Keeping Digital Human

@jimwolffman #signalnoise

KEEPING DIGITAL HUMANUsing ‘Experience Planning’ to put people first.

EXPERIENCE PLANNING

“A process that fills a gap between strategy and creative design.”

Experience Plans can include

CUSTOMER BEHAVIOUR

MEDIA HABITS

BRAND CONNECTIONS

SERVICE OPPORTUNITIES (online, mobile, social, experiential)

MARKETING & PR OPPORTUNITIES

EVERY BRAND HAS A LIFECYCLE

A brand means different things to people at different times. A person’s (digital) experience with the brand should reflect this.

B&Q

Be GOOd to your Ex-Es

What your brand or service does once a transaction is over still matters.

s1jobs.com

Job Seekers

s1jobs.com

EMPLOYERS

THE GYM

APPEALING To MEMBERS & NON-MEMBERS

THE GYM“Open to everyone”

Brand is dead. Long live culture

Thinking about the culture of an audience and the organisations that serve it tells us a lot more than ‘brand’ does.

ACS CLOTHING

NEW HIREWEAR BRAND

LOCATION LOCATION LOCATION

Where someone experiences your service or marketing matters.

FIRST GREAT WESTERN AUDIENCE OPPORTUNITIES

FIRST GREAT WESTERN MEDIA OPPORTUNITIES

INSPIRE Low Dwell Time Big impact

PURCHASE HIGH Dwell Time STRONG CTA

STRATEGICMEDIA SCHEDULE

LITTLE DELIGHTS GO A LONG WAY

We put disproportionate value on the little things.

AVIVA MOMENTS OF MAGIC

Now your turn

Take a client, campaign or product and get planning…

- The customer lifecycle

- Where the brand fits in

- Service opportunities

- Media opportunities

- Marketing ideas

Thanks!

@jimwolffman #signalnoise