the/genuine/idea/blog

Market Research: WIFI access in hotels

2005-08-29T12:48:00.000-07:00

The idea
I pitched a new idea to some friends and colleagues. I saw an add for the new DFW hotel in the airport terminal. It is brand new and highly advertised around the world. They provide WIFI access for all their hotel guests, for VIP members of Hyatt hotels and meetings.

After seeing that ad a couple of times, I started thinking. What is the general rule in providing internet for your clients in the hotel and hospitality business (main research question).

The strategy
Narrow it down to three operational research questions:
1) What is the standard of providing internet access hotspots in hotels?
2) How much does it cost for the hotel guest?
3) What sort of connection does the guest receive?

One of the lists on Fortune.com concerns hotel internet access. Seeing that I found the market research agency that has done research on it. But still that was still very shallow, and deeper, broader research will pay off.

Operational requirements
The issue here is to use the adequate market research techniques and models, so that the survey is comprehensive. Over the next few days, I will start looking around, and contacting several agencies that done surveys on that subject.

It is my goal to give you a list of the top 10 WIFI-hotels in the US. Giving the criteria mentioned above.

Technorati tags:
Blog Internet Computers and Internet Marketing Advertising Entertainment Blogging

The Experience Economy

2005-08-10T09:34:00.000-07:00

One of the major developments in today's economy is the experience economy. The economy has gone past the stage of differentiation and personalisation. People want more and more, because there is little difference in regular products.
In a book and several papers (leading authors) Pine and Gilmore introduce the new experience economy.

Some examples of the expierence economy:
-Hard Rock Cafe: It is not just about food anymore, the people and the surroundings provide a whole experience for the whole family. Supported by rock memorabilia the Hard Rock Cafe offers customers another dimension
-Niketown: It is not just about clothing. Clothing and footwear is supported by huge flat-screen TVs and the employees are young and dynamic people.

The experience is how those companies differentiate, even if the food in the Hard Rock Cafe is not that good, people will remember the family experience.

A must read is: Welcome to the Experience Economy by Pine and Gilmore

Technorati tags:
business
marketing
advertising
blog

Book Review: Positioning: The Battle for Your Mind

2005-08-08T14:30:00.000-07:00

From now on, I will try to post a book review of every marketing book I have read so far, that was really interesting and helped me and my business a lot.

Positioning: the battle for your mind (Al Ries & Jack Trout)

A must read for every college graduate, and every professional! This book gives you a first and important glimps of the mind of your customers. This book is not the only read you will have to study in order to know your customers, but it is a first step, and a huge one.

The battle for your mind starts with a basic explanation of what positioning is, and what you will have to change. Going from an introduction, to explaining how one's mind works.
The second part of the book explains the different kinds of positioning on the different levels. Positioning of a leader, positioning of a follower, the strengths and weaknesses of those products, etc. But also some very bright insights about positioning yourself in a job interview, or positioning a country - did you know that Jamaica is positioned as the Hawaii of the Caribbean?

The last chapter gives a very short but informative conclusion about the book, and how you can start playing the positioning game.
In the end, it is a very hands-on book.

Technorati Tags:
Blog books business marketing advertising Weblog Blogging

McKinsey reports: Online Retail

2005-08-08T04:46:00.000-07:00

In their newest leading quarterly journal McKinsey provides new facts and insights on the online retail market in the US. The most impressive statistic is the boom of online retailing: from $8 billion in 2003, to $90 billion in 2004. Divided in a 52% market share for online retailers who still have a local stores, and 31% market share for online retailers, that only sell online.

Most companies who don't have local stores anymore (Amazon) are called efficiency machines. The internet has leveled the information playing field for those brands, as well as a platform for worldwide expansion. Most of those US-based companies, now have subsidiaries all over the world. Others who are only using the virtual stores are called niche leaders, because they mainly sell high-end products at a greater cost. The biggest problem those companies will face in the coming years, is the service issue. Only those online companies that can provide (or give the illusion to provide) the same service as local stores will survive.

The article then goes in depth on the different real stores who opened an online subsidiary. The article is a very interesting read, as it is based on past data, and tries to explain the path that brands today followed, and will follow in the near future.

The whole article is available from McKinsey Quarterly.

Technorati Tags:
Apple marketing Business Weblogs Blog Internet advertising media Computers and Internet Entertainment Current Affairs

Give me a KISS (Keep it simple, stupid)

2005-08-06T04:50:00.000-07:00

Defintion from WhatIs.com:

The KISS (Keep It Simple, Stupid) Principle is self-descriptive and recognizes two things:

1. People (including product and service users) generally want things that are simple, meaning easy to learn and use.

2. A company that makes products or furnishes services may find simplicity an advantage for the company as well, since it tends to shorten time and reduce cost. (Where the company is trying to use the principle on behalf of users, however, design time may take longer and cost more, but the net effect will be beneficial since easy-to-learn-and-use products and services tend to be cheaper to produce and service in the long run.)

Be simple, be productive

I just read an article about Stelios (the Greek owner of Easy). He gives KISS his own interpretation. For him KISS, is a more basic model of everything: cars, movie theatres, cruiseliners, an airline, etc. A lot of people are lost in big corporate structures and missions that make it more complicated for their employees as well as for their customers. With the KISS principle, you throw everything unnecessary away, and by doing that you will get a very transparant business.

Transparancy is one of the key product (and service) features customers today look at. They don't want to buy products with a catch, with a hidden agenda. People want clear products, made by transparent companies.
The perfect example of a transparent company is google.com. Look for yourself: google.com. Their answer: basic website for a basic need of searching the web!

Be transparent, and KISS everybody

Technorati tags:
google
marketing

The Power of ... mediocrity

2005-08-04T18:01:00.000-07:00

How is it that the world today gets closer and closer together, but yet so far apart?
The answer is the power of mediocrity.

There are big differences between the rich and the poor, but the center of wealth is getting more concentrated. Everybody buys multi media equipment. A lot of people in the US, and beyond are having a lifestyle they can't control for the coming years (especially with the upcoming power of China). That will result in a loss of buying power from our end, but an increasing buying power of the Asian continent.

We all need to be aware of the fact, that the lifestyle as we know it today is under a great deal of unsecurity, and that a lot of the benefits today will go lost!

The solution to escape that hole, is to stand out of other people. Everybody can do that in their own way. The only necessary component is that they need to be original, and personal. They need an idea to escape the mediocrity trap.
From an entrepreunerial point of view: You need to hire people who can challenge you, you need to hire people who are better then you, then you will end up with a team of giants, that can challenge the upcoming problems!

You need the BEST people, in order to survive!

Business
Marketing

Mighty Mac launches Mighty Mouse

2005-08-03T11:42:00.000-07:00

Finally the wait for us Mac-users is over. Apple introduced it's multi-button mouse. And of course, it looks 100 times cooler than any other mouse on the market, and it works perfectly.

See for yourself: Apple Mighty Mouse

In my recent post about the differences between Microsoft and more creative soft- and hardware manufacturers, I pointed out that Mac simply does everything better, and cleaner! (The fight Microsoft will not win)

But how?
What is the basic difference between Apple and Microsoft, between Jobs and Gates?
-Managing Expectations: Microsoft consistently introduces products with a wrong release date, and therefore challenges customer loyalty. Longhorn, becomes Windows Vista, 2004 becomes 2006, ...
Apple introduces a product when they know it will be ready for the market. The switch to Intell will happen in time!
-Corporate Culture: Do not underestimate the charmismatic power of Steve Jobs. A man who lives and breaths Mac. I don't underestimate the qualities of Microsoft, but they tend to slack off lately. Is that because the whole organisation has become arrogant, and the computer world dependent on Microsoft?
-The Design factor: Nobody will argue that Mac introduced the design factor in modern PC-life!

Love to hear your opinion,

A proud Mac user

mighty mouse
Apple
marketing
ipod

Time management (Example)

2005-08-03T06:35:00.000-07:00

I went to the bank yesterday to do a currency transaction for my holiday abroad.
Timeline:
- Four days ago I ordered the amount in euro's (ok, so, now you know I am going to Europe).
-Yesterday I received a phonecall, to tell me that the euro's were at the bank
-A couple of hours later I went to the bank

Normally I just go on a holiday and get my local money from the ATM machine, at the airport or at my destination. But, this time I tried to do it old school! It was actually a good test.

Lesson learned:
If you go straight to your bank, you get a good currency exchange price, probably the lowest you will get anywhere. The downside of it is, that you lose a lot of time. Ten minutes on hold on the telephone the four days before the transaction, the second phonecall the day of the transaction, and waiting in line, doing the necessary paperwork, and chat with the bank director!

So I maybe had the best exchange rate, but I definitely lost a lot of time - equals money, on a regular business day!

Conclusion: disintermediation

Business
Marketing

The only security is insecurity

2005-08-01T18:34:00.000-07:00

I am writing this post in between meetings today. All of the sudden, moments before I decided to finally post my story, I read the new Seth Godin post. I totally agree, and of course, couldn't have said it better.

I was talking to one of my high school friends in a meeting over lunch. He is trying to start a new IT company, and asked me what his advantage will be over all the others. I first told him, that he did not have to convince me, because I already believe in his project.

In particular, he was asking about the risks he had to take to launch his own (progressive) IT business. But I have to say, he is an advanced IT-guy, and has some really great ideas.
At the end of the meeting, he said -totally out of the blue- that the best idea he had was something totally not IT-related. He would simply create the idea, and sell it!. That is when I launched my - Godin like - sentence: You are only as good as our last accomplishment! Be prepaired, to be insecure!

And we decided meeting on a regular basis, to create a framework for his ideas.

PS: This is exactly why I started a genuine idea blog - develop ideas and treasure them!

Business
Marketing
Internet

TrackBack

2005-08-01T10:26:00.000-07:00

Haloscan commenting and trackback have been added to this blog.

I wont delete this post, just to let everybody now that my blog is now TrackBack enabled.
The only downside of me not doing this earlier, is that I lost all comments already posted! Please feel free to comment on past posts

Blog Away!

technology
Internet

The Power of ... the right attitude

2005-08-01T05:09:00.000-07:00

In an email received about my previous post, I just had to react! It was one of the best comments I've had so far, and right on target.

A good service is indeed free, and it helps your business a lot, but the right attitude is even more important. The power of the right attitude is more than just giving a good service to your customers. The right attitude starts with the company's mission statement, and ends with the front office, who delivers the product to the customer.
If that chain of people and functions cooperate using the same philosophy, that company uses the power of the right attitude.
Everybody has to develop that attitude using it's own values and views. And that is where a lot of problems start. Not everybody has the right mindset, or the right values to sell its products.

Use your VALUES!
Business
Marketing

The Power of ... FREE - but the other kind

2005-07-28T05:28:00.000-07:00

When I say free, you automatically think what you might get for free! The WIIFM (What's In It For Me) – approach. That is indeed a well used marketing and sales technique. But I think the power of the traditional use of the word FREE has been compromised. All companies, even the ones who have no real marketing strategy, give free stuff to their customers.

The new and improved power of FREE:
One of the problems of selling today is to diversify your product from that of everybody else. How can you do that? By offering something free – that’s right, giving something free!
But not the kind of free sample, or free amounts or whatever. But giving a free service to your customers.
Let me explain this further with an example
The car dealership.
On an bright Monday morning I go to a car dealership just 2 miles from my home. I have been a customer for 3 years, and my car has been in the shop way to often. Service was really bad, they wouldn’t even give a cup of coffee, staff was very unfriendly.
Thinking about that on the way back, I decided to buy a new model of the same brand. But I heard really good things about a car dealership 15 miles from my home and close to work. So I decided to have a look. And ... The service was amazing, the salesperson was great, and I ended up buying a car, and will stay a customer of that dealership for a long time to come.

This is to show you, that being friendly and offering some extra service pays off. In a world where the difference in products is so little, the difference in service and quality can be huge.

Quality delivers!

marketing
Business

The fight Microsoft will not win!

2005-07-27T04:34:00.000-07:00

Microsoft 95% - Apple 5%

That is -roughly- how the ratio stands right now. Microsoft pushed Apple (and all other platforms) with their back agianst the wall. How? By selling the lesser product, with better sales tactics. It is a fact that other platforms out-perform Windows, but they managed to sell it as the best, the most advanced operation system ever!
Over the past couple of years the informatisation of the world is growing exponentially. Because of that evolution a lot of people had good ideas how to use the internet. So that is how very different kind of sites and online communities grew. You now have a pool of very good and comprehensive sites for every thinkable subject.

Not only the www has been a stage for the creative to develop new things, the growth of hardware components has lead to an increase in possibilities.

Summary: You have one company who claims to be the best performing, best run IT-company. Over the last years you have soft - and hardware developers who have great ideas that are way better than the conservative views of Microsoft. For example:
1) The creative Apple Aqua restyling
2) The iPod
3) Google

The future?
The three examples above illustrated the the pitfall for Microsoft in the coming years. Apple as well as Google now have the better products and the better sales techniques.
The answer from microsoft came with mediocre products: the online musicstore, windows vista, virtual earth. Those are all "me too" products, with none of the above does Microsoft claim the "First Movers Advantage".
The position of Microsoft in the market will be attacked from different angles, and the only solution for Microsoft is rethinking their main goals and live up to those goals. They are still in a very comfortable position, the huge marketshare, the resources, ... It's just a matter of focus. Apple focussed on being creative, Google focussed on www-search and related services.
What's the focus of Microsoft?

Computers and Internet
windows vista

The Power of ... branding

2005-07-26T04:33:00.000-07:00

I am one of those people who are easily affected by brand image marketing. Not just because I am interested in everything that is marketing related, but because I am very receptive for that kind of advertising.

A lot of the recent brand image campaigns were focused on the involvement of the prospect with the product. Or do you think it is a coincidence that a lot (maybe already too many) brands offer client involvement in their advertising?
The "design your own shoe" campaign that converse launched earlier this year is the perfect example of prospect involvement in brand marketing.
Customizing products isn't only necessary to offer sollutions to the different needs of different people, but it is also a way for your brand to have an emotional value for the prospect: they get involved. Making a product more suitable for personal needs will create a deeper relationship with the customer.

Now take a look at the BusinessWeek 100 best brands list: Do you think it is a coincidence, that so many luxury brands are in that top 100? I don't think so, these brands target a very specific group of people. So they automatically create a relationship, so do the people who buy the brands with each other. Luxury brands affect the human mind the most. So called "me too" behavior. (Aren't we all human)

Branding, branding, branding
Business
Marketing

Why I don't believe in videoblogs!

2005-07-25T11:47:00.000-07:00

The marketing idea and force behind the blog-companies is amazing. They are the first to see the blogging community exploding. That is why they are competing each other for more advanced forms of blogging. One of those new methods is video-blogging.

Definition from Wikipedia:

A vlog is a weblog which uses video as its primary presentation format. It is primarily a medium for distributing video content. Vlog posts are usually accompanied by text, image, and additional meta data to provide a context or overview for the video. Vlogs or videoblogs are created by vloggers or videobloggers, while the act itself is referred to as vlogging or videoblogging.

Why I don't believe in video-blogging:

One of the greatest features from the internet is the passive way of interaction. A lot of people find confidence in writing about what they know behind their computers, but will never stand up in public.
Blogs are a perfect way for less assertive people to express themselves and to create value to their communication skills.
Blogs are made for that kid in the class who is afraid to raise his fingers to answer the question! For people who are not confident, so they can become more confident in every day life.

Keep on blogging!
vlog

Lance Armstrong: "Vive le tour, forever" Part #2

2005-07-25T05:04:00.000-07:00

I was wondering if posting the first part of my post was necessary for my blog, as I try to talk about different ideas. I think that talking about Lance his accomplishments gives great ideas to all people who are inspired by the things Lance does.
Hope you can find something for yourself, an idea, respect or whatever you find necessary

Technorati Tag: lance armstrong

Lance Armstrong: "Vive le tour, forever"

2005-07-24T14:16:00.000-07:00

Today was a historic day in cycling and in life. The fact that Lance Armstrong beat cancer is the single most inspiring story I ever heard. Raising three beautiful children under his watch is the reality for the future, and will remind him of his past for the years to come.

For seven years, Lance faced the hardest sports competition in the world with great respect, and today the Tour gave him back the respect he deserved. I can't begin to describe how this man thinks, eats, sleeps or rides, but whatever he did and will do, he did it as a winner. A great champion in sports, and in life.

People like Lance give ordinary people -like myself- an extra dimension, a dimension that a lot of us need in order to accomplish our own goals! In sports, in life or in business we set goals, that we hope to achieve. We try to differ ourselves from the others by doing it better, by winning!
Lance Armstrong did that in his own way, his way of expression gratitude to his second life! Le Tour de France was his way of saying thanks to all the people that surrounded him during his illness, and to life itself!

Congrats Mr Lance.
Respect, from a humble person looking up to the sky!

Links on lance:
Wearyellow
Livestrong
Nike 10//2
ThePaceLine

lance armstrong

Every business is a marketing business

2005-07-23T04:43:00.000-07:00

There is no exception to this rule!
It must be said that the necessary level of marketing strategy is different for every business, but it is certain that it adds value to every business.
There are a lot of different marketing strategies a company can implement, according to their personal needs.

For example: After a merge of two nationwide banks, the new company has to re-market its services on several levels. They can't afford losing their long-lasting customers, and they have to develop a new corporate identity. That is why a lot of the advertising campaigns are focussed on that new corporate identity through mass media channels, and the personal touch through direct mail/marketing.

Mens sana, in corpore sano

2005-07-22T09:50:00.000-07:00

Fact: People tend to think more creative when their mind is resting.
That is why a lot of the best ideas happen over night!

Fact: The mind is healthier and more able to think creative and straight forward if the body is in a sound physical condition

That is why I believe that one (sometimes underestimated) element of being a creative marketing manager (or any other function work or personal related, where some form of creativity is required) is sports.

Everybody has to think for himself what kind of excercice will help to improve their creative mind. Some individuals may find that in walking or playing golf, while others will go to the gym, or do other endurance sports.

I am writing this today, because I used to underestimate the power of sports. But everytime I come back from a work-out I can do more!

Good Luck

Start by calculating your BMI (Body Mass Index):

iPod's Product LifeCycle

2005-07-21T05:07:00.000-07:00

Steve has done a top job with the iPod, no doubt about that. But it is necessary to look beyond the marketing strategies, and the very effective sales techniques.

How long will it last?
Every product has its expiration date, so has the iPod. Today more and more people are looking for an integrated solution for their booming multimedia needs. The iPod only covers a part of those needs.

The bright people at Apple are probably working their magic for the future of the iPod. Short term answers for the current market trends are answered by the iPod Shuffle, and some of the more structural changes are already happening with the iPod Photo.

Personally, I think Apple has a build a strong niche. The future looks bright, because Apple is a very dynamic and flexible company, with good solid products. In a world where globalization will effect more people then ever before in there personal as well as professional life, flexiblility is a necessary component for every modern company

The internet has everything

2005-07-09T15:57:00.000-07:00

Unbelievable, but in a short period of time, the internet has boosted every possible market!
I found a site where they offer free site content. So, some people just write articles, submit them and wait for them to be listed on the site.
This is the perfect example of the capabilities of the internet. If you can dream it, it's already on the internet, or it will be very soon!!

ArticleCity.com

Time management & Managing Expectations

2005-07-07T17:39:00.000-07:00

Both time management and managing expectations are well know, and (maybe over-used) management terms! But the truth lies in the simple application of thoe principles.

What is time management?
It is simply using your own time to the maximum of your abilities, take in count the limitation of time! That just means, you have to make a plan what you want to do with your time, and prioritize.

What is managing expectations?
The art of aiming for the right goals. It is not up to other people to judge your own expectations. However in a work-relationship, this is an important approach (HRM all the way!). It is a fact that people are more motivated to something they want to achieve, than something they can achieve.

The best of two worlds...
Combining the strenghts of both time management & managing expectations gives you the big advantage that you have a more realistic view, integrated with enough challenges, to give you a more joyfull experience in work and through life.

The meaning of blogging

2005-07-06T17:14:00.000-07:00

I am just home from a casual meeting with my best friend. First of all, I have to tell you that he is a well accomplished business man, and that he has great ideas (that is the main title of this blog, isn't it?)!

According to him the main objective of my blog is to express myself, involving other people. He encouraged me to start this blog, because I was always telling him about my (sometimes strange) ideas.
Another advantage, is that a lot of other people can give their opinion to what you are saying. That kind of critical feedback is necessary to insure the future of a good mind.

So, this makes me even more passionate about what I do for a living, and in this blog

Thank you

Belgian beer: Vedett

2005-07-05T15:01:00.000-07:00

Duvel is a strong Belgian beer that is known all over the world. It is starting to have a reputation. So the folks at Duvel are bringing us a new beer: Vedett. The beer is a "pils", so it is much lighter dan its older brother Duvel.

What are the most important features of Vedett, marketing-wise:
- It is the same bottle as the Duvel bottle, although it is in green (not brown)
- They found an excellent way to involve the new customers, by personalizing every bottle. People can send in their picture through the website.
- The marketing towards the bars and restaurants where Vedett is sold is very smart. The beer is presented at the counter on a special designed wooden stand, to complete the market-entry!

Good stuff..
http://www.vedett.com

The first words

2005-07-03T15:01:00.000-07:00

With this first post, I would like to start making this blog a place for creativity and good firm ideas. As some of the ideas posted here, may look weird the first time you read them, other posts may be very useful.

You can read about me in the "about me" section.

So for now..

Welcome