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: How to make Italian Meatball Sliders I have been on a meatball kick lately. Meatballs are one of my new favorite type of foods. First finely dice the onion and garlic.

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Verdiende aandacht is een gevolg van gedrag. Hierbij geldt: Wie goed doet, goed ontmoet.

[Door Klaas Weima]


Bijna elke maand ontstaat wel weer een nieuw kanaal met een unieke belofte. Met het uitdijende marketingspeelveld wordt communicatie complexer. De digitalisering van media zorgt voor een verdere fragmentatie van de marketingboodschap. Meer prikkels zorgt ervoor dat mensen selectiever zijn en aandacht schaarser wordt. Hoe kun je als merk aandacht verdienen?

Verdiende aandacht is een gevolg van gedrag. Hierbij geldt het spreekwoord “Wie goed doet, goed ontmoet”. Als merken structureel betrokken zijn en eerst geven zonder daar direct iets voor terug te verwachten, dan neemt de likeability vroeger of later toe. Mensen relateren zich eerder met en praten meer over merken die zich persoonlijk en menselijk opstellen. KLM en Coolblue zijn daarvan de aansprekende voorbeelden. Maar hoe hebben zij dat gedaan? En vooral: hoe kom je zelf tot een verdiende aandacht-strategie?

Hiervoor ontwikkelde ik op basis van mijn gesprekken met vijftig ‘visionairs’ een praktische Reisplanner. Hierbij een samenvatting van de zes stappen die merken kunnen helpen in hun reis naar verdiende aandacht.

Vorm je persona’s
Veel marketeers maken al gebruik van persona’s om zich meer te verdiepen in hun klanten. Maar een merkpersona is minder gebruikelijk. Een brand persona helpt om de gedragseigenschappen van het merk te beschrijven. En het merk niet als instituut, maar als mens te omschrijven. Wat zijn de hobby’s van het merk? Wie zijn haar vrienden en vijanden? Waar ligt het merk ’s nachts wakker van? De Empathy Map van het bedrijf Xplane is een handig instrument om tot een goede persona te komen. Het resultaat is veel aansprekender dan de gemiddelde Brand Bible.

Definieer je doel
Wat wil je concreet met je casino verdiende aandacht-strategie bereiken? game download for mobile free Hierbij is focus belangrijk. Vaak zie ik in briefings soms wel acht doelstellingen terugkomen. Uiteindelijk zijn alle marcom-doelstellingen in te delen in vier kwadranten: merkbekenheid (1), merkvoorkeur (2), verkoop (3) en loyaliteit (4). Bij het maken van keuzes, is de ‘waarom?’-vraag een uitkomst. Als je denkt dat je de belangrijkste doelstelling hebt gevonden, laat dan een collega drie keer ‘waarom? vragen. Dit help om de vraag-achter-de-vraag te vinden.

Ontdek je methode
Er bestaat geen gouden formule om aandacht te verdienen. Er zijn meerdere methodes inzetbaar en combinaties mogelijk. De belangrijkste zijn storytelling, beleving, sociale invloed, betekenis en co-creatie. In de strategieformulering naar verdiende aandacht gaat het om een slimme inzet van methodes, zolang deze bij de waarden en het DNA van het merk past – wat je kunt toetsen aan de merkpersona. Nog belangrijker: zorg dat beloftes worden bewezen in de vorm van concreet gedrag en acties.

Volg de conversatie etiquette
De brandstof voor verdiende aandacht bestaat uit content en conversaties. Content is hot. Opmerkelijk, want goede communicatie gaat altijd al hand-in-hand met goede content (lees inhoud). Een goede commercial of printuiting is toch ook goede content? Wat digitale content met name nu interessant maakt is dat het makkelijk via diverse social-tools kan worden gedeeld, waardoor het verdiend bereik toeneemt. Goede content zorgt voor positieve conversaties. Slechte content doet het tegenovergestelde. Goede content is authentiek, creatief en sociaal. Slechte content is onecht, ongeloofwaardig en niet origineel.

Kies een optimale media-mix
Pas in de vijfde stap is het tijd om na te denken over de middelen- en kanaalkeuze. Welke betaalde kanalen zijn beschikbaar om mijn boodschap aan te jagen? Welke sociale kanalen zet ik in? Vergeet hierbij de eigen kanalen niet (website, mail, verpakking, winkel, DM, etc.). De kunst is om tot een evenwichtige verdeling te komen. Hybride communicatie dus

Evalueer en optimaliseer
Het grote voordeel van digitale communicatie is dat resultaten real-time meetbaar zijn. Tegenwoordig zijn vele geïntegreerde tools beschikbaar om de effectiviteit van je strategie te bepalen én bij te sturen. Bijvoorbeeld: Gecko Boards en Klipfolio. Vaak wordt vergeten om de strategie bij te sturen op basis van real-time data. Reserveer hier wel budget voor. In de praktijk zie ik dat een reservering van 10% van het realisatiebudget vaak voldoende is om de campagneresultaten te verdubbelen.

Dit artikel is geschreven door Klaas Weima, oprichter en managing director van Energize. Op 3 juni 2014 verzorgt hij tijdens de MarCom Academy een masterclass over verdiende aandacht.

Aanmelden kan hier

De reisplanner en het bijbehorende werkblad zijn gratis te downloaden.

(beeld: Tom Fishburne, Marketoonist. Artikel geplaats op:


  • blog_image_philip_kotler
Marketingprofessor Philip Kolter behoeft eigenlijk geen introductie. Met zijn standaarwerk “Marketing Management” en talloze andere boeken leverde hij een belangrijke bijdrage aan de marketingwetenschap. In zijn laatste boek “Marketing 3.0″ beschrijft Kolter dat mensen eerder kiezen voor merken die een diepere (spirituele) behoeften bevredigen. Kotler geeft zijn visie op deze nieuwe fase van marketing in een openhartig interview.

Door: Berber Hoekstra en Klaas Weima

U heeft uw leven gewijd aan marketing. Wat maakt marketing zo bijzonder?

“Marketing fascineert me. Het verandert iedere dag. Je kunt er nooit mee stoppen, als je dat wel doet dan kun je erop wachten dat de concurrent er met jouw business vandoor gaat. Ik ben opgeleid als econoom en op een dag kreeg ik het goede advies van de decaan aan de Northwest University om les te geven in marketing in plaats van economie. Marketing is volop in ontwikkeling, terwijl economische wetten al decennialang hetzelde zijn.” 

U blijft toch vooral bekend voor het populariseren van de vier P’s. Zijn deze niet allang achterhaald?

“De 4 P’s kun je zien als een soort archiefkast die brand managers nog steeds gebruiken. Je moet iets kunnen zeggen over het product, welke features belangrijk zijn, hoeveel het kost, waar het verkrijgbaar is en hoe je het product gaat promoten. Toch vragen veel mensen me of er nog meer P’s zijn. Bijvoorbeeld de P van Planet of de P van Packaging. Uiteindelijk is het aan de brand manager zelf om dit te beslissen. De huidige vier P’s zijn eigenlijk het kader dat dient als startpunt voor het ontwikkelen van een marketingstrategie. Ze gaan dus ook op voor de inzet van digitale marketing, denk bijvoorbeeld aan promotionele activiteiten via sociale media.”  Read more →

  • blog_image_dan_ariely
Een leugentje om bestwil. We doen het allemaal wel eens. Dan Ariely vertelt waarom. De afgelopen jaren heeft hij onderzoek gedaan naar het irrationele gedrag van de mens. Over keuzes die we onbewust maken. Hij is op zoek gegaan naar de ‘’waarheid’’ achter oneerlijkheid. Met de publicatie van zijn nieuwste boek Heerlijk Oneerlijk laat Ariely zien dat we allemaal liegen en vooral tegen onszelf. Wat maakt misleiden zo interessant? En hoe beïnvloedt het reclame?

Door: Klaas Weima en Eva Roos

Waarom ben je altijd zo geïntegreerd geweest in gedragseconomie?

‘’Mijn interesse gaat vooral uit naar irrationeel gedrag. Ik begon mijn onderzoekcarrière toen ik voor enige tijd in het ziekenhuis lag met zware brandwonden. Gedurende mijn tijd daar observeerde ik alles om mij heen. Na mijn ontslag uit het ziekenhuis begon ik een onderzoek naar de aanleiding van mijn bevindingen. Zo kwam ik erachter dat de behandelmethoden van mijn brandwonden niet de juiste waren. Terwijl de verpleegkundigen dachten dat ze elke dag het best mogelijke voor mij deden. Dit is slechts een klein voorbeeld waarin we de realiteit niet altijd correct zien. We denken dat we dingen op de juiste manier benaderen maar we doen precies het tegenovergestelde. De rol van de sociale wetenschap hierin is om ons te vertellen hoe we de wereld anders zouden kunnen bekijken. Hoe we de problemen kunnen oplossen. Het irrationele gedrag van de mens is iets wat we moeten proberen te begrijpen en te doorgronden.’’

Read more →