Lisnr

STEPHANIE HERNÁNDEZ
DHEEPTHA MURALI
MAI THY NGUYEN
RAFAEL REFOJOS
SAM TAZZIA
ADV 604
ADVERTISING PRACTICE
& LEADERSHIP

TABLE OF CONTENTS
INTRODUCTION
What’s Lisnr? How does it work?
What do we do now?
WHO WE ARE
Vision and values
Where we’ll play
How we’ll win
OBJECTIVES AND STRATEGIES
HOW WE WORK
With great power...
Crisis management
CONCLUSION
REFERENCES
APPENDIX
1
2
3
7
8
10
11
13
29
30
34
42
45
49

Lisnr is an ultrasonic Smart Tone technology; a communication
format that sends data over sound. It is a digital sound file that turns
a speaker or any media into a device that emits a unique signal,
working seamlessly across physical and digital spaces effectively.
Why Lisnr?
• All software- no hardware needed
• Synchronization accurate to 1/10 of a second
• Battery efficient- 3x more efficient than BLE or ACR
• Uses minimal power consumption
• Platform agnostic- listening code works on all OS and firmware
• Can be transmitted across distances greater than three feet
• Already using existing infrastructure hence it’s cheaper
• Works where other forms of technology can’t or doesn’t, for example through walls
and even through the entire stadium or stage. It works anywhere where a speaker/
microphone infrastructure exists
Introduction
WHAT’S LISNR?HOW DOES IT WORK?
2

Lisnr adds a level of engagement with your audience and allows you to collect data about
who is attending, their interests and location at the event. This would allow for more
personalized content to be sent to them. You could deliver:
Playbacks of “big moments” during the event
Coupons and promotions catered to the consumer
Drive social engagement before, during, and after events
Increase brand loyalty with relevant marketing messages
We have worked with the Dallas Cowboys and Buffalo Sabres in conjunction with AT&T
WHAT DO WE DO NOW?SPORTS & VENUES
333

Engage your viewers in real time! Lisnr is accurate up to 1/10 of a second in comparison to other
technologies that take up to 7 seconds. Collect data on the make-up of the audience to allow for precise
content delivery.
Smarter, faster, more efficient
Allows for dual-screen content so viewers
can watch a broadcast from a different angle
or see behind the scenes content
Create multi-media experiences for viewers
Generate and deliver content in real time. The ultimate
engagement material for your viewers
Past clients include Warner Bros, T-Mobile, and Red Bull Media House
WHAT DO WE DO NOW?BROADCAST
4Introduction

Reach the over 80% of consumers who use their smartphones to guide them while shopping. Enhance the
customer experience with Lisnr mobile campaigns that allow you to track the ROI of your digital efforts.
Deliver content based on proximity and time while customers are in or around stores with smart notifications
Influence shoppers at the critical point of purchase moment
Track how long customers stay in the store and their pathways with heat maps
Engage customers with information personalized to their preferences and raise brand awareness
Have worked with Miller Coors, John Frieda, Heineken, and Mondelez international
WHAT DO WE DO NOW?BRANDS AND RETAIL
5

Smartphones have become a vital part of live event experiences. Lisnr lets
you connect with fans, increase engagement, and capture event moments
with unique smart tones
Create engagement before, during and after live events
Deliver specific content via smart tones based on consumer
location and preferences
playback of event moments in real time
Increase brand loyalty through catered messaging and
promotions for your consumers
Have been a part of live events with: Budweiser Made in
America, Wakarusa, and Live Nation
Introduction 6
WHAT DO WE DO NOW?LIVE EVENTS

WHO WE ARE
VISION
We believe in the power of
sound. We’re passionate about
enhancing consumer experience
by continuing the revolution
of sound technology. We will
render all other data transmitting
technology obsolete. We inspire
people with a sound connection
8

Creativity & Out of the Box Thinking
Revolutionizing an industry requires
people who will challenge the status
quo. We need people who challenge
how things are done and who will use
any/every method to solve a problem.
Passionate & Competitive
Heart, desire, and the need to always
be better – that is what it takes
to make a revolution. We look for
people who live for what they do, are
never satisfied and always want to be
the best.
Adaptability
In an industry that is always changing
we need people who will quickly
adapt to new challenges.
Integrity & Trust
In a data driven industry trust
is imperative. It is essential that
our people are honest and work
with integrity upholding all of our
company’s ethics.
Team Players
The team is the heart of the
company. We require people who
are willing to work closely with others
in order to come up with the best
solution. People who have unique
skills and qualities that will enhance
the level of the team.
OUR VALUES
9

WHO WE ARE
WHERE WE’LL PLAY
HEALTHCARE
According to Forbes, hospitals are the #1 or
#2 largest employer. Recently, the hospital
sector has gained more than 100,000 jobs
in the past year, according to the Bureau
of Labor Statistics reported in June 2015.
Previously, the hospital sector gained these
many jobs was in 2008, before the recession.
With fitness wristbands in trend now to check your steps, heart rates and sleep cycles;
health care has now become a hot portal for new innovations. People are getting to be
more health conscious and trying to eat healthy and exercise regularly. Hence, health
spending is expected to increase with an average of 5.2 percent a year in 2014 until
2018, to approximately $9.3 trillion. Currently, the healthcare sector is booming with an
unbelievable scope of innovations. A cardiac patient’s heart will soon be monitored every
minute with high-tech sensors; a chip technology embedded in a pill which a patient ingests
will be activated the moment the pill reaches the stomach, and check if he’s taking the
medications and confirm the medical records.
10

Technology is an ever changing industry and currently the healthcare sector
is booming. Using sound waves, data can be transmitted across longer
distances because sound waves can not be inhibited by walls. Sound wave
technology is economic as it already uses an existing infrastructure. Nanobots
and Electronic Stimulation are perfect pairings with Lisnr technology as
physical beings are not an obstacle for sound waves. For the nanobots, when
the bots detect a problem in the body a report of the issue will be sent to the
consumer health app via audio waves which is faster. Battery life will not be
an issue as the synchronization is accurate to 1/10 of a second and uses
less battery. For E-stim, the use of wires and the size of the TENS units can
be very problematic as it is bulky. Patients who use E-stim find it a problem
to place the pads on their body when they have to get the wires through their
clothes and face restriction in movements. Lisnr will fix this issue as it is all
software with no hardware needed and makes healthcare options easier
for patients. Our app will fix the issues faced in Healthcare sector and will
revolutionize the emerging technologies with the power of sound.
HOW WE’LL WIN
11

OBJECTIVES &
STRATEGIES
OBJECTIVE
We will make all other short-distance data transmission
technology obsolete in the next 15 years
STRATEGY
Increase the amount of business we do with our current and new
clients
Hire a head of PR
Hire a spokesperson to speak in tech conferences
MEASURE OF SUCCESS
Gain an average of 5% of the market share each year
114

SALES
In order to gain market share we will have two different sales
wings. One focusing on cultivating and nurturing our existing
relationships. They will have a knowledge of what is going on in
the industry, what other brands are doing, and any other major
developments. But they are also in charge of knowing their clients
business in and out. They are our Farmers.
The other wing will be focused on obtaining new business. They
will actively be looking to see which brands are breaking into their
industries, who could benefit from our technology, and who is
using similar technology. They are our Hunters.
The hunters will be in charge of finding new clients and will work
with them through their first project with us. A farmer will also be
involved in that project but as a secondary role. After their first
project the farmer will take over the relationship with the client
and focus on growing the business.
115

OBJECTIVE
We want to break into the healthcare market within the next 5
years
STRATEGY
Work alongside healthcare clients to integrate our technology into
nanobots and E-stims
MEASURE OF SUCCESS
Have 15% of our revenue come from this segment within 5 years
217

NANOBOTS
The nanorobotic field is one of the most researched areas
worldwide, with innovations that will lay the foundation of new
medical treatments. Nanorobots, robots which only measure
approximately 100 nanometers in diameter, will be able to access
areas that are unreachable with current technology. For example,
nanorobots have the capability to deliver specific pharmaceutical
ingredients to target areas. Nanorobots can be injected or
inserted in a medical pill which the patient then will swallowed.
2OBJECTIVES &
STRATEGIES
18

With nanorobots representing the future of medical treatment,
and the healthcare field being one of the biggest emerging
industries that also bears great importance for society, we are
convinced that this is the perfect field to contribute our technology
to, and conquer the area with our sound technology. We will
apply our sound technology to nanorobots, allowing them to send
reports concerning the patient’s condition to the patient’s phone.
When consumers are given the bots, they will also receive a
specific registration code which will give them access to our
health app. In addition, it will also link specific phones to specific
nanorobot. Once a nanorobot detects a problem in the body, a
report of the problem will be sent via sound waves to the patient’s
health app that uses Lisnr technology. Patients can then store
these reports in their app, and share them with their doctor
using Lisnr sound waves during the next appointment. This will
enhance the patient’s autonomy, one of the major debates in the
medical field. 219

HEALTH RECORDS
A major complaint among patients these days is that doctors
don’t talk or take too long to share important information. We
will fix this problem by taking the power back to the patients
with our healthcare records app. Our app will allow patients to
sign into all of their doctors health portals in one spot. Patients
can then download all of their important records and results
that may need to be shared with other doctors. For example,
a patient got an upper body MRI in March for their sports
medicine doctor. They then go to see their neurologist in May
and find out in the office that the neurologist needs to see the
results of the MRI. As it stands, the patient would have wasted
an appointment and would have to wait at least a few weeks for
the records to get sent from one doctor to the other.
2OBJECTIVES &
STRATEGIES
20

With our app patients would have those records with them all
the time and would be able to send the results to their doctor
while in the exam room using our sound technology. The patient
will select which records or results they would like to share and
then hit send. The unique sound wave would then be picked up
by the doctors computer and would receive the documentation.
The sound wave will only be able to travel three feet for security
purposes ensuring that the records do not get sent to anyone one
else. The unique sound wave provides encryption security.
22111

E-STIMS
Electrical stimulation (e-stim) or Transcutaneous Electrical Nerve Stimulation
(TENS) is a method used by doctors and physical therapist to reduce acute pain
and inflammation as well as for muscle re-education. This method sends electrical
currents into the muscle tissue through adhesive pads (either two or four) placed on
the skin. The pads are then connected to the e-stim machine or TENS unit through
wires. The machine is then set to specific settings based on type of pulse, pulse
frequency, and duration. At the doctor or physical therapist these will already be set,
the doctor or therapist will then adjust the pulse frequency based on patient feedback.
The take at home TENS unit you must set all of these yourself.
Because of the wires and the size of the unit TENS units can
be very bulky and cumbersome. Patients who need to place the
pads on their shoulders or backs for example have a difficult
time trying to get the wires set through their clothing and it often
restricts movement. Our app will remove all of the hassle from
using a TENS unit while also increasing the patient’s mobility.
2OBJECTIVES &
STRATEGIES
22

Our app will work as the TENS unit allowing you to control the settings and adjust
the frequency as you go. Once set, our app will use our sound technology to send an
inaudible tone to the pads with directions on the three settings. The pads will be color
coded. If the patient only uses two pads the phone will emit one single tone. If the
patient uses four pads the phone will emit two tones, one for each pair of pads. When
played the sound waves will connect the pads and start the electric currents.
The pads themselves will be able to detect the effectiveness of the electric stimulation
being used. The pads will send a report regarding each application back to the
patient’s phone which then can later send to their doctor of physical therapist. In
addition, the pads can send notifications to the user on the
control app telling them whether or not they have reached the
most efficient level. For example, it will notify the patient that the
level they are at is too hard to be effective. This will then increase
the benefits of the therapy and ensure that patients are using
their machines correctly.
223

OBJECTIVE
We will remain an innovative company
STRATEGY
30% of our profit will go to R&D and we’ll follow the 70/20/10 rule
MEASURE OF SUCCESS
Produce 3 innovative ideas a year
3OBJECTIVES &
STRATEGIES
24

OBJECTIVE
We will use our technology for the greater good, empowering
people in times of need
STRATEGY
We will donate to domestic violence and natural disaster relief
funds as well as empowering the third world with medical devices
MEASURE OF SUCCESS
Increase positive sentiment from consumers Online to 75%
between now and 15 years.
425

DOMESTIC VIOLENCE
We want to help stop domestic violence. By partnering with
the National Coalition Against Domestic Violence (NCADV),
Facebook, and state police departments we will provide help
to victims of domestic violence. The NCADV will create a basic
group page on Facebook disguised as a DIY interest page.
Victims of domestic violence will be told about this group page by
shelters, doctors who may suspect abuse, or any other way the
NCADV can get the word out. Before, during, or after an attack
the victim will go on their Facebook page and “message” the
group. This action will trigger our technology to emit an inaudible
tone carrying the victim’s location to local police.
4OBJECTIVES &
STRATEGIES
26

This solution was developed as a way of giving victims the
ability to reach out for help that is least likely to get them hurt.
For victims it can be very dangerous to reach out for help and if
they are caught they will likely get an even more severe beating.
DIY is a very common hobby recently so it wouldn’t necessarily
be suspicious for someone to be following that type of group on
Facebook. The Facebook page will be managed as if it is a real
DIY page with suggestions and ideas for DIY projects to keep
up appearances. If a victim was caught looking at this page or
messaging this group it would not like that person is calling for
help thereby keeping them safe. In addition, the signal cannot be
heard or seen so the abuser will be unaware of the call for help.
427

HOW WE WORK
WITH GREAT POWER...COMES GREAT RESPONSIBILITY
Code of Conduct
We feel a responsibility to protect consumers data beyond our
own servers. Therefore we will only work with companies if they
agree to our consumer privacy terms that regulates unethical, but
legal, ways in which consumer data may be used or distributed
How we handle consumer data- not taking it off our servers for
our own personal use or use for other clients
Not knowingly altering or mis-sending wrong tones
Transparency of the process - to our clients, and consumers who
use services with our technology
30

Corporate Social Responsibility
Use Lisnr as a communication device against sexual assault
Being ethical and providing a service to improve society and the world
is one of the company’s core principles and defines Lisnr, hence, we
are not only aiming to excel in our area of work and provide our clients
the best service possible but contribute our competences for a better
world
Alter the customer experience and help improve the world by providing
our service
31

HOW WE WORK
Culture and Compliance
Open door policy: any employee can ask for a meeting with a superior
at any time to talk about an urgent issue
Monthly Informal breakfast gatherings with management to break down
barriers, and make employees feel valued
Compliance audits
Recognition for offices in compliance with all our ethical and code of
conduct rules. In the form of a pizza party.
Team building exercises for the bi-annual ethic/code of conduct review
32

Racial and Sexual Harassment
As our company consists of 40% female employees, it is important
for us to emphasize that any kind of sexual harassment will not be
tolerated in the Lisnr environment
Our offices will have quarterly reviews where employees can
anonymously bring up issues or concerns
33

HOW WE WORK
CRISIS MANAGEMENT
UNETHICAL CLIENT BEHAVIOR
We have an agreement with the nanobot developers/hospitals and the consumers. Consumers who opt in are allowing the
nanobot developers/hospitals to use their data anonymously in a meta data study. We find out one doctor pulled a specific record
and, without using the patient’s name, provided a description of their situation and data in a medical journal. What do we do?
Candor PR admits that it is our fault, no blame game (own the crisis)
Apologize on behalf of the doctor and tell the public that we are taking steps to prevent this from happening again
PR explains the crisis to the public
Explain that no patient names were released, that all data remains anonymous in the study
The steps we are taking to fix it
We require that the doctor removes the article from the journal, and release a public apology
If the developer/hospital does not comply with these requirements we will restrict/eliminate their
access to the consumer data for their meta-data study
We require that the hospital either Fires the doctor or significantly/appropriately punish them
We will add a clause to the opt in message that permits doctors to use patient case studies in
medical journals.
Patients can say yes or no to this clause while still providing info for the data study
Explanation
Declaration
34

Use empathetic language
We deeply apologize to the company for the trouble caused by the problem
Bring in the experts
We will consult the IT department to determine ways to prevent this from happening in the future
Publicly set the organizational goals
Insert tones in signals so they are only transmissible during live content
Find a way to quickly pay the price
Reimburse the client for redeemed coupons from YouTube Recording
Consultation
Commitment
Restitution
Contrition
35

HOW WE WORK
CRISIS MANAGEMENT
SERVER INTRUSION
If the server gets hacked and the person has all the private
data stored, what are we going to do about it?
Apologize for the mistake and tell the public that we will take all the actions to fix this problem
Explain to the public the problem faced, as in what the hacker did and how it is a crisis
Once we find out who all have been hacked, we will notify them
We will help the police track the criminals in any way they need
We will provide IT specialists more money or any other resource if requested
We will place extra security on the data server just so no one can come close to hacking it
EXPLANATION
DECLARATION
36

Consultation
We deeply apologize for the problems caused
We will consult the engineers and expert “White hat hackers”
We will perform a monthly hack check in every server to avoid this situation again
We are willing to pay the victims a particular amount of money as a price we pay for this problem
Commitment
Restitution
Contrition
37

HOW WE WORK
CRISIS MANAGEMENT
RETAIL SALE MALFUNCTION
Our client asks us to put out a signal at a specific place (store) for a designated time period with a
sales promotion. We fail to cut off the signal within the time frame and cause the sales promotion to be
extended beyond what the store has in inventory. Customers become furious that they were mislead
and the store can’t fulfill their orders. How do we fix it?
Explain the technological malfunction and how the store was not at fault
Find out how many customers were given the signal and not able to purchase the items on sale
Contact those customers and find out if they want the items on sale
Have IT work on measures to improve the time frames for signals
Place check points on future promotions to ensure they are current
Explanation
Declaration
38

We deeply apologize for the problems caused to both customers and the store/company
We will consult the IT department and head of the store to discuss how we can improve in the future
Insert hourly check points for time sensitive message signals
Pay for any promotion sales by customers affected by the signal malfunction
Reimburse the store for possible loss sales
Consultation
Commitment
Restitution
Contrition
39

HOW WE WORK
CRISIS MANAGEMENT
UPLOADED VIDEO CONTENT
Our clients asks us to send out a signal to viewers of a specific show with a coupon they will receive
on their phone. Someone records the program and posts it on YouTube where potentially millions of
viewers would have access to the coupon only intended for actual viewers.
The client can’t fund all the coupons and is upset they were not told this could happen. What do we do?
Explain the technological malfunction
Shut down the video on YouTube
Get IT to uncover how many of the coupons were actually sent during the live show
Ensure those customers were able to successfully use it
Place a note in the tone that cannot be heard in recordings to prevent this problem in the future
Explanation
Declaration
40

We deeply apologize to the company for the trouble caused by the problem
We will consult the IT department to determine ways to prevent this from happening in the future
Insert tones in signals so they are only transmissible during live content
Reimburse the client for redeemed coupons from YouTube Recording
Consultation
Commitment
Restitution
Contrition
41

DO YOU BELIEVE
IN THE POWER OF
SOUND?
Lisnr is already a successful company in retail, broadcast
and sports/entertainment. We know who we are, our
strength lies in our ability to transmit data in a unique and
reliable way. We have a strong ethical foundation and we
know who we want on our bus. We have identified a new
and growing market with a substantial number of issues
we believe our technology can solve.
43

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Kroeker, Kirk L. (2009, September). Medical Nanobot. In usc.edu. Retrieved from http://www-bcf.
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enrichedhealthcare.com.au/library/resources/tens
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Retrieved from http://www.livestrong.com/article/37127-electrical-muscle-stimulation-work/
Williams, R. (2015, August 18). WHAT IS A SMARTTONE?. In Lisnr From The Blog. Retrieved
from http://lisnr.com/blog/what-is-a-smarttone/
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