Experiences, Not Ads

16,534 views

Published on

Trends in user-centric design, interactive marketing, and a view of the agency world from the MBA perspective. Presented April 2007, Haas School of Business, UC Berkeley

Published in: Business, News & Politics
2 Comments
108 Likes
Statistics
Notes
  • This is like looking at a spreadsheet and asking 'where is the aesthetic beauty'? I am trying to explain a concept- an experiential approach to marketing that engages customers in a dialogue rather than shouting at them. That's not to say that metrics are not crucial to understanding if you have succeeded. Maybe I should put together another presentation that looks solely at the business case...it would start with these hard numbers: a proported $450m offer for Club Penguin from Sony about three weeks after I first posted this deck.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Examples of increased revenues? This is all very vague about how this translates into money. How is the value of these ideas supposed to be measured?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
16,534
On SlideShare
0
From Embeds
0
Number of Embeds
80
Actions
Shares
0
Downloads
631
Comments
2
Likes
108
Embeds 0
No embeds

No notes for slide
  • Experiences, Not Ads

    1. Experiences, Not Ads
    2.  
    3. <ul><li>We are user experience experts who think holistically about marketing problems. </li></ul><ul><li>We build Websites and Online Advertising Campaigns. </li></ul><ul><li>We do it by creating Exceptional Experiences. </li></ul>
    4. Our Clients./
    5. Media Consumption is now 24/7. We switch off./
    6. 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
    7. We need a new model for Customer Engagement./
    8. 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
    9. TRENDS./
    10. Crowdsourcing./
    11. Niche as the New Mass./
    12. User-Generated Advertising ./
    13. Lifecasting./
    14. Key Takeaways./ <ul><li>There’s no free lunch! </li></ul><ul><li>Respect your audience </li></ul><ul><li>Listen and be willing to change </li></ul><ul><li>Market to reinforce affinity </li></ul><ul><li>Become a conversation architect </li></ul>
    15. TECHNIQUES./
    16. Shadowing One-on-One Usability Day in the Life Contextual Research and Observation
    17. Mindset Immersion Attribute Clustering Task Analysis Organization and Validation
    18. Goals Motivations Tasks Criteria Frustrations Values Synthesis
    19.  
    20. 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
    21. CAREERS./
    22. My Questions./ <ul><li>What company should I be targeting? </li></ul><ul><li>Do I have any aptitude for this? </li></ul><ul><li>What am I giving up? </li></ul><ul><li>What am I gaining? </li></ul>
    23. Brand Advertising AWARENESS & EMOTIONAL RESONANCE
    24. Brand Advertising AWARENESS & EMOTIONAL RESONANCE Promotional Advertising DESIREABILITY AT POINT OF SALE
    25. Brand Advertising AWARENESS & EMOTIONAL RESONANCE Promotional Advertising DESIRABILITY AT POINT OF SALE Voice of the Customer UNDERSTANDING CUSTOMER BEHAVIOR
    26. Brand Advertising AWARENESS & EMOTIONAL RESONANCE Promotional Advertising DESIRABILITY AT POINT OF SALE Voice of the Customer UNDERSTANDING CUSTOMER BEHAVIOR Design Movement USABILITY & ESTHETICS
    27. 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
    28. What Traits Are Required?/ <ul><li>Understand good design, and can speak to it </li></ul><ul><li>Flexible in your thinking </li></ul><ul><li>Comfortable with uncertainty </li></ul><ul><li>Excited about the customer and customer experience </li></ul><ul><li>An idea-generator, a thought-starter, a questioner </li></ul><ul><li>A good listener- hearing insights and perspectives from others </li></ul><ul><li>Comfortable working across disciplines </li></ul><ul><li>Synthesis and framework thinking </li></ul>
    29. What are you Giving Up?/ <ul><li>$$$ </li></ul><ul><li>Be prepared to be one ingredient, not the main dish </li></ul><ul><li>Have to prove your value at each stop along the way </li></ul><ul><li>You will need to forge you own career path </li></ul>
    30. What Do You Gain?/ <ul><li>Exercise the “creative” part of your brain everyday </li></ul><ul><li>Energy- this is a dynamic new era for marketing communications </li></ul><ul><li>Traditional business culture – real deadlines, teamwork – but without the role-playing </li></ul><ul><li>Interdisciplinary teams </li></ul><ul><li>Physical (well, digital) outputs to your work </li></ul><ul><li>The opportunity to experiment </li></ul>
    31. Thank you! Misha Cornes MBA ’01 Director, Strategy [email_address]

    ×