SLIDE 1
CUSTOMER CURIOSITY EXPERIENCE
CUSTOMER CURIOSITY EXPERIENCE People stop and look at things that - - PowerPoint PPT Presentation
CUSTOMER CURIOSITY EXPERIENCE People stop and look at things that - - PowerPoint PPT Presentation
CUSTOMER CURIOSITY EXPERIENCE People stop and look at things that pique their curiosity every day. Sometimes its advertising. The Stages of Involvement Getting noticed in an increasingly AWARENESS rushed, complex, and cluttered world.
SLIDE 2
SLIDE 3
People stop and look at things that pique their curiosity every day.
SLIDE 4
Sometimes it’s advertising.
SLIDE 5
Getting noticed in an increasingly rushed, complex, and cluttered world.
AWARENESS CONSIDERATION ENGAGEMENT EVANGELISM
Creating an attitude or point
- f view, with the strength to make
someone question an alternative way
- f behaving.
A big idea and clear invitation to put a toe in the water. Creating a customer experience that they can own, share, and offer as experts to others.
The Stages of Involvement
SLIDE 6
DISRUPTING CONVENTIONS TO CREATE CURIOSITY
SLIDE 7
Today is not about theory. It’s about reality.
SLIDE 8
How Summer Reading became
SLIDE 9
Summer Reading
Disrupting the convention
- f summer reading.
2009 3,330 participants few adults 2010 3,700 participants 370 adults 2011 7 ,092 participants 825 adults 2012 9,608 participants 1,358 adults
SLIDE 10
Our goal was to create a summer program that did more than track and reward reading. We wanted customers to immerse themselves in a program that sparked their interests and suited their ways of learning.
The Situation
SLIDE 11
If you want an innovative idea the last thing you should do is brainstorm.
SLIDE 12
The calm before the brainstorm.
SLIDE 13
Ask, “What does success look like?”
ST E P 1
SLIDE 14
The Action Brief
(here’s where the product/service better deliver)
CONVINCE: THAT BY: THEY WILL: WHICH WILL: BECAUSE:
(demographic / psychographic situation in which they will receive our messaging) (thinking, doing, considering, changing) (think, feel, do differently) (reach for a huge human benefit)
SLIDE 15
Action Brief
CONVINCE:
Busy working parents and summer fun focused kids who have always been told to read more.
SLIDE 16
Action Brief
THAT BY:
Exploring, imagining, and discovering inspiration through the library.
SLIDE 17
Action Brief
THEY WILL:
Spark something extraordinary or unexpected to do this summer.
SLIDE 18
Action Brief
WHICH WILL:
Stretch everyone’s intellectual and creative boundaries by participating in immersive activities far beyond reading
(that don’t rely on choking hazards).
SLIDE 19
Action Brief
BECAUSE:
Anythink is not a warehouse for books. It is a place that sparks imagination, fuels enthusiasm for activity, and increases appetite for knowledge.
SLIDE 20
The Action Brief
CONVINCE: Busy working parents and summer fun focused kids who have always been told to read more. THAT BY: Exploring, imagining, and discovering inspiration through the library. THEY WILL: Spark something extraordinary or unexpected to do this summer. WHICH WILL: Stretch everyone’s intellectual and creative boundaries by participating in immersive activities far beyond reading (that don’t rely on choking hazards). BECAUSE: Anythink is not a warehouse for books. It is a place that sparks imagination, fuels enthusiasm for activity, and increases appetite for knowledge.
is Brief
SLIDE 21
You’re still not ready to brainstorm.
SLIDE 22
Problems with Brainstorming
You killed my baby.
SLIDE 23
I agree with what she said.
Problems with Brainstorming
SLIDE 24
The idea murderer.
Problems with Brainstorming
SLIDE 25
Who is the final judge?
Problems with Brainstorming
SLIDE 26
Agree on the criteria for successful ideas.
ST E P 2
SLIDE 27
Criteria
Is it hands-on and consumer focused? Does it take us out of the expert role and transfer expertise to the participant? Does the idea have built-in interest, or have we just borrowed something interesting? Ex: Do we hire performers, or find ways to create them? Is it daring? Is it unique to Anythink? Or are we at least doing it in a unique way?
SLIDE 28
Conventions Let the Storm Begin
In two steps:
ID E NTI FY HUNT FOR Disruptions
SLIDE 29
Start with old ideas, not new ones.
SLIDE 30
Duh Conventions
People lead busy lives.
SLIDE 31
Duh Conventions
Technology leads to a better future.
SLIDE 32
Soft drinks are refreshing.
Duh Conventions
SLIDE 33
You go to the library to check out a book.
Duh Conventions
SLIDE 34
Duh Conventions Become Duh Communications.
Me-and-the-guys-at-
- ur- favorite-place
beer commercial.
SLIDE 35
Duh Conventions Become Duh Communications.
“I am” statements affirming self-esteem. “I’m a PC.” “I’m a Phoenix.” “I’m a Mormon.”
SLIDE 36
Duh Conventions Become Duh Communications.
Glass, metal, tech, and finance cities
- f the future.
SLIDE 37
Convention Interest participants in
- prizes. And tell them they
have to read to get them.
SLIDE 38
Disruption is a deeper
- r unexpected version
- f the truth.
SLIDE 39
Disruption Interest participants in an idea and one of the things they will do is read about it.
SLIDE 40
Now on to Brainstorming.
SLIDE 41
Every department should be the creative department.
RUL E 1
SLIDE 42
A good idea can come from anywhere— even a rotten idea.
RUL E 2
SLIDE 43
Create something
- good. Or create
something bad. But you cannot create something ignorable.
RUL E 3
SLIDE 44
“Yes, and...”
SLIDE 45
Today’s real world assignment.
SLIDE 46
Banned Book Week
SLIDE 47
1.Write your action brief
- Convince...
- That by...
- They will...
- Which will...
- Because...
10 teams
SLIDE 48
2.Define criteria for success. 3.List as many conventions as possible. 4.Brainstorm your disruption.
SLIDE 49
The Next Hour
- 15 min. Action Brief
- 15 min. Criteria for Success
- 10 min. Conventions
- 20 min. Disruption
SLIDE 50
Team Presentations
(5 minutes for each team)
SLIDE 51
ricochet ideas