Planningness Recap for interTrend Comunications

replay for interTrend Communications

Monday, November 2, 2009

unlike most conferences


we learned

http://www.ﬂickr.com/photos/w5photos/4030246498/

we applied


we presented

http://www.ﬂickr.com/photos/exitcreative/4021580672/

Zeus Jones on
Modern Branding


brands built through
interaction

http://www.ﬂickr.com/photos/jurek_durczak/2085088326/

modern brands are
deﬁned by what they do

http://www.ﬂickr.com/photos/67465256@N00/194660449/

http://www.zeusjones.com/blog/2009/planningness-new-marketing-tools/

classic marketing tools
http://www.zeusjones.com/blog/2009/planningness-new-marketing-tools/

the one “insight”

http://www.ﬂickr.com/photos/snorri_orn/3510012461/

the one “big idea”


How can we make
research faster, cheaper,
more effective, more
iterative in nature?

an on-going


collaborative and iterative process


not just about creating more
perfectly clean and polished briefs


more micro briefs



micro ideas

http://gdpsu.typepad.com/.a/6a00e55001740b883401127944ae5028a4-500wi

and learn from them

http://www.ﬂickr.com/photos/scottster/3679129498/

and keep doing it until the client tells us to...

http://www.ﬂickr.com/photos/ecb/133203964/

What tools do we have
that’ll allow us to listen
and monitor our
customers behaviors,
attitudes, opinions in real-
time?

What tools can we use
or produce that’ll provide
us opportunities to
[constantly] create?

What can we start doing
everyday that will help
drive our client’s business
forward?

Jason Oke & Gareth Kay
on
Connections Planning


everything is a medium

http://www.ibelieveinadv.com/commons/jakpetz-crawling.jpg

everything

http://fuckyeahads.tumblr.com/post/230278533/borrowedheaven-girlfulloftangledhair

treating people as just eyeballs


http://www.slideshare.net/jasonoke/connections-planningness

creating a ‘lil joy to people’s lives


part of the conversation


http://www.zeusjones.com/blog/2009/recently-launched-bp-photobooth/

adding value to customer experiences


“the key is to produce something that both pulls people
together and gives them something to do.” - Henry Jenkins


creating more human connections at
the heart of everything we do
http://www.ﬂickr.com/photos/cerasaragirl/1896458365/

THE ENGAGEMENT PLANNING GUIDE CLIENT BUSINESS PROBLEM OR CHALLENGE:
BETA
THEPLANNINGLAB.TYPEPAD.COM 2009
FREE TO USE AND REDISTRIBUTE

PRIMARY BRAND TARGET GROUP BRAND RELATIONSHIP
SOLUTION BUILDING

New channels/formats/
/technologies/… What relationship does the brand have
How does the target group behave?
with its audience? What’s a realistic
In buying decisions?
future brand relationship?
ENABLERS

What’s their real-life What should be the role of
INTERACTION
conversation topic? the new media channel(s)?
CREATE
INFORM/ATTRACT/MOTIVATE/SELL
SHARE
RECEIVE
INDIVIDUALS IN THE SOCIAL NETWORK HOW ARE TRADITIONAL MEDIA CHANNELS/
FORMATS/CONTACT POINTS USED BY THE
TARGET GROUP? WHAT ROLES DO THEY HAVE?
Experiences/entertainment/
content/visualisation/functions

ACTIVATORS

The Planning Lab


a journey, not just the destination


instead of 360-degree
campaigns

http://www.ﬂickr.com/photos/98894117@N00/2206475032/ http://www.ﬂickr.com/photos/75429951@N00/375434178/

fin

http://www.ﬂickr.com/photos/brockm/3090986107/

waiting for the next order


http://www.ﬂickr.com/photos/joeshlabotnik/3707230247/

think like designers, architects, experience planners


we all have one shared goal

http://www.schneiderism.com/tag/f1-pit-crew/

Does connections
planning have a place at
interTrend?


How can we ﬁnd what
Asian-Americans are
doing on and ofﬂine, and
with whom?

How can we create our
own media?


Twitter: @nguyenduong
Email: nguyen@intrendTrend.com

a lot of this comes from people much smarter than me, that i’ve stolen from, discussed with and remixed it here. those people are:
@jasonoke, @garethk, @adrianho, @joakimnilsen, @faris, @chroma, @paulisakson, @avin_narasimhan, @jeremytai, @erinjoan,
@kylecameron, @clairegrinton, @johnfschneider, @theplanninglab, @skylerwallace, @plannergirl, @daria, @congbo, @misentropy,
@buddingculture, Tim Gregory, Apo Bordin, Stephanie Redlener, Kaleen Ogden, Lydia Kim, Stacey Kawahata, Hilary Hempstead, Gorse
jeffries
http://www.ﬂickr.com/photos/windo/4048391693/

Planningness Recap for interTrend Comunications

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