

More marketing questions? Call me at 0041-78-637-4314 and I am happy to help.

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How to scale human impression – CHANEL case study

Hi people,

I just wanted to share with you a short story today from my work experience at CHANEL on how you can scale on human impressions. CHANEL, the luxury brand invites people to join their unique workshops. People joining the workshops are either staff members or B2B clients. The brand connects with people by providing an exceptional experience that turns them immediately into brand ambassadors. And what’s beautiful about this is that you can just do the same today.

Delight your most valuable people because they will spread their unique experiences with other people. And this is scaling on human impressions. And CHANEL is a great example of how you can create meaningful experiences to delight people, build long-lasting relationships and scale on human impressions.

I hope this is useful to you.

But remember as long as the Matterhorn stands, everything is going to be alright.

Cheers people from Gland. It’s getting windy and a storm is supposed to come up. So be safe and talk to you soon again. Bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

More marketing questions? Call me at 0041-78-637-4314 and I am happy to help.

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The key to digital communication overload

Often I’m hearing companies saying that they understand the importance of good online interactions with people. But many times the executive team looks at digital marketing, just as items on a checklist. Instead of looking at what connection is created with a digital asset, they only focus on the asset itself.

It’s a big mistake, and you and I are smarter. Therefore, let’s not misplace your focus because it can easily damage your overall brand reputation.

Now, what’s the goal of your digital communication?

Digital communication needs to provide a story that people are able to consume, understand and apply. Make the story more human and you will stand out.

Experts predict that social advertisement budgets will double in the next five years, digital communication will become saturated. Meaning the need for strong and concise digital content will be at an all-time high. A constant focus on the quality of your digital communication is key.

People it’s time to get your house in order in the digital space. If you need help, please feel free to reach out to me and I’m more than happy to help.

But remember, as long as the Matterhorn stands, everything is going to be alright.

Cheers people from a rainy day, but at least the forecast is that it’s about to snow in a few hours and looking forward to that.

Greetings from a Swiss mountain guy;-)

Claude Oggier

More marketing questions? Call me at 0041-78-637-4314 and I am happy to help.

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A brand mission I feel connected to; Frontiers case study

I just wanted to take a minute to share with you why I feel connected to Frontiers brand mission and their open-source platform for scientists. First of all Frontiers mission is to make science open in order for society to have access to the latest research from topics such as climate change.

We all know, looking at what’s happening in Australia, we are simply out of time to debate climate change.

I’m their fan and support the brand mission because of their social commitments. I mean, research is the foundation of modern society and it’s thanks to advances in science that we enjoy longer, healthier, and more prosperous lives than ever before in human history.

Connecting with people, communicating brand values, and social commitments, in a more human way, that’s a must today to stay relevant in the eyes of today’s connected consumers.

Which brand do you feel connected to? Which brand mission is resonating with you? Please let me know in the comments section. I would love to hear from you.

Well I hope this resonates with you and if you would like to discuss your marketing challenges, please feel free to reach out to me and I’m more than happy to help.

But remember, as long as the Matterhorn stands, everything is going to be alright. Cheers, people. I’m in Lausanne and I talk to you soon again from another great location. Bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

More marketing questions? Call me at 0041-78-637-4314 and I am happy to help.

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Kick off 2020 by getting your digital house in order

If you are in marketing, communications or digital marketing, I just wanted to take a moment to reflect on how grateful we are to be working in the world’s best field. The industry has certainly challenges but the opportunities are almost endless.

Kicking off my 2020 journey, my goal is to create value, to understand as much as possible about today’s constant changing consumers and to help people to succeed in marketing. If you are a brand, kick off 2020 by getting your digital house in order where you aim to be crystal clear about your ideal customers and your target audiences. Then delight them with engaging and exceptional experiences. People will respect and reward you for that.

But remember, as long as the Matterhorn stands, everything is going to be alright. And yesterday, I had a fabulous day in Zermatt and I can ensure you that the Matterhorn still stands very well.

Well, cheers people from Steg, my home village where I was fortunate to grow up with my longtime friend Raphi, who is having an amazing career in football. I wish him and you only the best for 2020. In the back that’s basically the football pitch, where we used to play endless hours of football. It was so much fun and I talk to you soon again from another place. Bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

More marketing questions? Call me at 0041-78-637-4314 and I am happy to help.

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In Which Direction Blows The Wind In Marketing in 2020?

Hi people,

and hello from Parc de Milan in Lausanne. That’s the place where I normally go for my daily lunch walks when I’m in Lausanne. I mean, you overlook “lac léman” and the mountains. It’s just beautiful. And to me, that’s just what I need to refresh my mind and to get some fresh air over lunch.

People, today, I wanted to take a minute with you to share with you my three marketing ideas for 2020. I think if you focus on these three ideas in 2020, you will contribute to the success of your company, no doubt.

First idea – marketers needs to continue focusing on providing exceptional customer experiences through innovative brand driving activities.

Second idea – know your customers better than your mother by understanding clearly your customer journeys from your on- and offline touch-points. For example, a prospect engages through a phone call, direct email or digital engagement.

The third idea – create exceptional emotional stories to inspire people and to propel your brand story forward through your customers, because
the customer is in control today.

These are my three main ideas for 2020. And this year, my source of inspiration was coming from Mark Schaefer’s new book called The marketing rebellion, where he predicts that the most human company wins, and I fully support his prediction.

Now it’s up to you who inspired you this year to make better marketing decisions? Let me know in the comments section, and I would love to hear from you.

But remember, as long as the Matterhorn stands, everything is going to be alright.

Cheers people from Lausanne and talk to you soon again from another great location. Looking forward to it. Bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

More marketing questions? Call me at 0041-78-637-4314 and I am happy to help.

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We over-invested in digital advertising: Adidas Case Study

Hi people,

and a warm HELLO, well, rather cold one from the Swiss mountains, where I’m enjoying the first ski day of the season with my kids. A couple of runs are already into our legs and it’s just beautiful up here.

But I just wanted to take a minute with you to share insights I found regarding the sportswear company Adidas and their statement which says: “we over-invested in digital advertising”.

I mean, what does this mean?

For years, Adidas had the understanding that it was digital advertising driving e-commerce sales and as a consequence, their advertising split was 23% into brand and 73% into performance. Their attribution model was based on the last-click but it did not do any brand tracking. Their focus on efficiency over effectiveness lead to KPI’s on how to reduce cost rather than what was in the best interests of its brands.

I mean, what did they change to address this problem?

Adidas introduced a new campaign framework, with emotional brand driving activity at the center, and with a focus on generating again brand desire, creating desire by connecting with consumers around major campaigns three or four times a year while at the same time running advertising with a rational message.

This brings me to the conclusion that you or your brand, you need to create meaningful experiences that appeal to your customers. Because both brand awareness and performance campaigns, they need to coexist in order to maximize sales.

Well people, I hope you find these insights useful, and I would, as always, love to hear from you. Leave a comment about your marketing challenges, and let’s get the discussion going.

But remember, even in the beautiful Swiss Alps and there’s not the Matterhorn in the back, as long as the Matterhorn stands, everything is going to be alright. Well, cheers people, I need to go and catch up now with my kids. They’re already ahead;-)

Cheers. Talk to you soon again from another great place. Bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

More marketing questions? Call me at 0041-78-637-4314 and I am happy to help.

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Is technology hurting your marketing effectiveness?

Hi people,

I hope you’re doing well and I’m saying hi from a viewpoint I visit frequently during summer when I go cycling. I mean, look in the back. It’s a spectacular view today over lac léman (Lake of Geneva) and the Alps where it’s foggy today. And it’s just great to be above the fog and I feel very grateful.

Now people my question for you today is do you have the feeling that your marketing campaigns are less effective than they used to?

Do you have the feeling that your marketing is falling behind?

Well, I believe a problem today is the abusive use of technology where too many marketing messages have forgotten the human connection or human element. Everything seems to be programmed and automated by marketers, who seem to have forgotten about what makes actually good sense. It’s simply annoying, it provides mediocre results and simply we must do a better job if we want to keep people’s trust in our products or services.

And here is my take on what we should do.

Marketing to digital natives has to be consensual. I’m feeling concerned and I believe you too. Therefore marketing, in general, has to be consensual.

Somebody at the top of the organization needs to declare that building trust in a more human way is a top priority.

Make the success of your customers be your most important KPI.

Embrace technology and make the consumer path to your product or service fast and easy. By all means, use artificial intelligence to accelerate and automate repetitive processes.

Provide customer service value by informing consumers on their order status or to students about their program progress.

Create ongoing conversations with your biggest fans and stay relevant in the consumer’s eyes when they decide to make a purchase.

Last but not least, brand building and building trust with consumers has never been more important than today. People want to be respected, don’t abuse people’s trust with technology.

Well, I hope you enjoyed these insights and I would really love to hear from you about your marketing challenges.

But regardless, remember, as long as the Matterhorn stands, everything is going to be alright.

Well, cheers people from this great, spectacular viewpoint.

Talk to you soon again. Bye bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

More marketing questions? Call me at 0041-78-637-4314 and I am happy to help.

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Why I Struggled To Demonstrate A Social Media ROI at Nespresso

Hi people,

I’m saying hi from Gland, the place where I live with my wife and two children. I’m privileged to live very close to the water and to see the Mont Blanc. Well, unfortunately not today. But believe me, I get to see the Mont Blanc very often. It’s somewhere there in the back. Right now, it’s a little bit cloudy.

So people, today I’m reflecting on one of the great experiences that I had in my career at Nespresso and my biggest struggle.

Let me be very honest with you. Clearly, my biggest struggle was to demonstrate a return on investment (ROI) from social media. My struggle was to measure accurately the customer’s interactions from various touch-points with the brand, but most importantly to show evidence in terms of dollar benefits coming from social media.

At that time, it was still hard to set up properly, the tracking and to combine different datasets from different digital channels. Plus the data from analytics was showing discrepancies.

Now what would I do differently today?

I would not over-focus on the return on investment but rather demonstrate the brand-building benefits from social media that go beyond short term dollar benefits.

I mean, you tell me, how do you want to measure word of mouth, peer to peer interactions or human connections?

I would further highlight customer satisfaction. For example Tennis star Stan Wawrinka who was not sponsored by Nespresso but frequently posted on social media his Nespresso moments.

Make Nespresso customers the heroes and demonstrate it through mini-videos you can share on your digital channels.

And here is how.

Create emotions and unique experiences by inviting your brand ambassadors to an event where they can demonstrate their creativity with coffee capsules. I mean, one person created a bathing suit out of coffee capsules. Doesn’t this just show their love for the brand, and I’m convinced they will share their story with other people in a heartbeat.

People, this is scaling human impressions, instead of advertising impressions, which is just much more powerful.

I hope you find these insights useful and I would love to hear your marketing challenges.

And of course, I’m wishing my Nespresso friends all the best during the Christmas period. And obviously, I can’t wait to discover a new Clooney clip soon.

Well, but also remember, as long as the Matterhorn stands, everything is going to be alright. And I’m sure Nathan agrees with me;-)

Cheers people from Gland and talk to you soon again from another great place. Bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

Marketing questions ? Call me at 0041 78 637 4314

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