Promouvoir votre
région ou votre ville
sur le marché
néerlandais
Quelques observations d’un éditeur
Agenda
• Publièra Publishers
• Nos publications et événements
• Comprendre les Néerlandais
• Notre travail
• Quelques expé...
Maison en France
Groupe cible: (Futur) Propriétaires en France
Lectorat: Pays-Bas / Belgique / France
Tirage: 6.000 – 8.00...
En Route
Groupe cible: Francophiles
Lectorat: Pays-Bas / Belgique / France
Tirage: 6.000 – 8.000
Créé: en 1985
Evénéments:...
Côte & Provence
Groupe cible: Amateurs de la région PACA
Lectorat: Pays-Bas / Belgique / France
Tirage: 10.000+
Crée: en 2...
Événements
Les journées françaises
France-Fair au printemps (Kasteel Heeswijk, le 16 et
17 mai) pour les amateurs de Franc...
Comprendre les Néerlandais
• Entrepeneurs / commerçants
• Créative et axé sur le client
• Style direct
• Manque de tact/ p...
Notre travail pour vous:
Relier l’offre à la demande
CDT / CRT / OdT / Entrepeneurs
Côte & Provence / En Route / Maison en...
Notre expérience avec les
CDT/CRT/OdT
• Ateliers ATout France
• Contact par le biais d’autres organismes (RP)
• Contact pa...
Nos contacts avec les
entrepeneurs en Provence
• Chambres d’Hôtes / Gîtes / Hotelliers (Côte & Provence /
Maison en France...
Quelques suggestions
Être plus direct dans les communications avec les néerlandais
• On a l’habitude!
• Le moyen le plus r...
Exemplaires pratiques pour les
entrepeneurs
Aller ensemble au marché neerlandais
Co-promotion d’une Chambres d’Hotes (neer...
Pour finir…Quelques
suggestions provocatrices
Si vous voulez vraiment attirer l’attention des Néerlandais? Ne visez pas
se...
Questions et suggestions
Maintenant ?
Pendant le déjeuner?
Ou plus tard?:
Michiel Bom michiel@publiera.nl
Publièra Publish...
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Workshop 5. Conférence marché Néerlandais. Michiel Bom

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5ème Rencontres professionnelles. Aix en Provence, le 16 mars 2015

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  • Dear ladies and gentleman,

    Thanks very much for inviting me to share some of our experiences as a publisher of France magazines and organiser of France events. Also to give some advice to you as members of CRT, CDT or Office du Tourisme or other touris organisation. Either way, you have one thing in common: you want to sell your region or your village to the right people in Holland and Belgium, and probably many other countries.

    Well, so do we. We sell France, even in particular the region Provence / Cote d’Azur, with out magazines, our online / social presence and with our events. We do France and nothing but France. (La France et rien que la France). There are obviously many other media companies that can help you but the fact that we are focussin on France is probably the reason why ATout France invited me to give a presentation at your meeting
  • I’d like to talk about our business so you understand my background, but more important for you is

    In general:

    To understand something about the Dutch background in and the dutch Business culture .

    More particular:

    Get an idea of our experiences with tourist organisations in France and most important, what we might learn from it to improve business.

    With us or with our many colleagues in the Dutch market of course.

  • So far our publications and events. Let’s talk a little bit more about the Dutch in general. To be succesfull in Holland, you have to understand the Dutch. We are Europeans as you are, but I think we have some interesting differences.

    A few things that are important to keep in mind:

    We are entrepeneurial people. Trading is in our genes and that goes back to the 17the Century. In Holland we sometimes refer to the so-called VOC mentality. It wasn’t the Dutch Republic that conquered the East-Indies in the 17th century. It was the world’s first publicly traded company the United Eas-Indies Company that did it The Dutch sailed out trade, not to build empire.

    Entrepeneurs must be creative and are custom-driven. I think we are a fairly creative people when it comes to doing business. You will find Dutch entrepeneur all over the world. And I know a lot of Dutch entrepeneurs in France and in the region in particular. It is interesting to see how many dutch real estate agents are doing much more business with non-Dutch sellers and buyers in France, including French. They must do something right and I think it is the creative and custom-driven attitude that makes a difference.

    One of our perhaps more ‘protestant’ character traits is that we are pretty direct and ‘to the point’ in communicatiing. We do not spend much time in establishing a business relationship. Instead we tend to trust the other party at first on the basis of a mutual business interest and general accepted business ethics. That saves a lot of time and time is money. Certainly in Holland.

    And yes, that means that we can be very result-driven and not always very tactfull What you call ‘art de vivre’ is definetely not invented in Holland. We take a very pragmatich approache in doing business. This helps us but sometimes we are not aware enough of other conventions. Please forgive us. That’s just what we are. I don’t think it is lack of respect for other cultures, I think we have.
  • In this sense we also look at regional, departemental and local tourist organisations in France as organisations that have something to offer to Francophiles in Holand and Belgium

    In order to understand our position and the rest of my talk, it is imporant to understand that there is not really a fundamental difference with other advertisers or sponsors of our products.
  • As a publisher and event organizer for France we have an increasing experience with tourist organisations in France and the respective events that we organize.

    Of course the regular Workshops Press meeting organized by Atout France. Always very well organized for the Dutch press at large: newspapers, bloggers and France magazines alike.

    We see a number of CDT and CRT’s in particular doing business via PR agencies and with some of them we have very fruitfull contacts, leading to exposure in our magazines. I think that is also because not only press is involved but also marketing. I’ll come to that later.

    As a company we have quite an increasing network of Dutch and Flemish people in France. They can be a very good ‘liaison’, certainly the ones that have good connections with their local Office du Toursime

    We are currently expanding our database of all Tourist organisations in France, so we can contact them much more directly when opportunities arrive. Just a few days agon we contacted the Officue du Tourisme of Carpentras for an article that we want to publish. Not only for edtiorial reasons but also for good commercial reasons.
  • As a publisher and event organizer for France we have an increasing experience with tourist organisations in France and the respective events that we organize.

    Of course the regular Workshops Press meeting organized by Atout France. Always very well organized for the Dutch press at large: newspapers, bloggers and France magazines alike.

    We see a number of CDT and CRT’s in particular doing business via PR agencies and with some of them we have very fruitfull contacts, leading to exposure in our magazines. I think that is also because not only press is involved but also marketing. I’ll come to that later.

    As a company we have quite an increasing network of Dutch and Flemish people in France. They can be a very good ‘liaison’, certainly the ones that have good connections with their local Office du Toursime

    We are currently expanding our database of all Tourist organisations in France, so we can contact them much more directly when opportunities arrive. Just a few days agon we contacted the Officue du Tourisme of Carpentras for an article that we want to publish. Not only for edtiorial reasons but also for good commercial reasons.
  • An increasing number of contacts but the question is, what do we learn from our experiences and today: what can perhaps you learn from it.

    I have some suggestions:


    Be more direct. Maybe a little less tactfull then you are used to. If you come a press meeting, you have something to sell. What is it? And what is your offer for media attention? Even if it says ‘press’ and not ‘marketing’ on your business card. Being on a Atout France press meeting, I do not always have the impression that everyone is very eager to sell its region or department.

    Sure, everyone tells about their region. But, what kind of results are they actually looking for? You are not coming to Holland for results. I have more then one example of following-up press meetings that were just neglected, and I can assure you I am not the only one that has this experience It makes you wonder: Why spend all the money and time if you do not have a well-defined objective or worse, if you are not interested in follow-up. (Monaco example)

    If you want to have attention or free publicity via press meetings, then give the press a reason to cooperate. Especially in Holland, there is no such thing as a free lunch. Let me be very clear: That doesn’t mean that you always have to bring money, but at least give an opportunity to make some money. The next time you come to Holland with a clearproposition for an article and some regional sponsors that might be part of it, you are in business. With me, and with many other colleageus in the Dutch press.

    I indicated already That we create access to regional tourist organisations thorugh Dutch people in France. I would suggest to make use of them as well. Invite them to coopearte with promoting your region. You have a common interest with them.
  • An increasing number of contacts but the question is, what do we learn from our experiences and today: what can perhaps you learn from it.

    I have some suggestions:


    Be more direct. Maybe a little less tactfull then you are used to. If you come a press meeting, you have something to sell. What is it? And what is your offer for media attention? Even if it says ‘press’ and not ‘marketing’ on your business card. Being on a Atout France press meeting, I do not always have the impression that everyone is very eager to sell its region or department.

    Sure, everyone tells about their region. But, what kind of results are they actually looking for? You are not coming to Holland for results. I have more then one example of following-up press meetings that were just neglected, and I can assure you I am not the only one that has this experience It makes you wonder: Why spend all the money and time if you do not have a well-defined objective or worse, if you are not interested in follow-up. (Monaco example)

    If you want to have attention or free publicity via press meetings, then give the press a reason to cooperate. Especially in Holland, there is no such thing as a free lunch. Let me be very clear: That doesn’t mean that you always have to bring money, but at least give an opportunity to make some money. The next time you come to Holland with a clearproposition for an article and some regional sponsors that might be part of it, you are in business. With me, and with many other colleageus in the Dutch press.

    I indicated already That we create access to regional tourist organisations thorugh Dutch people in France. I would suggest to make use of them as well. Invite them to coopearte with promoting your region. You have a common interest with them.
  • These were some no risk suggestions. I also have some more ‘provocative’ suggestions.

    If your really want to get attention? Take ‘marketing’ with you. More and more, I am convinced that the diifference between a press pole and marketing pole, is outdated, something of the past, passé. There is no fundamental difference anymore. Just like the boundaries between editirial and commerical responsibilities in a media company. There are no boundaries, the two work together for the best result.

    Perhaps also the value of press trips may need to be reconsidered. After all, the reason for a press trip is to get free publicity. Ask yourself: how free is that publicity, give the costs of such a press trips? Is the press trip really giving the right results in promotion? Perhaps not. There are very good alternatives for a press trips. As for ourselves, we have editors in France, in this region, but more important, any good writer can write an article as if he were there. Remember: the media is a world of perception.

    In short, get off the beaten tracks. Your mediapartners are doing just that! Also in Holland and Belgium. .Our readers and advertisers are looking for other kind of services, experiences, promotions, etcetera then the media has offered for many years. The only way to survive is be innovative in developping new business solutions and my advice to you is doing exactly that. Sell your region as a business organisation sells its products and services.

    As for France, and for PACA in particular, you have a lot to offer! And we are ready to assist you in Holland and Belgium.
  • Ok, That’s enough. I hope I gave some perspective from the Dutch media at large and our own experience. Perhaps there are some question.

    I brought along some examples of our magazines and mediakits. Please have a look and take one.
  • Workshop 5. Conférence marché Néerlandais. Michiel Bom

    1. 1. Promouvoir votre région ou votre ville sur le marché néerlandais Quelques observations d’un éditeur
    2. 2. Agenda • Publièra Publishers • Nos publications et événements • Comprendre les Néerlandais • Notre travail • Quelques expérience • Quelques examples • Quelques conseils
    3. 3. Maison en France Groupe cible: (Futur) Propriétaires en France Lectorat: Pays-Bas / Belgique / France Tirage: 6.000 – 8.000 Créé: en 1997 Evénements: ‘Les journées au château’ de Maison en France Séances d’information en France En ligne: www.maisonenfrance.com Facebook et Twitter
    4. 4. En Route Groupe cible: Francophiles Lectorat: Pays-Bas / Belgique / France Tirage: 6.000 – 8.000 Créé: en 1985 Evénéments: Les journées françaises Les journées du Dîner français En ligne www.enroute-magazine.nl Facebook et Twitter
    5. 5. Côte & Provence Groupe cible: Amateurs de la région PACA Lectorat: Pays-Bas / Belgique / France Tirage: 10.000+ Crée: en 2002 Evénéments: Les journées françaises Les journées provençales En ligne www.coteprovence.nl Facebook et Twitter
    6. 6. Événements Les journées françaises France-Fair au printemps (Kasteel Heeswijk, le 16 et 17 mai) pour les amateurs de France en général (3.000+ visiteurs). Avec… • Des marchés régionals pour les vacances • Des produits et vins français (thème: rosé!) • Salon ‘Home en France’ Les journees Provençales Evenement nouveau en Provence pour nos lecteurs neerlandais/belges dans la region et des vacanciers. (8 – 12 juin) Les journées du Dîner français Evénément gastronomique avec 75+ restaurants français aux Pays-Bas (novembre) Et bien d’autres…
    7. 7. Comprendre les Néerlandais • Entrepeneurs / commerçants • Créative et axé sur le client • Style direct • Manque de tact/ plus pragmatique
    8. 8. Notre travail pour vous: Relier l’offre à la demande CDT / CRT / OdT / Entrepeneurs Côte & Provence / En Route / Maison en France / Evenements Francophiles aux Pays-Bas / en Belgique
    9. 9. Notre expérience avec les CDT/CRT/OdT • Ateliers ATout France • Contact par le biais d’autres organismes (RP) • Contact par des personnes néerlandaises/belges en France • Contact direct avec des listes de diffusion
    10. 10. Nos contacts avec les entrepeneurs en Provence • Chambres d’Hôtes / Gîtes / Hotelliers (Côte & Provence / Maison en France) • Vignerons (En Route, Côte & Provence, Evenements) • Agences Immobiliers (Maison en France / Côte & Provence / Salons immoblier) • Produits Provencales (aussi par des distributeurs néerlandais) • Autres entreprises touristiques
    11. 11. Quelques suggestions Être plus direct dans les communications avec les néerlandais • On a l’habitude! • Le moyen le plus rapide d’obtenir des réponses et des résultats • Suivi aux demandes et suggestions Donnez-nous une raison pour travailler ensemble • N’oubliez pas, les néerlandais sommes des entrepeneurs • ‘On n’a rien pour rien!’ • Soit créative et sorte des sentiers battus par example… Quand vous promouvez votre région, collaborez plus avec des entrepeneurs régionals • Ils peuvent vous aider mais plus important… • Ils ont également un intérêt! • Et pourront ajouter budget de marketing
    12. 12. Exemplaires pratiques pour les entrepeneurs Aller ensemble au marché neerlandais Co-promotion d’une Chambres d’Hotes (neerlandais) et leur Office du Tourisme pour les Journees Françaises, partager un stand Les neerlandais aiment les promotions Utilisez un coupon dans un publicite pour fair venir les touristes. Unvigneron dans le Var le toutes les annees dans Côte & Provence Faites co-publication et partagez les frais En plus, une reportage sur une region n’est pas complete avec l’information sur les entrepeneurs touristiques.
    13. 13. Pour finir…Quelques suggestions provocatrices Si vous voulez vraiment attirer l’attention des Néerlandais? Ne visez pas seulement sur les RP ou les voyages de presse. Activez marketing. Des voyages de presse peuvent etre onéreux. Un bon écrivain n’en a pas toujours besoin. Sortez des sentiers battus. C’est ce que font les éditeurs innovants.
    14. 14. Questions et suggestions Maintenant ? Pendant le déjeuner? Ou plus tard?: Michiel Bom michiel@publiera.nl Publièra Publishers 00 31 (0)6 812 90 950

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