Wait-Marketing and Contextual Advertising

McDonalds applies Wait Marketing best practice.
In Japan, customers download eCoupons on their mobile phone while waiting in the queue.
In South Corea, they can place their order sitting at the table by pointing their mobile phone on the special menu with a RFID chipset.

If customers have to install a small application on their mobile phone, all this will soon not be needed anymore with Microsoft Surface. This interactive table will dramatically change order placement in restaurants and cafes and offer brands and consumers opportunities to interact in a very comfortable way :)

Prof. Diana Derval, MBA
Wait Marketing Guru
President of DervalResearch

Sources: McDonald's / Microsoft / Intomobile.com /

O2 equipped 100 London taxi cabs with mobile phone - Blackberry, Nokia and Samsung - and iPod rechargers.
So cabs users can take the opportunity of their ride to make sure they stay connected and reachable throughout the day. Simply genius! On top of that the carrier offered free UK calls from the O2 cabs.

Prof. Diana Derval, MBA
President of DervalResearch, Wait Marketing Guru

Your Wait Marketing blog, DervalResearch and myself, we wish you a Prosperous and Happy Year of the Rat 2008!

Thanks to Vlad Kolarov for this cartoon :P

Regards,

Prof. Diana Derval, MBA
President of DervalResearch, Wait Marketing Guru

- You know who your target customers are but you often feel like you try to approach them at the wrong moment?
- Your existing and potential customers are contacted by competitors and you need to diffentiate?

Take the 1 Day [Wait Marketing] Workshop "How to reach, convince and convert your target customers?" and boost your sales.

Who is the [Wait Marketing] Workshop intended for?
- Business Owners, Starters, Independent Professionals and Sales Managers willing to boost their sales.
- Marketing and Communications Managers (agencies or brands) in search for effective ways to optimize their acquisition and loyalty programs.

Agenda
Diana Derval, inventor of Wait Marketing, will - based on practical business cases - reveal the best practice in order to reach, convince and convert your target customers:
- Reach : communicate with your customers when they are available and more receptive = while they are waiting
- Convince : draw the attention of your customers in innovating rather in the media selection to always deliver an easy to understand and straigtht to the point message
- Convert : pick up the media that fits the best with your offering and propose your clients a free trial

The Workshop will help you build your tailored action plan in 6 steps easy to take:
1 Mission: What is the objective of your communication?
2 Means: What is the size of your budget?
3 Message: Who are your customers? Which main message do you want to deliver?
4 Moment: What is the best moment for approaching your target customers?
5 Media: Which media are available and which one are the most adapted to your offering?
6 Measurement: How to measure the return on investment of your communication?


Format
1 Day (10am- 4.30pm)

Attendees
Group of 8 participants

Location
Amsterdam (center)

Price
390 euros VAT ex.

Date
April 25, 2008

Download the details of the [Wait Marketing] 1 Day Workshop "How to reach, convince and convert your target customers?"

Read the testimonial of Tatiana de la Fuente, Gallery Director, who attended the last workshop.

To register call +31 61 824 0803 or use the webform below.

Registration Form for the [Wait Marketing] Workshop "How to reach, convince and convert your target customers?"

Last Name:
First Name:
Your Company:	Independent Professional Start-up Small Business Large Corporation Others
Company Name:
Website or Blog:
Your Role:
Your expectations for this Workshop:
How did you hear about the [Wait Marketing] Workshop?
Email:
Phone number:
When would you like to be called back?	Monday Tuesday Wednesday Thursday Friday Anyday Morning Lunch Time Afternoon Anytime

Once your registration validated, you will receive a confirmation email at the address you mentioned below. Our team will then come back to you within 48hours with more details about the Workshop.

Press Release

DervalResearch and BuzzParadise Export Wait Marketing to the US
Wait Marketing turns consumers’ waiting time into the perfect opportunity to communicate.


Amsterdam – October 18, 2007 – Marketing research firm DervalResearch, in collaboration with word-of-mouth agency BuzzParadise, today announced the U.S. release of the book “Wait Marketing: Communicate at the Right Moment at the Right Place” (240 pages), available on Amazon.com for $24.95.


With several thousand copies sold in Europe, the book explains - based on success stories such as the free newspaper Metro on public transport or the Toyota TV campaign in doctor's waiting rooms - why companies should stop bothering consumers with disruptive and expensive ads and start communicating with them when they are receptive: while they are waiting. “Wait Marketing is about finding a good place and time to communicate with people who might be receptive to what you have to say, because they have nothing better to do!” Mrs. Chandrasekar, VP and Executive Planning Director at J. Walter Thomson, www.jwt.com.

“Consumers have proved two to three times more receptive to advertising while they are waiting.” confirms Prof. Diana Derval, MBA, President of DervalResearch, inventor and guru of Wait Marketing, author of the book. “Research shows that the same TV commercial is memorized by 17% of the consumers watching it at home and by 27% of the consumers watching it in the doctor’s waiting room”. Leading brands such as M&M’s, TomTom, HP, Philips, Palm, IBM, Air Canada and Jaguar - convinced that Wait Marketing helps firms communicate in an effective, affordable and consumer-friendly way - collaborated to this practical guide.

¨Waiting Sucks¨ is the catchline of the Chupa Chups campaign implemented in Amsterdam Station, exactly were their target customers - people from all ages (yes you do not even need teeth to consume the product!)- are waiting :P


This is both a perfect summary of wait marketing foundation and a very funny implementation. What do you think?



Regards,

Prof. Diana Derval, MBA
Wait Marketing guru

Dear All,

After a visit at CTIA in San Francisco on October 25, 2007, I will be very happy to tell you all the secrets of wait marketing at the prestigious Wine&Business Club chapter in San Jose on October 26, 2007.
I hope to meet you there!
Regards,

Prof. Diana Derval, MBA
Wait Marketing guru

Registration details
October 26, 2007 in San Jose, CA from
Conference of Professor Derval on 'Wait Marketing' Together with the Wine&Business Club® chapter of San Jose
at the Silicon Valley Capital Club- event organized by Fleur de Luxe™
50 W San Fernando St. (17th floor) San Jose, CA 95113
6pm-8pm, $75 per person
Registration by phone (408) 578-9463 or email to W&BC@FleurDeLuxe.com

More about the "Wine & Business Club® "The "Wine & Business Club® " monthly events welcome Executives & Entrepreneurs around Wine tasting of great wines from a specific region of the world specially selected by Fleur de Luxe® .
In the heart of the Silicon Valley, VIPs have the opportunity to hear from top business speakers, develop their network and invite their partners and clients while sharing their passion of wine.
The "Wine & Business Club® " organizes special events featuring great wines & authentic cuisine, completely customized for your business. For more information, please visit www.fleurdeluxe.com

Next PWI networking-dinner, on 10th of September in Brussels, will be dedicated to "the Phenomenon of Wait Marketing" :)
Have a delicious meal at the luxury Hotel Amigo and learn how wait marketing can boost your business!
I hope to see you there,

Prof. Diana Derval
Wait Marketing guru



Here are the registration details
DATE: 10th SEPTEMBER 2007
TIME: 19:00-19:30 Registration and Drinks
20:00 Dinner
VENUE: Amigo Hotel, Rue de l’Amigo 1-3, 1000 Brussels
PRICE: 40 Euros for members; 55 Euros for non-members
RESERVATION: Please reserve by September 7th at 1:00 pm with events@pwi.be
Pre-registration and payment compulsory: ING 310-0707359-24.

NH Hotels implemented a very funny wait marketing campaign on Iberia Flights :)

Thanks to Nouveaujour for reporting it! I let you know as soon as I get some campaign results from NH.

Prof. Diana Derval
Wait Marketing Guru