Monthly Blogs Archive

How Not to do Sales Promotions

by: Alain Thys

There is a statistic which claims that 80% of the sales promotions never turn a profit for the brand that initiates them.  Yet while statistics always remain a little abstract, today I saw a beautiful case on exactly why that is.

When exiting the airconditioned Carrefour into a 32°Celcius blazing sun, I was greeted by a few friendly looking promo-boys and girls who offered me a free new softdrink to drink on my way to the car.

Continue reading »

Comments (0) • Posted on on 27 May, 2005 - 14:59
Share this
Alain Thys retail marketing

And the Winner is ... China

by: Alain Thys

My previous post on China is already out of date.  Last week AC Nielsen reported that Chinese shoppers visiting Europe spend a whopping $1,781 (€ 1413) per person per trip.  Interestingly, where their fellow-countrymen travelling to non-European destinations mainly bought cosmetics & designer clothes, Euro-visitors focused their spending on alcohol, perfume and tobacco.

Continue reading »

Comments (0) • Posted on on 25 May, 2005 - 14:54
Share this
shopping behaviour Alain Thys

Shanghai and Paris Have Never Been So Close

by: Alain Thys

Prada's has once again hired Rem Koolhaas to open up a flagship store in Shanghai (after NY and Tokyo). What is however much more interesting is the reason they are doing this.

According to Prada Chairman and CEO Patrizio Bertelli, the reason for the brand is not only to generate local sales, yet also to generate awareness and prestige for the brand to drive sales of their products to "chinese tourists visiting Europe".

Continue reading »

Comments (0) • Posted on on 24 May, 2005 - 14:55
Share this
strategy Alain Thys shopping behaviour

Put Computer Games in Your Media Mix

by: Alain Thys

If you thought computer gaming was not really something you should include in your mediamix as you don't have a brand that appeals to teenage boys, think again. A recent report by the Entertainment Software Association comes with a few interesting facts:

Continue reading »

Comments (0) • Posted on on 22 May, 2005 - 14:10
Share this
gaming Alain Thys

Are Marketeers from Mars and IT People from Venus?

78% of marketeers do not know how to get the best of their databases.  It's not me who's saying it yet yet a survey done by EHS Brann Discovery in the UK.  In addition one in five consider having too much data in their databases and not enough results.

For me it's another proof of the gap that has grown between Marketing and Information Technology folks, based on the fact that neither really talks the other one's language. 

Continue reading »

Comments (0) • Posted on on 13 May, 2005 - 13:26
Share this
Alain Thys role of marketing

The Significance of 'Social Software'

by: danah boyd

This is an abstract of a paper that i would like to eventually write (although i don't know for where). In the meantime, i thought i'd throw it up here for critique.

Continue reading »

Comments (0) • Posted on on 8 May, 2005 - 21:05
Share this
social media danah boyd mass culture

Ecomagination: Inside GE’s Power Play

by: Joel Makower

Today, May 9, General Electric, the 125-year-old behemoth born out of Thomas Edison’s electric light company, is casting a bright light on sustainability.

Continue reading »

Comments (1) • Posted on on 8 May, 2005 - 15:27
Share this
Joel Makower clean tech General Electric innovation value branding strategy sustainability

Marketeer ... Can You Reach Me?

by: Alain Thys

Recently I placed a few posts on the changing nature of media consumption which basically started me thinking about my own media consumption.   That was when the magnitude of the new consumer behaviour hit me.

The bare facts:

Continue reading »

Comments (0) • Posted on on 2 May, 2005 - 13:42
Share this
marketers Alain Thys media consumption

Recent content

This blog reflects the personal opinions of individual contributors and does not represent the views of Futurelab, Futurelab's clients, or the contributors' respective employers or clients.

Subscribe

RSS



Follow us on