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Waarom Kito Electrabel niet kan redden

Column zoals verschenen in De Tijd van 26 maart 2014.

Kito, de grappige energieverspillende hond van Electrabel, is weer helemaal terug. Kito die feestjes bouwt als de kat (lees: het baasje) van huis is, en daarvoor naar hartelust allerlei energievretende toestellen aanspreekt. Onlangs werd hij de trotse papa van vijf schattige puppy’s, wat hem meteen veel oh’s en ah’s opleverde bij iedereen die hem zo al schattig vond. Mezelf incluis.
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Rebranding, why would you?

A company’s reason to rebrand can be just anything ranging from wanting to have a fancier name or a modern look, to feeling they’d like to be a little more of this or that.  Just like x, y or z… (read competitors), they want to see to it that …. (read they want exacty the same).
These are no good reasons to rebrand.
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Why you should stop doing traditional marketing

We stopped doing marketing. We didn’t stop just now ; we stopped already a while ago. Because marketing the way we know it, is no longer relevant.

The 4Ps are no longer a big help because they tell you to promote products to people at a set price at the places you pick. And that is what people are running away from. usiness with people. People with emotions and ratio.

Thats way B2B Marketing is the new way to go.

B2B marketing refers to the techniques and best practices used by companies with products and services sold to other businesses. Unlike many B2C marketing efforts, B2B initiatives must consider that a number of executives likely weigh in on a single purchase decision, so campaigns must address multiple audiences within the same enterprise. Additionally, B2B marketing must cater to (generally) long transaction periods.

When businesses are in the market for new solutions or methods aimed at improving their operations, the demonstration of value of is vitally important. Research from Alinean shows that economic justifications are now required for 90 percent of B2B purchases. Moreover, promoting product usability and easy integration options are key components of B2B marketing campaigns. Still, B2B marketing requires flexibility aimed at customizing product and service pitches to the purchasing company.

While trade events are often cited as a top avenue for B2B marketing, internet marketing is also becoming vital as recent figures show that 93 percent of business buyers start their product research on search engines.

Reaching Business Buyers Online

Target markets must be carefully selected in the earliest stages of marketing a product or service to an enterprise. B2B marketers must consider the sizes, industries, budgets, revenues, etc, of the enterprises they target.

Of course, targeting business buyers also demands marketers know where to find them in an increasingly digital world – and studies suggest that decision makers are increasingly accessible via search, social, email and other channels. Learn on this article  more about b2b marketing and how it can help you improve your business.

Allemaal Waze-en?

Column zoals verschenen in De Tijd van 20 juni 2013

Waze - de tijd - ann gallandWaar is de tijd van de steeds fout opgeplooide Michelinkaarten die overal in de auto rondslingerden? Ik had er ontelbaar veel. Zoveel dat ik ze op een zeker ogenblik netjes moest sorteren in een bakje in de koffer van mijn auto omdat het handschoenkastje veel te klein werd.

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#FitchTheHomeless campaign: never underestimate the power of one

Brand building, the old school way, doesn’t work anymore. As a brand, you can no longer tell others what your brand is going to be for them. People decide for themselves, take action and if they are pretty serious about the issue, they let the world know what the brand really means to them.
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Shaping for tomorrow with Capital-E

Capital-E

Early 2013, Capital-E, a leading venture capital fund in Europe with exclusive focus on micro/nano-electronics and advanced materials, asked us to rethink their online presence.
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A story about online versus offline marketing

Each time I am being asked to bring a story about online versus offline marketing, I actually should answer I can’t because there is not such a thing like “versus” in marketing. But I never say I can’t, because the question makes sense: many marketers are still struggling with what to do online and what to do offline.
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De Vlaamse Sportfederatie “marketingtoolbox” website is een feit

De Vlaamse Sportfederatie (VSF) lanceert deze week haar online “marketingtoolbox”: een interactieve website die aan haar leden sportfederaties toelaat hun marketing- en communicatiestrategie eens grondig onder de loep te nemen. Met deze online marketingtool die we binnen Galland.be speciaal op maat voor de VSF hebben ontwikkeld, wil de VSF de werking binnen de sportfederatiesector strategisch versterken.
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I like and I recommend

Gallandbe_Marketing_Jaarboek_2012“Word of mouth”: nieuw of van alle tijden?

Word of mouth is de snelste en meest persoonlijke vorm van communicatie tussen individuen. We denken aan buzz, consumer-generated content, referrals, social media, brand ambassadors en influencers. Nieuw? Integendeel, word of mouth is des mensen, zo oud als de straat, maar staat weer volop in de belangstelling doordat deze beproefde communicatievorm het ongelooflijke voordeel heeft geloofwaardig te zijn.
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2013, het jaar van “iedereen expert”

Mad Men days are overDe wereld is veranderd, het digitale tijdperk is een feit, en er zijn uiteraard wel voldoende experten in domeinen zoals bijvoorbeeld SEO of mobile marketing, maar er is zo goed als niemand die zich expert mag noemen in de transformatie die de digitale revolutie met zich meebrengt. Daarvoor is het gegeven te nieuw.
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Ann Galland
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