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Adam Richardson
Innovation X: www.innovationxbook.com   eMarketing Conference 2010
Twitter: @richardsona                  ...
We are a global innovation firm.
480 people / 32 nationalities / 40 years of experience




    We help the world’s leadin...
April 23, 2010
@frogdesign 50,000
    @Amazon 20,000
   @Nike Plus 6,000
  @Coca Cola 21,000



                      April 23, 2010   4
“Why do you keep
 Barbies in your
 dishwasher?”




                   April 23, 2010   5
In today’s disruptive environment,
 really understanding customers
         must be job one




                          ...
But there’s a problem.
Three problems, actually.




                            April 23, 2010   7
Customers are getting more demanding
                               April 23, 2010   8
Customers aren’t fitting into segments
                                  April 23, 2010   9
Customers aren’t fitting into segments
                                  April 23, 2010   10
Customers aren’t fitting into segments
                                  April 23, 2010   11
“Our traditional research told us that there
                 was a total available world market of about
                ...
“A single story from one disgruntled
 customer may be worth more than
 reams of market research data simply
 because, whil...
Deep customer insight is required to
  uncover the new opportunities
                                April 23, 2010   14
Customer Research




          Trends                           Competitive Research




                        Logical ...
April 23, 2010   16
April 23, 2010
Complexity
             April 23, 2010
Old TV’s: how big?
                     April 23, 2010   19
Today the choices are more complex
                              April 23, 2010   20
Customers are more confused
                          April 23, 2010   21
“For HD and Blue Ray DVD HDMI audio I do not
     understand if any post-processing is done on the
     5.1 Lossless PCM c...
In a complex world, it is the job of the
  marketer to listen to, educate and
  support the customer at all points
       ...
The Typical Car Experience




                             April 23, 2010
The MINI Convergent Ecosystem
Retail                                            Lifestyle




Web


                      ...
PRODUCTS
Hardware, software,
services

INTERACTIONS
Web, blogs, social
networks, Twitter, forums,
email…

MESSAGES
Brand, ...
PRODUCTS
Hardware, software,
services

INTERACTIONS
Web, blogs, social
networks, Twitter, forums,
email…

MESSAGES
Brand, ...
This means two things.




                         April 23, 2010   28
Company                         Partners


                              R&D      Marketing    Exec      Retail           ...
Two: eMarketing must be at least 50%
             listening.
                                April 23, 2010   30
Corporations = People
                        April 23, 2010   31
Be curious
Be humble
Be genuine




             April 23, 2010   32
Innovation X: http://www.innovationxbook.com
Twitter: @richardsona
Blog: http://www.frogdesign.com/amphibious




        ...
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eMarketing 2010 Conference, frog design

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Presentation by Adam Richardson, creative director at frog design and author of Innovation X, given at the eMarketing Conference 2010 in San Francisco.

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  • Something we’ve tried to do with all aspects of mktg platform is to make it about open-ness, sharing, 2-way communication.As a company we have undergone a transformation – our marketing used to be shiny object focused, we have worked hard to change that in last 5-10 years. Creating a social marketing platform has both been an outgrowth of that change, as well as helped fuel the change in perceptions from the outside.That brings me to the main topic I want to talk about today, which is listening well, and being curious about the world around you.
  • Let me start with an odd question: “Why do you keep Barbies in your dishwasher?”Actually it’s a perfectly reasonable question when you meet someone who keeps Barbies in their dishwasher.People are really interesting, and do unexpected things for reasons that are not always obvious. The stories they tell you are not always accurate reflections of what they do and why they do it.
  • We used to talk about Walmart customers
  • And we used to talk about Porsche customers
  • But today those can easily be the same customer
  • As a result of the previous 2 trends, customers are getting less predictable
  • 400 sticky notes, each containing one finding, from just 8 customer visits. Finding the opportunities takes time
  • Multi-vector research – connect the dots across vectors, don’t just rely on one path of research to uncover the big opportunities
  • Buying a tv used to be simple
  • Today they may all look the same, but there’s a lot more to consider. People are confused and feel under-equipped.
  • This is a framework from Innovation X – customer journey mapped to a touchpoints matrix. Align the touchpoints longitudinally across time…
  • But also align them within each stage, across touchpoint types.
  • It’s easier today to gather customer insight than ever.Still astonished how few companies are effectively bringing that intelligence in at the front end of the development process. It’s only being used to market stuff after it’s already been launched. This means your offerings will always be behind.
  • Understanding cannot truly happen without listening.Let me leave you with one parting thought…
  • Recent Supreme Court decision on corporations are people as far as free speech goes.But people are more and more treating companies and brands as people.So act like a person you’d like to spend time with. Don’t only talk about yourself, don’t exploit others, find out about what other people want and enjoy, help make them successful.
  • Sincerely seek out the outliers, not just the people you know about alreadyHave humility about what you don’t know, and don’t spend all the time talking about yourselfBe genuine and authentic – people’s bullshit meters are extremely sensitive these days.
  • Transcript of "eMarketing 2010 Conference, frog design"

    1. 1. Adam Richardson Innovation X: www.innovationxbook.com eMarketing Conference 2010 Twitter: @richardsona April 23, 2010 Blog: www.frogdesign.com/amphibious April 23, 2010
    2. 2. We are a global innovation firm. 480 people / 32 nationalities / 40 years of experience We help the world’s leading companies create and bring to market meaningful products, services, and experiences that improve people’s lives. Our multidisciplinary process reveals valuable consumer and market insights and delivers lasting, humanizing solutions across multiple technologies, platforms, and media. Company overview April 23, 2010 2
    3. 3. April 23, 2010
    4. 4. @frogdesign 50,000 @Amazon 20,000 @Nike Plus 6,000 @Coca Cola 21,000 April 23, 2010 4
    5. 5. “Why do you keep Barbies in your dishwasher?” April 23, 2010 5
    6. 6. In today’s disruptive environment, really understanding customers must be job one April 23, 2010 6
    7. 7. But there’s a problem. Three problems, actually. April 23, 2010 7
    8. 8. Customers are getting more demanding April 23, 2010 8
    9. 9. Customers aren’t fitting into segments April 23, 2010 9
    10. 10. Customers aren’t fitting into segments April 23, 2010 10
    11. 11. Customers aren’t fitting into segments April 23, 2010 11
    12. 12. “Our traditional research told us that there was a total available world market of about two million units for a $499 phone; we sold over two million units in the UK alone.” “If you want to be a leading company, you have to create the products that create your destiny.” - Geoffrey Frost, former CMO, Motorola Customers are getting less predictable April 23, 2010 12
    13. 13. “A single story from one disgruntled customer may be worth more than reams of market research data simply because, while the latter may identify a problem, it is the former that can suggest the solution.” - Henry Mintzberg April 23, 2010
    14. 14. Deep customer insight is required to uncover the new opportunities April 23, 2010 14
    15. 15. Customer Research Trends Competitive Research Logical But Company Legacy Comparative Research Unexpected Insights Technology Brand Retail April 23, 2010 15
    16. 16. April 23, 2010 16
    17. 17. April 23, 2010
    18. 18. Complexity April 23, 2010
    19. 19. Old TV’s: how big? April 23, 2010 19
    20. 20. Today the choices are more complex April 23, 2010 20
    21. 21. Customers are more confused April 23, 2010 21
    22. 22. “For HD and Blue Ray DVD HDMI audio I do not understand if any post-processing is done on the 5.1 Lossless PCM channels from these players. Will DD PLIIx or THX 7.1 apply to these? What are the limitations? If I have a 1080P video stream going through the unit with HDMI to my display device, how does the OSD and Set up menu display?” Customers seek help wherever they can April 23, 2010 22
    23. 23. In a complex world, it is the job of the marketer to listen to, educate and support the customer at all points April 23, 2010 23
    24. 24. The Typical Car Experience April 23, 2010
    25. 25. The MINI Convergent Ecosystem Retail Lifestyle Web April 23, 2010 25
    26. 26. PRODUCTS Hardware, software, services INTERACTIONS Web, blogs, social networks, Twitter, forums, email… MESSAGES Brand, advertising, collateral, packaging… SETTINGS Retail, events… Everything is connected. April 23, 2010 26
    27. 27. PRODUCTS Hardware, software, services INTERACTIONS Web, blogs, social networks, Twitter, forums, email… MESSAGES Brand, advertising, collateral, packaging… SETTINGS Retail, events… All touchpoints must be integrated. April 23, 2010 27
    28. 28. This means two things. April 23, 2010 28
    29. 29. Company Partners R&D Marketing Exec Retail ODM PRODUCTS Hardware, software, services Eng. Sales Strategy SW Dev Advert. INTERACTIONS Web, blogs, social networks, Twitter, forums, email, cust svc… Design Web MESSAGES Brand, advertising, Manuf. collateral, packaging… Brand SETTINGS Retail, events… SW Dev. One: eMarketing must be connected with everything else. April 23, 2010 29
    30. 30. Two: eMarketing must be at least 50% listening. April 23, 2010 30
    31. 31. Corporations = People April 23, 2010 31
    32. 32. Be curious Be humble Be genuine April 23, 2010 32
    33. 33. Innovation X: http://www.innovationxbook.com Twitter: @richardsona Blog: http://www.frogdesign.com/amphibious April 23, 2010 33

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