Cavemen speak. the revival of the hippie & the need for back to-basics marketing - part 2

Is there more at stake than just some three-huggers? Yes. It’s about hippies acting in an open market space. They don’t bother that much yet.

Neo-hippies get what they need from each other. They are autonomous but connected. They are tech-savvy and deploy tech in their advantage. Everything they do has a purpose.

THE NEO-HIPPIE

REVIVAL OF HIPPIE IDEALISTS THAT SAVE TIME & MONEY AT THE SAME TIME?

HIPPIE REVIVAL WHAT STRUCTURES DEMONSTRATE THE HIPPIE REVIVAL?

EXAMPLE HIPPIE REVIVALS FOR •  Politics: Occupy Movement, Moveon.org, Shame (BE), Arab spring, … •  Ecology & Environment: Greenpeace, Tesla Motors, Windmills, … •  Education: collaborative learning, P2P learning, textbook rental, … •  Economy: the rise of the fluid freelance network organization, … •  Mobility & Transport: P2P Car rent, P2P Parking, P2P Taxi, … •  Home, hotel & travel: AirBNB, couch surfing, shared farms, Gidsy, … •  Money & finance: crowd funding, P2P lending, collaborative banks, … •  Journalism: blogger as journalist, crowd funded journalism, … •  Fashion: swapping, hippieshop.com, fashion rental, … •  Healthcare & Pharmaceuticals: crowd doctor, herbal •  Culture: the maker-movement, DIY, … •  Many more: but you get the point…

HIPPIE REVIVAL / POLITICS OCCUPY: Global Movement.

HIPPIE REVIVAL / ECOLOGY Ecology is a theme for all of us. Not only Greenpeace. What about collective energy purchases being on the rise?

HIPPIE REVIVAL / EDUCATION P2P & Collaborative, bypassing institutions… quite hippie!

HIPPIE REVIVAL / MOBILITY You don’t need to own. Accessibility is good enough.

HIPPIE REVIVAL / TRAVEL Go on holidays in a hippie way: cheap, social, …

HIPPIE REVIVAL / FINANCE Hippie finance: collaborative & P2P

HIPPIE REVIVAL / JOURNALISM Crowd funded & close to readers, experiment in Belgium.

HIPPIE REVIVAL / FASHION Swapping …

HIPPIE REVIVAL / DIY SQUARED The Maker Movement…. Convinced about the hippie revival trend by now?

HIPPIE REVIVAL A TREND YOU CANNOT DENY.

HOW MAY ORGANIZATIONS ACT ON THIS TREND?

FIGHT THOSE DAMN HIPPIES IS PROBABLY WHAT YOU THINK YOU SHOULD DO…

… I SUGGEST TO JOIN & FACILITATE THE MOVEMENT …

… LET’S MAKE THIS WORLD A BETTER PLACE!

MAKE LOVE NOT WAR!

People are no longer passive consumers. They are empowered. They get what they need from each other. They are becoming an industry: empowered by tech (social, mobile, IoT) and self-organizing. If you want to be successful as an organization, you need to align with this “revival of the hippie” trend.

BACK-2-BASICS MARKETING

B2B MARKETING B2B STANDS FOR BACK-TO-BASICS, BECAUSE ANYWAY B2B AND B2C ARE IRRELEVANT TERMS. IT’S ALL ABOUT PEER TO PEER, PEOPLE TO PEOPLE, HUMAN TO HUMAN, HIPPIE TO HIPPIE.

BACK 2 BASICS MARKETING IS YOUR ANSWER.

Hippies, hate them or love them, but they are great people. They’ll always do good for their environments (people, planet, …). In short: they are pretty much still thinking and acting like cave men. In order to be a hippie, be a cave men. With all respect!

CORPORATE HIPPIES

Back-to-Basics on all 4 traditional P’s CORPORATE HIPPIE MARKETING

BACK-2-BASICS MARKETING

B2B MARKETING •  Product:

•  CRAPPY PRODUCTS DON’T SURVIVE •  CO-CREATED, CO-FINANCED, COMMUNITY SELLING •  PRODUCTS AS A SERVICE (rent, subscribe, trade for other service, …) •  RE-USABLE (maybe for a different purpose) •  OPEN SOURCE, OPEN DATA PRODUCTS •  TRUSTED, VALUABLE & WITH PURPOSE •  PRODUCT USER EXPERIENCE IS KEY

•  Place: •  TECHNOLOGY ENABLES TO SHARE LOCAL & GLOBAL

•  LOCAL IS GLOBAL & GLOBAL IS LOCAL •  Price:

•  COMMUNITY GIFT (= freemium) •  USE, DON’T BUY (cfr.: product as a service)

•  Promotion: •  COMMUNICATION = CAVEMEN SPEAK.

•  Community-driven at all stages. Hard selling sucks. •  Knowing your audience (cfr.: big data insights) & it’s context to tell stories •  Service is key! Generate ambassadors.

B2B COMMUNICATION BACK-2-BASICS COMMUNICATION IS ALL ABOUT COMMUNITY, CONTENT & STORIES AT EVERY STAGE IN THE CUSTOMER JOURNEY.

LET’S SEE HOW CAVEMEN SPOKE. AND SPEAK.

In the meantime, read my back2basics marketing blog @ vermeiretim.com, follow me on Twitter @vermeiretim or connect on G+

THAT’S IT FOLKS. JOIN THE MOVEMENT. BE GOOD. STAY TUNED FOR PART 3.