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Presentation for Canadian Marketing Association on location. Some super videos below, speaker notes to come when I'm less sleepy. Slide 17 http://www.youtube.com/watch?v=1RZgJnLTNoM Slide 19 http://www.youtube.com/watch?v=h2OfQdYrHRs Slide 29 http://vimeo.com/13867453 Slide 30 http://www.youtube.com/watch?v=nJVoYsBym88 Slide 31 http://www.youtube.com/watch?v=iynzHWwJXaA Slide 37 http://vimeo.com/24515056 Slide 47 http://www.youtube.com/watch?v=myq8upzJDJc Slide 64 http://www.youtube.com/watch?v=azIAwuWA9qU Slide 65 http://www.youtube.com/watch?v=GyFqZtKvya0
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Location Matters The 3 Big Questions
I work here.
The basics • Location matters • For us or against us • Elements of location • The Effect on Experience
Location is a matter for billboards.
One that allows an advertiser to send advertisements or other information to a
mobile device based on its physical location.
Location Based Services
1,000,000,000 Check-ins
Perhaps, we’ve missed the point.
We spend all this time thinking about cities in terms of their local details, their restaurants and
museums and weather. I had this hunch that there was something more, that every city was also
shaped by a set of hidden laws. Geoffrey West, Theoretical Physicist
People's movements appeared to follow a mathematical pattern. The scientists said that,
with enough information about past movements, they could forecast someone's future
whereabouts with 93.6% accuracy.
The pattern held true whether people stayed close to home or traveled widely, and wasn't affected by
the phone user's age or gender. Robert Lee Holtz
3X as many smartphones are being activated every minute
around the world than there are babies being born
22% of smartphone owners have changed their mind in the store
due to their mobile phone. Google Ipsos Study of Hong Kong Smartphone Users, September 2011
Question #1 Are we removing a barrier or getting
someone to stick around?
Location is something to overcome.
The obstacle of location.
Location is something to celebrate.
Consumers are telling us that they prize drama over utility, scarcity over ubiquity, novelty over the
guaranteed sameness of the national brand. They want brands that are porous to the world, that integrate with the world. They are prepared to embrace brands that take a little more effort,
especially if that effort rewards them with something that is exciting and rare.
Grant McCracken, Anthropologist
Question #2 What elements of location matter
most?
If only location was so simple. Location isn’t a single variable, but a
combination of several factors.
Place Proximity Time Context
Digital Exhaust
Place Altering the experience
based upon your physical location
SF Park
Tesco
The Fun Theory
Proximity Altering the experience by including
those around you.
Communities and Networks. Communities present easier entry points for
advertisers, often more so than friend networks.
Graph via Abhinav Singh
Proximity has power – the biggest influences on your behavior turn out to be where you
are and whom you are with.
Yakob and Gehrt, MDC Partners,
kbs&p
Blendr is a social networking experience unlike any other. Using your mobile device’s location-based
technology, you can connect with others nearby with similar interests, hobbies, profession and much more.
Discover the world around you: make friends, and build connections and explore your surroundings.
Blendr makes it easy to take that first step.
Grindr
FriendThem
Neighborgoods
Whip Car
Time Altering the experience
based on when you’re there.
Explore 9/11
Museum of London // Street Museum
Audi Frustration Index
Google Flu Trends
Context Altering the experience by
playing with the environment.
Indifference for the people we create things for and the reality of their daily lives is not just foolish, it's
wrong. Dieter Rams
Joshua Bell
RecipePad
TabbedOut
RunPee
Digital Exhaust Altering the experience by
making data visible.
Tidy Street
Bundle
DontEat.at
Question #3 What should the experience be like?
The Brand “Branding helps people make quick, easy, intuitive and confident purchase decisions. Without thinking about them that much. Or worrying about the price. Or the quality. Or the competitive offers that might be available.” – Martin Weigel
No one is going to pick up your product and try it if they don't want to buy into the experience.
Stanley Hainsworth, Founder, Tether Inc.
The Difficulty of Doing
If agencies want to think more like tech startups, they might focus less on clever storytelling and more
on utility. Adam Glickman, Founder, the IdeaLists
The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they
don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you
say things imaginatively, originally, freshly. Bill Bernbach
Because that's what we need to add to so many things, to give them that extra necessary magic. A pretending layer. So it's not just a useful or beautiful or functional
object - it's got some little nod to who we're pretending to be when we're using it.
Russell Davies
The Framing Layer
Nokia Drive Time
Zombies Run
Finding purpose. "I think many people assume, wrongly, that a
company exists simply to make money. While this is an important result of a company's existence, we
have to go deeper and find the real reasons for our being.”
David Packard
Ask yourself this:
What cause are you a credible voice for?
What a brand feels is important
How a brand talks
How a brand acts
What a brand rallies the community around
Why a brand does it
What is your
purpose?
Unique Mobile Opportunity
Where am I?
Why do I care?
"You learn to like the excitement of mild, ongoing risk taking…Sometimes it works, sometimes it
doesn't, but it's the creation of possibility.” Brad Blanton, Founder of Radical Honesty
Thanks. You can find me on the internet. Paul McEnany Director of Strategy at Twist Image heehawmarketing.com // @paulmcenany Credit to: Jennifer Powell, Brandi Zebrak, Corey Litvak Judy and the Investors Group team Flickr: Gilderic, Duchamp, Vamitos, Manitoba Maps, Fridastenberg, Beth19, mateugrin, cdm