1st keynote - mindful marketing 0% fat, 100% meaningfulness
Pieter Van Osch offers the 1st of the ebbf “make it meaningful, offering a new paradigm of work” 21st annual conference keynote.
Below a few highlights:
Optimism is a moral duty
so do companies ad people gave the moral obligation to raise it’s talents and abilities to the top of its potential, to grow?
marketing and sales then become of crucial importance to communicate that.
So how is marketing working now? Is it effective in doing this?
we are effective in money-making but are we also effective in meaning-making?
Servant leadership leads forward this kind of meaning-making.
I had a “dream” company, it was idealistic, we forgot to make money, we run out of cash and then what happens is that you die, and it is not good to die idealistically because you do not serve the world.
Many large company are good at money making, I dealt with a multinational that is having ethical issues with it’s food products being very good on money making but not very healthy products.
In august Apple had more money in the bank than the US government. Business has an abundance of money that is removing creativity and urgency. If we have abundance of money do we also have an abundance of meaning?
We are here to encourage action, to become activism. Competition, innovation, creativity is great as long as your intention is the right one. This sounds rather simple, it may be or may not be.
If we take the mindful balance into marketing, thanks to the transparency of the internet and the economic crisis, the shift is moving away from the company and power moving towards the customer. I had an example where a customer asked me for a 30% discount and I gave it to them. But just like when you are in love you do foolish things, the same thing occurs with customers, when you make them king you make mistakes.
If you put the customer first and he is king, then I forget that customers may be a king for the wrong things, customers think in terms of solutions. They may ask for a communication platform with certain features but what they really want is harmony between it’s employees, they actually should ask for a way to reach mindful respect and nurture creativity and not for specific solution.
As Simon Sinek mentions in his presentations hw we focus usually on the what as opposed to the why.
By the way steve wJobs and Apple never listened to the customer and created instead experiences and products that ignored current customer needs: the IPod, the IPhone and the IPad are all inventions ignoring the customer and serving their real deeper needs.
Why are you in business? Does your marketing department know why you are in business? How can they be meaningful and mindful if it does not have the answer to the deeper – why – question.
I might have a relationship but not be engaged, I have my bank manager but there is not engagement, no flow, no values creation.
We need to reinvent the relationship between value and price, between vendors and customers.
We end by finding out how to create value: value for the customer and value for yourself. With high value for the company and low value for the customer (give me your email address so that I can spam you) things don’t work.
We instead need to create value for both parties right from the first contact: I started a simple blog, at the start no readership but they constantly feeding – valuable – free information, interest grew. The trust is built, th confidence grows that I can help as a vendor. So I created a strategy whereby I offer value form the first contact Andy keep offering more value at each stage of interaction.
Another common mistake is to overload value but offering too much of it, too many options from the first moment, that overload is even less valuable.
Using twitter I get messages six or seven per day saying user x is using you, then that user started to re-tweet my tweets then I received a direct message from him asking me to serve him and he is now one of my top customers.
Look for the moment of truth where you create value.
Does this ad, this marketing create value?
See KLM advertising link as an example we will now consult over.
the audience says it creates value and engagement, creates a relationship with the person and it creates value for KLM as I will tell and tweet others good things about KLM.
The people who received the gift in a sense already opened the relationship and gave consent for KLM to communicate with them, there is permission.
“when I hug the customer, I need permission from the customer to hug them”