Fiona Blades Festival 2016
•
0 likes•525 views
The document discusses what an experience driven marketing organization would look like. Key points include: - The CMO's role is changing from pushing out messages to understanding all brand touchpoints and what experiences people actually have with the brand. - The organization would be more human-centered and focus on metrics like share of experience rather than just share of voice. It would seek to understand brand experiences across different channels. - Experience would be managed across the customer journey, looking at both touchpoint experiences by brand and occasion experiences by category. New roles like experience directors and managers would focus on generating positive experiences.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (17)
Similar to Fiona Blades Festival 2016
Similar to Fiona Blades Festival 2016 (20)
More from Ray Poynter
More from Ray Poynter (20)
Recently uploaded
Recently uploaded (20)
Fiona Blades Festival 2016
- 1. What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016 What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades MESH Experience 3rd February, 2016 #NewMR 2016 Sponsors Media Partner GreenBook
- 2. What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016 The CMO’s role is changing
- 3. What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016 People’s rela7onships with brands are changing
- 4. What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016 Structure and Process Hierarchical (command and control, rigid) Ecosystem (flexible, agile, empowering) • Linear • Weeks, months and years • Major calendar events • Periodic data to guide decisions • Parallel working, collaborative • Days, minutes and seconds • Triggered alerts and rules • Real-time data to guide decisions
- 5. What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016 Experience Driven Marke7ng We need to move from what we ‘push out’ as marketers (metrics such as Share of Voice) TV Online Newspaper Magazine Social Radio Outdoor Mailing/Leaflet Cinema
- 6. What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016 Experience Driven Marke7ng To a more human centered world Understanding all brand touchpoints
- 7. What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016 Experience Driven Marke7ng So we understand what people actually ‘pick up’ (metrics such as Share of Experience)
- 8. What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016 Experience Model and Metrics • Experience Reach • Experience Share • Experience Posi0vity • Experience Persuasiveness • Experience Impact Share of Market Share of Experience Posi0ve Experiences (and Nega0ve) Proposi0on Channels Paid, Owned, Earned Placement Context Timings Compe0tors
- 9. What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016 Usage/Consump7on Experience is #1
- 10. What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016 2 ways of organizing Touchpoint Experiences (by brand) Occasion Experiences (by category) Paid Owned Earned POEM Awareness/ Priming Planning In Moment Post Moment Memories Big Night Out Along the path to purchase
- 11. What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016 Touchpoint Experience Management Touchpoint Experiences (by brand) Paid Owned Earned • TV/screen (Brand and Retail, sponsorship, partnership, product placement, YouTube), Outdoor, Radio etc • In Store, In Restaurant • Digital adver0sing, search, social adver0sing • PR • Social • Conversa0on • Consump0on/usage • Website Roles • Brand Experience Director • Paid Media Experience Brand Manager • In Store Experience Brand Manager • Consump0on Experience Manager • Social Experience Manager Responsible for genera7ng High Experience Score to grow brand • Cost effec0ve Experience Share • Cost efficient Experience Reach • Rich mix of Posi0ve Experiences
- 12. What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016 What will be different? • Pick up, not push out – human centered • Integrated and holis0c perspec0ve • Retail and Brand combined (e.g. Manufacturer and Retail TV experiences) • Medium and message combined (e.g. when and where the TV ad is shown) • Context understood (e.g. sequencing of TV comms from product placement to sponsorship)
- 13. What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016 Occasion Experience Management Occasion Experiences (by category) Responsible for genera7ng Big Night Out Volume and Value Share through managing experiences along the customer journey Roles • Big Night Out Experience Director • Paid Media Spirits Experience Manager • In Store Spirits Experience Manager • Consump0on Experience Manager • Social Experience Manager Big Night Out Relaxing at Home Special celebra7on Casual night with friends Entertaining Weekend Chill Awareness/Priming Planning In Moment Post Moment Memories TV adver0sing, Product Placement etc Online search, websites, social, circulars, partnerships Bar, Club, POS, Bartender, consump0on Social
- 14. What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016 What will be different? • Growing Occasions and Occasion share (rather than brands) • Category rather than Brand • Customer Journey focussed • Shopper and Consumer perspec0ve • Touchpoint by Need State
- 15. What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016
- 16. What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016 Thank You!
- 17. What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016 Q & A Fiona Blades MESH Experience Media Partner GreenBook Andrew Jeavons Mass Cogni0on #NewMR 2016 Sponsors Media Partner GreenBook
- 18. What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016 For further informa0on please contact Fiona Blades fionablades@meshexperience.com +1 917 975 6861 +44 7979 808758 @FionaMESH www.meshexperience.com