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The Buzzword Blockade ¡ª Carter Jensen [CUE4 Retail Conference - 2019] ¡ª Presentation Excerpt

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Carter Jensen
Carter Jensen

My belief: Marketers have been hiding under a bubble of buzzwords, avoiding real work that focuses on improving experiences for consumers. Virtual Reality! Blockchain! Beacons! ¡ª Huh? Why is this? We have found ourselves stuck in the false comfort of ¡°innovation¡± ¡ª An inaccurate sense of hope that the perception of new and different is actually good for the end consumer. This 40min keynote looks into the cause of this current marketing epidemic as we look to past campaigns to analyze HYPE vs. actual consumer good. More on Cue4 - https://www.cue4unconference.com More on Third Haus - https://thirdhaus.com More about me - https://www.carterjensen.com More about Latitude - https://lat.co

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CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com The Buzzword BlockadeCarter Jensen | October 2019 CUE4 2019
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com MY CURRENT WORLD Consumer Experience Strategy The modern consumer journey Leveraging emerging tools and tech. In-store, onsite ¡ª Physical activations.
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com MY CURRENT WORLD
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Welcome. ABOUT ME THE BUBBLE REAL WORLD EFFECTS PROBLEM ORIGIN RUBRIC FOR SUCCESS CASE STUDIES NEXT STEPS Q&A
GETTING STARTED The Bubble
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com As marketers and brand stewards, we have created a bubble of buzzwords that we do not live on top of but rather, hide under. This gives us comfort in ¡°innovation¡± ¡ª A false sense of hope that the perception of new and different is actually good for the end consumer. MY THEORY
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com 1 4 The endless circle of meaningless buzzwords used to guide ¡°transformation¡± and ¡°Breakthrough¡±¡­ VR AR BLOCKCHAIN CRIPTO AI 3D PRINTING MACHINE LEARNING DRONES BEACONS
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com - What¡¯s your company¡¯s plan to onboard wearables? - How¡¯s our Google Glass program coming? - Where do you stand on Big Data? A.I.? Machine learning? - How many tablets should we buy? - What¡¯s your child¡¯s school¡¯s V.R. budget? - Do you even know what cryptocurrency is? THE REALITY
Innovation
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com We are told that innovation is the most important force in our economy, the one thing we must get right or be left behind¡­
The Buzzword Blockade ¡ª Carter Jensen [CUE4 Retail Conference - 2019] ¡ª Presentation Excerpt
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com But that fear of missing out has led us to foolishly embrace the false trappings of innovation creating a blockade of truly innovative ideas that may be simpler and ultimately more effective. FOMO(Fear of Missing Out)
The Real World Effect
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com - How do we leverage digital channels to break through to our customers¡­ - How can you leverage current, owned assets within this campaign¡­ - How do you use virtual reality to tell this story? - What is our augmented reality play? - Should we use 3D printers? - BEACONS! The Brief
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com ¡ªor¡ª Ideas to answer the literal aspects of the brief... Tactics that will actually improve the consumer¡¯s experience with our brand. WHAT ARE WE LOOKING FOR¡­
My Journey with Ronald McDonald House
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Donte + Nicole Nolan
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com PROBLEM Information Overload As families enter into a RMH location, they are in an incredible time of need. Information upon check-in is rushed, often forgotten.
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com RMH staff have looked to a modern solution to this problem. A fully built app was proposed and quoted by multiple companies. PROPOSED SOLUTION An App
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com EXPENSIVE | COMPLICATED | TIMING | USER BENEFIT | ACCESS Dead End. Stasis.
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com RMH Web App __ WEB BASED A turnkey solution that was not only easier to develop but also compatible on all platforms. GOOGLE CAL Leveraging Google calendar allowed for easy development, perfect integration and minimal training for onsite staff. SMS SMS messaging allowed for easy access when needed by the families.
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com - 30-40 Families Onboarded Each Week - 100+ Families Active - Thousands of Pageviews Families Helped RESULTS
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com But that fear of missing out has led us to foolishly embrace the false trappings of innovation, creating a blockade of truly innovative ideas that may be simpler and ultimately more effective. FOMO(Fear of Missing Out)
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
The Origin of this Problem
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com It is important to understand the core of the problem. Where are the buzzwords coming from?
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Startup Culture WHY Leading technology has not only proven to be successful, it has gained celebrity status.
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Senior Leadership WHY See the news, want to be successful. Scared of being disrupted or outpaced.
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Mid-Marketers (Clients) WHY They have an unbelievable pressure to be innovative and ¡°smart.¡± Their jobs depend on it.
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Agencies WHY The brief says so. This is how we win. (I once lost to an agency who had a robot arm¡­)
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Consumers WHY Sometimes we trick them into trying it and/or believing.
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Clients WHY They have an unbelievable pressure to be innovative and ¡°smart.¡± Senior Leadership WHY See the news, want to be successful. Scared of disruption Startup Culture WHY Leading technology has not only proven to be successful, it has gained celebrity status. Agency Responses WHY The brief says so. (I once lost to an agency who had a robot arm¡­) Consumer WHY Sometimes we trick a few.!
A Shift Towards Value So, what should we do?
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Experience Today, we must FIRST focus on the overall customer...
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Brand Experience Today, we must FIRST focus on the overall...
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Brand Experience Retail Experience Today, we must FIRST focus on the overall...
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Brand Experience Retail Experience Consumer Experience Today, we must FIRST focus on the overall...
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Giving Value Entertain Inform Inspire Include Enhance Invite PRODUCT X XMEDIUM Accessible¡ªDelivered on a platform of the consumer¡¯s choice. TIME Intersecting in their time of need. (Does it answer a consumer need)
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com The CXI Rubric - Delivering necessary user value. - Accessible platform. (Minimal Barriers / Friction) - In the time of need. Consumer Experience Innovation (CXI) Consumer experience innovation leverages highly-accessible tools to deliver new consumer value in a speci?c time of need.
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Brands that have used buzz and hype to gain success? But what about¡­
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com The Hype Rubric - Disruptive, built to gain attention. (via culture intersection, early adopter, etc.) - Large promotional budget and/or strategy. - Minimal need for actual consumer interaction to achieve objective.
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com The CXI Rubric - Delivering necessary user value. - Accessible platform. (Minimal Barriers / Friction) - In the time of need. The Hype Rubric - Disruptive, built to gain attention. (via culture intersection, early adopter, etc.) - Large promotional budget and/or strategy. - Minimal need for actual consumer interaction to achieve objective.
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Value-Adding Consumer Experiences A majority of efforts must be focused on improving the overall experience of consumers (CXI). Hype A minimal level of hype can be added into the mix with the speci?c purpose of gaining PR / shifting brand perception. Brands today must maintain a minimal mix of consumer-focused initiative while adding a small portion of hype atop this foundation. But wait, buzzwords? Hype is ok.
Examples of Success
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Online Ordering Just 11 years after launching Dominos.com, the company was the first major pizza chain to introduce online and mobile ordering. Pizza Tracker Ahead of its time, the revolutionary Domino¡¯s Tracker debuted in 2008, allowing customers to follow the progress of their online order from the time they clicked ¡°place order¡±. Value-Adding Consumer Experiences A majority of efforts must be focused on improving the overall experience of consumers (CXI). Pizza Drone DOM The Pizza Bot Antonyms Pizza Robot Hype A minimal level of hype can be added into the mix with the specific purpose of gaining PR / shifting brand perception. Hot Spots In April of this year, Domino¡¯s announced it was adding 150,000 HotSpots to its delivery locations. Customers could now get pizza delivered to a beach, park, museum ¡ª no physical address required. AnyWare Ordering its customers even more options. Customers can now order pizza via text, tweet, Samsung Smart TV, Ford SYNC AppLink system, the Android Wear smartwatch app, or Pebble smartwatch app. Echo & More In 2016, the company added Amazon Echo and Alexa, Apple Watch, Facebook Messenger, and Google Home to AnyWare, and, in 2017, IFTTT and Slack joined the lineup.
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
Test Your Skills
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Value-Adding Consumer Experience (CXI) Hype Marketing¡ªOR¡ª
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com The CXI Rubric - Delivering necessary user value. - Accessible platform. (Minimal Barriers / Friction) - In the time of need. The Hype Rubric - Disruptive, built to gain attention. (via culture intersection, early adopter, etc.) - Large promotional budget and/or strategy. - Minimal need for actual consumer interaction to achieve objective.
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
The Buzzword Blockade ¡ª Carter Jensen [CUE4 Retail Conference - 2019] ¡ª Presentation Excerpt
? Delivering necessary user value. ? Accessible platform. (Minimal Barriers / Friction) ? In the time of need. Consumer Experience Innovation [CXI] ? Disruptive, built to gain attention. (via culture intersection, early adopter, etc.) ? Large promotional budget and/or strategy. ? Minimal need for actual consumer interaction.
The Buzzword Blockade ¡ª Carter Jensen [CUE4 Retail Conference - 2019] ¡ª Presentation Excerpt
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com "The Switch" by Net?ix Net?ix leveraged new, iOT technology along with ¡°maker culture¡± to promote a self-built button built to trigger the perfect "Net?ix and Chill" environment. Upon pressing the button, lights dim, TV turns on and your favorite Net?ix show begins.
The Buzzword Blockade ¡ª Carter Jensen [CUE4 Retail Conference - 2019] ¡ª Presentation Excerpt
? Disruptive, built to gain attention. (via culture intersection, early adopter, etc.) ? Large promotional budget and/or strategy. ? Minimal need for actual consumer interaction. ? Delivering necessary user value. ? Accessible platform. (Minimal Barriers / Friction) ? In the time of need. Hype!
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
The Buzzword Blockade ¡ª Carter Jensen [CUE4 Retail Conference - 2019] ¡ª Presentation Excerpt
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
The Buzzword Blockade ¡ª Carter Jensen [CUE4 Retail Conference - 2019] ¡ª Presentation Excerpt
? Delivering necessary user value. ? Accessible platform. (Minimal Barriers / Friction) ? In the time of need. Consumer Experience Innovation [CXI] ? Disruptive, built to gain attention. (via culture intersection, early adopter, etc.) ? Large promotional budget and/or strategy. ? Minimal need for actual consumer interaction.
In Closing
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Random acts of marketing. digital. experiences. communications.
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Random acts of marketing do not provide any bene?t for the brand or the consumer. They ultimately add clutter to the already saturated world while wasting time of all involved.
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com We must ?nd a way to build, sell and promote value-adding experiences for our consumers. This is what they demand.
Next Steps
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com 1. Avoid the false trappings of innovation. 2. Be consumer-minded. 3. Understand their always-changing needs & platforms of trust. 4. Constantly deliver improved CX. 5. Embrace hype tacts when appropriate and in moderation.
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Questions? Rebuttals? CARTERJENSEN.COM
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com I¡¯m Carter. Im a retail fanatic. I love building meaningful experiences for consumers. I appreciate you giving me a shot.
CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Thank you. CARTERJENSEN.COM

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The Buzzword Blockade ¡ª Carter Jensen [CUE4 Retail Conference - 2019] ¡ª Presentation Excerpt

  • 1. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com The Buzzword BlockadeCarter Jensen | October 2019 CUE4 2019
  • 2. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com MY CURRENT WORLD Consumer Experience Strategy The modern consumer journey Leveraging emerging tools and tech. In-store, onsite ¡ª Physical activations.
  • 3. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com MY CURRENT WORLD
  • 4. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Welcome. ABOUT ME THE BUBBLE REAL WORLD EFFECTS PROBLEM ORIGIN RUBRIC FOR SUCCESS CASE STUDIES NEXT STEPS Q&A
  • 6. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com As marketers and brand stewards, we have created a bubble of buzzwords that we do not live on top of but rather, hide under. This gives us comfort in ¡°innovation¡± ¡ª A false sense of hope that the perception of new and different is actually good for the end consumer. MY THEORY
  • 7. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com 1 4 The endless circle of meaningless buzzwords used to guide ¡°transformation¡± and ¡°Breakthrough¡±¡­ VR AR BLOCKCHAIN CRIPTO AI 3D PRINTING MACHINE LEARNING DRONES BEACONS
  • 8. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com - What¡¯s your company¡¯s plan to onboard wearables? - How¡¯s our Google Glass program coming? - Where do you stand on Big Data? A.I.? Machine learning? - How many tablets should we buy? - What¡¯s your child¡¯s school¡¯s V.R. budget? - Do you even know what cryptocurrency is? THE REALITY
  • 10. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com We are told that innovation is the most important force in our economy, the one thing we must get right or be left behind¡­
  • 12. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com But that fear of missing out has led us to foolishly embrace the false trappings of innovation creating a blockade of truly innovative ideas that may be simpler and ultimately more effective. FOMO(Fear of Missing Out)
  • 13. The Real World Effect
  • 14. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com - How do we leverage digital channels to break through to our customers¡­ - How can you leverage current, owned assets within this campaign¡­ - How do you use virtual reality to tell this story? - What is our augmented reality play? - Should we use 3D printers? - BEACONS! The Brief
  • 15. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com ¡ªor¡ª Ideas to answer the literal aspects of the brief... Tactics that will actually improve the consumer¡¯s experience with our brand. WHAT ARE WE LOOKING FOR¡­
  • 16. My Journey with Ronald McDonald House
  • 17. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
  • 18. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
  • 19. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Donte + Nicole Nolan
  • 20. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com PROBLEM Information Overload As families enter into a RMH location, they are in an incredible time of need. Information upon check-in is rushed, often forgotten.
  • 21. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com RMH staff have looked to a modern solution to this problem. A fully built app was proposed and quoted by multiple companies. PROPOSED SOLUTION An App
  • 22. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com EXPENSIVE | COMPLICATED | TIMING | USER BENEFIT | ACCESS Dead End. Stasis.
  • 23. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com RMH Web App __ WEB BASED A turnkey solution that was not only easier to develop but also compatible on all platforms. GOOGLE CAL Leveraging Google calendar allowed for easy development, perfect integration and minimal training for onsite staff. SMS SMS messaging allowed for easy access when needed by the families.
  • 24. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
  • 25. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
  • 26. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com - 30-40 Families Onboarded Each Week - 100+ Families Active - Thousands of Pageviews Families Helped RESULTS
  • 27. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com But that fear of missing out has led us to foolishly embrace the false trappings of innovation, creating a blockade of truly innovative ideas that may be simpler and ultimately more effective. FOMO(Fear of Missing Out)
  • 28. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
  • 29. The Origin of this Problem
  • 30. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com It is important to understand the core of the problem. Where are the buzzwords coming from?
  • 31. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
  • 32. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Startup Culture WHY Leading technology has not only proven to be successful, it has gained celebrity status.
  • 33. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Senior Leadership WHY See the news, want to be successful. Scared of being disrupted or outpaced.
  • 34. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Mid-Marketers (Clients) WHY They have an unbelievable pressure to be innovative and ¡°smart.¡± Their jobs depend on it.
  • 35. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Agencies WHY The brief says so. This is how we win. (I once lost to an agency who had a robot arm¡­)
  • 36. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Consumers WHY Sometimes we trick them into trying it and/or believing.
  • 37. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Clients WHY They have an unbelievable pressure to be innovative and ¡°smart.¡± Senior Leadership WHY See the news, want to be successful. Scared of disruption Startup Culture WHY Leading technology has not only proven to be successful, it has gained celebrity status. Agency Responses WHY The brief says so. (I once lost to an agency who had a robot arm¡­) Consumer WHY Sometimes we trick a few.!
  • 38. A Shift Towards Value So, what should we do?
  • 39. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Experience Today, we must FIRST focus on the overall customer...
  • 40. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Brand Experience Today, we must FIRST focus on the overall...
  • 41. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Brand Experience Retail Experience Today, we must FIRST focus on the overall...
  • 42. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Brand Experience Retail Experience Consumer Experience Today, we must FIRST focus on the overall...
  • 43. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Giving Value Entertain Inform Inspire Include Enhance Invite PRODUCT X XMEDIUM Accessible¡ªDelivered on a platform of the consumer¡¯s choice. TIME Intersecting in their time of need. (Does it answer a consumer need)
  • 44. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com The CXI Rubric - Delivering necessary user value. - Accessible platform. (Minimal Barriers / Friction) - In the time of need. Consumer Experience Innovation (CXI) Consumer experience innovation leverages highly-accessible tools to deliver new consumer value in a speci?c time of need.
  • 45. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Brands that have used buzz and hype to gain success? But what about¡­
  • 46. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
  • 47. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com The Hype Rubric - Disruptive, built to gain attention. (via culture intersection, early adopter, etc.) - Large promotional budget and/or strategy. - Minimal need for actual consumer interaction to achieve objective.
  • 48. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com The CXI Rubric - Delivering necessary user value. - Accessible platform. (Minimal Barriers / Friction) - In the time of need. The Hype Rubric - Disruptive, built to gain attention. (via culture intersection, early adopter, etc.) - Large promotional budget and/or strategy. - Minimal need for actual consumer interaction to achieve objective.
  • 49. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Value-Adding Consumer Experiences A majority of efforts must be focused on improving the overall experience of consumers (CXI). Hype A minimal level of hype can be added into the mix with the speci?c purpose of gaining PR / shifting brand perception. Brands today must maintain a minimal mix of consumer-focused initiative while adding a small portion of hype atop this foundation. But wait, buzzwords? Hype is ok.
  • 51. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
  • 52. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Online Ordering Just 11 years after launching Dominos.com, the company was the first major pizza chain to introduce online and mobile ordering. Pizza Tracker Ahead of its time, the revolutionary Domino¡¯s Tracker debuted in 2008, allowing customers to follow the progress of their online order from the time they clicked ¡°place order¡±. Value-Adding Consumer Experiences A majority of efforts must be focused on improving the overall experience of consumers (CXI). Pizza Drone DOM The Pizza Bot Antonyms Pizza Robot Hype A minimal level of hype can be added into the mix with the specific purpose of gaining PR / shifting brand perception. Hot Spots In April of this year, Domino¡¯s announced it was adding 150,000 HotSpots to its delivery locations. Customers could now get pizza delivered to a beach, park, museum ¡ª no physical address required. AnyWare Ordering its customers even more options. Customers can now order pizza via text, tweet, Samsung Smart TV, Ford SYNC AppLink system, the Android Wear smartwatch app, or Pebble smartwatch app. Echo & More In 2016, the company added Amazon Echo and Alexa, Apple Watch, Facebook Messenger, and Google Home to AnyWare, and, in 2017, IFTTT and Slack joined the lineup.
  • 53. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
  • 55. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Value-Adding Consumer Experience (CXI) Hype Marketing¡ªOR¡ª
  • 56. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com The CXI Rubric - Delivering necessary user value. - Accessible platform. (Minimal Barriers / Friction) - In the time of need. The Hype Rubric - Disruptive, built to gain attention. (via culture intersection, early adopter, etc.) - Large promotional budget and/or strategy. - Minimal need for actual consumer interaction to achieve objective.
  • 57. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
  • 58. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
  • 60. ? Delivering necessary user value. ? Accessible platform. (Minimal Barriers / Friction) ? In the time of need. Consumer Experience Innovation [CXI] ? Disruptive, built to gain attention. (via culture intersection, early adopter, etc.) ? Large promotional budget and/or strategy. ? Minimal need for actual consumer interaction.
  • 62. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
  • 63. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com "The Switch" by Net?ix Net?ix leveraged new, iOT technology along with ¡°maker culture¡± to promote a self-built button built to trigger the perfect "Net?ix and Chill" environment. Upon pressing the button, lights dim, TV turns on and your favorite Net?ix show begins.
  • 65. ? Disruptive, built to gain attention. (via culture intersection, early adopter, etc.) ? Large promotional budget and/or strategy. ? Minimal need for actual consumer interaction. ? Delivering necessary user value. ? Accessible platform. (Minimal Barriers / Friction) ? In the time of need. Hype!
  • 66. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
  • 68. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com
  • 70. ? Delivering necessary user value. ? Accessible platform. (Minimal Barriers / Friction) ? In the time of need. Consumer Experience Innovation [CXI] ? Disruptive, built to gain attention. (via culture intersection, early adopter, etc.) ? Large promotional budget and/or strategy. ? Minimal need for actual consumer interaction.
  • 72. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Random acts of marketing. digital. experiences. communications.
  • 73. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Random acts of marketing do not provide any bene?t for the brand or the consumer. They ultimately add clutter to the already saturated world while wasting time of all involved.
  • 74. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com We must ?nd a way to build, sell and promote value-adding experiences for our consumers. This is what they demand.
  • 76. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com 1. Avoid the false trappings of innovation. 2. Be consumer-minded. 3. Understand their always-changing needs & platforms of trust. 4. Constantly deliver improved CX. 5. Embrace hype tacts when appropriate and in moderation.
  • 77. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Questions? Rebuttals? CARTERJENSEN.COM
  • 78. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com I¡¯m Carter. Im a retail fanatic. I love building meaningful experiences for consumers. I appreciate you giving me a shot.
  • 79. CUE4 | Fall 2019 Carter Jensen Buzzword Blockade CarterJensen.com Thank you. CARTERJENSEN.COM