Growing in a challenger market Realising brand growth as a challenger in the market can be difficult. You want to realise a constant growth and you want it to be long-term. This brings us to Leonoor van den Bogaard, Manager Marketing & Communication and Jorrit Pijlman, Marketing Director, at Energiedirect.nl. Jorrit: “We’re a challenger brand…
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Creating fans through brand growth in the music video industry Music videos are everywhere: we “see” music on smart TV’s, in clubs, on airplanes or at the center of the party. Music consumption across all demographics has developed to music video consumption. Music video service XITE caters to this broad audience, with the focus of…
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Danja Lekkerkerk is Manager Marketing & Communication at both D-reizen and VakantieXperts. What is the most important ingredient for growth? Sales in terms of number of sales and revenue is the most important KPI that is used by Danja to measure success and brand growth. This is not a standalone KPI because it is an…
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Erik-Jan Gelink, number 11 in this year’s top 100 marketeers, is the Chief Commercial Officer at Transavia and has a broad responsibility such as scheduling, network planning, revenue/yield management, direct (online) sales, indirect sales via tour operators, customer service, branding and all marketing, communications and campaigning. Transavia is part of KLM but can operate independently…
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What drives Renault toward Brand Growth? When it comes to buying cars, what drives the consumer to get a specific model or brand? Is it drivability, value for money, quality? According to Jos van den Bergh, Manager Marketing Communication for Renault, it’s all about design for the French car manufacturer. “Design is the main reason…
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Caroline van Turennout & Michiel Rijshouwer – Zeeman Caroline van Turennout is Manager Marketing & Communication Europe at Zeeman, responsible for the Zeeman brand, its marketing activities and the communication for the 1290 stores in 7 European countries. As well as Caroline, Michiel Rijshouwer also participated in this interview; as the Managing Director of branding…
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Peijnenburg on brand growth: Media is a way to build the necessary memory structures! At Royal Peijnenburg we had the pleasure to speak to Rene Groen, General Manager and Jeroen Harks, Marketing & Category Manager. Rene and Jeroen have a local mandate and they work close together with the Belgian headquarters. They do however determine…
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Jolanda Ravenek is Manager Marketing Communications in the Dutch energy market for not only Eneco, but also for Oxxio, Woonenergie and Toon. Jolanda is responsible for all client communication, marketing, PR, loyalty, and campaigns. What are your main KPI’s for growing your brand? The most important of all KPI’s is churn, according to…
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Esther Oostrom is Manager Communications & Content at the department Marketing Particulier of Aegon Netherlands. She is responsible for content campaigns, creation and media. Aegon is one of the world’s leading providers of life insurance, pensions, mortgages and asset management. The Dutch roots date back to 1844. Today, Aegon has operations in over 20 countries,…
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Nicolas van Bekkum is Commercial Director of FarmCamps and is responsible for sales, marketing and ICT. FarmCamps is a Dutch travel organization, providing luxurious glamping holidays at Dutch farms. The first question is about the main KPI’s for growing your brand. What are these for FarmCamps? Nicolas is clear on that: “More satisfied customers! Everything…
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