Overview • • • • • •
Week One – Customers Week Two – Saliency Week Three – Media Week Four – Partnerships Week Five – Roles and Responsibilities Week Six - Financials
Customers Â
4.
Influencers Friends, Family, Peers, Colleagues, Professional Advisors Decorators Homemakers Interior Designers Architects Financial Art Advisors Fund Managers Media TV Investors Collectors Radio Internet Magazines Newspapers Social media
1. Differing drives: to decorate home, to build a great collec=on, to invest £50,000… 2. Differing tastes / budgets / backgrounds, Bohemian, Classic, Chinese, rus=c, 15th Century… Differing perspec=ves on inves=ng in new tech, eco, poor, health? 3. Level of knowledge Novice, Intermediate Experienced
£££ High levels of disposable income, Focus on owning / being associated with status symbols, Luxury Brands
Bespoke Individual and have wealth for bespoke services Hidden luxury /unusual brands Secret, discreet, unknown places, treasures, pleasures Buyer Types
Mainstream Safe Conserva=ve Likes things that are established or have been ‘proven’
Individuality
Bohemian Crea=ve Likes to be different Counter Culture Dis=nc=ve
Overview • Week One – Customers • • • •
Week Three – Media Week Four – Partnerships Week Five – Roles and Responsibilities Week Six - Financials
What is Saliency? • It’s – what makes you stand out from the crowd – what is different about what you offer? – how clearly do you explain what you do – how ‘what you do’ enters a person’s consciousness and gets stored in their mind so that when they are in decision making process you come to mind…
What Problem Do You Solve? Â
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State The Problem Potentially… – Why is my life worse if I don’t buy antiques and art? – What does the lack of antiques and art in my life say about me? – What am I missing out on?
Customer Research - Scenarios • Homemakers – New situation • • • • • • •
New home Extension Family changing circumstances Downshifting Empty nesting Inheritance Personal treat / lifelong ambition
– Boredom • Change my life, change my home
– Problem spaces • Design tricks, mirrors, rugs etc
Customer Research - Scenarios • Investors – Come into money that they want to invest – Bored with current portfolio – Looking to diversify / spread risk – Decided to invest in something that interests them / clients
Customer Research - Scenarios • Collectors – Continually anxious to improve collection – Obsessive – New area of interest – Changing type of collection
Overview • Week One – Customers • Week Two – Saliency
• Week Three – Media • Week Four – Partnerships • Week Five – Roles and Responsibilities • Week Six - Financials
Traditional Media
Content
Print TV Radio Outdoor b2b / b2c
News Entertainment Advertising Stories Special Interest
New Media
 Content
Online Mobile Digital Content b2b / b2c
Social Media Blogging Microblogging Networks Comments
Personalised
 Content Conversation Dialogue
Increased choice Involvement & freedom of expression
Media Plan • • • • • •
Who is your audience? What do you want to tell them? What do they need to know? How do you express it best? ‘Show not tell’ What is your style and tone of voice? – ‘The media is the message’
Designing a Combination Approach • Building reputa=on • Increasing saliency • Increasing word of mouth • Increasing opportuni=es to sell
Website
Direct Marke=ng NewsleTers Blog TwiTer Networks Fairs Lectures Press Ar=cles
A Combination Approach in Action • Penny Jackson • TM Lewin • Euan Semple’s Blog • The Telegraph • You Tube • Twitter Outcome – Fun, engaging and successful at creating ‘saliency’, meaning, and sales.
Supporting a Strategic Approach Â
Spring
Summer
Feb Mar Apr
May June July
Autumn
Aug Sep Oct
5 month lead time for magazines Lapada Fair
Winter
Nov Dec Jan
Activities & Skills • What have you got? What can you barter? • What can you share? What can you buy in? – Planning & Management – Writing • •
Articles Copy
– Technology • •
Email service Blog service
– Design • •
Image Materials
– Website – Learning Needs / Learning Opportunities • • •
Blogging Copywriting Technology
– Databases & Contacts • • • •
Customers Magazines Newspapers Interior Designers / Professional advisors
Footnote Trends & Attitudes • It is important to keep note of new emerging trends in order to understand what to tap into…otherwise you will just build a business that is still stuck in the past – – – – –
Collaborative Consumption Rurbanisation Heston Blumenthal The King’s Speech Mass Intelligence – rise of interest in galleries, museums
STOP fighting with the way things are STOP justifying why you are right and others are wrong You’ll MISS opportunities
Weekly Work?
Overview • Week One – Customers • Week Two – Saliency • Week Three – Media
• Week Four – Partnerships • Week Five – Roles and Responsibilities • Week Six - Financials
What Are Partnerships For? • Practical – Mutual benefits – Sharing resources – Learning expertise – Maximising opportunities
• Creative – Exciting – Innovation
Everyone Wins  Customer
New services and products
New services and products and customers. Reduced costs. Market interest
New services and products and customers. Reduced costs. Market interest.
A
B
Partnerships in Action • What are the benefits to all parties? – Fiat want the car to be seen as hip and youthful – Fiat want to sell cars to hip and youthful people – Faithless want to get exposure for records – Faithless want to sell more records
• Fiat gets access to Faithless type people • Faithless gets ad budget to increase awareness
Partnerships in Action • What are the benefits to all parties? – Nina Campbell wants to sell more interior designs and get exposure – Ted Baker wants to do interesting and different things, perhaps go upmarket a little – Both get more exposure and look trendy and active
Partnerships in Action • What are the benefits to all parties? – Osborn & Little wants to sell more fabrics and wallpapers and get exposure – Osborn & Little distribute furniture and other designers’ fabrics
Your Partnerships? •
Customers? –
Who has customers that you’d like to share? • • • • •
–
•
Interior designers Hotels Clubs and associations Restaurants Banks
Who would like to share your customers?
Creative Partnerships –
Who could you creatively collaborate with to do new things? • • • • • • •
–
Fabrics Wallpaper Booksellers Restaurateurs Museums Institutions Combination ideas – the good gym
What can you offer? • • •
Knowledge Stories Furniture
Obstacles? • Imagination – Can’t think of anything that would work – Won’t think beyond practical difficulties
• Courage – I’ll fall flat on my face
• Network – I don’t know anyone who would be interested in partnering
• Budget – It’ll cost too much
New Customer Opportunities
Weekly Work?
• Overcoming the obstacles • Ideas for new partnerships
Overview • • • •
Week One – Customers Week Two – Saliency Week Three – Media Week Four – Partnerships
• Week Five – Roles & Responsibilities • Week Six - Financials
Roles • • • • • • • • •
Owner Buyer Financier Shop Assistant Book keeper Sales person Merchandiser Cleaner Marketer
Responsibilities •
Owner –
•
Buyer –
•
To display objects in such a way as to make them desirable to customers
Cleaner –
•
To sell objects
Merchandiser –
•
To keep track of the expenditure in an organised fashion
Sales person –
•
To serve customers and to find the objects they require
Book keeper –
•
To keep the business afloat and keep track of the financial expenses
Shop Assistant –
•
To buy objects that have a sales value greater than price paid
Financier –
•
To make a profit that values the investment
To keep the environment clean
Marketer –
To keep the business and its objects in front of the right people at the right time within budget
The Leader’s Role & Responsibilities • Geek Squad • Warc
Expand • • • • • • • • • • •
Owner – to create an organisation that ensures the continued guardianship of precious items through the ages Buyer – to have an outstanding knowledge where to go to find the pieces and the price that is appropriate, to have honed buying skills Financier – to have up to the moment financial information at your fingertips to make the right decisions and have confidence Shop Assistant – to understand intimately how customers feel and want to be treated and how to create and craft the right conditions to prompt a sale Book keeper – to have everything up to date and be able to show how and where to make the most brilliant efficiencies Expert – to share your understanding of the art of antiques with the widest possible audience Collector – to create a wealth of objects that have a value both financial and intrinsic Sales person – to create the atmosphere that every ‘guest’ who enters feels refreshed and alivened by the experience Merchandiser – to create backdrops and settings that do perfect justice to the unique objects on display Cleaner – to keep the environment spotless so that the objects can shine out and enchant visitors Marketer – to create imaginative and dazzling campaigns that capture the audience’s imagination
Your Reach
Your staff Your locality
The world
you
Reach • Staff – To attract and support the next generation of art and antiques dealers
• Locality – To create the first centre for antiques understanding in your locality
• World – To produce the first ebook on the art of the collector and great collectors of our time
Expanded Roles In Action Nike Tiffany & Co
Overview • • • •
Week One – Customers Week Two – Saliency Week Three – Media Week Four – Partnerships
• Week Five – Roles & Responsibilities • Week Six - Financials
Overview • • • •
Week One – Customers Week Two – Saliency Week Three – Media Week Four – Partnerships
• Week Five – Roles & Responsibilities • Week Six -
Financials
The Role of Money  Money
Reward for skills & talent
Power in the world
Financially Successful People • Simon Cowell - Entertainment • Bill Gates – Technology • David Beckham - Sportsman
Financially Successful Businesses • Apple – technology • Exxon – Oil • Toyota - Cars
Successful Lifestyles • Positive – Increasing levels of enjoyment – Freedom to do whatever you choose – Sense of security of the future
• Negative – Increased responsibilities – Worry about status – Protecting assets
Successful Lifestyles • Old Money vs New Money • Disciplined and restrained vs ostentatious • Clean, well turned out, on top of game, sharp, challenging, active