InVerge 2007 – after lunch

Posted • September 6, 2007 • Comments Off

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InVerge 2007: the interactive convergence conference – Well I’m back from the lunch break.

Steve is back on stage and is giving 52 LTD kudos. Steve is now introducing Chris Van Dyke.

Chris
Chris Van Dyke
President & CEO
Nau

Open for Business Unusual

Chris is telling a story about zipping the table cloth into his pants as he was sitting at a table.

Chris is introducing his company Nau. In business for 5 months.

The rapidly changing dialog environment
The rapidly evolving media environment
The major value shift in the way people are living their lives
The growth of ecommerce

Nau (pronounced now) has no middle man, they sell direct to the customer. They take the dilution of their brand away from the equation. They broke from tradition in the outdoor clothing market. Athletes, artists, and activists are the target consumers.

They combine the web and the storefront to create what they call a web-front. They have kiosks in the store and offer a 10% discount and free shipping, on the west coast, if you allow them to ship you purchases from their warehouse. Nau doesn’t have to stock as much inventory in their web-fronts as the conventional brick and mortar store does.

If you are authentic and show your soul before you even try to sell a product you will be surprised at the results. At least Nau was.

“Work from your heart and you will be rewarded.” (me)

be here nau. (nau was a traditional word of welcome in the pacific islands)

Great presentation and great company NAU.

Steve is back on stage. He is making Dick Van Dyke jokes. Steve just introduced Ken Gregory.

Ken Gregory is telling us about himself and is now introducing Ken Papagan.

Ken
Ken Papagan
President & Chief Strategy Officer
Rentrak Corporation

Invergence: Too many Touchpoints…too little Measurement. What has to change?

Ken says he will try not to do any company bragging. Rentrack does not deal with user generated content.

Pies and Fish!
Pie is a Metaphor for digital products
Fish is a Metaphor for the consumer behavior in the digital sea

Ken is showing us pie charts of various topics from videos to brands.

Content and distribution platforms.
We only have so much time to use media entertainment.
The consumer pays the most for the smallest piece of pie.
If the consumer no longer pays the advertiser is responsible for the consumers piece of pie.

The original media business was considered passive.

Where are all the fish?
The consumer is in control. We are no longer looking for the right channels the consumers are the channels.

The Active Media Model now replaces the old tired passive model.

To find the fish you have to use a fish finder. Technology baby!

What changes have to be made?

We have to convert to a census based model.
Research methodologies have to be updated.

Socialization as media / Brand as content

Steve is back on stage. He is introducing the break and announcing a change in the schedule.

Steve was given the first t-shirt with InVerge on it and is now back on stage. Steve is introducing Adam Richardson.

Adam
Adam Richardson
Strategy Director
frog design

The System is the Product: The emerging need to manage complex systems

Adam is showing us a Nascar slide showing a bunch of icons for the companies frog design has worked for.

Adam is using Eastman (from Eastman Kodak) to make a point. Systems become more complex. Adam is now explaining the typical car system in comparison to the mini system. He just used the word cheeky. (he he he!)

The elements of a convergent system

products
communications
places
people

Adam is telling a Polish Steam Train story. There no fans of train schedules like there are for the trains.

Adam seems to be using the Perception Analyzer just because it is there not as a great tool it is like some of the other presenters have.

Corporate peripheral vision.
Example: Bill Bradley had and extra 12 degrees of peripheral vision.
Improving our peripheral vision.

Adam sure uses a lot of ahs and uhms.

The problem of competition.
When a market emerges and matures over time. The older a product gets the user expects the product to work better. Closing the User Experience Gap. Once you reach the crossover point the value of the profits drop off.

How big is the gap?
How long will it take to reach it?
How long will you have after it is reached will you before the profit drop?

Steve is back on stage and announcing the up coming panel stage modifications.

Steve just introduced Stephanie.

Stephanie Otto
CEO / Principal
Brainstorm Communications, Inc.

Interactive Television Advertising Panel led by Stephanie Otto, CEO, Brainstorm Communications, Inc., featuring:

Slate Olson, Senior Brand Connections Manager, Nike
Marcelino Alvarez, Senior Interactive Producer, Wieden+Kennedy
Aimee Viles, Director of Creative Services, Ensequence

The State of Interactive Television Advertising, including a case study of the revolutionary Nike ZOOM footwear campaign on DISH Network.

Stephaine is introducing the panel and asking questions to dial in the panel discussion.

Aimee is now giving us an explanation of the new Nike Zoom campaign “QUICK is DEADLY“. The commercial is playing on the screen and she is giving us a blow by blow of how it works on the user level.

The athlete video was shot with the highest grade military camera (very expensive $$$) allowing incredible slow motion detail.

Preliminary results show the average viewer entering the Zoom area is spending 2 to 5 minutes in the application. Many are either returning or telling their friends, creating visits generated without the invite from another media.

There is even a remote quick tester game for you to play and get rated on.

The shoe commercial and the store locater.

They are now discussing the creative process used to develop the QUICK is DEADLY campaign.

9 months from conception to delivery. This sounds vaguely familiar…

All and all a fantastic event.
I can’t wait until tomorrow.

See you then,
gary pool

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