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Snapshot | Client shout out!


Once in a while, I like to give a little client shout out…

Last summer I was contacted by Alpro, a Belgium company with a dream: to distribute their plant-based products in France’s mass-market. But not anywhere, they didn’t want those products to go in the organic aisle, they wanted them in the dairy aisle. Knowing a little how hard mass-market buyers can be and how strict the rules are, I was not betting on their success.

Little did I know… With the help of an excellent distributor, it took some time but they got their products where they wanted them. And we were able to start animating the French community with delicious plant-based recipes, and other inspirational stories to better our diet.

What I admire about this client: they know what they want and they go for it. They believe in their dreams, they show tenacity and strength but they never push too hard. So when I read on their website: “Alpro is a company with a vision; a vision of a world where more of what we eat comes directly from plants – planet friendly, sustainable and healthy.”, it gives me hope for a better world, and I’m very glad to play a little part in that.


News | First French Intern

When RDE Marketing opened two years ago, I intended to see a portion of the revenue stream to come from teaching (preaching as I call it) marketing, digital marketing and entrepreneurship to bachelor and master degree students. My goal, beside the obvious (i.e. revenue stream) was to participate into making the marketing teams of tomorrow, and to introduce them to a new way of thinking marketing: as a conversation between a brand and a consumer, as a service from a brand to a customer, and no longer as a unilateral message from the brand to the audience.

Mission accomplished. I am now teaching in five different business and marketing schools in the area, and (almost) every day I feel the joy of transmitting my experience and the values that I believe in.

What I did not expect, was that I would want to push the experience one step further and bring one of my students into RDE Marketing by offering to hire one of them as an intern for a 6-month period. But the marketing class I taught all year long to ISEFAC‘s Marketing & Management Bachelor 3, was a pure blast. The team let me handle the class my way and I was able to have the 12 students experience all aspects of marketing through a year-long project. I must confess, it was my favorite class to teach, and I got to create real relationships with some of the students, which explains why I did not hesitate to offer them the opportunity to keep the experience going.

Four of them applied for the internship and after a grueling decisional process, I picked one of them to help me develop a catalog of training sessions for small business owners.

Introducing Charlotte Fayat

Charlotte Fayat

@MedjeriBadis: Shooting #Aliceaupaysdesmerveilles @fayatcharlotte

At 21 years old, Charlotte impressed me by the maturity she has been showing in class and in the beginning of her professional life. In many ways, she reminds me of Gabrielle who worked by my side for almost two years in Philadelphia: she has the same interest for fashion, the same  quirky creativity in the way she presents herself and the same quiet strength. But more than anything, I have felt in Charlotte the entrepreneurial fiber and that, I can’t wait to explore more with her.

Charlotte will join me in developing a new training product for RDE Marketing starting March 24. She will be on board for six months and chances are you will get to know her, so why not start now and follow her on Twitter: @fayatcharlotte.

New Year, New Me…

I know, we’re in April… Not so much the “new year” anymore!

Well, there is no better time than NOW, to think things through and make strategic decisions. Since it had been a year that I left Philly and since I was there again for a couple of weeks, what better time and place to strategize the international part of my business?

I looked into what I had been doing, what I wanted to do, what I enjoyed doing, what my current clients, worldwide, needed me for, what the limitations of the distance were, what the opportunities of the international aspect were, what I knew, what I wanted to learn, what I wanted to teach… and much more.  I put that into a big hat and shook.

Then I did a SWOT analysis.

Then I shook again.

Then I read some inspiring case studies in my Blue Ocean Strategy book.

Then I shook one last time and let it sit for a while.

Finally I picked up a good old paper and pen, and I started jolting down ideas, toying them around until they all made sense and worked together.

Screen shot 2013-04-24 at 4.56.16 PMI’m very happy to introduce the new and improved RDE Marketing (formerly Raison d’Être)!

My services are now organized in three different categories: E-marketing Strategy, Social Media Coaching, and Teaching & Training. All three are applicable to any size business, whether you’re a large company needing a jolt of content-based marketing, a small business deciding that you were going to make the most of what’s available to you out there, or an individual wanting to position yourself strategically for career advancement or simply because you care about how you’re represented online.

And because no one deserves less than an expert, I have surrounded myself with the best. From web-design to search engine optimization, from event planning to copy-writing, from e-reputation management to public-relations, from performance marketing to video production, we can help you handle any aspect of your campaign implementation, worldwide.

So dig in the website, fill the online marketing assessment and get some first thoughts, strategy pointers and next steps suggestions. My treat!

Put some pink on it

As you now, RDE Marketing is officially born. New country, new name, it was quite natural that I use that opportunity to rethink my branding.

Choosing how to represent yourself is the most fascinating, yet frustrating process. I gave a good look at my logo and thought it was time for it to evolve. Somehow. But I still love it. It’s so meaningful to me. It was such a huge step back in 2008, when I created Raison d’Etre. How to bring it the next level? To the new me? To the new company?

Here’s 2008 Raison d’Etre’s logo (design by Pilla Creative Group):

And at the time, it was perfect.

One way to evolve the brand to it’s new identity without changing it drastically was to play with colors. The purple and green had a story: the business card of a Parisian restaurant that I once found and fell in love with the color combo of an eggplant on lime green background. It even inspired my first living room, a long, long, time ago: purple couch and lime green curtains.

I am passed that.

That’s another life. Another me. Another business.

Today I was looking for something that said elegance, sophistication, dramatic, power, style… In one word (or three), I’m going Back To Black.

It made sense, it fitted, but something was missing. The little color touch that makes the difference. For a moment I thought it would be green (the color I had kept during my transition phase – i.e. this website and my current business card), but it wasn’t IT for me. What was missing was warmth and femininity. That’s when I realized there was only one way around it: put some pink on it!

Ta-da… Here’s the new and improved RDE Marketing logo:

What do you think? Feel free to put your feedback in the comment section!

Audrey Julienne is a Social Media Consultant and Professional Speaker. Audrey helps businesses use Social Media and develop strong Content Marketing campaigns to build their brands.

Say Hello To RDE Marketing

I am pleased to announce the formation of RDE Marketing a boutique marketing consulting firm located in Lyon, France and focused on providing advisory services to middle market and lower middle market companies in the consumer products, industrial, health & beauty, and business services industries.

RDE Marketing provides advice to family businesses, entrepreneurial or closely-held companies, private equity-owned companies, and small-cap public companies.

Our services include: branding, content and relationship marketing strategy, coaching and training.

We are really excited to bring the experience and expertise acquired with Raison d’Etre, in Philadelphia, PA, to a new and exciting location: France. Just like with Raison d’Etre, we will be working both locally and globally to help brands initiate their path into Marketing 2.0.

News | Going strong with Constant Contact

Since its creation, 4-years ago, Raison d’Etre has been a proud Constant Contact business partner.

Constant Contact’s email marketing, social media marketing, event marketing, and online survey tools help small organizations grow their businesses by building stronger customer relationships. More than 500,000 small businesses, nonprofit organizations, and member associations worldwide rely on Constant Contact’s easy-to-use, affordable online tools to create and deliver personalized, professional communications that engage casual customers, members, prospects, and passionate customers wherever they congregate online — from their email inboxes to their social networks.

All Constant Contact products come with unmatched education, training and personal coaching services, and award-winning technical support.

Which email marketing service are you using? What do you like about it and what don’t you?