Dan Hill- Sensory Logic 9:30 AM.
Dan Hill
Emotional Decision Making "I think the big lie in business is that it's all rational. No, we really go on gut instinct."
Download and Listen
Would you like to know how your customer really feels? You can with facial coding. At the fall conference Dan Hill will shows us how it's done. In this podcast Dan shares with us one of the easiest ways facial coding research can help the effectiveness of your marketing and the pitfalls of getting it wrong.Dan speaks at 9:30 A.M. on November 3, 2005 at the MN-AMA Fall Conference.
By michael@timescape.us.Click here to stream podcast if you can't download it.
Bernd Schmitt - Author of Experiential Marketing 8:00 AM.
Bernd Schmitt
Managing The Customer Experience "You need to pay attention to all the little details."
Download and Listen
Is your product a lot like your competitors? How can you differentiate if the features and quality are pretty much the same? Bernd Schmitt says as product differences become smaller, the big differentiator is the customer experience. Bernd is one of the leading experts in experiential marketing. He will tell you how to get customers to sense, feel, think and relate to a brand.Be sure to get to the MN-AMA Fall Conference on time! Bernd is our morning keynote speaker at 8:00 AM on November 3, 2005.
By michael@timescape.us.Bud Hanson-Measurement-1:45 PM.
Bud Hanson
Measuring Marketing Results "It's a little bit like nailing Jello to the wall."
Download and Listen
What do you do when your boss asks "what did we get for our marketing dollars"? If you follow Bud Hanson's advice, you'll have a good answer. Bud says measuring results is tough because the mediums are changing faster than the ways to measure them. But you can be successful if you plan ahead. Bud shows us how.Bud speaks at 1:45 P.M. on November 3, 2005 at the MN-AMA Fall Conference.
By michael@timescape.us.Casey Carlson-Shape and Emotion - 9:30 AM.
Casey Carlson
Design and Emotion "We play with your mind."
Download and Listen
How can a rock help you sell? Casey Carlson is an expert on how what we see makes us feel. He's an expert in industrial design at 3M with more than 30 years of experience. He'll tell you how the form and feel of a smooth lake-side rock is enticing consumers to pick up one of 3M's products. Come listen to Casey and you'll never look at a Corvette the same way again!Casey speaks at 9:30 A.M. on November 3, 2005 at the MN-AMA Fall Conference.
By michael@timescape.us.Dina Fassino-Why WOW Works-1:45 PM.
Dina Fassino
Why WOW Works "It doesn't feel like a hospital. It doesn't look like a hospital. It doesn't smell like a hospital"
Download and Listen
A hospital is not usually the first thing you think of when you say the words "inviting" and "resort-like". But those are words people use to describe the Woodwinds Health Campus. This unique health care concept gets high satisfaction ratings from patients and staff... and it's financially successful. How did Woodwinds hit the bullseye? Dina Fassino tells us how they built "the Woodwinds Experience" from the ground up.Dina speaks at 1:45 P.M. on November 3, 2005 at the MN-AMA Fall Conference.
By michael@timescape.us.Eric Block-Experiential Branding-1:45 PM.
Experiential Branding "It's not just about selling a product to me once...the storytelling needs to go on."
Why would you create a store where you can't buy anything? Eric Block takes us behind the scenes of a huge experiential marketing project China that he helped design. He'll show us how to make a master visual blueprint that works for huge and small projects alike.
Eric speaks at 1:45 P.M. on November 3, 2005 at the MN-AMA Fall Conference.
By michael@timescape.us.Linda Hall Whitman-The MinuteClinic Story-3:00 PM.
Linda Hall Whitman
Reinventing Healthcare "The satisfaction with MinuteClinic has consistently been 99%"
Download and Listen
Patient satisfaction for health care is generally about 78%. So how has does MinuteClinic end up with a patient satisfaction rating of 99.9%? MinuteClinic Founder and COO Linda Hall Whitman tells us it's because of a carefully designed customer experience -- not just for the end user, but for the retail stores such as Target, Cub and CVS that host MinuteClinic, the employees, and the insurance companies. Linda tells us how MinuteClinic got "buy in" from these very different groups.Linda speaks at 3:00 P.M. on November 3, 2005 at the MN-AMA Fall Conference.
By michael@timescape.us.Suzanne Pecore-Sensory Specialists-3:00 PM.
Suzanne Picore
Using The Senses In Experiential Design "We act as a translator between what the consumer is desperately trying to tell us and what the developer has to do back in the lab"
Download and Listen
So your product is a cookie, and you want it to smell like mom's kitchen. ""Well, which mom, what does her kitchen smell like and how strong should the smell be?" says Suzanne Pecore of General Mills. Suzanne works with sensory specialists -- people who can accurately describe the nuances of how something tastes, smells, feels, sounds and looks. She tells us why you can't just take what the consumer tells you about your product at face value and why sometimes you need a "translator".Suzanne speaks at 1:45 P.M. on November 3, 2005 at the MN-AMA Fall Conference.
By michael@timescape.us.Lou Carbone-Experience As A Value Proposition-11:00 AM.
Lou Carbone "Creating more value for customers is where the rubber really meets the road"
Experience As A Value Proposition Download and Listen
It’s hard to talk about experiential marketing and not talk about Lou Carbone. Lou is the author of Clued In - How to Keep Customers Coming Back Again and Again. He is widely recognized as the thought leader who launched the "experience" movement. Lou has a great story about how experiential marketing is helping redirect a company that was seeing its main source of business dry up.Lou speaks at 11 A.M. on November 3, 2005 at the MN-AMA Fall Conference.
By michael@timescape.us.Dan Titcomb-Ethnographics-11:00 AM.
Dan Titcomb "The product that you're designing is really the most powerful experiential marketing tool that you have"
Immersing Yourself In Your Customer's World Download and Listen
Dan Titcomb of Pulse Innovation borrows the tools of anthropology to do marketing work. He gets inside the customer's head using ethnographic research -- total immersion in the customer's world. Dan tells us how that can lead to great products and great customer experiences.Dan speaks at 11 A.M. on November 3, 2005 at the MN-AMA Fall Conference.
By michael@timescape.us.Kathy Halbreich-The Walker Art Center Story-12:30 PM.
Kathy Halbreich "Putting the visitor at the center of the experience and working out to the bricks and mortar"
Experience Art Download and Listen
The Walker Art Center has been redesigned. It’s not just a facelift, but a brand new Walker. It’s been designed to put the visitor at the center of the experience… and with the goal of making the arts more accessible and approachable. Walker Arts Center Director Kathy Halbreich tells us what went into the redesign and how people are reacting to it. And in the spirit of making art more accessible, our next podcast will be a virtual walking tour of the Walker with Kathy Halbreich.Kathy speaks at 12:30 P.M. on November 3, 2005 at the MN-AMA Fall Conference.
By michael@timescape.us.Walking Tour Of Walker Art Center.
Walking Tour of Walker Arts Center In a special BONUS podcast, Walker Art Center Director Kathy Halbreich gives you a personal tour.
A Walking Tour of the Walker Arts Center Download and Listen
Kathy Halbriech knows the new Walker Arts Center inside and out. As Director, she had a large influence on how it was built. Listen in as she tells you about details you might ordinarily miss, explains why things were done, and gives you a perspective you won't find anywhere else.Kathy speaks at 12:30 P.M. on November 3, 2005 at the MN-AMA Fall Conference.
By michael@timescape.us.Linda Hall Whitman-The Minute Clinic Story:Reinventing Healthcare.
Reinventing Healthcare "The satisfaction with MinuteClinic has consistently been 99%"
Download and Listen
Patient satisfaction for health care is generally about 78%. So how has does MinuteClinic end up with a patient satisfaction rating of 99.9%? MinuteClinic Founder and COO Linda Hall Whitman tells us it's because of a carefully designed customer experience -- not just for the end user, but for the retail stores such as Target, Cub and CVS that host MinuteClinic, the employees, and the insurance companies. Linda tells us how MinuteClinic got "buy in" from these very different groups.
Kathy Halbreich-The Walker Art Center Story: Experience Art.
"Putting the visitor at the center of the experience and working out to the bricks and mortar"
Experience Art Download and Listen
By michael@timescape.us.
Kathy Halbreich- Director of Walker Art Center.  Hear about the experience that culminated in the recently completed 125,000 square foot Walker Art Center expansion. The journey included "experience planning" with leaders from education, design, and human behavior --all working toward the goal of accessible and approachable visual, performing and media arts.  By creating a sensuous environment that sheltered the social, intellectual and artistic needs of a divirse audience, the Walker aspired to achieve audience engagement.Bernd Schmitt-Managing the Customer Experience to Build Customer Loyalty.
Managing The Customer Experience "You need to pay attention to all the little details."
Download and ListenA brand is just an empty promise without a customer experience. Bernd Schmitt introduces the five-step Customer Experience Management (CEM) framework, a comprehensive tool for managing the customer experience and connecting customers to a brand at every touch-point. He presents cases of successful CEM in a wide variety of consumer products, services and B2B industries. Most important, he examines organizational resources needed for managing customer experiences.
By michael@timescape.us.Dina Fassino-Why WOW Works-Turning the Tables on Tradition.
Why WOW Works "It doesn't feel like a hospital. It doesn't look like a hospital. It doesn't smell like a hospital"
Inspired by a rare opportunity to go where no other hospital in the Midwwest had gone, Woodwinds Health Campus in Woodbury dared to challenge healthcare tradition and create a fundamentally unique hospital experience. The awared winning, state-of-the-art facility and leading edge technology alone have attracted attention from around the globe. The Woodwinds story is also about the power of convictions, passion and courage-- astory that will change the way you think about healthcare. Dina helped to launch the campus and introduce "the Woodwinds experience" to local and global audiences alike. She manages the Woodwinds' unique brand image and directs all advertising, promotion and communication. Dina has nearly 20 years of experience in journalism, marketing and customer service.
By michael@timescape.us.Lou Carbone/ Chuck Feltz -Experience as a Value Proposition at Deluxe.
"Creating more value for customers is where the rubber really meets the road"
Experience As A Value Proposition Discover how Deluxe Corporation changed its business model for personilized checks given the huge decline in written checks and the industry's increasing evolution and erosion due to new technologies. The key was using a specific methodology for designing the "ideal" customer experience. Lou Carbone is widely recognized as the thought leader who launched the "experience" movement.  He is the author of Clued In- How to Keep Customers Coming Back Again and Again. Chuck Feltz is senior vice president of sales and marketing for Deluxe's paper payment systems.
By michael@timescape.us.Dan Hill/Ann Ness- Liars Beware: Gauging True Emotional Buy-in.
Emotional Decision Making "I think the big lie in business is that it's all rational. No, we really go on gut instinct."
What does the customer really think? Read their face. Dan Hill of Sensory Logic and Ann Ness of Cargill tell how Sensory Logic helped Cargill sharpen its TV advertising as part of its brand repositioning strategy. Breakthroughs in brain science show that even in B2B situations, people are primarily emotional decision makers. Lear more about how to connect on this crucial, differentiating level.
By michael@timescape.us.Suzanne Pecore-So You Want the Cookie to Smell Like Mom's Kitchen.
Using The Senses In Experiential Design "We act as a translator between what the consumer is desperately trying to tell us and what the developer has to do back in the lab"
Download and Listen
By michael@timescape.us.
So your product is a cookie, and you want it to smell like mom's kitchen. ""Well, which mom, what does her kitchen smell like and how strong should the smell be?" says Suzanne Pecore of General Mills. Suzanne works with sensory specialists -- people who can accurately describe the nuances of how something tastes, smells, feels, sounds and looks. She tells us why you can't just take what the consumer tells you about your product at face value and why sometimes you need a "translator".Dan Titcomb-Tools to Help You See: An Ethnographic Case Study.
"The product that you're designing is really the most powerful experiential marketing tool that you have"
Immersing Yourself In Your Customer's World Download and Listen
Dan Titcomb President of Pulse Innovation borrows the tools of anthropology to do marketing work. He gets inside the customer's head using ethnographic research -- total immersion in the customer's world. Dan tells us how that can lead to great products and great customer experiences.By michael@timescape.us.
Casey Carlson-Seeing The World: Experiential Design in New Product Development.
Design and Emotion "We play with your mind."
Download and Listen
By michael@timescape.us.
Today's products seem devoid of the emotional component of human achievement. Could it be in part because we are taught to read and write but no one teaches us how to see? Take a light-harted look at the connection between the heart and the mind. Open up possibilities of looking differently at the designs you choose to purchase or participate in shaping. Casey Carlson's experience spans more than 30 years of product development and contributions to many new products inside and ouside of 3M. He's taught industrial design, practiced it with two internationally known industrial design studios and holds more than 50 patents.Eric Block - Designing a Brand Experience.
Download and Listen
Eric Block
Designing a
Brand Experience
Design has never been more critical as a tool for marketers to differentiate their brands and create positive impressions with consumers. Go behind the scenes of several case histories including the Islands of The Bahamas, Starbucks Doubleshsot, and Sony Gallery in Shanghai to see how design can be used to create a unique brand experience. Eric Block enjoyed 17 years with Fallon Worldwide and today heads up Duffy & Partners' operations and business development. He is also senior strategist for branding initiatives for clients such as Coca-Cola, Lawson Software, Kerzner Resorts International, Aveda, the Susan G. Komen Breast Cancer Foundation, The Thymes, and Jim Beam.
By michael@timescape.us.Peter Skarzynski- New Rules of Marketing Innovation-Playing to Win.
Download and Listen
Peter Skarzynski
New Rules of Marketing Innovation
The go-to-market landscape is undergoing significant transformations, with SMOs and business leaders witnessing the emergence of a new set of marketing-innovation rules. These rules influence how we conceive and develop products, and how we bring them to market; redefine how we advertise and promote our established brands, and how we measure and evaluate the effectiveness of marketing programs. Our expert guide through this changing terrain is Peter Skarzynski, founder and CEO of Strategos with than 20 years of consulting experience.Mark Murray-Creating a Branded Customer Experience -Successfully moving from concept to action.
Download and Listen
Mark Murray
Creating a Branded Customer Experience
Many good ideas never make it beyond the concept stage. Processes are crucial to successfully making that leap from concept to action. Mark Murray of Retail Experience Design tells us how to successfully move from concept to action when creating a branded customer experience.Bud Hanson - Now Just What Exactly Did We Get Out Of This Event?.
Download and Listen
Bud Hanson
Measuring Marketing Effectiveness
Be ready when your boss asks "Now what did we get for that?" Bud Hanson has been on the brand side questioning the spending as well as the agency side justifying the event. He explains how to help create experiences that are metric friendly and provide more than just numbers of impressions and samples delivered. Bud spent 15 years at Nestle Purina, most recently creating a group within Purina dedicated to experiential marketing. In 2004, Bud formed Fish-On Marketing.Peter Office-The Cigar Experience Comes To You- Macanudo American Passion Tour.
Download and Listen
Peter Office
Successful Mobile Marketing
Find out how a successful retail-based mobile marketing program can be economical, reinforce premium positioning, and effect sales. Cigar maker Macanudo's American Passion Tour, a 45-foot cigar lounge on wheels, has visited top retail accounts during the past five years. The opportunity for smokers to sample new products in an environment modeled after Manhattan's ritzy Club Macanudo has produced smokin' results. Peter has been creating and producing interactive marketing events for more than 20 years.Chris Hiland-Why Experiences Elicit Different Customer Responses and What To Do About It..
Download and Listen
Chris Hiland
Same Event
Different Reactions
For the past two years, Jack Morton Worldwide's annual Experiential Marketing Survey has revealed consumers' preferences for learning about brands and making purchase decisions. Listen and learn what Jack Morton Worldwide learned using this proprietary research. You'll deiscover how experiences trigger different emotions and behaviors, why different groups react differently to the same event, and how you can effectively position events in your brand's marketing mix. Speaker Chris Hiland is Managing Director of Jack Morton Worldwide's Chicago operation .Patrick Hanlon-Primal Branding. New Book
Patrick Hanlon
Primal Branding
"A brand is a belief system"
Download and Listen
It's easy to understand why Coca Cola has become a brand after decades of advertising, but how did Starbucks become a brand in a fraction of that time with virtually no advertising? There are some traditional answers -- they have a great product, they have a great experience, or they have great people behind the counter. But other companies have that and haven't become believable brands. In his new book Patrick Hanlon digs into the seven key factors that makes a brand believable.
By michael@timescape.us.
Robyn Waters- How to Make Something Old "Brand" New- Trends and counter-trends. Robyn is our 8AM keynote at our Nov. 9th conference.. Robyn Waters- Trends and counter-trends.
For every trend today there is (or soon will be) a countertrend at the opposite end of the spectrum. Are cars getting bigger and more âin you faceâ or cuter and smaller? Both! Just look at the enormous success of the Hummer and the Mini, two of the hottest vehicles on the road. Trends aren't just about what's next anymore. They're about what's important to today's consumers, who no longer march in lockstep.
Join Robyn Waters as she explores the many contradictions of the new trend landscape. How can a commodity become a luxury? How do you customize a product for the masses? How can you make something old âbrandâ new? What is extreme relaxation all about? And, can you do good AND make money in today's business environment? F. Scott Fitzgerald once said that the test of a first class mind was the ability to hold two opposing ideas in the head at the same time and still be able to function. This presentation will help you embrace that concept in a practical manner that makes sense for business today. By michael@timescape.us.Monica Nassif-Cleaning Chic: Making the Mundane Marvelous Founder and President-The Caldrea Company. Monica is has a 9:15 AM break out session at our Nov. 9th conference.. Who said that household cleaning products had to be tired, toxic and terribly packaged? Why can't they be just as lovely - with hardworking performance - as your favorite shampoo or skin care line? That's what Monica Nassif pondered as she pioneered a revolutionary new concept in household cleaning.
Drawing from her own experiences, Monica will offer insights about how to reinvent a category, starting with asking the right questions, thinking creatively and the importance of flawless execution.
Monica developed The Caldrea Company after serving for more than 18 years as a brand-builder for leading retail and consumer product companies. A proven entrepreneur, she co-founded a marketing design firm, Kilter Incorporated, in 1991 and grew it to one of the largest in the Upper Midwest. She started her marketing career with Target Corporation, a leading United States retailer.
Monica's area of expertise includes strategic planning, corporate and product brand-building, and general marketing leadership. In addition to serving large blue-chip clients such as Walt Disney, 3M, IBM, Ecolab and Super Valu, Nassif has helped several start-ups achieve rapid growth.
In 2002, she was nominated for Ernst & Young's Entrepreneur of the Year and became a regional winner in the consumer products division in 2004. She was also named â30 to Watchâ Business People by Twin Cities Business Monthly. Monica serves as a member of the University of Minnesota's Carlson School of Business undergraduate advisory board. By michael@timescape.us.Art Fry-Ideas That Stick: 3M Post-it® Notes and Other Innovations. The famous 3M Inventor and Semi-Retired Engineer is our lunch time keynote speaker on Nov. 9th.. The Post-it® Note is one of the best known of all 3M products. It is used by loyal customers all over the world, many of whom declare that they can't imagine how they ever got along before Post-it® Notes were invented. It's equally difficult to imagine a time when 3M was struggling to find a use for the repositionable adhesive that makes Post-it® Notes so versatile. But that was precisely the case back in the early 1970s, before a team of tenacious innovators at 3M created the product that permanently changed the way we communicate.
In a classic case of innovative serendipity, 3M research scientist Dr. Spence Silver found something quite remarkably different from what he was originally looking for. But it wasn't until Art Fry, a new product development researcher, discovered the ultimate product niche for this innovation. Hear how Art's intense curiosity and penchant for practical solutions helped lead him to the Post-it® Note concept, the skeptics he faced within 3M, and the market research involved.
In 1981, one year after its introduction, Post-it Notes were named the company's Outstanding New Product. Fry was named a 3M corporate scientist in 1986. Now semi-retired, Fry looks back on the many innovative products-such as the Post-it® Pop-up Note Dispenser and the Post-it® Flag-that have followed upon the original Post-it® Note.
Art holds 3Mâ²s top technical title, corporate scientist. He has a unique perspective born of almost 40 years of experience developing new products for the 3M Company. A Midwesterner with both rural and urban roots, Art began working for 3M part-time in 1953, while still a University of Minnesota Chemical Engineering student. His career was devoted almost entirely to new product development ââ using the stream of leading-edge materials and technologies generated by 3M research, to create products to solve real customer problems, and to help build businesses around them.
Art has made several contributions to 3Mâ² new product world, but the most significant was the invention of the Post-it® Note. The invention of the Post-it® Note, introduced in the United States in 1980 and in Europe in 1981, earned a number of 3M internal honors. Art received the highest form of peer recognition by being elected to 3Mâ²s Carlton Society. He was also on the team for two Golden Step Awards and was elected to 3M's Circle of Technical Excellence. Post-it® Notes and Microreplication Technologies were cited when 3M received the National Medal of Technology in 1996.
Art has also received the Outstanding Alumni Award from the University of Minnesota, the Premio Smau Industrial Design Award from the Italian Office Design Association and was recently voted by Esquire Magazine as one of the best 100 people in the world.
Semi-retired, Art still keeps his hand in technology, networking and mentoring. He's become a spokesman both inside and outside of 3M on innovation and the company's unique culture By michael@timescape.us.
Refresh.