From Insights to Executions

A session by Douglas Davis at Revolve Conference 2016

Transcript

1. Revolve 2016 @ Sterling Hall Charleston, SC @douglasQdavis #CSBD
2. From Insights To Executions @douglasQdavis #CSBD
3. @CSBDbook You already have the creativity, 
 now it’s time to gain the
 business insight.

5. #CSBD #ThinkHowTheyThink A Fighting
 Chance
 Shooting Yourself
 in the Foot A Botched
 Job
 Doomed
 from the beginning SOURCE: STRATEGY IS EXECUTION: WHAT YOU DO IS WHAT YOU GET BY FRED NICKOLS ILLUSTRATION BY WENDY MACNAUGHTON
6. #CSBD #ThinkHowTheyThink Shooting Yourself
 in the Foot A Botched
 Job
 X X SOURCE: STRATEGY IS EXECUTION: WHAT YOU DO IS WHAT YOU GET BY FRED NICKOLS ILLUSTRATION BY WENDY MACNAUGHTON
7. #CSBD #ThinkHowTheyThink Doomed from the beginning X SOURCE: STRATEGY IS EXECUTION: WHAT YOU DO IS WHAT YOU GET BY FRED NICKOLS ILLUSTRATION BY WENDY MACNAUGHTON
8. #CSBD #ThinkHowTheyThink A Fighting Chance
 SOURCE: STRATEGY IS EXECUTION: WHAT YOU DO IS WHAT YOU GET BY FRED NICKOLS ILLUSTRATION BY WENDY MACNAUGHTON
9. @douglasQdavis “We are here to inject art into commerce.” @douglasQdavis - Tibor Kalman
10. STRATEGY & EXECUTION #CSBD #ThinkHowTheyThink
11. 
 Business is annexing design, as it previously
 integrated marketing. Observation #1:
13. Building a Design Driven Culture: “The difference with design-driven
 companies is that they seek to go 
 far beyond understanding what 
 customers want to truly uncovering 
 why they want it.” - Mckinsey & Co
15. Another Day, Another IBM Digital Acquisition “More businesses see creative design
 as a key digital differentiator.” - Fortune
17. The New Red Bulls: Why Every Big Brand Is Launching A Media Company “Large brands like GE and IBM
 are publishing more content
 per week now than TIME magazine
 did in its heyday.” - The Content Strategist
18. Clients expect everyone involved with their Brand to be strategic @douglasQdavis #CSBD Observation #2:
19. @douglasQdavis #CSBD “If a concept merits innovation,
 disruption, or change, you can 
 and should be prepared to lead the
 discussion about why and how
 it would be feasible.” - Dr. Marjorie Kalter
20. Design school doesn’t teach business strategy @douglasQdavis #CSBD Observation #3A:
21. Business school doesn’t teach how to inspire designers @douglasQdavis #CSBD Observation #3B:
22. #CSBD #ThinkHowTheyThink STRATEGY & EXECUTION
23. #CSBD #ThinkHowTheyThink
24. @douglasQdavis #CSBD Organize the Chaos
25. Target Define targets in demographics, psychographics & or behavioral attributes. The Facts Decide whether the scope is the brand, 
 a particular product 
 or service. M: What should the target take away from your communications. Message or Objective O: A verb. Convert, Drive, Engage, Build, Grow, Increase, Decrease etc, 
 by % among 
 X target. Feature/Benefit A Feature is a tangible attribute 
 that defines the product. A benefit to the consumer originates from that tangible attribute.
26. Target 1 defined in a short fragment with any demo, psycho, & behavioral data Target 2 defined in a short fragment with any demo, psycho, & behavioral data Target 3 defined in a short fragment with any demo, psycho, & behavioral data Target 4 defined in a short fragment with any demo, psycho, & behavioral data Target 5 defined in a short fragment with any demo, etc. Historical information on the brand Brand Perception information Positive information on the brand Negative information on the brand Information from the brand website Information from blogs about brand Customer service information Product line information on the brand Parent company information Brand partnerships or associations Sponsorship information on the brand Pricing information on the brand Version information on the product Sales information on the brand Event information on the brand Any & All information on the brand 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit M: What target X should take 
 away from the communications M: What target X should take
 away from the communications M: What target X should take 
 away from the communications M: What target X should take away from the communications M: What target X should take away from the communications O: What the client wants to achieve O: Increase traffic by % O: Increase app downloads by % O: Engage among target 3 by % O: Convert % O: Decrease by % O: Build by % O: Acquire by % O: Retain by % O: Grow by % Brand/Product/or Service Feature/Benefit Target Message or Objective Target 6 defined in a short fragment with any demo, etc. STEP 1: QUANTITY
27. Target 1 defined in a short fragment with any demo, psycho, & behavioral data Target 3 defined in a short fragment with any demo, psycho, & behavioral data Target 4 defined in a short fragment with any demo, psycho, & behavioral data Target 5 defined in a short fragment with any demo, etc. Historical information on the brand Positive information on the brand Negative information on the brand Information from blogs about brand Customer service information Product line information on the brand Parent company information Sponsorship information on the brand Pricing information on the brand Event information on the brand Any & All information on the brand 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit M: What target X should take 
 away from the communications M: What target X should take away from the communications M: What target X should take away from the communications O: What the client wants to achieve O: Increase traffic by % O: Increase app downloads by % O: Engage among target 3 by % O: Decrease by % O: Build by % O: Acquire by % O: Retain by % Brand/Product/or Service Feature/Benefit Target Message or Objective STEP 2: QUALITY
28. Target 1 defined in a short fragment with any demo, psycho, & behavioral data Target 3 defined in a short fragment with any demo, psycho, & behavioral data Target 4 defined in a short fragment with any demo, psycho, & behavioral data Target 5 defined in a short fragment with any demo, etc. Historical information on the brand Positive information on the brand Negative information on the brand Information from blogs about brand Customer service information Product line information on the brand Parent company information Sponsorship information on the brand Pricing information on the brand Event information on the brand Any & All information on the brand 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit M: What target X should take 
 away from the communications M: What target X should take away from the communications M: What target X should take away from the communications O: What the client wants to achieve O: Increase traffic by % O: Increase app downloads by % O: Engage among target 3 by % O: Decrease by % O: Build by % O: Acquire by % O: Retain by % Brand/Product/or Service Feature/Benefit Target Message or Objective STEP 3: PULL OUT THREADS
29. STRATEGIC THREADS Target Brand Info Feature / Benefit Message or Objective Target Product Info Feature / Benefit Message or Objective
30. @douglasQdavis #CSBD Question the Answers
31. Question the Answers
32. #CSBD #ThinkHowTheyThink “It’s been said that a picture 
 is worth a thousand words. 
 In the hands of the right designer,
 a word is worth a thousand pictures.” —TONY DI SPIGNA
33. @douglasQdavis #CSBD Turn Insights into Executions
34. Information collected + 
 data interpreted =
 insights that inspire concepts
 that inspire executions.
35. “No matter where or why you travel, there’s always something wonderfully new to be found.” Insight SOURCE: JUDY ABEL, Owner/Principal 32 Degrees North & Vice President of Strategy, Method Savvy
36. “No matter where or why you travel, there’s always something wonderfully new to be found.” Destination Occasion Differentiation Discovery & 
 Exploration a c b d DISSECTING THE ELEMENTS OF OUR CONTENT FORMULA SOURCE: JUDY ABEL, Owner/Principal 32 Degrees North & Vice President of Strategy, Method Savvy
37. Understanding the 4 pillars of our content strategy Encourages exploration 
 both off- and online. We want to connect with those, who love to discover, who take pride in knowing something others don’t. Taps into our target audience’s love of sharing their latest discoveries with their friends and family. The hidden gem What’s that “something”? What’s that special thing about our experiences? Taps into our target audience’s interest in being “in the know” about the emerging, the new, the latest and greatest. Why you are traveling (weddings, meetings, events, etc.) The unique aspects of each hotel and city Destination Occasion Differentiation Discovery Informational & Utility-driven Engagement & Sharing a c d b Type of interaction SOURCE: JUDY ABEL, Owner/Principal 32 Degrees North & Vice President of Strategy, Method Savvy
39. I enjoy being one of the variety
 of voices needed both in front
 of and behind the strategy, concept or execution. If you like what you’ve seen thinkhowtheythink.com @douglasQdavis #CSBD
40. @douglasQdavis #CSBD From Insights to Executions