The age of discovery - Cashless Innovators

Fitzroy
T H E AG E O F
D I S C OV E R Y "
"

The Age of Discovery
!
!
!
TWO ROADS
DIVERGED IN !
THE WOODS !
!
WHICH ONE WILL
YOU CHOOSE? !
!
!

COLLABORATIVE
PROCESS
BETWEEN
BRANDS AND
CONSUMERS
!
!
We are moving from a “Programmed Age”,
via the “Age of Search” into the “Age
of Discovery”.  
 
Where brands have to surrender their
controlled messaging and impressions
and start to recruiting brand
advocates among interested teens.  
 
Marketers new tasks will be to enlarge
this group of advocates and reward
them for their attention. Growing
their numbers to gain access to a
larger audience.  
!

THE AGE OF
DISCOVERY!
!
!
The game has changed for ever. Why? !
Everywhere they go youngsters see and
hear which music and which brands are
hot. And which restaurant is worth
visiting. !
!
!
Information from more "reliable
sources" than advertising…!
 
 
Their “peers” !

HELP TO TELL!
THEIR STORY!
!
!
In the “Age of Discovery” youngsters
decide. In communication product
advantages should be traded for
communication advantages.!
!
So youngsters can tell their own
story. !
!
Don’t look at them as a destination
but as partners, a gateway to reach
other young people.!
!

SOCIAL
CURRENCY !
IN THE PRODUCT!
!
!
Youngsters discover products
themselves. Without any interference
by advertising agencies.!
!
Creative agencies use to develop ‘big
ideas’. In the “Age of Discovery”
youngsters themselves discover the
“Social Currency” of a product.!
!
“Change Agents” replace the role of
media!

TWO
DRIVERS!
!
!
1. Belonging 
Youngsters want to belong somewhere: a
peer group, join a subculture, be part
of a movement. Belonging is crucial
for them while growing up.!
!
2. Significant "
Youngsters want to distinguish
themselves in order to develop their
own identity. !
!

ADVOCACY IS !
ONGOING, NOT A!
CAMPAIGN !
!
!
Think long term. Develop an
influencers channel that is
continuously present. 
 
Use a platform for research, ideas,
testing and promotions. Use it to
bring your fans together.!

FOCUS ON THE
10% !
!
!
10% of the youngsters influence the
other 90%. They are credible opinion
leaders who can change things: 
!
“the Change Agents” 
!

3 CHANGE !
AGENTS!
!
!
!
Within these opinion leaders are three
“Change Agents"? !
!
•  Teenage Pirates (teens)!
•  Cashless Innovators (male 20-24)!
•  Disruptive Divas (female 25-29)!
!
!

CASHLESS
INNOVATORS AS
TARGET GROUP!
!
!
!
Cashless Innovators: !
Mainly students but also young
professionals, in the age category
18-15. Mainly men who contribute to
‘the Experience Economy’.!
!
The ‘Cashless Innovators’ continuously
discover their own place in the world
and their own identity.!

HOMES,
HANGOUTS,
HIDEOUTS
’Brand democracy’ means youngsters are
given a platform to tell their own
stories. !

5 KEY PRINCIPLES
FORTHE AGE OF
DISCOVERY
!

1. YOUR PRODUCT
IS YOUR MESSAGE!
!
!
The opinions of consumers will
continue to grow…!
!
in importance and influence. 
 
Successful brands will be fearless in
dispersing their products for trial
and tasting.  
 
To achieve this these fearless brands
will develop programs to organize
their ‘Happy Consumers’ and transform
them into their peers.  
!

2. PEOPLE ARE
INFLUENCED BY
THEIR PEERS
!
!
Real-life friends are crucial in the
trial and purchase of products and
services.  
 
Technical capabilities will make the
‘peer influence’ more scalable and
measurable.  
 
Use the 90/10 rule: Focus on those 10%
(of fans) that influence the other 90%
(via earned media)!

3. DO MORE
FASTER,
SMARTER,
BETTER
!
!
‘The Age of Discovery’ mandates that
you will have to develop and test
products faster.  
 
Test these new products on small
groups of consumers and extract real-
time data before a large scale launch.!

4. REAL-TIME
DATA IS KING!
!
!
The rapid changes creates the crucial
question for marketers to obtain real-
time data. To understand and analyze
their consumer’s behavior and
thoughts.  
 
Quarterly findings are often outdated
by the time they are published.  
 
Especially during continuous
engagement real-time data is crucial.  
!

5. TECH IS THE
NEW 30” SPOT
!
!
The most successful brands will be the
ones that are lead by marketers with
intricate knowledge of the game that
is played. A game of technologies and
consumers.  
 
The same rules apply to an agency. The
full understanding of changing
technology is more important than
winning Lions in Cannes.  
!

CONTRIBUTE !
TO AN AWESOME
LIFE!
!

THE DUTCH
YOUTH HAVE AN
AWESOME LIFE
!
!
The Dutch youth is the happiest youth
on the planet (65%).  
!

DANCING ON THE
VOLCANO
!
!
‘The Dutch youth lives a good life’
According to Sanoma’s Youth expert
Dennis Hoogervorst. ‘More is not even
an option, it’s about better. As a
brand you have to matter. Making
people happy in a sustainable way. The
only way to make a difference’.  
 
A reason to party! !
In this generation every celebration
is a reason for another party. !
!
Call it: Dancing on the edge of the
volcano. Enjoying the prettiest
flowers that grow along the edge of
the cliff. Something which is
‘Priceless’ in 2012.  
!

20.00 – 22.00
MIDSUMMER
SATERDAY
!
!
The Dutch youth is happiest on a
smothering hot Saturday night.  
!

CONTRIBUTE TO
AN AWESOME LIFE
WITH UNIQUE
EXPERIENCES!

REAL MEANING,
REAL FEELING
HAPPENS…
OFFLINE!

1 OUT OF 3 DUTCH
HAS NEVER
EXPERIENCED AN
UNFORGETTABLE
MOMENT!
!
!
26% has already experienced 2 days
they’ll never forget!

GRADUATING,
GETTING A
DRIVERS LICENCE
AND MEETING
THE LOVE OF
YOUR LIFE
!
!
These are remarkable moments!

BEING
CHALLENGED AND
ACHIEVING
SOMETHING,
HOLIDAYS AND
HAVING SEX!
!
!
Top 3 sources of happiness!

BRING THEM
SOMETHING THEY
CAN’T CREATE ON
THEIR OWN AND
THEY’LL BE
GRATEFUL!
!
!
Showcase the successful, the ones that
have achieved in their age category
and frame of reference. Turn these
people into peers of your brand. !
!
Showcase how the unimaginable will be
made real!

CONTRIBUTE TO
AN AWESOME LIFE
WITH UNIQUE
EXPERIENCES !
ON WHICH
PLATFORMS?!

BUILD
A HOUSE !
!
!
Develop a place for your fans: A
community, a project, a good cause.  
 
Not only online, offline too.  
 
Make sure that fans have ample room to
create their own experience. More
important give them a sense of
belonging.  
 
Brand Democracy means that besides
context they can create content and
have a platform to tell their own
stories.  
 
 
Take a step back and unite your fans.!

BUILD A HOUSE… !
BRICK !
BY BRICK!
!
!
Your community members will bond much
more with each other and with your
brand if you organize offline
gatherings. Your online community and
brand is static. !
!
You will give your brand and
organization a “face” if you organize
exciting offline activities as well. !
!
People will not then only see a logo,
but the passionate enthusiastic staff
of your organization as well. I am
convinced that this will definitely
lead to higher levels of sustainable
engagement among the young generation.!
!
Like Red Bull Rooms and our Bacardi
House “60/62”!
!

BUILD A HOUSE… !
CLICK !
BY CLICK!
!
!
Nowadays, easy-to-use technology
allows people to start up their own
projects or communities with just a
simple click on their smart phones.!
!
Building a community model with little
or no distinctiveness will not benefit
you in the long run. If your community
is similar to other ones, your
community will be harder to remember
for people. !
!
Be relevant. Be funny. !
!
Be mobile. !
!

!
!
!
TWO ROADS
DIVERGED IN !
THE WOODS !
!
I TOOK THE ONE
LESS TRAVELED!
!
!

T H A N K
Y O U "
!
!
!
!
Do you want to be part of the Fitzroy
family? Email jur@fitzroy.nl or call
+31 (0)20 40 80 774."

The age of discovery - Cashless Innovators

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