Als medestichter en eerste Voorzitter van Kauri was het een hele eer nog eens uit te leggen waarom die aanraders zo belangrijk zijn.

2. Aanraders
beïnvloeden
20-­‐50%
van
alle
aankoopbeslissingen.

3. Aanraders
beïnvloeden.
Willens
nillens.

4. Aanraders
doen
het
hoe
langer
hoe
meer.

5. Aanraders
raden
niet
alleen
aan,
ze
kopen
vaak
ook
opnieuw
en
zijn
…
vergevingsgezind.

6. Aanraders
doen
het
-­‐nog
steeds-­‐
in
hoofdzaak
offline.

7. While retailers were initially terrified of what bad reviews could do to their bottom
line, they've since witnessed the power of a rave review and embraced the practice. Despite
initial fears, says Craig Berman, Amazon's vice president of global communications, product
reviews have only served to increase their customer loyalty. "It helped us build customer
trust," he says. "It put us in a special place with customers in that they could come to the
site and get honest and comprehensive — and over time, very substantial — firsthand
knowledge from other customers." Berman says the company has some reviewers who
take online shopping to heart. "There are some customers who are extraordinarily proud of
being one of our top reviewers — they take their job really seriously." Some of Amazon's
customers are voracious readers who consider it their duty to review one or two
books every single week. While the company may have come a long way from its
roots, the company's original specialty has not been forgotten.
Read more: http://www.time.com/time/business/article/0,8599,2004089,00.html#ixzz2TvUHmQBF
July 16, 1995
“
“

9. Kopen
en
intens
verder
“verkopen”.

10. Welke
dingen
raden
aanraders
aan?

11. De
moIeven
van
die
aanraders?

15. Despite the broad agreement, the American retail giants
Wal-Mart Stores and Gap have declined to endorse the pact,
citing legal concerns. Both say they will continue pursuing
their own worker safety programs.
For many activists, the question is why H&M, with its
outsize influence in the apparel industry, did not take that
step sooner — especially after a deadly fire in 2010 killed 21
people at the Garib & Garib sweater factory in Bangladesh,
for which H&M was a major customer.
“This was exactly the right thing to do three years ago — but
they didn’t do it,” said Ineke Zeldenrust, international
coordinator for the Clean Clothes Campaign, a group
opposing sweatshops, based in Amsterdam. Moving sooner,
she said, “could have helped avoid these deaths.”
Even after the Rana Plaza disaster, H&M required
persuading, said Jyrki Raina, the general secretary for
IndustriALL Global Union, a federation of 50 million
workers from 140 countries who also negotiated the binding
accord with H&M and other retailers. “Unless they were
really pushed,” he said, “we would not be where we are
today.”

16. Wat
is
er
ondertussen
met
de
reclame
gebeurd?
“Don’t trust it. Nothing but lies. I’ll ask my friends or colleagues”
“I don’t care. Will search when I
need something.”
“Haven’t even seen it.”
“Nice ad, but so what?
Not relevant for me.”
“So stupid”.
“Too many ads.
I avoid them”
“Not for me. I just bought my stuff”

17. you
youyou
Ad agency
Brand
Ads
Media

18. 1980-­‐1990:Adver,sing
+10%
=
+2.2%
marketshare
2008:Adver,sing
+20%
=
+2.2%
marketshare
“
….
the
authors
conduct
a
meta-­‐analysis
of
751
short-­‐term
and
402
long-­‐term
direct-­‐to-­‐consumer
brand
adver?sing
elas?ci?es
es?mated
in
56
studies
published
between
1960
and
2008.
the
study
finds
several
new
empirical
generaliza?ons
about
adver?sing
elas?city.
the
most
important
are
as
follows:
the
average
short-­‐term
adver?sing
elas?city
is
.12,
which
is
substan?ally
lower
than
the
prior
meta-­‐analy?c
mean
of
.22;
there
has
been
a
decline
in
the
adver?sing
elas?city
over
?me.”
Gerard
Tellis,
PhD
Michigan,
is
Professor
of
Marke,ng,
Management,
and
Organiza,on,
Neely
Chair
of
American
Enterprise,
and
Director
of
the
Center
for
Global
Innova,on,
at
the
USC
Marshall
School
of
Business.
He
is
Dis,nguished
Visitor
of
Marke,ng
Research,
Erasmus
University,
RoUerdam
and
has
been
Visi,ng
Chair
of
Marke,ng,
Strategy,
and
Innova,on
at
the
Judge
Business
School,
Cambridge
University,
UK.
Tellis
specializes
in
the
areas
of
innova,on,
adver,sing,
global
strategy,
market
entry,
new
product
growth,
promo,on,
and
pricing.
Prof.
Dr.
Gerard
Tellis

19. En
toch
groeiden
de
reclame-­‐uitgaven
(in
de
US)
sneller
dan
BNP
en
Mediaan
Salaris

20. En
het
gaat
maar
door.
Ook
al
had
Europa
een
dipje
in
2012.

21. Ondanks
alles
groeien
de
reclame-­‐uitgaven
straks
gewoon
door.
Hoe
komt
dat?
+7% +3,8% +3,8% +4,6% +5,2% YOY-growth
2010
2011
2012
2013
2014
Amazon spent
$500 million 
$557 billion in 2012

22. Aankoop-, productie-,
hr-kosten: lager en lager.
Verkoopprijs en verkoopvolume
maximaliseren
Winst
(maximalisatie)
Reclame was één van
de sterkste middelen
om Volume en Marges
de hoogte in te jagen
en Nieuwe Markten te
veroveren.

23. Het
verschil
tussen
een
aanradersbier
en
een
“reclamebiertje”.
http://www.ratebeer.com/

24. Het
verschil
tussen
het
vermogen
vergaard
via
het
“reclamebiertje”
en
het
aanradersbier.
€ 270 million
$11 billion

25. Een
deel
van
de
1%
…
die
hebben
reclame
nodig.
Ook
in
China!
”Verdienen
deze
10%
“rijken”
maar
7.000€
/
jaar
of
…
15
à
16.000?”
For
2012,
the
na,onal
G.D.P.
figure
is
es,mated
to
be
nearly
52
trillion
renminbi
(about
$8.3
trillion,)
while
the
provincial
total
was
nearly
58
trillion
(about
$9.3
trillion.)
“Media
exposes
total
G.D.P.
of
all
provinces
exceeds
na,onal
G.D.P.
by
over
5
trillion
renminbi,”
(the
exact
figure
was
5.76
trillion,)
a
headline
announced
in
the
21CN
News.
The
gap
is
gefng
bigger,
fast:
in
2009,
total
provincial
G.D.P.
was
nearly
2.7
trillion
more
than
na,onal
G.D.P.;
in
2010
it
was
more
than
3
trillion;
in
2011
it
was
4.6
trillion,
the
Beijing
News
reported.
In
a
chain
of
exaggera,on
that
begins
at
the
village
or
county
level,
the
figures
pile
up
un,l
they
overreach
any
possible
na,onal
total,
the
ar,cles
indicate.
9% 9% 1%
10% 10% 10% 10% 10% 10% 10% 10% 10%
Weinig verdieners Veel verdieners
Minder
dan
2€
per
dag
Meer
dan
40€
per
dag

26. Grote
markten.
Grote
reclamelanden.
Grote
Gini-­‐kampioenen.
0.474
or
0.61?
0.469

27. Griekenland
zonder
reclame.
Winter
2013
-­‐
De
Morgen
Dank
voor
het
luisteren.
Vragen
mailen
op
jevedebe@gmail.com

28. Annex.

30. Op
80,000
restaurants
in
Fr
minder
dan
10%
garanderen
dat
de
ingrediënten
vers
zijn
schotels
ter
plekke
klaargemaakt.
Vlees, wijn, groenten en arbeid voor Boeuf Bourguignon = €3.53
Hetzelfde kant-en-klaar van Davigel (Nestlé) = €3.1
Verschil = 10%
Verkoopprijs in restaurant blijft €18
“Restaurant owners argue that the 36.3% increase in real terms in France's minimum wage since 1990
has forced them to cut costs aggressively to preserve their profit margins.”
1995: minst betaalde hulp = €12,610/jaar
2012: minst betalade hulp = €25,153/jaar

31. “We
hebben
de
media
nodig.
Ze
coveren
in
ieder
geval
de
schandalen.”
hUp://www.slideshare.net/EdelmanInsights/global-­‐deck-­‐2013-­‐edelman-­‐trust-­‐barometer-­‐16086761

32. De
Chinezen
“vertrouwen”
hun
banken.
Wij
niet.

33. De
zeer
geliefde
banken
in
China.