HERKANSER. SYNOPSIS L.L. de Vries

Name: Loïs de Vries HERKANSER
Student number: 1635893
Specialisation: Concept Design English
Period: B
Teacher: Rob van den Idsert
Format: Mini Lecture
Titel: Behind the city walls

Motivation

Nowadays, we are more on our own. We have lost contact with each other. There is a growing number of people who feeling lonely in their own town. The city where we live in, tell us something about our identity. You probably could image a typical ‘Amsterdammer” or a typical ‘Rotterdammer’, but after those two it will be pretty difficult. Perhaps less for the residents themselves, who recognize their fellow citizens, but can hardly describe it to an outsider.

A mayor of a small town in Brabant, told me of the importance of (personal) branding. He said, the communication of the municipality is obsolete. Which make it harder to stay connected with the citizens. Municipalities need to step up the game. Invest in their concept and treat it like a brand.

Research question
How could the municipalities, use city branding to improve the 
connection with the inhabitants?

Sub questions

  1. What is the definition of city branding?
  2. How did the municipalities communicate with the inhabitants in the old days?
  3. What are the reasons why the municipality does not connect with the inhabitants
  4. Are there any successful examples of city branding in the Netherlands?
  5. What’s in it for the inhabitants?

Interesting sources

Beijers, H. U. U. B., Hagenaars, P. O. L. L. I., & Minkenberg, E. L. L. E. N. (2015). Identiteit: uitsluiten of verbinden. Utrecht, Nederland: Uitgeverij de Graaff.

Buhrs, M. I. C. H. E. L. (2016). City en gebiedsmarketing. Schiedam, Nederland: Scriptum.

City branding [Blog post]. (n.d.). Retrieved November 16, 2017, from http://www.citybranding.be

Komans, J. E. A. N.-P. I. E. R. R. E. (2008, February 3). Marketing Groningen: citymarketing in Groningen [Blog post]. Retrieved November 15, 2017, from http://www.citymarketingonline.nl/archives/19

Obbink, H. A. N. N. E. (2016, September 21). Eenzaam in de grote stad. Retrieved November 16, 2017, from https://www.trouw.nl/home/eenzaam-in-de-grote-stad~aefbbf25/

Vereniging Nederlandse Gemeenten. (2014, March 2). De breedte van de gemeentelijke communicatie in beeld. Retrieved November 16, 2017, from https://vng.nl//files/vng/publicaties/2014/20141112-verzamelboek-communicatie-www.pdf

 

During my research, I will use qualitative interviews and look at psychological theories to answer my questions. But also desk research and group discussions will be used.  

 Synopsis

More and more regions, municipalities and countries make more use of marketing and branding to attract the attention of the public. It is about looking at the concept as a product or service. Urban promotion and city marketing has been used in the Netherlands for some time. But mainly to promote the area or city to tourists, think of the Tourist Office.

From the conceptual perspective, there is a difference between city marketing and city branding. Wishes and needs of the consumer form the basis for city marketing. When we look at branding, the organization is in the lead. It’s about putting down an identity. The identity of your product or service. Formed by a chosen mission and vision. The municipality as a brand, with its own identity to inspire residents through their ideas. If the city branding is strongly positioned, it also improves the bond with the inhabitants of a city.

There is also a communication problem between the citizen and the municipality. A lot of changes over years. Social media made it easier to speak up. The municipalities have stepped in too late to the social media trend. Many municipalities are busy integrating social media into their organization. Nowadays, every single municipality in the Netherlands has an Twitteraccount, although this media channel is on its way back. The target group is used to the 24/7 service. By integrating webcare, Instagram and Facebook in a good way, you provide a low key communication platform.

There are great examples of succeed city branding, national and international. I Amsterdam, is one of these successful stories. The melted two elements together, the area and the people of Amsterdam. They made every citizen of this city an city ambassador, The Amster-dammer. A brand with a very important identity that grounds with the current identity.

 

Next week I have more interviews to do with citizen, brand experts and a mayor. This is just the beginning. Some of my sub question, need some more research like what’s in it for the inhabitants? And what kind of steps are needed to integrate city branding.

 

 

 

‘I amsterdam allows the people to voice their pride and confidence while 
expressing support and love for their city.’ (thisisnotadvertising,2012)

 

Onderzoeksvraag Melle Meijer

Name: Melle Meijer
Studentnumber: 1645212
Class: Resit
Specialisation: Concept design English
Lecture: Thijs Waardenburg
Format: Mini-lecture

Hoofdvraag:

Hoe zetten non-profitorganisaties een marketingstrategie bij reclames is?

Deelvraag 1
Wat is een non-profit organisatie?

Deelvraag 2
Wat is een marketingstrategie

Deelvraag 3
Hoe verhoudt een non-profit reclame zich tot een commerciële reclame?

Motivatie

Het doel van een non-profit reclame is heel anders dan het reclame doel van een commerciële reclame. Ze hoeven geen product of dienst te verkopen. Maar toch maken ze reclame omdat zij bijvoorbeeld donaties of donateurs nodig hebben. Ik vraag mij af hoe deze non-profit reclames in elkaar zitten en hoe zij hun doel bereiken.

 

Ben Roelfsema – Onderzoeksvraag (Herkansing)

Hoofdvraag:

Op welke manier kan ik mijzelf positioneren als beginnend webdesigner zodat ik de markt van amateur sportverenigingen kan bereiken?

Deelvragen:

  • Wat is branding/positionering?
  • Hoe positioneren concurrenten zich?
  • Hoe bereik ik de doelgroep optimaal?

Motivatie:

Op mijn zesde ben ik begonnen met voetballen bij FC Delta Sports ‘95 uit Houten en nu, 22 jaar later, ben ik nog steeds lid van een voetbalvereniging. Voetbal is mijn grootste hobby en ik ben blij dat ik met vrienden elke week op een aardig niveau kan voetballen. In het afgelopen jaar is mij opgevallen dat mijn huidige vereniging (SV Houten) een zeer verouderde website heeft. Nu lijkt dit niet per se erg bij een amateur sportvereniging maar SV Houten is een redelijk grote club met veel leden en sponsoren dus een mooie, moderne en vooral functionele website zal niet misstaan. Na wat nader onderzoek kwam ik tot het inzicht dat ontzettend veel van deze amateur sportverenigingen nog een hele oude website hebben die waarschijnlijk door een hobbyist wordt onderhouden. Het idee kwam toen in mij op om voor deze sportverenigingen nieuwe websites te gaan maken om wat bij te verdienen. Echter ben ik daar tot nog toe niet aan begonnen maar met deze cursus wil ik er graag een begin aan maken door te onderzoeken hoe ik mijzelf zo in de markt kan zetten zodat ik uiteindelijk een eigen bedrijf kan starten.

Synopsis // Is it that simple? // Larissa van Soest // Re-examination // Period A

Name: Larissa van Soest
Student number: 1667066
Specialization: Concept English / re-examination
Format: Mini lecture on video

Research question:
How is price psychology applied in the Mediamarkt web shop to influence consumer-buying behavior?

Sub questions

  • What is price psychology?
  • How does the process of purchasing decisions works?
  • What kinds of price psychological elements are applied in the Mediamarkt web shop and how affect this the consumer?
  • In which cases does a price strategy work negatively?

Is it that simple?
Neuromarketing research shows that our buying behavior is regulated by our unconscious mind. This is also the place where there is a struggle between desire and pain. What’s happening in our brain and how does the Mediamarkt respond to it on their website? Leigh Caldwell has written a great book, The Psychology of Price: How to use price to increase demand, profit and customer satisfaction, where he explains this topic.

Every business use price psychological elements to influence their consumers. But what kind of tricks does the Mediamarkt use in their web shop to influence their consumers?
I want to know the reason why they don’t use the € sign or the effect of the Mega Deals?
I will use the principles of Cialdini, the research of Wadhwa and Zhang and Monroe & Coulter, to find out.

That the Media Markt uses price psychological tricks is clear. It seems a cheap electronics store and we think we get the best deal. Unfortunately, both our own brains and the Media markt embed us. In this chapter I will explain that some of the price strategies are not that good to use, because it could have a negative effect on the consumer.

Research question // Larissa van Soest // Re-examination // Period A

Name: Larissa van Soest
Student number: 1667066
Specialization: Concept English / re-examination
Format: Mini lecture on video

Research question:
How is price psychology applied in the Mediamarkt web shop to influence consumer-buying behavior?

Sub questions
• What is price psychology?
• How does the process of purchasing decisions works?
• What kind of price psychological elements are applied in the Mediamarkt web shop and        how effect this the consumer?
• In which cases does a price strategy work negatively?

Short motivation
The subject of psychology has always been interesting to me. Especially when it in line with my education Communication and multimedia design. My previous seminar was also a subject within marketing psychology, which I found so interesting that I chose it again.  I had never heard of price psychology, so I did not know that there were many tricks to influence the consumer. The human brain is such a weird and complex system that I would like to understand how price psychology works in our minds.  I am going to do research of the Mediamarkt webshop because this is one of Europe’s largest electronics business. Because I often buy purchases online and online shopping only grows, I have chosen to investigate the web shop and not the fysical store. I am very curious how this works and how one of Europe’s largest electronics stores applies it in tehir web shop.

Sources used for orientation:

Leigh Caldwell (2012) – The Psychology of Price: How to use price to increase demand, profit and customer satisfaction

Lindstorm, M. (2008). Koop mij.

Frankwatching; Ronde of exacte prijzen: wat verkoopt het best?

Ruben de Zeeuw – Final Submission

(Dit is een post voor Ruben de Zeeuw)

Persoonlijke gegevens
Naam: Ruben de Zeeuw
Student Number: 1569795
Specialisatie: Concepting English (Resit)
Format: Docent: Rob van den Idsert

Research Question “What trends using innovations in digital media are changing the retail sector?”

Digital-Media-Innovation-Seminar

Seminar-Reflection

Seminar-Ruben-de-Zeeuw

Final Submission – Research Report

“What are the advantages for a company like Lush when engaging in existing online communities?”

Deliverables

Seminar_ResearchReport_LaurenDijkshoorn_1651647
Seminar_Reflection_LaurenDijkshoorn_1651647
DEPRESENTATIE

Survey Reactions

Lush Facebook NL BE

Survey Questions
https://docs.google.com/forms/d/e/1FAIpQLSe1z6tjH9We3P68NF0YRd5Tth0P2_zzXMUbVBRfP2BLmgY_gA/viewform?usp=sf_link

Survey overview
https://docs.google.com/forms/d/1DzGHkfAq8sIcSCXGpmE7eLs_BgoGLHI87RzlDI4nCEU/edit?usp=sharing

(if it doesn’t work, please contact me)

Final documentation – Melle Meijer – 1645212

Name: Melle Meijer
Student number: 1645212
Teacher:  Annemieke Pesch
Specialisation: Concept Design English -resit
Format: Mini-lecture
Date: 6/6/2017

Research question:
How can you keep on stimulation your creativity when you are stressed?

 

Documentation

Research rapport: MelleMeijer_1645212_research_rapport

Reflection rapport: MelleMeijer_1645212_Reflection

Presentation with notes: MelleMeijer_1645212_presentation

 

Final documentation | Jonathan Tjahjoko

Name: Jonathan Tjahjoko
Student number: 1651303
Teacher: Rob van den Idsert/Annemieke Pesch
Specialisation: E-CON
Format: Mini-lecture
Date: 6/6/2017

Research question:
How does our thoughts and opinions being influenced by fake news?

Documentation:

Research: Jonathan Tjahoko_1651303_Research_report
Reflection: Jonathan Tjahjoko_1651303_Reflection
Presentation: Jonathan_Tjahjoko_1651303_Slides