southparc.

Good day sir, can ik help you? - Martini, please. - Would you like some ice? - Yes, please. - Cubes or crushed? - Cubes. - Lemon? - No, thanx. - Olive? - Yep. - Tumbler, long-drink or cocktail glass? - Tumbler, please. - Anything else? - Some of those peanuts would be great. - Of course sir, here you go…

Thanks, buddy. That was a great Martini. Next time I’ll bring my friends…

Although modern technology offers us a lot of new channels and tools, the nature of marketing has not changed. You still have to make a serious effort to find out what your customers (or fans, or friends) really want. Ask, listen, respond. It’s not about all you have to offer or all you want to tell. It’s only about what’s relevant to them.

In my opinion, a solid 2.o strategy is based on relevance. Do you agree?

Ben

According to some gurus, our web-based-world will experience major changes over the next few years. And it will not just be ‘the same web, only bigger. No way. We are creating ‘the One’, that is one big computer(system), connecting everyone to everybody to everything. Our phones, laptops, tv’s and other devices will transform into (no more than) ‘windows’ to look into ‘the One’.

But there’s more. In the near future, all ‘things’ will also become part of this mega-system. All our stuff will be connected to ‘the One’, communicating and sharing data. Your shoe will share stories with the world. Where it’s made, when, by whom, what ingredients are used, how many times it has been used, where it is right now (check Google maps!)…

Ping! Hi John, this is a message from your BMW. Could you please be so kind to check my oil, it’s dirty and has not been changed since 11 November 2009! Please solve this problem within 3 days, otherwise I will have no other choice than to tell “the One”…

I can’t wait to have a good conversation with my coffee machine or an indepth discussion with my wife’s shampoo…

How about you?

Ben

In the past marketeers and business developers knew what was best for their customers. They had the training. They had the experience. They had the knowledge, based on surveys and statistics.

Question: Is that still the case? What if the customer knows what’s best? Scary idea! And hard to accept for a lot of traditional die-hards.

Nevertheless, embracing this thought is the only way to start using the wisdom of the crowds. Marketeers just have to let go of their pride and fear, changing their position from analyst to communicator. Replacing classical observation and segmentation by initiating and joining dialogues, with all who want to be involved with their brand-services-products. From this new perspective there’s only one key issue to focus on: how intense will our dialogues be?

Social media marketeer. New business cards please…

Ben

A lot of marketeers hold on to the past. Cherishing old habits and old rules. They still believe public relations is all about communicating via the traditional media. They still assume that there is nothing wrong with the interrupting approach of advertising. The idea of new marketing via the web makes them nervous and defensive. And they resist to invest some time to explore the power of reaching their customers directly…

However, for all of you who want to be more visible on the web, who want to share their story directly, who want to drive people into conversion, here’s an advise: please ignore the past.

Wanna join?

Ben

‘Make’em love you or hate you. Just don’t leave them indifferent’. Pretty straight forward quote we found on the web.

We  think brands are a lot like human beings. You can fall in love with them. Be loyal to them. Want to spent time with them. Develop a relationship. And like with friends, open dialogues are vital for mutual understanding and respect.

That’s why brands should alow their corporate content to spread to many social communities and join global conversations on all relevant topics. And, if possible, facilitate these conversations in or near their own website, improving trust, relevance and credibility.

As a result, we expect corporate sites to become more like platforms for customer discussions and not just brand/product pitches.

Question: are corporate websites getting irrelevant due to the new way of info sharing?

Ben

Share ownership of the brand. What a great concept. Just let go of control. Open up, be honest and be transparant. Turn communications into conversations. Create unique content and make it available. And last but not least, accept that word of mouth still rules and let the outside world do the talking.

Your reach will grow, your credibility will improve and your brand will prospher.

Simple, isn’t it?

Ben

And we help our international clients to get the most out of their brands. By developing smart strategic positioning, by producing outstanding creative content and by implementing a fundamental shift in the way they communicate. Moving from monologue to dialogue. Making sure their message is present in the new world and their story is shared in global conversations. So let’s start some conversations and join us!