"10 Innovation Trends for the Smart City" by Pablo Sanchez Chillon CEO Eolex Citylab
Esnep07 beyond the moon juan pablo sanchez
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Transcript of Esnep07 beyond the moon juan pablo sanchez
Beyond the Moon
Juan Pablo SánchezCreative Production & Communication
DirectorMCI Barcelona Office
www.esnep2007.com
This is about
• Instead of traditional statement B2B is related to B2C.
• New Consumers attitudes.• How can I take advantage
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B2B & B2C • We live in a “NETWORLD” what happens to
the B2C is linked with the B2B• Questions: • How many of you are..• DMC?• Venues?• Event Management companies?• Others?
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Same person many attitudes
• we need to analyses target in multiple dimensions.
• At the end there is a person behind.• Now Brands are transmitting emotions
and experiences.• Emotional connection is the key.
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Same person, many attitudes
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MIND 5%conscious
• Reflex ion.• conscious thinks• Basic Needs.• Rationality.• Prudential.• Transactional.• WHAT
HEART 95%Intuitive
• Go Action.• Unconscious Thinks•Stronger needs• Sense Rationality •Passion•Relations• Benefits •HOW perceptions.
THE FOCUS IS IN THE HEART NOT IN THE MIND
Consumers Attitudes
Remember• B2B and B2C are related and linked.• Target is multi-dimensional• Emotional connection / not rational
TRANSUMERS
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The Hoxton Hotel(http://www.hoxtonhotels.com)
CONSUMERS IN TRANSIT
TRANSUMERS
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British Ecurie 25 (http://www.ecurie25.co.uk)Bag, Borrow or Steal(http://www.bagborroworsteal.com),
TRANSPARENCY• I can instantly access information• I can compare price, performance, etc…• I can see city, hotel, before to go• I can check other consumer opinions
about.
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TRANSPARENCY
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The Mass Destruction weapon
or powerfull.
..
Some numbers to convince …80% of online shopping time is spent researching products rather than buying them. (Tec Crunch)
71% of online shoppers read reviews, making it the most widely read consumer-generated content. (Forrester)
In a test of product conversion with and without product ratings by customers. Conversion nearly doubled, going from .44% to 1.04% after the same product displayed its five-star rating. (Marketing Experiments Journal)
60 percent of online shoppers provide feedback about a shopping experience, and are more likely to give feedback about a positive experience than a negative one. (Jupiter Research)
User-generated ratings and reviews are the second most important site feature behind search. Retailers who adopt ratings and reviews as a differentiator and retention strategy will gain market share. (Jupiter Research)
In a study of 2,000 shoppers – 92% deemed customer reviews as “extremely” or “very” helpful and ~ 71% used keyword searches to find products. (eTailing Group)
59% of their users considered customer reviews to be more valuable than expert reviews. (Bizrate)
(Foresee Results Study, 2006)
(Source: BazaarVoice.com)
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OXIGEN ONLINE
• This is another Big Trend. Just consider the fact that these days, consumers don't want online access anywhere/anytime, they absolutely CRAVE it! From airports to living rooms to roof gardens to classroomsto city parks
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OXIGEN ONLINE• As wireless service was the most requested new service in
surveys of departing guests, the MGM Grand Hotel in Las Vegas has begun providing wireless internet connections in all of its 5,034 rooms (source: LVPress.com).
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OXIGEN ONLINE
Paris is serious about wireless internet access and holds ambitions to become the WiFicapital of the world. 'WiFi Gare' at the Garedu Nord train station is definitely a good start!
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UPGRADIA
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UPGRADIA is really about consumers obsessively upgrading everything, and the brands happy to provide these upgrades to them
Applying trend information
• 1. Influence or shape your company's vision. (Vision)
• 2. Come up with a new business concept, an entirely new venture. (New business concepts)
• 3. Add ‘something’ new for a certain customer segment. (New products, services, experiences)
• 4. Speak the language of those consumers already ‘living’ a trend. (Marketing, advertising, PR)
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