An Inside Look at Discovery 6
This month, on October 4th, Discovery 6 took place. Reprise’s thought leadership event, Discovery, platforms practical case studies on how you can make a positive difference to your digital marketing – whether that be across performance, social, programmatic, mobile or a combination of all of these elements. It also showcases the latest technology and thinking within our industry, creating a deeper understanding around some of our clients’ most complex marketing challenges. This year the theme of the day was Customer Experience, with Discovery now in its 6th year. Here is an overview of the day:
We kicked off at 1pm with Craig’s Introduction to Discovery 6. Craig took us through the journey of Discovery: past themes, speakers, and brands in attendance. He gave us a great overview of Reprise, highlighting award wins and nominations from the past year, and a recognition of the New Reprise.
Following this, we heard from Keynote Speaker, Martin Bryant, Technology Consultant. Martin looked to answer how brands can remain relevant in a fast-changing consumer landscape. He recognised that consumer expectation is higher than ever, and that we need to move with the times or die. Martin gave us 6 steps to survival:
1. Mean what you do – your audience has to see you are committed to telling the story of your brand.
2. Tell a coherent, authentic story – look at Red Bull: as an energy drink everything they do, the events they sponsor, the music they feature, the sports they are involved with, are all focused around energy, danger and adventure. It makes sense as a story.
3. Understand your customer deeply – this means not just knowing who your target market is, but using data and analytics to tailor your products and marketing to them.
4. Explore new touchpoints – a great example is Well Pharmacy. They solved an issue: that people were uncomfortable buying Viagra in store. Therefore, they arranged a service where Viagra could be delivered to the customer’s home, discreetly packaged. They increased sales by discovering how to fulfil a need.
5. Learn from tech companies – Even big companies these days want to start working in the same dynamic way that lean start-ups do. So learn from them, and use their expertise. A great book to read is The Lean Startup by Eric Ries.
6. Don’t stand still – if you stop you will die, you need to keep the momentum constant and constantly innovative.
Next up we had a great talk from Stephen Edwards, EU Head of Emerging Ad Products at Amazon. Stephen’s speech was an insightful offering of Amazon’s approach to innovation their customers needs. He explained Amazon’s vision for the future and how they plan to get there. Using a variety of examples and case studies, Stephen conveyed the way in which Amazon continue to build a culture of innovation. He finished with a reminder to ‘start with the customer and work backwards.’
Following Stephen was our very own Ben Walton, Head of Strategy at Reprise. His talk was an explanation of how Reprise are redesigning the customer experience. We were given stats and case studies, which gave us a greater understanding of the way in which Reprise work, and the process that they take in building a product for clients. It was a clear and concise presentation that highlighted all the capabilities of Reprise.
After a quick break, we came back to hear from Jehan Shah, Head of Agency at Google UK. Jehan gave examples of how the way in which consumers use Google Search has changed over the years, and how people currently treat search as one of their most trusted friends. The presentation was an overview of the connected user experience, with a look at the future of Voice and how brands are using these technological advancements to improve their customer service immensely.
We continued to hear from the tech giant, as up next was Nicholas Cumisky, Google UK Mobile Lead. His talk was an extremely informative overview of how to create effortless mobile experiences. It was an honest explanation that you are no longer just competing with the experiences of other brands in you category, but now with the best experience a consumer has ever had. Nicholas conveyed very clearly the dangers of poor consumer experience on a mobile page, and steps that brands can take to prevent this.
We were next taken through a case study from RBS by Priyesh Ranmal, Director of Digital Experience & Design at RBS, and Catherine Jordan, Client Partner at Mubaloo. It was fantastic to hear from both client and agency side on this case study, which is a tool built by Mubaloo that assists RBS customers in applying for commercial property mortgages. The duo took us through the process that led to the launch of the product, and how they worked together to achieve maximum success.
Finally, there was a panel discussion aiming to answer; is our understanding of customer experience suited to the modern consumer? The panel featured Jehan, Priyesh, Catherine and Ben, with Nicole Bunyard charged with chairing. We heard set questions from Nicole, and the discussion was then opened up to the audience, with many people eager to question the experts.
The event finished up at 4.30pm, which led into drinks and networking. This was a chance for all the guests to discuss the topics of the day amongst themselves, and with the prosecco flowing it was a great way to end the event. We had attendees from companies such as Russell & Bromley, Disney, Accenture and Nestle to name a few. There was a great turn out, and each presentation was informative and engaging. Overall Discovery 6 was a great success!
See below for facts from the day: