THE MAGIC 3
Learning : Experimentation : Creativity CONFIDENTIAL/INTELLECTUAL PROPERTY
Tuesday, June 22, 2010
Photos by Blue Lily © 2010 Ninebird Publishing
3 is a magic number What’s the difference between....
#1 This $12 pair of Walmart shorts
#2 A retailer’s photo collage
The answer:
An Idea! A suggestion...a hint...a whisper...a spark—an idea that connects a customer’s passions to photo, and their own creative ability.
...and this couture outfit?
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Tuesday, June 22, 2010
...and this Inspiration Board?
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© 2010 Ninebird Publishing
3 is a magic number
MORE!!! CREATE
EXPERIMENT
LEARN
The more inspired you become ...The more you inspire others
WHAT WE RETAILERS GET IN RETURN... LOY A TH LTY F EIR O CR R FEE EAT D $$$ IVI ING TY GR FROM OW ING THEIR OB AC Q SES U SIO I AD SIT N MIR ION ERS (T & R HEIR ECR UIT S)
The braver you get ...The more you crave creative legacy & the desire to do more
The more curious you are ...The more you want to share your knowledge STARTS HERE
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Tuesday, June 22, 2010
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© 2010 Ninebird Publishing
3 is a magic number Here’s how we get started An Editorial Plan Just like a magazine editor, your plan should lock down the following elements: MOST IMPORTANT OF ALL
1. Who you’re talking to—Is it a target group? (photo-taking Mom/Boomer); A creative personality type? (more in a minute); An experience level? (newbie/expert) 2. A righteous path—What’s in that audience’s best interest? What is their best learning path? How will you inspire them to learn/create more? 3. Timeline & timing—Inspiration happens year round. An observant eye and proactive plan can see you through a year’s worth of reasons for people to come into your shop and spend $$$ (but don’t forget the speed bumps!) 4. Entertainment with purpose—A never-ending online article is not going to cut it. Videos are great, but without purpose, merely eye-candy. The best content seamlessly does the heavy lifting of entertaining its viewer—giving them incremental insight—and selling product. 5. Your style; vibe; mission; POV—This is what flavors the execution of your content (look, feel, voice), and more importantly, makes your experience uniquely different from everyone else’s.
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Tuesday, June 22, 2010
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© 2010 Ninebird Publishing
3 is a magic number One more thought about “who” We believe there are five creative personalities that should be addressed any time you launch new products or services. 1. Creative Stylist- Originates trends by tapping into a mind-boggling intuitive sense of art and emotion. She wants products that authentically tie into the trends she creates, which the mass will eventually follow. 2. Curator- A champion of creativity, she inspires everyone around her to get their artistic groove on. She’s also the archivist who saves every treasure. She wants a steady influx of new, inspiring products so she can keep creating, and then share that knowledge. 3. Ingénue- She is on the very cusp of her creative journey, and is often times ignored. Let’s welcome her in with products that instantly make her feel she’s an artistic phenom, while gently coaxing her to try more. 4. Socialite- Like a jazz riff, she loves to creatively collaborate with her tribe. She wants products which celebrate those friendships, and that tap into their spontaneous, ever-evolving photo biography. 5. Maverick- She is a creative anarchist. A boundless experimenter who’s fearlessly innovative. For her, the more avant-garde the art, subject matter, or emotive range of your photo products, the better.
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Tuesday, June 22, 2010
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© 2010 Ninebird Publishing
1 : Learning CONFIDENTIAL/INTELLECTUAL PROPERTY
Tuesday, June 22, 2010
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© 2010 Ninebird Publishing
Learning Case Study from the Archives...
Project Zoom: An HP Digital Imaging Program
#1 Goal... Move existing, average-purchase customers to higher value ones. #2
With... Customized email messages, content, and ongoing dialogue addressed to each learning curve.
#3
Focus... Experience levels: Pre-sales/Getting Started; Beginner; Intermediate/ Advanced. Motivation: Learn; Inspire; Purchase.
#4 Content categories... Capture, Share, Create, and Store • 20+% CTR; • Elevated customer loyalty scores; • Email #5 Benchmarks... conversion to sales- 43%; • 150%+ ROI; • Empirical- revealed most valuable customers CONFIDENTIAL/INTELLECTUAL PROPERTY
Tuesday, June 22, 2010
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© 2010 Ninebird Publishing
Learning
Zoom...The more you know, the more you’ll grow Summer
Learn
Pre-sales/getting started
Beginner
Intermediate/advanced
Article: Intro to Digital Imaging
How-to: Make prints last longer
Article: Crop for cool effects
Capture
Video: Harness the emotion behind Inspire digital photography (shooting children at play) Create
Purchase
Store
Animated demo: Create a wedding photo book
PhotoSmart printer rebate
Photo paper promo
Video: Travel photography (tips from/Q&A with National Geographic photographers) Share
Digital camera travel accessories promo
Top-level summary of a sample editorial plan
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Tuesday, June 22, 2010
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Š 2010 Ninebird Publishing
Learning
Project Zoom....
Sample content CONFIDENTIAL/INTELLECTUAL PROPERTY
Tuesday, June 22, 2010
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© 2010 Ninebird Publishing
Learning
Opportunity to shine Think about the difficulties of most photo center experiences. A beginner or creative Ingénue would be fiercely loyal to the retail mentor who focused on their needs in becoming digitally and creatively savvy.
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Tuesday, June 22, 2010
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An Idea!
© 2010 Ninebird Publishing
2 : Experimentation
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Tuesday, June 22, 2010
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© 2010 Ninebird Publishing
Experimentation Coaxing out experimentationreal- Real life is so much more relatable than cheesy characterizations, #1 Get and when you can source usage ideas from something real, it connects with a power-punch of authentic emotion.
#2
Content with “come play” attitude- A focused “lesson” enveloped in a warm, encouraging tone is a delectable, bite-size morsel. Most people feel overwhelmed when dealing with technology and creativity. Never assume they know how to get from point A to Z.
support and collaboration- When like-minded people #3 Community encourage others, it’s an irresistible playground, with a spontaneous sharing of tips (bonus: self-validating for the sharer), applause for a job well done, plus a tiny bit of friendly competition provides an excellent motivator!
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Tuesday, June 22, 2010
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© 2010 Ninebird Publishing
Experimentation
#1 Get real Oh Baby!
Homecoming
Heart-warming phone
#2 Content with “Come Play” attitude Holiday card display (interactive online)
Smilebox
support #3 Community and collaboration Guest Curation CONFIDENTIAL/INTELLECTUAL PROPERTY
Tuesday, June 22, 2010
Instant Show-and-Tell, plus Shared peer purchases 13
© 2010 Ninebird Publishing
Experimentation
Your turn to experiment... Getting “real” also means exploring the darker shades of life... We’ve gone from a polite, distant society, to TMI! But imagine if you could serve an intimate need, such as death. How amazingly grateful that underserved market would be. Created in a positive light, tribute sites are spontaneously cropping up across millions of Facebook pages. A tribute line of photo products would be amazingly healing. Don’t be afraid to take a glance at real-life for all kinds of product inspiration.
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Tuesday, June 22, 2010
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© 2010 Ninebird Publishing
Experimentation
An Idea! Opportunity to shine Just because people are online, doesn’t mean they don’t want to “hang.” Give them a chill space to collaborate and mingle, and your store will be the hottest ticket in town.
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Tuesday, June 22, 2010
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© 2010 Ninebird Publishing
3 : Creativity CONFIDENTIAL/INTELLECTUAL PROPERTY
Tuesday, June 22, 2010
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© 2010 Ninebird Publishing
Creativity Be a clown! Or at the very least, be entertaining.
•
Inspiration starts with you. If you ooze creativity, your customers will wish to emulate you.
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By becoming a creative lighting rod, you’ll stay on top of an ever-changing landscape where your best idea is always your NEXT one.
•
All future retail studies point to an entertaining shopping experience. It doesn’t have to be perfect (or well-funded), just from the heart.
•
The tables have turned—big brands are now looking to “the fringe” for marketing inspiration.
•
Some of the best experiences are coming from people who fly under the radar.
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Tuesday, June 22, 2010
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© 2010 Ninebird Publishing
Creativity Tell a story. Transport your viewer to a warm, human space, and they’ll always want to go back there.
#1
Flat to Flight
#2
Tie into a passion. Create a relevant mash up. For this example, romantic history, modernized, is a favorite fashion trick.
CallMe Cards
Make a connection. Tying the viewer’s personality to a product is the perfect love match—entertainment & sales juju.
#3
Creative Personality Quiz CONFIDENTIAL/INTELLECTUAL PROPERTY
Tuesday, June 22, 2010
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© 2010 Ninebird Publishing
Creativity Partner up. Tell a bigger story with a relevant partnership (and share the expense/reward).
#4
HP tips and EstĂŠe Lauder makeovers for new Facebook/Match.com photo
#5
Mixed media. Kinetic creativity is dazzling (yet not as hard as it sounds). This blogger used paper birds to stage this photo. Imagine a series for teen girls. Concept photo: Color Me Katie blog
1000 Words. Putting products in their natural habitat dissolves any lingering questions, and intensifies their appeal. I see the lifestyle. I want to buy.
#6
Product beauty shot CONFIDENTIAL/INTELLECTUAL PROPERTY
Tuesday, June 22, 2010
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Š 2010 Ninebird Publishing
Creativity
An Idea! Opportunity to shine No one, and I mean NO ONE has effectively tackled kids and digital photography at retail. Kids have it all— curiosity, fearlessness, and amazing creativity. Plus, they’re your future customers.
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Tuesday, June 22, 2010
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© 2010 Ninebird Publishing
The Curious Minds Behind Ninebird 12 years ago, we began creating photo crafts for entertainment brands like HP, Sega, DreamWorks and Nickelodeon. We realized then that the quickest way to peoples’ hearts (and loyalty), was found in helping them feel creatively successful. In 2008, Ninebird was founded upon this belief—first as a product for major retail photo centers, and in 2011, as a pop-up photo shop for creatively impassioned communities. We want to be everywhere a photo’s story is being shared; authentically creating products that emotionally resonate with the sub-cultures we’ve loved and advocated for all these years. The folks at Ninebird have built four successful businesses over the past 18 years, in a sleepy little creative haven known as Portland, Oregon. We bring photo creativity to the people— and our passion will revolutionize an industry.
La vie longue la révolution ! Today our retail products are sold in Sam’s Club,Walmart US and Canada, Fred Meyer, King Soopers, CVS, Snapfish,Walgreens, and PictureMe Studios. CONFIDENTIAL/INTELLECTUAL PROPERTY
Tuesday, June 22, 2010
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© 2010 Ninebird Publishing
Contact
Wendi Spiess CEO Ninebird Publishing 503-963-6228 wendi@ninebirdpublishing.com
CONFIDENTIAL/INTELLECTUAL PROPERTY
Tuesday, June 22, 2010
Š 2010 Ninebird Publishing