Upload
others
View
0
Download
0
Embed Size (px)
Citation preview
UV Days - Tradition meets Modernity Adapting to Change &
Telling our story
Frazer Chesterman
Founder of InPrint & FM Future
What’s my story &WHY ?
Events that solve problems and tell a story
Events with a mission
So what’s the story?
“It is not the strongest or the most intelligent who will survive but those who can best adapt to change & who
have systems in place to evolve”
Turbulence ? How do you feel ?
All we ask is ‘Give us information what’s going to happen next ’…
• We dislike change…
• If we cannot control it or know its consequences
• Or What the future holds?
• And because its uncomfortable!
Now cross your ARMs
UV Days are about looking at things differently to get different results and telling our story
So what does our world look like?
• Different ways of doing things
• Generates a different outcome
• More interesting
• More exciting
• More complex
• & different !
Big Trends – that lead to opportunity
Urbanisation Mobility and Flexible LifeDigitalisation and
Automation
Changes in Consumer Behaviour
Scarcity of Resources -sustainability
Economic and political change
Gender shift Ageing populationAdvanced Manufacturing
& Talent management
Since 1980 a HUGE shift has taken place
Brain
Physical need
Practical
Comfort
Sensible
Common Sense
Rational
Transactional buying
Heart – its personal !
Experience
Identity
Validity
Esteem
Impulse
Emotions
Trust
Expectations high
Experiential buying
The New NormalRise of Localisation
Individual Self Expression& personalisation
Speed and Time! Need it Now
Constant Change
Dislike of Mass Production
Growth of craft businesses
Resentment of establishment
Ethical consumers
Clearly at a crossroads !What will consumers want now?
‘We want to
Believe in a product’
• 60% of buyers now attracted to by factors like ethics, Culture, honesty , health and passion*
• Companies who do what they say they will do !
• Both Women and Millennials pay more for this
• Image and behaviour becomes crucial!
‘Address me personally’ Consumers like personalisation
The ultimate example of
Personalisation…
…Convenient and more often ……
….Added Value at low end consuming
Stand out….. And understands them
More Experience ……..………less about Product
Stay at The Residence – John Lewis“Ultimate try-before-you-buy experience”
Embrace change with new ideas and innovated products* Lifeart
Constantly critical
Big Trends – that lead to opportunity
Urbanisation Mobility and Flexible LifeDigitalisation
& Automation
Changes in Consumer Behaviour
Scarcity of Resources -sustainability
Economic and political change
Gender shift Ageing populationAdvanced Manufacturing
& Talent management
The 100 year Age
Millenniums – Gen Z
• 50% will live 100 +
• Life expectancy 98
• Multistage Lives
• 6 Careers 17 Jobs
• They are digital and social, creative, ever changing, always connected
• BUT
high expectations, don’t trust brands , ethical , particular and pressured – belief driven buyers!
Jo & Joe Hotels
Big Trends – that lead to opportunity
Urbanisation Mobility and Flexible Life Digitalisation
Changes in Consumer Behaviour
Scarcity of Resources -sustainability
Economic and political change
Gender shift Ageing populationAdvanced Manufacturing
& Talent management
Mobility – Home and Work
• Seemless travel leads to…
• Shop on the go – Airports
• Shopping Hubs
• Online not so good
Flexible Work
Big Trends – that lead to opportunity
Urbanisation Mobility and Flexible Life Digitalisation
Changes in Consumer Behaviour
Scarcity of Resources -sustainability
Economic and political change
Gender shift Ageing populationAdvanced Manufacturing
& Talent management
Gender shift
• Women making buying decisions in retail environments
• More money & better jobs
• Better educated
• Impact on purchases
• Impact on environment
Big Trends – that lead to opportunity
Urbanisation Mobility and Flexible Life Digitalisation
Changes in Consumer Behaviour
Scarcity of Resources -sustainability
Economic and political change
Gender shift Ageing populationAdvanced Manufacturing
& Talent management
3 trends in Urbanisation
• Micro Housing – Pocket Property– interior design of small spaces
• Community living –intercultural communities
• Smart Home – further digitization of our lives
Print makes Micro Housing bigger !
Big Trends – that lead to opportunity
Urbanisation Mobility and Flexible LifeDigitalisation &
Automation
Changes in Consumer Behaviour
Scarcity of Resources -sustainability
Economic and political change
Gender shift Ageing populationAdvanced Manufacturing
& Talent management
Busy Digital World !
The opportunity for Print is …
Perceived Opportunity
Actual Opportunity
Information Gap
•Actual Opportunity not Perceived
•Create ( trusted copy ) & Curate content
•Valuable content that’s sticky , personal & local
•Print Elevates short-lived digital messages into longer lifespan
NOT – "On-Line For All”
Unilever & Nike CEO’s already saying this
Unilever have threatened to pull online adds – lack of regulation and
Because consumers value what some describe as “vintage” , original traditional, ethical , for you…
Classical /old days - nice vinyl to listen to , a book to read, a magazine to browse, a nice direct mail
to touch , feeling , experience, and smile…
Big Trends – that lead to opportunity
Urbanisation Mobility and Flexible Life Digitalisation
Changes in Consumer Behaviour
Scarcity of Resources -sustainability
Economic and political change
Gender shift Ageing populationAdvanced Manufacturing
& Talent management
Advanced Manufacturing grows
ADVANCED MANUFACTURING TECHNOLOGIES -
KEY TO UNLOCKING
FUTURE COMPETITIVENESS
TOP 5 US, CHINA, UK,
GERMANY & JAPAN*
16 MANUFACTURING
LIGHTHOUSES –LEADERS IN
INDUSTRY 4.0
BAYER, BMW, P&G, ROLD, SANDVIK*
*Deloitte and Mckinsey
Factory of the futureOccupied by Advanced manufacturing technology:
- Agile & Optimizing production
- 3D, additive manufacturing, Inkjet - produce anything & everything,
as they are need – realtime production!
And the GOOD NEWS… … Print Tech can respond to all
these trends
• Personalise – on demand –data driven
• Convenience – immediate /now & local
• Value – flexible , short run , different applications
• Brand experience , Haptics, different materials , effective and long lasting
• Change the environment –Wallpaper, furnishing etc
• And Consistent, Simple and Cost effective – Hotel example
So where is the opportunity for Growth
Textiles (interiors)
Furnishing
CeramicsBUT Graphics- mature
3DPrinting
Direct to Shape
Flooring/Laminates
ROGERS BELL CURVE
Flooring/ Vinyl
WallcoveringsFunctional inkjet
Flexible packagingPackaging:Corrugated/Folding Carton
Commercial PrintDecor
3 sectors for us to look at ?
•Décor
•Surfaces
•Packaging
Q1: What application do you think offers the biggest and best opportunity for digital printing? * PD research
Growth in Digital Wallpaper
45% growth in Business market - Why?• Easier to hang • Social Media – immediacy/demand/Unique • Haptics and 3D – brands demand*
Trends lead to Digital applicationAdvantages : Print on demand, One piece large mural walls, speed to market!Less inventory & stock & No Repeat issuesAnd Haptic inks – Metis & Kuei, Sun & Xaar
Unique patterns printed on fabric, wallpaper or giftwrap - Motiflow
Brand Research* believes Haptic products are the future
‘Touch is our most important sense. It gives us a feeling for the truth.
We can fail to see or hear each other, but we never fail to feel ‘
• Xaar , Ricoh & Fujifilm Dimatix ‘Starfire’ –heads – texturing , laminate, glass, Ceramics
• MGI Jetvarnish Technology
• Kuei Ink innovation 3d Printed wood laminate – clear ink with Metis Software
For Laminates
• Within laminates sector Xaar & Ricoh heads are used to print patterns directly onto boards or onto Decorative paper
• Big business 7.5 billion sqm/yr
• Allows mass customisation & Reduced cost
• UV & Water based
• Scaleable for size – furniture or wide décor
Trends in Packaging & Print tech
• Active & Intelligent packaging Growth 5-8%*
• Water-soluble and edible films
• Nanotechnology, Nanofillers and Nanocoatings
• Traceability solutions – smart e- labels
• Antimicrobial technology
• Smart packaging - Shelf-life sensors – PE
• Print …..for all the right reasons!
But the KEY is our story ?
Ask ourselves why?
• Stories told by our industry tend to be overly technical
• “People don’t buy what you do they buy why you do it”
• Do you know ‘Why’ you do what you do and do your people buy into this?
Humans hard-wired for stories..
• Cortisol - Paying attention
• Oxytocin - Feeling empathy
Storytellers with a cause…
These people used stories to motivate, to grab attention, to challenge and to inspire action
Story patterns: Developed World
• Stories follow familiar structures :
Grimm’s Fairy tales, the Bible, the Koran,
Cinderella , Greatest Showman, Oliver
Twist & Lion King
• We should copy the pattern to tell our story
Recognise this film ?
Lucas follows a story, a cause and clear characters
*Joseph Campbell
Power of Three !
Power of Three !
Levity, Brevity and Repetition
1. Levity -Emotional and Amusing
Complex - kills stories – go simple
Use Images – brain recalls 65%
Sell dreams, not products…so people can see themselves in your narrative….
2. Brevity
IPOD: Ultra Portable MP3 Music Player that puts 1000 Songs in your pocket
MacBook Air: World’s Thinnest Laptop
Intro: Problem. Then Solution. Quickly.
3.Memorable - Repeat
Bring Numbers to life
‘IPAD Mini as thin as a pad of paper’ 72mm
Rule of 3.
THANK YOU! www.FMFUTRENOW.com