MarkEUR #1 January 2013
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Interview with Bas Paumen; marketer at Microsoft What music and sound can do for you Top 3: best and worst marketing campaigns Magazine Marketing Association EUR #1. January 2013 BOND'S BEVERAGE "BREWED, NOT SHAKEN"
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MarkEUR, a publication of the Marketing Association EUR (MAEUR), is a magazine created for all that are affiliated to MAEUR or have affinity with marketing. The MarkEUR committee aims for delivering the finest magazine containing a broad range of marketing related topics.
Transcript of MarkEUR #1 January 2013
Interview with Bas Paumen; marketer at Microsoft
What music and sound can do for you
Top 3: best and worst marketing campaigns
M a g a z i n e M a r k e t i n g A s s o c i a t i o n E U R #1. January 2013
Bond's Beverage"brewed, not shaken"
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Young Talent Programme de ideale start! Groeien en leren in een driejarig programma met de
volle focus op jouw unieke persoon en talenten. Ga voor meer informatie naar www.nestle.nl
Port ofRotterdam
editorialPartners
What was that word again…?Although this issue is not built upon a specific theme, I had been racking my brain for
days trying to find a word that would describe it best nonetheless. Exhausting my
literary vocabulary, browsing through metaphors, no word seemed to capture it all.
There was however, one particular silly word that kept bugging my mind-search right
from the start: ‘new’.
How unfortunate as it may seem, ‘new’ is the most appropriate and
comprehensive term for describing this issue. Simply because there is a lot of ‘new’
going on regarding this MarkEUR: a new design, a fresh team of writers and editors,
new sections and a new editor-in-chief. Also with regard to the topics there is a lot of
‘new’ involved: a twist of beverage for James Bond, a brand new operating system
developed by Microsoft, and marketing graduates entering a new stage of their lives.
However, ‘new’ can only become something good – read ‘improved’ – when ‘old’ has
been thoroughly scrutinized and assessed. Hereby we now arrive at the act of ‘change’.
Even though Obama does well with his tagline, changing for the sake of ‘change’ could
turn out to be pretty costly in the end (check out the fails in the Fail/Score pages).
In the section Golden Oldie you will find different examples every issue of brands
handling ‘change’ properly. In other cases, ‘change’ might be a bare necessity, like the
present usage of in-store music.
So both ‘new’ and ‘old’ come in good and bad and so does the act of ‘change’.
Hopefully you like the way we have applied these terms to the MarkEUR.
At least they provide a nearly inexhaustible source for article writing: Enjoy.
Cheers,
Eva Haaijer, Debby Kasbergen,
Editor-in-chief MarkEUR 2012-2013 Chairman MarkEUR committee
MarkEUR, a publication of the Marketing Association EUR (MAEUR), is a magazine
created for all that are affiliated to MAEUR or have affinity with marketing. The MarkEUR
committee aims for delivering the finest magazine containing a broad range of marketing
related topics.
3
8
22
table of content
6 MAEUR news
Interviews 8 Bas Paumen; marketer at Microsoft
12 Graduates: Kitty Hensbergen & Mart Evers
22 Prof.iles: Bram van den Bergh & Gui Liberali
Sections 20 Marketing News
24 Score/Fail
30 Golden Oldie
Articles 14 The Power of In-store Music
16 Bond, Beer, Brands
26 The Making of a President
28 Music and Sound for the Moving Picture
Columns 7 Student column; Karin van der Graaf
25 Professional’s column: Adrian Kasbergen
29 Professor’s column: Cor Molenaar
24
4
Debby Kasbergen:
Chairman, editor
Vrinda Marapin:
Writer
Rado Dragov:
Writer
Iulia Andreea
Talanga: Writer
Oliver Klos:
Writer, editor
Daphne Tideman:
Writer
Polona Levpušcek:
Writer
Wesley Verhey:
Writer
Dmitry Lopatin:
Writer, photographer
column
On this year’s menu…I like to see the start of the New Year as the start of baking
my own pizza, craving for the delicious bite awaiting me.
Every pizza takes its preparation, and I begin by selecting
the ingredients that will make this one more unforgettable
than the last. My recipe of New Year’s resolutions is not
always to be followed exactly. Some ingredients I forget,
others bring an unexpected surprise. But I always make
sure the end result makes me hungry for more.
So what did my pizza look like in 2012? It was the year that
we did not win the euro-cup, the world didn’t end, and
everyone hoped for someone to ‘call them maybe’.
But in the meanwhile my board was using the finest
ingredients to make our year tastier than ever. The logo on
our box changed, as a pizza should be served with class.
And I am still licking my fingers when I think back of how
we filled it with a successful Commercial Break, exciting
Erasmus Marketing Thesis Awards, and fantastic drinks in
Blender. We refurnished our creative kitchen, and found
seven teams of bakers to concoct the most amazing
events for the coming year.
Yes, I promise you that we have some hot stuff awaiting
you in our ovens for 2013. This beautifully re-launched
MarkEUR is only the crust, which we will fill with great
events. The Advertising Day, Marketing Conference, and
Speeddating Event committees are ready to show their
flavors for this year, while our International Research
Project is about to bring us to the far corners of the world.
I hope you will join us, will show your skills at the National
Marketing Battle, and will impress recruiters during the
Inhouse days that are coming up. I hope we can add to
your pizza this year, and whatever you’re putting on it,
make sure it’s going to be a tasty one! I’m starting mine
with great appetite!
Tim Ramsche
President 44th Marketing Association EUR Board 2012-2013
coloPhon
Copyright © 2012, Marketing Association EUR. No portion of this magazine may
be reproduced in any form or by any means without the prior written consent of
the editor-in-chief.
Editor-in-chief
Eva Haaijer
Contact
Marketing Association EUR, MarkEUR
Erasmus University Rotterdam, Room H15-26
P.O. Box 1738, 3000 DR Rotterdam
P +31 (0) 10 408 18 38
W www.maeur.nl
F facebook.com/maeur
44th board Marketing Association EUR
Tim Ramsche, President
Valesca Lefeber, Secretary & Vice-president
Koen Bendermacher, Treasurer
Robbin Hoogstraten, External Relations
Marjolijn de Haas, Project Coordinator
Eva Haaijer, Marketing & Communication
Bart van Putten, Career & Education
Strategic council
Dhr. Jan Bunt, Honorary Marketing Association EUR
Dhr. Ale Smidts, Department Marketing (RSM)
Dhr. Eric Waarts, Department Marketing (RSM)
Dhr. Luit Kloosterman, Department Marketing (ESE)
Dhr. Bas Donkers, Department Marketing (ESE)
Dhr. Erik Roel, Secretary Marketing Association EUR 1992-1993
Dhr. Erik van ’t Klooster, Department Marketing (RSM)
Dhr. Carlos da Silva Lourenço, Department Marketing (RSM)
Honorary
Prof. Drs. J. Bunt
Prof. Drs. H.J. Kuhlmeijer †
Subscription
Members of the Marketing Association EUR automatically receive MarkEUR.
Separate subscription costs for MarkEUR are e15,- per year. Subscription can
be started every moment of the year and will last until cancellation.
Advertise in MarkEUR
For questions regarding advertising possibilities contact Robbin Hoogstraten,
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Layout & Printing
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Circulation
1.250 copies, 3 issues per year
MarkEUR team
5
maeur news
Trip to the NIMA Awards‘Make the difference’ was the theme of this year’s NIMA Awards. On the 22nd of
November the most prestigious marketing prizes of the Netherlands were awarded to
the companies that made most impact this year, and we had the honour of being
invited. The best Marketing Launch was won by 2theLoo, a breakthrough concept of
toilet-stores. The Amsterdam Maritime Museum won the Marketing Turnaround award
by transforming its dull image into being a modern cutting-edge museum. Lastly,
Coolblue showed that an obsession with customer service deserves to be awarded Best
Marketing Company of 2013.
IRP got started Yes, the annual International Research Project has kicked-off.
“We had so many applications; I really love the fact that we are so popular, but
I had no idea that it would be so tough to make a selection.”. The IRP committee
had worked hard the past few months to become popular and well-known
under students. They had a not-to-miss billboard, several banners spread out
over campus and their flyers could even be found at the stop of tram 21.
The dynamic duo of externals started doing some acquisition already; hopefully
the IRP will become just as popular among companies as it is among students.
Guerrilla marketinG at the eur
5, 6 and 7 March, one of the largest annual
marketing events for students shall be held:
the Nationale Marketing Strijd. Naturally, the NMS
committee needed some help with the promotion of this event and
asked all the involving Marketing Associations to stand by them. But they
also knew that there is no such thing as a free lunch, so they turned it into a
contest: the association that carried out the most creative and cutting-edge
marketing campaign which generated the most likes on Facebook, would win
a fancy Canon camera.
And so it began. One of our newest assets, the Marketing Committee, racked
their brains and came up with an amazing campaign to draw some extra
attention to the event: pink envelopes were randomly spread in lecture rooms,
containing the assignment to form a group of at least five people which also
had an envelope. The first team to arrive at the Starbucks in L-building would
receive free coffee. A mini battle as a prelude for the big battle in March! The
campaign generated more than 360 likes (100 more than #2), so that camera
must be in the pocket. Unfortunately we have to wait until March before the
winner is announced.
MARketIng dRInk #5Hopefully you have been at least at one
of the past Marketing Drinks at Club
Blender. It can be said that it was nicely
crowded every time and that the drinks
were a blast in general: cocktails
flowing abundantly, nobody scared to
dance, Sinterklaas stopping by accord-
ingly and glasses of bubbly at the door
to celebrate the arrival of 2013. Come
and check out the next drink on
February 6th, from 10pm onwards.
What’s next?Have you noticed the newly introduced
career portal yet? Every week new
openings appear for marketing
internships, part-time jobs and even
full-time jobs at both small and large
companies. As an international student
there are also enough options to choose
from. So if you are looking for
some career-building activities,
go check out the career portal at
www.maeur.nl/career.
6
column
two months of Strategic Marketing warfare“We shouLd MeeT eArLIer, There Are A LoT oF IMporTANT
decIsIoNs We hAve To MAke TodAy”, “We Are goINg To
crush TheM ALL WITh our AMAzINg cArs” ANd “IT’s LIke
The TrojAN WAr, They hAve opeNed The gATe For us ANd
NexT perIod We WILL drIve our cArs INTo TheIr cAsTLe.”
These are just some random phrases I heard in the hallways
of the Erasmus University the last couple of weeks. The big
battle between the master students Marketing of ESE
started in November, as the seminar Strategic Marketing
started. Divided over three industries, fifteen teams
competed in a computer simulation in which they had
to come up with the best strategy to sell cars.
I can say that after four years of studying, I have never
experienced this amount of competition during a
course before. As the CEO of my firm, I found out that
we as marketing students are fierce, competitive and
fanatical, even though the final results of the computer
simulation only counted for fifteen percent of the
course grade. Every team tried to hide their strategy
throughout the simulation and at some point one of my
team members even tried to spy on other teams to find
out what they were doing. Even on Facebook the
psychological warfare lasted until the last day. Pictures
of kittens fighting each other were taken very seriously
and perceived as threats by some of our class mates.
For two months, the seminar Strategic Marketing was
the talk of the day.
The night the simulation ended, I went to a birthday
party of one of my class mates. Even though my team
ended up second in our industry, my class mates
congratulated me with the results and the performance
of my team. All the people from the winning teams
showed their support to the other teams and gladly
accepted the congratulations they received on their
victories. But, after a couple of drinks, results were
forgotten and everybody had a great time. It seemed
that after all, it was just a game..!
Karin van der Graaf
Karin is a master marketing student at the ESE. She loves blogging, watching movies and series, skiing and going out with her friends.
advertisinG day 2013Do you like advertising? Working your creative muscle?
Getting in contact with both well-known companies and
awesome advertising agencies? Then you should definitely
attend the Advertising Day 2013 on March 28th! This year
the day will evolve around the theme Transmedia; the
combination of different media to actively involve consumers
with a product. A good example of the use of transmedia
in advertising is the reality game introduced by the
producers of Batman – The Dark Knight. Come and create
it yourself in March!
Youtube: Dark Knight – Viral Marketing Campaign
And the winner is…The 28th of November, the erasmus Marketing Thesis Awards took place here at the Erasmus University.
Five nominees, carefully selected by Dr. Prof. Donkers, Dr.
Prof. Lourenço and Marcel van Brenk of VODW, competed for
the desirable title: Best Erasmus Master Marketing Thesis
Writer of 2012. Esther Elberse held an interesting
presentation about copycat behaviour in product development,
Mart Evers informed us about the main drivers of crowd-
funding success, Lidia Luttin shared her insights regarding
halo effects in consumer surveys, Anne Rozendaal
scrutinized the effect of price tag layout and Ricardo
Westendorp taught us about the biology of leadership.
After a 15-minute debate, the jury decided on the
winner: Mart evers. His thesis was very well
written, the amount of crowdfunding projects
taken into account was highly impressive
(N = 8.800) and complicated algorithms were
used to derive specific additional data; Mart Evers
winning the awards made
absolute sense. We wish
him all the best at the
Dutch Marketing
Thesis Awards.
However, he was not
the only winner that
evening. For the first time,
it was also possible to win the
Audience Award for collecting
the most likes on the EMTA
facebook. esther elberse
gathered the imposing amount of
425 likes. Congratulations to both!
Text by Eva Haaijer
7
These days when you’re deciding
on what mobile device to buy
you have so many choices on
which type of device, manufacturer and
operating system. Big names like Apple,
Google and Samsung make it a tough
competition on both hardware and
software. Microsoft’s Windows has more
or less been the standard for computers
over the entire world but not so much for
mobile devices. Windows 8 is here to turn
the tables, but how will they succeed in
an already crowded market? Why would
you choose Windows 8? We’ve talked to
Microsoft and here’s why!
Windows 8 has multiple obvious improve-
ments and its main focus clearly lies with
mobile devices. In our interview with Bas
Paumen from Windows Lead at Microsoft
the Netherlands we’ve taken a closer look
at Windows 8. Windows 8 was developed
for fast touch screen execution and we
can tell you, it’s fast!
We met with the Dutch Windows Lead-
manager Marketing and Sales at Microsoft
the Netherlands, Bas Paumen. Bas studied
Business Economics in Maastricht and was
a postdoctoral researcher at Erasmus
University. He talks to us about Windows
8 and shares his key to success.
What did you Want to Become
as a student?
When I started working I wanted to work
in an international and high pressure
environment. That’s why I chose
consulting and it was a good decision.
As a consultant you see a lot of different
things and you’re working on the side
lines watching all kinds of projects, but
Curiculum Vitaenaam
Bas Paumen
Job
Strategic marketeer & business manager at
Microsoft
education
BA & MA Business Economics at
Maastricht University; Post Doc
E-Commerce at RSM Erasmus University.
hobbies
Traveling, rowing, snowboarding, sailing
and architecture
student or study association?
Yes! Has been a member of the rowing
association MSRV Saurus and the
Economic Study Association MEV.
Bas PaumenWindoWs Lead-manager marketing and saLes at microsoft the netherLands
It’s saFe to saY 2012 has been one oF the Most InnoVatIVe Years oF the Past deCade. It was the Year when the sUPer thIn LaPtoPs CaLLed “ULtrabooks” beCaMe notICeabLe. It was the Year oF the bIGGest Growth In MobILe deVICes LIke sMart Phones, tabLets and LaPtoPs. thInkInG aboUt eVerYthInG 2012 broUGht Us, It has GIVen Us a sUrPrIse at the end, IntrodUCInG wIndows 8: a PLatForM that ConneCts eVerYthInG toGether.
Text by Wesley Verhey and Polona Levpušcek | Photography by Polona Levpušcekinterview
8
I like change so I never had a very consistent view on
my future. I also think you
can’t really plan your future when
you’re studying marketing.
9
eventually I wanted to be responsible for
my own projects. That’s why I joined a
company where you have to be
responsible for a project yourself. I like
change, so I never had a very consistent
view on my future. I also think you can’t
really plan your future when you’re
studying marketing.
What joBs did you have Before
joining microsoft?
I have worked at PWC for six years as a
management consultant. At that time, all the
large accountancy firms had their own
consultancy bureau. The consulting bureau
got sold because it could not be controlled
by PWC anymore: you were not allowed
to advise a company and audit it. After
that, I decided to leave and I joined
Microsoft. First, I was responsible for
marketing specific technical audiences,
but after a while I started to do product
management for server products and later
I became responsible for putting Windows
Office 2003 on the market. I worked in
the Office group and later became
responsible for Windows.
What makes Working at micro-
soft so interesting for you?
You are very flexible at Microsoft. It is a
big company, with 90.000 people working
worldwide. We are in an industry which is
very fast paced and dynamic. We have to
reinvent ourselves all the time. Everything
is developing so quickly. We came from
market dominance with almost 100%
market share and now we have totally
different surroundings, therefore we need
to drive marketing in a completely
different way. Liking change turns out to
be a must. Also, I like the business culture.
We are a very informal organization, we sit
and work together and we have the
advantage to use the latest and greatest
technology. We have virtual meetings with
teams all over the world, so it is really
easy to communicate.
can you descriBe your joB
for us? What function do you
have and What are your
resPonsiBiLities?
I am leading a group which is responsible
for Windows business. On the one hand,
it is a marketing group because you have
to create a landing space for your product,
on the other hand it is also business
management and we work together with
sales sections to get our revenue in. The
latter is the least appealing part to me;
I am a marketer, I like marketing more
than sales, but a business cannot run
without sales. That's why, we set targets
and we negotiate with the sales groups.
We look at the markets to see the poten-
tial and negotiate the targets with them so
the sales will meet the targets.
What is the most aPPeaLing
to you, the Business side or
consumer side?
I like the fact that we sell to Shell, the
ministries, but also to your friends and
to your mother. So you have one
product which you have to fit and to
appeal to all those different segments,
each with completely different expecta-
tions. In addition, you also compete with
all the older versions of our own
products; there are people which use
computers just to be productive, and
there are people who put their body and
soul into acquiring the latest gadgets.
Also, the competitors in either area are
completely different.
What kind of marketing
strategies Were used for
WindoWs 8?
What we wanted to do is land the
individual platform at the consumer end
user. We want to make sure to address the
benefits to the end user. Windows 7 was
running on every machine and was the
same for everyone. Windows 8 was
designed for touch first, but works great
on regular computers as well. You’re able
I am a marketer, I like marketing more than sales.
Windows is not the biggest revenue driver
for Microsoft, but everybody recognizes
Microsoft because of Windows, so for
them it is the heart, the core.
10
to work with your desktop, laptop and
tablets, and we need to get that message
across to the customers.
are there any other comPanies
that you admire or have a
good connection With?
Good question, I should be thinking about
it more often. We’re working a lot in the
social area where we try to connect in a
more personal way. In this area, we
admire the way KLM is being innovative in
a personal way and surprises their
customers. Another Dutch company that’s
doing this is Heineken.
aBout heineken, What do you
think aBout heineken
rePLacing martini in james
Bond: skyfaLL?
As a customer you always like to see a
tradition continue. I’ve seen the movie and
they’ve done it quite tastefully. He still
drinks a Martini, but Heineken is more
present. They’re doing more viral
campaigns since those are really cool, and
being closer to the customers in a funny
and innovative way is great.
What is the Best marketing
camPaign of 2012 in your oPinion?
You can put a lot of money in a campaign
but that doesn’t mean you meet your
objective. As a marketer you have to work
with budgets and be able to spend it
wisely. Sometimes smaller campaigns can
be very effective.
But from a consumer point of view I
really liked the reinvention of Melkunie.
Melkunie was a well-known brand, but
it was bought by Campina. After about
10 years of being out of the market,
someone bought the brand and built it
up again. They recognized it still had a
lot of brand value. It’s very clever,
because sometimes old brands can still
have a lot of brand value. We did
something like that with Internet
Explorer and Atari. Atari is an old games
developer and we reintroduced older
games into Internet Explorer.
You could see everyone’s childhood
come back to life! It was a small
campaign, but very successful.
Which camPaign Was the Worst
you’ve seen this year?
Yesterday I was reading the Donald duck
and saw this ad of ‘Schoolmelk’ to get
milk back into schools. This one was
really bad. We’ve worked together with a
lot of advertising agencies and sometimes
they come up with ideas of execution and
you get tears in your eyes. Most of the bad
commercials you don’t know about,
because they don’t attract the attention,
although the companies waste a lot of
money on them.
What WouLd you say to a
student that is interested in
Working at microsoft? do you
have any tiPs?
I think Microsoft is a very cool company,
very dynamic and high pressure. If you
come in as a student and you’re
entrepreneurial, you just need to see the
opportunities, and then you’ll be
successful. We see that people from
university bring in different values,
knowledge and experiences. You can
bring value to the company even if you
don’t have that much experience, because
the industry changes so rapidly that a new
fresh perspective is always adding value at
that moment. If you’re a clever thinker
and make the right connections quickly
then Microsoft is a really cool company to
work for from the start. You have to go for
the opportunities you see and make the
best out of it.
MICROSOft gOeS hARdWARe
For the first time Microsoft developed
their own hardware device called
“Surface”. It’s a tablet running Windows
8 (RT) and is another milestone for
Microsoft. It has Office, it can run two
apps at the same time, it has a USB port
and many other cutting-edge features.
Unfortunately, the innovative device
doesn’t seem to be clicking with the
customers (yet) and sales were way below
expectations in the December period.
11
Graduates
I cannot live without… Coffee & My computer If I had 1 day left to live, I would… Travel
My favorite drunk food is… Kapsalon
Mart Evers, the student honored with the Rotterdam Communication Thesis Prize AND the
Erasmus Marketing Thesis Award, graduated this year from RSM. While still working on his
Master in Management of Innovation at RSM, he decided to extend his student-life with a year
by doing the Master in Marketing Management. According to Mart, there is a thin line between
innovation and marketing, and that’s why marketing was the perfect addition to his innova-
tion master. Being able to combine his innovation and marketing thesis with the topic
crowdfunding, might have been the reason that he won both of the thesis awards.
The relatively new exciting topic “Crowdfunding”, the huge amount of data, and the little research there is about this topic, made it fascinating, according to Mart.
Luckily, Mart did not have to suffer through an extensive long job hunt. Just two weeks after
his graduation, he found a desirable job. Why did it go so smoothly? Having relevant
experience, being involved, being active in an association, having a great network and a little
bit of luck might have been the key factors. Extra-curricular activities are very important!
rsmAar, K.D. van der Adel, F.S. Almeida Rotondaro, B. deAlpe, S.A. Beerden, B. Bella, M. Benjamin, V. Berghüser, S.M. Boer, R. de Boreel, A.E. Boxel, T.F.J. vanCakin, D. Chen, L. Cheung, W.
Chi, T. Choy, S.L. Cismasu, I.Çolak, E.Comsa, A. Dekkers, R.A.S. Delft, N. van Donk, C.T.C. Doubrovskaia, A.L. Dudkiewicz, P.W. Dulk, M.L. den Elberse, E. Emil, Z. Evers, M.W. Fedorova, V.
Fung-A-Loi, C.A. Gao, A.L. Geus, C.A. deGraman, G.C.J. Griffioen, T.H. Groningen, L.A. vanHaan, H. deHalmai, B. Harjani, S. Harreman, I.A.S. Hoek, B.S.Hoek, M.W. van der Hoeven, J.P. van deHolling, A.I.Hombrink, M.E.
Hooijmans, S.A. Iperen, D. vanIriarte, A. Janssen, V.P.G. Koning, T. deKoogje, J. Kool, L.M. Kordos, N. Lai, G.S. Leow, L.M. Li, B. Lin, S. Lugtenberg, I.H.M. Ly, A.Ly, E.
Methorst, F. Nakhla, S. Navis, P.B. Nieukerk, M.B. Oeltzschner, S.D. Oemraw, S. Ooms, M.W.J. Oostdam, A.M.J. Orosco, E.C.S.M. Overgaauw, M.B.J.Paap, L.R. Petkov, M.P. Peykovski, V.M. Pieper, C.M. Piña Paulino, A.A.
mart eversMSc in Marketing Management from RSM24 years old | From the Netherlands | Loves playing
saxophone & running
JOb huntIng tIP!
“Know what you
specifically want.
You can be quite
direct if you know
specifically what you
want. Being shy is
overrated. Give it a try,
you have nothing
to lose!”
neW YeAR'S ReSOlutIOn:
“Usually I don’t
really do that. I just
try to do something
extraordinary every
year. I just want to
do the best at my
new job and try to do
something awesome.
But no concrete
plans.”
Congratulations to all the members who recently graduated in marketing at the EUR.
12
If I had 1 day left to live, I would… blow up my money and go to Brazil, or just get on the next plane to leave
If I was on a deserted Island, I would take with me… a boat – or is that cheating? A phone and survival package
What is your favorite drunk food? Kaassouflé
The recently graduated Kitty van Hensbergen is now a marketing communication manager at
Elsevier. She describes the master program as insightful, intense, sometimes too theoretical
but in the end rewarding, supplying her with a strong foundation and different aspects
needed for her work and personal life. Although it was difficult, she wrote her thesis about “the willingness to buy mobile applications in the health-related sector”. Being active as a student assistant and a board member of
International Research Project (IRP) Committee helped her to gain experience and actually got
her the job! While investigating a project for IRP, she contacted Elsevier, and after graduation
she applied for a job there. Since they recognized her from the successful project, the job was
soon hers!
Although Kitty misses the freedom of being a student and waking up at 11 instead of 6 in the
morning, she finds her job stimulating. Marketing for such a fast-changing industry involves a
lot of digital marketing and also emailing campaigns, organizing conferences, marketing those
conferences and creating visibility.
eseBletsou, C.Bogert IMChetrus, C.Dam, A.C. vanDoorduyn, B.Fanin, N.Foteinias, O.Goossens, F.R.Groot, T.P.Gullon, A.R.Hamdi, S.Hensbergen, C. vanHillebrandt, A.A.M.Hout, W.A.C. van den
Kokkou, O.Kooij M.Koopman, G.Kostaki, C.Kunnen L.Lau, M.H.Markopoulou, A.Mazioti, V.Minnaard, E.Mortier, R.D.Nie, H.W. dePanagopoulou, E.Ramnath, D.Roijaards, F.Safra, C.
Savova, I.Scheers, F.Scholtens, T.Schreuders, A.M.Sisodia, A.Stolk, M.A.Taechanuchit, P.Ti-Amataya, T.Urcan, A.O.Veen, S.H.M. vanWang, J.Westendorp, R.Westveer, E.Wondergem, D.Yu, X.
Pires, G.C. Pontolaeng, B. Roozendaal, J.R.W. Sande, G.C. van derSchie, J.J. vanSchneider, S. Sibma, S.H.A.E. Smeets, Y.C.J. Stam, R.P. Stoeva, D.V. Szytniewski, P.S. Tjin, M.J.N. Tjong, S.F.C. Türk, Z. Veldman, J.
Velthuis, S. Ven, L.E. van deWaes, H.U.P. vanWensveen, L.L. van Wesselman, M.J.L. Wijnen, C.J. vanWilting, E.J. Wong, Y.L. Yeh, YY. Zimmerman, M. Zwan, J.Z. van der
Text by Vrinda Marapin and Polona Levpušcek | photography by Dmitry Lopatin
Kitty van hensberGenMSc in Economics and Business (Marketing
Specialization) from ESE24 years old | From the Netherlands | Loves graphic
design & travelling
JOb huntIng tIP!
“Consider what you find
interesting because the
jump from the student
life to working life is hard.
Spend some time on
analyzing the company
culture as well, because
you need to feel
comfortable where you
work. Once you have a
job that you find
interesting, give it your
all; and if you have a
foot in the door, use it!”
neW YeAR'S ReSOlutIOn:
“To stop complaining
about the train travel! I
travel every day to
Amsterdam where I work
and it is really annoying
when they are late.”
13
The fact that people are emotionally
affected by music is well-known and does
not need any substantiation. The effect
music has on people’s behavior on the
other hand, is less self-evident and
therefore an interesting topic for research.
In the context of marketing one can ask
the question how music affects consumer
attitudes and ultimately, how it affects
sales. The present view consists of the
following: music is expected to make
consumers feel better (more arousal and
pleasure), which makes them stay longer
and spend more money. This statement
might seem like a start-off give-away, but
nothing could be further from the truth.
the Present stUdY(-Ies)
Most of the past research on the effect of
in-store music has been conducted in
laboratory settings, leading to the afore-
mentioned statement. However, lab and
store are certainly not equivalent, so
biases might have crept in. Andersson et
al. (2012) addressed the topic of music by
posing the following research question: To
what extent does the effect of music on
consumer behavior hold in actual retail
settings and does in-store music affect
approach/avoidance behavior? The terms
approach and avoidance behavior are
used by the researchers as umbrella terms
for all positively and negatively related
behavior towards the store.
Two separate studies were carried out in
two different settings, using approximately
the same tools, testing basically the same
hypotheses. The main difference was that
Study I took place in an electronic retail
store and Study II was carried out in a
large grocery store. Furthermore, in Study
II a third music variable was added.
In both studies standardized questionnaires
were used to measure approach and
avoidance behavior and its four aspects
(enjoyment with the store, the experience
of time going by, seeking contact with
store employees and purchase experience),
and to measure pleasure and arousal.
the PoWer of
in-store music
we hear MUsIC on a daILY basIs. dIFFerent Genres,
dIFFerent sonGs, dIFFerent teMPos aFFeCt Us and oUr
eMotIons In dIFFerent waYs. YoU don’t aLwaYs Choose to
LIsten to MUsIC bUt eVen IF YoU’re JUst GoInG to a store to PICk UP GroCerIes, there
Is UsUaLLY MUsIC PLaYInG. whY then? whY do soMe
stores Choose to PLaY MUsIC? In what waY does that MUsIC aFFeCt Us or, More Interes-
tInGLY, how Can It be Used eFFeCtIVeLY to InFLUenCe
ConsUMer behaVIor?
Text by Eva Haaijer and Daphne Tideman | Infographic by Eva Haaijer
Andersson, P., Kristensson, P., Wastlund, E., & Gustafsson, A. (2012). Let the music play or not: The influence of background music on consumer behaviour. Journail of Retailing and Consumer Services (19), 553-560.
the theORYBased on a model by Mehrabian &
Russel (1974), the theory that underlies
the effect of in-store music is suggested
to be the following:
Environment (music) emotional
response (pleasure, arousal) behavioral
response (approach or avoid)
The emotional response is two-dimension-
al, with pleasure being explained as
feeling good, happy, joyful, and arousal
being explained as being stimulated,
excited, alert, active.
Behavioral responses are one-
dimensional (approach – avoid), and
can be divided into four different
aspects: 1) to stay or not stay in the
environment, 2) whether or not to
explore/interact with the environment,
3) whether or not to communicate with
others and 4) the need to perform well
on a task or to abort it.
14
Electronics storeHedonic buying activity
NO
MU
SIC
MU
SIC
money spent
money spent
time spent
6
9
12
3
time spent
6
9
12
3
arousal
arousal
gen. ap./av. behavior
gen. ap./av. behavior
enjoyment
enjoyment
contact
contact
purchaseexperience
purchaseexperience
Utilitarian buying activity
Grocery store
NO
MU
SIC
SLO
W M
USI
CFA
ST M
USI
C
6
9
12
3?
6
9
12
3?
6
9
12
3?
enjoyment
enjoyment
enjoyment
money spent time experience
arousal
money spent time experience
arousal
money spent time experience
arousal
E�ect of in-store music on consumers
Electronics storeHedonic buying activity
NO
MU
SIC
MU
SIC
money spent
money spent
time spent
6
9
12
3
time spent
6
9
12
3
arousal
arousal
gen. ap./av. behavior
gen. ap./av. behavior
enjoyment
enjoyment
contact
contact
purchaseexperience
purchaseexperience
Utilitarian buying activity
Grocery store
NO
MU
SIC
SLO
W M
USI
CFA
ST M
USI
C
6
9
12
3?
6
9
12
3?
6
9
12
3?
enjoyment
enjoyment
enjoyment
money spent time experience
arousal
money spent time experience
arousal
money spent time experience
arousal
E�ect of in-store music on consumers
In Study I, the focus was on testing the
model that was suggested to explain the
effect of in-store music; it was tested 1)
whether the presence of music could
predict the amount of pleasure and
arousal, 2) whether there was a difference
in money and time spent, 3) whether
music could predict approach/avoidance
behavior, and 4) whether pleasure and
arousal could predict approach/avoidance
behavior. In Study II the same questions
were asked, but now with the addition of
‘gender’ as a moderator for the effect and
‘the presence of music’ was replaced with
‘music tempo’, due to the addition of the a
third music variable.
battLe oF the sexes
At first glance, the results of Study I did
not seem to be promising: of the four
stated hypotheses only 1,5 was confirmed.
Music did not seem to have any effect on
pleasure or arousal, nor on approach/
avoidance behavior. However, customers
seemed to spend significantly more time
and almost twice the money in the music
condition, versus the non-music condition.
Since the researchers classified the amount
of time and money spent as approach/
avoidance behavior too (related to the
fourth aspect: task performance), music
does have some influence on approach/
avoidance behavior. Lastly, arousal (not
‘pleasure’, hence the 0,5) had a positive
effect on approach/avoidance behavior.
But after a closer look at the data, some
additional info popped up; in five of the
eight graphs, male and female lines
crossed over producing interaction effects.
With regard to ‘arousal’, ‘enjoyment’,
‘contact´ and ‘purchase experience’, as
well as ‘general approach behavior’ (sum
of the aspects), females rated the ‘no
music’ condition as more positive,
whereas the opposite was true for males.
In Study II, Andersson et al. (2012) tried to
expand their findings of Study I regarding
the moderating role of gender, but also
changed two variables: the setting and the
amount of music variables. Prior research
suggests that consumers’ goal orientation
influences the effect of in-store music:
when consumers are out to stroll and
search for inspiration, they are performing
hedonic consumption activities; when
consumers are out to buy a specific item,
they are performing utilitarian consump-
tion activities. Prior research also suggests
that women are more positively affected
by slow music, hence the addition of the
third music variable.
The results of Study II show that gender is
only a moderator between music and
arousal, whereas men are very un-aroused
in the slow music condition. With respect
to music tempo, more significant results
were found, basically all in favor of the
‘no music’ condition, except for the
amount of money spent.
the beneFIt oF InsIGht
When the results of Study I and II are
taken together, it is quite remarkable to
see that – especially in Study II – consum-
ers rate stores without music more
positively on almost every aspect, but
spend the most money in stores with
music. The factor ‘gender’ influences the
effects of music more during hedonic
consumption activities. Also, in that setting
more money was spent when music was
played. Sadly, it is left unmentioned
however, how that money spending is
divided genderwise.
What this research has taught us above all,
is that the effect of in-store music is
different for different consumer groups.
Retail owners generally play background
music in their store just because every-
body else does. Playing music might boost
sales in the short run, but could ultimately
lead to dissatisfaction among customers.
So if you are planning to open a make-up
store, you better turn off that beat.
effeCt Of In-StORe MuSIC On COnSuMeRS
StudY I StudY II
What? Playing music or no music
Playing no, slow or fast music
Where? Electronics shop Large grocery s≠tore
When? 4 days of measurement, before Christmas
3 equivalent weekdays
How? Questionnaires Questionnaires
N = 150 (85 male, 65 female), mean age: 44
N = 400 (174 males, 226 females), mean age: 49
15
Bond. Beer. Brands.the marketing entourage of an icon
With “Skyfall” the James Bond
series marked its 50-year
anniversary. James Bond is
a lone figure that stands out in the
over populated, oversaturated pop-culture
landscape. While all other major movie
franchises eventually succumb to gravity
and wither away in popularity, Mr. Bond
has barely taken a long pause between his
23 adventures.
But the aforementioned achievements pale
in comparison to the fact Heineken took a
gamble on a e60 million marketing
campaign tied to the new James Bond film.
This money pays for (among other things)
16
one scene from “Skyfall” where Bond is
seen holding a bottle of Heineken beer. A
parade of other mostly high-street products
made a brief appearance in the latest Bond
caper. Which brings the question: Why?
The short answer is: James Bond is cool
and brands want a piece of that coolness.
That is like summarizing a 007 movie
by saying that Bond will defeat the bad
guy and get the girl. You clearly want
If you are wondering what Sony
shelled out for the omnipresence of
their products in “Skyfall” the answer
is: zero. Sony owns the James Bond
franchise.
Text by Rado Dragov
17
every lurid detail of the process. Let us
begin.
I Can has Vodka-MartInI?
James Bond is a meme. In fact, he is one
of the most resistant memes in cinematic
history. Now forget everything you know
about lolcats, overly-attached girlfriends or
any other meme du jour. In its
unadulterated form, a meme means an
idea, behavior or style that spreads from
person to person within a culture.
Examples of memes range from melodies,
catch-phrases, hair styles to the technology
to build arches.
The term “meme” was coined by eminent
microbiologist Richard Dawkins who
proposed that ideas are cultural analogues
to genes in that they self-replicate, mutate
and respond to selective pressures.
It sounds like a harmless proposition, but
the implications are quite startling. If ideas
are just like living things, then they are
subject to Darwinian rules – inherently
selfish entities, doing anything and
everything they must to survive and
propagate.
More aMerICan than aPPLe PIe
Brands are memes that often try to survive
by attaching themselves to other highly
resistant and adaptive memes. Take for
example “Coca-Cola” - a non-alcoholic
version of a French ‘coca wine’ (cocaine
and wine) created by John Pemberton in
1886. I will argue that the real creator of
“Coca-Cola” was Asa Candler who
founded the Coca-Cola Company in 1889
to market the product. Candler realized
that when it comes to the popularity of a
product, quality is often a distant second
concern. What truly matters is the idea of
the product, which is why he made sure
that the Coca-Cola brand was visible in as
many places as possible – on buildings,
on ashtrays, on bumper stickers.
-The “Coca-Cola” brand attached itself to
the idea of everyday America – the
American experience. Fast forward to
present day and “Coca-Cola” is perceived
as more American than Apple (pie).
The power of the idea behind the product
is revealed by Magnetic Resonance
Imaging (MRI) scanners. In an experiment1,
participants drank different types of
(labeled) colas and had the activity of their
brain’s pleasure center measured.
Coca-Cola came way down the list.
However, when measuring the prefrontal
cortex – the center for self-identity –
Coca-Cola was first by a wide margin.
Bottom line: Coke remains the drink of
choice not because it brings the most
pleasure – but because Candler’s brand is
the one we associate with our personality.
on her MaJestY’s seCret serVICe
James Bond as a meme has attached itself
to a number of ideas and desirable notions:
sexual charisma, sophistication, wit, an
impeccable dress code, charm, and refined
manners. Similar to Coca-Cola, many of
the 007 movies are of questionable quality,
but this fact has made little difference to
the survival rate of the Bond meme.
So we have some brands shivering in the
cold (and highly competitive) world ready
to be cloaked under the protective wing
of the Bond meme. Those brands of
course stomach a hefty price tag for the
privilege of being associated with Bond.
Brands want to capture for themselves the
unmistakable sophistication/upper-class
charm/charisma mixture that exudes from
the James Bond meme.
no Mr. bond, I exPeCt YoU to bUY
However, the ultimate goal of any
long-term James Bond sponsor is to
become an integral part of the 007
mythos, part of the overarching Bond
meme. For example, the mere mentioning
of James Bond cars brings to mind a vivid
image of silver-grey Aston Martin DB5.
Brands that come to be strongly associated
with Bond increase their sales through a
process called “priming”. Priming refers to
an increased sensitivity to certain stimuli
due to prior experience.
For instance, if you have recently seen or
heard the word EAT, you a temporarily
to be fair: Bond opted for a Red Stripe beer rather than his signature vodka martini during
his first film (“Dr No”) in 1962.
18
more likely to complete the word
fragment SO_P as SOUP than as SOAP2.
Priming effects take many forms. If the
idea of EAT is currently on your mind you
will be quicker than usual to recognize the
word SOUP when it is spoken in a
whisper or presented in a blurry font.
When everyone in the mainstream media
rekindles the James Bond meme by
reporting on an upcoming James Bond
movie, men are inadvertently primed for
suits, cars, watches, perfumes, gym
memberships etc. It is most revealing that
British retailer Asda reported a 68%
increase in sales of suits prior to the
release of “Skyfall”.
Data on the number of Aston Martin cars
sold in the UK is limited – it starts at 2008
and ends in 2011. It turns out that in 2008
when the previous 007 movie (“Quantum
of Solace”) was released Aston Martin had
the highest number of cars sold during
those four years – 32% more than the next
best year (2009). It is worth pointing out
that after 2008 the annual number of
Aston Martin cars sold has continually
decreased. For low volume, high margin
luxury brands, a small priming push in
their favor can result in huge profits.
two beer or not two beer
After explaining the appeal and effect of
the Bond brand, can we say the Heineken
e60m marketing campaign was worth the
money? There is one major reason why
this investment may prove to be very
wasteful: James and beer do not bond.
Beer is for average Joes; vodka martinis
are for sophisticated and impeccably
dressed British spies. There was even a
moderate backlash from outraged 007 fans
who complained that drinking beer is way
out of character for Bond. In other words,
the chances of Heineken beer becoming
part of the James Bond meme are
practically zero. Even if this is true,
marketers working for Heineken still have
a chance to retain their jobs.
Their salvation lies in a simple experiment:
an ad-like box was put on the front page
of a university newspaper, which
contained a number of Turkish or
Turkish-sounding words2. The frequency
with which the words were repeated
fun fact: Bond flick “Tomorrow Never Dies” was the first movie in history
to cover its entire production budget - $100 million - with brand tie-ins.
varied. The investigators sent
questionnaires to the university communities,
asking for impressions of whether each of
the words means something ‘good’ or
something ‘bad.’ The results were
spectacular: the words that were presented
more frequently were rated much more
favorably than the words that had been
shown only once or twice.
The finding has been confirmed in many
experiments, using Chinese ideographs,
faces, and randomly shaped polygons.
The mere exposure effect does not
depend on the conscious experience of
familiarity. Therefore, Heineken’s big and
expensive marketing is certain to generate
additional revenue. Whether it was the
most efficient way to use money for
marketing purposes is an entirely different
question. Let us discuss it next time over a
glass of…sherry.
reFerenCes
1 Hughes, Jonnie. On the Origin of Tepees: The
Evolution of Ideas (and Ourselves), Free Press, 2012.
2 Kahneman, Daniel. Thinking, fast and slow. Farrar,
Straus and Giroux, 2011.
19
marKetinG news: toP 8 Performers of 2012
Coca ColaA name that is more universally
recognized than any other in
the world – that is the power
of Coca-Cola’s brand.
Some will say it’s the flavor,
but for millions,
it’s the way
Coca-Cola makes
them feel. A brand
that’s always
evolving, Coke’s
brand promise of
fun, freedom and
refreshment resonates nearly
everywhere. The company excels
at keeping the brand fresh
while maintaining a powerful
sense of nostalgia that unites
generations of Coke lovers and
reinforces consumers’ deep
connections to the brand.
Its edgy campaigns continue to
push boundaries, and Coca-Cola
reinforced its values through
celebratory promotions relating
to its 125-year anniversary
(“Sharing Happiness”) and the
London Olympics (“Move to
the beat”). Perhaps even more
notable were the various
campaigns for Coke Zero in
relation to James Bond.
IbMIBM, the US-based multi-
national technology company,
has consistently ranked as one
of the world’s most innovative,
profitable, and sustainable
brands. IBM continues to
reinvent itself to meet ever-
changing marketplace needs,
turning its attention to emerging
markets, big data analytics, and
cloud computing.
This year, among other
innovations, IBM researchers
developed low-cost photovoltaic
cells made from natural
materials that have set the
world record for PV solar-to-
electric power conversion
efficiency. Despite effective
brand performance in the past
year, revenue in the second
quarter of 2012 was weak,
especially in business services.
Though perceived as leading
edge, compared to its
competitors, to stay ahead IBM
must make sure it continues to
deliver big, thought-provoking
innovations and maintains its
rich legacy of world-changing
technological advancement.
googleGoogle is the UK’s leading
search engine and dominates
the majority of search marketing
spend in the UK. It has around
an 80% share of the marketplace
and continues to grow with
recent investments
including its own
smartphone, the
Nexus One, and the
acquisition of
mobile advertising
firm AdMob.
The company,
known for making
bold bets, acquired Motorola
Mobility, along with a slew of
its patents, which could help
Android fight off companies
with competing mobile
operating systems.
Apple Few companies have captured
our imagination, inspired such
devotion and revolutionized
the way we live quite like
Apple. Increasingly associated
with the luxury sector, Apple
now produces items that
consumers feel they must own
to fit in socially. A feat once
pulled off by Nike, transforming
the sneaker into a coveted
object with a high price tag,
Apple’s iPhone and iPad have
achieved similar status.
The Nike model — a golden
age of dominance, before
relaxing into a complex market
sector — may signal the future
of Apple, if it’s not careful.
However, the historic patent
battle between Apple and
Samsung has recently come to
an end, with the verdict largely
favoring Apple. A decision
that’s likely to ripple across the
entire smartphone industry,
the verdict has strengthened
Apple’s design identity and
will presumably send copycat
competitors back to the
drawing board to avoid
a design
infringement
lawsuit.
The New year has started and that means it’s time to
have a look at what happened during 2012 and what
we can expect to happen in 2013. Let’s observe last
year’s top performers and see what they are planning
to do this year. can you guess who the top performers
of 2012 are? check out this ranking made by Interbrand
and keep an eye on these companies this year!
20
MicrosoftThe software giant is
also focusing heavily
on business users, an
area where its
competitors tend to be weak.
In 2012, Microsoft worked hard
to insulate itself against the
economic slowdown while
building key areas of its
business, and, in August, the
brand launched a refresh of its
corporate identity, with a new
logo and the release of
Windows 8. Microsoft also
pushed into the hardware
market with its own Surface
tablets and into the competitive
fray — the global market for
converged software/hardware
ecosystems. This move will
likely define the brand’s future.
geIn 2012, the brand launched
GE Works, an integrated
communications platform. With
gripping imagery and stories of
meaningful human outcomes,
the campaign reasserted the
brand as the world’s maker of
“real” things — from job
creation in the manufacturing
sector to advanced healthcare
technologies, GE’s focus has
been squarely on asserting its
global leadership role. GE
Works appears to be working.
Growth in its energy infra-
structure business, a healthy
outlook in industrials, and a
revitalized GE Capital
demonstrate that the company
can follow up on its big bets in
green technology (ecomagi-
nation), healthcare
(healthymagination), and the
industrial internet.
GE also served as a sponsor of
the 2012 London Olympics.
And as some of the “can’t-
miss” technology
brands start to look a
little light, GE is
reminding the world
how imagination
really works.
McdonaldsDemonstrating its commitment
to brand development,
McDonald’s is repositioning
itself to appeal to a broader
audience, particularly by
redesigning its outlets and
making them more modern,
comfortable, and upscale.
The McCafé experience is
another example of McDonald’s
flexibility and its efforts to
appeal to a broader group of
customers. On the digital front,
McDonald’s “Make Your Own
Burger” campaign in Germany
and the Netherlands used
crowdsourcing to generate
new recipes and promotions.
The campaign created significant
digital buzz and positioned the
brand as a digital innovator,
helping to further build the
brand’s strength.
IntelFor Intel, the last year has
been filled with change, big
bets, and the continued quest
to remain at the forefront of
the ceaseless computing
revolution. While
marketing efforts like
the Creators Project,
staged in conjunction
with Vice, and a host
of smaller, targeted
marketing programs
are making the brand
more accessible to the next
generation of consumers, the
drive towards greater relevance
isn’t just a marketing one.
Intel’s response has been to
push consumer understanding
into everything that it does
— hiring new leaders, and
promoting from within to help
bring a more user-centric
attitude to how it goes about
defining and building the
technology of the future. From
putting an anthropologist in
charge of the Interaction and
Experience Research group, to
bringing in executives from
Apple and the BBC to guide
their entry into smartphones,
tablets and home entertainment,
Intel is shifting from a technology
first mindset to one of user first.
Text by Iulia Andreea Talanga and Oliver Klos
21
Prof.iles Two faculties, two professors, two stories, one thing in common: marketing.
bram vanden berGh
Professor van den Bergh,
originally from Belgium,
stayed there for his Bachelor,
Master and PhD. His initial interests lay in
genetic engineering, but he soon realized
that though he wanted to help people, the
course was not the way he wanted to do
it. Instead of immediately changing
courses he took a more unusual approach:
attending different lectures until one
caught his attention - psychology.
From then on, his at first laidback attitude
became more serious: he was an ideal
student, attending every class even if he
was out late drinking the night before.
(A good example for us students to
follow!) He also conducted his own
research at a zoo about primate mating
behavior: how they mated every hour
to reduce stress levels.
Now his research has evolved to a higher
level, with many published articles on a
wide variety of subjects. He lives his
dream life and hopes to continue being a
professor and researcher for an extremely
long time. he spends 90% of his time on research and 10% teaching, but he has a passion for both. By doing both,
he creates balance in his life, with the
positive reactions from students helping to
cancel out the criticism on his research.
Due to his high ambitions and desire for
constant improvement, Professor van den
name
Bram van den Bergh
Faculty
Rotterdam School of Management
alma mater
Katholieke Universiteit Leuven, Belgium
research
Intertemporal preferences,
probabilistic choice, social dilemmas,
prosocial behavior, embodied
cognition, and mate preferences
Courses
Marketing Communications &
Advertising Management (RSM
Marketing Master, Block 3) &
Influencing People: Psychology and
Practice (RSM Bachelor Minor)
Bergh’s marketing course has taken a
drastic turn this year going from opinions
to facts, with a new book and new focus.
As a researcher he believes his courses
should also be based on empirical evidence.
Yet, though both research and teaching
are his hobby as well as his job, outside
university he has other interests ranging
from music to movies to spending time
with his three-year-old son. He is exactly
where he wants to be in life and plans to
continue his research, with his current
focus being on the placebo effect of prices
and the effect of testosterone in trust games: does testosterone make
us less risk averse?
rsm
Curriculum Vitae
22
Gui liberali
Professor Liberali was born in brazil, where he also
acquired his Bachelor’s and
Master’s degrees in Computer Science.
After working for some small computer
companies as a programmer and system
analyst, he realized programming was a
self-contained task that was part of a
much larger picture. At this point, he
decided to get a PhD in Marketing from
the University of Iowa.
He went on to learn more about how
firms relate to markets and consumers.
Being captivated by that topic, he
decided that he would prefer looking at
the larger picture, rather than simply
repeating the same mundane tasks.
What really got him into research was the realization that his
job would be about developing models
to solve problems that have not been
solved yet, publishing them (in journals),
teaching them (in class), replicating them
(in consulting/litigation support), and then
move on to a new problem that no one
has solved yet: for him a dream job.
Professor Liberali is currently working on
algorithms for movie recommendation
systems, which can be used by cable TV
and online companies. The idea came
from his personal experience. Current
recommendations systems either require
extensive personal information from users
or otherwise always recommend the same
type of product.
name
Gui Liberali
Faculty
Erasmus School of Economics
alma mater
Universidade Federal do Rio
Grande do Sul, Brazil
research
Morphing theory and applications,
clickstream analysis, dynamic
programming, and product line
optimization
Courses
Seminar Innovation and Marketing
(ESE Marketing Master, Block 3) &
Exploration of New Markets through
Innovation (ESE Bachelor Minor)
Text by Daphne Tideman and Oliver Klos | photography by Dmitry Lopatin
ese
The algorithm that Professor Liberali is
researching would not require user input
but instead learns user preferences by
‘click stream’. It is an intriguing area,
because it builds on his past work on
morphing but takes it to an entirely
different arena.
In the two courses that Dr. Liberali
teaches, he incorporates his own and
other professors’ work, which makes it
enjoyable for him to teach.
he describes teaching as taking a small break from his research to get back
‘down to earth’.
Curriculum Vitae
23
score "where one campaign hits bull’s eye, the other is a total flop."
fail
C&A: like hangerC&A Brazil offered a solution to a big problem among
women: Insecurity when shopping. Instead of getting one
opinion, C&A offered the opinion of a huge network of
people. At the stores special racks were put into place that
counted the ‘Likes’ the respective items had gotten on
Facebook, in real time. When a item was liked online, it
instantly showed up on the hanger in the store. The campaign
was a huge success, more than 8,800,000 people impacted,
1000 new Facebook fans per hour and part of the collection
was sold-out within a day.
Where’ Magazine becomes ‘ Whore’ Magazine
The Orange County edition of global tourism magazine Where
has stripped its website of any trace of this cover, where the
common art-director trick of making the art bigger by covering
up a portion of the title has proven disastrous. The model
here, likewise, will not be adding this one to her portfolio.
The funny thing is, the same thing happened to Where’s Milan
edition earlier this year. Apparently they don’t talk.
Scotch brite: Wash Your billScotch Brite is Brazils number one sponge brand, but had little
use from the younger generation. In order to gain brand
awareness Scotch Brite teamed up with restaurants that were
frequented by their target audience. When the guests wanted
to pay their bill, they were in for a real surprise. They were
presented a Scotch Brite sponge, and were asked to clean
their dishes instead of paying the bill. Through this campaign
Scotch Brite was able to organize a fun, low-cost,
try-it-yourself action for their target consumers.
dior Ad banned as natalie Portman's eyes look too damn beautiful
More a failing act than a failing campaign: L’Oréal filed a
complaint against the Dior ad showed above. They argued that
the digital alterations to Portman's eyelashes were so obvious
that they "misleadingly exaggerated the likely effects of the product."
That's right, L'Oréal; a brand which has done enough touch-up work
in its own ads to qualify as a back-alley mob surgeon. It’s a shame
that the media authorities do not take professional motivation
into account whilst ad banning. Prissy old grannies usually aren’t
trying to make money from complaint filing. So long for justice.
24
column
gulf news: twitter Cup Sleeve’Gulf News newspaper: “How can we turn our readers into our
followers on twitter?”. Since fresh news goes well with fresh
coffee, the coffee chain Tim Hortons decided to convert the
coffee cup sleeve into an advertising medium: The Headlines
Cup Sleeve. A special printer was able to gather (updated
hourly) and print news tweets from the Gulf News Twitter
account. The idea turned out to be a hit, the results: over 1400
printed headlines on over 800,000 sleeves, 2900 new Gulf
News twitter followers and a 41% traffic growth on the Gulf
News website. Awesome.
nivea: Re-civilize yourself’This ad by Nivea, depicting an African American man attempt-
ing to throw a decapitated head away, which was intended to
target the black community and to show Niveas efforts to
widen their demographic, this ad was met with outrage. With
the caption “Re-civilize yourself” people saw this ad as racial
offensive and Nivea was forced to pull the ad and issued an
apology via Facebook.
Whiners are worthwhile! Oh yes, they definitely are. Everybody in business always
thinks that we should avoid complaints, and yes: we
should avoid doing things that generate complaints.
But after we’ve done all that, there will still always be
complaints, and we shouldn’t panic about that.
Let’s take a look at the possible causes of complaints:
failing products, products not living up to marketing
promises, problematic sales processes, or a customer
support below expectations. Obviously none of these
things should be happening.
But… a customer who complains is a customer who
cares. It’s a customer who expected more/better than
what we delivered and he is giving us the courtesy of
telling us about that. This means that he actually wants
to continue buying from us – he just wants us to fix what
he thinks is wrong. Once we realize that, we see that a
customer who complains is not an “enemy”, but a
friend, a partner even.
A complaint is an opportunity to make things right.
More often than not, a complaining customer who is
treated the right way becomes a more loyal than the
ones who never had (or filed) a complaint. In other
words: a complaining customer gives us an opportunity
to show him “what we’re made of”.
Therefore, how do we deal with complaints? Obviously,
we first apologize. Then, if the product failed, we repair
or exchange it (we never repair the same product
twice; it will remain a lemon in the eyes of the customer).
We never try to tell the customer his expectations were
too high, because we created those expectations. We
also tell the customer how and in what (realistic)
timeframe we will improve the product.
Let me conclude with an extreme example; one that
my colleagues still talk about today. One time a
representative of a very large bank came to me with a
complaint about my product. He was pretty loud and
with every answer I gave him, he became louder and
the problem became bigger. At one point I told him:
“Okay, we can continue to whine about your problems
with the product for another hour, or we can sit down
and find solutions.” While I saw in the customer’s eyes
that I hit the right cord, I also saw my colleagues nearly
faint. Long story short: we sat down, found workarounds,
reset expectations, and defined product improvements
and a timeline. This customer is now one of my best allies.
Adrian Kasbergen
Text by Oliver Klos and Dmitry Lopatin
Maketing professional Adrian Kasbergen, product marketing manager at Compaq and HP, customer focus, loving dad, video-/photographer.
25
saY the naMe “baraCk obaMa” to aLMost
anYone, anYwhere In the worLd and
IMMedIateLY, there Is a PICtUre oF an IMPosInG
orator standInG beFore the Us FLaG. obaMa has a PersonaL brand that
he and hIs staFF CareFULLY ManaGe; theY Market a dIFFerentIatInG
IdentItY and a sPeCIFIC set oF VaLUes. PoLItICaL
FIGUres LIke obaMa know the Power oF
bUILdInG and MaIntaInInG theIr PersonaL brand, theY InVest hUGeLY In
trYInG to ManaGe theIr Most VaLUabLe asset:
the IMaGe.
the making
of...BuiLding a successfuL PersonaL
Brand: Barack oBama
Text by Iulia Andreea Talanga
In marketing, we tend to think largely
about strategies and tactics we can
employ to acquire and build relation-
ships with chosen customers. However,
we can use these same approaches to
developing our own personal brand – and
that is exactly what President Obama does
so successfully. Obama has created a
brand identity that is emotionally appeal-
ing, associated with integrity, fairness and
a desire to fulfill the American Dream.
the art oF PersonaL brandInG
Personal branding involves implementing
a positioning strategy that manages the
perceptions of how others perceive you
when they hear your name. The key is to
effectively identify and influence how
others perceive you and how they
position you relative to others. In today’s
digital age, having a carefully managed
personal brand has become even more
important.
Social media has made personal branding
a complex management task. The immediate
impact globally that positive or negative
comments can have on a personal brand
requires constant vigilance, monitoring
and maintenance of all channels.
Building a personal brand is not just a task
for celebrities. All of us have a brand,
what we stand for and a promise that may
be attractive and appealing to others.
Few of us manage our brand strategically,
working out a careful plan of how we would
like others to perceive us, what are our
aspirations, and what we are associated with.
26
bARA
Ck O
bAM
A’S C
AM
PAIg
n IS A
CA
Se Stud
Y In M
ARketIn
g ex
Cellen
Ce!
fIRSt, Obama’s personal charisma, listening and public speaking skills are all
consistently positive.
SeCOnd, Obama converted this empathy into tangible support.
More citizens volunteered time and money to help the Obama campaign than
any previous presidential candidate. Indeed, he attracted more donors than the
entire Democratic or Republican party nationwide. Almost half of Obama’s
unprecedented $639 million in funds raised from individuals came from small
donors giving $300 or less.
thIRd, his fundraising was aided by his appreciation and use of all communications
media, notably the Internet, to engage voters.
fOuRth, Obama reached out to all citizens. He targeted his message beyond
previous or likely voters. He built a coalition that energized young, first-time voters
and registered thousands of previous non-voters. His organization encouraged
early voting in order to reduce the chances of supporters being discouraged
from voting by long lines at polling places on Election Day.
fIfth, he anticipated and outsmarted the competition by using the Internet as a
trusty ally in building a strong targeted campaign.
Sixth, President Barack Obama has been noted as one of the most “connected”
politicians of his age, embracing social media and email marketing like few before
him. While he and Mitt Romney seem to email their subscribers at a similar volume,
the President’s team has taken its email marketing efforts to the next level by:
using Personalized landing Pages
One of the most interesting strategies in the Obama campaign team use is
the implementation of personalized landing pages for different promotions.
You may also detect the marketing team using “line of sight”. If you follow
Obama’s gaze, it leads right to the sign-up form; and it’s been proven that we
have a tendency to follow the gazes of others.
Made-to-Click Subject lines
All experienced email marketers know that subject lines affect open rates, so
making your subject lines clickable (and tailored to your audience) is of
paramount importance.
great use of Opt-in forms
One thing you’ll notice about Barack Obama’s website is that the campaign
team is all about collecting e-mail leads. When first entering the site, you’ll see
that a splash page pops up for all new visitors:
Subject lines the Obama
campaign has used over the
months before the elections:
• Dinner?
• Frustrated
• Let’s meet
• My best friend
• I’m saving you a seat
But like any brand, Barack Obama has to deliver now on his promises, both actual
and perceived.
“Marketing is no longer about the stuff that you make, but about the stories you tell”Seth Godin
soUrCes
1 Wikipedia
2 Harvard Business Review
1.
2.
3.
27
Music and sound is of great
importance when setting the
emotional tone for the moving
picture, making it a crucial part of all
movies, trailers and commercials. In this
issue’s academic article we have seen the
influence of music on humans; here, the
focus lies on its more practical use in
trailers and commercials.
Filming a good commercial or picking the
best parts of your movie for a trailer is just
one part of the entire production. Music
and sound is the key factor for getting
your audience hooked on your message.
Just as most songs work towards a climax,
most commercials and especially trailers
have the same kind of structure: adding
elements and releasing tension, but
leaving the watcher/listener wanting more.
This will motivate people to be part of the
story and buy your product or watch your
movie. A good example of tension
building by the means of music and sound
is a Ubisoft commercial for the game Tom
Clancy’s Endwar.
what Is In It For the Marketer?
As a marketer it’s interesting to know the
way commercials influence people and
how they’re set up. Here’s how and why
you should look at the musical side of
commercials. A far more important side
than most people think.
So you want to market your product in
commercials for TV and cinemas. When
you are working out your idea you want
to set an emotional tone you want to work
towards. After finding a director for your
moving picture it is time to think about
the music and sounds. What kind of
effects do you think fit with your idea?
Or what kind of song or music do you
want to be added or composed? Do you
want people to feel sad or excited? This
depends on your product and message
you would like to portray, because you
YoU haVe Most LIkeLY been to the MoVIes and notICed the oVerwheLMInG soUnd
In theaters, GIVInG YoU an adrenaLIne rUsh dUrInG
those MoMents oF VIoLenCe, or MaYbe ProdUCInG a tear
In that sad or beaUtIFUL sCene. now IMaGIne watChInG
the sCarIest horror MoVIe wIthoUt soUnd, aLL oF a sUdden It seeMs a Lot Less
FrIGhtenInG.
Text by Wesley Verhey
MASSIVe MuSIC
A worldwide music and sound production
company founded in the Netherlands. They’ve
worked on big commercials like Volkwagen’s
recent “People are people” commercial.
Operating from 5 big cities: Amsterdam, London,
New York, Los Angeles and Shanghai they’ve
worked with a lot of big names.
SOund In MOVIeS
To really notice the difference, search
for clips on YouTube where they
remove the sound and really show you
the importance of it.
music and sound for the moving Picture Where music meets marketing
28
will never sell a sports car with reggae
music. In this case, people need to get
excited, not relaxed.
Composers like the ones at Massive Music
or even freelance composers have to work
with multiple difficult factors. Demanding
directors have the tendency to change the
movie, making it either shorter or longer,
completely ignoring the composer’s work.
Marketers tend to have the same pet peeves
as directors, because the understanding of
music is lacking in most cases. This makes
working as a composer or sound engineer
a tough job indeed. Having a basic under-
standing of how their work can bring your
project to overwhelming success is vital.
Listen to their input. They might even come
up with something you never thought about.
Sound has the ability to be heard, but not
noticed. We are drawn to moving objects,
so image almost always comes first and it
is seen as “more important”, but some-
times sound will be the key factor. We
already know what the influence of music
and sound is, so use its power to connect
with your audience. Having knowledge in
both sound and marketing, I can advise
every marketer that wants to work with
commercials and top brands to gain some
more knowledge about music’s structure
and the emotional values it calls upon. It
might even open a whole new world of
opportunities for your career in advertising
and marketing!
column
My view on ‘Marketing’Markets are changing rapidly. Customer preferences
and customer behaviour is changing too. The impact of
internet is a dominant factor in this changing process
and in the buying behaviour of customers. Now we
reach a new era where physical and virtual shopping
behaviour is integrating and showrooming is a major
factor. In short no longer selling is the key focus but
supporting the buying process of customers.
(the customer journey). Marketing was always focused
on products and markets, but now a refocusing is
needed on customers. Why do customer buy and what
is the customer journey?
We have to know motives, behaviour and reasons of
customers before we can help them buy., Psychology,
anthropology and It are major topics within marketing.
It is a fascinating journey in customer behaviour and the
application of technology. A new world with new
disciplines and new marketleaders is ahead of us..
But, as ever, marketing will be important for a company
to be successful only on a different way. Customer
preference, customer share of wallet and customer
loyalty as new parameters for success. Marketing will be
again need driven and not product focussed. This is our
challenge for the future, a new future with a new type of
customers and different technologies. But still with the
same personal needs and wants.
cor Molenaar
Sound has the ability to be heard, but not noticed.
lOud COMMeRCIAlS
Do broadcasters turn up the volume
during commercials? No, but still
commercials seem louder. Audio
compression can make the sound
louder and commercials get mastered
differently than movies. That’s why they
appear to be at higher volumes.
Professor E-marketing and Distance Selling at RSM; loves running marathons
and supporting his favorite footballclub NEC.
29
did you know that with a $5 correspondence course from Penn State in making ice cream, two regular guys named Ben and Jerry opened their first ice cream scoop shop in Burlington,
Vermont on May 5, 1978? Using an old-fashioned ice cream freezer, they began churning out all the rich, creamy, fun and
chunky ice cream flavors they’d always dreamed about. did you know that Ben & Jerry’s has been around for over 30
years due to the popularity of the high quality ice cream and creative mix of flavors? The product is kept fresh by occasionally
offering different flavors or limited edition flavors. Flavors are loaded with chunks of fruit, nuts, candies, and cookies. The market
niche of those customers who appreciate premium ice cream with unusual flavor names like Karamel Sutra, Chocolate Therapy, and Imagine Whirled Peace is a key asset of Ben & Jerry’s.
did you know that in 2001, the British-Dutch conglomerate Unilever bought this American Vermont-based ice cream manufacturer? Under the agreement with Unilever, Ben &
Jerry’s operates to a large extent independently. There is, however, an integration of the Ben & Jerry’s practices
with those of Unilever. did you know that there is a Free Cone Day? This is an annual event held between
late March and early May, in which Ben & Jerry’s scoop shops give out free ice cream cups and cones as a thank you to the
community. Sometime in early 2013 they will be announcing their next Global Free Cone Day on their website. In the Netherlands, it will take place around Amsterdam Central!
Goldenoldie“some things never loose their coolness.”
did you know that there is a flavor graveyard at the Ben & Jerry’s factory in Waterbury,
Vermont where visitors can go to the grave of their favorite
departed flavors? Sometimes the flavors are set aside because
they are not selling well, but in other cases it is because the
treat became too costly to produce. However, favorite flavors
can be resurrected from their grave to be brought back into
stores. Customers can simply bring an ice cream flavor back
from the past by filling out a form on the website.
Text by Vrinda Marapin
30
we share what we love.Are you excited by creativity? Are you into street culture? Would you like to discover fly stuff related to style, art, music, tech and inspiring
people?
We’d like to introduce you to Street Chique; your new favourite online lifestyle magazine. We have a thing for street culture, especially
when this raw creativity is combined with the sophistication and quality of a more high-end lifestyle.
Starting out as a magazine, we aim to grow towards an interactive on-line hangout where you can truly experience the street chique lifestyle. Our magazine works great on both your desktop as well as your iPad so you can take SC anywhere you like. Our team takes pride in all that we do, and we hope you’ll stick around during our online endeavours.
Yours Sincerely,
Street Chique Crew
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