Experience Manifesto

Disney Stores: New look to be unveiled in Montebello - latimes.com

The LA Times has an article (thanks to @joepine for the tip!) about the newly redesigned Disney store that just opened in California. Disney retail stores have always faced a very interesting challenge in my opinion. You see, most people by a t-shirt or hat or whatever as an artifact of their visit to a Disney theme park. Remember, that I worked in 2 of WDW's largest stores and have a pretty good, first-hand experience of this need to bring something home to commemorate the Disney visit.

So, I think they had a challenge when these stores first opened in that they didn't commemorate anything other then the fact that you went shopping. Several years ago, I went online to buy an Olympic hat and I don't like to wear it as much because people always asked if I had gone to the Olympics and then I have to say no and I feel it creates a negative experience.

And I think the Disney stores had a similar challenge. Since your purchase at the stores doesn't relate to an actual Disney experience, it needs to stand for something other then just a retail experience. Maybe adding levels of experience will help it do that. They should also be rethinking the merchandise at the store and maybe using that as a point of differentiation.

Another thing that retail has always battled is the desire to create a more rich experience vs. getting people in & out. I can't tell you how many projects I've had turned down over the years because it would create too much "lingering." Retailers didn't really want to have people in their stores unless they were actually purchasing. Doing different activities weren't of interest to them.

So now maybe retailers are starting to learn about the importance of creating a reason to visit the physical space. And Disney, which creates such magical experiences everywhere else, had a pretty lame retail experience going on.

I don't know what else they're planning on doing, but they should be hosting birthday parties and special events just for kids. They should be doing real screenings of Disney classics. They should let kids create something, like Build-A-Bear does. And the employees should always be playing with things, just like I've seen them do at Hamley's in London. And they should be thinking about ways to connect the in-store experience with an at-home experience. And, it should be a social experience, a third place for kids to gather and explore together. I came up with some ideas for Mattel a few years back that would be great for their new stores if anyone wants to call me.

Whatever they do, it should be a destination for kids, not just another store.

Walt Disney Co. plans to unveil a new look for its Disney Stores on Tuesday in Montebello, and this time, instead of pixie dust, the company is relying on a heavy sprinkling of interactive technology.

"We felt that we needed to reinvent Disney retail and create an environment that really gave children the best 30 minutes of their day," said Jim Fielding, president of Disney Stores Worldwide.

That half hour, to be rolled out to Disney Stores worldwide, features a castle with a "magic" mirror in which a princess appears to tell a story whenever a child stands in front of it wearing a crown or holding a wand.

Customers can also use a touch screen to play music videos, movie trailers and other film shorts on a 12-foot screen in a gazebo-like theater enclosure.

Disney could use some retail magic. Analysts said the company needed to energize its chain, which it introduced in 1987 and sold to Children's Place Retail Stores Inc. in 2004 in what was viewed as a face-saving move. Like Warner Bros., Disney had opened too many mall stores and failed to change them often enough to preserve novelty, analysts said.

Disney bought back about 220 of its North American stores in March 2008, leaving more than 100 to close.

This year, the company plans to refurbish more than 20 of its stores in the United States and Europe, with the rest following in the next five to seven years. Other redesigned stores opening this year in the U.S. are in San Diego, Chicago, Dallas and Freehold, N.J.

Howard Davidowitz, chairman of Davidowitz & Associates Inc., a retail consulting firm, said the interactive elements are a lure to increase the time families spend in the store — and hopefully, the amount of money they spend too.

"If you speak to any retailer, they'll tell you there is a direct relationship between sales and how long a customer stays in the store," Davidowitz said.

Although he lauded Disney for its "bold new store design," it remains to be seen whether the company can change the merchandise frequently enough to keep families coming back.

Fielding said the stores will introduce new products weekly. The vast majority of the items will be unique to Disney Stores, he said. Exceptions include music CDs and Disney movie and television DVDs

Disney Stores: New look to be unveiled in Montebello - latimes.com.

Should The Ad Biz Adopt Hollywood's Ways?

No, I'm not talking about Hollywood's accounting practices or developing more branded content, I'm talking about the way they work. It's a model we used to talk about when I first started Location Based Branding, when I called that company the "master storyteller." I talked about the idea of a master storyteller in early 2009 as well, saying:

But a master storyteller, they own the story. They're making sure that the right story gets delivered to the right audience, in a way that gets that audience to act (and I don't always mean purchase. We could be asking for other action to be taken.). It doesn't matter to this person if you're using network TV (still the best way to reach my Mom) or Twitter, it's using the best tool for the audience and the brand. And, usually it's using more then one tool, all working together to deliver the same brand message.

The truth is, some of the traditional agencies could be great in this role and maybe even some are. But from what I hear happening out there today, lots of agencies are still more worried about protecting their turf then they are about delivering the right solution to their clients. That's how agencies like Naked and Mother and BBH and Crispin and R/GA and others got the foothold that they've gotten and why today we'll see even more, new agencies stepping up to really become the master storytellers. Because you should be protecting your clients turf, not your own.

And that's where I think we need to start thinking in the advertising industry. It's clear that we need to be thinking new models in our biz anyway and Hollywood has been using a mechanism that we should look at.

Each time a movie starts, the right team of experts is gathered. They'll hire a specific DP, based on where they're shooting; a script writer based on the genre; talent based on the story and so on. Although it does happen where they have a team in place and then try to find a movie, that's the exception rather then the rule.

This approach allows the studios to put the right resources against the movie, rather then having to use the same team over & over again. And this is one of the challenges facing the ad industry today. Many agencies have such a large staff focused on legacy activities, that it's very hard for them to focus on anything new.

But if you could go to an agency truly working as a master storyteller, they would assemble the right team to solve your problem. They wouldn't solve your problem by deciding what they already have in-house, but rather, they'd solve your problems by putting together the right team, with the right skill set to reach the right audience. We can usually see what happens when the wrong team is put on a movie, the results are usually pretty poor.

Now, having even a great team put together still doesn't guarantee success. I'm a huge fan of Steven Spielberg, but even the team he put together didn't stop "War of the Worlds" from being a terrible remake. Hey, it happens.

But, by putting the right team together, your odds of success will certainly be increased. And maybe the agency model of the future will be more like the Hollywood model. The holding companies are the studios, but they assemble the "production" team based on the real needs of the clients. They'd react faster and still be bale to keep a roster of talent at the ready.

And then maybe, just maybe, we can end this decades long, new media vs. old media conflict. We shouldn't be seeing media at all, we should be seeing solutions to our clients challenges.

Podcast: Brand Experience Design with David Polinchock on 6/22/10

Very excited to be part of The New Storytellers podcast tomorrow at 1 PM. Michael Margolis is at the forefront of exploring of how stories get told today and I'm looking forward to the conversation we'll have. Click on the link below for full registration information and remember, it's an interactive broadcast, so please join the conversation.

By clicking on the link below, you can also get to the archive of these interviews. Previous participants include:

March 30 - Michael Margolis (that’s me!)

April 13 – Grant McCracken, Biz anthropologist

April 27 – Lance Weiler, transmedia storytelling

May 11 – Paul Costello, identity in conflict zones

May 25 – Christina Baldwin, self-reflection as leadership

June 8 – Jerry Michalski, Relationship economy

So, join us tomorrow at 1 PM EST and have your questions ready.

What exactly makes for a memorable brand experience? And how is technology changing the context for mastering this equation? Join us for the next episode of The New Storytellers, when we’ll talking with David Polinchock, a pioneer in the field of brand experience design and technology application. David has been an innovation catalyst for over two decades, exploring the socialization of place and the narratives dimensions of branding. David is equally passionate about the merging of our “offline” and “online” selves, and the implications this holds for a brand’s continuum of experiences.

Podcast: Brand Experience Design with David Polinchock on 6/22/10 | Get Storied: articles, tips, and resources for the business of storytelling.

Interview Dialogue Series | Get Storied: articles, tips, and resources for the business of storytelling.

Do You Create Fun?

During the recent Creativity and Technology Conference, Kevin Slavin talked about the fact that "It's hard to laugh alone." Have you ever watched a comedian on TV when you're by yourself? The audience is cracking up and you're trying to figure out what's so funny.

It made me think of an article that I wrote back in 2001 from a different POV. It's a piece I wrote right after 9-11 for a magazine called Entertainment Management about the importance of fun. In that article, I wrote:

I used to talk about how what we did was one of the very few things that people did that had to involve other people. It was always a social experience. How many times have we gone to a theme park or FEC (family entertainment center) by ourselves? How many people do you see waiting online for a roller coaster alone? And even when you do, you always know that the very loose social structure of the line will open itself up to embrace those alone.

As I thought more about it, the need for fun is a global experience. We may have fun in different ways, but we all like to have fun. Fun is one of the greatest tools we have to create a world of understanding and—potentially—peace. Hate can’t thrive in an atmosphere of fun.

And while the piece speaks about how it's only when we are community that we can stop the hatred in the aftermath of 9-11, it's core idea of fun being a shared experience might be just as important of a message for brands today.

It's why people go to theme parks. It's why I love Come Out & Play and wish that more brands looked to the types of experiences created there. It's the reason that going to most retail stores sucks, they're just not fun. They're not fun to work at and they're not fun to go to.

I wrote this about my first job as a performer in Disney's Tencennial parade:

So, take a look at the experiences you're delivering right now and ask yourself this. 25 years from now, will one of your employees see something that brings back those memories and feel elated and excited knowing that they were part of it? Or will they be thinking I can't believe I used to do that. What a waste. We spend so much time trying to figure out how to create great experiences for our guests, but many times we don't even think about the employees. And if they're not feeling the elated and excited first, your guests never will!

Fun is a very powerful experience. We talk a lot about social media, but we tend to focus more on the media then on the social. That's why even as we tout the value of social media and connecting online, the ad industry has a cocktail party every day! Because getting together is fun. Because when you're being social, other people have to be involved.

So, while using social media online is very critical, looking to create social experiences offline will be the next wave. People talk about fun things. People like to have fun. As Kevin said, it's hard to laugh alone.

Download Great Good Places

CaT's Tips for Evolving Advertising in Digital Age - Kunur Patel - Cat: Creativity and Technology - Creativity Online.

The Fun Theory - Polinchock's Ponderings.

Some Lessons from My First Job.

Chubby Soda

Really, with childhood obesity a national issue and kids drinking too much soda in the crosshairs, is this really the right name for a brand of soda aimed at kids? I guess there's something to be said for truth in marketing.

How Much Is a Facebook Fan Really Worth?

I wrote about this issue in March, the first time a report like this came out. You can click here to read my earlier post. And now we have yet another report trying to show that people who are fans of a brand on Facebook spend more money then the average person. And once again, I think they have this backwards.

People who are fans don't spend more money because they're on Facebook, they become fans on Facebook because they would already spend that money.

Of course it's in Facebook's best interest to show that people who are fans spend more money. Without that, why would companies buy ads on Facebook?

I just think we should think about why people become fans of a brand on Facebook. They already have an interest and desire to be more involved in the brand. They may be looking for deals or looking to contact other people who are interested in the brand. But they're already a fan.

I wonder if anyone is asking what they spent on the brand before they became a fan on Facebook. That would at least give some indication as to whether or not Facebook is influencing purchasing or simply the by-product of people who are already fans.

Lots of companies — more every day, it seems — want to have Facebook “fan” pages, where customers or would-be customers can connect with them and become part of their online community. But what are those fans actually worth to a company? Everyone has their own views on that question, but now a social media measurement firm called Syncapse has come up with an actual dollar value in a report released today (PDF link). The answer? An average fan is apparently worth about $136.38, although for some very successful social marketers the value can be dramatically higher, while for some less successful companies it can be virtually zero.

Syncapse came up with the figure by asking 4,000 fans of 20 of the top brands on Facebook — including Nokia, BlackBerry, Victoria’s Secret, Adidas, Nike, Coca-Cola, Starbucks and McDonald’s — why they were fans of those companies or brands, and about their past and future purchasing behavior. Syncapse then tried to estimate what the value of each fan’s spending would be to a company, as well as the value of continuing to have that fan as a customer over time.

The key findings of the report are likely to come as music to the ears of advertisers that have been pursuing a Facebook-based social media strategy. According to the survey:

On average, fans spend an extra $71.84 they would not otherwise spend on products they describe themselves as fans of, compared to those who are not fans.

Fans are 28 percent more likely than non-fans to continue using a specific brand.

Fans are 41 percent more likely than non-fans to recommend a product they are a fan of to their friends.

That probably helps to explain why, according to recent statement by the company, the number of advertisers working with Facebook has doubled in the past year. But Syncapse also said that its results showed how the value of a fan can vary widely:

How Much Is a Facebook Fan Really Worth?.

RFP: Public Art During IndieCade - Deadline June 21

I'll be writing more about IndieCade very soon, but I wanted to get this announcement out since it has a June 21st deadline. If you're an artist looking for a cool venue and some cash to explore your art, this is a great opportunity.

The City of Culver City is seeking submission of proposals for a game-themed temporary art installation in conjunction with the 2010 IndieCade International Festival of Independent Games to be held the 8, 9 and 10, of October 2010 in Downtown Culver City. Proposals may be for already-existing art work or for art work specifically created for this installation. The objective is to help increase the number of visitors to the event by attracting a larger audience through an art component.

IndieCade is an alliance of industry producers and leaders, founded in 2005 by Creative Media Collaborative, which supports independent game development. IndieCade strives to maintain the artistry in the entertainment software (computer and video games) industry, a $25 billion industry worldwide. The art which made computer and video games so compelling, has become its own artistic genre and industry. For more information on IndieCade, please visit IndieCade.

The heart of Downtown Culver City is located at the intersection of Washington and Culver Boulevards, just off the 10 Fwy. Downtown is a pedestrian friendly area that includes a plaza, historically significant sites such as The Culver Studios and the Culver Hotel, and many restaurants and shops. (For more information on Culver City, please visit City of Culver City) IndieCade events will take place in multiple restaurants, art galleries, production studios, theaters, parks and other venues in or near Downtown Culver City.

Submissions deadline is 5 PM PST, Monday, June 21, 2010

Download IndieCade RFP for additional information.

Click here for additional information about IndieCade.

A Night at the Ballet, Some Thoughts on Ritual

Thanks to a family friend, Sydney & I were able to see the American Ballet Theater at the Metropolitan Opera House at Lincoln Center. They were doing a program of Frederick Ashton and Sydney I enjoyed the program immensely. In particular, the last piece called Dreams was just fantastic. A ballet version of Midsummers Night Dream, it was funny, athletic and an excellent telling of the story. Well worth seeing if you have the chance.

But I also thought all about the rituals of going to see a show at a place like the Met. The rituals of the place, the rituals of the ballet and the rituals we bring as well.

One of the nice things about seeing a show at Lincoln Center is that people still get dresses up. Not everyone, but more people then not seem to be gussied up. Sydney picked out a sparkly dress and I had on a blue blazer. Don't get me wrong, I love being in shorts in the summer, but there's something fun about getting dressed for a great performance.

One of our personal rituals is the large Hershey's candy bar that we get to bring with us. Today it was dark chocolate and it's just enough of pick-me-up if Sydney starts to get a little sleepy.

Listening to the musicians as they warm up and going down to the orchestra pit to watch them. There's nothing like the sound of a live orchestra to make the ballet come to life, is there?

That moment when the conducter steps up, takes that 1st bow and taps the orchestra to attention.

Plus, I love the overture. It sets the mood and gets the audience ready for the show. I think in our rush to make everything faster, we've lost something valuable in the overture. How can you create an overture in business? I'm going to have to mull that one over.

I love the fact that the principal dancers can break character to accept applause from the audience. And there's such a clear way it gets done. The female dancer always takes her bow first and remains the center of attention, even when the male dancer is taking his bow.

Then there's the way the roses get brought out to the female principal and she takes one rose from her bunch to give to her partner.

Sadly, one ritual that was still there was the dash to the doors at the end. We're in NYC, why do you need to rush out?

Sometimes I think we're in too much of a rush to throw out all of our rituals and we're not doing anything to replace them with new rituals. I know that not all rituals have value and meaning, but some do. I love our candy bar ritual and I also love watching the ritual of the ballet. Of course, it helps when it's an excellent night of dance, like it was tonight.

Are there rituals that would help your business create a deeper connection with your audience? Take a few moments to think about it and explore the rituals that you enjoy.

Robert Bowman, Major League Baseball

Robert Bowman from MLB is the second session. MLB serves 3 billion minutes of video, 2 billion live & 1 billion delayed. Expect 25% of their traffic from portable devices. About 150 writers on staff, largest writing staff of any sports team.

Where are we heading:

Everything's going personal. Go away from big, large-screen screens and going to more, smaller screens. When his daughter watches TV shows with her friends, they all watch on their computers and talk to each other. With iPad, it has become very portable, you carry it room to room.

We're going to figure out SM. It's going to get a little more personal, a little more private and we'll use it more effectively.

We'll figure out the business model. TV everywhere is not going to happen. Just because you pay for content on cable at home, doesn't mean you should get it free on other screens.

Commerce. Need to figure out how to make commerce work on mobile for consumer adoption.

Partners are blurring. All of MLB's major partners are also their major competitors.

What we need to work on:

Need to get measurement right. Who ever decided that online we should count unique viewers vs, total viewers is just wrong. Actually, he said they should be shot.

Ad sales. The idea that we needed the same size for all ads and create standardized ad sizes was wrong. We should let creativity drive ad size.

Video quality. It need to be the same as TV, uniform and consistent

Paid content. As more and more sites go to paid content, it may not be sustainable to have an a la carte system. Not sure that the metered approach works either. How we effectively charge for quality content that's fair to content owner, the pipeline and the consumer will be a great discussion over the next two years.

IAB Innovation Days.

Branded Content, Content Brands

Tom Armstrong, Chairman and Chief Executive Officer, AOL, kicks off this mornings session on branded content. Tim is talking about why content matters and will be interviewed by Jacob Weisberg from Slate. The 1st thing that Tim talked about was the creation of super networks, the gathering of many pieces of content into fewer channels. First you need to start with what the consumers want. You now have person to person sharing and there's an opportunity there.

How do you bring opportunities for the journalists? How do you "scale" journalists. By taking other peoples content, you may not have all of the rights to share those stories. By creating their own content, they have more opportunity to share the content that they are creating with an AOL voice. AOL is adding on-scene reporters to their mix. They are also making one of the largest investments in local communities and local journalism. This is a big opportunity and Tom believes that more people should be making investments in journalism today.

Tim -- It's going to take another decade for online ad sales to equal the offline ad sales. While brands are talking about synergy between online & offline, Tim said not sure the synergies with print worked all that well.

Interestingly, Tim believes that HTML5 will tip things away from apps towards browser experience. Apps will be better for phone vs browser for tablet experience. Right now, paying for content online is harder then it should be and that hurts the content experience.

Why are journalists down on a future of journalism while people like Jacob and Tim so high on it? Jacob believes that journalists were not as entrepreneurial as they looked at the changes occurring in the journalism business.

Good talk from Tim who has a huge challenge ahead of him with AOL.

Branded Content, Content Brands

Recent acquisition activity and heavy coverage in the trades make it clear that everyone is jumping into the content game. AOL was a first mover in identifying content as the centerpiece of the next iteration of the web, setting the stage for the reinvention of the online content industry through acquisitions like StudioNow and large investments in journalistic talent and platforms like Seed. AOL Chairman and Chief Executive Officer, Tim Armstrong, is here to tell us why content matters–to users, to advertisers and to his competition.

IAB Innovation Days.