UV Days - Tradition meets Modernity Adapting to Change & Telling … · 2019-07-05 · Brand...

transcript

UV Days - Tradition meets Modernity Adapting to Change &

Telling our story

Frazer Chesterman

Founder of InPrint & FM Future

What’s my story &WHY ?

Events that solve problems and tell a story

Events with a mission

So what’s the story?

“It is not the strongest or the most intelligent who will survive but those who can best adapt to change & who

have systems in place to evolve”

Turbulence ? How do you feel ?

All we ask is ‘Give us information what’s going to happen next ’…

• We dislike change…

• If we cannot control it or know its consequences

• Or What the future holds?

• And because its uncomfortable!

Now cross your ARMs

UV Days are about looking at things differently to get different results and telling our story

So what does our world look like?

• Different ways of doing things

• Generates a different outcome

• More interesting

• More exciting

• More complex

• & different !

Big Trends – that lead to opportunity

Urbanisation Mobility and Flexible LifeDigitalisation and

Automation

Changes in Consumer Behaviour

Scarcity of Resources -sustainability

Economic and political change

Gender shift Ageing populationAdvanced Manufacturing

& Talent management

Since 1980 a HUGE shift has taken place

Physical need

Practical

Comfort

Sensible

Common Sense

Rational

Transactional buying

Heart – its personal !

Experience

Identity

Validity

Esteem

Impulse

Emotions

Expectations high

Experiential buying

The New NormalRise of Localisation

Individual Self Expression& personalisation

Speed and Time! Need it Now

Constant Change

Dislike of Mass Production

Growth of craft businesses

Resentment of establishment

Ethical consumers

Clearly at a crossroads !What will consumers want now?

‘We want to

Believe in a product’

• 60% of buyers now attracted to by factors like ethics, Culture, honesty , health and passion*

• Companies who do what they say they will do !

• Both Women and Millennials pay more for this

• Image and behaviour becomes crucial!

‘Address me personally’ Consumers like personalisation

The ultimate example of

Personalisation…

…Convenient and more often ……

….Added Value at low end consuming

Stand out….. And understands them

More Experience ……..………less about Product

Stay at The Residence – John Lewis“Ultimate try-before-you-buy experience”

Embrace change with new ideas and innovated products* Lifeart

Constantly critical

Urbanisation Mobility and Flexible LifeDigitalisation

& Automation

& Talent management

The 100 year Age

Millenniums – Gen Z

• 50% will live 100 +

• Life expectancy 98

• Multistage Lives

• 6 Careers 17 Jobs

• They are digital and social, creative, ever changing, always connected

• BUT

high expectations, don’t trust brands , ethical , particular and pressured – belief driven buyers!

Jo & Joe Hotels

Urbanisation Mobility and Flexible Life Digitalisation

& Talent management

Mobility – Home and Work

• Seemless travel leads to…

• Shop on the go – Airports

• Shopping Hubs

• Online not so good

Flexible Work

& Talent management

Gender shift

• Women making buying decisions in retail environments

• More money & better jobs

• Better educated

• Impact on purchases

• Impact on environment

& Talent management

3 trends in Urbanisation

• Micro Housing – Pocket Property– interior design of small spaces

• Community living –intercultural communities

• Smart Home – further digitization of our lives

Print makes Micro Housing bigger !

Urbanisation Mobility and Flexible LifeDigitalisation &

Automation

& Talent management

Busy Digital World !

The opportunity for Print is …

Perceived Opportunity

Actual Opportunity

Information Gap

•Actual Opportunity not Perceived

•Create ( trusted copy ) & Curate content

•Valuable content that’s sticky , personal & local

•Print Elevates short-lived digital messages into longer lifespan

NOT – "On-Line For All”

Unilever & Nike CEO’s already saying this

Unilever have threatened to pull online adds – lack of regulation and

Because consumers value what some describe as “vintage” , original traditional, ethical , for you…

Classical /old days - nice vinyl to listen to , a book to read, a magazine to browse, a nice direct mail

to touch , feeling , experience, and smile…

& Talent management

Advanced Manufacturing grows

ADVANCED MANUFACTURING TECHNOLOGIES -

KEY TO UNLOCKING

FUTURE COMPETITIVENESS

TOP 5 US, CHINA, UK,

GERMANY & JAPAN*

16 MANUFACTURING

LIGHTHOUSES –LEADERS IN

INDUSTRY 4.0

BAYER, BMW, P&G, ROLD, SANDVIK*

*Deloitte and Mckinsey

Factory of the futureOccupied by Advanced manufacturing technology:

- Agile & Optimizing production

- 3D, additive manufacturing, Inkjet - produce anything & everything,

as they are need – realtime production!

And the GOOD NEWS… … Print Tech can respond to all

these trends

• Personalise – on demand –data driven

• Convenience – immediate /now & local

• Value – flexible , short run , different applications

• Brand experience , Haptics, different materials , effective and long lasting

• Change the environment –Wallpaper, furnishing etc

• And Consistent, Simple and Cost effective – Hotel example

So where is the opportunity for Growth

Textiles (interiors)

Furnishing

CeramicsBUT Graphics- mature

3DPrinting

Direct to Shape

Flooring/Laminates

ROGERS BELL CURVE

Flooring/ Vinyl

WallcoveringsFunctional inkjet

Flexible packagingPackaging:Corrugated/Folding Carton

Commercial PrintDecor

3 sectors for us to look at ?

•Décor

•Surfaces

•Packaging

Q1: What application do you think offers the biggest and best opportunity for digital printing? * PD research

Growth in Digital Wallpaper

45% growth in Business market - Why?• Easier to hang • Social Media – immediacy/demand/Unique • Haptics and 3D – brands demand*

Trends lead to Digital applicationAdvantages : Print on demand, One piece large mural walls, speed to market!Less inventory & stock & No Repeat issuesAnd Haptic inks – Metis & Kuei, Sun & Xaar

Unique patterns printed on fabric, wallpaper or giftwrap - Motiflow

Brand Research* believes Haptic products are the future

‘Touch is our most important sense. It gives us a feeling for the truth.

We can fail to see or hear each other, but we never fail to feel ‘

• Xaar , Ricoh & Fujifilm Dimatix ‘Starfire’ –heads – texturing , laminate, glass, Ceramics

• MGI Jetvarnish Technology

• Kuei Ink innovation 3d Printed wood laminate – clear ink with Metis Software

For Laminates

• Within laminates sector Xaar & Ricoh heads are used to print patterns directly onto boards or onto Decorative paper

• Big business 7.5 billion sqm/yr

• Allows mass customisation & Reduced cost

• UV & Water based

• Scaleable for size – furniture or wide décor

Trends in Packaging & Print tech

• Active & Intelligent packaging Growth 5-8%*

• Water-soluble and edible films

• Nanotechnology, Nanofillers and Nanocoatings

• Traceability solutions – smart e- labels

• Antimicrobial technology

• Smart packaging - Shelf-life sensors – PE

• Print …..for all the right reasons!

But the KEY is our story ?

Ask ourselves why?

• Stories told by our industry tend to be overly technical

• “People don’t buy what you do they buy why you do it”

• Do you know ‘Why’ you do what you do and do your people buy into this?

Humans hard-wired for stories..

• Cortisol - Paying attention

• Oxytocin - Feeling empathy

Storytellers with a cause…

These people used stories to motivate, to grab attention, to challenge and to inspire action

Story patterns: Developed World

• Stories follow familiar structures :

Grimm’s Fairy tales, the Bible, the Koran,

Cinderella , Greatest Showman, Oliver

Twist & Lion King

• We should copy the pattern to tell our story

Recognise this film ?

Lucas follows a story, a cause and clear characters

*Joseph Campbell

Power of Three !

Levity, Brevity and Repetition

1. Levity -Emotional and Amusing

Complex - kills stories – go simple

Use Images – brain recalls 65%

Sell dreams, not products…so people can see themselves in your narrative….

2. Brevity

IPOD: Ultra Portable MP3 Music Player that puts 1000 Songs in your pocket

MacBook Air: World’s Thinnest Laptop

Intro: Problem. Then Solution. Quickly.

3.Memorable - Repeat

Bring Numbers to life

‘IPAD Mini as thin as a pad of paper’ 72mm

Rule of 3.

THANK YOU! www.FMFUTRENOW.com

UV Days - Tradition meets Modernity Adapting to Change & Telling … · 2019-07-05 · Brand...

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