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  

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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  

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Andrew  Jeavons  Mass  Cogni0on  

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What  would  an  Experience  Driven  Marke7ng  Organiza7on  look  like?  Fiona  Blades,  USA,  Fes0val  of  NewMR  2016  

For  further  informa0on  please  contact    Fiona  Blades    fionablades@meshexperience.com    +1  917  975  6861  +44  7979  808758    @FionaMESH    www.meshexperience.com