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Forrester Research Conference
| 10.01.2005
Most people have heard of Forrester Research but in case you weren't sure exactly what they do, I've included the following: An independent technology and market research company that provides pragmatic and forward-thinking advice about technology's impact on business and consumers. So I was lucky enough to get my hands on an extra pass (valued at $2,100) to this past weeks conference down in NYC - Innovating in a Consumer-Driven World
How it basically works is that they have a ballroom and other smaller rooms on the same floor. In the ballroom are held the keynote sessions which are highly produced-sort of like being on the set of Good Morning America along with giant overhead screens. A Forrester moderator will give the intro about a particular topic and then call upon a couple of experts to come up and dive in further a la Larry King style. The smaller rooms are for "break-out" sessions-basically smaller presentations and more specific topics.
I must say that I was jazzed about being at my first Forrester event in many years and the first of this kind. It was stimulating to be around industry experts discussing relevant topics and issues, taking questions and giving insight into where industry, consumers and technology is heading. Is that enough for the top half of the sandwich?
So the format, agenda and forum were all great. What I was most surprised at was the types of things that the "industry experts" consider innovative. The VP of Interactive marketing at Cody (makers of Lovely, the new Sarah Jessica Parker perfume) was stating that content and product are no longer of value to consumers. "Both price and product are pretty much commoditized at this point (everyone has the same product and selling at the same price)." "The real key to interactive marketing was to create compelling experiences which will engage consumers and building a very personal relationship." I agree completely but the "innovative" piece that he showed, a Flash-based marketing piece, does not feel very targeted, intimate or compelling. Actually, they would have lost me before the download, which was only a few seconds. Coupled with this piece, people who opt in, might get a scented letter or other promotion in the mail that is suppose to evoke the same personal experiencebut in an offline medium. The opted in consumer is suppose to think that Sarah is sending these letters to them. When asked by the moderator if Cody actually thought that this audience believed they were getting something from Sarah, he just reiterated that it's suppose to mimic a very personal experience. After he was almost laughed off the stage, he confessed that they have a team of men and women who scent, sign and seal these promotional pieces everyday before they go out in the mail. My mother would love this perfume.
Maybe it's me, (it usually is) but this effort does feel like it's suppose to be personal, but because it's lacking anything remotely innovative, it feels more like a plea letter you might get in your locker at high school from a boyfriend you just broke up with, begging you to go back out with him. To me, a more personalized piece would to have had Sarah call you and thank you for buying her perfume. Now don't jump all over me. I know that's slightly unreasonable but that's what they should be striving for, not a Flash-based flip book or a mass produced letter that was scented by an army of marketeers. With all this said, I would go again (with a free ticket) because it was a very stimulating experience. I'd actually love to be more inolved-maybe a guest speaker on a panel or something. Just because the Cody guy wasn't my cup of tea doesn't mean that there isn't a great synergy and forum to get the creative juices flowing. Thank you Forrester!
On a closing note, the phone call idea is not that far off. This week, according to Pitchfork Media, if you dontate $100 to Katrina via the Brian Wilson web site, Brian himself will personally call you and answer a question of just say thanks. Also, check out the most incredible "experience" Flash-based marketing piece for Volvo. Just be sure not to spend all day watching it.
posted at 9:05 AM
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1 Comments:
Very informative. Nice perspective on Forrester
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