This morning at SIME started out perfectly! Tradedoubler invited some of us to an inspirational breakfast with an outstanding man named Jaap Favier from Forrester. He talked about recession marketing and had some very interesting thins to say. Some more chocking than others but I feel that the novellity of the information isn’t always the point, it is the way you combine it with analysis and the way you explain your thesis and put it into concrete examples…
Jaap cited his version of the basic human needs as other than previousely, namely UNIQNESS, VARIETY, COMFORT & CONNECTION. The first two are primarily prominent in good economic state and the following two are leading now, in current financial crisis. According to Favier, people tend to feel a need to belong, to be a part of a group. No news there. But his point is this, for companies to succeed, they need to “be a bar”, to make their brand an enabler. Companies need to bring people togerher and help you tighten your friendships.. thus the bar ref…!
I get it, I do! And I agree.. but it leaves me a bit confused.. Everyone says that online efforts when it comes to marketing will be the best and most cost efficient thing you can do, and I agree again! But when Jaap says that you need and demand safety and well known things I ask myself, isn’t there a conflict in needing the reach that online marketing can give you and looking for safety? I acctually think so, but I hope not. Although, I do think there can be a merger between saftey and online marketing and that is because of the measurability it can provide. Control and measurability are great comfort factors and are equally as efficient as they are comforting.
