@jimwolffman #signalnoise
KEEPING DIGITAL HUMANUsing ‘Experience Planning’ to put people first.
EXPERIENCE PLANNING
“A process that fills a gap between strategy and creative design.”
Experience Plans can include
CUSTOMER BEHAVIOUR
MEDIA HABITS
BRAND CONNECTIONS
SERVICE OPPORTUNITIES (online, mobile, social, experiential)
MARKETING & PR OPPORTUNITIES
EVERY BRAND HAS A LIFECYCLE
A brand means different things to people at different times. A person’s (digital) experience with the brand should reflect this.
Be GOOd to your Ex-Es
What your brand or service does once a transaction is over still matters.
s1jobs.com
Job Seekers
s1jobs.com
EMPLOYERS
THE GYM
APPEALING To MEMBERS & NON-MEMBERS
THE GYM“Open to everyone”
Brand is dead. Long live culture
Thinking about the culture of an audience and the organisations that serve it tells us a lot more than ‘brand’ does.
ACS CLOTHING
NEW HIREWEAR BRAND
LOCATION LOCATION LOCATION
Where someone experiences your service or marketing matters.
FIRST GREAT WESTERN AUDIENCE OPPORTUNITIES
FIRST GREAT WESTERN MEDIA OPPORTUNITIES
INSPIRE Low Dwell Time Big impact
PURCHASE HIGH Dwell Time STRONG CTA
STRATEGICMEDIA SCHEDULE
LITTLE DELIGHTS GO A LONG WAY
We put disproportionate value on the little things.
AVIVA MOMENTS OF MAGIC
Now your turn
Take a client, campaign or product and get planning…
- The customer lifecycle
- Where the brand fits in
- Service opportunities
- Media opportunities
- Marketing ideas
Thanks!
@jimwolffman #signalnoise