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WELCOME TO 90 MINUTES THAT JUST MIGHT CHANGE
YOUR ENTIRE LIFE
TODAY’S WORKSHOP SCHEDULE
11:30 Welcome and explanation of Workshop details (05 min)11:35 Brief presentation of the Personal Cybersphere (25 min)12:00 The Brief, Forming Teams, “The Secret Envelopes“ (10 min)12:10 Team-Work on the Workshop Challenge (30 min)12:40 Team presentations & Close at 13:00 (20 min)
#CannesLions @pwfleming
LET’S GO!
HOW?
R1
R2
R3
R4
WHO?
UbaldoWalterHolger
.
尋找威利
BONJOUR
WallyWaldoCharlie
Credits: Martin Handford#CannesLions @pwfleming
RECOGNITION
This Brand Is 21st Century
This Brand Sees Me...
& Simplifies My Life
Credits: Twentieth-Century Fox
RECOGNITION
R2
R3
R4
OEL NGATI KAMEIE
WHICH BRANDS ARE MISSING OUT?
WHY Strong competition from Nintendo for female segment
PlayStation SpainRecognition through Comercial Ethnography (“CE”)
WHO Barcelona Virtual CE Study, 4 months, Madrid & Barcelona
HOW 1. “Tupper Play” 2. “Shop with Me” 3. “Play with Me”
You Understand “Flow”
Your Brand Lets Me Fly!
& Uses Micro-Moments
RESPONSE
Google Micro-MomentsRight Time. Right Person. Right Product. NO FLOW
FLOW
#CannesLions @pwfleming
FLOW
You Speak My Language
Know My Digital Lifestyle
& Your Brand’s Relevant
RESPECT
#CannesLions @pwfleming
WeatherDigital Post-Its®Alarm ClockStocksYour Mum
Digital LifestyleDecisive for Respect. Critical for Sales.
Credits meme: someecards.com, PlayStation VR
#CannesLions @pwfleming
Transactions Are Organic
Lovemark Loyalty…
And Generate MGM
RELATIONSHIP
LA RENTABILIDADNACE DE LA RELACIÓNProfitability Is Born from People
12% Conversion to Database
11:48 Average Time On-Site
23% Member get Member
3,45% Conversion to Sales
RECOGNITION
RESPONSE
RESPECT
RELATIONSHIP
THE SECRET PASSWORD?
HOW CANYOU GET TOYOUR BESTCUSTOMER?
#CannesLions @pwfleming
Credits: Rolls Royce, H.J. Mulliner · RM Auctions
The Secret Password:.
Relevant Relationship
slideshare.net/pwfleming{available 27.06.16}
#CannesLions @pwfleming
“The Personal Cybersphere”and “The 4 R’s”:
© Copyright Paul W. Fleming,2001
