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![Creative agency:
always a place
Hybrid:
Business model diversification-difficult
ecosystem Lightweight/Modular:
largest segment
[Future]
Hybrid agency:
integrated real
and online
Global solutions:
inbound and outbound
Specialty: smart
Industry penetrators:
logical
New:
alliance networks
Niche: smart
New:
European-style](https://image.slidesharecdn.com/theneworg-13366709222332-phpapp02-120510122913-phpapp02/75/The-New-Org-27-2048.jpg)
Uploaded byChristopher Kappes
The New Org
1. Designers in the new economy are change agents who must adapt to new generations of buyers and evolving business models. 2. Face-to-face marketing is still growing in importance but market fragmentation is creating more specialized roles for designers. 3. To succeed, designers must invent their own future by finding a unique specialty and integrating new tools and platforms while quantifying their work.
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The New Org
- 1. The Role of THENEW designers in the new economy ORG. Chart
- 2. what is yourfuture readiness?
- 3. Context •The world weplay in •Our Ecosystem •New Buyers=New Demands=NEW MODEL • Takeaways
- 4. evolution specialization innovation Industrial Agrarian Localization Knowledge Innovation Sameness Everywhere Brokerage (Straight) Specialization Economics of Large Scale Trustworthiness Production Stable Mass Small Volume High Volume High Value Customization 1900’s Future
- 5. Radio Internet 1.34 2.47 Mobile 1.05 Magazines Newspapers 0.18 0.26 TV and Video 4.34 Other 0.48 average time spent per day with major media
- 6. 3000 Tablets 2250 Million Smartphones 1500 750 PC’s 0 2000 2002 2004 2006 2008 2010 2012E 2014E 2016E
- 7. new buyers emerging Digitalimmigrants digital natives 1980
- 8. test your digitaliq • View games as leisure • Multi-tasking a breeze activity • Proper English • Prefer step by step • Quickly adapts new instructions technology • Prefer graphics over • Stays with familiar text • Personal information • Thrive on instant on internet gratification and rewards • Print emails
- 9. b2b expert series:the rise of the digital native
- 10. b2b expert series:the rise of the digital native
- 11. Generation c •Connected, communicating,content- centric, computerized, community- oriented, always clicking
- 12. “The proliferation andincreasing sophistication of communication, interaction and collaborative technologies and tools, and economics of travel itself will result in knowledge workers traveling less frequently. The opportunity to meet face- to-face will be accorded to top management and business travel will be a valued luxury .” “The rise of generation C” Strategy+Business, February 22, 2011
- 13. Impact on us •On grid 24/7 • iEverywhere • Consultative approach with relevant and consistent content • Fast response • Wider research net • Multi-channel
- 14. you are notdesigners... you are change agents
- 15. why face toface? To capture attention. People’s full attention is needed • Switch-tasking reduces comprehension and retrieval • Moves brain off autopilot • To inspire a positive emotional climate. • When you want to energize and inspire. • To build human networks and relationships. • To power up networks and relationships Business Meetings—”The Case for Face-to-Face,” Forbes Insights
- 16. performance of exhibition industry vs. real gdp 4 Overall Exhibition Industry Real GDP 3.8 3.2 3 2.7 2.2 2 1.6 1.5 1.6 1 1.1 Q1 0 Q2 Q3 Q4
- 17. ceir index q4comparison 2009=100 110 Q4 2011 3.6% Q4 2010 105 2.4% 4.2% 3.8% 100 5.1% 95 90 Overall NSF Exhibitors Attendees Revenue
- 18. Estimated percentage allocation of marketing spend by channel 2008 2009 % Change N=173 N=155 Business-to-business exhibiting 35.8% 33.9% 1.9% Trade online marketing - website, SEO, etc. 8.3% 10.0% 1.6% Trade magazine advertising 11.1% 9.7% 1.4% General online marketing - website, SEO, etc. 6.5% 9.0% 2.5% Trade e-mail marketing 4.5% 6.0% 1.5% Direct Mail 4.7% 4.9% 0.2% General event sponsorships 4.9% 4.4% 0.6% Corporate event exhibiting 3.8% 4.1% 0.3% General print advertising 4.9% 3.9% 1.0% Business-to-consumer exhibiting 4.1% 3.2% 0.8% Telemarketing 2.3% 2.2% 0.2% General broadcast/cable advertising 2.4% 2.0% 0.4% Other 6.7% 6.9% 0.2% Shading of ‘ ‘ signifies a statistically significant difference from 2009 vs 2008 at the 95% confidence level.
- 19. intentions for exhibitionproperty for use at 2010 b2b exhibitions 0% 10% 20% 30% 40% 50% 60% Will use current exhibit(s), as is 59% Will refurbish current exhibit(s) 42% Will contract to rent exhibit(s) 15% Will purchase new exhibit(s) 13% NA 8% Six out of 10 executives anticipate that their companies will use their current exhibits, as is, for the 2010 show cycle, while nearly four out of 10 anticipate refurbishing current exhibits.
- 21. Face to facemarketing is growing... ….fewer new domestic projects ….global offers new opportunities
- 22. industry landscape $1.0 Billion $1.3 Billion $1.0 Billion Freeman GES Top 60 Exhibit Agencies
- 23. company landscape 0 20 40 60 80 GCs and more 8 Event Marketing Agencies 75 Mobile Marketing Agencies 19 Exhibit Designers & Producers 50
- 24. Creative vertical industry Agency Global integrators penetrators solutions Hybrid Impact, Photosound Freeman, GES, (healthcare), GPJ (automotive/ Imagination GPJ, Pico Czarnowski large account) 3D Exhibits, Sparks, Derse virtual modular specialty InXpo, Unisfair Lightweight Niche (geographic/ industry) Skyline, ABEX, Moss (tension fabric), Expand Skyline, Classic, K2 (builders), Highmark Expo3 (systems) Sevco, Kentucky Trailer, Catalyst
- 25. Market fragmentation createsspecialization… ...what is your specialty?
- 26. So what doesthe exhibit agency of the future look like in 2020?
- 27. Creative agency: always a place Hybrid: Business model diversification-difficult ecosystem Lightweight/Modular: largest segment [Future] Hybrid agency: integrated real and online Global solutions: inbound and outbound Specialty: smart Industry penetrators: logical New: alliance networks Niche: smart New: European-style
- 28. factors defining Success • Blinding • Industry-centricity Speed…”fast food creative” • Greater Risk • Quantum Leap In • Drastic Change Complexity • Digital-centricity • Fewer second • Quantifying value chances • Surprises
- 29. existing models dieand new ones morph to market demands
- 30. Designers are change-agentswho ask “why”, deliver “what if”, specify “how”, identify “when” and quantify everything.
- 31. 1.You are achange agent 2.Face to face is growing 3.Build business case 4.Market fragmentation creates specialization 5.Adapt to new generation of Buyers 6.Old models die and new ones emerge 7.Invent Your Future Or Others Will
- 32. 8.You Can’t BeEverything To Everyone 9.Find Your Secret Sauce…or Invent One 10.Synchronize your department 11.Quantify everything 12.Add speed tools - Google SketchUp 13.Build outsource partnerships 14.Integrate marketing platforms
- 33. role of designersin the new economy
- 34. “The illiterate ofthe 21st century will not be those who cannot read or write; they will be those who cannot learn, unlearn, and relearn.” - Alvin Toffler