Paul Sheehy, Folk | BIMA Breakfast Briefing - Making the most of the 'maker revolution

Making the most of The Maker Revolution

I’m Paul.I founded Folk.

I like fine wine and bright trousers.

First there was the social revolution...

First there was the social revolution...

Mobile tech and the social web● Accelerated the rate at which

○ We built relationships○ Influence gathered momentum○ Information was shared

Negative Implications

And the implications…● e.g. Netflix…

○ Customers unhappy about change in pricing

○ 82,000 negative responses on Facebook, Twitter and the blog, left unaddressed

○ Netflix lost 800,000 customers, and two-thirds its market value.

Positive Implications

But on the other hand…

Burberry● Burberry World

○ Put social at the heart of the business

○ United customers, suppliers and vendors to the brand

○ Angela Ahrendts, CEO: "You have to be totally connected to anyone who touches your brand.”

We succeeded in the social revolution by…

● Changing the way we engaged with customers

● Becoming social enterprises● Altering the way we managed

our businesses

Cue: The Maker Revolution

Cue: The Maker Revolution

The Social Revolution brought consumers accessible broadcasting…

The Maker Revolution will bring consumers accessible manufacture.

Cue: The Maker Revolution

In the same way that the Social Revolution seemed daunting, the Maker Revolution proposes some crucial implications:

● People Power● Personalisation

Cue: The Maker Revolution

3D printing allows the additive manufacture of a near-infinite number of products based on digital blueprints.

People Power

Consumers will be able to directly manufacture goods for themselves

Personalisation

They’ll also be able to bring a level of customisation to them that would be very difficult to provide on the mass market.

Personalisation

The implication:

Why would people continue to spend money on our products when they can make them cheaper and in a way that is tailored to their personality from their own homes?

Brand Challenge

Although for the foreseeable future, there are still many products that require talented craftsmen...

The challenge: adapting and evolving with the growth of additive manufacture.

"You’ve got to be fearless … use your intelligence, your common sense. If you’re a fashion retailer

you should be embracing every single type of technology you can."

Lulu Guinness

Brand Solutions

a) Handing production over to the consumer, and sell the intellectual property rights instead.

Brand Solutions

b) Focusing time and resources on creating highly customisable products, without the limitation of waste and cost, e.g. Ray Ban, Nike.

Make things people want,not make people want things.

Just take the music industry...

The ease of piracy: unstoppable.

Just take the music industry...

The penalty? A letter asking you not to.

Just take the music industry...

The benefit of piracy?

Brand equity - gained from influencers who illegally download and share their love of the music with people who will buy into the ‘experience’ of that

music through tours, and merchandise.

Where does it leave Agencies?

On the same path.Helping to teach brands to be heart-centered, multi-skilled communicators, and publishers

of incredible content that connects meaningfully with their tribes.

Where does it leave Agencies?

The Maker Revolution offers consumers the abilityto re-produce the tangible brand.

… But, it is the intangible world of a brand that consumers still desire to be a part of.

Agencies must continue to collaborate with brands to curate and perfect their un-

printable USP - connections.

The Future:Transformation

So we’ve got two options:

1. We lose customers until our final campaign barely registers and our business dies.

OR

2. We bring heart into our business.

Which is why

Everythinga brand does must connect with people in a way that is more than just linear.

The Future:Revealing Your Purpose

Today’s world wants to know you and the real story behind

why you do what you do-

Bobette Buster

@folkwithpurpose | @KiwiSheehywww.wearefolk.com