the process of innovation - ifca conference 2015

#IFCADC | #INNOVATION

Mark STEWART Managing Director

THE PROCESS OF INNOVATION

@MECHASTEWART | @wonderMakr


QUESTIONING1

OBSERVING2

NETworking3

THE PROCESS OF INNOVATION: 5 KEY SKILLS

EXPERIMENTING4

ASSOCIATING5


WE’LL TALK ABOUT SOME MARKETING TECH AS WELL. THAT’S WHAT I DO.


ABOUT MEBOTH OF THEM #IFCADC | #INNOVATION


the INNOVATION APPROACH. AKA: “MAKEITING".


TRIED AND TRUE: THERE’S NOTHING WRONG WITH THAT.



the INNOVATION APPROACH. AKA: “MAKEITING".


ReDD’S APPLE LAUNCHER


ReDD’S APPLE LAUNCHER• INTERNET OF THINGS

• MICROCONTROLLERS/ARDUINO

• SOCIAL VENDING

• 3D PRINTING

• RFID/NFC/BLE

• ROBOTICS

• SMART INSTALLATIONS

• INTELLIGENT RECOGNITION

• INTERACTIVE GAMES

• CUSTOM APPLICATIONS


CREATE SOMETHING NEW. SURPRISE AND DELIGHT.



INVOLVE YOUR FANS. OWN YOUR OWNED MEDIA.



make it connected. EXTEND THE EXPERIENCE.





SOMETHING TO SMILE ABOUT : AIR MILES


1

2

3

4

MAKING MAKES US HUMAN

THE MAKER MOVEMENT MANIFESTO

DO IT TOGETHER

PLAY, PARTICIPATE, SUPPORT

SHARE YOUR SUCCESS, GIVE BACK



WHY MAKERS MATTER TO MARKETERS

INNOVATIONNew products. No limits.

PARTNERSHIPSRemember: DIT!

THESE GUYSBeen there. Done that.

passionNiche communities


BUILD A BETTER PEOPLE-TRAP



ReDD’S APPLE LAUNCHERON TARGET: REDD’S APPLE LAUNCHER



THE PROCESS OF INNOVATION


START EVERYTHING WITH “WHY?”

#IFCADC | #INNOVATION#IFCADC | #INNOVATION


EVOLUTION

GENES EXPERIENCE

CURRENT ORGANISM CURRENT SITUATION

CURRENT BEHAVIOUR


IQ TEST RESULTS FOR GENERAL INTELLIGENCE FOR TWINS AGED 15-22:


80-85% of their performance IS related to genetics.


CREATIVITY TEST RESULTS FOR FOR TWINS AGED 15-22:


30% of their performance IS related to genetics.


ROUGHLY 60% of innovation skills are learned.


Question the unquestionable. Why? Why not? How? What if? What is? Avoid question with yes/no answers.

QUESTIONING1

Customers, products, services and processes of your company, your competition and others.

OBSERVING2

Talk with people who don’t look, act or think like you already do. Diverse perspectives and experiences.

NETworking3

THE PROCESS OF INNOVATION: 5 KEY SKILLS

Try new experiences. Take apart products, processes and ideas. Test with pilots and prototypes.

EXPERIMENTING4

Finding connections and inspiration in seemingly unrelated people, places or things.

ASSOCIATING5

#IFCADC | #INNOVATION33

INDIVIDUAL EXERCISE 20 IDEAS. 5 MINUTES.


TASK: DEVELOP A NEW PRODUCT


THE PROCESS OF INNOVATION SKILL #1:

QUESTIONING


QUESTION EVERYTHING.


ASK THE QUESTIONS YOU DON’T KNOW YOU DON’T KNOW.


WAKE UP EVERY DAY WONDERING WHAT YOU’RE DEAD WRONG ABOUT.


WHAT’S WORKING? WHAT’S NOT?

WHY?


the important and difficult job is never to find the right answer, it is to Find the right question

PETER DRUCKER, THE PRACTICE OF MANAGEMENT

(1954)


HOW DO YOU FIND THE RIGHT QUESTION?


THE AVERAGE TEACHER ASKS 291 QUESTIONS EVERY DAY.


THE AVERAGE STUDENT AGED 6-18 ASKS 1 QUESTION PER ONE HOUR

CLASS PER MONTH.


GROUP EXERCISE 25 QUESTIONS. 5 MINUTES.


PROBLEM: HOW DO WE GET STUDENTS

TO ASK MORE QUESTIONS IN CLASS?


ONE RULE: DO NOT TRY TO GIVE A SOLUTION.

JUST ASK QUESTIONS.



OBSERVING


ACTIVELY WATCH CUSTOMERS


BE A TOURIST AT WORK


What’s meeting their needs? What’s not?

OBSERVE CUSTOMERS1 2

3 4Seriously, anything. Even useless things.

OBSERVE SOMETHING ONCE A DAY

Companies you like, start-ups, disruptive models.

OBSERVE COMPANIES

Slow down.

USE ALL OF YOUR SENSES

DEVELOPING OBSERVATION SKILLS


INNOVATIVE MARKETING TECH: MOBILE LOCATION ANALYTICS


70% 96%45%

34%

NORTH AMERICANS WITH A SMARTPHONE

ANDROID OS

ACTIVE MOBILE Wi-FI USERS

APPLE IOS

Sources: J.D. Power and Associates, eMarketer, comScore Inc. 2014-2015


WIFI ON MOBILE WHO’S TURNED ON?

Wi-FI OFF

Wi-FI ON

Wi-Fi OFF

Wi-FI ON

iOS Android

82% iOS: Wi-Fi Always On

Sources: Apple, Google Developer Resources 2015

94% Android: Wi-Fi Always On


OH boy! A BLACK BOX! what it does

Configured to the event or activation area to monitor1

Connects via Ethernet, Wi-Fi or mobile network connection2

Always sending data to server, no data stored on device3

Reporting data can be analyzed and used many ways even for additional tracking

4


See how your space flows, traffic patterns, adjustEVENT SPACE OPTIMIZATION1 2

3 4Know what to expect at a location, pre-scout, historical, offer verifiable data to sponsors

GET REAL DATA

Track traffic from one event to another or to and from a partner location / storefront to event

MEASURE INFLUENCE

CRM tools, online purchases, receipts/ticketsCOMBINE WITH EXISTING DATA

MOBILE LOCATION ANALYTICS - OPPORTUNITIES



NETWORKING


IDEA NETWORKING

RESOURCE NETWORKING


DELIVERY-DRIVEN EXECUTIVES DISCOVERY-DRIVEN EXECUTIVES

WHY THEY NETWORK: RESOURCES ACCess resources sell themselves further careers

!

WHO THEY TARGET PEOPLE WHO ARE LIKE THEM PEOPLE WITH SUBSTANTIAL RESOURCES, POWER, POSITION, INFLUENCE, ETC.

WHY THEY NETWORK: IDEAS LEARN New and surprising things gain new perspectives seek feedback

!

WHO THEY TARGET people who are not like them experts and non-experts with very different backgrounds and perspectives


BE A TOURIST in real-life


List top 10 people you would talk with to refine and idea. How many are just like you? More than 1? Change the list.

EXPAND NETWORK DIVERSITY1

Bring in someone from a different background to chat on innovation challenges. Sit with your team with them.

INVITE AN OUTSIDER4

Take someone out from a different background for a meal at least once a week.

MEALTIME NETWORKING2

Find experts in different fields, business, divisions. Google + P&G did it.

CROSS-TRAIN with experts5

Try and make it to at least 1 or 2 conferences a year unrelated to your field.

UN-CONFERENCE3

IDEA NETWORKING - TIPS


INNOVATIVE MARKETING TECH: BEACONS / proximity marketing


ReDD’S APPLE LAUNCHERMORE THAN RETAIL: ANYWHERE


Apps you own and apps developed by others. Fairly simple integration. Off app.

INTEGRATE WITH EXISTING APP1

Set up beacons around the event to send valuable information about the space/location as individuals walk through, providing an enhanced experience.

ENHANCE THE EXPERIENCE4

Let them know what to expect through proximity marketing

WELCOME TO EVENT2

Place a beacon in or near concessions/activations to deliver special offers and personalized messages

ADD VALUE5

Help guide visitors through space or exhibits with indoor-mapping capabilities, creating personalized tours based on visitors’ preferences

GUIDE THEM3

PROXIMITY MARKETING AT EVENTS - idea starters


PROXIMITY MARKETING - EARLY ADOPTERS

MAJOR LEAGUE BASEBALL!!

In the US, Major League Baseball is installing beacons in stadiums to work in conjunction with their smartphone app called At The Ballpark. Visitors will be able to get directions to their seat, queue-bust – being directed to the shortest queues when buying a beer or a hot dog. It will also be used for discounts on merchandise and more

TRIDENT GUM!!Trident gum leveraged proximity notification technology to drive impulse purchases, sending a radius-based alert with a Trident offer via SMS and mobile app, redeemable via mobile device with a personalized barcode for Trident products



EXPERIMENTING


ReDD’S APPLE LAUNCHERA NEW GAME : HAPPINESS ARCADE



EXPERIMENTING

TRY OUT NEWEXPERIENCES

TAKE APART PRODUCTS PROCESSES AND IDEAS

TEST IDEAS THROUGH PILOTS + PROTOTYPES

EXAMPLES: • SEE THE WORLD • WORK IN MULTIPLE

INDUSTRIES • Develop A NEW

SKILL

EXAMPLES: • DISASSEMBLE A

PRODUCT • VISUALLY MAP OUT

A PROCESS • DeCONSTRUCT IDEAS

EXAMPLES: • BUILD A PROTOTYPE • PILOT A NEW PROCESS • LAUNCH A NEW VENTURE

ON THE MARKET


NEW !

NOW !

NEXT


Live somewhere new. Engage in new activities. Visit a museum. Go to the zoo alone.

CROSS PHYSICAL BORDERS1

Just because you can. See how it works, start at a thrift shop.

dissassemble a product4

Subscribe to a entirely new and different magazine, go down a Wikipedia rabbit hole,

CROSS INTELLECTUAL BORDERS2

Try something new, stray from your comfort zone.

pilot new ideas5

Local community courses, physical activity, school courses, job swap.

DEVELOP A NEW SKILL3

DEVELOP YOUR EXPERIMENTING SKILLS - TIPS



ASSOCIATING


3D PRINTED CONDUCTIVE PLASTIC AD INTERACTIVE MEDIA


Open a random Wikipedia article. How can this help solve my problem?

FORCE NEW ASSOCIATIONS1

Collect strange and wonderful things. Have them around you or accessible.

BUILD A CURIOSITY BOX4

Think of how another company would solve the problem.

TAKE ON A DIFFERENT PERSONA2

Substitute, combine, adapt, magnify, minimize, modify, put to other use, eliminate, reverse, rearrange.

SCAMPER!5

What if ____________ was more like ______________

GENERATE METAPHORS3

DEVELOP YOUR ASSOCIATING SKILLS - TIPS


ReDD’S APPLE LAUNCHERTHIS MIGHT FLY: DRONES ON DEMAND


5 INNOVATIVE MARKETING TECH TRENDS IN 5 MINUTES OR LESS



BIOMETRICS

Brain Waves: Subway Eatovations

Facial Recognition: Selfie smile detecting mirror

Sochi 2014: Subway (the other kind) Squats

Fingerprint scanning: Disney


Oculus Rift: A new perspective on Virtual Reality

MYO: Gesture armband

NIVEA: Trackable wristband

Event Staff: Tracking and geotagging of locations

WEARABLES


ADVANCED DISPLAY TECHNOLOGY

Transparent LCDs: A new perspective on Virtual Reality

Interactive Projection Foils: Display anywhere

IR Bezels: Everything is a touchscreen


SOCIALLy reactive installations

Hashtag Happiness: Tweet to raise the Pride flag

Social Vending: Twitter Canada’s t-shirt machine

Twitter Balloon: Make your activation pop

On The Internet, Nobody Knows You’re A Dog: #Snackball


Technology + Content

Sign of the Times: “Points” sign shows the way

A New Twist: Analog fun with new friends and a Coke

Perfect Pizza: Domino’s Steady Pizza

That Warm Feeling: Tech and emotion


ReDD’S APPLE LAUNCHERSWEET: OREO TRENDING VENDING



Suggest ideas, participate, ask what can be done beyond the ordinary … do it together.

WORK WITH YOUR PARTNERS1

There’s a reason “I’ve never seen that before” can work. It because somebody tried to do it.

Don’T BE AFRAID TO TRY2

Even the most innovative ideas have goals to meet.SET METRICS FOR EVERYTHING3

FINAL THOUGHTS AKA: HOW DO I APPLY ANY OF THIS STUFF TO WHAT I DO?

Try it in your own life. Everyone is a maker.MAKE STUFF4


ReDD’S APPLE LAUNCHEROne Last Thing: the first thing

#IFCADC | #INNOVATION@mechastewart | @wondermakr

THANK-YOU + QUESTIONS!

the process of innovation - ifca conference 2015

Marketing