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On to Marketing 2.0 Masterclass

Unique 12-Hour Power Masterclass, including 2.0 lunch and 2.0 dinner. Achieve better marketing results through the use of the ‘Marketing 2.0 method’. Discover ‘The New Marketing Cycle’.

customer insights | product propositions | co-creation | brand experience | cross media | social media | web 2.0 | marketing intelligence | event-driven marketing | accountability | marketing IT

Course initiator: Richard van Hooijdonk Director, MarketingMonday
Former marketing director and author of the book ‘On to Marketing 2.0’, speaker at many national and international conferences. He is also a lecturer at SRM/Erasmus and a guest lecturer at Nyenrode Business University.


Technology and social changes are creating new requirements: Consumer 2.0 In 12 hours, you will learn how to integrate all the new developments within your existing or new strategy

propositions will need to fit in far better with customer insights and will be developed in co-creation with customers, prospects and fans.

Marketing and communication are changing drastically! Consumer behaviour is changing as a result of new technological developments. This has far-reaching consequences for the (commercial) strategy of companies, brands, organisations and institutions. The changing consumers and citizens are more assertive, imposing new requirements on brands, products, marketing communication, distribution and sales. Loyalty and branding are being given new meaning and action-based marketing is changing too. New marketing is also dynamic, features a combination of old and new media and produces better returns. During the 12-hour programme, we will inspire and teach you how to integrate all the new developments into your existing strategy. We present numerous case studies, examples and step-by-step plans, so that you can then take your own first steps towards a successful marketing 2.0 approach. During the Masterclass, you will also put theory into practice yourself under the guidance of Marketing 2.0 specialists. Our approach is therefore ‘hear it’ as well as ‘do it’. The consumers are ready. Are you?

3. Brands are being given a branding make-over and are becoming ‘personal brands’. Social Branding is crucial. Brands must be honest, transparent and low-threshold and work together with customers, prospects, fans and ambassadors. Companies, brands, organisations and institutions can thus establish a valuable ‘connection’, a fertile breeding ground for current and future results. Finally, the consumer takes centre stage once again. 4. New technical possibilities are leading to new media behaviour. Consumers and citizens have become adept at using cross media and are using social media to display, communicate, evaluate and distribute. A good cross and social media strategy is therefore very important. 5. The website is the most important landing point for companies, institutions and organisations. It is here that consumers gain their first impressions and are able to interact. Web presence 2.0 has sticking power and gives customers, prospects, fans and ambassadors a reason to come (back) and to stick around.

Marketing 2.0 is creating major changes. The most important are as follows:
1. The ‘new consumer’ can no longer be placed in a standard ‘pigeonhole’. We are developing new segmentation criteria and new customer insights which help to determine aspects such as product development, brands, cross media and web presence. 2. The new consumer wants to be significant. He wants to think along, create, help decide and distribute. New services, products and

• How do I connect with Consumer 2.0? • Which customer insights can I use to conquer the market? • How do I develop better products and propositions? • How do I make customers, prospects and fans loyal to my brand? • How do I apply cross media and social media? • What is web presence 2.0 like? • How do I organise Marketing 2.0?

6. We want knowledge. Knowledge about markets, customers, prospects and ambassadors. We want to know who they are, what they want, who their friends are and how they wish to cooperate with our brand, product, institution or organisation. Marketing intelligence is therefore crucial. 7. In order to use marketing 2.0 effectively, we need specific techniques. We need to be able to know, recognise and use these techniques. 8. Marketing 2.0 requires a new way of thinking, a new culture and new behaviour, where we start small and end big. Inspiration is the starting point of change, the way to safeguard the new way of thinking within the existing strategy and an important final piece in the puzzle. 13.00 - 14.30 • Cost € 895 • Including teaching material, 2.0 lunch, 2.0 dinner and 2.0 social • Free marketing 2.0 trend newsletter for 1 year • Free marketing 2.0 helpdesk for 3 months 15.30 - 16.00 14.30 - 15.30 Product propositions 2.0 explained and elaboration of case study Break Cross and social media 2.0 explained and elaboration of case study 17.00 - 18.00 Web presence 2.0 and elaboration of case study 18.00 - 19.00 19.00 - 19.45 Dinner 2.0 Q&A session further to the case studies 19.45 - 21.00 Team presentations, assessment and Marketing 2.0 Team Award 21.00 - 22.00 Marketing 2.0 social Objectives/target groups 2.0 explained and elaboration of case study 12.00 - 13,00 Lunch 11.30 - 12.00 Case studies explained 09.30 - 11.30 Inspirational session ‘On to Marketing 2.0’ 09.00 - 09.30 Explanation of the day's programme and introductions

The programme

Just 10 steps and 12 hours to the new marketing economy
The ‘On to Marketing 2.0’ Masterclass gives you the inspiration, knowledge and skills you need to make the transition to the new marketing economy. With the ‘New Marketing Cycle’ in hand, the participants will spend 12 hours discovering the 10 important steps to a completely new strategy. 1. Which objectives suit the new marketing economy? 2. Which target and sub-target groups will help me meet my objectives? 3. How do I gain customer insights and what can I use them for? 4. How do I develop a product proposition that stands out? 5. From branding to an experience. How can social branding act as an extension of my regular branding? 6. How do I develop a cross and social media communication strategy? 7. How can I enter into a worthwhile customer dialogue between the database, the web, the email inbox, the mailbox and the customer? 8. What does website 2.0 look like? What type of content and tools do I use to ensure sticking power and conversion? 9. Which marketing IT techniques do I need? 10. How do I organise Marketing 2.0?

16.00 - 17.00

Unique method
The content and methods laid out in this masterclass are used in real life by organisations such as Walibi, Dolfinarium, Oracle, Randstad, OHRA, Oudstanding and the Nederlands Uitburo. The success of this method is therefore tried and tested. The Masterclass pays a great deal of attention to the practical side of Marketing 2.0.

The New Marketing Cycle©
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 online by using minisites, weblog concepts and applications? And are you also able to profile visitors who do not take any action in order to work on them later? Has the content on your site been personalised? Have you already thought about web 2.0 applications as a part of your online presentation?

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 communication tool, communication flow (cross media), product or product group? For online traffic, click and request behaviour, mobile response or viral effects? Effectively specified objectives ensure good monitoring and considerably better marketing results.

Target groups 2.0 Multichannel 2.0

Have you figured out which target groups are potentially relevant? Do you have the right customer insights to perhaps allow you 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.

Consumers use different channels (Internet, telephone, print and personal) during the various 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 channels healthy? Have you thought about channel innovation as a way to lower the costs and boost profits?

Product Development 2.0
Technological developments mean that marketing will change drastically in the coming years. Marketing 1.0 will give way to Marketing 2.0, with consequences for the commercial strategy. NEW PROMISINg CUSTOMERS

Products and services that meet a specific need are successful. Are you using the right 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 really stand out?

CUsToMer foCUs PrioriTy DisTribUTioN iMPorTANT MoTivATioN

Distribution 2.0
Consumers decide where they buy their products. They may buy from dealers, directly or from other distribution partners. Consumers like to buy products based on a good relationship with the ‘sender’. As such, distribution partners offer powerful opportunities for working together and in some cases have more loyal ties with the end user. you can take advantage of these ties. Fast action is required! Right now dozens of long-term agreements are being made between powerful distribution partners and companies in various sectors.

Branding 2.0


Marketing Intelligence 2.0
Solid knowledge about the competition, customer needs, customer value, lifetime cycle, prospects and detailed marketing results is crucial. Are you using this knowledge to develop analyses and scenarios that give you better results? Here, one could mention new and promising target groups, lower sales costs, higher conversion or more efficient marketing communication.

Consumers are more assertive, fickle and less loyal. Is your brand distinctive, does it inspire 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 media and the dialogue with your brand as a prerequisite for doing business with you?

TeCHNology is CHANgiNg MeDiA

Social Branding 2.0

Marketing IT 2.0
Marketing technologises. This means that we need new technology in order to facilitate new marketing. Examples include web 2.0 applications, content management, campaign management systems, intelligent CRM and good solutions for marketing intelligence. It requires sophisticated knowledge and close cooperation between marketing & IT.

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 evangelise. 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.

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?

Cross Media Communication 2.0

Organisation and culture
A new approach to marketing requires a change in thinking and working. To this end, MarketingMonday has developed a special method, which so far has been applied successfully many times in organisations of all sizes. The method relies on inspiration, transfer of knowledge, skills and safeguarding within your organisation.

In the quest for products and services, cross media communication delivers the best results. Are your marketers equipped to make the right combinations of offline and online marketing and competently oversee them? Is there sufficient knowledge about the content, 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 behavioural triggers. Have you already become acquainted with event-driven techniques and discovered how easily results can be improved quickly?

What will you gain during the inspirational seminar?
• Insights into the core process of the commercial strategy 2.0 • Insights into new 2.0 developments • Skills to apply marketing 2.0 in practice • Knowledge about our special team method “MarketingMonday has really succeeded in getting people to take action.” The whole group is 1000% inspired and has gained a lot of new knowledge and ideas, some of which are already being implemented.” Marie-Jose van Den Boomgaard, marketing manager, KPN/Hi

Who is the programme aimed at?
This Masterclass is aimed at marketing managers, product managers and company commercial managers. This Masterclass also offers many opportunities for the marketing and communication staff of government, healthcare and charitable bodies.

“It's rare to take part in a programme which so clearly combines concrete business goals and the old and new marketing.” Hedwig Wassing, director, Euro Relais

“For my work, I regularly attend various presentations, seminars and workshops. But ‘On to Marketing 2.0’ was a real eye-opener and the best course I have seen in quite some time. Thank you!”

Who is giving the seminar?
Richard Van Hooijdonk (1968) has been the marketing director of various organisations both in the Netherlands and abroad and is currently a popular speaker and presenter at international conferences. He is also a (guest) lecturer at SRM/ Erasmus and Nyenrode. In recent years, Richard van Hooijdonk has grown into one of the leading Dutch consultants in the field of Marketing 2.0. His inspirational seminars are very popular and have been attended by more than 15,000 people. More information and videos: www.vanhooijdonk.com and www.marketingmonday.nl.

Ron grevink, marketing director, RES software

“If generating enthusiasm is the 2.0 buzzword, you couldn't find anyone better suited to the task than the speakers from MarketingMonday. They think big, wide and outside the box. Enjoy the ride!” Job Koopman, Strategy Director, marketing agency Etcetera

“MarketingMonday summarises the developments in the marketing arena extremely well during the Marketing 2.0 course, teaching you how to respond to these changes as effectively as

High quality
The MarketingMonday programmes are based on knowledge, practice and the many internal and external sources of inspiration. The high quality of the programmes is guaranteed by the ongoing practical experience gained by the MarketingMonday course lecturers for the various programmes. Every day, our lecturers also give organisations practical help with the shift to new marketing, new media and new techniques. This knowledge and experience (as well as the case studies) therefore create strong, practical and high-quality foundations for all the participants.

possible... Highly practical and inspirational.” Robert gijsbers, Albert Heijn

“MarketingMonday's Marketing 2.0 course is truly inspirational. It's enthusiastic and passionate. The course really ‘grips’ the participants. I can thoroughly recommend both the course and MarketingMonday. ” Liesbeth Janssen, Standaard Uitgeverij, Belgium

summary • Up to date within 12 hours • 100% inspiration guaranteed • you will learn how to apply marketing 2.0 • Numerous case studies, step-by-step plans and examples • Top lecturers • The Masterclass is given all over the world

Just some of the companies who have gone before you:

Richard van Hooijdonk
to apply your ‘‘ you will be able skills in practice knowledge and immediately. get a profitable head start right away!

you can also call us on +31 (0)20 6541941. To contact us directly, please call

+31 (0)6 41330000.


For further information about the marketing 2.0 course, please visit: www.marketingmonday.nl
Evert van de Beekstraat 310 1118 CX Schiphol-Centrum T +31(0)20 6541941 F +31 (0)84 7163822 E info@marketingmonday.nl www.marketingmonday.nl

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