www.trade-nte.com WELCOME TO THE AGE OF KNITTING Making better marketing possible and profitable
Aug 23, 2014
www.trade-nte.com
WELCOME TO THE AGE OF KNITTINGMaking better marketing possible and profitable
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?
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.
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.
Making better marketing possible and profitable
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.
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.
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.
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.
Making better marketing possible and profitable
This is the hard work of making it better
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.
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.
Making better marketing possible and profitable
Better is possible when you can purposefully knit together storytelling and environment, technologies and financial performance.
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.
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.
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.
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.
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?
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
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
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
Making better marketing possible and profitable
Contact US@tradestories