Are you a WHITE belt or BLACK belt Marketer ? [slides], via @davidmerzel’s BLOG

Discover a new approach based on my own experience as marketer and in martial art.

Thanks to this innovative approach, I’ve been nominated Marketer of the Year. Just Click here_below to access the voting page.

Vote for Me on


The spirit in Close Contact Marketing is basic: Treating your consumer with respect is the best way to win their heart.

Applying the Close Contact Marketing technical I have developed within my team has been very succesful, for the launch of Kinect in Belgium.

I want to share with you the approach that leads Belgium to be that successful.

The close contact Marketing is based on the following belief: once you convince the consumer, he becomes your best ambassador.

Close contact marketing has its roots in eastern values of the martial arts such as karate: respect and direct involvement are part of it.
Its six rules are symbolized by belts of the sport that I practice so much.

Let me introduce these to you:

  • Rule #1 : Engage Personally

Involve yourself personally as a Marketeer. Make your hands dirty, talk, surf, have a dialogue with journalists, retailers, consumers and colleagues. This rule seems obvious. Those who experienced it know it’s not.

For the launch of Kinect, we decided to invite journalists, retailers, consumers and bloggers to come and test this new stuff in a friendly atmosphere. The Kinect Loft has been created to enhance the networking with influencers.

  •  Rule #2 : Trying is Believing.

Set up an authentic, winsome experience on your products.

More than seven thousand people tried out the Kinect, including the Kinect Loft (see below in the slide share the LOFT)  in Brussels, as the device was not launched yet.

  • Rule #3 : Invite Influencers Generously

Take the time to discuss with influencers as they carry on your message.

Journalists, bloggers, retails partners deliver your message to an audience. The Kinect Loft has been on its way, in a mobile version, within the retail field and events for consumers. The commitment level was so high; the content was shared on Facebook, Twitter and over 350 blogs in Belgium.

  • Rule #4 : Enchant the Masses

Find the best way to enchant the audience, focusing on spending that much money on advertising .

In Belgium, Kinect has spread its words in more than 36 newspapers and magazines, 6 radio show s, 18 TV shows .

  • Rule #5 : Share Close Contact Marketing

I share my passion for marketing, social media , new technologies

I’m having a leadership position throughout a blog who made more than one hundred thousand visits over the past year. Thanks to the comments on the blog and on social networks, I’m aware of the reactions of the target audience. The key audience at the Kinect launching was families and the most important move was to keep a strong image towards the communities of players within our core audiences. I have shared my passion and vision of marketing in universities (ULB, VUB, IHECS, KDG Antwerp, KH Leuven) and professional organizations (BMMA, IAB, BetaGroup). I met by then more than two thousand people that year and I really enjoyed that !

  • Rule #6 : Improve Society

The boundaries of your job are not settled by your products, as a Marketeer you obviously have a role to play in society.

With the help of Fishing Cactus, a Belgian company based in Mons, and the Erasme Hospital, Microsoft has developed revalidation softwares for the Kinect platform for people suffering from brain damage. Kinect gives the patients the ability of visualize daily tasks, and teaches them how to improve their lives . As a candidate of Marketeer of the year, I know that less is more.

You can learn more from this approach here-below.

You Feedback is Welcome !


14 thoughts on “Are you a WHITE belt or BLACK belt Marketer ? [slides], via @davidmerzel’s BLOG

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  3. Pingback: Vote for David Merzel, Marketer of the YEAR 2011, via @davidmerzel’s BLOG « David Merzel's BLOG

  4. Pingback: Stem voor David Merzel als Marketeer van het Jaar 2011, via @davidmerzel’s BLOG « David Merzel's BLOG

  5. This is a great article. I’ve been looking for more quality content that I could use for an ebook I’m writing on Social Business Marketing. If you don’t mind I would like to use this article as content for an ebook on writing on that subjec. I will make sure I keep it the same and will show you as the author and include any links that you may have in the article. Thanks so much and I enjoyed the article.

    I would like to recommend an ebook that I purchased for $47 that gives an in depth step-by-step format for using Facebook fan pages to promote my business and websites. The ebook packgage also includes fan page templates that worked great. It really helped me get a lot of targeted traffic back to my business websites. You may want to take a look.

  6. Pingback: What’s the Future of Marketing ? [Lecture - 9th Nov - 8 PM - Gaggarin Brussels] « David Merzel's BLOG

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  8. Pingback: Marketing 2.0 : Are you a white belt or black belt Master ? | David Merzel's BLOG

  9. I was present yesterday for your interesting presentation “Marketing 2.0: Are you a white belt or a black belt master ?”

    Just for the fun look at this VDO that shows a new utilisation of cows
    I hope you will like it 😉

    @jeanverschure on twitter

  10. Pingback: Are you white or Black Belt for your Personal Branding ? « David Merzel's BLOG

  11. Pingback: Top 10 Personal Branding Quotes from People Who Made It, via @davidmerzel’s BLOG « David Merzel's BLOG

  12. Pingback: Leave your Comfort Zone / Sortir de sa Zone de Confort … [Trends Tendance] « David Merzel's BLOG

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