C Scape by Larry Kramer Presentation by Yang Chunjiayi Digital innovation and Change Management 2013 Sciences Po Paris .

1. ?!
Sciences Po EDC M2
Chunjiayi YANG

2. ?! WHO’S LARRY KRAMER?
WHAT’S C-SCAPE?
WHAT HAPPENS TO MARKETS?
WHAT HAPPENS TO PRODUCTS?
WHAT HAPPENS TO BUSINESSES?

3. WHO’S LARRY KRAMER?

5. WHAT’S C-SCAPE?
YOU!
CONSUMER
CONTENT
CURATION
CONVERGENCE

6. WHAT HAPPENS TO…?
1. MARKETS
2. PRODUCTS
3. BUSINESSES

7. WHAT HAPPENS TO MARKETS?
1. Advertising Becomes “Content”
2. Talk With, Not At
3. Digital Mind-reading
“Consumers themselves are transforming. They walk into a retail locatioon
knowing more about the products than the retail associates.”
-- John Ross, Home Depot

8. WHAT HAPPENS TO MARKETS?
1. Advertising Becomes “Content”
2. Talk With, Not At
3. Digital Mind-reading

9. WHAT HAPPENS TO MARKETS?
1. Advertising Becomes “Content”
2. Talk With, Not At
3. Digital Mind-reading
“The marketing slogan that we use is ‘Find your customers before they search.’”
-- Tim Kendall, Facebook

10. WHAT HAPPENS TO PRODUCTS?
1. Every Product is A Media Experience
2. They Choose, You Curate
3. Loyalty that Lasts
!

11. WHAT HAPPENS TO PRODUCTS?
1. Every Product is A Media Experience
2. They Choose, You Curate
3. Loyalty that Lasts
• Limited areas
• Professional design team
• Evaluations and feedback

12. WHAT HAPPENS TO PRODUCTS?
1. Every Product is A Media Experience
2. They Choose, You Curate
3. Loyalty that Lasts
“You can’t compensate with communication for your lack of product.”
-- Arnaud Deschamps, Nespresso

13. WHAT HAPPENS TO BUSINESSES?
1. Price the Experience, not the Product
2. Partner like a Start-up
3. The New Newsroom

14. WHAT HAPPENS TO BUSINESSES?
1. Price the Experience, not the Product
2. Partner like a Start-up
3. The New Newsroom
“My job is to sell the collection of the people who worked hard to make them. I
go to Abercrombie or Ralph Lauren and I say: What service can I do for you?
What inventory is left? I will give you the best service. I’ll take all you’ve got,
and sell a high volume at cost price, so you don’t lose money.”
-- Jacques-Antoine Granjon, Vente Privée
EVERYONE CAN BE CONSUMER!

15. WHAT HAPPENS TO BUSINESSES?
1. Price the Experience, not the Product
2. Partner like a Start-up
3. The New Newsroom
•
•
•
•
Provide news and informations
Feed underlying interests or concerns
Host larger conversations
Connect individually

16. CONCLUSION

17. •
CONCLUSION
•
•
•
A book for entrepreneur rather than
for marketer/communicator
Classic but old examples
Change is the only constant
Embrace the future but keep calm

18. THANK YOU!
Chunjiayi YANG