What is the connection between escape rooms and marketing?

 No connection.

 

But in the #globesmad2016 conference in Tel-Aviv last week, LEAD advertising built an escape room that drew a lot of attention. (see more in this movie, in Hebrew) The point was to illustrate the stressful reality ad agencies deal with today, and the right way to deal with new challenges and new technologies.

Rami Yehudiha, founder and CEO of LEAD, said “we all feel in panic because of this ever changing environment, and when people panic they make up excuses like: every day there is new technology, Generation Y & Z. These are excuses. We always lived in a changing world”. The right was to deal with these challenges is go back to basics: What is the key to the campaign? What is the big idea? How do I leverage current trends (like escape rooms or generation Z) and use them? And of course how do I take control of new technologies, like big data, and turn it from a big waste of data into a technology platforms that provides me with much deeper understanding of consumer behavior.

Another person who attracted much attention in the conference was David Shing, known as the “digital prophet” of America Online (AOL). He talks about “price, product, promotion and place” being the four P’s which drove advertising when he was growing up; now it’s “platforms, partnerships, performance and pedigree” and an additional two very important P’s; perspective and patience. The proliferation of platforms in the last couple of years, be they for crowdsourcing or cat photos, has given everybody a voice. And while it’s fair to say the value-add of sites like Kickstarter are their equalising effect, Shing argues that the real benefit is “the interconnected network of people who give a shit about the brand you’re building.” Read more

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And last but not least – Ying Wang from the China Business Group at PwC Israel that shared some very useful tips, experiences and insight about doing business in China, and specifically about China’s media marketplace.

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So coming back to escape rooms. Obviously it’s a huge trend in Israel today. Fanta drinks just launch a digital campaign with same theme – www.freefranco.co.il. So being a pretty new entrant myself, I wasn’t exactly sure what should I be looking for when choosing my next escape room experience? Is it about the theme? The level? The number of people that can participate? What are other people looking for / liking / dis-liking in experience rooms? Perhaps a company like http://www.aspectiva.com/ can help me find out.

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What is the price of not knowing?

Not too many big conference in Israel, however last week there were two: IBM BusinessConnect and Salesforce Essentials TLV.

At a high level in both events they talked about:

  • How digital disruption and the subscription economy change every major industry today: the biggest taxi company (Uber) owns no cars; the biggest accommodation chain owns no real estate (Airbnb); Facebook owns no content; and Alibaba has no inventory
  • A new kind of customer success and how to keep customers happy in the subscription age
  • How data changes your business capabilities from descriptive into predictive and even cognitive, and per Michelle Rohde Unger, General Manager, Cognitive Solutions Europe, IBM: in the very near future every decision process will have some cognitive capabilities in it, and this will become a major differentiator between successful organizations and the rest.

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Enough with the buzzwords and trends, as you can see you’ll hear the same ones wherever you go. The key takeaway for me from these 2 intense days came from Stefano Stinchi, Chief Digital Transformation Italy, IBM. According to him the marketing department is the one that should continuously disrupt the company by constantly rethinking everything: re-assess your business model and strategy, make sure you are agile and try out things that fail and be the first to know. Therefore the price of not knowing, in a digital, cognitive age of disruption is too high.

It’s today – Back to the future day!

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To help you celebrate it here are some great clips from the trilogy:

Oh and how does this relate to innovation@work?
2 years ago I attended Dreamforce ’13, and saw Salesforce co-founder Parker Harris makes a surprise entrance dressed as Doc Brown — but in a white Tesla, not a DeLorean.

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What a fun innovative way to emphasize the company’s achievement in maintaining backwards compatibility with previous iterations of its developer platform in the newly launched Salesforce1 release.

Can you imagine your company’s CEO dressed up as Doc Brown?

Do you remember how it all started?

As you’ve probably figured out by now, I’m participating in the #AmdocsGoSocial blogging competition, and my focus and inspiration throughout the competition is 30 years to the Back to the Future movie trilogy.

Do you remember how it all started? Watch Back to the Future 1985 — OPENING TITLE SEQUENCE here

Do you remember this dog feeding machine? What an amazing innovation, and a brilliant home hack to solve a big vacation problem: How to feed my dog while I’m away?  It didn’t work so well for Doc Brown back in 1985, maybe it will work better now in 2015.

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Back to the Future hoverboards – the best movie hack ever !

Did you know? We’re celebrating 30 years to the “Back to the Future” movie trilogy that was first released in 1985. In fact, we’re just a few days away from 21 October 2015 — the exact date that Doc Brown and Marty McFly visited from 1985 in the movie’s part II.

Part II introduced some great lifehacks, but the one I like most is obviously the hoverboards (a.k.a flying skateboards). We all wanted one, and many people thought it’s just a matter of time before the will become available to the public. Unfortunately that didn’t happen yet.

According to the movie’s director Robert Zemeckis, the 2015 depicted in the film was not meant to be an accurate depiction of the future, and in fact it was the least enjoyable part of making the whole trilogy. Nevertheless, the movie did make some astonishingly accurate predictions about the state of modern technology for example automated homes and flatscreen TVs, but there are some modern marvels we never saw coming.

See here the 2015 tech that ‘Back to the Future Part II’ predicted, and what it missed

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Shooting for the Moon: What B2B Marketers Can Learn From the Marketing of the Moon

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Being a marketer and a space geek myself, I love David Meerman Scott’s new book Marketing the Moon, about the most successful marketing program in history.
In this video, he talks about what B2B marketers can learn from the NASA space exploration program – interesting!

Innovation?!? – Not again …

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  So Innovation is probably the most abused word in the English language, usually by marketing. (Many people said that before me, I specifically like David Meerman Scott Gobbledygook research). But still, we all want to be innovative, and we … Continue reading