Alfred Griffioen was trained as a mechanical engineer and has been active in marketing and sales positions since 1998. Between 2004 and 2006 he did his Nima B and C and wrote three books, the second of which is a real marketing book: The Strategy Acceleration. This is about the “Senseo effect” and deals with revenue models for collaborations. He started his career at KPN and worked briefly as a strategy consultant. Since 2008, he has been independently advising on collaborations and partnerships. “Two marketing formulas have emerged. With the Cooperative Expert, we are the market leader in setting up cooperatives in the Netherlands with a group of ten specialists. Alliance Experts is a network of experienced business development specialists in more than 30 countries. This formula helps companies expand and manage their export distribution channels, “he says.
You designed a possible solution to deal with the pandemic. Where did this idea come from?
“I was especially surprised about the fear that was continuously sown in the media about the corona virus. Even after we knew more about it, you mainly saw men in white suits and you only heard about shortages in the ICs. But you never heard the details, namely that it mainly concerns the elderly or people who are already ill. Jaap van Dissel of the RIVM indicated at one point that if we had not had a lockdown, 25,000 people would have had to go to the ICU. But the lockdown will cost us over 92 billion through the government alone. That is four million euros per prevented IC admission. Explain that to someone who is not receiving a certain treatment because the drugs are too expensive. So for a relatively low risk of death, we shut down a very large part of the economy. The morning opening of supermarkets for the elderly gave me the idea to work with two streams: a stream where contamination is not bad and one from which you want to keep the virus away as much as possible. “
Where do the figures mentioned in the infographic come from?
“The death rate figures in the infographic come from RIVM via an article in the Volkskrant. What you can have the most discussion about is the division into two groups. I have chosen everyone under 75 who is healthy and for a second group with everyone over 75 plus people with chronic complaints. In the meantime I have also made a calculation of the possible distribution in both streams. For that I needed additional assumptions, for example what the time is between becoming infected and infecting someone again. Unfortunately, the RIVM did not provide a substantive response. I designed the infographic myself. “
In essence, you are pointing towards a two-flow country …
“My idea is that a large group of Dutch people can simply go back to work, on the train, on the terrace and to the cinema without additional measures. The chance that this group will die from an infection is small, certainly compared to the 47,000 annual deaths from cancer and 25,000 from cardiovascular disease. “
The infographic is going viral. A surprise?
‘My own LinkedInpost has now been viewed some 45,000 times and has been widely shared. Annemarie van Gaal has finished the infographic Facebook posted and it was also shared 800 times there, so I estimate the reach there above 100,000 views. The concept was raised by the FvD in a House of Representatives debate. I hope I have initiated or at least supported a discussion. “
Do you think the idea of the two streams becomes a reality?
“At the moment I see a lot of focus on the five feet and on the fear of new infections. But we can handle a gradual contamination of stream 1 just fine. “
What would you like to say to fellow marketers in these weird times?
“This is an exciting time for marketers. On the one hand, you do work that you can also do from home, so not so many problems there, but you will only be in an industry that has now been hit hard or will be hit in the upcoming recession. It is a time when you can use a lot of creativity because a lot is changing. How do you sell your product if there are no trade fairs? Do you need to adjust your product? There is a lot to do to manage all consequences. “
What kind of marketing do you think is needed in these times?
“There is a lot of confusion these days and as a marketer, I think you have a duty to deliver good clear messages with honest arguments. Presenting things better than they are, as well as unjustifiably arousing fear, no longer fits in these times. But that actually applies everywhere, including the government and the media. “
text: Peter van Woensel Kooy | photo above: Evgeni Tcherkasski (Unsplash)
This article recently appeared in our print edition on corona (MT12 / 20)