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David Merzel, Microsoft Country Manager Retail Sales Marketing Microsoft Belux

Are you a WHITE belt or BLACK belt Marketer ?

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Discover a new approach : Close Contact Marketing.

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Page 1: Are you a WHITE belt or BLACK belt Marketer ?

David Merzel, Microsoft Country Manager Retail Sales MarketingMicrosoft Belux

Page 2: Are you a WHITE belt or BLACK belt Marketer ?

2

Background & Goals

Close Contact Marketing

Results

Background & Goals

Close Contact Marketing

Results

Page 3: Are you a WHITE belt or BLACK belt Marketer ?

Pre-PC Era(1980)

PC Era(1995)

Internet Era

(2000)

Consumer Era(Today+)

Welcome to the New Consumer Era !

Connected

Informed Choice

Personalized

Anywhere, Anytime

Page 4: Are you a WHITE belt or BLACK belt Marketer ?

Welcome to the New Consumer Era !

Connected

Informed Choice

Personalized

Anywhere, Anytime

Page 5: Are you a WHITE belt or BLACK belt Marketer ?

Pre-PC Era(1980)

PC Era(1995)

Internet Era

(2000)

Consumer Era(Today+)

Welcome to the New Consumer Era !

Connected

Informed Choice

Personalized

Anywhere, Anytime

Page 6: Are you a WHITE belt or BLACK belt Marketer ?

Pre-PC Era(1980)

PC Era(1995)

Internet Era

(2000)

Consumer Era(Today+)

Welcome to the New Consumer Era !

Connected

Informed Choice

Personalized

Anywhere, Anytime

Page 7: Are you a WHITE belt or BLACK belt Marketer ?

7

What’s KINECT ?

Interface/Entertainment

Communication

Recognizes: Movements, voices, facial expressions

Games

Launch : 11 Nov 2010

Page 8: Are you a WHITE belt or BLACK belt Marketer ?

8

What were the Marketing Objectives ?

Grow CORE

AudienceExpansion

Transform Entertainme

nt

Awareness

Trial Engagement

Page 9: Are you a WHITE belt or BLACK belt Marketer ?

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Background & Goals

Close Contact Marketing

Results

Background & Goals

Close Contact Marketing

Results

Page 10: Are you a WHITE belt or BLACK belt Marketer ?
Page 11: Are you a WHITE belt or BLACK belt Marketer ?

Retail demo tour on MSN Kinect mini site, uploads user generated

content MSN and Facebook

TV/Online Campaign – PR Campaign

Press, Partners, Consumers, Retail, Rsp, Early adaptors, employees

(Trail/demo/training)

Kinect : Marketing Tactics

Awareness Trial Engagement

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Kinect Loft, The Big Idea for Kinect.

Awareness

Trial Engagement

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Kinect Loft, The Big Idea for Kinect.

Awareness

Trial Engagement

Page 14: Are you a WHITE belt or BLACK belt Marketer ?

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Kinect Loft, The Big Idea for Kinect.

Awareness

Trial Engagement

Page 15: Are you a WHITE belt or BLACK belt Marketer ?

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Kinect Loft, The Big Idea for Kinect.

Awareness

Trial Engagement

Page 16: Are you a WHITE belt or BLACK belt Marketer ?

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Kinect Loft, The Big Idea for Kinect.

Awareness

Trial Engagement

Page 17: Are you a WHITE belt or BLACK belt Marketer ?

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Kinect Loft, The Big Idea for Kinect.

Awareness

Trial Engagement

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

Page 22: Are you a WHITE belt or BLACK belt Marketer ?

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Kinect Loft, The Big Idea for Kinect.

Page 23: Are you a WHITE belt or BLACK belt Marketer ?

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Kinect Loft, The Big Idea for Kinect.

Page 24: Are you a WHITE belt or BLACK belt Marketer ?

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Kinect Loft, The Big Idea for Kinect.

Page 25: Are you a WHITE belt or BLACK belt Marketer ?

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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Kinect Loft, The Big Idea for Kinect.

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Keep it simple, social, and FUN

The Experience in the LOFT

Trial, Trial, Trial2 31

Make it visual, make it viral3Engagement & EnchantmentMemorable Experience4

Page 29: Are you a WHITE belt or BLACK belt Marketer ?

Retail: In May week 19/20, we will have national momentum in Belgium with Kinect as incentive

Retail: In May week 19/20, we will have national momentum in Belgium with Kinect as incentive- Nationale introductie campagne in Belgie.

- Big Bang at shop floor in ca. 700 grotere winkels via Displays, Totems, Info Points, ...

- Actie ondersteund via TV tag-on (ca. 250 GRP‘s) en online bannering. - Tik unieke wincode van de can in op www.rexona.be en kijk of u één van de X Kinects heeft gewonnen.

Activatie ondersteund met TV

tag-on, website, Yunomi

Mara Improve, shorten

content with support from

Hans

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ImproveSociety

Drive Local Innovation

Education

Vitality

Health

Improve Society.

Page 33: Are you a WHITE belt or BLACK belt Marketer ?

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Background & Goals

Close Contact Marketing

Results

Background & Goals

Close Contact Marketing

Results

Page 34: Are you a WHITE belt or BLACK belt Marketer ?

4 months since launchOUR BIGGEST YEAR

EVER

Page 35: Are you a WHITE belt or BLACK belt Marketer ?

Innovative & Creative Approach

Page 36: Are you a WHITE belt or BLACK belt Marketer ?

Belgium

N°1 Worlwide

Top Sub of the YEAR

Page 37: Are you a WHITE belt or BLACK belt Marketer ?

David MerzelThank YOU !