cavemen speak. the revival of the hippie & the need for back to-basics marketing - part 2
DESCRIPTION
This presentation is the second part of the story on "Revival of the hippie & back2basics marketing". It shows the undeniable trend of hippie revival and reflects upon the impact it has on marketing. This presentation presents B2B Marketing, as in Back-2-Basics Marketing, from a classic 4 P's of marketing perspective. The last part of this story details B2B Communication or how the Cavemen Speak approach is beneficial in today's context.TRANSCRIPT
Is there more at stake than just some three-huggers? Yes. It’s about hippies acting in an open market space. They don’t bother that much yet.
Neo-hippies get what they need from each other. They are autonomous but connected. They are tech-savvy and deploy tech in their advantage. Everything they do has a purpose.
THE NEO-HIPPIE
REVIVAL OF HIPPIE IDEALISTS THAT SAVE TIME & MONEY AT THE SAME TIME?
HIPPIE REVIVAL WHAT STRUCTURES DEMONSTRATE THE HIPPIE REVIVAL?
EXAMPLE HIPPIE REVIVALS FOR • Politics: Occupy Movement, Moveon.org, Shame (BE), Arab spring, … • Ecology & Environment: Greenpeace, Tesla Motors, Windmills, … • Education: collaborative learning, P2P learning, textbook rental, … • Economy: the rise of the fluid freelance network organization, … • Mobility & Transport: P2P Car rent, P2P Parking, P2P Taxi, … • Home, hotel & travel: AirBNB, couch surfing, shared farms, Gidsy, … • Money & finance: crowd funding, P2P lending, collaborative banks, … • Journalism: blogger as journalist, crowd funded journalism, … • Fashion: swapping, hippieshop.com, fashion rental, … • Healthcare & Pharmaceuticals: crowd doctor, herbal • Culture: the maker-movement, DIY, … • Many more: but you get the point…
HIPPIE REVIVAL / POLITICS OCCUPY: Global Movement.
HIPPIE REVIVAL / ECOLOGY Ecology is a theme for all of us. Not only Greenpeace. What about collective energy purchases being on the rise?
HIPPIE REVIVAL / EDUCATION P2P & Collaborative, bypassing institutions… quite hippie!
HIPPIE REVIVAL / MOBILITY You don’t need to own. Accessibility is good enough.
HIPPIE REVIVAL / TRAVEL Go on holidays in a hippie way: cheap, social, …
HIPPIE REVIVAL / FINANCE Hippie finance: collaborative & P2P
HIPPIE REVIVAL / JOURNALISM Crowd funded & close to readers, experiment in Belgium.
HIPPIE REVIVAL / FASHION Swapping …
HIPPIE REVIVAL / DIY SQUARED The Maker Movement…. Convinced about the hippie revival trend by now?
HIPPIE REVIVAL A TREND YOU CANNOT DENY.
HOW MAY ORGANIZATIONS ACT ON THIS TREND?
FIGHT THOSE DAMN HIPPIES IS PROBABLY WHAT YOU THINK YOU SHOULD DO…
… I SUGGEST TO JOIN & FACILITATE THE MOVEMENT …
… LET’S MAKE THIS WORLD A BETTER PLACE!
MAKE LOVE NOT WAR!
People are no longer passive consumers. They are empowered. They get what they need from each other. They are becoming an industry: empowered by tech (social, mobile, IoT) and self-organizing. If you want to be successful as an organization, you need to align with this “revival of the hippie” trend.
BACK-2-BASICS MARKETING
B2B MARKETING B2B STANDS FOR BACK-TO-BASICS, BECAUSE ANYWAY B2B AND B2C ARE IRRELEVANT TERMS. IT’S ALL ABOUT PEER TO PEER, PEOPLE TO PEOPLE, HUMAN TO HUMAN, HIPPIE TO HIPPIE.
BACK 2 BASICS MARKETING IS YOUR ANSWER.
Hippies, hate them or love them, but they are great people. They’ll always do good for their environments (people, planet, …). In short: they are pretty much still thinking and acting like cave men. In order to be a hippie, be a cave men. With all respect!
CORPORATE HIPPIES
Back-to-Basics on all 4 traditional P’s CORPORATE HIPPIE MARKETING
BACK-2-BASICS MARKETING
B2B MARKETING • Product:
• CRAPPY PRODUCTS DON’T SURVIVE • CO-CREATED, CO-FINANCED, COMMUNITY SELLING • PRODUCTS AS A SERVICE (rent, subscribe, trade for other service, …) • RE-USABLE (maybe for a different purpose) • OPEN SOURCE, OPEN DATA PRODUCTS • TRUSTED, VALUABLE & WITH PURPOSE • PRODUCT USER EXPERIENCE IS KEY
• Place: • TECHNOLOGY ENABLES TO SHARE LOCAL & GLOBAL
• LOCAL IS GLOBAL & GLOBAL IS LOCAL • Price:
• COMMUNITY GIFT (= freemium) • USE, DON’T BUY (cfr.: product as a service)
• Promotion: • COMMUNICATION = CAVEMEN SPEAK.
• Community-driven at all stages. Hard selling sucks. • Knowing your audience (cfr.: big data insights) & it’s context to tell stories • Service is key! Generate ambassadors.
B2B COMMUNICATION BACK-2-BASICS COMMUNICATION IS ALL ABOUT COMMUNITY, CONTENT & STORIES AT EVERY STAGE IN THE CUSTOMER JOURNEY.
LET’S SEE HOW CAVEMEN SPOKE. AND SPEAK.
In the meantime, read my back2basics marketing blog @ vermeiretim.com, follow me on Twitter @vermeiretim or connect on G+
THAT’S IT FOLKS. JOIN THE MOVEMENT. BE GOOD. STAY TUNED FOR PART 3.