Experiences, Not Ads

We are user experience experts who think holistically about marketing problems. We build Websites and Online Advertising Campaigns. We do it by creating Exceptional Experiences.

We are user experience experts who think holistically about marketing problems.

We build Websites and Online Advertising Campaigns.

We do it by creating Exceptional Experiences.

Our Clients./

Media Consumption is now 24/7. We switch off./

Now some advertisers are switching off too./ Consumers don't see Whole Foods ads in their local papers, during daytime television shows or even in magazines. While other food retailers spend heavily to draw shoppers, Whole Foods counts on its brand, its reputation and targeted community efforts to bring in customers. The Austin American-Statesman

We need a new model for Customer Engagement./

What does engagement look like?/ Interactive Desirable Useable Necessary Is there a reason to use it? Is it easy to use? Is it aesthetically pleasing? Does it facilitate conversation? An Experience Hierarchy

TRENDS./

Crowdsourcing./

Niche as the New Mass./

User-Generated Advertising ./

Lifecasting./

Key Takeaways./ There’s no free lunch! Respect your audience Listen and be willing to change Market to reinforce affinity Become a conversation architect

There’s no free lunch!

Respect your audience

Listen and be willing to change

Market to reinforce affinity

Become a conversation architect

TECHNIQUES./

Shadowing One-on-One Usability Day in the Life Contextual Research and Observation

Mindset Immersion Attribute Clustering Task Analysis Organization and Validation

Goals Motivations Tasks Criteria Frustrations Values Synthesis

Strong ties to Boomer parents Honor the body and spirit Identifies as independent Organic furniture. Strong connection to nature Scented candles for the metro spiritualist Yoga book for the indoor athlete Global citizenship. The ideal of invisible culture lines. Green is grounding and inspirational Wants a dog but travels too much Subscribes to cable for deep content around active interests Socially conscious energy bar for the wellness-minded woman Industrial accent. A modern indulgence. Flea market purchase: Ambiance + social responsibility Jenny’s Pad

CAREERS./

My Questions./ What company should I be targeting? Do I have any aptitude for this? What am I giving up? What am I gaining?

What company should I be targeting?

Do I have any aptitude for this?

What am I giving up?

What am I gaining?

Brand Advertising AWARENESS & EMOTIONAL RESONANCE

Brand Advertising AWARENESS & EMOTIONAL RESONANCE Promotional Advertising DESIREABILITY AT POINT OF SALE

Brand Advertising AWARENESS & EMOTIONAL RESONANCE Promotional Advertising DESIRABILITY AT POINT OF SALE Voice of the Customer UNDERSTANDING CUSTOMER BEHAVIOR

Brand Advertising AWARENESS & EMOTIONAL RESONANCE Promotional Advertising DESIRABILITY AT POINT OF SALE Voice of the Customer UNDERSTANDING CUSTOMER BEHAVIOR Design Movement USABILITY & ESTHETICS

Brand Advertising AWARENESS & EMOTIONAL RESONACE Promotional Advertising DESIRABILITY AT POINT OF SALE Voice of the Customer UNDERSTANDING CUSTOMER BEHAVIOR Design Movement USABILITY & ESTHETICS CUSTOMER EXPERIENCE Experience Design

What Traits Are Required?/ Understand good design, and can speak to it Flexible in your thinking Comfortable with uncertainty Excited about the customer and customer experience An idea-generator, a thought-starter, a questioner A good listener- hearing insights and perspectives from others Comfortable working across disciplines Synthesis and framework thinking

Understand good design, and can speak to it

Flexible in your thinking

Comfortable with uncertainty

Excited about the customer and customer experience

An idea-generator, a thought-starter, a questioner

A good listener- hearing insights and perspectives from others

Comfortable working across disciplines

Synthesis and framework thinking

What are you Giving Up?/ $$$ Be prepared to be one ingredient, not the main dish Have to prove your value at each stop along the way You will need to forge you own career path

$$$

Be prepared to be one ingredient, not the main dish

Have to prove your value at each stop along the way

You will need to forge you own career path

What Do You Gain?/ Exercise the “creative” part of your brain everyday Energy- this is a dynamic new era for marketing communications Traditional business culture – real deadlines, teamwork – but without the role-playing Interdisciplinary teams Physical (well, digital) outputs to your work The opportunity to experiment

Exercise the “creative” part of your brain everyday

Energy- this is a dynamic new era for marketing communications

Traditional business culture – real deadlines, teamwork – but without the role-playing

Interdisciplinary teams

Physical (well, digital) outputs to your work

The opportunity to experiment

Thank you! Misha Cornes MBA ’01 Director, Strategy [email_address]