MBA OPEN LECTURE: How to Win Customers Over in 4 Seconds with František Koutský

In his MBA Open Lecture on “Brand Social Purpose & Commerce” on April 27th, František Koutský, MA showed the challenges that businesses face when promoting their products to millennials with a short attention span.   

We are living in the era of social media and easy-to-digest Buzzfeed videos. František went on to explain how, despite this, businesses can win customers over and sell their products to them.

After finishing his BA studies at AAU (2006), František completed his MA in International Business and Management at the University of Bradford in the U.K. František has lived in 5 different countries and spent almost 7 years at Unilever, where he held various local and global roles. František is currently based in Geneva with General Mills where he holds a regional brand development role covering the EUAU region.

With extensive knowledge and experience in the field of marketing, local activation, brand development, and strategic marketing, František compared and contrasted the impact different brands make on their customers. From the example of Lifebuoy’s touching advertisement to Guiness’s meaningful commercial, we learned how powerful an ad can be if it has social purpose and uses great visual story-telling techniques.

In today’s fast-paced world, brands more than ever need innovative commercial ideas with meaningful social purposes to catch people’s attention. We need to build trust in customers’ hearts while maintaining a presence in their lives. It’s a fact that customers want their products to match their interests and personal values in seconds. That’s why 47 percent of the value in a video campaign is delivered in the first three seconds, while up to 74 percent of the value in the first ten, according to Facebook.

The MBA Open Lecture explained the root of this new trend of the attitude of customers and how companies can win over these emotional and distracted consumers. Follow AAU’s events calendar and never miss a chance to attend fascinating MBA Open Lectures. Expand your knowledge and learn what more our MBA program has to offer its students!

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