THE BUTTERFLY effect Presented by Funky Business for ECEW 2010
â&#x20AC;&#x153;Everything is dependent on everything else, everything is connected, nothing is separate.â&#x20AC;? Georges Ivanovitch Gurdjieff
Math & Music
Art, Science & Literature All speak in symbols
Habit & Character
The Butterfly Effect Small differences within complex systems may produce large variations, hard to predict.
Ready to flap your wingsâ&#x20AC;Ś?
"Daring ideas are like chessmen moved forward; they may be beaten, but they may start a winning game.â&#x20AC;? Goethe
So how do we work around this theory when it comes to customer experience? To what extent should a brand consider the butterfly effect when developing its strategy?
All things are connected o
Even if not of equivalent value, all touch points make the overall experience of a customer, influencing the internal and subjective response he/she has towards your brand
All company functions play a key role in this experience: marketing, service operations, product development, information technology, human resources, accounting etc
Little things are magic simply because they can make a huge difference at the end. Little actions affect the whole experience.
How do we listen?
the company, the context, the consumer • Increased level of customer awareness, shrewdness • Consumers scepticism (even cynicism) towards classic marketing communications (the ‘monologue’ type) • Increased activism of communities that start dominating brands • Companies starting to lose ‘ownership’ of their own brands • Stringent need of innovation and flexibility • Current climate of financial and economic crisis
ENTERTAINMENT = EXPERIENCE = ENGAGEMENT
CASE STUDIES which
CASE STUDY #1: Horizon Realty vs. “Moldy” Tweet On May 12, Amanda Bonnen, who was living in this Chicago apartment block, sent this message on Twitter:
Small thing… One insignificant customer not pleased with a company service. How could it possibly end up then with this Chicago Reader statement: “For its troubles, Horizon has been roundly proclaimed as the dumbest company on earth… the reputational verdict is already in, and, Horizon, you lose.”
CASE STUDY #2: Ford Motor Company vs. TheRangerStation.com
The Ford Motor Company adopted a similar heavy-handed, old school approach, when sending ‘cease and desist’ letters to its fans…
CASE STUDY #3: Burger King vs Caleb Kramer (aka TheBKLounge)
Or how BK became one of the 40 Best brands on Twitter without having to lift a finger.
CASE STUDY #3: Burger King vs Caleb Kramer (aka TheBKLounge)
and a funny oneâ&#x20AC;Ś
Ryanair freaking out at blogger
If you haven’t done it already, do change your mind frame from:
• "Consumers don’t know what they want until we tell them.” • "Let's launch campaigns and literally bombard our target markets with messages.”
• "If we listen to our customers they'll tell us what they want. If we listen hard enough, we can create better products/services for them.” • "Let's engage our customers via dialogue, personalized, relevant (and respectful) communications and (benefic) experiences. Let’s invite them to actively participate with our brands via blogs, virals and other social media sites.”
How do we respond?
The customer experience: THE 3R â&#x20AC;&#x2DC;3 is a magic numberâ&#x20AC;&#x2122;
Relevant Right Real
discovery experience digital experience live and communication experience user experience community experience employee experience
Pioneers in experiential marketing on the local scene Key differentiators for our type of expertise : • Combines all forms of expression of the 7 arts with an incredible number of other disciplines from the fields of design and science. • Multi sensorial marketing (5 senses and more…) • Engagement of the audience, facilitation of interactivity, feedback, customer expressions • Addresses relevant communities of opinion leaders, selecting Brand ‘Ambassadors’ • Generates WOM, building emotional loyalty/advocacy. • Implies real and virtual experiences complementing each other.
‘Experiential marketing will make – or break – the brands of the future’ • Marketing as we now it jumped the shark in 2004. Mass media no longer serves - nor holds - the interest of the enlightened and highly empowered consumer • To succeed brands and businesses need to create genuine emotional connections with the communities and networks they live in. • It’s a discipline like ‘kinetic theater’ - with consumers participating in an ever fluid performance, with the audience being an active and integral member of the performance it self. • Much like a good play it takes the audience to a branded place where the senses are heightened and emotion overtakes reason. Experience providers - Apple, Nike, Starbucks, American Apparel, Harley Davidson versus ‘older’ companies such as Coca Cola, Nokia, Microsoft - perceived as still playing the brand game
‘Experiential marketing will make – or break – the brands of the future’ • Is authentic. And this mobilizes the marketplace • Is based on engaging people in memorable ways • It empowers the individual consumer and unleashes the power of grassroots evangelism • It delivers relevant communication to consumers only where and when they are most responsive to them • It succeeds using all types of innovation to reach out to consumers in creative and compelling ways • It can achieve total suspension of disbelief, as a good movie can.
the ‘Experiential marketing’ expert Masters the following 6 essential aptitudes:
1. Design 2. Story 3. Symphony 4. Empathy 5. Play 6. Meaning ‘aptitudes that make a ‘high concept’ and a ‘high touch’.
High concept = the capacity to detect patterns and opportunities, to create artistic and emotional beauty, to craft a satisfying narrative, and to combine seemingly unrelated ideas into something new.
High touch = the ability to empathize with others, to understand the subtleties of human interaction, to find joy in one self and to elicit in others and to stretch beyond the quotidian in pursuit of purpose and meaning.
Case study # 1 some little things are magic
outstanding design touches peopleâ&#x20AC;&#x2122;s hearts and makes an experience memorable
LG 2009 - ‘Design ‘falling in love’ with technology’ dealers conference
Case study #2 the ‘pure efficiency’ experience
Client needs centric
Case study #3 a little flavour of Provence in town
Key audiences researched
Break Through Conventional Media To Go Above Sales Forecast By 73%
Case study # 4
When you think you are too small to influence anything, remember the butterfly effect.