David Woodbridge, MD of the labs consultancy, Project Worldwide presented on The Growth of Innovation Centres and Their Role in Your Business Strategy at Mumbrella's Finance Marketing Summit.

1. © Project Confidential
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The Growth Of
Innovation Centres
And Their Role In Your
Business Strategy
August 10th 2017
David Woodbridge
Managing Director
The Labs
david.woodbridge@thelabs.com
EXCERPTS FROM:

2. ABOUT THIS DOCUMENT
This document is an excerpt from the full personation give to attendees at the
Mumbrella Finance Summit held in Sydney on August 10th 2017
If you wish to receive the full document that was presented please contact David
Woodbridge, MD The Labs.

3. Who are we?
Walmart’s shopper marketing agency
Consumer Activation Agency
Social first experiential agency
Creating Smarter Experience
Consumer Engagement Agency
Creative technology and content creation
The world’s largest experiential agency

4. Our Experience
11
countries
24
cities
pop-up
centres
9
45
permanent
centres
17global
customers

5. So what is an Innovation Centre?
•
It is a dedicated space that
is a critical touchpoint which
helps inform, educate and
instil confidence in your
customers through
engaging interactions with
your product, sales and
marketing teams
Copyright © The Labs 2017. All Rights Reserved. A Project: WorldWide Agency

6. 6
FinTech is the fastest growing sector
Source: Capgemini

7. 7
Key Focus Areas Expanding Objectives
Innovation Centre mandates vary
Source: Capgemini

8. Observations
• Many of these centres are becoming too much of a
“me too” and there is very little differentiation
• The question about who owns the IP created in a
collaboration session is still unanswered

9. t
9
About 80-90 percent of innovation
centers fail, and end up being a
massive waste of time. – Senior
executive at leading global bank.
Source: Capgemini
Is there an issue?

10. Key strategies you should undertake
Your Innovation Centre must be purpose driven, technologically
enabled and engineered from the ground up, to deliver smarter
experiences that generate actionable insights for your end-to-
end business.
Copyright © The Labs 2017. All Rights Reserved. A Project: WorldWide Agency

11. 11
2016 Multi-Client Study on The Role Of Experience Centres
• 77% of customers said they had purchased, or planned to
purchase, products or services discussed in their briefings.
• 67% of purchasers said their briefing was influential on their
decision to purchase.
• 73% of respondents who purchased said their purchase
amounts increased by an average of 28%.
• 34% of purchasers said their purchase cycle was shortened
by an average of 26%.
So why are corporates investing in permanent centres?

12. • To increase the number of decision makers coming to your centre you need an
effective customer targeting process
• It’s critical to have clearly defined preparation, listening and takeaway processes
• There is a definite link between visiting an Innovation Centre and demand
generation / sales acceleration
Insights

13. Can you avoid the flat line?

14. MOOD ARCHITECTURE
Design the centre to shift expectations
UNIQUE PARTNER INTEGRATIONS
SHARING THE MEGAPHONE
THE UNMEETING MEETING
MULTI-SENSORY AND IMMERSIVE EXPERIENCES
MEANINGFUL INTERACTIONS
THE NEW KEYNOTE EXPERIENCE

15. What’s next?

16. It’s all about making personal connections and being seamless
NON-TRADTIONAL LOCATIONS
CUSTOMER SELF DEFINED EXPERIENCES
INTEGRATED TECHNOLOGY PLATFORMS
BIG DATA ANALYTICS AND LIVE REPORTING
COGNITIVE ENGAGEMENT
Next Generation Innovation Centre’s

17. Thank you

18. © Project Confidential
Retail | Transportation | Sport & Entertainment
Healthcare | Commercial | Education | Finance
Contact
David Woodbridge
Managing Director
The Labs
david.woodbridge@thelabs.com