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ORG.Chart
The Role of designers in the
new economyTHE NEW
what is your future readiness?
Context
•The world we play in
•Our Ecosystem
•New Buyers=New Demands=NEW MODEL
•Takeaways
evolutionspecialization
Knowledge Brokerage
Economics of Trustworthiness
Mass Customization
innovation
Innovation Everywhere
High Value
1900’s Future
Industrial
Sameness (Straight)
Large Scale Production
Stable
High Volume
Agrarian
Localization
Specialization
Small Volume
average time spent per day with major media
TV and Video4.34
Internet2.47
Radio1.34
Mobile1.05
Newspapers0.26
Magazines0.18
Other0.48
0
750
1500
2250
3000
Million
2000 2002 2004 2006 2008 2010 2012E 2014E 2016E
Tablets
Smartphones
PC’s
new buyers emerging
Digital immigrants digital natives
1980
test your digital iq
• View games as leisure activity
• Prefer step by step instructions
• Prefer graphics over text
• Thrive on instant gratification and rewards
• Multi-tasking a breeze
• Proper English
• Quickly adapts new technology
• Stays with familiar
• Personal information on internet
• Print emails
b2b expert series: the rise of the digital native
b2b expert series: the rise of the digital native
Generation c
•Connected, communicating, content-centric, computerized, community-oriented, always clicking
“The proliferation and increasing 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
Impact on us• On grid 24/7
• iEverywhere
• Consultative approach with relevant and consistent content
• Fast response
• Wider research net
• Multi-channel
takeaway
you are not designers...
you are change agents
why face to face?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
performance of exhibition industry vs. real gdp
0
1
2
3
4
3.2
1.1
2.7
3.8
2.2
1.61.5 1.6
Q1Q2
Q3Q4
Overall Exhibition IndustryReal GDP
ceir index q4 comparison2009=100
90
95
100
105
110
Overall NSF Exhibitors Attendees Revenue
Q4 2011Q4 2010
3.8%4.2%
2.4%
3.6%
5.1%
Estimated percentage allocation of marketing spend by channel
2008 2009 % ChangeN=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.
intentions for exhibition property for use at 2010 b2b exhibitions
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.
0% 10% 20% 30% 40% 50% 60%
59%
42%
15%
13%
8%
Will use current exhibit(s), as is
Will refurbish current exhibit(s)
Will contract to rent exhibit(s)
Will purchase new exhibit(s)
NA
takeaway
Face to face marketing is growing...
….fewer new domestic projects
….global offers new opportunities
industry landscape
$1.3 Billion
$1.0 Billion
$1.0 Billion
Freeman
GES
Top 60 Exhibit Agencies
company landscape0 20 40 60 80
8
75
19
50
GCs and more
Event Marketing Agencies
Mobile Marketing Agencies
Exhibit Designers & Producers
ImaginationGPJ, Pico
Freeman, GES,Czarnowski
3D Exhibits,Sparks, Derse
Impact, Photosound (healthcare), GPJ (automotive/
large account)
InXpo, Unisfair
Skyline, Classic, Expo3
Skyline, ABEX,Expand
Sevco, Kentucky Trailer,Catalyst
Moss (tension fabric), K2 (builders), Highmark
(systems)
CreativeAgency Global
solutions
verticalintegrators
Hybrid
industrypenetrators
virtual
Lightweight
modular
Niche(geographic/
industry)
specialty
takeaway
Market fragmentation creates specialization…
...what is your specialty?
So what does the exhibit agency of the
future look like in 2020?
Business model
ecosystem[Future]
Creative agency:always a place
Hybrid:diversification-difficult
Hybrid agency:integrated real and online
Global solutions:inbound and outbound
Lightweight/Modular:largest segment
Specialty: smart
Industry penetrators:logical
New:alliance networks
Niche: smart
New:European-style
factors defining Success
•Blinding Speed…”fast food creative”
•Quantum Leap In Complexity
•Fewer second chances
• Industry-centricity
•Greater Risk
•Drastic Change
•Digital-centricity
•Quantifying value
•Surprises
takeaway
existing models die and new ones morph to market demands
Designers are change-agents who ask “why”, deliver “what if”, specify “how”, identify “when” and quantify everything.
takeaway
1.You are a change agent2.Face to face is growing3.Build business case4.Market fragmentation creates specialization5.Adapt to new generation of Buyers6.Old models die and new ones emerge7.Invent Your Future Or Others Will
takeaway
8.You Can’t Be Everything To Everyone9.Find Your Secret Sauce…or Invent One10.Synchronize your department11.Quantify everything12.Add speed tools - Google SketchUp13.Build outsource partnerships14.Integrate marketing platforms
role of designers in the new economy
“The illiterate of the 21st century will not bethose who cannot read or write; they will bethose who cannot learn, unlearn, andrelearn.”
- Alvin Toffler