Presenters: Fara Howard – Exec. Dir. Global Site Design, Dell, Andrew Runyon – Disney, John Ellett – nFusion, Nicole Cochran – Chili’s
3 Key Criteria
1. Clearly define the business objective
Fatal flaws – Overpromising and underdelivering – technology often comes with glitches
Fara Howard – internal agency at Dell – getting to yes from internal clients
3 criteria for getting an idea approved
- Tie your work to business rationale and priorities – Speak in their language. Remember work needs to pay back to the P&L. Listen closely in meetings and rearticulate their objectives, not yours
- Provide customer – not personal – insight – Remove “I think” from your vernacular – show customers insights and use
- Be consistent in the design guiding principles and speak about them often – write them down build them with the client and ensure you are aligned
– Be patient – often the innovation comes in stages – present your work as such.
– Pre-wire – Knowing your client allies and share the work with them first.
Common fatal flaw that causes a rejection – Not incorporating client and customer feedback into the big ideas
Problems – not listening to customer feedback
– not asking clarifying questions – eg assuming
Success story: Next generation Dell.com
Business need – simplify customer dell.com consumer create a globally scalable site structure
Goal – incorporate compelling product and branding into the site to drive higher brand affinity
Challenge – Receptivity to rich content and branding was high at project start, but transactional needs started to trump branding
Andrew Runyon – Disney
Two different perspective
Internally (client side) – budget withstanding, no good idea is rejected
Externally (vendor/agency) – What are we really looking for and how could your idea be better.
Internal Perspective – client side
4 key marketing objectives/criteria
Reach – encouage widespread sampling of our product to drive anticipation toward opening weekend
Recognize a marketing averse target – Provide value, use marketing as story telling, introduce characters and expand film fiction
Measurability – Ability to prove purchase conversion, opportunity for data-collection, demonstration of ROI, and contributiontowards awareness/intent
Media Agnostic – creating and idea that is complimentary to rest of film campaign, doesn’t live in a vacuum, and amplifies trad efforts by giving them “social legs.”
Optimized for social – Integrates the social graph/social design into our initiatives – Organize people around social platforms – strngthen our movie assets within the social graph – opitimize all Disney-owned propoerties to utlize social platforms
Word of mouth is second biggest reason people go to see a movie – so social is crucial
Case Study – “Tickets Together”
In partnership with Digisynd (internal social communcations division of Disney we were able to solve a fundamental marketing challenge
Challenge: In celebration of theme of friendship in Toy Story 3, we wanted to creat an innovative and immersive destination that could successfully bridge the social experience of toing to the movies with the capabilities of social networking.
Experience: Disney Tickets Together – Facebook’s first in-site movie ticket purchase application allows fans to view movie times at their local theatre, create viewing events, invite their friends, and buy tickets via Fandango and movietickets.com. In the end, no friend got left behind
Results: 64 million unique readers – could actually measure the purchase process.
External Perspective – Vendor/Agency Side – Fundamental understand of marketing objectives should guide your process of ideation to deliver more on-target ideas
– Know our business – simply put – Get butts in seats
Understand the Disney Brand vs specific Disney projects
– Unique brand equity relative to other Studio competitors
Ask for information. Don’t take an intro meeting without having an idea
Never been done before – what would you and your org like to do that you’ve never been able to? In casy you haven’t heard, as Disney “We make magic.”
