BIMA Breakfast Briefing | Making the most of the 'maker revolution.' Speakers slides.
If consumers are on their way to producing products quickly and cheaply from home thanks to new technologies, what does this mean for agencies and brands?
Paul Sheehy (Founder of Folk) slides accompanied his talk looking at the impact on the maker revolution in agencies and brands.
4. First there was the social revolution...
Mobile tech and the social web
● Accelerated the rate at which
○ We built relationships
○ Influence gathered momentum
○ Information was shared
5. Negative Implications
And the implications…
● e.g. Netflix…
○ Customers unhappy about
change in pricing
○ 82,000 negative responses on
Facebook, Twitter and the
blog, left unaddressed
○ Netflix lost 800,000
customers, and two-thirds its
market value.
6. Positive Implications
But on the other hand…
Burberry
● Burberry World
○ Put social at the heart of the
business
○ United customers, suppliers and
vendors to the brand
○ Angela Ahrendts, CEO: "You
have to be totally connected to
anyone who touches your
brand.”
We succeeded in the social revolution
by…
● Changing the way we engaged
with customers
● Becoming social enterprises
● Altering the way we managed
our businesses
8. Cue: The Maker Revolution
The Social Revolution brought
consumers accessible broadcasting…
The Maker Revolution will bring
consumers accessible manufacture.
9. Cue: The Maker Revolution
In the same way that the Social
Revolution seemed daunting, the Maker
Revolution proposes some crucial
implications:
● People Power
● Personalisation
10. Cue: The Maker Revolution
3D printing allows the additive manufacture of a near-infinite
number of products based on digital blueprints.
12. Personalisation
They’ll also be able to bring a level
of customisation to them that
would be very difficult to provide
on the mass market.
13. Personalisation
The implication:
Why would people continue to spend
money on our products when they can
make them cheaper and in a way that is
tailored to their personality from their
own homes?
14. Brand Challenge
Although for the foreseeable future, there are still many products
that require talented craftsmen...
The challenge: adapting and evolving with the
growth of additive manufacture.
15. "You’ve got to be fearless … use your intelligence,
your common sense. If you’re a fashion retailer
you should be embracing every single type of
technology you can."
Lulu Guinness
16. Brand Solutions
a) Handing production over to the
consumer, and sell the intellectual
property rights instead.
17. Brand Solutions
b) Focusing time and resources on
creating highly customisable
products, without the limitation of
waste and cost, e.g. Ray Ban,
Nike.
20. Just take the music industry...
The ease of piracy: unstoppable.
21. Just take the music industry...
The penalty? A letter asking you not to.
22. Just take the music industry...
The benefit of piracy?
Brand equity - gained from influencers who illegally
download and share their love of the music with
people who will buy into the ‘experience’ of that
music through tours, and merchandise.
23. Where does it leave Agencies?
On the same path.
Helping to teach brands to be heart-centered,
multi-skilled communicators, and publishers
of incredible content that connects
meaningfully with their tribes.
24. Where does it leave Agencies?
The Maker Revolution offers consumers the ability
to re-produce the tangible brand.
… But, it is the intangible world of a brand
that consumers still desire to be a part of.
Agencies must continue to collaborate with
brands to curate and perfect their un-
printable USP - connections.
25. The Future:
Transformation
So we’ve got two options:
1. We lose customers until our final campaign
barely registers and our business dies.
OR
2. We bring heart into our business.
26. Which is why
Everything
a brand does must connect with people
in a way that is more than just linear.
27. The Future:
Revealing Your Purpose
Today’s world wants to know
you and the real story behind
why you do what you do
-
Bobette Buster