Speakers

Lecture 1: Prof. dr. P.C. Verhoef - Professor Marketing department University of Groningen

Peter C. Verhoef (1972) is Professor of Marketing at the Department of Marketing, Faculty of Economics and Business, University of Groningen in the Netherlands. He obtained his Ph.D. in 2001 at the School of Economics, Erasmus University Rotterdam. His research concerns customer management, customer loyalty, multi-channel issues, marketing strategy, category management, and sustainability. He has extensive teaching experience, is involved in executive teaching on customer management and is the director and founder of the Customer Insights Center, University of Groningen.

During his lecture, Peter Verhoef will discuss three interesting questions that are forming the basis of Experience Marketing and the relationship with or implementation within customer experience. As an illustration, he will present the up-to-date results of a large scale research performed within seventy top enterprises in the Netherlands.

Lecture 2: Irma Winkenius - NS

Irma Winkenius is Project Director for the Strategy and Business Development area of NS Poort. She works on the marketing concept ‘Wereldstations'. NS Poort is responsible for the development of locations, buildings and areas of the NS stations. Purpose of their strategy is to make stations into a meeting point for transport, work, education, shopping, recreation and living. The goal is the create a more easy and more pleasant journey for NS customers.

The second lecture will be a translation from the scientific aspects of the first lecture to the practice of Experience Marketing and the implementation within the customer experience. NS Poort is using several Experience Marketing oriented concepts to create an optimal customer experience and journey. Their vision and implementation of Experience Marketing and the customer experience will be demonstrated on the basis of several research results.

Lecture 3: Michel Jansen - Total Identity

Michel Jansen (1972) has been working as Senior Advisor for Total Identity since May 2009, where he is taking care of the issues surrounding Identity and Brand Development. He studied Business at the Radboud University in Nijmegen and specialized in the field of brands. He worked as a brand consultant within the Positioneringsgroep and HIGHValue. Besides being an advisor, Michel Jansen is also writer of several books and articles about brands. He published his latest book, Brand Flow, in 2009 and was nominated for the PIM Marketing Literature Price.

Within the third lecture, Jansen will discuss about how to create an optimal brand experience: how does it work? How do you bring flow into your brand? According to him, building a successful brand and thereby a unique customer experience needs a fundamentally different approach then a lot of current organizations are accustomed to.

Lecture 4: Tom Wilms - Grolsch

Tom Wilms is Brand Leader at Grolsch where his responsibility area has expanded with Brand Strategy, Brand Communication and Brand Sponsorship. He has been working on several marketing functions, such as Marketing Services, within Royal Grolsch Company since mid 2000. Wilms studied Econometrics at the University of Groningen, completed with several marketing courses and a NIMA-C course. Before he joined Grolsch, he worked at SaraLee within several Trade Marketing functions and joined ACNielsen as an Analytical Consultant.

The fourth lecture will be held around the theme: Welcome to Grolsch World! Wilms will speak about experience, impact and memory value. As a support for these themes, he will pay attention to the core strategy of Grolsch, the underlying creative idea of it and the characteristics of their customer journey.

Lecture 5: Yorick van Baarsel - Bacardi NL

Yorick van Baarsel is marketing manager of Bacardi Netherlands since March 2005. He studied Commercial Economics at the Hogeschool of Rotterdam and worked with Philip Morris as Junior Brand Manager Marlboro before he joined Bacardi NL.

Within the fifth and last lecture of the day, the vision of Bacardi NL on the theme of Experience Marketing and the relationship or implementation within the customer experience will play a central role. You will be welcomed to Bacardi’s World!