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www.trade-nte.com WELCOME TO THE AGE OF KNITTING Making better marketing possible and profitable
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Welcome to the age of knitting

Aug 23, 2014

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Marketing

TRADE-NTE

You need to understand the story today, where your story needs to go, the technologies to help you get there and the operational realities of the moves you need to make.

The difference between where you are and where you want to be is not easy.  The next step requires new ways of thinking and doing, unfettered by legacy constructs.  This is the hard work of making it better.
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Page 1: Welcome to the age of knitting

www.trade-nte.com

WELCOME TO THE AGE OF KNITTINGMaking better marketing possible and profitable

Page 2: Welcome to the age of knitting

Making better marketing possible and profitable

Everyone creates wonderfully unique

little moments of time in digital and

physical space but who has the big

picture story? PR, Marketing, Sales or

Product?

Page 3: Welcome to the age of knitting

Making better marketing possible and profitable

Larger and larger teams strive to

perfect smaller and smaller moments

of interaction. So we have all these

fragments of meaning, generated

constantly.

Page 4: Welcome to the age of knitting

Making better marketing possible and profitable

What’s required is something or

someone that ties it all together,

connecting human experience and the

significance of that experience.

Page 5: Welcome to the age of knitting

Making better marketing possible and profitable

Welcome to the age of knitting

Page 6: Welcome to the age of knitting

Making better marketing possible and profitable

Building a common fabric to weave

theme and stories, people, places and

technologies together.

Page 7: Welcome to the age of knitting

Making better marketing possible and profitable

Knitting help’s the organization

extrapolate entrenched brand

tenants into shared story

opportunities and builds a common

fabric to weave theme and stories,

people, places and technologies

together, profitably.

Page 8: Welcome to the age of knitting

Making better marketing possible and profitable

You need to understand the story

today, where your story needs to go,

the technologies to help you get there

and the operational realities of the

moves you need to make.

Page 9: Welcome to the age of knitting

Making better marketing possible and profitable

The difference between where you are

and where you want to be is not easy.

The next step requires new ways of

thinking and doing, unfettered by

legacy constructs. 

Page 10: Welcome to the age of knitting

Making better marketing possible and profitable

This is the hard work of making it better

Page 11: Welcome to the age of knitting

Making better marketing possible and profitable

We started Trade to better partner with leadership teams so they can create more valuable experiences for the people they want to do business with.

Page 12: Welcome to the age of knitting

Making better marketing possible and profitable

We do this through interconnected work rooted in story, data and profitability that’s real world up, not power point down.

Page 13: Welcome to the age of knitting

Making better marketing possible and profitable

Better is possible when you can purposefully knit together storytelling and environment, technologies and financial performance.

Page 14: Welcome to the age of knitting

05/14/14 www.trade-nte.com

5 ways to do marketing better

Page 15: Welcome to the age of knitting

Making better marketing possible and profitable

Plan for Growth

Where will it come from? Will you help squeeze performance out of mature media one more

time? Tinker yet again with the media mix on a truffle hunt for the tiniest improvement in

COGs? Or will you roll up your sleeves and do the hard work that reinvents the go to market

model with two-way channels of story sharing and experiences beyond product?

!

The answer is probably all of the above. Improving message, product and service still creates

value. So will new operation models and the agile infrastructure that supports them. So if

you’re going to grow, make sure you grow smart.

Page 16: Welcome to the age of knitting

Making better marketing possible and profitable

Develop the Narrative

Brands can no longer inflict a self-serving brand narrative through interruptions in media.

People don’t exist to consume your product. They seek meaning through experience in life.

!

People live their own life in multiple personal narratives like parenthood, love, creation, family,

friendship and leisure. Your product plays a supporting role. However, there are opportunities to

participate in shared narratives where you offer something of value in exchange for their time.

Page 17: Welcome to the age of knitting

Making better marketing possible and profitable

Design the Experience

Marketing’s “user experience” is inward focused and mostly transactional. From a narrative

perspective , it is about people’s “Life Experiences,” beyond the screen. Life experiences are

more than interaction and interface design planning; there is a larger context in which people

operate.

!

Personal networked devices allow us to interpret larger populations and geographies over

time. These ecosystems now include the machine sensors surrounding people as well.

Understanding how people move through the world, interact with screens and sensors gives us

much deeper meaning beyond segmentation and purchase size. We can understand flow

through life.

Page 18: Welcome to the age of knitting

Making better marketing possible and profitable

Prototype the Future

Technology is moving from IT-based stability, security and standardization to marketing based

speed/agility, impact, and differentiation. Marketing must have a say if not control

technological destiny because it impacts capabilities, customer experiences, competitive

positioning and organizational efficiencies.

!

Marketing needs to act more like product development than messaging or campaign

management because it’s what customers experience and it can become a new revenue

engine. Quickly prototyping technology improvements like a new product or service experience

or the products themselves has become a core competency.

Page 19: Welcome to the age of knitting

Making better marketing possible and profitable

Co-Create

Congratulations. Your product or service will never be finished. Ever. Because now we live in a

world where people want to tell you what’s working and what’s not. They can and will, they

have the tools.

!

This is the age of perpetual beta and facilitating this conversation is the never ending work of

what used to be customer service. Are you organized to listen, to respond, to take suggestions,

to show people who care enough to make contact how you are making things better? Is your

company structured to reward those that participate in this dialog?

Page 20: Welcome to the age of knitting

Making better marketing possible and profitable

How TRADE is meeting these new expectations

Offerings Capabilities

Growth Planning Business case development, financial modeling, organizational planning, measurement and performance reporting

Narrative Development Thematic design, story creation, editorial planning, content development, search optimization

Experience Design Ecosystem design planning, product and multi-channel extension, experiential retail, digital product concepting

Prototyping Opportunity identification, vision and concept design, functional prototyping, agile ideation, prototyping and user testing

Co-Creation Customer listening programs, idea management, influencer engagement

Technology IntegrationEcosystem audit, platform assessment, product selection, roadmap development, requirements development, partner selection, program management

Page 21: Welcome to the age of knitting

Making better marketing possible and profitable

We are knitting solutions across industries

Growth PlanningNarrative

Development Experience Design Prototyping Co-CreationTechnology Integration

Retail Banking

Outdoor Retail

Education

Health/Wellness

Auto

Page 22: Welcome to the age of knitting

Making better marketing possible and profitable

GE Capital Bank Healthy Interactions/ Novo Nordisk School Specialities

Implemented brand storytelling platform to lower cost of customer acquisition while diversifying marketing mix.

Developed patient provider experience design strategy and tool planning along with educational materials including curriculum development all in support of new drug introduction

Developed product development roadmap for organizational migration from analog to digital product platform.

Recent work

Page 23: Welcome to the age of knitting

Making better marketing possible and profitable

Contact US@tradestories