We completed our last day of study at InHolland University in Harlem, Holland. Our morning lecture was given by Professor Peter Horsselenberg, on Experience Marketing. The presentation referenced the value of this cutting edge type of marketing which was so expertly demonstrated at the Heineken Experience. The idea is to stimulate all five senses to create a memory of the brand with the consumer for future reference. We are bombarded with thousands of messages daily, and creating an “experience” for the consumer is a valuable differentiating factor.
The afternoon lecture was on Customer Relation Management and Consumer Behavior, by Professor Annelis de Bruine, a Dutch woman who is passionate about her homeland and delivered a thought provoking presentation on European trends as related to beer and wine consumption. It included the many variables to consider when conducting and evaluating market research for our projects, as well as how traditions, trends, geography, etc. influence consumer behavior.
It is early evening, the sun is setting; I am sitting at a waterfront café at Amsterdam’s NDSM wharf where the ferry comes and goes like clockwork on the half hour. The “Bananderij” building is part of the shipbuilding history in Amsterdam. It was formerly an assembly hall and canteen of the NDSM-wharf before it went bankrupt and shut down in the 70’s. There is a mild breeze and need for a light jacket, but the sun is warm on my face and it is a nice place to wind down the day and our stay in Amsterdam. I have resisted the temptation for many days now, but tonight I will indulge in what the European call “chips”, but what we know as French Fries. No one knows where the “French” part of the name came from, as “chips” originated in Belgium. They are traditionally served with mayonnaise here, so it’s a definite confirmation that you are American when you ask for ketchup. The fries are similar to our “steak fries” and they are good… worth the splurge.
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