The New Org

ORG.Chart

The Role of designers in the

new economyTHE NEW

what is your future readiness?

Context

•The world we play in

•Our Ecosystem

•New Buyers=New Demands=NEW MODEL

•Takeaways

evolutionspecialization

Knowledge Brokerage

Economics of Trustworthiness

Mass Customization

innovation

Innovation Everywhere

High Value

1900’s Future

Industrial

Sameness (Straight)

Large Scale Production

Stable

High Volume

Agrarian

Localization

Specialization

Small Volume

average time spent per day with major media

TV and Video4.34

Internet2.47

Radio1.34

Mobile1.05

Newspapers0.26

Magazines0.18

Other0.48

0

750

1500

2250

3000

Million

2000 2002 2004 2006 2008 2010 2012E 2014E 2016E

Tablets

Smartphones

PC’s

new buyers emerging

Digital immigrants digital natives

1980

test your digital iq

• View games as leisure activity

• Prefer step by step instructions

• Prefer graphics over text

• Thrive on instant gratification and rewards

• Multi-tasking a breeze

• Proper English

• Quickly adapts new technology

• Stays with familiar

• Personal information on internet

• Print emails

b2b expert series: the rise of the digital native

b2b expert series: the rise of the digital native

Generation c

•Connected, communicating, content-centric, computerized, community-oriented, always clicking

“The proliferation and increasing sophistication of communication, interaction and collaborative technologies and tools, and economics of travel itself will result in knowledge workers traveling less frequently. The opportunity to meet face-to-face will be accorded to top management and business travel will be a valued luxury .”

“The rise of generation C” Strategy+Business, February 22, 2011

Impact on us• On grid 24/7

• iEverywhere

• Consultative approach with relevant and consistent content

• Fast response

• Wider research net

• Multi-channel

takeaway

you are not designers...

you are change agents

why face to face?To capture attention. People’s full attention is needed

• Switch-tasking reduces comprehension and retrieval

• Moves brain off autopilot

• To inspire a positive emotional climate.

• When you want to energize and inspire.

• To build human networks and relationships.

• To power up networks and relationships

Business Meetings—”The Case for Face-to-Face,” Forbes Insights

performance of exhibition industry vs. real gdp

0

1

2

3

4

3.2

1.1

2.7

3.8

2.2

1.61.5 1.6

Q1Q2

Q3Q4

Overall Exhibition IndustryReal GDP

ceir index q4 comparison2009=100

90

95

100

105

110

Overall NSF Exhibitors Attendees Revenue

Q4 2011Q4 2010

3.8%4.2%

2.4%

3.6%

5.1%

Estimated percentage allocation of marketing spend by channel

2008 2009 % ChangeN=173 N=155

Business-to-business exhibiting 35.8% 33.9% 1.9%Trade online marketing - website, SEO, etc. 8.3% 10.0% 1.6%

Trade magazine advertising 11.1% 9.7% 1.4%General online marketing - website, SEO, etc. 6.5% 9.0% 2.5%

Trade e-mail marketing 4.5% 6.0% 1.5%Direct Mail 4.7% 4.9% 0.2%

General event sponsorships 4.9% 4.4% 0.6%Corporate event exhibiting 3.8% 4.1% 0.3%General print advertising 4.9% 3.9% 1.0%

Business-to-consumer exhibiting 4.1% 3.2% 0.8%Telemarketing 2.3% 2.2% 0.2%

General broadcast/cable advertising 2.4% 2.0% 0.4%Other 6.7% 6.9% 0.2%

Shading of ‘ ‘ signifies a statistically significant difference from 2009 vs 2008 at the 95% confidence level.

intentions for exhibition property for use at 2010 b2b exhibitions

Six out of 10 executives anticipate that their companies will use their current exhibits, as is, for the 2010 show cycle, while nearly four out of 10 anticipate refurbishing current exhibits.

0% 10% 20% 30% 40% 50% 60%

59%

42%

15%

13%

8%

Will use current exhibit(s), as is

Will refurbish current exhibit(s)

Will contract to rent exhibit(s)

Will purchase new exhibit(s)

NA

takeaway

Face to face marketing is growing...

….fewer new domestic projects

….global offers new opportunities

industry landscape

$1.3 Billion

$1.0 Billion

$1.0 Billion

Freeman

GES

Top 60 Exhibit Agencies

company landscape0 20 40 60 80

8

75

19

50

GCs and more

Event Marketing Agencies

Mobile Marketing Agencies

Exhibit Designers & Producers

ImaginationGPJ, Pico

Freeman, GES,Czarnowski

3D Exhibits,Sparks, Derse

Impact, Photosound (healthcare), GPJ (automotive/

large account)

InXpo, Unisfair

Skyline, Classic, Expo3

Skyline, ABEX,Expand

Sevco, Kentucky Trailer,Catalyst

Moss (tension fabric), K2 (builders), Highmark

(systems)

CreativeAgency Global

solutions

verticalintegrators

Hybrid

industrypenetrators

virtual

Lightweight

modular

Niche(geographic/

industry)

specialty

takeaway

Market fragmentation creates specialization…

...what is your specialty?

So what does the exhibit agency of the

future look like in 2020?

Business model

ecosystem[Future]

Creative agency:always a place

Hybrid:diversification-difficult

Hybrid agency:integrated real and online

Global solutions:inbound and outbound

Lightweight/Modular:largest segment

Specialty: smart

Industry penetrators:logical

New:alliance networks

Niche: smart

New:European-style

factors defining Success

•Blinding Speed…”fast food creative”

•Quantum Leap In Complexity

•Fewer second chances

• Industry-centricity

•Greater Risk

•Drastic Change

•Digital-centricity

•Quantifying value

•Surprises

takeaway

existing models die and new ones morph to market demands

Designers are change-agents who ask “why”, deliver “what if”, specify “how”, identify “when” and quantify everything.

takeaway

1.You are a change agent2.Face to face is growing3.Build business case4.Market fragmentation creates specialization5.Adapt to new generation of Buyers6.Old models die and new ones emerge7.Invent Your Future Or Others Will

takeaway

8.You Can’t Be Everything To Everyone9.Find Your Secret Sauce…or Invent One10.Synchronize your department11.Quantify everything12.Add speed tools - Google SketchUp13.Build outsource partnerships14.Integrate marketing platforms

role of designers in the new economy

“The illiterate of the 21st century will not bethose who cannot read or write; they will bethose who cannot learn, unlearn, andrelearn.”

- Alvin Toffler