Metal pressions

Creative Thinking Session METAL PRESSIONS DMGT - 732 Facilitating Creative Thinking Nese Gunduz, NumPloy Yanasiddhi, Ming An, Prachi Sunil Vyas, Mufan Lu

BACKGROUND

FACILITATING CREATIVE THINKING This session revolves around the technique of creative problem solving with the partner i.e., Metal Pressions with Andreas and Elisha Argentinis. As briefed by the client earlier we identified the opportunity statement.

PROBLEM STATEMENT How might we increase communication and marketing to increase customer traffic and engagement on the website?

Brief Background on Metal Pressions

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Find work in Savannah Process is about collaboration Hand stamping is the technology used Chat, online call Craft converts into business Participation from people Market impact with the offerings The softwares have rules and regulations The jewellery can be modified and is custom made The experience and store has to be better than the mall Participation from the customers Complicated web presently Intimate details about people are shared Personal connection with clients We want people to get involved from start to finish Status updates are provided to the clients We want people to love the experience We want to strategize, introduce systems and capitalize on the experience

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Trials taken

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Follow up emails Automatic giveaways Social Media Instagram more fans needed ○ Brand engagement ○ Executing a plan correctly Marking the territory in the market - Change the brand image Make customer centric process Bring the right people together Write a piece for social media Have a Advertising, marketing campaign Need resources In a bubble

GOALS

GOALS

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I wish we had 1 million followers on IG I wish #mpome I wish we were engaging I wish customers posted with our hashtag I wish we had 50 social engagements a day I wish we were more active in interaction I wish people pinned our designs more I wish we had wholesale customers I wish we had graphic designers I wish we had time to manage social media I wish celebrities wear our stuff I wish people know celebrities shopped with us I wish we had relationships with people I wish online celebrities social interaction I wish we had a blogger I wish everyone would fall in love with us I wish we created celebrities I wish we had a strong international sales market

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GOALS

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I wish people could understand easily to navigate through website I wish we had a higher converging rate I wish we had an obvious navigation route on our website I wish we had user-friendly software I wish we could collaborate with Savannah weddings I wish we had a higher-end engagement marketing I wish we tapped higher end wedding market I wish we could include customer stories on Youtube I wish we shared stories of artisans I wish we shared more content of the process I wish people could see our brand story I wish we could offer online classes to share our jewelry making art I wish we had the Youtube channel linked to our website I wish we knew how to promote our brand on Facebook more effectively I wish we could produce viral videos on Facebook

EXCURSION A tool we use to move away from the subject matter to another area of exploration to discover ideas. This technique helps get the contributors out of the monotonous mindset and come up with fresh insights for the problem statement. We then club the insights from the excursion topic and apply it to our problem statement.

EXCURSION Jewelry

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Value Purpose Meaning Luxury Satisfaction Rewarding Desire Motivational Shiny Status Wealth Identity Style Modern Life

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Lifestyle Heirloom Competition Relationships Innovation Beauty Eye Catching Interesting Craftsmanship Art Design Value of Materials Sourcing Tiffany

EXCURSION Online Business

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Innovation Fast Convenient Easy to Search Simple Unique Personalized Satisfying Engaging Disruptive to Industry Opportunity Break the Rules Exciting Organized

EXCURSION Social Media

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Frustrating Trendsetting Thoughtful Inspirational Follow Interaction Customer Service Venue Shallow Solution Time Wasting Necessary Fake Diverse

IDEAS GENERATED FROM EXCURSION

IDEAS GENERATED FROM EXCURSION

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I wish people engaged with our website I wish wealthier people would shop with us I wish to raise the average order value I wish I knew the purpose behind people's designs I wish to be an industry leader I wish to be the best I wish to have recognition in the industry I wish there were articles written about us I wish we got an award I wish we had a flagship store downtown I wish to help foster craftsmanship I wish to be so successful that I can be philanthropic I wish we could team up with Shinola, Detroit I wish people give our jewelry I wish we were more international

Brain Writing A technique to explore ideas in other topics and associate them with jewellry. On one post it you write down attributes to traffic.

Pass it on to the next person to write the who will use it then how will they use it and when they use it.

What if traffic was combined with Jewelry?

Attributes for traffic ● ● ● ●

Light - Jewelry Navigation for big city to direct people on which way to and so far what they want.

Car - Luxury car which has interior design with jewelry for celebrities and wealthier people.

Airport - Advertising and showroom about jewelry at airport for frequent traveller.

Chaos - Pattern of chaos to make a style statement for fashion designer and artist

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IDEAS FROM BRAIN WRITING

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I wish we had a kiosk I wish we can presence in high-end mall and shopping areas I wish the jewelry can connect with status and regions I wish we had people as a designer to work with us I wish we could get people to buy our custom made I wish we work for or create DC superhero jewelry I wish to collaborate with a famous fashion designer

POWER DOTS

POWER DOTS Used for selecting most novel and outstanding ideas. Each participant gets 5 power dot (votes). ● ● ● ● ● ● ● ● ● ● ●

I wish we have an online classes I wish we can create celebrities I wish we have more wealthier people in our shop I wish we had a kiosk I wish we can work with savannah wedding I wish we have 50% of social engagement I wish we have more graphic designer I wish we can collaborate with Shinola, Detroit I wish we can collaborate with fashion designer I wish work for or create DC superhero jewelry I wish we can presence in high-end mall and shopping areas

(5) (4) (3) (3) (2) (2) (2) (2) (2) (2) (1)

MERGE

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The next step is where we merge all the top voted ideas during the power dots exercise into several I wishes.

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I wish we have more wealthier people and more high-end shops I wish we have graphic designer and web content and social media manager I wish we have advertising specialties I wish we have collaborate with other brands I wish we can get more impact on revenue more quickly

HOW CAN WE

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How can we attract wealthier people and have high-end store?

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How can we leverage/ increase our resources to manage store effectively?

How can we collaborate and develop strategic relationships that create new business outside our scope?

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Here we shortlisted the idea that appealed to the participants the most and added value to the business.

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HOW CAN WE MAKE THAT REAL? After choosing one idea we then move forward and explore how we can make this idea more real.

Steps we can take to make reach the solution for our idea.

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Sell it to celebrities Have more exposure Blogger/ influencer/ trendsetting to follow Thought leaders Word of mouth Magazines / Press Publications (Industry) Trade shows (JCK, Las Vegas) SEO internet traffic PR Online fashion site Trunk Shows ( inscope) Strategic Partnerships Buy traffic through advertisements Target frequent travellers, high end lobbies Savannah Clubs One on one interaction on website Engage people through visuals

What are the attributes for High end stores ? ● ● ● ●

QUICK EXERCISE Since our offering is to be seated in a high end store we explore the attributes of a high end store.

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Souvenirs for tourists from jewelery Visitors are given a curated experience They are given personalized attention/ treatment Merchandise/ ambience has a connection to Savannah Feel fresh after stepping in Think of associate with the luxury brands The experience of having a personal shopper guide through the store Style guide suggesting merchandise to fit your image Valuable one on one experience provided The amenities provided as a part of the experience Oasis Feel mesmerized You are the centre of attention Gives you a floating feeling The store has to smell good

POSSIBLE IDEA Attracting wealthier people and be in / have high end stores

ADVANTAGES ● ● ● ● ● ● ●

Achieving higher end sales value Increase in referral business Have a higher end brand value Get a reputation as a luxury brand Customers get to experience the feel and touch the merchandise Will allow higher customer retention Will create brand loyalty

CONCERNS ● ● ● ●

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Execution of the idea involves a lot of costs Advertising in magazines is expensive Beware of competitors mimicking the experience Other brands who are into mass production and produce merchandise faster Not being relevant to the changing trends/ time / style

SOLUTION TO THE CONCERNS Solving Concern no. 3 ● ● ●

Constantly innovate to beat the trends Create and foster strong relationships with customers Being seated in a high end store to make a mark in the industry

How would we get free advertising?

Concerns for High End Stores ● ● ● ● ●

Cost Quality Maintaining Customer service Performance levels

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Give samples to celebrities Mid sized influences Billboards Competitions Engagement with social influences

How can we engage with (online) social influences? ● ● ●

Interaction Linking social media outlets(Fb+Ig) Going live(Sharing process)

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What type of environment looks cool?

What is a high end design space?

What does a designer space looks like?

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Products should match with Savannah Provide lifestyle outlook People should use metal pressions’ hashtag while posting on social media Keeping up with time trends Themes Formula for social engagement Trigger engagement conversations High craft jewellery We should be # with other high brands Imaginary experience Intrigue Food, beer auxiliary services Deliver the message through the products Timely posts - beat the trends during that time Weekends most effective time to post on social media Number of posts should be limited

Million Dollar Idea Develop a tool to pick the right kind of trends on social media posts!

This was one of the outcomes process as we looked at one of the possibilities that can be implemented right now and will directly solve our problem to increase traffic on the website.

WRAP UP This section is about strategic execution of actions. We departed after creating a schedule for further work towards achieving effective solution. We had a few follow up suggestions.

FOLLOW UP

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Find brands with liminar thoughts / identity?

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Collaboration with other brands on social media

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Appropriate content

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Relevant / relatable relationships

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Find a social media manager

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Deliver a summary by next week - US :)

The entire experience has taught us a lot as a team and individually as well. It is very important for all the members to contribute actively to maintain the momentum of the session. The process is nonlinear and we have to be prepared to expect the unexpected. The team should always remember that the entire event/ effort is for the client and they run the show.

We were fortunate to have a very energized and involved partner. They both were very receptive, which encouraged us to be active. They had some great ideas of their own and the session was successful as the partner left with a smile wanting more from us.