You Need An Experience Plan.

HELLO. Text

PROPRIETARY AND CONFIDENTIAL CREATIVE REALITIES INC. 2011
Tuesday, October 18, 11

WE’RE A CREATIVE TECHNOLOGY COMPANY SPECIALISING
IN DIGITAL EXPERIENCES FOR PHYSICAL SPACES.



Experiences like this digital wayﬁnding unit we built for 150 malls.


Or multi-media interactive experiences like this one we created for 500 bank of america branches.

:)

Creative Realities Proprietary And Confidential


Our vision for marketers is premised on a very important insight into the evolving nature of the digital era- as this headline marked - the web is not dead ....

MOBILE SOCIAL GAMING WEB

In Life In Home In Place

... but it’s just one of many experiences of the Internet: now a pervasive pipeline on multiple platforms creating digital experiences at home, in life, inplace.

ONE-WAY ANY-WAY


A revolution in the way consumers and brands engage empowered by the internet platforms they can use to engage brands any way they want to.

SUPERCOMPUTER SIMPLE


The digital revolution is no longer topdown - it’s been democratised by access to cheap abundant computing enabled by simple, user-friendly platforms.

CODE CREATIVITY


Further enabling the greatest difﬁsuion of creativity in history and the greatest shift in the way we go to market since the marketing concept was born.

:)

REDEFINE
YOUR DEFINITIONS.


So It’s time to start redeﬁning your deﬁnitions.

DEMOGRAPHIC TECHNOGRAPHIC


What are the digital behaviours of your consumer that characterise their relationship with your brand? Start deﬁning their technography: their digital proﬁle and the way they are
using digital platforms to make decisions about your brand and competitors.

SEGMENTATION COMMUNITIES


Stop assuming your static segmentation models are keeping up with the growing numbers of communities forming on the social layer.

MARKETS GEOGRAPHIES


Why do we continue to market to political/social boundaries deﬁnied centuries ago? Geographers note the rise of megaregions like BosWash (boston-dc): 50
million people $2 trillion economy; SoCal 21 million, 1.25 trillion; shanghai, tokyo, mumbai, london other hubs for them.

FOCUS GROUPS ETHNOGRAPHIES


Put strangers in a strange room and you’ll get strange results. Start using more initimate research techniques to get to the true meaning behind their relationship with your brand.

SURVEYS SEMIOTICS


Stop wasting time with surveys and start getting fresh insights from advanced research techniques like Semiotics which studies the science of our symbols and signs and their
meaning in our culture.

PSYCHOGRAPHICS CULTURE


Go beyond psychographics and start paying attention to the power of culture to change markets and create movements.

BENEFITS DREAMS


It’s not enough any more to simply convey beneﬁts and expect engagement: successful brands engage consumers by helping to appeal and fulﬁll their dreams.

5
1. INTERNET OF THINGS.

2. PREDICTABLE PREDICTABILITY.

3. SOMOLO

4. SUPERCHARGED SOCIAL WEB.

5. VIRTUAL CURRENCY.

TOP 5



Here are 5 Digital Trends you should either know about now or quickly get to know for their impact on your business. These aren’t in any order because each of
them is equally powerful, pervasive and potentially life-threatening to any business that ignores them.

1.
INTERNET OF THINGS


The internet of things is about machines talking to machines: in 2008 the number of devices connected to the internet exceeded the number of people.

1.
INTERNET OF THINGS


Such as cars telling each other their average speed and slowing down to reduce congestion

1.
INTERNET OF THINGS


Or plants telling irrigation systems their thirsty and saving megalitres of water.

1.
INTERNET OF THINGS


Here’s Hitachi’s Smart Windshield: an Augmented Reality application sharing simultaneous feeds of data from inside and outside
your car as you drive.

2.
PREDICTABLE PREDICTABILITY


The corrolary of internet of things is explosion of datapoints triangulating where, who, when, what and how things, humans and
the virtual world are behaving.

2.


When IBM’s Watson won jeopardy AI made a tremendous leap in its ability to convert data into knowledge.

2.


Recommendation engines like Glue, Amazon, Netﬂix help us choose what we want to buy.
Recommendation engines are the no.1 driver of change in marketing today. Consumers trust their peers and themselves a great
deal more than anything else and as they increasingly rely on these algorithims to make choices, “push” marketing tactics like
advertising will become increasingly less effective.

1.
INTERNET OF THINGS


TripAdvisor makes travel recommendations from over 50 million reviews; It’s the best Augmented Reality application i’ve found
so far helping tourists make choices and business earn revenue from its multi-million memberships recommendations.

2.


Imagine as a retailer being able to give your customers in-store a selection of more things they’d like with their purchases: how
much more revenue could you generate.

3.
SoMoLo


SoMoLo is not a cute new name for another NYC neighborhood.

3.
SoMoLo


There are more mobiles than toothbrushes - becoming the bridge to billions of people on social platforms exchanging ideas,
opinions, likes/dislikes.

4.
SoMoLo


Increasingly our mobile and social behaviour are being geo-triangulated adding another important dimension to our
understanding of consumer behaviour. FourSquare just celebrated a billion checkins globally from its 10 million members.

3.
SoMoLo


Search is key: Over 60% of all search is now taking place on mobile. Google is now running a separate mobile search engine which
biasses search results in favor of mobile optimised websites. Have you got a mobile optimised website?

3.
SoMoLo


Fcommerce is relevelling the playing ﬁeld: I predict a resurgence in small businesses that get micromarketing; social shopping
from sites like facebook is already $5bn.

4.
SUPERCHARGED SOCIAL WEB


The good news is the social web is going to become even more supercharged.

4.


Not keith urban the country and western singer: Keith Urbahn the Dept of Defense staffer who tweeted OBL’s death and the
pattern of social connections stemming from it before President Obama announced it.

4.


DellOutlets says they earn $25,000 every tweet - what sort of ROI would you get if you opened your own outlet channel on
twitter?

4.


The daily deals market is exploding. 50k a day from $4k a day same time last year. But watch out for Some of the data from this
market: 30% coupons aren’t redeemed; activation is on average around 6 months.

4.


I predict it will continue to be more fragmented as communities and cultures draw people and brands together in different ways
all of them enabled on this incredible new technology we are only just beginning to understand

4.


One of the most important developments on Social is Gaming Platforms like MMOG’s such as World of Warcraft: 22 million online
simultaneous players; 200m and growing population; Gears of War 3 just sold 3 million copies in a week and is now worth of one
billion in sales;

5.
VIRTUAL CURRENCY


5.
VIRTUAL CURRENCY


This is a Square credit card reader for iPhone. You can buy it at Best Buy for 9.99. There’s another more advanced cardless Square
platform that combines tablet and mobile that’s readerless and sets up a complete POS/CRM integrated system.

5.
VIRTUAL CURRENCY


Here’s Google wallet: already throughout Macy’s.

5.
VIRTUAL CURRENCY


Isis is the name of a consortium of handset makers and networks embedding NFC chips allowing tap to pay which will be another
mobile wallet offering. it plans to launch 2012.

5.
VIRTUAL CURRENCY


There are even more iterations of virtual currency.

5.
VIRTUAL CURRENCY


How much will your Facebook like be worth?

20TH CENTURY 21ST CENTURY
MARKETING MODEL EXPERIENCE MODEL

The 4/6/8 P’s Experiences

USP Stories

Communications Platforms

Benefits Dreams

Mass Media Massive Micro Marketing



It’s time to stop working with out-dated models and frameworks in an era characterised by such dramatic change in the ways and
means consumers are engaging with consumers.

DANGEROUS
ASSUMPTIONS


:)
Consumer Behaviour

Hot Spots Brand Portfolio

Digital Experiences


Start reframing how you want consumers to behave as a result of the digital experiences they encounter at whatever hot spots you identify across your brand
portfolio.

MY MARKETING BUDGET
HAS TO
GROW.


REMEMBER METCALFE AND MOORE



The inverse of both Metcalfe’s and Moore’s law is reducing cost or exponential improvement in efﬁciency.

MY CONSUMER SEGMENTATION
RIGHT.
STRATEGY IS



DANGEROUS ASSUMPTIONS

MY CONSUMERS
MORE.
CAN SPEND



Reﬂect on how many more ways your consumers are tempted to spend money on items that didn’t exist 5 years ago.



The old marketing model was characterised as constantly replenishing an empty bucket on the premise you can “push” customers into the bucket using the 4P’s.



I prefer to think of today’s marketing model as a virtuous cycle of experiences inspiring consumers to enter and expand into a growing relationship.

:)

YOU DON’T NEED
A MARKETING DEPARTMENT.
YOU NEED AN
EXPERIENCE DEPARTMENT.



paul.price@cri.com
@paulnprice
All content proprietary and
conﬁdential Creative Realities 2011


You Need An Experience Plan.

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