yo rs

re te
u’
fo ke
be ar
ne 0 m
go 00
ve 5,
ha er 1
v
‘O

Power Seminar
Marketing 2.0

co-creation | cross media marketing communication |

web 2.0 | buzz marketing | twitter | ‘mash-ups’ | the ‘you’
economy | viral marketing | event-driven marketing |
content syndication | podcasting | search | personalisa-
tion | branding 2.0 | cross media planning | mobile mar-
keting | behavioural targeting | advergaming | social
media | weblogs | wikis | multichannel marketing |
accountability | marketing intelligence | customer life-
time cycle | marketing innovation | target group segmen-
tation | customer insights | word of mouth | web pres-
ence | www-mix | distribution 2.0 | cross media objectives
| loyalty | connectivity | vodcasting |dialogue marketing |
widgets | social intelligence

Speaker/ inspirer:
Richard van Hooijdonk
Director of MarketingMonday

Former marketing director and author of

the book Towards Marketing 2.0, speaker
at numerous national and international
conferences. Lecturer at the Erasmus/
SRM College of Brand Marketing and guest
lecturer at Nyenrode Business Universiteit.

www.marketingmonday.nl/powerseminar

Prompted by technological and social developments,
marketing is on the threshold of massive change. New
concepts, techniques, themes and strategies such as
co-creation, cross medial marketing communication,
web 2.0, weblogs, Twitter, viral marketing, event-driven
marketing, content syndication, podcasting, search,
personalisation, mobile marketing, advergaming, web
presence, www-mix, loyalty, dialogue marketing and
social intelligence are being introduced. Consumers
are already fully engaged with these new forms of
marketing. Are you prepared for all of these changes?
The evolving consumer is more assertive and places new de-
mands on brands, products, marketing communication, distri-
bution and sales. Loyalty and branding content is different, and
action marketing changes. In addition, new marketing is dy-
namic and features a combination of old and new media, and
delivers a higher marketing yield, too. Consumers are already
fully involved with the new marketing economy. They are ready
for it! Are you?
What will you gain from the seminar?
During the 2+ hour session, all of the latest developments will
be presented using easy to understand language and in logical
order. You will be given models and methods for understanding
new marketing. The inspiration seminar is an eye-opener. You
will be given examples, cases and results that you never would
Are you
ready?
have expected. You will also receive concrete tips and advice
that will enable you stay current on your own, and you will
receive hands-on information on how you can supply your or-
ganisation with the latest know-how and skills. Plus, we offer
you a 100% inspiration guarantee; that is, we guarantee that
you will leave the session feeling inspired!
Who is presenting the seminar?
The power seminar will be led by interna-
tional inspirer, speaker and host Richard
van Hooijdonk. He has worked as the
marketing director for various companies, introduced numerous
marketing innovations and striking campaigns, and is a widely
published author of books and articles. Van Hooijdonk is also
affiliated with the Erasmus/SRM College of Brand Marketing and
is a guest lecturer at Nyenrode Business University. Over 15,000
people have attended his seminars in the Netherlands, Europe
and the USA.
Who is the power seminar for?
The power seminar is for marketing managers, product manag-
ers and commercial management team members. This power
seminar is also inspiring for general marketing associates. Com-
munication employees in government, health care and non-
profit organisations will also profit from the power seminar. You
have the option of taking the day seminar, too. All of the key top-
ics will be covered during the session, and then you will get to
work. You will be given assignments that will be presented and
evaluated. This way, theory is immediately put into practice.
 The New Marketing Cycle©
Objectives 2.0
Objectives are the foundation of ambition. Are you formulating specific objectives for brand
value, maintenance or for up selling, cross selling and deep selling? Or for each communi-
cation tool, communication flow (cross media), product or product group? For online traf-
fic, click and request behaviour, mobile response or viral effects? Effectively specified ob-
jectives ensure good monitoring and considerably better marketing results.
Target Groups 2.0
Have you figured out which target groups are potentially relevant? Do you have the right
customer insights on the basis of which you may be able to address new target groups or
serve existing groups far more effectively? Customers and prospects are more open to an
intelligent target group approach than ever before.
customer
Product Development 2.0 focus as a
Products and services that meet a specific need are successful. Are you using the right priority
customer insights to develop target group products that really stand out? Are you applying
co-creation to involve your customers in the development of products and services that
they will purchase from you in the future? Do you have the courage to hand over a certain
amount of control in exchange for distinctive products, services and propositions that re-
ally stand out?
Branding 2.0 Life-Time-
Consumers are more assertive, fickle and less loyal. Is your brand distinctive, does it inspire
Cycle
trust, and does it have the advantage of status and appreciation? Is your brand ready for
“
the new consumer who demands accessibility, transparency, multi channelling, cross me-
dia and the dialogue with your brand as a prerequisite for doing business with you?
Social Branding
Social Branding increases involvement on the part of customers and business associates.
We need to ‘coax’ this involvement by actively and interactively involving the customer in
relevant issues. This enables customers to participate, create, distribute or even proselyti-
ze. In order to achieve this we introduce social media, which allows customers to share,
appreciate and create. We use internal and external social media to do so, incorporating
them into our cross media communication mix. In the years ahead Social Marketing will
become the marketer’s most powerful tool: it is cheaper, faster and more effective.
2.0 Cross Media Communication
”
In the quest for products and services cross media communication delivers the best re-
sults. Are your marketers equipped to make the right combinations of offline and online
marketing and competently oversee them? Is there sufficient knowledge about the con-
tent, effect and structure of cross media campaigns? Over 60% of all marketing activities
concerning maintenance and cross selling, up selling and deep selling can be automated so
that your customers and prospects receive their own individual campaign based on behavi-
oural triggers. Have you already gotten acquainted with event-driven techniques and disco-
vered how easy results can be improved quickly?
Web Presence 2.0
More and more consumers are being directed to your website by cross media campaigns. Is
your online presence suitably personal, functional and decisive? Are you able to convert
visitors by using mini sites, weblog concepts and applications online? And are you also able
to profile visitors who do not do take any action in order to be able to work on them later?
Has the content on your site been personalized? Have you already thought about web 2.0
applications as a part of your online presentation?
Multichannel 2.0
customer Consumers use different channels (Internet, telephone, print and personal) during the va-
value rious phases of the sales process. Is the design and output of the channels adapted to your
customers’ wishes? Is the relationship between the profits and costs of the various chan-
nels healthy? Have you put any thought into channel innovation as a way to lower the costs
distribution and boost profits?
as a key
driver
Technological Distribution 2.0
Consumers decide where they buy their products. This includes dealers, directly and other
developments will change
distribution partners. Consumers like to buy products based on a good relationship with the
the face of marketing over
‘sender.’ As such, distribution partners offer powerful opportunities for working together
the coming years. and in some cases have more loyal ties with the end user. You can take advantage of these
Marketing 1.0 is making way ties. Fast action is required! Right now dozens of long-term agreements are being made
for marketing 2.0, and this between powerful distribution partners and companies in various sectors.
has implications for
commercial strategy. new high-
potential
customers Marketing Intelligence 2.0
Solid knowledge about competition, customer need, customer value, lifetime cycle, pros-
pects and detailed marketing results is crucial. Are you using this knowledge to develop
analyses and scenarios that give you better results? Such as new likely target groups, lower
Technology sales costs, higher conversion and/or more efficient marketing communication.
is changing
media
Marketing IT
Marketing technologizes. This means that we need new technology in order to facilitate new
marketing. Examples include web 2.0 applications, content management, campaign ma-
nagement systems, intelligent CRM and good solutions for marketing intelligence. It requi-
res sophisticated knowledge and close cooperation between marketing & IT.
Sales 2.0
Nearly 75% of consumers say that they prefer to do business with companies that offer self
service. They want to take care of business and deal with transactions on their own, without
interruption, on and off line. Have you adapted the self service level of your service to your
target group’s wishes? Which forms of self service contribute to the commercial strategy?
Organisation and culture
A new approach to marketing requires a change in thinking and working. To this end, Marke-
tingMonday developed a special method, which so far has been applied successfully many
times in organizations of all sizes. The method relies on inspiration, motivation, knowledge,
skills and safeguarding within your organization.
 References
“Richard is one of the most driven marketers I have met in the past
25 years. He has tremendous energy, which he knows how to con-
vey to others. He is original and creative when it comes to finding
solutions.”
Max Kohstamm, Publicist and Management, SRM
“Very keen and very energetic. With a good vision and capacity to
produce complex marketing concepts in a logical manner. He is
ahead of the marketing game.”
Maarten Smit, SNS Group
“An outstanding presentation that was captivating from start to fin-
ish. I was on the edge of my seat! It was about time!”
Marcel Glaser, General Manager, Golden Tulip Hotels
“After the session at KPN Richard successfully inspired people to
take action. The entire group is 1000% inspired and everyone has
contributed plenty of new knowledge and ideas, a number of which
are already in the implementation phase.”
Marie-Jose van Den Boomgaard, Marketing Manager, KPN Hi
“It is rare to attend a session during which concrete business objec-
tives and old and new marketing are so clearly connected.”
Hedwig Wassing, Director, Euro Relais
“I regularly attend presentations for my work. Richard’s was truly eye-
opening and one of the best that I have been to this year. Thank you!”
Ron Grevink, Marketing Director, RES software
“Good session. Lots of drive, energy, knowledge and flair.”
Robert-Frank Goorhuis, coach
“With his drive, enthusiasm and out of the box way of thinking and
doing things he gets entire rooms filled with marketers on their
feet! Richard inspired me to continue to develop in our brilliant line
of work and I am extremely grateful to him for it.”
Emy Piers, Head of Project Management, Customer Care Center
“It sure was a power session! Too bad that Richard had to stop
after an hour and a half. He could have kept going for hours, if you
ask me.”
Herman Bos, Strategic Director, Cegelec
“If ‘generating enthusiasm’ is the 2.0 buzzword, then the Market-
ingMonday speakers certainly personify it. Most of all they think
big, wide and beyond the issues of the day. Enjoy the ride!”
Job Koopman, Strategy Director
“With Marketing 2.0 Richard shows a new trend in thinking for
marketing.”
Marc Ruys, Unive
“Richard was one of the pioneers of the OHRA innovation, which
had far-reaching consequences in terms of strategy, marketing and
corporate culture. He is an innovative marketer who pairs an un-
precedented drive with fresh ideas. His forte: results and action!”
Ronald Sterk, Journalist
“Sometimes you meet people who are able to inspire. Richard is
one of those rare people who can instantly inspire you during train-
ings, workshops or seminars. Meeting Richard in a seminar is al-
ways good for generating brainwaves and new ideas. And if you
want to know something about Marketing 2.0, he is definitely the
guy to talk to.”
Lilian Heijmans, Marketing Director, TBWA
“I really clicked with Richard. I could relate to his passion for the
business. Richard’s strength is his ability to think strategically
while at the same time he is always aware of the potential conse-
quences of change. Plus, he is fully up to date on the latest inter-
active developments and application possibilities. I call him an
Enterprise 2.0 expert.”
Werner Duimel, Online Director, UPC
“Richard is enthusiastic and really gets his message across in his
presentations. After an hour of being on the receiving end of this
energy you are pumped to go back to the office with a lot of new
ideas and energy.”
Claire Van Campen, Manager, Eden Hotel Group
“MarketingMonday is a very inspirational company. During the
presentation they were very enthusiastic and you could see that
they have a passion for their business. They have the ability to de-
liver a message. Put them on a stage and they will grab the crowd.
Get in touch with MarketingMonday and you’ll experience this too.”
Liesbeth Janssen, Standaard Uitgeverij, Belgium “In their Market-
ing 2.0 presentation MarketingMonday provides a good summary
of current marketing trends and explains the best way to respond to
the various changes from both a disciplinary and a business point
of view, and the effect on organisations. Very inspiring, and plenty of
food for thought.”
Robert Gijsbers, Director, Albert Heijn
In brief Here are just a few of the companies
that have gone before you:

• Valuable Marketing 2.0 update.

• Latest developments, concepts,
themes, media tools and techniques.
• New inspiration for marketing, product
and sales managers, marketing employees
and of course your management.
• Also available as a day seminar.
• Also available as a master class
and yearly programme.
• Experienced marketer and inspirer • Microsoft • Dutch Retail Masters
Richard van Hooijdonk. • Dutch Ministry • University
• Visit www.vanhooijdonk.com for of Health of Groningen
• European • Disneyland
videos, articles and recent updates
Commission • SRM
• Randstad • Nyenrode
• Dolfinarium • NIMA
• Euroforum • Province of
• Delta Lloyd Gelderland
• NVGA • EMERCE
• 3M • Adformatie
• RAI • NH Hotels

Richard van Hooijdonk

In just two hours participants To get in touch with MarketingMonday, dial:

receive a thorough update filled +31(0)20 6541941.
with plenty of interesting and Or reach Richard Van Hooijdonk directly:
recognizable examples. It is an +31(0)6 41330000.
interesting session filled with
inspiration and new knowledge!

For more information about the

power seminar, please visit:
www.marketingmonday.nl
Evert van Beekstraat 310 1118 CX Schiphol-Centrum T +31(0)20 6541941
F +31(0)84 7163822 E info@marketingmonday.nl www.marketingmonday.nl