J'aime pratiquer des sports (voyons, ça fait quelques temps que je n'en pratique pas, mais j'aime quand même). Pourtant, quand on parle de regarder des sports à la télé, je ne suis pas vraiment un passionné. Je préfère être dans l'action.
Depuis mon arrivé au Canada, un tout nouveau monde s'est ouvert devant moi: le baseball, le hockey, le football, le ski, la planche à neige et beaucoup d'autres sports que je ne connaissais pas ou dont je n'avais pas entendu parler au Brésil.
Après ma première année ici, un événement en particulier a attiré mon attention: le Super Bowl. En tant que professionnel du marketing et passionné des annonces publicitaires, j'ai commencé à aimer celles qui sont divulguées au Super Bowl (même si je ne regarde pas le match, je regarde toujours les annonces sur l'internet).
On sait que le coût d'une publicité pendant le Super Bowl est astronomique, mais on doit avouer que les bénéfices sont aussi extraordinaires si la campagne publicitaire est bien fait.
La publicité de Wix, par exemple, est super! Elle est drôle, directe et bien pensée dans le domaine du football. En plus, Wix avait commencé la campagne sur les médias sociaux plusieurs semaines avant le Super Bowl en utilisant Facebook/Twitter et aussi ceux des anciens joueurs qui sont dans l'annonce. On peut dire qu'ils ont réussi à attirer l'attention: la vidéo d'Emmitt Smith avec sa danse en ligne a atteint 1.5 million de visionnements en 24 heures après sa publication.
[youtube=http://youtu.be/P5SB1Ypy1EM]
Une autre publicité qui mérite d'être mentionnée est celle de la compagnie Kia. On peut dire que les annonces de Kia sont toujours excellentes et avec elles savent bien promouvoir leur voitures. L'année passée ils ont utilisé le film Matrix comme base pour annoncer le modèle K900:
[youtube=http://youtu.be/C6Rbn2pk2h8]
Cette année, ils ont utilisé le James Bond Pierce Brosnan pour annoncer le nouveau modèle Sorento. Qui d'entre nous a jamais eu envie d'être James Bond avec une toute nouvelle et performante voiture?
[youtube=http://youtu.be/rSqqCI0LNHs]
À mon avis, ces superbes annonces du Super Bowl atteint toujours leur but: être dans la tête des gens avec une bonne image et un bon positionnement.
Thursday, February 19, 2015
Tuesday, January 6, 2015
CRM for selling
An important tool when we are working with Marketing strategies is CRM (Customer Relationship Management). Since I arrived here in Montreal, I knew that I needed to learn more about local customer and a good way would be to work with CRM.
Sure, to have some study is a start. For that I went to HEC to have a Certificate in Marketing. That helped me a lot. But I could not stop there. So, while I'm not working in the marketing field, I looked for another way to learn more. Therefore, I started to read about Google Analytics and the tools they use.
I started with Digital Analytics, how important is to analyze the quality and the quantity of data from the business and from the environment in order to improve the customer experience. Also the measurement strategy to guide the data analysis and the understanding that the customer has increased the choice and control to decide the purchase at any point of the decision path.
But what can we expect about CRM this year?
Between another things, we can say that the way that sales happens needs always to change, to adapt. Since salespeople don't see the technology empowering them, they use CRM as a management tool and don't put data into the CRM system, for what specialists say. We know that analysis should be more used by sales managers. The improvement of analytics tools accross VoIP, CRM and other tools are trend this year, but the success will depend of how companies will take action with the data that analitycs delivers to improve mobile workforce productivity.
When Microsoft put the Office suite available freemium for IOS (and the launch of the Android version), the option of opening a Word document on a mobile without losing the original format is driving other companies to play more initiatives this year.
Specialists say that IT leaders are ready to make apps available to the customers in a more controlled and secure manner. They also say that Microsoft and Google are challenging the lower mid end of the mobile device management and enterprise mobility management with their Office 365 and Google apps for work to have smaller and more budget organizations starting with a solution they already know instead of overwhelming IT Team support with another new platform.
Well, the year only started and those are only some of the millions of trends that the market is shooting in the middle of this big world The way that we will manage the customer relationship will change a lot and we will need to learn different things everyday, only one thing won't change: the customer will always be the customer, doesn't matter who he is, where he is or what he is doing.
Sure, to have some study is a start. For that I went to HEC to have a Certificate in Marketing. That helped me a lot. But I could not stop there. So, while I'm not working in the marketing field, I looked for another way to learn more. Therefore, I started to read about Google Analytics and the tools they use.
I started with Digital Analytics, how important is to analyze the quality and the quantity of data from the business and from the environment in order to improve the customer experience. Also the measurement strategy to guide the data analysis and the understanding that the customer has increased the choice and control to decide the purchase at any point of the decision path.
But what can we expect about CRM this year?
Between another things, we can say that the way that sales happens needs always to change, to adapt. Since salespeople don't see the technology empowering them, they use CRM as a management tool and don't put data into the CRM system, for what specialists say. We know that analysis should be more used by sales managers. The improvement of analytics tools accross VoIP, CRM and other tools are trend this year, but the success will depend of how companies will take action with the data that analitycs delivers to improve mobile workforce productivity.
When Microsoft put the Office suite available freemium for IOS (and the launch of the Android version), the option of opening a Word document on a mobile without losing the original format is driving other companies to play more initiatives this year.
Specialists say that IT leaders are ready to make apps available to the customers in a more controlled and secure manner. They also say that Microsoft and Google are challenging the lower mid end of the mobile device management and enterprise mobility management with their Office 365 and Google apps for work to have smaller and more budget organizations starting with a solution they already know instead of overwhelming IT Team support with another new platform.
Well, the year only started and those are only some of the millions of trends that the market is shooting in the middle of this big world The way that we will manage the customer relationship will change a lot and we will need to learn different things everyday, only one thing won't change: the customer will always be the customer, doesn't matter who he is, where he is or what he is doing.
Wednesday, August 27, 2014
Être Collaboratif
Aujourd'hui on parle beaucoup à propos de “Ice Bucket Challenge”, une nouveauté qui est devenue viral partout au monde. On pourrait dire qu'il est une façon de faire les personnes connaître une maladie neurodégénérative qui s'appelle sclérose latérale amyotrophique (SLA) et donner de l'argent pour une association de lutte contre cette maladie.
Mais on doit voir aussi une leçon qui devrait être appris depuis longtemps: les consommateurs ne prennent pas seulement la parole, ils participent, ils montrent ce qu'ils veulent et comment ils veulent. Le CRM est là pour découvrir tous qu'on a besoin pour attirer et fidéliser les consommateurs, mais il faut pas arrêter dans les donnés. Il faut trouver des idées, la plupart le plus simples, pour faire le consommateur participer et dire ce qu'il pense. Et avec le réseaux sociaux il est de plus en plus facile faire connaître la marque de l'entreprise ou d'un produit.
Il y a des gens qui n'aiment pas, il y a des gens qui aiment beaucoup, il y a des gens qui ne pense pas à ça. Mais, si on aime ou on n'aime pas, on parle de ça et, ce justement ce qu'on veut.
Veux-tu un seau d`eau glacé?
Mais on doit voir aussi une leçon qui devrait être appris depuis longtemps: les consommateurs ne prennent pas seulement la parole, ils participent, ils montrent ce qu'ils veulent et comment ils veulent. Le CRM est là pour découvrir tous qu'on a besoin pour attirer et fidéliser les consommateurs, mais il faut pas arrêter dans les donnés. Il faut trouver des idées, la plupart le plus simples, pour faire le consommateur participer et dire ce qu'il pense. Et avec le réseaux sociaux il est de plus en plus facile faire connaître la marque de l'entreprise ou d'un produit.
Il y a des gens qui n'aiment pas, il y a des gens qui aiment beaucoup, il y a des gens qui ne pense pas à ça. Mais, si on aime ou on n'aime pas, on parle de ça et, ce justement ce qu'on veut.
Veux-tu un seau d`eau glacé?
Thursday, June 12, 2014
Let's take part of this!
Hey you! Do you want to do something? We are alive and we like to be part of something. Being one of the marketing basis the customer's behavior, this need of doing something in the world brings a lot of possibilities for advertising and product promotion.
Today we can pass through the TV, Radio, Newspapers, Magazines and interact with customers. And with the technology, the interaction gets even better. This kind of marketing strategy brings increased sharing, personification and positive brand experience.
I loved this Duracell's campaign "Moments of Warmth, that got people to work together in order to get warm while they were waiting the bus:
http://www.youtube.com/watch?v=-mQZqKLiMIg
Another great advertising a little bit more serious from Volkswagen (Eyes on the road) tried to put the customer inside the message:
http://www.youtube.com/watch?v=JHixeIr_6BM
I remember when I was having some classes at HEC Montreal about some amazing interactive marketing strategies and I was always thinking about what could I make marketing strategies differently (I still keep thinking this way when I see some advertising that get my attention).
But how about you? Have you been doing something?
Today we can pass through the TV, Radio, Newspapers, Magazines and interact with customers. And with the technology, the interaction gets even better. This kind of marketing strategy brings increased sharing, personification and positive brand experience.
I loved this Duracell's campaign "Moments of Warmth, that got people to work together in order to get warm while they were waiting the bus:
http://www.youtube.com/watch?v=-mQZqKLiMIg
Another great advertising a little bit more serious from Volkswagen (Eyes on the road) tried to put the customer inside the message:
http://www.youtube.com/watch?v=JHixeIr_6BM
I remember when I was having some classes at HEC Montreal about some amazing interactive marketing strategies and I was always thinking about what could I make marketing strategies differently (I still keep thinking this way when I see some advertising that get my attention).
But how about you? Have you been doing something?
Friday, June 6, 2014
Jeux vidéo: on aime ça!
J'ai toujours aimé les jeux vidéo depuis j'étais petit. Il y avait l'Odissey, Master System and Atari au début, après les jeux à l'ordinateur et aujourd'hui il y a encore plus les jeux au telephone mobiles, les tablettes, Playstation, X-Box, Nintendo etc. Bien sûr, ma mêre faisait toujours attention à ça. Il y avait des limites et on était jété dehors chez nous pour sortir un peu. Encore aujourd'hui je me souviens de ça, alors j'essaie d'équilibrer la vie dehors, mais j'avoue que les jeux vidéo sont toujours avec moi.
Quand je suis arrivé à Montréal, une des choses que j'ai remarqué c'était la force du marché des jeux vidéo ici. On sait déjà que la population âgée de 20 à 30 ans passe souvent des heures devant une console ou un écran d'ordinateur. C'est vraiment un marché incroyable, si on pense aussi que la majorité de ces jeunes continuent à jouer (de forme moins intense, mais encore...) et ils passent cette passion à sont entourage, fils, neveux, etc.
Mais ici à Montréal il y a aussi le côté de génèration d'emplois et les plusieurs formations dans ce domaine. Des grandes entreprises comme Ubisoft, Warner Games, Gameloft, Execution Labs sont des exemples qui montrent la force de cette industrie et l'importance de Montréal sur le scenário du jeux vidéo. Bien sür on ne peut pas oublier les compagnies
Le marketing utilise des stratégies pour augmenter les volumes de ventes comme les séries des grands succès (Assassin's Creed, Batman, Need for Speed, GTA, Call of Duty, Guitar Heroes, Prince of Persia et plus), l'adaptation des films, les préventes, la publicité sur les jeux mobiles, mise à jour des niveaux et plus encore.
La publicité sur Facebook, dans d'autres jeux et dans des magasins, les bande-annonces sur Youtube et les événements pour le lancement du jeux sont des moyens trouvés pour attirer plus des consommateurs, mais il fault choisir plusieurs et regarder ce qui fonctionne le mieux pour chaque jeu.
Et vous, qu'est-ce que vous aimez aussi les jeux vidéo?
http://www.youtube.com/watch?v=7Ts7bR-QVto
http://www.youtube.com/watch?v=hYAnfE8WgAo
Thursday, June 5, 2014
A new marketing blog?
You're reading this post and thinking something like "Another marketing blog? Come on!". I agree with you. Today we have so many sites and blogs, too much information and we even don't know what deserves your some minutes of your attention.
Well, the main purpose of this blog is improve my writing skills in English and French (Voyons donc! Oui, le français!). I have my Portuguese skills and I have been studying and working in French and English environments and you know, we always have something more to learn (for that, I ask you: help me with my mistakes lol). Don't worry, If you're willing to stay some minutes here sometimes, I promise that I'll try to put interesting contents here.
But Who am I? (No' it is not a philosophy class lol). I'm a guy who left Brazil to live here in Canada since November 2011, looking for new experiences.
"What?! Did you leave Brazil to live here, in Canada? Are you crazy?"
Of course I'm not crazy! I love my country, the Brazilian people and my culture. But the world has so many wonderful things and so many cultures to discover! And Canada has all this immigration opportunities with people from many parts of the world living here that I could not lose this opportunity!
I've been learning a lot since I arrived here. I met so many people from everywhere (from here too, of course)! I studied French English and Marketing here. I also worked in a supermarket (well, 6 days, but I did lol) and I had a trainee job for one month to have some marketing experience. Finally I'm working as a Helpdesk Analyst in a English environment (and improving even more my English). I've been learning how to be more direct, in a different way that we use to work in Brazil. And I know that I'll learn more and more.
I love Brazil, like I said before, but each day Canada is taking part of my heart. Soon it will be half/half there and outside (with my Citizenship request).
But let's start speaking about marketing with this Pub from New York (Wieden + Kennedy) for ESPN.
http://www.youtube.com/watch?v=FIvGtnK5Xp8
What do you think about that? Every 4 years the world has one TimeZone?
Well, the main purpose of this blog is improve my writing skills in English and French (Voyons donc! Oui, le français!). I have my Portuguese skills and I have been studying and working in French and English environments and you know, we always have something more to learn (for that, I ask you: help me with my mistakes lol). Don't worry, If you're willing to stay some minutes here sometimes, I promise that I'll try to put interesting contents here.
But Who am I? (No' it is not a philosophy class lol). I'm a guy who left Brazil to live here in Canada since November 2011, looking for new experiences.
"What?! Did you leave Brazil to live here, in Canada? Are you crazy?"
Of course I'm not crazy! I love my country, the Brazilian people and my culture. But the world has so many wonderful things and so many cultures to discover! And Canada has all this immigration opportunities with people from many parts of the world living here that I could not lose this opportunity!
I've been learning a lot since I arrived here. I met so many people from everywhere (from here too, of course)! I studied French English and Marketing here. I also worked in a supermarket (well, 6 days, but I did lol) and I had a trainee job for one month to have some marketing experience. Finally I'm working as a Helpdesk Analyst in a English environment (and improving even more my English). I've been learning how to be more direct, in a different way that we use to work in Brazil. And I know that I'll learn more and more.
I love Brazil, like I said before, but each day Canada is taking part of my heart. Soon it will be half/half there and outside (with my Citizenship request).
But let's start speaking about marketing with this Pub from New York (Wieden + Kennedy) for ESPN.
http://www.youtube.com/watch?v=FIvGtnK5Xp8
What do you think about that? Every 4 years the world has one TimeZone?
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