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Since the practice has greatly expanded. Be recommending a movie, hotel or any other product with a friend, what is more credible? A friend, by definition, wish us well. Advertisers have realized. With the electronic buzz, they now fly this word-of-mouth in the direction desired by their customers.

Emmanuel Vivier, Associate Director and Culturebuzz.com Buzzparadise.com, accepts various methods of buzz marketing: “There is viral marketing: we try to make a mark or a message transmitted like a virus, such as colds, you’re going to catch and pass a few people. It’s the same thing, you’ll receive a video, if it is funny, you open your address book and send it. It has a snowball effect very interesting for brands. ”

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“Then there is the guerrilla marketing, for example the CEO of Virgin rappelled a facade to create spectacular, surprise and generate word-of-mouth in the media, among those present around the event. ”

Third declension, working with the new opinion leaders that are recruited via sites like Buzzparadise.com, where everyone can join.

Emmanuel Vivier explains: “What is interesting is that the consumer is becoming itself a mini-media. There are interesting people such as bloggers and leaders of forums. Brands tend to appeal to them to launch a new product, or full of fashion technology. With a mark at the European level, we sent a free phone to twenty people in Sweden, Spain, Italy, Germany and Holland, which have generated articles on the Internet. Their opinion was ultimately more credible than traditional advertising. ”

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In the wonderful world of buzz, the process would it also has its limitations? Beware of the boomerang effect. Emmanuel Vivier replied: “It takes a good product / service. If you generate a buzz, you stimulate conversations. If there is criticism, you will amplify them, so it will not necessarily be an advantage for you. Then we will let people decide if they will make a buzz. Finally, it depends on how you like the criticism: for luxury brands, is harder to accept that people do not discuss that positive things, because you do everything for the brand. ”

More and more companies, even institutional adopt this way of communicating. Willingly or by force sometimes, like Apple who was forced to react to a video posted on the Web by a client on the problems of ironic iPod battery. Apple has had to orchestrate a campaign-cons on the Internet.

The buzz marketing also works using emotional ties or friendship between users, thus transformed into advertising media. The important thing to be aware. Advertising via SMS is also developing. For now, Switzerland, must consent to receive them. If we do not want, you should never respond to a message that has not requested, the board of an agency that works in precisely this niche that!

Remember? Last year, in western Switzerland, it looked like a petition, but it was a marketing campaign aimed at launching a free daily. Ad hoc publicity has spread in recent years in Europe for different reasons. Jean-René Boiron, director of strategy at Saatchi & Saatchi, explains: “The media are becoming more expensive and the popularity of the pub is as it must find a new way, not media, communicate with consumer. ”

At Copenhagen Airport, an open suitcase full of dirty laundry in a mess, pass, then a second bag comes with linen spotlessly clean and tidy with a detergent which samples are distributed to the passage of a third bag.

Jean-René Boiron said: “There is less impact in the pure and hard, we try to capture attention and enter into relationships. We talk about relationship marketing with the consumer. Saatchi, one has a view of the pub which is organized around what we call love marks, emotional relationships with products and brands. ”

This relationship remains the order of the virtual. If the communication specialists will increasingly be with us, even beyond the act of purchase, we retain is that they must take into account that in aging Europe, the number consumers decreases. Jean-René Boiron: “Consumption is born in the 60s, there was a natural growth due to increasing population. Today, as there is a saturation in terms of media and in terms of products, we must cultivate relationships. It is more logical in a culture that conquest as a few years ago. ”

Do not get me wrong, if the brands grow their relationship with the consumer is always the incentive to buy. Here, nothing changes.

It is 14 o’clock, we go for the storm drain. In four hours, Gruenig Ulrich, director of Nectaflor, walk away with ten ideas to develop a new product.

Markus Mettler, director of Brainstore in Biel, tells how to begin making ideas: “Here we run, it’s called a brainrace is a contest, whoever brings the most ideas wins a small prize . It is common that stimulates different parts of the brain, not by sitting around a table. Participants noted here that things are healthy in life. ”

Markus Mettler brings us to the second stage of the production chain of ideas: “We are working with different materials to stimulate thinking. And then you put together people who normally do not work together. The tactile aspect can stimulate parts of the brain other than if you were talking just things. ”

“Companies come here to find alternatives to the innovation process slow, hard and frustrating they may have within their societies. Managers too interested in figures, theories and experts, without hearing the emotions. They no longer see the little smile when the consumer sees the product for the first time. ”

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Besides the pressure of time, originality here is to bring people hired by Brainstore, many of them young, and employees of the company. Nectaflor has an internal research department and a circle of innovation. However, the director came up with eight of his colleagues in the race for new product ideas. Gruenig Ulrich said: “We are waiting for ideas from people with no fixed ideas that are very critical of us. ”

Markus Mettler added: “Teens are always part of the process: they do not kill ideas with phrases like” it does not work, “we tried”, “too expensive”, “nobody will use it” . They embrace what is new with great enthusiasm. ”

Brainstore specialists also participate. These technicians supervise the process of ideas shape thinking, observing, recording and summarizing the feedback and ideas in real time.

Markus Mettler says a new step: “Now is the moment of enlightenment: before there were thousands of raw ideas. In this phase, we seek only the ideas that are good, we already have about a hundred ideas considered good by at least one person. ”

The long awaited moment arrives. Following the feedback from participants, technicians Brainstore have identified ten ideas they will present to the representative form of drawings: a stand of bread with dried fruits, sweet tortellini or a hot dog plant. The client is delighted. Gruenig Ulrich says: “I think the idea of ​​combidrink, juice, fruit or vegetables combined with dried fruits and nuts, is simple but fascinating. ”

Markus Mettler reveals that costs an idea: “An idea created here cost about 10,000 francs and a customer left with about 10 to 60 ideas, following the strategic importance of the initiative. ”

It remains to study the feasibility of new product on the technical and legislative branches, and then test the product from consumers before launching it for good. Another three years of effort and thousands of francs to invest!

A young woman, mother of two small children, lends itself to a micro-ethnographic study on diet, that is to say that in addition to asking questions, the interviewer will invest up to her kitchen see how the family actually eats. As for the semi-structured qualitative interview, it’s called like this, it can address the eating habits of the family for a good hour. This involves identifying the reasons consumers have to do what they do.

The interviewer works for a firm that, over the past two years, advises great brands. Danielle Rapoport, psycho-sociologist and director of CID, says: “I am an intermediary between the consumer and enterprise, to listen to the most thorough manner possible what consumers need, what expectations they have for giving Business lines of development, positioning strategies and ideas of evolution in terms of new products. ”

To do this, the firm crosses a multitude of methods, examples of group interviews to generate ideas or consultations with experts from all backgrounds.

These micro-ethnographic study taking place on a selected sample of people and volunteers. The method is it not very intrusive? Danielle Rapoport replied: “You should know that people love to talk about themselves and made to speak for themselves and their lives. They do not have much opportunity to do so. And they also said that the more they will tell us about their expectations and needs, the more they will have a product that correspond to them. ”

But why is it necessary to go so far in the investigation? “Today’s consumer has changed: it has become much more skilled and demanding, more intelligent too. He knows how to sort it knows what is a real offer, a good product. He did not have much buying power to the consumer, so much and arbitrator, with respect to that, he must supply companies is the fairest possible way best suited for the needs and desires of consumer. ”

Many brands no longer understand exactly how consumers will act, because it is versatile, multifaceted, it is no longer marked by a consumer purchasing power. The company became aware of this, where the customer service, toll-free numbers, consumer involvement in product creation.

A refrigerator that passes command line missing products at your supermarket, a flat screen of water to create a pleasant atmosphere: Welcome to The Exchanger! Here, retail comes out technological innovations for adapting their outlets. Signs are facing the crunch of their turnover with the introduction of the hard-discount supermarkets or specialized in gardening, electronics or sports, but also changing attitudes of consumers become zappers.

Jean Prevost, strategy consultant, explains: “Before, people said the consumer: you eat what I tell you to eat. There was a kind of standardization of things. Today, the consumer wants to be autonomous, free. He does his program more life as we wanted it to be programmed. Today, he does not perhaps in the morning what he will do in the evening. For shopping, chores, he will want to shorten the time for shopping, pleasure – choose a good fish – he can take his time. But he does not want to waste your time or funds to find a product, that’s why the readability is extremely important. The distributor is now known to compose its stores. ”

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Jean Prevost takes us from a dealer who has made his store a function of time that the client wants to give: in addition to standard displays, it has developed, ray fish and cheese, personalized service where the seller rubs the customer rather than face him.

Next time chosen, the other big issue is security. Faced with consumer inhabited by fear, fear of mad cow disease, bird flu or terrorist attacks, security has become a watchword in business.

Jean Prevost: “Security is not simply live in a bunker protected by alarms. It’s “I feel good somewhere,” I’m comfortable in my environment, that is to say, I’ll watch the colors, tiles, how rays are presented and I’ll watch lights. ”

But to our specialist, the future is likely to burst: “The supermarket is still there, but it will evolve. There will be supermarkets where agricultural regions will be organized with farmers and peasants themselves to bring their wares. There will be specific to the ethnic supermarkets, foods of the world. There will be hard-discount specialty fruits and vegetables, fresh produce, ethnic, etc.. It will be supermarkets where you can go shopping soon, supermarkets neighborhoods. And we will do more shopping on the web! Hypermarkets are still there, but in the coming years, they should lose a third of their turnover. ”

This is a development already underway. In Paris, more than a hundred stores are planned that will offer on a British model to combine shopping and snacking. A summary of major trends of the moment, it would be an environmentally friendly, safe and highly legible rays to make life easier.