Post on 14-Apr-2017
What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016
What would an Experience Driven Marke7ng Organiza7on look like?
Fiona Blades MESH Experience 3rd February, 2016
#NewMR 2016 Sponsors
Media Partner GreenBook
What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016
The CMO’s role is changing
What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016
People’s rela7onships with brands are changing
What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016
Structure and Process
Hierarchical (command and control, rigid)
Ecosystem (flexible, agile, empowering)
• Linear • Weeks, months and years • Major calendar events • Periodic data to guide decisions
• Parallel working, collaborative • Days, minutes and seconds • Triggered alerts and rules • Real-time data to guide decisions
What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016
Experience Driven Marke7ng
We need to move from what we ‘push out’ as marketers (metrics such as Share of Voice)
TV
Online
Newspaper
Magazine
Social
Radio
Outdoor
Mailing/Leaflet Cinema
What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016
Experience Driven Marke7ng
To a more human centered world Understanding all brand touchpoints
What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016
Experience Driven Marke7ng
So we understand what people actually ‘pick up’ (metrics such as Share of Experience)
What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016
Experience Model and Metrics
• Experience Reach
• Experience Share
• Experience Posi0vity
• Experience Persuasiveness
• Experience Impact
Share of Market
Share of Experience
Posi0ve Experiences (and Nega0ve)
Proposi0on
Channels Paid, Owned, Earned
Placement Context Timings
Compe0tors
What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016
Usage/Consump7on Experience is #1
What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016
2 ways of organizing Touchpoint Experiences
(by brand) Occasion Experiences
(by category)
Paid
Owned
Earned
POEM Awareness/Priming Planning In Moment
Post Moment Memories
Big Night Out
Along the path to purchase
What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016
Touchpoint Experience Management Touchpoint Experiences
(by brand)
Paid
Owned
Earned
• TV/screen (Brand and Retail, sponsorship, partnership, product placement, YouTube), Outdoor, Radio etc
• In Store, In Restaurant
• Digital adver0sing, search, social adver0sing
• PR • Social • Conversa0on
• Consump0on/usage • Website
Roles • Brand Experience Director
• Paid Media Experience Brand Manager
• In Store Experience Brand Manager
• Consump0on Experience Manager
• Social Experience Manager
Responsible for genera7ng High Experience Score to grow brand
• Cost effec0ve Experience Share • Cost efficient Experience Reach • Rich mix of Posi0ve Experiences
What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016
What will be different? • Pick up, not push out – human centered
• Integrated and holis0c perspec0ve
• Retail and Brand combined (e.g. Manufacturer and Retail TV experiences)
• Medium and message combined (e.g. when and where the TV ad is shown)
• Context understood (e.g. sequencing of TV comms from product placement to sponsorship)
What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016
Occasion Experience Management Occasion Experiences
(by category)
Responsible for genera7ng Big Night Out Volume and Value Share
through managing experiences along
the customer journey
Roles • Big Night Out Experience Director
• Paid Media Spirits Experience Manager
• In Store Spirits Experience Manager
• Consump0on Experience Manager
• Social Experience Manager
Big Night Out
Relaxing at Home Special celebra7on
Casual night with friends
Entertaining Weekend Chill
Awareness/Priming Planning In Moment Post Moment Memories
TV adver0sing, Product Placement etc
Online search, websites, social, circulars, partnerships
Bar, Club, POS, Bartender, consump0on
Social
What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016
What will be different?
• Growing Occasions and Occasion share (rather than brands)
• Category rather than Brand
• Customer Journey focussed
• Shopper and Consumer perspec0ve
• Touchpoint by Need State
What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016
What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016
Thank You!
What would an Experience Driven Marke7ng Organiza7on look like? Fiona Blades, USA, Fes0val of NewMR 2016
Q & A
Fiona Blades MESH Experience
Media Partner GreenBook
Andrew Jeavons Mass Cogni0on
#NewMR 2016 Sponsors
Media Partner GreenBook