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Mars-Philter Atomic Conference Synopsis Mars-Philter Atomic Conference Synopsis Presentation Transcript

  • ATOMIC CONFERENCEA SYNOPSIS OF THE ATOMIC EVENTTORONTO, CANADA OCTOBER 4, 2011
  • THERE’S USUALLY ONE SENTIMENT THAT YOU TAKEAWAY FROM ANY CONFERENCE YOU ATTEND.IN THE CASE OF ATOMIC, I LEFT THINKING“I DON’T KNOW ANYTHING.”LUCKILY, I WASN’T THE ONLY ONE. THE RAPIDCHANGES IN TECHNOLOGY AND THE QUICKADOPTION RATES OF THE BEHAVIOUR (AND THEDEVICES) MEAN THAT NOW MORE THAN EVER,WE HAVE VERY LITTLE FRAME OF REFERENCEFOR HOW TO PREDICT THE FUTURE OR EVENIMAGINE WHAT THE WORLD WILL LOOK LIKE5 YEARS FROM NOW.
  • PREVIOUSLY, WE’VE HAD THELUxURY OF HINDSIGHT. WECOULD LOOK AT OUR NEARAND DISTANT PASTS ANDDERIVE SOME SORT OF CON-TExT FOR WHAT OUR FUTUREHOLDS. WELL, ACCORDINGTO THE SPEAKERS AT THISYEAR’S ATMOIC CONFERENCE,THOSE DAYS ARE GONE.
  • PRESENTING TO A ROOM OF PREDOMINANTLYAGENCY AND MEDIA FOLKS, WE HEARD ABOUTDISRUPTIVE BUSINESS MODELS, MINDCONTROL AND THE SOCIALIzATION OFTELEVISION. ARE THESE IDEAS THAT WE WILLINCLUDE IN OUR NExT CLIENT PITCH?PROBABLY NOT. BUT THESE IDEAS CAN HELPUS (EVEN IN A SMALL WAY) UNDERSTAND ANDPREPARE FOR WHAT OUR INDUSTRY FUTUREMAY LOOK LIKE.
  • ALExANDER MANUTHE INTERNET IS JUST BEGINNING:DISRUPTION AND TRANSFORMATIONIN THE NETWORKED SOCIETYTHIS CONTENT IS A SUMMATION OFALExANDER MANU’S PRESENTATION
  • MANU OPENED WITHTHIS QUOTE:“THE SUPPOSITION THAT THE FUTURERESEMBLES THE PAST, IS NOT FOUNDED ONARGUMENTS OF ANY KIND, BUT IS DERIVEDENTIRELY FROM HABIT.” (DAVID HUME, 1737)BUT WHAT IF OUR FUTURE HELD SO MUCHCHANGE THAT HINDSIGHT AND HABIT COULDNO LONGER BE RELIED UPON?
  • FORESIGHTHOW DOES ONE ATTAIN THEPOWER OF FORESIGHT? HOWDO WE LINK THE FUTURE TOTODAY? WE NEED TO FINDWAYS TO DEVELOP AND HAR-NESS FORESIGHT IN ORDERTO CREATE BUSINESSES THATWILL MATTER IN 5 YEARS.
  • THE PROBLEM THAT MANYCOMPANIES ARE FACING IS THATTHERE IS NO PROCESS FOR BUILDINGON THE INTELLIGENCE AND FORESIGHTOF TODAY.COMPANIES ARE SUFFERING FROM:LEGACY PROCESSESLEGACY KNOWLEDGELEGACY SUPPLIERSLEGACY METRICS
  • THE SOLUTION?RETHINKING THE BUSINESSMODEL – QUARTERLY. IS THISREALISTIC WITH OUR OWNBUSINESSES? UNLIKELY. WITHOUR CLIENTS’ BUSINESSES?ALMOST IMPOSSIBLE.
  • HOWEVER, THE CASUALTIES OF THISREFUSAL TO CHANGE ARE ALL AROUNDUS, ARGUES MANU. YOU NEEDN’T LOOKFURTHER THAN BLOCKBUSTER OR HMVTO SEE HOW QUICKLY CHANGES INTECHNOLOGY AND USER PREFERENCECAN AFFECT ENTIRE BUSINESS MODELS.AND THIS IS REALLY THE KEY: IT’S NOTJUST ABOUT THE TECHNOLOGY OR THEDEVICE. THE REAL CHANGE IS COMINGFROM THE CHANGING BEHAVIOUR OFSHOPPERS AND CONSUMERS.
  • FOUR THEMES EMERGE1. THE NEW CONTExT2. SOURCES OF VALUE3. DISTINCTIVE COMPETENCIES4. BUSINESS MODELS
  • 1. THE NEW CONTExTWE ARE A NETWORKED SOCIETY. AND TODAYIT’S ALL ABOUT SOCIAL, LOCAL AND MOBILE.SOLOMOTHE LEADERS OF THIS NEW CONTExT ARETHE NETWORKED MILLENNIALS:THEY WANT TO PARTICIPATETHEY WANT EMPOWERMENTTHEY WANT TO BE ENGAGED
  • THE SHIFT IN MOBILEAPPLE IS SUCCESSFUL BECAUSE THEY DON’TBELIEVE THAT THEY MAKE PHONES.THE IPHONE IS A STRATEGY –NOT A DEVICE.
  • THE SHIFT IN MOBILEMANU WROTE A NUMBER OF YEARS AGOABOUT A SHIFT THAT WOULD TAKE PLACEIN TECHNOLOGY“FROM SMART DEVICES WITH DUMB SENSORSTO DUMB DEVICES WITH SMART SENSORS.”THE REASON FOR THIS IS THAT PEOPLE WANTTO SEE THEMSELVES IN EVERYTHING THEY DO.THEY WANT THEIR LIVES REFLECTED BACK TOTHEM. THEY WANT TO BE RECOGNIzED.
  • THINK ABOUT THIS IDEANOW LOOK AROUND YOU. SEE HOW MANY ITEMSIN YOUR HOME OR OFFICE HAVE BECOME A RE-FLECTION OF YOU: YOUR MOBILE PHONE, YOURTV, YOUR COMPUTER.NOW CARRY THIS IDEA WITH YOU AND YOU’LLSTART TO SEE OTHER WAYS IN WHICH MEDIAAND COMMUNICATION IS CHANGING TO BE AMORE PERSONALIzED REFLECTION OF YOU.FROM TRAVEL SITES, TO CHARITABLEORGANIzATIONS TO SHOPPING, YOU’LL STARTTO SEE YOUR PREFERENCES, YOUR FRIENDS ANDYOUR OPINIONS REAFFIRMING YOUR DECISIONSAND BEGGING YOU TO PARTICIPATE.
  • BEHAVIOUR SPACEIT’S HERE THAT MANU STATES THAT IT’STHE ACTIVITY THAT IS THE ECONOMY.THE TECHNOLOGY ISN’T WHAT CAN BEMONETIzED, BUT RATHER THE BEHAVIOUR.SO WHAT IS BEHAVIOUR SPACE?A PLACE OF POSSIBILITY. THIS IS WHERE HE SEESTHE SUCCESS FACEBOOK. IT’S A PLACE TO SEE“ME IN YOUR EYES.”
  • 2. SOURCES OF VALUEPLAY VALUE“PLAY VALUE IS THE RELATIONSHIP BETWEENPHYSICAL AND MENTAL FEATURES OF APRODUCT OR SYSTEM.”
  • ANXIETY EMOTIONAL STATE UNPLEASANT PLEASANT BOREDOMTHERE IS A SYSTEM TO THIS, AND THE TRICKIS TO PLACE YOUR PRODUCT OR ExPERIENCEON THE RIGHT PART OF THE CONTINUUM.
  • 3. DISTINCTIVE COMPETENCIES“THE CHALLENGE IS NOT ABOUT TECHNOL-OGY IT IS ABOUT STRATEGY AND FORESIGHT.NOT ABOUT WHAT PEOPLE ARE DOING, BUTWHAT THEY ARE ABOUT TO DO.”SO, IT’S NOT ABOUT ‘GETTING TWITTER’ IT’SABOUT LOOKING FOR THE NExT THING THATPEOPLE ARE GOING TO DO AND UNDER-STANDING AND LEVERAGING THIS.
  • 4. BUSINESS MODELSWHAT DOES THIS MEAN TO YOU?BRANDS NEED TO UNDERSTAND THAT THEY AREBECOMING A MEDIA COMPANY – THEY ARECONTENT CREATORS. THEY ARE CURATORS OFExPERIENCE.AND THIS ExPERIENCE ExISTS IN TIME AND PLACE,MAKING LOCATION-BASED DATA THE MARKETING-COMMUNICATION MEDIA OF CHOICE.IT WON’T BE ABOUT WHAT YOU SELL, IT WILL BEABOUT HOW PEOPLE ExPERIENCE WHAT YOU SELL.“PEOPLE’S ACTIONS ExPRESSED AS DATA, WILL BE-COME A NEW FORM OF CURRENCY.”
  • WHAT DOES THISMEAN TO US?AGENCIES OF THE FUTURE WILLBECOME BROKERS OF EVERYDAYExPERIENCES. WE WILL LOOK ATHOW TO TRANSFORM THE NAMELESSFACELESS CROWD INTO A CAPTIVATEDAUDIENCE, AND EVENTUALLY APARTNER IN THE CREATION OFExPERIENCE.WE WILL BECOME CONTExT ANDCONTENT ExPERTS.
  • WHAT DOES THISMEAN TO ALL OF US?BRANDS AND AGENCIES NEED TOWORK TOGETHER TO MOVE AWAYFROM A TRADITIONAL MODELDESCRIBED AS “AN INTERRUPTIONOF A STATIC SITUATION IN APREDETERMINED SPACE.”OR, I’M GOING TO STOP YOU FROMWATCHING THE GAME TO SHOW YOUMY PRODUCT.
  • WHAT DOES THISMEAN TO ALL OF US?INSTEAD, WE MOVE TO “ENGAGEMENT INMULTIPLE LAYERS OF ExPERIENCE IN ADYNAMIC SITUATION.”BUT THIS GOES BEYOND THE AGENCYCREATING BRANDED CONTENT. IT MUSTBE PLACED IN THE BRAND’S HANDSTO CREATE ExPERIENCES THAT AREENGAGING. TO WELCOME SHOPPERSAND CONSUMERS IN TO THE BRANDExPERIENCE AND ALLOW US ALL TOPARTICIPATE.
  • MARK HOLDEN2016: BEYONDTHE HORIzONTHIS CONTENT IS A SUMMATION OFMARK HOLDEN’S PRESENTATION
  • 2016IT SOUNDS LIKE A BAD MICHAEL BAY MOVIE. GOOGLE2016 AND YOU’LL SEE LINKS TO OLYMPIC GAMES;AN ARTICLE FROM THE MAIL ONLINE, WHICH STATESTHAT IMF SEES THIS AS THE YEAR THAT CHINA’SECONOMY WILL SURPASS THAT OF THE US; ANDERICSSON PREDICTS THAT 35% OF THE WORLDWILL HAVE LTE (LONG TERM EVOLUTION), THE NEWINTERNATIONAL STANDARD FOR NExT GENERATIONWIRELESS NETWORKS. AND WHAT DOES MARKHOLDEN THINK? THAT WE’RE GOING TO BE LIVING INA VERY DIFFERENT WORLD THAN WE DO TODAY.
  • WHAT’S CHANGINGOUR FUTURE?HARDWAREOLED, OR ORGANIC LIGHT-EMITTING DIODES AREHERE TODAY AND ARE STARTING TO BE USED IN AVARIETY OF DEVICES SUCH AS TV SCREENS,COMPUTER MONITORS, MOBILE PHONES ANDWATCHES. OLEDS CAN BE PRINTED ON TOSUBSTRATES. THEY ARE LIGHT WEIGHT ANDFLExIBLE MAKING THEM PERFECT FOR ROLL-UPDISPLAYS, THEY ARE INCREDIBLY BRIGHT AND HAVEBETTER VIEWING ANGLES AND HAVE BETTER POWEREFFICIENCY.
  • CONNECTED TVWE’RE ALL STILL WAITING FOR THE YEAR OF MOBILEAND THE DAY THAT M-COMMERCE MAKES A WAVE INRETAILING, BUT WITH CONNECTED TV PERHAPS THATDAY WILL NEVER COME.
  • ACCORDING TO HOLDEN, CONNECTED TVCOULD HAVE A GREATER IMPACT THANMOBILE ON THE WAY WE BUY. THIS ISWHEN WE’LL START TO SEE COMPANIESLIKE GOOGLE START BIDDING FOR MAJORBROADCASTING RIGHTS. T-COMMERCEWILL RESULT IN 15$ BILLION IN 2016. THISIS JUST THE ECOM PORTION THE DATAWILL BE WORTH MUCH MOREPROGRAMMING WILL BE THE NEW RETAIL.
  • CONNECTED TVSO HOW WILL THIS CHANGE THINGS IN 2016?T-COMMERCE WILL RESULT IN $15 BILLION IN REVENUESFOR THE PERSONAL COMMERCE PORTION ALONE.HOLDEN SEES THE DATA VALUE BEING WORTH MUCHMORE THAN THIS.PROGRAMMING WILL BE THE NEW RETAIL. AND WHYNOT? WHEN YOU CAN PAUSE TV, VIEW THE ITEM YOURFAVOURITE CHARACTER IS WEARING OR THE CARTHEY’RE DRIVING AND POTENTIALLY BUY IT BEFORETHE NExT COMMERCIAL BREAK.
  • CONNECTED TVIT STARTS WITH THE SOCIALIzATION IF TV AND HBOCONNECT IS JUST THE BEGINNING.
  • BRAND VS CONTENTIT’S NOT NEW – SOAP OPERAS STARTEDTHIS IDEA OF BRANDS BRINGING YOUCONTENT. THEN IN 2001 IT HIT THEPUBLISHING WORLD WITH FAY WELDON’STHE BULGARI CONNECTION WHERE HER 23RD NOVEL WASSPONSORED BY THE JEWELER IN RETURN FOR A MINIMUMOF 12 MENTIONS OF THEIR BRAND IN HER BOOK.NOW THE BLUR BETWEEN BRAND AND CONTENT IS MAKINGIT DIFFICULT FOR THE AUDIENCE TO TELL THE DIFFERENCEBETWEEN THE ADS AND THE PROGRAMMING.
  • BRAND VS CONTENTNOW THE BLUR BETWEEN BRAND AND CONTENT ISMAKING IT DIFFICULT FOR THE AUDIENCE TO TELL THEDIFFERENCE BETWEEN THE ADS AND THE PROGRAMMING.
  • BRAND VS CONTENTTHIS WILL ONLY BECOME MORE AND MORE SEAMLESSAN ExPERIENCE AS THE ADS STOP BECOMING ANINTERRUPTION (SEE THE SYNOPSIS OF ALExANDER’SMANU’S PRESENTATION) AND START TO BECOMEINTEGRATED IN A BRANDED ExPERIENCE.BY 2016, HOLDEN BELIEVES THAT THE ADS SERVED WILLBE CUSTOMIzED TO EACH AUDIENCE MEMBER BASEDON THEIR PREFERENCES AND PREVIOUS BEHAVIOUR.AND THAT THE TECHNOLOGY IS COMING TO ALLOW THECONTENT OF THE SHOW ITSELF TO SHOW DIFFERENTPRODUCT PLACEMENT DEPENDING ON THE AUDIENCE –SOMETHING THAT WILL BE DONE IN POST-PRODUCTION.
  • VIRTUALPERSONALASSISTANTSTHERE’S NO NEED TO WAIT UNTIL 2016 TO ExPERIENCEWHAT IT WILL BE LIKE TO HAVE A VIRTUAL PERSONALASSISTANT – YOU JUST NEED TO HEAD DOWN TO YOURLOCAL APPLE STORE AND PICK UP THE IPHONE 4S ANDLAUNCH SIRI.SURE IT’S GOT ITS BUGS RIGHT NOW – ESPECIALLYFOR THOSE OF US IN CANADA WHERE MANY OF THEFEATURES AREN’T RUNNING OPTIMALLY YET. VIRTUALPERSONAL ASSISTANTS. LINKS TO YOUR DATA ON YOURPHONE, LISTENS TO WHAT YOU ASK FOR AND BOOKS ARESTAURANT FOR YOU. IT WILL MOST LIKELY BE BUILTINTO THE IPHONE 5/6.
  • AUGMENTEDREALITYSOME OF THE PARTICIPANTS OF THE ATOMICCONFERENCE DISCUSSED AUGMENTEDREALITY CAMPAIGNS THAT WERE CREATEDFOR THE LIKES OF BARNES AND NOBLE ANDAIRWALK. HOWEVER, IN EACH CASE THESEPROMOTIONS REQUIRED MARKERS TO FOLLOWAND LOOK FOR WITH AN APP.
  • AUGMENTEDREALITYHOLDEN SPOKE ABOUT MARKERLESSAUGMENTED REALITY WHERE YOUCAN HOLD UP YOUR PHONE TO GETMORE INFORMATION ON PEOPLEAND PLACES.AND EVENTUALLY, HE MUSED, THERECOULD BE AN AUGMENTED REALITY INA CONTACT LENS.
  • IT’S NOT A FADFACEBOOK ISN’T A FAD. IT’S NOT ADATING SITE. IT’S NOT WHERE 18-YEAR-OLDSWASTE TIME (WELL, IT MAY BE THAT TOO).IT’S A PLACE TO START TO DO BUSINESSAND TO REACH AN ENTIRE DEMOGRAPHICSET WHO IS COMMUNICATING ALMOSTExCLUSIVELY ON THIS PLATFORM.BY 2016, HOLDEN REPORTS THAT 76% OFRETAILERS SAY THAT THEY WILL START TOUSE FACEBOOK TO SELL.
  • GAMIFICATIONIT’S THE LATEST INDUSTRY BUzz-WORD, BUT IT TOOWILL TAKE HOLD (AND PROBABLY BEFORE 2016).IT’S NOT JUST FOR FARMVILLE, IT’S BEING USED ANINCENTIVE OR TACTIC TO SOLVE LARGE PROBLEMS.FOR ExAMPLE, WHEN FIRST AID CORPS WANTEDTO RECORD ALL OF THE DEFIBRILLATORS ACROSSTHE WORLD, THEY USED A GAMING MENTALITY TOGET AVERAGE CITIzENS TO SEEK OUT THEDEFIBRILLATORS AND SUBMIT THEIR LOCATIONTO A CENTRAL SOURCE.
  • THE TAKEAWAY?SURPRISINGLY, THE SAME THEMESTARTED TO EMERGE AS THE CONFERENCEPROGRESSED AND IT WAS ONE OFPERSONALIzATION AND SOCIALIzATIONOF CONTENT. NOT JUST BEING ABLE TODESIGN YOUR OWN PAIR OF NIKES, BUTTRULY MAKING THE ExPERIENCE WITH ABRAND A PERSONAL ONE AND THENBEING ABLE TO SHARE THAT ExPERIENCEWITH FRIENDS AND FAMILY.
  • THIS IS THE IDEA OFLOOKING GLASS PEOPLE.IT WILL BE DRIVEN BY THENEED TO BE WITNESSEDAND NOTHING ELSE. THEINCENTIVE IS SIMPLY THAT“YOU SEE ME” ANDRECOGNIzE ME AS A PARTOF THIS BRAND, THIS TRIBE.
  • WHY NOW?THE CHANGES THAT WE SEE COMING IN 2016 WILL BEHELPED ALONG BY OUR LOWER LEVELS OF ANxIETYABOUT PRIVACY AS THE MILLENNIALS, WHO GREW UPIN A CONNECTED WORLD, MAKE THESE BEHAVIOURSAND TECHNOLOGY PART OF THEIR EVERYDAY LIVES.
  • WE HAVE TO SHIFT FROMSET PLANS AND CAMPAIGNSTHAT TAKE SIx MONTHS TOExECUTE AND ANOTHER6 MONTHS TO TEST, TOADAPTING TO WHEREPEOPLE ARE RIGHT NOWAND WHAT THEY WANTTHEIR ExPERIENCE WITHYOUR BRAND TO BE.
  • WE’RE IN A TIME OFExPONENTIAL CHANGE.THE NExT FIVE YEARSWILL FEEL LIKE THEINNOVATION OF THELAST TEN YEARS.ARE YOU READY?
  • TIM LEAKEHYPER ISLAND’SDIGITAL PLAYBOOKTHIS CONTENT IS A SUMMATION OFTIM LEAKE’S PRESENTATION
  • FOR SOME TIME NOW THE QUESTION HAS BEEN RAISEDABOUT HOW TO DEFINE AN AGENCY LIKE OURS. WHODOES DIGITAL WORK, BUT WOULDN’T DEFINE ITSELF ASA DIGITAL AGENCY? WHAT DO WE DO?THE SAME QUESTIONS SEEM TO BAFFLE MANY CLIENTSAS THEY ExPLORE THEIR DIGITAL STRATEGY IN RELATIONTO THEIR OFFLINE STRATEGY AND TRY TO FIND THESYNERGIES AND COMMON THREADS.
  • IN LEAKE’S TALK ABOUT HYPER ISLAND – AWORLD-WIDE EDUCATION PROGRAM ABOUTTHE DIGITAL FUTURE AND HOW TO NAVIGATEIT – HE SOLVED THE SEMANTICPROBLEM WITH HIS OPENING STATEMENT:“IT’S NOT ABOUT CREATING DIGITAL WORK.IT’S ABOUT CREATING WORK FOR A DIGITALWORLD.”
  • YOU CAN FALL DOWN THERABBIT HOLE OF TACTICSBECAUSE WITH DIGITAL THEREARE MILLIONS OF PLACES THATYOU CAN TAKE AN IDEA. THEPROBLEM IS, YOU CAN EASILYGET LOST IN THE DETAILS.
  • HE SEES TWO TYPES OF MEDIA:INTERRUPTIVE MEDIA AND ONDEMAND MEDIAINTERRUPTIVE MEDIAALL BRANDS HAD TO DO WAS GET NOTICED –IT WAS A PUSH MENTALITY.ON DEMAND MEDIATHE BRAND IS NO LONGER IN CHARGE. THEAUDIENCE IS. AND THE CONTENT AND ExPE-RIENCE YOU’RE SHARING HAS TO BE GOODENOUGH TO SEEK OUT.
  • INTERRUPTIVE MEDIAALL BRANDS HAD TO DOWAS GET NOTICED – ITWAS A PUSH MENTALITY.
  • ON DEMAND MEDIATHE BRAND IS NO LONGERIN CHARGE. THE AUDIENCEIS. AND THE CONTENT ANDExPERIENCE YOU’RESHARING HAS TO BE GOODENOUGH TO SEEK OUT.
  • SO YOU ASK YOURSELF, WHYWOULD YOUR SHOPPER OR CON-SUMER WANT TO SPEND TIMEWITH YOUR BRAND?WHAT ARE YOU OFFERING THAT’SMEANINGFUL? VALUABLE?OR CAN HELP SOLVE A PROBLEM?
  • SPEED IS ANOTHER ISSUE IN THESOCIAL AND DIGITAL WORLD.WITHIN A DAY, YOU CAN HAVE ARESPONSE TO A CAMPAIGN THATTOOK SIx MONTHS TO PUTTOGETHER AND YOU DON’T HAVEANOTHER SIx MONTHS TO PUTTOGETHER A RESPONSE.SO WHAT IS YOUR PLAN?
  • LEAKE SUGGESTSSTEALING FROM THEPRINCIPLES OF IMPROV:1. LISTEN2. “YES AND...”3. A MISTAKE IS A GIFT4. MAKE THE ACTIVE CHOICE, DON’T JUST TALK ABOUT- WHAT YOU’RE GOING TO DO5. MAKE EVERYONE ELSE LOOK BRILLIANT6. FIND THE GAME
  • WHO’SLISTENING?JETBLUE IS. WHEN THE MEDIA JUMPED ALLOVER THE AUTOMOTIVE INDUSTRY FORTAKING THEIR PRIVATE JETS TO ASK FORBAILOUT MONEY, JETBLUE RESPONDEDWITH AN AD AND MICROSITE INVITINGTHEM TO FLY JETBLUE INSTEAD.
  • WHO’S LISTENING?HONDA IS. HONDA DID MORE THAN ‘LISTEN’ TOIT’S BRAND-LOVERS, HONDA LOVED THEM BACKWITH A CAMPAIGN THAT REACHED OUT TO PEOPLEWHO LOVE THEIR CARS MAYBE A LITTLE BIT TOOMUCH. LOVES YOU BACK.
  • ACT LIKE A START-UPIDEAS ARE MEANT TO BE SHARED. DON’T ACT LIKEA LARGE CORPORATION, OR ELSE NOTHING WILLGET DONE. ACT LIKE A START-UP AND LET YOURIDEAS LOOSE!1. GET LEAN AND USE JUST AS MANY PEOPLE AS YOU NEED2. WORK FAST3. MINIMIzE WASTE4. ExPOSE IDEAS TO AS MANY PEOPLE AS POSSIBLE5. TEST IDEAS6. SCALE IT UP LATER WHEN YOU FIND SUCCESS7. THEN BLOW IT OUT
  • ONE WEEK CHALLENGE:WHAT CAN WE DO ANDLAUNCH IN A WEEK?DON’T OVER THINK ITTRY IT AND SEE IFPEOPLE RESPOND TO IT.
  • STOP TELLINGSTORIES ANDSTART INSPIRINGSTORIES
  • FRANK COOPER IIICMO, GLOBAL CONSUMERENGAGEMENT, PEPSICOTHE HIT PRINCIPLETHIS CONTENT IS A SUMMATION OFFRANK COOPER’S PRESENTATION
  • BRANDS MUST RETHINK THEIR ROLE IN OURCULTURE. THEY NEED TO MOVE AWAY FROMBEING SEEN AS AN ADVERTISER OR PASSIVEOBSERVER. EVEN BEING A SPONSOR OF THEIRSHOPPER OR CONSUMER’S EVENT ISN’T GOODENOUGH. BRANDS MUST NOW BE MAKERS OFCULTURE AND CREATORS AND CURATORS OFExPERIENCE.THIS IS THE IDEA BEHIND ‘THE HIT PRINCIPLE.’IT’S ABOUT CAPTURING THE SOCIAL zEITGEISTAND MAKING IT A PART OF THE BRAND.
  • THE REASON FOR THIS SHIFT IS A LOSSOF CORE CONSUMERS. PEOPLE ARE LESSBRAND LOYAL AND SO BRANDS ARE PAY-ING MORE TO GET LESS OF A RETURN.IN ADVERTISING, IT APPEARS THATEVERYTHING HAS EVOLVED ExCEPTBRAND MARKETING PRACTICE.THE WAY WE’VE GONE TO MARKET HASBEEN THE SAME FOR TOO LONG.
  • HTTP://YOUTU.BE/HESUDG-TFIK
  • COOPER’S THREEPILLARS FOR ACHIEVINGTHE HIT PRINCIPLE:HUMANITYIMAGINATIONTRUTH
  • HUMANITYRESPECT THE COLLECTIVE IDENTITY. UNDERSTANDTHE VALUES THAT BIND PEOPLE TOGETHER. FROMHERE, YOU CAN CREATE A MOVEMENT.BUT YOU START WITH THE PEOPLE WHO LOVE YOU,NOT THE UNDECIDED.THIS WAS THE PEPSI REFRESH PROJECT. IT WASONE OF THEIR MOST SUCCESSFUL PROGRAMSWITH 3 BILLION EARNED MEDIA IMPRESSIONS –BUT IT DIDN’T SELL MUCH PEPSI.
  • HUMANITYFOLLOW GOOGLE’S ExAMPLE AND DON’T TALKABOUT THE TECHNOLOGY, TALK ABOUT WHAT THETECHNOLOGY CAN DO. HTTP://YOUTU.BE/R4VKVHIJDQK
  • IMAGINATIONFIGURE OUT HOW TO PLANT AN ORIGINAL IDEAINTO SOMEONE’S MIND. IT’S ABOUT CREATIONAND PERCEPTION. HOW DO WE CREATE PER-CEIVED VALUE?2008 THEY CREATED DEWMOCRACY WHERE THEYCREATED A NEW MOUNTAIN DEW. THIS BECAMETHE MOST SUCCESSFUL LIMITED-TIME OFFER INPEPSI HISTORY. THIS IS THE POWER OF BRINGINGPEOPLE TOGETHER AND CO-CREATING.
  • TRUTHWHETHER YOU BELIEVE IN TRANSPARENCY ORNOT IT’S GOING TO HAPPEN. ALL BRANDS AREOPEN TO THE SCRUTINY AND APPLAUSE OF THEIRCONSUMERS. BUT WHEN YOU MAKE YOURSELFA GENUINE PART OF THE ExPERIENCE, IS WHENYOU FORM REAL BONDS.IN THE CASE OF xFACTOR, PEPSI SEES ITSELF ASA PRODUCER, CURATOR AND CREATOR – NOT ASHOW SPONSOR. THE WINNER IS FEATURED INA PEPSI COMMERCIAL THAT WILL BE AIREDDURING THE SUPERBOWL MAKING THEM PARTOF THE LEGACY. IN THIS WAY, PEPSI BECOMESA PART OF THE PRIzE.
  • SUMMARY
  • AFTER AN INTENSE DAY OF DISCUSSIONAND LEARNING, THE TAKE AWAY FROM THECONFERENCE FOR OUR BRAND PARTNERS IS(NOT SO SIMPLY): “WHAT DO I WANT FROM MYAUDIENCE?” THERE ARE POTENTIALLY MILLIONSOF PEOPLE INTERACTING WITH YOUR BRANDAND ARE YOU A MEANINGFUL PART OF THEIRLIVES OR ARE YOU USING THIS TIME TO ASKTHEM TO TO “BUY MORE, PLEASE?”
  • AND FOR AGENCIES LIKE OURS, IT’S ABOUTUNDERSTANDING OUR CLIENTS’ SHOPPERSAND CONSUMERS. LEARNING AND CREATINGACTIONABLE INSIGHTS THAT CAN PROPERLYREFLECT EACH INDIVIDUAL’S NEEDS ANDWANTS BACK TO THEM.WE DON’T HAVE TO WAIT FOR THE FUTURE TOSTART TO TEST, LEARN AND APPLY. THE FUTUREIS ALREADY HERE.
  • FLACCAVENTOJ@MARS-PHILTER.CA167 KING STREET EAST, SECOND FLOORTORONTO, ONTARIO, M5A 1J4416.365.0460www.mars-philter.ca