PursuitOverview8.25.09
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Transcript of PursuitOverview8.25.09
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People-Centric Innovation
Our approach to business, marketing and communications.
image via flickr for onon-commercial use
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marketing innovationbusiness optimization
research & insight
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Entrepreneur
Journalist
Leader
Ice Cream Aficionado
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Tinkerer
Strategist
Tech Geek
Tired Dad
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Marketer
Digital Guru
CS(mile)O
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Designer
Innovator
Cultural Observer
Loiterer
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Philosophy
communications
products technologies
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Marketing activities are siloed.
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Communications start with people.
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Listening and observing.
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Making Connections.
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Without the context of how people live their lives, interact with others and make decisions relevant to you, can you really connect?
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Everyone picks a path.
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With deeper insights into people’s emotions
Exploring emotional, social and behavioral drivers of people. Understanding the interactions, interests and motivating factors that inspire to take action.
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Bottom-up insights that move ongoing relationships
Create demand by differentiating yourself. Generate loyalty by servicing those who come to you. Build relationships by joining the genuine pursuit of others.
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Social context, media & lifestyle behaviors
sDigging to understand how different target groups communicate, live, play and interactwith one another. Media behaviors, interests, social technologies and environments.
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Discovery + Metrics
INVENTORYDefine your business goals, competitive dynamics and available marketing channels and resources
OBSERVEMap the customer journey in relation to your category, products/services, brand and specific marketing channel(s) via innovative research methods
ARCHITECTWe’ll map findings across the customer journey and develop media and message pathways to connect with your most important stakeholders over time (right place, right time, right message)
CONCEPT & CO-CREATEIdeate (across your enterprise and with your customers) optimal solutions to deliver on the specific needs identified across specific phases of the journey using facilitation techniques and software
ALIGN AND EVALUATE (ROI Framework)Define the metrics to track progress based on overall business goals, customer outcomes and specific communication “jobs” assigned to each tactic deployed across the journey
OPTIMIZE (Agent-Based Simulation)Measure ROI and simulate what-if scenarios for new/innovative ideas using a virtual marketplace of cost experiencing the journey
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