Coronavirus – Solidarity message

In solidarity with what’s happening around the globe, I also want to encourage you to simply stay home.

Stay positive and creative.

And we can all get through this healthy, if we follow the rules. I count on you and this time the beautiful Swiss mountains, they can wait a bit.

Well cheers people from my home office, and I’m really looking forward to see you soon again.

Greetings from a Swiss mountain guy;-)

Claude Oggier

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

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.

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.

How to apply a human-centered marketing approach

Marketing is complex today and in times where we are moving towards a subscription-driven, emotion-driven, ad-free, big brand loyalty-free world, it’s just getting harder and harder to build relationships with people.
I bet you agree with me and today companies and the marketing firms need to learn the new rules to attract prospects, to convert creativity, content, and conversations into valuable customers.

A human-centered marketing approach addresses exactly this problem where you need to ask yourself;

How can you help somebody by doing something that is important to them?

Let me repeat it. How can you help somebody by doing something that is important to them?

The next step is to keep the conversation going by creating a helpful user experience that brings them closer to make a decision at each stage of their journey.
This is creating human impressions instead of advertising impressions and imagine how much more efficient your marketing would be if we all applied a simple human-centered marketing approach.

I’m Claude Oggier and my goal is to serve and help companies to make better marketing decisions.

I hope you find this useful and please share this message has I think it’s important for any marketer to embrace a more human-centered approach in a marketing world today.

But remember, as long as the Matterhorn stands everything is going to be alright. Well, cheers people from the Swiss mountains. It’s just a beautiful, sunny winter day and I’m just very grateful.

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.

The Power of Small Data vs Big Data

Hi people and hello from Lausanne. The city I moved to, let’s say in the 20th century but honestly, it still feels like it was yesterday. It’s just incredible how time flies.

Today, I would like to share with you my point of view regarding the hype around big data or machine learning. I mean, yes, big data offers a valuable but incomplete solution. Harvard Business Review studies and Martin Lindstrom, a branding expert and book author of small data agree that to fully understand your customers, you need to integrate both big and small data.

The power of small data is in teasing out clues to what consumers really want by spending time in focus groups listenings online research communities or most effectively, homes watching.

Martin Lindstrom says further; “intriguingly, we’re now turning the tables on the internet by circling back and finding human, not digital insights about ourselves based on our own unconscious online behaviors.”

Without understanding how your customers think, feel and act, you are unable to deliver an exceptional experience. Bottom line, today if you want to make the right decisions for your business, both small and big data combined, need to be applied in order to enhance the customer experience.

Hopefully this video is valuable to you. And as always, don’t be shy and reach out to me to discuss your marketing challenges. I would be more than happy to help.

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

Well people, cheers from 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.

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.

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.

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