Coronavirus and my state of mind

Hi people,

Let’s please keep in mind that the virus is still very serious but the taken measures in Switzerland they seem to pay off and situation is starting to stabilise. Which is very good and some businesses opened their stores this week in Switzerland, and I can only cross my fingers that we won’t have any setbacks.

Now from a marketing point of view, I was really looking forward to finally meet up with my longtime friend Mark Schaefer at his Uprising event in Knoxville, Tennessee in May. But unfortunately, the event got canceled but what’s even worse is that Mark caught the Coronavirus. Mark keeps his community informed about his health on a daily basis. And thankfully, thankfully, he’s recovering from the virus and I only wish him a speedy recovery.

This brings me to reflect on the past few weeks and I just feel fortunate during this time of uncertainty, where I’m grateful for the little things. And I believe going forward, I think we all will need to take more responsibility and balance out our actions.

Nevertheless, I’m starting to feel excited about coming out of this lockdown, even though the world will probably never be the same, but I’m fine with that. People stay safe, stay positive, and we keep in touch.

But remember, as long as the Matterhorn stands, everything is going to be alright. Cheers people from Gland. I’m actually in the Botanic Garden in Gland, which is right next to where I live. And this is the place where I usually take my lunch breaks to recharge my batteries over lunch, and I’m just hearing the lovely birds, smelling the lovely flowers and I’m just enjoying the moment.

Have a good day. 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.

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.

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.

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.

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

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

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