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Although I had had a busy week, and university deadlines had been piling up on top of each other, I made sure I was able to attend the Amsterdam Commercial Night (ACN) event last week. Partially as a gesture of commitment as the MAA’s Chief Digital Marketeer, but mostly because it seemed like an event jam-packed with knowledge beneficial to me as a future marketeer! This blog post is here to tell you exactly how the event unfolded.

 Upon first entering Posthoornkerk – yes, a church – I encountered  the inevitable array of nuts, chips, crackers and free drinks: a display of the classic Dutch borrel. As I was barely on time (unsurprisingly), I had no time to enjoy these treats and had to scurry up to the main hall where the presentations were being held. I was in awe; the stage was set right beneath the church’s main spired tower you see from the outside, and the seats were lined by dimly lit, small bricked atriums that lead to the stage. 

 The main host of the night was Gijs de Beus, the strategic mastermind behind Friends & Foes: a creative agency located in Amsterdam. He opened the ACN Storytelling event with a little clip on how Friends & Foes was founded, while teaching us the basis of what storytelling is and how crucial it is for brand strategy. He paved the way for the three speakers of the night. The first speaker, Rik toe Water, represented GroupM: the world’s largest advertising media company, with subsidiaries that make beloved shows such as Love Island possible. It isn’t hard to imagine the source of GroupM’s success if all their employees have personalities and presentation skills like Rik’s. He was able to make the church echo with laughter while still remaining educational throughout his entire presentation. He provided exceptional visuals for the audience to understand the power of brand storytelling, as well as pitfalls that come with it if it isn’t done right. His take home message, repeated adamantly throughout the presentation, was to: use all platforms available, consistently engage with your consumers, scale your message, and stick to one main story.

 The second presentation took a surprising turn from the first one. Philips, represented by Dirk van der Horst, offered us an insight into their own (hi)story as game changers within the healthcare industry. We were taken back to 1891, when the three founding fathers of Philips joined forces to establish what has become a powerhouse of innovation. The presentation focused on Philip’s own success story while looking into the future at the incoming trends bound to shape the digitalisation of healthcare technology. Of course, a presentation about the healthcare industry would have been incomplete without a little side note reminding us students to take care of our  alcohol intake. Don’t get me wrong, it was greatly appreciated – but hilarious given that we were fortunate enough to have Grolsch sponsor the event’s supply of beer! 

 Following the two presentations, we had an interim break where we headed back to the borrel area to network, nibble on some snacks, and grab ourselves a bottle (or two) of Grolsch’s beer. The speakers joined too, engaging with students and divulging the companies’ secret recipes to success (or so I hope). At the borrel, Walters People – a recruitment consultancy firm operating  in major European countries – was there to help us with our LinkedIn profiles. I would like to take this opportunity to say that my LinkedIn profile was actually complimented by Walters People themselves…although they did say that my profile picture needed an update (to which I wholeheartedly agreed). After this ego boost, I went back into the main hall where I saw the opportunity to talk to the host, Gijs, and ask him what he was most looking forward to during the event.

 “I was really curious to hear the first presentation because it’s very close to what we [Friends & Foes] do, but with a slightly different take. The second presentation – yea, I know Philips intimately and have worked for them as a consultant. It’s such a complex organization, they’re going through such a profound transformation so it’s interesting to hear how story can be used in that transition. The third presentation I think is a classic example of marketing done well through the use of a story; we still need to hear it, but I’ve had a sneak peak of the presentation and I’m really curious to hear it – really excited.”

 After speaking to Gijs, and sharing his excitement, it was time for the  last company presentation of the night. Ard Bossema, Grolsch’s very own Marketing and Strategy Director, was the third presenter of the night. He kick-started his presentation with an incredible promotional video capturing the essence of the company, and continued to woo us with facts about the company that really set it apart from the rest. Did you know that Grolsch was the first beer to use a swing-top bottle cap? Me neither! Supposedly, it makes Grolsch’s beer bottle the second most famous bottle in the world – after the Coca Cola’s, that is. We were then immersed into stories of Grolsch’s explosive past. Literally speaking. Their first brewery in Enschede was destroyed by fireworks 19 years ago. Nonetheless, they made an astonishing comeback and rebuilt their brewery from scratch. Ard then dove into the company’s strategic trajectory, which included being completely transparent about how they were going to successfully entrance us, their target market, into choosing their new beer targeted to the youth. Watch out for Kornuit! 

 The evening concluded with even more drinks, nibbles, and a goody bag! By this time, everyone was way more social than during the interim break (thanks Grolsch!), and we all got together to discuss the presentations and other less important things, such as our impending workloads and unfinished theses. Overall, I’m glad I attended Amsterdam Commercial Night. I had a great time, felt productive, and left the event more equipped for my future career than I was when I came in.

By Derya Yildirim 

The online marketing industry is booming with new developments and new strategies surfacing continuously. More and more jobs are becoming available on the market every day. But how do you prepare yourself for an online marketing job? How do you make sure you stand out in the crowd of wannabe online marketeers? PANGAEA tells us more.

Immerse yourself in online marketing
You’ve read the recommended books and passed your exams. Will this be the trick in becoming the world’s best online marketeer? Probably not. Delve into the world of online marketing and gain knowledge about current trends and technologies. You can stay up to date by reading relevant blogs and journals.

online marketing_intro

Which way to go?
Online marketing is a very broad term. There’s something interesting for everyone! Perhaps you are interested in dynamic retargeting? Or do you want to let your creative mind go and work on concepting? Invent and develop new online concepts with designers, conversion specialists and online developers. Find out what your favorite discipline in online marketing is.

 

Gain relevant experienceonline marketing_work experienceNow that you know what your interests are, what’s next? Just sitting around won’t get you anywhere, so be bold! Ask an internet marketing agency to join them for day, start blogging/vlogging or launch your own website. Analyzing the statistics of your own website, is one of the best ways to learn about how people behave on the internet. You can use this experience in your motivation letter and it will definitely give you a head start during a job interview!

 

Final step: the application
Online Marketing are always looking for new talent. But what do we pay attention to?

online marketing_application

Show you’re curious and eager to learn
We are not looking for Mr. or Ms. Know-it-all. However, showing that you are seriously interested in one or more specific topics of online marketing always works. Tell about articles you’ve recently read or things you’ve learned by analyzing your website’s visitors.

Come up with creative strategic solutions
In most cases there’s not just one way to do things. Creative solutions can offer completely new insights. Therefore you don’t always have to agree with what we say. Show that you want to prove us otherwise and that you have other ideas. You can also impress us with a portfolio of things you’ve already created or accomplished.

Personal online branding
We don’t make a secret of it. We will check your Facebook page and other stuff about you that is swerving around the internet. We are online marketeers after all. If you can’t market yourself, how can you market our clients? Make sure there isn’t anything online that can hurt your reputation. You can take the safe road and protect your profile, but you can also make it public and use it in your advantage. Demonstrate your outgoing personality or share marketing-related articles to show what you are interested in.

 

I hope you gained some inspiration from these tips and feel motivated to go out there. Good luck and maybe we’ll meet one day!

Guest article by Mitchell Kruithof
Online Traffic Strategist @PANGAEA Internet Marketing

 

Image credit: YouTube and flazingo_photos via Visual Hunt

The impact of social media is mind-blowing for quite some time already. I am quite sure that you can all think of a funny or emotional Facebook post, video, request, or complaint that went viral. Within only a few hours, these statements receive loads of likes and comments, everyone having an opinion about it. So what to do when you want to grab the attention from a big audience to make a statement, even for a topic that is not social media related? Right, you involve social media to make it big and booming.  

This is exactly what ‘Foodsy’ did last month. Via Facebook, the opening of the first restaurant without staff, located in Amsterdam, was announced. Within only 14 days of online promotion, the restaurant acquired almost 1500 likes and 600 people indicated to attend the event. Even big Dutch media channels as Nu.nl, Radio 538 and Telegraaf spread the word about this noteworthy event within only 2 days. Little insights were given away by Foodsy on beforehand, because how would a restaurant function without any single employee?! Well, you just would have to do everything yourself: get your own drink, prepare your own food, clean your own table, and pay your own bill. A unique concept that created great interest and curiosity among a large audience within very little time. And then, on November 5th, it was showtime…

Foodsy

To see what really happened if you missed this campaign, you can check out the video, watched 110.000+, via this link 

Foodsy wanted to spread a message: restaurants can simply not function without staff and so the pay and working conditions of this sector have to be improved. To do so, they created a crazy but somehow credible concept and brand, which let people think, which made people curious. Above all, the marketing was mainly done by ourselves. I think they made a clear and impactful statement by creating this massive media mess.

Yvette Fransen