When a fan cooks for Roger Federer: Barilla case study

Hi people,

today I’m saying hi from Zurich. A city I missed and a city where I went to school a long time ago to become a surveyor. I’m not kidding you. But it did not take me long to change my professional direction when I experienced for the first time the internet back in 1998 😉

Now before sharing with you my marketing message, I would like to congratulate Roger Federer for his 10th title at the Swiss Indoors. It’s just an incredible achievement and my marketing message for you today is coming from Roger’s sponsoring brand Barilla, who understands how to connect human emotions. The story comes from Daniela.

Daniela has 2 passions. Tennis and Roger Federer. When he plays everything stops in life. During a tournament, she wanted to create something nice and invited Roger for dinner, written on a poster. Barilla noticed her through Twitter and invited her to participate in a Barilla cooking master class. But she had no idea what surprise was coming. Roger walks into the room to have dinner with Daniela and her face shows emotions that can’t be explained. And it’s just such a beautiful example of how a brand can connect in a more human way with their fans. (Judge for yourself on Youtube)

I hope this resonates with you. And please feel free to share with me your marketing challenges, and I’m happy to help you.

And remember, even in Zurich, as long as the Matterhorn stands, everything is going to be alright.

Alright people, have a good day. Talk to you soon again from another great place.

Greetings from a Swiss mountain guy;-)

Claude Oggier

Text or call me under 0041-78-637-4314

Make me a hero: Adidas case study

Make me a hero: Adidas case study

Hi people,

Welcome to Paradise. Seychelles Islands are not only a unique place for honeymooners, but it’s also a unique place for its rocks. Seychelles are unique in being the only mid-oceanic islands made of granite. Most islands this far from mainland are volcanic, coral and sand. Just take a look in the back how beautiful the rocks are. And there is even one right here in the middle of the ocean, massive granite.

Now loving marketing, today I would like to discuss with you a case study from Adidas. Fabio Tambosi’s team at Adidas take marketing to the next level because they listened to the consumers when they said, “don’t give me more heroes. Make me one”.

This is really putting the consumers at the center of their thinking.

This is what marketing is today. The way to go forward for you and me by putting humans back into the center of everything that we are doing.

Go and check out Adidas most recent campaigns on Instagram https://www.instagram.com/adidas/, get inspired and share your thoughts with me to open the discussion.

If you have marketing challenges you would like to discuss, reach out to me and I’m more than happy to assist. (My phone number: 0041-78-637-4314)

Now, remember, as long as the matter understands everything is going to be alright.

Have a good day. Greetings from the Seychelles islands and talk to you soon again for a very special place.

Greetings from a Swiss mountain guy;-)

Claude Oggier

Disclosure: By now I guess you know that I am a big fan of Mark Schaefers marketing vision and I found out about this amazing case study while reading the book “Marketing Rebellion” by Mark Schaefer. I adjusted the original story to make it resonate in a very simple way.

Marketers are asleep. Consumers are the new marketing department.

Hi people,

Welcome from paradise where I’m currently celebrating our 10th wedding anniversary. The Seychelles islands are a very special place and if you want to delight or surprise your partner one day, I mean this is the destination that you cannot go wrong. Just take a look at how beautiful the beach is in the back. You see some waves coming in, beautiful weather.
It’s not too warm today, beautiful conditions to enjoy a lovely holiday.

But now, let’s come back to my favorite subject again, which is marketing and I’m afraid to tell you that marketers, you are asleep. McKinsey’s research indicated already back in 2009 that consumer behaviors are changing the way they to do research and buy products today. Mark Schaefer’s new book called “Marketing Rebellion“, which came out at the beginning of 2019 highlights that consumers are the new marketing department. They are in control of a staggering 2/3 (two-thirds) of your marketing. Only 1/3 (one-third) is controlled by the marketing department.

I mean, please, this must be a wake-up call for you and me and all of us.
Here is what I would suggest doing.

We have to create consumer conversations, drip by drip, keeping your product or service in the mind of the consumers when they consider a purchase. Time over time. Period.

But remember, as long as the Matterhorn stands, everything will be alright. 

Alright people, it was great talking to you. Have a good day and I continue enjoying my beautiful holiday at the Seychelles islands and I talk to you soon again from another special place. Talk to you soon. Bye bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

Connected consumers want to trust your brand

Hi people,

This is the view from the place (La Dullive, Gland in Switzerland) where I often go swimming during the summer. Now we are in mid-October, water temperatures are about 15 degrees, and I still want to go swimming;-)

But before I go swimming, let me just share with you my thoughts on today’s connected consumers.

A few days ago, I attended an interesting conference where discussions were around risks and opportunities in a data-driven world. At some point, the audience had to debate about privacy versus personalization. And to my surprise, the majority of the people, want actually more privacy. But as a marketer, that’s a clear signal that today’s consumers, especially the connected consumers, do not trust your brand. What can you do?

I think we need to take this opportunity and start building again trust through human interactions, human connections and putting the human element back into the center of everything we do in marketing. I know it’s a lot of effort and a lot of time. But to me, that’s the only way if you want to build a trusted and long-lasting brand.

If you would like to discuss your marketing challenges, please feel free to reach out to me and I’m happy to help.

But remember, as long as the Matterhorn stands, everything will be alright.

Alright, it’s time to go swimming now.

Take good care and talk to you soon. Bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

My authentic view on human-centered marketing

Human-centered marketing by Claude Oggier

Marketing can be overwhelming. It can be overwhelming to constantly try to optimize your marketing channels.

But what about if I tell you that today we have this great opportunity to connect again with our biggest fans, connecting with the people that we care, showing that your brand is human that there are humans behind it?

I think we need to go back to remind us that people they buy from humans. We have this really great opportunity to put the people at the center of everything we do in marketing.

But remember, as long as the Matterhorn stands, everything will be alright!

Greetings from a Swiss mountain guy;-)

Claude Oggier

How Machine Learning Can Help You Achieving Your Business Goals

Are you providing a delightful user experience? 

Are you pushing the boundaries through machine learning?

Get insights from Avinash Kaushik, Digital Marketing Evangelist at Google.

https://www.thinkwithgoogle.com/marketing-resources/machine-learning-at-google/

#machinelearning #userexperience #marketing 

Greetings from Lake Geneva Area,

Claude Oggier

My Marketing Friends Are Stuck

Join the marketing rebellion movement launched by Mark Schaefer and let’s face the truth.

The advertising industry is in trouble because more and more consumers feel disrupted with impersonal ad messages and use ad-blockers to avoid them.

Today’s customers are in control. The customers are the marketing department. Don’t believe me? Watch the video and judge yourself.

Reference: Mark Schaefer’s book called “Marketing Rebellion”

Share your thoughts.

I would love to hear from you.

#MarketingRebellion #MarkSchaefer #marketingwithpurpose #marketingmission

Greetings from Lake Geneva Area,

Claude Oggier

Is my Marketing Job at Risk Because of Artificial Intelligence?

Yes, As a marketer I believe my job can be at risk due to artificial intelligence if I am not trying to embrace new technologies, to think of different ways on how to add value to customers and to serve their needs through more human centered marketing.

I recently listened to a great discussion by Dr Karen Yeung
The Deep Dive – Episode 15: Dr Karen Yeung on Human Rights And Artificial Intelligence (41:47)

Dr Karen Yeung talks about some Pitfalls like:

  • You don’t know what to trust anymore because each personalized message is different.
  • What damage can happen when the data collection gets into the wrong hands?
  • Voice recognition can make a phone call sound like your mother. Creepy no?
  • Tradeoff: How much privacy are we willing to sacrifice to the sake of convenience?

Are these pitfalls making you uncomfortable or do you feel like this is just the way the world functions today?

What do you do?

I believe you need to apply a more human centered marketing approach today. It’s time to start re-imagining your marketing strategy. Open up, listen carefully to your prospects or customer. The secret lies in your ability to understand your audience’s point of view, to see things from their angle and to serve their needs.

Please feel free to reach out to me if you would like me to listen to your thoughts on your today’s marketing challenges.

Take care for now and greetings from Lake Geneva Area.

Claude

Illustration marked safe for re-use by Google search

Madness or people with a sense of belonging?

I am fascinated by The North Face advertisement “Question Madness”. Mark Schaefer talks in his new book “Marketing Rebellion” about how the company highlights the madness of extreme sports people, who build a true sense of belonging. As Mark Schaefer wrote in his book

“Belonging is primal and fundamental to our sense of happiness and well-being.”

Mark Schaefer ,author of Marketing Rebellion

This advertisement tells stories that serve, inspire and entertain the extreme sport climbing community. This is truly new advertising people want to see today where we are moving towards an ad-free world. We all want to belong to a community that shares our personal values. Meaning companies need to serve their fans.

Watch the video and share your thoughts. Is it madness or people on the quest of belonging?

Be more human and let the marketing rebellion movement begin.

Mark W. Schaefer is an internationally-acclaimed speaker, author and college educator. His other books include “KNOWN”, “The Content Code,” “Return On Influence,” and “The Tao of Twitter,” the best-selling book on Twitter in the world.

#MarketingRebellion #MarkSchaefer #marketingwithpurpose #marketingmission

Greetings from Lake Geneva area.

Claude Oggier

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