11/06/2008

[Wait Marketing] Participants of the Marketing Information Event in Rotterdam acclaimed GMI and DervalResearch's Workshop on 'Wait Marketing in Virtual Worlds'

ProfDerval_MMenti_MIE2008-2.jpg Mario Menti, GMI and Prof. Diana Derval, DervalResearch (see picture at the MIE booth) moderated a workshop at the Marketing Information Event in Rotterdam on 4th of November. The workshop 'Wait Marketing in Virtual Worlds' was acclaimed by the participants who had the opportunity to vote for the best presented and more relevant session :) Prof. Diana Derval Author of Wait Marketing President, Research Director of DervalResearch

11/01/2008

[Wait Marketing] 7mn interview of Prof. Diana Derval about Wait Marketing and Media Effectiveness by the paperJam Business Club in Luxembourg

I am happy to share with you this interview about Wait Marketing and Media Effectiveness. Many thanks to Mike Koedinger, Duncan Roberts, the paperJam team and the many marketeers attending the conference for their warm welcome in Luxembourg! I will see the winners of the workshop on Personas and customers segmentation very soon in Amsterdam :) Prof. Diana Derval Author of Wait Marketing President, Research Director of DervalResearch

08/12/2008

[Wait Marketing] Does waiting become enjoyable with KPN television on mobile phone?

Leading Dutch mobile phone services provider, KPN is massively promoting television on mobile phone with an appealing offer for less than 10 euros per month. Nokia N96 device, to be released soon, should be proposed as the ideal phone for multimedia entertainment. KPN used a very effective wait marketing campaign to launch the TV service with the catchline "Wachten woord leuk met mobielTV van KPN"* on multiple billboards at strategic waiting places, in train stations - very close to the free newspapers :)

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If the communication campaign is a success, we can question the service in itself. As reported in my book 'Wait Marketing', studies show that even in waiting situation, half of the consumers will rather do nothing - in appearance (they are probably thinking or dreaming, which is also very useful) - and are not really willing to pay for services while they are waiting (they feel like they pay for the wait!). So far, TV on mobile is successful in Japan. This is because families live together in a small apartment and the mobile phone is the only way for younger users to see interesting content. In Europe where you find more TVs than rooms in our houses, users watch TV on their mobile mainly to access 'adult' content. Let's see how many users KPN manages to convert :) Prof. Diana Derval, Author of the book 'Wait Marketing' President of DervalResearch * in English: 'Waiting becomes nice with KPN's MobileTV'

[Wait Marketing] Reaal Verzekering opens a new communication channel for Wait Marketing!

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The Dutch insurance company Reaal Verzekering uses Amsterdam's canals to practice Wait Marketing. The striking and amusing sight of a large bath with the company name on the side, complete with a pair of legs pointing into the air, drifting down the gracht is effective and entertaining, provided the company name is easily visible and it doesn’t mask the picturesque canal view. With adapted visual and colors, it is a consumer-friendly and very easy to implement guerrilla marketing coup — could this open up a new communications ‘canal’ for others as well? Prof. Diana Derval, Author of the book 'Wait Marketing', President of DervalResearch & Stephen McMullin, Research Assistant

08/11/2008

[Wait Marketing] KLM shop in Amsterdam’s Schiphol airport: The sky’s the limit for KLM’s new souvenir shop

How do you make a shop stand out in an airport? The Dutch airline, KLM, are soaring above the competition with their novel Schiphol storefront, which is modelled on the engine and partial landing-gear of one of their passenger planes.

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Whether you are a busy commuter rushing for a flight or you have a little more time to look around, there can be no missing this striking structure. Add to the store’s appearance that it only sells KLM promotional goods — model planes, branded stationary, etc — and you have the Wait Marketing way to increase your market reach :) Prof. Diana Derval, Author of the book 'Wait Marketing', President of DervalResearch & Stephen McMullin, Research Assistant

[Wait Marketing] Relais H: News vendors with mobile newsstands on Thalys platforms in Paris Gare du Nord

French news vendors Relais H are on the right track with their Wait Marketing concept of mobile newspaper stands in Paris. With all the major French newspapers available to commuters on the Thalys platforms, Relais H are not only providing a useful service, but actively promoting themselves in the process and converting customers on-the-go!

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If the idea spreads, it could mean light at the end of the tunnel for bored train travellers worldwide :) Prof. Diana Derval, Author of the book 'Wait Marketing', President of DervalResearch & Stephen McMullin, Research Assistant

01/07/2008

[Wait Marketing] Prosperous and Happy Year of the Rat 2008!

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

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Thanks to Vlad Kolarov for this cartoon :P Regards, Prof. Diana Derval, MBA President of DervalResearch, Wait Marketing Guru

12/07/2007

Wait Marketing: See in less than 3 minutes how Prof. Diana Derval inspires sales and marketing teams from San Francisco to Dubai!

10/18/2007

Wait Marketing: DervalResearch and BuzzParadise Export Wait Marketing to the US!

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. bb025322be09d3676a12b03254773fe4.jpg 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.

Read more ...

09/21/2007

Wait Marketing: Chupa Chups launches a wait marketing campaign with the very appropriate catchline "waiting sucks"

¨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 caff804bacea3a7bcac9270f69a64ae9.jpg 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

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