AMA Conference, Glasgow
By Brian
26 July 2011
We had a very inspiring time at the AMA Conference in Glasgow recently. A consistent thread throughout the conference was user experience - the emphasis on creating real value through experience. This resonates with the view that whilst traditionally marketing was all about the 'last mile', now it needs to be the whole relationship end-to-end. Whether marketers in the arts/ cultural sector are really up for the change of focus is another matter of course but at the conference there was a lot of enthusiasm from grasping the moment not just as a necessity but more as an actual opportunity. More thoughts on AMA Conference and user experience from Ben's blog post.
A brief review of the Conference itself and some of the sessions we attended.
Of the keynote speakers, highlights included:
Gerald D Yoshitomi, Meaning Matters
His take is that there are important (obvious) changing patterns - our relationships with customers are shorter, more customised and increasingly challenging. Additionally whilst the Knowledge of Artistic Work is decreasing the Diversity of Artistic Work is increasing. Nicely plotted to a graph over time a cultural gap is appearing and the challenge ahead is to mitigate the Risk against that Gap. So how to mitigate against it? Jerry's take is that it's Time not Money that motivate people to go less (or more) to events. This is based on pre-recession data but I think it's still relevant. Taking Time as the most valuable currency we (arts/ cultural orgs) need to adjust our time to our customers time patterns. Where this could lead to was interesting to play and hear out - for example double or triple billing productions and letting customers attend half the show etc.
Additionally Jerry asked what are organisations doing in readiness to receive. Key touch points, all of which need to be assessed against readiness to receive and to help mitigate against churn, were:
- The Core Product - it's got to be good
- Social Experience - it's got to be good enough that if there's no Core Product people will still come back
- Access - don't give priority parking to VIPs, give it to New Customers
- Transactional - the orgs doing best are those with the most liveral transfer policies)
Check out the AMA feed for more info: #amadigital
We've also added a few photos of the conference to our Flickr feed:
AMA Conference, Glasgow
We had a very inspiring time at the AMA Conference in Glasgow recently. A consistent thread throughout the conference was user experience - the emphasis on creating real value through experience. This resonates with the view that whilst traditionally marketing was all about the 'last mile', now it needs to be the whole relationship end-to-end. Whether marketers in the arts/ cultural sector are really up for the change of focus is another matter of course but at the conference there was a lot of enthusiasm from grasping the moment not just as a necessity but more as an actual opportunity. More thoughts on AMA Conference and user experience from Ben's blog post.
A brief review of the Conference itself and some of the sessions we attended.
Of the keynote speakers, highlights included:
Gerald D Yoshitomi, Meaning Matters
His take is that there are important (obvious) changing patterns - our relationships with customers are shorter, more customised and increasingly challenging. Additionally whilst the Knowledge of Artistic Work is decreasing the Diversity of Artistic Work is increasing. Nicely plotted to a graph over time a cultural gap is appearing and the challenge ahead is to mitigate the Risk against that Gap. So how to mitigate against it? Jerry's take is that it's Time not Money that motivate people to go less (or more) to events. This is based on pre-recession data but I think it's still relevant. Taking Time as the most valuable currency we (arts/ cultural orgs) need to adjust our time to our customers time patterns. Where this could lead to was interesting to play and hear out - for example double or triple billing productions and letting customers attend half the show etc.
Additionally Jerry asked what are organisations doing in readiness to receive. Key touch points, all of which need to be assessed against readiness to receive and to help mitigate against churn, were:
- The Core Product - it's got to be good
- Social Experience - it's got to be good enough that if there's no Core Product people will still come back
- Access - don't give priority parking to VIPs, give it to New Customers
- Transactional - the orgs doing best are those with the most liveral transfer policies)
Check out the AMA feed for more info: #amadigital
We've also added a few photos of the conference to our Flickr feed:
