Alfred Verhoeven is in the final phase of his PhD research Marketing the Rainbow. He previously published Get woke, go broke , Storytelling & the LGBT+ consumer: 4 inspiring cases , Netflix: target group segmentation or pinkwashing and Forbidden Fruits: the (gay) advertisements that did not go unnoticed . Give […]
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However, we can limit the options to acceptable numbers. Segments are accessible if approached in a smart and credible way. The target segment is large enough to be profitable. There is a lot of noise here, but even with conservative. Does it respond to a market stimulus in the same […]
However, studies show, among other things. That gays and lesbians are strongly influenced. Whether or not (!) to do their best to find a product or to purchase services. Depending on the image projected and the representation used. Given in the brand’s advertisements. Respond in the same wayWith the constant […]
With LGBT people there are more or less physical places where you can find them relatively easily, such as catering, associations, and also the readers or visitors of certain media, magazines, websites, events. 5. Segment is big enough to be profitable segment not big enough The size of the market […]
Expert Bob Witeck says: “When you promote gay people, you also reach their family, neighbors, colleagues, friends… I call this the PFLAG effect”, referring to the advocacy group. Of Lesbians and Gays and now simply operates under. the abbreviation PFLAG. Millennials, as the most free-thinking generation ever, play an important […]
Billion in the US (for the Netherlands, the estimates are not based on such erroneous assumptions). But where does that 10% come from and is it correct? Measurable segments For starters, sexual orientation is not easy to measure. Data is relatively rare and the LGBT population may be reluctant. To […]
WHY would you approach the gay consumer differently – or at least separately? Because: Being different people you wouldn’t reach otherwise? They live in different places, just read different magazines and watch separate TV shows? Do they also have a different spending pattern? In my consumer survey among more than […]
From. The report warns: “Gay consumers have different characteristics. Being gay can influence their purchasing decisions, but it doesn’t. Mean that every gay consumer is the same. They added a very important condition: They may not all buy the same products, but they can and will boycott a company they […]
These are essentially interesting conclusions that belong to the theorems in my dissertation. 1. Homogeneity within the segment The most obvious factor connecting gay consumers is their sexual identity. Marketing – or at least much of it – doesn’t look at that aspect of a consumer. Leaving aside the casual […]
In the battle to find more customers and make more profit. Companies have defined new market segments that they believe deserve special attention. One of those segments seems to be the LGBT consumer. But is that a target group that falls within the rules? According to the marketing booklet, there […]
The massclusivity approach is more in line with the sneaker business. Photo of sneakers that have become more expensive. Stockx – sneaker resell-website bron: Stockx.com. Now you may be wondering ‘can I do this trick for my fire too?’ It depends on. It largely depends on the nature of the […]
Opposite this are the 17-year-old ‘professional’ resellers who purely for the money try to score as many hyped pairs as possible. They often do not shy away from using bots for an unfair advantage in draws. Resell-platformen Screenshot of an app group about sneakers. ‘In-it-for-the-money’ resellers Bron: Screenshot uit appgroep […]
Before corona, the exclusive sneakers were often sold in. Limited edition, at a select number of retailers. This regularly resulted in long lines that started 3 days before the release. Nowadays* you can only buy coveted performances online, often through a lottery system. You sign up for a so-called ‘raffle’. […]
Since my entry into this group, with no fewer than 220 participants, I am daily amazed at the degree of friendliness and helpfulness among the members. Beautifully expressed in jargon with ‘a high award level’. Hypebuilding Nike let you know early on that a limited pair is on the shelves. […]
Collabs from Nike and for example artist Piet Parra , Kanye West or the Japanese fashion store Atmos are instant hits. The most recent example is the hype surrounding the Patta Waves pack. With the release of the first iteration, the Patta x Nike Air Max 1 ‘Monarch’, the next […]
Screenshot of the sneaker account @air_beau23 on Instagram. Source: air_beau23 on Instagram. B For many collectors it is an art to post beautiful photos themselves in which their shoes play the leading role. The number of followers of these accounts can reach into the hundreds of thousands. Sneaker giants reach […]
As a sneaker enthusiast and PR consultant, I admire companies like Nike, who have turned free exposure around their crazy sneakers into art. In this article I will not go into the classic Nike commercials, advertisements and sponsorship activities. I immerse myself in the sneaker scene and try to understand […]
Adaptability for structural growth Flexibility and experimentation. Are important if you want to position yourself in a world that is constantly changing. Blokker has proven how they have been able to achieve the most profit within the development of new products and services with a growth mindset. If you are […]
In 2016, Sex in the Blokker, oops City, with Sarah Jessica Parker in commercials. Now the focus is on a hybrid channel strategy and especially an agile marketing method. Who is Martin van Velzen? Martin van Velzen is the Director Marketing & E-commerce at Blokker. As a true retail marketer […]
An integrative review and theoretical framework. Global Environmental Change, 29, 127–138. doi:10.1016/j.gloenvcha.2014.09.004 A push in the right direction Moral compensatory behavior can therefore be prevented by responding to the urge for a ‘consistent reputation’ towards the outside world. It’s about influencing behavior. Influencing has long played an important role in […]
Challenges to savings and health policies in the Netherlands. De Economist, 158(2), 101-122. Lacasse, K. Strengthening positive spillover by connecting pro-environmental behaviors to an “environmentalist” label. J. Environ. Psychol. 48, 149–158 (2016). Maki, A., Carrico, A. R., Raimi, K. T., Truelove, H. B., Araujo, B., & Yeung, K. L. (2019). […]
Photo with two sustainable actions. Foot-in-the-door technique (FITD) A second way to reduce the moral. Licensing effect is to link a green action to people’s own identity . We also want to remain consistent with ourselves. You can respond to this by linking good behavior to people’s standards and values. […]
How can we ensure that no moral compensatory behavior occurs. But that a first action for the climate leads to new actions?’ Ways to avoid moral compensatory behavior There are various ways in which we can counter moral self-licensing and actually enhance positive spillover effects. First of all, we can […]
You do not drive a car and therefore think it is fine that you regularly make air travel. In a sustainable clothing store you buy extra T-shirts. That you don’t actually need, because you feel so good about buying things in a sustainable store. You might recognize yourself in these […]
We can combat climate change with our own behaviour. The national government is therefore trying to encourage citizens to take action themselves and to become more sustainable. The ‘everyone is doing what’ campaign is a good example of this. The idea behind this campaign is: if we all take a […]
capacity and digital maturity. Rather choose one or two themes for the coming six months. Make these your spearheads for 2022 and link concrete, achievable KPIs to them. Getting ready for the cookieless era? It is expected that third-party cookies will no longer be allowed by 2023, resulting in the […]
I have therefore stayed away from terms such as AI, growth hacking, influencer marketing and many other well-known ‘trends’ from the past five years. Personalization and marketing automation is not something new in 2022. It is something that will continue to develop. If you haven’t boarded the personalization train in […]
