Slideshare thomas burssens - TMD

SEMINAR SLIDE CAST
ByThomas Burssens

Index
■ Rebranding Africa (Paul Nchu Ngang)
■ International sales in practice (Eline Blanchaert)
■ Social Storm – 24h Hackaton
■ Cross Generational Marketing (JoeriVan den Bergh)
■ 5th seminar

RebrandingAfrica
Paul Nchu Ngang – 27/10/’15 – Aula 2 at Kantienberg Artevelde – 15u00-17u30
http://venturesafrica.com/top-10-
richest-countries-in-africa/
http://www.borgenmagazine.com/
overview-poverty-africa/
http://www.worldatlas.com/webi
mage/countrys/af.htm

Content Summary – Rebranding Africa
Who was the speaker?
Paul Nchu Ngang is a Cameroon/Belgian business teacher and
manager with a lot of professional and academic experience.
He came to talk about rebranding the Africa of now.
He believes that Africa is the country of the future having
possession over a lot of resources that are really important
now but even become more important in the future.
His motto was: “make money in Africa and become rich but
not on the behalf of other people”

Content Summary
Changing world
The emphasis was put on the fact that Africa is the future (a lot of resources). What he
tried to explain with this is that you have to be aware of the fact that if you want to build
up a successful business career in the future, you have to be armed and ready to do
business in another continent. Important to mention is that Africa is a continent and not a
country since mr. Nchu Ngang found that this mistake is made too often.
One of the main quotes to remember of the seminar: “Think globally, act locally &
change personally”

Content Summary
Paul Nchu Ngang – Aula 2 at Kantienberg Artevelde – 15u00-17u30
Africa, the economic reality
A lot of people have a wrong view on how everything is going in Africa, especially
economically. Mr. Nchu Ngang mentioned several times during the seminar that Africa is
one of the six fastest growing economies in the world when taking a look at the
phenomena of all the evolving economies such as BEM, CIVETS, BRICET, BRICS… Africa,
which has some countries/cities that are seen as the most expensive places to live, has
governments dominated by female, has a huge expansion of the middle class in the last
years and has a very young upcoming population. These factors make everybody believe
that there is a good future waiting for Africa.
Quote: “important for businesses and managers is to not miss the boat to Africa”

Content Summary
Example:Angola – Portugal: friendship at risk
The respect for each other and is a very important factor for the businesses that
are going on between the Angolan and Portuguese governments. Recent, there
have been rumours that Angola would be thinking about replacing Portugal by
China. This news was like a bomb for a lot of Portuguese entrepreneurs and
especially in the construction sector. There are a lot of Portuguese immigrants
in Angola. The main problems in Angola are that a lot of people must live from
two euro a day, there is only a life expectation of 51 years, that there is a huge
gap between rich and poor people and especially the severe political corruption
Angola.
The Angolan and Portuguese president
http://www.angolaemb.se/informacao/pr
ess/press.htm

Content Summary
7 areas to start a money-making lucrative business in Africa
1. Food industry: this is due to the available resources and potential market
2. Electricity: there are huge opportunities in solar power and other new technologies
3. Education:African education is still basic, there are a lot of opportunities to improve it
4. Waste
5. Unemployment
6. Transport: there is a shortage of reliable transportation which is needed due to the urbanization
7. Shelter: Africa has the fastest growing population, leading to the fact that 100 million new homes
are needed to avoid a housing crisis in the coming years

Content Summary
China in Africa
The relation between China and Africa is a win-win
relationship but there are often more benefits for China
than for Africa. The government has to play it very smart
and pay a lot of attention to china’s involvement because
they have to make sure that China is not taking away the
chances of the local people. It’s not because china invests
some amounts of money and knowledge in Africa, they
should take a lot more of African (natural) resources than
the money they invested in Africa. After all, now, Africa is
benefiting a lot from the infrastructure (investments) they
receive from China e.g. the railway system in Abuja –
Kaduna
Railway system in Abuja – Kaduna
http://naija247news.com/2016/02/ab
uja-kaduna-railway-line-will-be-
ready-in-may-2016-amaechi/

Content Summary
What do you mean, rebranding?
If you ask people (non-African) what their vision is Africa, they will mostly answer that it’s a hopeless country.
It’s time to rebrand Africa so people have the right vision.We can’t know what the specific solution is but we
do now that there are some specific factors to take into account like Mr. Nchu Ngang puts the emphasis on
the fact that you should go to make money in Africa and become rich but not on the behalf of other people.
Take other people with you in your story, don’t abuse them. Not only this but also givingAfrica no aids
anymore but help them with knowledge, is an aspect that the lecturer thought was very important.
Another important aspect regarding the rebranding process ofAfrica is the process of investing in Africa.
Some countries have a growth rate of 6% and some even have double digits at the end of the year. One of the
main strengths of Africa are the varied sectors, there isn’t a specific sector that is very promising.The
corruption in Africa still very bad but as mentioned by Mr. Nchu Ngang, Africa should fight against it by using
zero-tolerance & don’t offer or accept bribery.
Income inequality is still a delicate aspect that has to be dealt with. Africa already followed a long way up to
today, from being colonial legacies to a hopeless country to an emerging country with less poverty, a bigger
middle-class, a higher life expectancy and a government that is willing to invest in infrastructure.

Content Summary
What do you mean, rebranding?
Just like any other country,Africa has opportunities/challenges to do business with them:
Opportunities Challenges
 Labour & youthful population
 Rising middle-class
 Opportunities for financial services sector
 Good telecommunication
 Agriculture
 Healthcare- equipment, hospital
construction in particular
 Energy
 Transportation
 Stereotypes
 High risk  high profit
 Perception (negative
 Culture (need to understand it)
 Handful of fraudsters are very active
 Cumbersome business atmosphere
 Difficulty sourcing qualified staff & high
training costs
 Contract sanctity
 Infrastructure (bad e.g. internet)
Building blocks of Regional integration in AF
 Can’t move businesses or do business
easily from country to country mostly
because of key sub-regional organizations
due to trade blocks.

Content Summary
Essential to remember for everybody after this seminar
1.Take other people with you in your story, don’t abuse them.
2. How can I contribute to the local economy?
3. Corruption is not unique to Africa.
4. GiveAfrica no aids anymore, help them with knowledge.
5. AFRICA ISTHE FUTURE, DON’T MISSTHE BOAT!

Content Summary
Is my company ready for Africa?
Africa
Am I willing to
travel?
Are you willing
to work with a
local partner?
Do you have
experience in
other export
markets?
Are you flexible,
patient and
adventurous?
Do you rely on
certain
infrastructure?
Does your
product or
service depend
on on-the-
ground after-
sales service or
support?
Do you have
time?
(LT-thinking)

Content Summary
Intercultural behaviour and communication – Africa
Just like we have seen in the course ‘Intercultural communication (1st year at the Artevelde
University), he discussed various factors to take into account when doing business in
Africa. I did learn a lot about the practical habits in Africa (handshakes etc.). The most
important thing I’ve learned about the way we have to act towards Africa and their people
is to go take a look there (don’t base yourself on statistics and rumours), build up a
positive relationship and try to be one of them when you want to build up a future with
them.

My reflection – Rebranding Africa
I could describe this seminar as a ‘good new experience’ since I wasn’t familiar with what’s up
to date regarding Africa. It also opened my vision about the future of Africa. I’ve always
believed that Africa was one of the promised countries but during the years and seeing no
real improvement, I was often doubting about whether it would ever be put in practice or not.
Not that there are now clear examples of this improvement, but the speaker really pointed
out the potential and strengths of Africa that one day will be used and lead to optimal
globalization and economic improvement in Africa. Because of and after this seminar, if I
would have an enterprise which could have a potential market in Africa, I would make sure
that I don’t miss the boat. All this thanks to Paul Nchu Ngang and his great presentation.

International sales in practice
Eline Blanchaert – Aula 5 Kantienberg – 10/11/’15 – 15u-17u30
PART 1: Klingele Chocolats and its growth
Who is the speaker?
Eline Blanchaert is a 35-year-old International Account manager at
Klingele Chocolade NV in Evergem, Belgium. She has an extended
education background going from Economic science to business
administration.
She started working as a jobstudent at Klingele where she also did her
internship. In 2004, she made a business plan for the company and on
the day of today, she is already working 11 years for the company.
She told us that she knew what she wanted to do since the age of 8
because she grew up in a family of entrepreneurs. Her motto is “if you
believe in something, you can realize it”

KlingeleChocolade
The company was found by Koen Klingele who is a food engineer. He started the company in 1995
which leads to the fact that it celebrated its 20th anniversary last year. Their mission is to produce
and bring the best chocolate products with no sugar added and fair trade chocolates to the
market.
http://www.vzwhetnest.be/bedrijven/klin
gele-chocolade-nv/

The company has two different niche markets:
Brand name “Balance”
The Balance products focus on providing the market with chocolate as healthy as it can be to allow
certain people who for example are diabetic patients to eat chocolate. Even though they produce
these without certain ‘essential’ ingredients, the taste and uniqueness of the chocolate doesn’t get
lost.
Brand name “Green dream”
The ‘Green dream’ chocolate products are blended with unique fruits and fair trade chocolate.They do
these because in their opinion, the farmers in the poorer countries should receive an honest price for
the hard work and effort they put in the chocolate.The purpose of Klingele with this is that they want
to help the local farmers to improve their living standards and increase their welfare.

The company has two different niche markets:

The year 2004
In 2004, Klingele chocolade was able to note €2 million turnover of which €1 million in the USA. In
total, their products were sold in 11 countries. In that period, a lot of things happened. While they
moved to a new industrial area, invested in a new machine park & hired her as a sales person, there
was a terrible situation in the USA where somebody died following a low carb diet. The person that
died was also eating the Klingele chocolade and even though he didn’t die because of the
chocolate, the company lost €1 million turnover in the USA. This was a crisis for the company and
eventually, speaker Eline and the company only had one goal left, find new customers.

Start sales
At the start of its sales, the company its first “balance” brand was the product that had to be sold.
Next to that, the company had to find out how they wanted to be sold to the consumers. This is
something they did via store-checks which is all about “in what stores do I want be in?”. A good
example is that they really wanted to contract Delhaize as a distributor of their product but that
wasn’t easy. Essential when trying to find distributors and stores is that you need to be there at the
right moment and find the right buyer. For Eline, it took weeks or even months before she could
reach the buyer of the non-added sugar chocolates but finally she made it happen that the
chocolate could be sold under a private label of Delhaize. In a meanwhile she also had contact with
distributor who sells to bakeries

Start sales

Conclusion: Klingele and its market structure
■ Don’t sell directly to end consumers (e.g. private label of retail market)
■ Use different channels (bakeries, healthy shops, duty free)
Where can our product be positioned in the market
The distributor who delivers to bakeries
■ Distributors
■ Retail Belgium (e.g. Delhaize)
http://www.cbsau.com/syspro/
distribution-management/

International export
1.The Netherlands
The first country she focused on was the Netherlands. She emphasized that it’s so close but still so
different.The first aspect is the difference in distribution. Next to that, she thought it was very remarkable
how price focused they are over there.The price is very important leading to the fact that they really go as
far as possible to lower the price even to 2 cents.
2. Japan
About Japan, she told that they will be very polite and will never refuse in a direct way but still are so
severe and strict regarding doing business.They really want to check everything about the products
regarding what comes in and goes out of the factory, what can be found in the product, how does the
company work and so much more. Regarding procedures, they are very clear in what you can expect and
what they expect from you. For the Japanese people, if this doesn’t happen in a professional way, you can
forget the cooperation. Conclusion, they are very strict!

3. UAE
It’s a very important market since it’s number one country in the list of the amount of diabetic inhabitants
so t’s the perfect market for the Balance products. Why? Because as already said in the beginning, the
‘Balance’ products enable people with these kind of diseases to still enjoy chocolate with a unique flavour.
When negotiating with these countries, it’s so important to acknowledge that it’s a totally different
culture. Sometimes they disappear because they are going to pray or another example is that hand
shaking isn’t allowed.All these things are essential if you want to cooperate with them.
4. Sweden and Germany
Punctuality is essential regarding these countries. If you want to make sure you don’t lose a customer of
these countries, be punctual. For example, if you arrange to call or meet somebody at 02h00, don’t meet
or call at 02h05. Next to that, they are very strict in their requirements. For example, the catalogue they
receive from Klingele has to be in German because they see it as a form of respect.

5. Australia (and a lot of other countries)
When doing business with companies from these countries, take into account the big time difference.
Next to that, these types of people always try to keep a balance between business and fun by for example
having a party when you come over to do business.This often leads to the fact that it’s hard to talk about
business related things.
6. United States of America
They are very friendly and positive when they do business with you but when it’s finished you don’t hear
anything anymore from them.They experienced this in the past

The evolution from 2004 to 2015
2004 2015
2 000 000 TO  1 000 000 USA 5 000 000 TO 30% Belgium, 70% abroad
11 countries 45 countries
New industrial area New building (expansion)
Invested in a new machine park 3th production line
Hired me as a sales person 2 extra sales persons  internal sales
Lost 1 000 000
Crisis
And now? 1 goal: find new customers

PART 2: How to do business internationally
1. Know your product/the market & determine your strategy
 Product:The marketing mix
1. The price needs to be right
1.a. exchange % is also very important because they always charge their customers in €. Sometimes they can’t do business
with countries because of the value of their currency.
2. It requires a lot of different languages on the different products to target the broad customer group.
3. Place: the country you want to sell in has to be compulsory too, this can change over the years.
4. Promotion: they often give this responsibility to the selling agents in the countries where they are active in and they also
focus on social media because they really believe in its strengths.
5. Prayer (religion) is an extra ‘P’ they take into account for example when they do business in UAE.
 Market
It’s essential to know who your competitors are
Market information  every market is different, e.g. in Sweden (Scandinavian), organic is bomb / UAE  n° 1 country of
diabetes
 Strategy
Focus on the countries and take into account the different aspects of each country.
Differentiate yourself from the competition. Make sure when a potential customer asks itself why it should buy your product
and not the one of the competitor, they know why.

How to do business worldwide
2. Exhibitions
 Preparations
Good exhibition (exhibition is a place where you can meet a lot of people)
The right exhibition is an exhibition where the right people come to for you
Her perfect exhibition is business 2 business
Who exhibit
What place? Make clear appointments with people so you’re sure they will be there
 The fair itself
Take notes and use a fiche so they remind what their opinion was about the product
Be on your best and make them have a good image of you because they link your personal image with the
company
First impression is important
 Exhibition all over the world

3. Flanders investment & trade
 VLEV’s all over the world (they can help you with international trade, for example do a store check for you)
 Provide support on exhibition
 Provide you with market info
 Support on business trips
They organize ‘Expert days’
They invite the persons from abroad and arrange meetings with them so you can ask your questions to
them, see if they can do something for you.You see them all in 1 day.
 “Leeuw van de export”

4. Follow-up
 You have to keep contact, thank them and keep following them up until you get concrete in doing
business with them. E.g. when you can’t reach them via mail, try to reach them via phone because it
can help a lot. Next to that, Keep in contact in the way the client wants (whatsapp…).
 Make good arrangements
Specially to establish a good LT-relationship
 Use contact fiches
They have a database calledACT that keeps everything (price offers, phone number in the
database as a reminder). It can be essential when for example when you want to know about
what we said in the conversation 1 year ago.

5. Sales on its own will not lead to turnover
TEAMWORK is essential
Everybody has its strengths and weaknesses. By feeling each other and working all together you can
accomplish things.
 Sales is together with production
You need a good relationship between the sales and production department
6. Stay up to date
 Market changes constantly
 Currency rates change constantly
 Political problems
A good example is that since the beginning of the year the cooperation with them stopped because of the
political problems
 Push: actively looking for new customers
 Pull: customers are looking for products

7. Networking and keep your eyes and ears open
 Business cards are essential to use yourself but also to show respect for somebody else.
Take notes
 Do something with the contacts
 Register on LinkedIn
http://www.medicaltourismcongress.com/networking/

New customers
The question is, “when do you have a new customer?”. It depends how you see it, it can be when they tell
you they are going to order, when you actually receive an order or when they promise to order big
quantities. Well, at Klingele Chocolade, it’s when the money is on the bank account. This is because of the
principle that Klingele doesn’t produce before the money is on the account. They think this is essential
because there are a lot of fraud businesses and managers.
http://businesstimezone.com/?p=6037

Advantages and disadvantages of doing business worldwide
Advantages Disadvantages
Never boring Personal contact is better than
contact through mails
Business never sleeps Belgium too small (especially for
niche markets)
Exchange rate Exchange rate

My reflection
I can describe this experience for me as positive and very informative. I really enjoyed listening to a person
who is coming from Artevelde and has made her way in the business world. For me, it more was kind of
motivational to hear about her and the story of the company. On the other hand, she also mentioned very
interesting aspects for doing business worldwide that I will absolutely take into account. An example of
something I’m really going to use are the fiches they use to note all important things down about a
conversation they had with a person to make sure they don’t forget anything about it. During the seminar, I
had a question about a chocolate company that I used for a number of my assignments last semester and she
gave me a very clear answer for which I had been looking a while. In general, I’m very happy that I joined this
seminar because it was first of all very relevant to the courses we are following and next to that, it was also
very informative to learn and hear about a lot of aspects in international bussines from another perspective.

Social Storm – 24h Hackaton
20/11/’15 and 21/11/’15 – Kantienberg Artevelde
What?
Social Storm is a global hackathon competition connecting
young people around the whole world with the purpose of
tackling global problems through cooperation, innovation and
entrepreneurial thinking.
The university students that participate from Universities all
over the world a opposed to global social challenges which
they have to solve with their team by creating a sustainable
solution. These are challenges that are very realistic and
present in society worldwide. By using digital communication
tools the student don’t need to leave the campus. The purpose
of this hackathon is to show how people can use technology to
easily communicate and how everybody can help to solve
problems in all communities worldwide.
Within the intensive 24 hours you will need to work with your
international team to develop a business solution to help solve
the social issue.

Why is this topic part of my professional interests?
There is a simple reason why this really interested me and why I participated. I did this
because I am very interest in everything that has to do with entrepreneurship,
innovation and tackling challenges. When I read the information about the contest, I
was certain that it was something for me since I’m passionate all topics related to
these types of assignments and challenges. I think it’s very important that people try
to develop as much innovations as possible that not only make a lot of profit but also
improve the global community in general. This is what the contest was all about so
that’s why I decided to participate.

The challenge of my group:
Find a sustainable and technology based solution for the gender inequality in the world.
Examples of gender inequality:
No education for women
https://ask.naij.com/education/importance-of-education-
for-women-in-nigeria-5-top-reasons-i23390.html
No ownership of land for women
http://www.un.org/africarenewal/magazine/special-edition-
women-2012/women-struggle-secure-land-rights

Our solution: OneVoice
A 3 minute pitch can be found and seen onYouTube to discover our project.
https://www.youtube.com/watch?v=4IOCDD4gfrw
This project set out to eradicate gender inequality and encourage empowerment of
women through the social initiatives such as sports. Here encouraging core values of
equality, respect and co-operation between genders as well as promoting a more open
and accepting mind-set towards gender from a young age.

My reflection
Hackathon – 20/11/’15 and 21/11/’15 – Kantienberg Artevelde
I would describe this experience for me as fantastic, very useful and very challenging.When I
subscribed myself and started the contest, I didn’t think that it would be so challenging and
hard to be focused on a job for 24 hours.This hackathon learned me something about
knowing yourself and respecting your body and sleep in order to be able to work as efficient
and effective as possible. I thought I could make it to work 24 hours without sleeping but
when the morning came at 07:00, my brains and body told me it was time to rest causing a
big loss of productivity.On the other hand, it was a great experience to work 24 hours with
international open-minded people over ‘Skype’. For me, virtual communication appeared to
not be that easy but essential in business life where these types of meetings and
brainstorming sessions occur frequently and are definitely needed. In my opinion, it was very
positive that we were challenged to work on a social problem in the world because young
people with an open mind and vision can often lead to a sustainable and efficient solution for
problems that haven’t been sold yet.
Finally, it was great to end up 8th out of 21 teams.

Pictures

Who’s up next (Cross-generational marketing)
JoeriVan den Bergh – 01/03/’16 – KNT L.03.01 Artevelde – 15u00-16u30
JoeriVan den Bergh is the co-founder of InSite
Consulting which is a (marketing) research agency that
focuses on the different generations of people and
what type of role this plays when doing marketing. In
his company, he is what is called ‘Gen y Expert’.

PART 1: NXT Gen
Some introduction facts
■ People born between 1996 and later are called Gen Z
■ People born between 1977-1996 are called Millennials or GenY
■ People born between 1965-1976 are called Gen X
■ People born between 1946-1964 are called Baby boomers
■ People born before 1946 are called The silent generation
■ People in the NXT Gen get money earlier so they can spend it earlier – they are only
saving 20% anymore and spending 80% on clothes and other ‘fun’ gadgets.

The power of NXT Gen
What does NXT Gen influence the most?
The power and influence the next gen is the money they receive from their parents, but
eventually this is the biggest weakness of the parents nowadays.
In general, NXT Gen not only receives money on an early age but they also have a very
strong influence on food, technology, holidays,TV and whatever that is purchased at the
parental home.
Fun fact: despite of the digital revolution, the NXT Gen still influences the food even a little
bit more than technology
The influence NXT Gen has isn’t limited to only influencing the purchasing behaviour of the
parents but they also influence the behaviour and demographics of the people around them
from all other generations, not only at home.

DNA of the NXT Gen
Gen Z is characterized by being the generation that is messaging
the most while watching television.This is something very specific
to the youngest generation.
Not only messaging but also multi-screeining is a real phenomena
nowadays which is done a lot by all young generations.
Most word used in texting
■ LOL in 2013
■ Haha was in 2014
■ Love you in 2015
■ Research has led to the conclusion that people who use more
emoji’s when messaging or on social media have more sex
http://www.shutterstock.com/pic.mhtml
?id=182518145&src=lb-28867591

Emoji’s in marketing
Ikea developed their own library of emoji’s which was a huge success with the customers of
Ikea.There is also the French clothing brand Collete that used symbols of Mcdonalds in their
latest clothing line. Mentos is also known for using emoji's for their marketing.
Ephemeral media: (e.g. Snapchat)The use of pictures in texting while these pictures don’t last.
Important fact is that it expires so you must be quick to see it so it draws the attention.
The attention span of youngster is about 8 seconds so it’s important to be within those 8
seconds to have/keep their attention
 Sprite putted prints with their Snapchat code on their cans to make people connect with
their account by which they are able to use this free channel to do advertising
Vine adapts to this by making videos of 6 seconds because It’s hard to be bored within 6
seconds
(sources of the symbols: http://www.huhmagazine.co.uk/9382/colette-is-collaborating-with-mcdonalds-on-a-clothing-collection and
http://thedailycloth.com/fashion/colette-x-mcdonalds-clothing-collection/
http://emojipop.net/id540

The age of impatience
What do they mean withTL;DR?
 This abrevation stands for ‘Too Long: Didn’t Reach’ by which they
clearly point out that we find ourselves in the age of impatience.
 We don’t want to wait and we want to be the first on to see something.
 This is why youngers always look for television content online because
they cant wait until it comes out.
Fun fact: inAmerican shopping malls, there are fast walking lanes and
slow walking lanes.
‘Shrt frmnts’
It’s a creative marketing and advertisment execution to keep your
attention by which the message is conveyed to you in the first 5 seconds
and by which you see the brand all the time.
http://slowalk.tistory.com/1912

The on-demand experience
Why are companies like Uber very popular and succesfull nowadays?
 Today we find ourselves in an on-demand era where people want everything to be very easy,
fast, personalized and especially whenever and wherever they want it to be. Next to that, people
wants that it’s not too expensive and that it’s delivered at their door step.
 The physical tash button is a button that you have to press which than automatically orders the
product.
Let’s get Phygital
You have to wait 4 min for your coffee at Starbucks and they even did develop an app where you can
order and pay before you are at the shop/bar so the 4 minutes are reduced to 10 seconds.A lot of
people might think it’s too much but this is how you have to target the youngest generation in order
to be succesfull.

Conclusion PART 1
Anything that cuts costs will stay but we don’t want to make time anymore to do things that we
didn’t choose or we don’t want to do ourselves. It’s important to know that the NXT Gen influences
the other generations because they have to adapt to them if they want to stay in touch for example
with their children or grand children. Other generations just don’t have another choice than to
adapt.
http://www.brandingmagazine.co
m/2013/08/29/tips-on-targeting-
generation-z/

PART 2: Dreaming of a better society
Who is most in favor of gender equality?
The ‘Baby boomers’ pay more attention to gender equality and very surprising for everybody is that
the people who pay the least attention to gender inequality are the youngest people.
 An example is where Brad Pitt and Angelina Jolie have a kid Shilo (girl) who preferred to be a boy
so they changed the name to John.All this is possible nowadays while during the time of the ‘Baby
boomers’ this would have been impossible
This makes us conclude that it’s all about the perception of the society e.g. Miley Cyrus saying
that gender is fluent. Another example is when last summer (2015) hipster boys started wearing the
“boyfriend jeans” which are actually pants for girls.
 More and more clothing is ‘unisex’ nowadays.

Traditional part of society
Disney is a very traditional brand (e.g. beautiful women cleaning the house and cooking, rich guys drive nice
cars or nice horses…)
 In 2009 they changed this traditional approach with a new movie: princess & the frog
 In 2013 there was Frozen which is the best sold movie of Disney ever about female bonding
Conclusion? Society is changing and becoming more female!
 Barbie created the ‘Barbie entrepreneur’ targeting 5-7-year-old girls.They did this by creating a flow chart to
explain to the kids what an entrepreneur is.They all did this because Barbie was still very traditional towards
women (cooking, cleaning…) and this made them lose a lot of market share.
 Now the brand behind Barbie produces new figures (female super figures) because they noticed that the
traditional approach isn’t succesful anymore

Procter & Gamble “Like a Girl” campaign
Procter & Gamble copied the Dove campaign released by Unilever who is their largest
competitor.With the “Like a Girl” campaign they put the emphasis on the fact that girls are
more than just the ones that clean, cook and look after the animals.
Who’s most concerned about health problems, virus outbreaks and global problems?
The youngest ‘Gen Z’ generation is.
Terrorism is one of the first things people would change if they were a world leader
 Economic crisis is second
 Global warming is third
The youngest people are really willing to change global warming, racism and so much more by being
more aware of everything that happens around them. Nowadays, many brands are starting to recycle
collected plastics for example G-star who is making jeans out of it.
Fact: Young kid of 17 years old found a method to clean the oceans (40% less waste by 2020)

I’ve made it
Gen X are people who made it in life (driving a nice car etc.)
We’ve made it
Millennials want to create collectivism because they want to reach things together (e.g. Flash Mobs)
I’ve made it (= ME-CONOMY)
Gen Z wants to create the things themselves leading to a hyper-customization market where co-
makership is a way of targeting consumers (e.g. Lays). Now brands often even create hyper-personalized
bags (personal picture on the bag) for Gen Z consumers
 Oreo also allow customers to personalize their packaging for $5 extra and Purina let’s you personalize
the nutrition-plan of your dog which is than delivered at your home with the picture and name of your
dog on it.
 Minecraft is very popular with young children because they can create their own world/space
I can’t
Nowadays, imperfections are the new perfections e.g. Craft Foods who spent 2 years to adapt their
machines so that they could cut the meat in such a way that it looks like you’ve cut it yourself
 New Nike campaign where they not only focus on perfection anymore (“just do it”)

My reflection (Who’s next up)
If I take a look back at this seminar, I can say for myself that it taught me a lot of new things and it
really surprised me how important the role of the different generations is regarding marketing. I had
never thought about it like that but after following this seminar, it totally makes sense too me. I was
really curious about attending this seminar because it was recommended and postponed a few times
but it really didn’t let me down. Since I’m busy with my own start-up too, it made me aware of some
important factors I have to take into account when targeting my customers, who are situated in Gen Z.
From now on, I will be able to take a look at marketing from another perspective than the traditional
one. In my opinion, this seminar was also really relevant because he was often going deeper into
aspects related to digital marketing and since we are living in a digital era, this is very useful. For me, it
was also very positive that the made and brought a very concrete and ‘efficient’ presentation with
which everything was clear without talking for 2 hours. In general, for me it was a great experience to
hear more about cross-generational marketing.

When digital becomes human
StevenVan Belleghem – 26/04/’16 – A4 at Kantienberg Artevelde – 15u-16u
Own research on the topic:
■ StevenVan Belleghem its book and seminar will be about the urgent need for an extreme
transformation of the customer relationship.
■ We in a world of self service, big data, customer automation and the integration of the online
& offline world. If your organization fails to implement the digital relation, your future
becomes very uncertain. Succeeding in the digital transformation will not be enough.As a
consequence of the digital evolution, there is also a need for the human transformation of
your customer relationship.
■ Thinking about the role of humans versus machines, thinking about the role of the warm
human touch and considering the power to connect people with people, are the key
challenges in this domain.
■ Source: on 26/04/2016, retrieved from http://stevenvanbelleghem.com/books

■ StevenVan Belleghem is an expert in customer focus in a digital world. He is a
popular speaker at home and abroad. Steven takes his audience on a journey to
the world of modern customer relationships in a clever, enthusiastic and inspiring
way.
■ Steven is the author of three bestselling books. He became known for his first
book,The Conversation Manager. He also wroteThe Conversation Company and
his most recent book,When Digital Becomes Human. When Digital Becomes
Human received the award of 'Best Marketing Book of 2015'.
■ He is a partner in consultancy firm Nexxworks, co-founder of Zembro and the co-
founder of content creation company Snackbytes. He spent the first 12 years of his
career as a consultant and managing partner of the innovative market research
company InSites Consulting. During that time, the company grew from 8 to 130
staff with offices in 5 countries. Steven is also a part-time marketing professor at
Vlerick Business School.
■ Source: on 26/04/2016, retrieved from http://stevenvanbelleghem.com/about

Humans are becoming digital
If you didn’t buy a technological tool in the latest 3 months, you are not a part of today’s society.
The adoption curve is getting shorter and shorter
The story of WhatsApp
The owner of whatsapp wasn’t good enough for Facebook. This disappointment gave the founder
of WhatsApp the strength to develop the application. Afterwards, Mark zuckerburg bought the
Whatsapp concept and offered him a job within Facebook. At that moment they told he was crazy
but nowadays everybody understands why he did it.
Machine learning or deep learning
Machine learning means that you don’t program the computer anymore but you give them an
assignment and within 15 minutes it broke the best performance did by a person.
Deeping mind was acquired by Google and made all that self-learns e.g. The first arcade game:
SpaceInvader

Self-driving car & driverless trucks
An example is Uber who plans for driverless cars and they
hire hacking and robotics experts. Uber is not only a taxi app
anymore, they want every car in the world to be an Uber car.
The only thing they need to do to achieve that is removing
the most expensive thing of the car and that’s the driver.
They want to kick out the drivers so they can conquer the
world in a cheap way.
Tesla has the most advanced self-driving software – the
automatic pilot – that can just be downloaded within the
existing cars. The problem with this is that they are too safe
currently. We Europeans always see problems and ask typical
European questions. We want to have danger in traffic so we
are going to hate these self-driving technologies.
Quote: “All these self-driving things will improve the speed of
life”

Everything gets digital
- 56% of Zalando its sales is done via mobile.
 In the next years, the offline world will be completely digitalized.
Customer relationships and services
There is more and more evolvement to real time and pro active customer service. E.g. Smart
Central Heating systems will announce failures in its performance or system.
What is the consequence of the digital transformation?
The human transformation: human connection becomes scarce nowadays e.g. the human
people are the premium service in a bank and the technology is standard  when the balance
between human and technology will be good  digital becomes human leading to extreme
customer centrality.

There are 4 pillars to describe new and strong customer relationships
1. Convenience is the new loyalty
• Booking.com  it’s very easy, you can cancel up to 24 hours, there are fantastic filters and it’s
cheap but the question is, are people in love with ‘booking.com’? No, if there is a cheaper
or better solution they will switch over night
• You have to make stuff that works
• It has to be fast easy and fun, simplicity is key
• E.g. Amazon developed push buttons which you have to press, the product is then directly put in
your cart and is delivered 1 hour later.
• E.g. Model 3 byTesla, it’s so simple to buy it online  they sold 375 000 pieces in 3 days.
Simplicity is one of their key drivers

2. One size fits none:
• The segmentation people or businesses are doing with a lot of people and they say that a lot of
people are the same and we should now it’s not true => eventually, everybody is different.
• Segmentation: you generalize a certain group
3. Contextual understanding:
• YoukuTouda  can be compared toYoutube & Netflix in one.
The reason why Amazon bought this company is DATA, imagine what you could do with
the data retrieved from theYoukuTouda platform.
• Onefootball  the only thing they ask is which team is your favorite one and based on that data,
they can offer you the perfect products on the perfect moments, E.g. when your favorite player
scores, they will offer you a shirt of him at a small discount.
 All about understanding the customer’s context

3. Boundless experiences:
• Time/place doesn’t matter anymore in business
• People don’t want to do a lot anymore and want life to be made as easy as possible
• Samsung, Uber, Cyanogen are all companies that perfectly play with this aspect.
The combination of these 4 pillars are what he thinks that make the difference in the digital
world.

Example of a digital innovation where the 4 pillars perfectly come together:
• Disney world  you receive a bracelet that does everything for you. Entering the park,
entering your hotel and your way of paying all in one bracelet. They are ‘magic money’
makers because people with the bracelet spend 30% more than people without.
• Shopping, eating, making reservations etc… everything is automated with the bracelet.
PROBLEM?
One negative aspect coming from the world of automation is that the level of customer
expectation keeps increasing and will keep increasing without stopping.

VERY IMPORTANT: there are 3 areas where we can make a difference as humans
• EMPATHY
• PASSION
• CREATIVITY
 The more digital the world becomes, the more scare these three areas become
• We must make sure that everybody knows that the human part makes a difference
 Computers personalize it, humans make it personal
 Computers predict, humans surprise
 Computers deliver, humans over-deliver
• QUOTE: “Give your human employees a guideline but don’t give them a script, this will make
them go for the extra mile”.

CONCLUSION
humans are not equal to computers, they both have their pros and cons but humans will make the
difference in the future. Let computers do the operational work and let humans work on the
emotional part. E.g. Pharmacy robot picks medicines, pharmacist works on customer relations

My reflection on this seminar
In my opinion, this was the best seminar I have been following. Next
to the fact that he really tries to teach his audience in a convincing
way, I really liked his way of presenting the subject. For me, it’s not
my main interest but still I was following everything he said closely
from the first until the last minute of the seminar. It was a great
experience for me to be introduced to the digital world from another
perspective and learn about the importance of technologies and
data. For me, the part where he was putting an emphasis on the fact
that humans will still make the difference in the future was my
favorite part, I learned about the ideal balance between a human’s
capacities and technologies. After the seminar, I kept thinking about
everyhting he said which allowed me to keep learning about the
subject long after the seminar.

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