Learning from Milano Design Week

Piggyback economics extend the benefit of an event beyond the fair grounds.

It is not known how seriously Walmart CEO Doug McMillon took former Pepsi CEO Indra Nooyi’s recommendation to go to Milan for the Design Week, but I did. The opportunity finally presented itself after Italy lifted Covid travel restrictions. It was everything that Ms. Nooyi talked about – an entire city celebrating design. However, what was eye-opening was the way the common Milanese seem to embrace the Design Week.

The cab driver speeding at 190 kmph from the airport to the hotel wasn’t showing off his motor racing skills. He merely wanted to rush back to pick up as many arriving Design Week visitors as possible. The hotel, whose lobby had registration desks for hospitality suites and private events by furniture brands, offered free shuttles to locations in the city within walking distance of the various venues. From the art installation covering an entire building, an entire district designated for design, several pop-up studios and displays, the high-end over-the-top launch event of a one-armed chair by an iconic fashion brand, to the very basic shadow art by a small wallpaper company, it was noteworthy how cars, fashion apparel, fashion accessories and luxury goods had created their own displays, sometimes co-located, filling the city with design surprises at almost every turn.

Milano Design Week seems to have found a way to align itself with the economic interests of many business enterprises in the city beyond the furniture industry. The average person seemed to have caught the design fever and leveraged the event to derive personal value, meaning and pride. This manifests as the common person on the street cheerfully giving directions to nearby design event venues, and store owners and restaurateurs noticeably appreciative of the additional traffic from the Design Week. I believe that businesses can register themselves for a spot in the Design Week’s online directory. Such an extension of an anchor brand to bring engagement at the grassroots level reminds me of TED Talks and its satellite TEDx events.

Cities can learn from the Milano Design Week. With infrastructure such as an international airport, several indoor and outdoor waterfront venues, research institutions and Universities, comfort with hosting major events and housing visitors at scale, it is perfectly conceivable that a city like Tampa can emulate the success of the Milano Design Week.

The canvas and the palette are ready, but not the subject. Identify a human endeavor which touches almost every person and every industry, centered on which, the city can brand a week-long celebration, such as Engineering Week or Automation Week. What Davos has done with the Economic Forum, with consistency and clarity of purpose, the branded event-week can put a city on the world map of industry, help reap compounding returns and make it a magnet for capital – both, human capital, and financial capital.

Luxury brands need some bureaucratic love.

This article was written on February 21, 2021.

Luxury retailers can learn pandemic-responsiveness from the U.S. Passport Office.

One of my favorite luxury brands, considered the bellwether of innovation, seems to be struggling to cope with the pandemic-related stress on its systems. While I arrived on time at their retail store for a repair-appointment, it took 30 minutes before I was allowed into the store. Not surprisingly, I enjoyed exemplary service from Edward, their knowledgeable and earnest technician. The retailer is, after all, known for setting the gold standard in customer care. However, COVID-19 has required a reconfiguration of their in-store experience. This seems to have tripped the luxury brand.

When I arrived for my appointment, I walked enthusiastically into the store, only to be blocked by the outstretched arm of an intimidating security guard. He asked me to wait in one of three lines formed outside the store. The saga of my repair appointment continued to unfold over the next two weeks as I had to revisit the store a few more times and wait in line.

At each successive visit, my wait time and the choice of the line in which I was asked to wait varied. The security guards outside the retail store were totally in charge of the brand’s luxury experience, improvising rules. My wait time depended on primal skills, like the use of body language when the guards were making a visual assessment to decide my fate, projecting confidence through sustained eye-contact with the influencer guards, my use of persuasion to be allowed to choose the shortest line, and walking up to eloquently reason with them that it was unfair to make me wait in line on each visit for the same repair order especially when the technicians had clearly said I would be a ‘walk-in’.

Humor notwithstanding, for a luxury retailer to trust its brand in the hands of guards from a private security agency seems reckless. What customers first encounter almost resembles crowd control by bouncers outside some seedy night club.

In contrast, consider the Passport Office. Pre-pandemic, it was a chaotic room stuffed with families carrying wailing kids while the officials calmly shuffled papers and expired passports. During the pandemic, my visit to renew my passport was a markedly better experience than that at the luxury retailer. I walked in at the appointed hour. People waited their turns in the parking lot. The bureaucratic brand trusted its system, and more importantly, its customers.

Bureaucracy is not often associated with creativity. Luxury brands that pride themselves on building a brand perception of cool creativity do not want their brand to be associated with anything ‘bureaucratic’. However, a well-oiled innovation machine can get derailed when not built upon reliable systems that allow creative work to forge ahead. A robust bureaucracy provides for flexibility, just like expansion joint gaps that accommodate expansion of railroad tracks in hot weather. Bureaucracy fosters the dependability that luxury brands need now.

Rethinking outside the box

Ecommerce companies ought to redesign their services for the last mile first and stop boxing shoppers into a corner.

Our penchant for instant gratification through ecommerce has resulted in an issue that is not discussed enough. Homeowners Associations (HOA) are grappling with an interesting direct-to-consumer business (DTC) induced problem (and a new revenue opportunity) – shipping boxes thrown in the trash without being broken down can result in penalties for homeowners.

Retirement communities seem to be facing this challenge because the elderly or those with arthritic limbs are physically unable to break down shipping boxes. There is at least one recycling company that offers a service to break down boxes for something like $3 per box, as I recall. Free shipping isn’t free because of this lurking lingering cost.

Some of the boxes are nearly indestructible, making for a mini-workout every time you try to break them down – both physical and mental workout because if you want to be effort-efficient, you must deconstruct the box in your mind before you can flatten it for disposal. Some trash collection services are refusing to accept unflattened boxes. Mobility-impaired residents, especially in retirement communities must wait for stronger neighbors to do them a favor and help break down shipping boxes. Boxes build bonds.

Amazon got rid of many vacuum sealed products that required industrial strength tools to unpack. Still, 43% of their deliveries are in boxes. Their Frustration Free Packaging (FFP) initiative seems to focus on materials being recyclable, not on the ease of their disposal.

How does one effect change when online shopping is a way of life? The industry should have focused on the last mile delivery first. Changing that would be difficult in the west, though ecommerce stragglers like India seem to be getting it right because home delivery has been prevalent long before ecommerce.

There may be some unexplored solutions. The packaging industry could raise awareness through conferences such as Pack Expo, the premier industry conference by Packaging Machinery Manufacturers Institute (PMMI), the trade association for packaging and processing technologies. One-touch collapsible boxes must become the norm, not just one click shopping.

Simultaneously, social commerce influencers could talk about box disposal after a shipment has been received, including ergonomically sound ways of breaking down a box.

Changing shopping culture is not easy but educating buyers may be possible if reviewers who post unboxing videos could append a segment on box disposal after they unbox products.

The other stakeholders who could help with the remnants of an ecommerce delivery could be the shipping company. Offer a haul away service for empty boxes the following day and repurpose the boxes. Offer unpacking services and same day haul away.

These changes in the supply chain will require stewardship from ecommerce leaders like Amazon and Walmart, packaging industry advocacy groups and last-mile delivery organizations.

Until then, box breakdown businesses could be the new newspaper route for DTC era kids or an additional service for their lawn moving clients.

When Real Estate Marketing Gets Unreal.

 

Real estate marketing at its creative best is getting to be as worrisome as creative accounting.

Just as a shoemaker can’t help but see the world as a place inhabited by shoes carrying people around, a marketer can’t help but see the world as collections of word clouds, conversations as communication, and explanations as messaging. When real estate happens to be an area of curiosity, one can’t help but wonder how real estate marketing could be improved for the well-informed buyer by borrowing ideas from other industries.

Here are 7 suggestions for improving real estate marketing from the perspective of an informed buyer.

The only constant in the lifecycle of a property must be a real estate company – yours. Think that buyers are custodians of a property until they or their future generations sell it. Sales then become an outcome of long-term business development, not a one-time transaction.

The supplies must be better than samples. Wide-angle photography makes spaces look disappointingly smaller in real life. Add realism in listings and make the realtor’s brand authentic while attracting better quality leads.

Build domain expertise in real estate properties. Develop ‘Frequently Asked Questions’ for your real estate listing. Build domain knowledge about a locality, and about specific properties, thus increasing the valuation of your real estate company.

Try account-based marketing. The real estate company’s true measure of success is in getting repeat clients and referral sales.

Gotcha pricing is short-sighted. Avoid opaque, gotcha pricing through methods such as splitting a landed property and listing the (now) less desirable property at a lower price while offering the adjacent land at a steep price.

Research like you are the buyer. Be forthcoming in listings with all the information that a savvy buyer can research and obtain on their own. Buyers will appreciate that you saved them precious time. It helps buyers build confidence in the listing and in a realtor’s credibility.

Redefine move-in condition. What you see must be what you can get. Provide the option to sell a home with the staged furnishings included.

These suggestions will not impact the budget of a realtor, but they call for a shift in mindset. It is one of those things that money can’t buy. It will encourage a real estate company to build, nurture and grow client lists for account-based marketing, and be valued somewhat like a dental practice or a primary care physician’s practice.

Account-based marketing will also fortify realtors against ‘For Sale By Owner’ (FSBO) listings. Introduce to the industry the concept of a third-party service which guarantees safe physical access into such FSBO properties. Trust-as-a-service could be disruptive.

A traditional real estate agent’s matchmaker role brings the most critical piece in these high-value transactions – trust. Unreal marketing erodes that trust. Real estate professionals must adopt lessons in brand marketing from enterprise or industrial sales – not used car sales.

(Photo by Ian MacDonald on Unsplash)

A consumer show in every town.

Few can travel to Consumer Electronics Show or New York Toy Fair, but the idea of a local consumer show is not far-fetched.

This venue is open every day. Registered attendees wave their credentials as they walk in. The bright lights symmetrically lining the ceiling make them lose track of time. Aisles after aisles of products are displayed seductively as in a consumer show, except attendees can put them in a shopping cart if they choose. Then there are the sounds and sights of goods being moved on forklifts one must dodge, endure the occasional announcement on the public address system, walk mesmerized by the high-resolution images on the giant television screens and the glistening electronics on display, the food court to rest and refuel, the sampling stations of products on sale that appear fleetingly. Lastly, there are the sore feet that attendees take home. All of these make it almost like a consumer show, yet it is not one because attendees line up at the checkout counter and cart away goods bought at the show.

Having spent time understanding trade shows, I can't unsee a convention center whenever I walk into a Costco. Perfectly positioned to be a captivating permanent consumer show, here are suggested changes to complement and enhance Costco’s current member-experience. 

• The sensory experience in Costco is primed for a consumer show. Add a carnival-like playfulness and shopping is no longer a chore. 
• Give indie bands a chance to perform in the parking lot and enter the music business.
• Allow manufacturers into aisles to stand by to explain their products in person or via video conference while capturing consumer reactions in person.
• Costco already holds live demos of products like cookware. Add a catwalk to the clothes section, running every few hours.
• Allow manufacturers to buy the privilege of giving away tchotchkes and stickers.
• Open up a section of the floor at a Costco for product launches, and live stream it on social media to compete with shopping TV channels, making shopping more inclusive for those who can’t leave home.
• Grow an audience with themed book signing and book readings by authors.
• Welcome teens to creating social media content while shopping, thus going beyond the traditional families who spend a good part of their weekend at a Costco.
• Add a raffle at participating ‘stations’ to even out traffic, subject to gaming laws, of course.
• Add a conference component with high quality programming to build a community that bonds over inspiring content versus fleeting conversations at a tasting station, or while waiting in the checkout line.

Costco, through experiential shopping, could prepare for its next generation of members, building not merely a mailing list but rather a community of brand evangelists, and get to escape velocity to shake off comparisons with discount retailers.

Prescience - art or science?

My previous post on this blog was in April 2009. It was something about a Kindle for newspapers and magazines. On April 3, 2010, Apple launched the iPad.

There have been a few other instances where I have been able to predict certain events and products, so I have been trying to understand why that happens. 

Is it a way of absorbing information and does one start seeing patterns in disparate fields? Does that make one speak metaphorically? 

Most importantly, is being prescient about certain things good or bad? Can it result in the design or a product that is ahead of its time? That may not be good if the market takes too long to catch on, or change its habits, and adapt to the new product. 

Timing is a tricky thing, whether it is timing the stock market or timing the birth of a product.

Does being prescient take away an ability to live with a sense of wonderment? Does a habit to seek patterns while reading something lead to over-thinking or scattered thinking? Does being prescient feed 'told-you-so' conversations? Does prescience pave the way for schadenfreude, especially under the cover of anonymity on the Internet? How does one avoid these traps?

The good news is prescience comes with guardrails. It does not work consistently. The word 'prescience' has the word 'science' within, but it is art. 

Prescience is probably the same as identifying patterns and extrapolating results. Prescience is probably how wisdom manifests.

Therein lie answers to the question of how one develops prescience. 

Absorb information from all possible sources and do it consistently for a long time, not because you are paid to do it or because you have to pass an exam. Read, watch, experience things and learn. Do it out of curiosity. Learn from history. With the passage of time, we might find ourselves becoming more and more prescient, and certainly getting older and wiser. Wisdom may be another way to describe prescience. That may explain why only elders are able to engage in 'told-you-so' behaviors with abandon. 

This was a warm-up blog post for future essays exploring and observing the world and life.

A Kindle tailored for Newspapers and Magazines?

Can't wait for summer, hence the references to surf and sand. It pains me to constantly hear of newspapers and magazines shutting down. It seems to me that they are too busy trying to recoup sunk costs (or milk them further) until the entire business gets buried under the surf, rather than ride it. It seems to me that they are unwilling to let go of their comfort zones and try something new.

Marc Andreesen in his interview on the Charlie Rose show called for dramatic changes in the way traditional print media distributes content. What is the print media industry doing to leverage the value of its various time-tested brands? Here are a few uninformed pointers and unanswered questions that might help the media industry think out of the sand.

1. Mindle - A Kindle for Traditional Media, News Papers and Magazines? Are advocacy groups in the media and publishing industry pooling resources to create their own version of the Kindle2 -- then give it away for free? We have read the much cited blog post on how 'Printing The NYT Costs Twice As Much As Sending Every Subscriber A Free Kindle'. Can this device, let's call it Mindle for convenience, be shared by all the media companies?


2. Scrollbar? Just the scroll please, not the bar. Would it help to have a standardized format for e-paper sizes? Have you tried any of the electronic versions of newspapers and magazines that are expecting the print versions to be miniaturized and sent via email, and for readers to enjoy the content using a variety of techniques not excluding, scrolling, enlarging, panning, and squinting. Extremely cumbersome to use. I would imagine that the same will happen if you try to squeeze all the content of a magazine or a newspaper into the Kindle2.


3. Print-On-Demand Newspapers and Magazines. Would it make sense for the traditional media to encourage the growth of localized network of printers who might be willing to print magazines and newspapers on demand to spawn local entrepreneurship in places where they like to sit with the morning paper and sip coffee?


4. No Accessories. In my electronic version of newspaper and magazine, I do not want to have to plug things in. I do not want to walk around with a mouse. I do not want to worry about accessories. I do not want to panic if I left it behind in a taxi. How can the industry satisfy such demands of a consumer?


5. News on my Coffee Table.

1. Why not tie up with Microsoft and create furniture in the industry's standard dimension for electronic news surfaces, so that news is delivered on the coffee table, or on the mirror by the dresser for your reader to check the weather and traffic report as s/he gets ready for the morning commute?

Obviously, a lot more thinking needs to go into this. A good start would be for the readers to exhort to leaders in the media world that there is still value in knowing that news and reporting coming from various brands of media companies bear that essential journalistic integrity and authenticity that play an important role in society. If the traditional media business fails to respond, we will see a variety of independent news sources throughout the web or under the umbrella of Amazon or Google, with the need for some 3rd-party mechanism to certify sources for their journalistic integrity. Hard to execute, but should that not happen then the market will find ways to drown out ad-influenced noise over time.

"Press 3 for a Diamond Expert."

This is a fork, where my work-related blog for iTradeFair.com and my personal blog start to diverge, allowing me to explore other interests. All previous posts have been replicated in both places, and future posts may be replicated where pertinent.

It was very interesting to read an interview of Mark Stolzman, CFO of Blue Nile, Inc. the online diamond retailer.

Besides the financial aspects of the story (low or no inventory carrying costs, etc.), here are a couple of excerpts that I found interesting, especially finding it in the CFO magazine:

"Right now we have about a 4 percent share of the engagement[-ring] business in the United States, and we think we can double or triple that in the next five years. We want to expand our market share both domestically and internationally. We want to do that by offering education, quality, and selection. And we'll continue to expand our service to the customer both in terms of [technology] tools and in terms of access, whether it's by online chat, E-mail, or telephone."

"Despite the fact that most of the purchase process is done online, our customer-service group gets involved in a vast majority of our purchases, because customers still think, "OK, I'm making a significant purchase, and I want to make sure I've made the right decision." So they get comfort in accessing our diamond experts and knowing the purchase they're about to make is solid."

Mark Stolzman's words capture the power and the challenge of new media in building trust among remote users. Being able to sell a diamond ring without actually meeting the seller in person calls for a high level of trust to be established early on during the shopping experience. The convenience of using the telephone, besides email and chat online, seems to indicate that the trust-building requires some extra support through old technology.

Take a look at this unrelated news item titled "More Consumers Going Online to Shop". According to Nachi Lolla, research director, commerce at Nielsen Online, the majority of consumer concerns about online shopping have been lifted.

Even if retailers may not have mastered all the methods of trust-building over the web, many of the earlier hurdles seem to have been crossed or outweighed by the sheer convenience of getting things or getting things done over the web. The average user now submits shipping and payment information on the web without hesitation. Companies have started building brands on the web where the customer knows that effective means of redresssal are available with a simple email expressing dis-satisfaction about a purchase.

Even if all the tools are available for an online user to independently research and verify the authenticity of an online business, you will be surprised at how often a user says "Is there a phone number I can call?"

As the customer-service function strains to be prompt in its responsiveness, as it strains to overcome the absence of face-to-face or tactile experiences in online shopping through other communication tools, there is a need not only for using whichever instrument of communication works best within the customer's comfort zone, but also a need to have knowledgeable people at level-one customer support.

Just like the diamond experts that Mark Stolzman talks about. That comes at a price - I suppose at a price lower than inventory-carrying costs.

Now don't get all virtual on me!

What we have heard from our Fortune 100 customers and users of virtual fairs including a global University doing virtual job fairs, seems to be getting further validated by the broader market. Reuters are shutting down their bureau in Second Life, and Google Lively is being discontinued.

Here is what we hear from our customers...
- They want uncluttered environments.
- They want a swift retrieval of relevant and up-to-date information,
- neatly and logically arranged
- in a manner that makes sense to their internal users and audiences.
- At the same time it has to be arranged in an engaging manner.
- They do not want to deal with a huge learning curve.
- Their network administrators do not want to deal with software downloads.
- Do not ask our speakers to prepare for a webinar, they say.
- Make sure it works even from our corporate laptops, they say.
- Give us crisp and factual activity reports, they say.
- Remove that moving and gliding stuff, they say.
- Make sure the event is search-capable, they say.
- Can you marry it with our internal systems?, they sometimes ask
- Do not complicate the navigation, they say.
- Use our time wisely, they say.
- Keep it simple, they tell us.

There are some situations where virtual reality environments are loved. An event organizer I was talking to recently, who creates consumer shows with upto 15,000 users would have loved to see Google Lively continue, if only they did not have a limit of 20 users. Her audiences love SecondLife but she wishes it were more cost-effective during a scale-up.

One can not deny the beauty of being able to fly into a convention center and drop into the front row of a live webinar session. However, they come bundled with several challenges from a user's perspective. For now, what we hear the market say is not to get too caught up in the meaning of the word 'virtual'. That takes us back to a previous post where I have argued for a new label for what we do instead of virtual fairs.

What do you think?

SlideShare and Audio SlideShows

I just realized that one of our presentations, uploaded on SlideShare can be embedded in a blog, so here it is for your viewing pleasure.

Immunize Your Trade Show with an iTradeFair

View SlideShare presentation or Upload your own. (tags: virtual tradeshow)

I wonder if there is a way to add a voice to the slides and make them like those slick audio-slideshows that show up often on New York Times. We have such a feature built into our virtual booth. Perhaps there are lessons to be learned from SlideShare in how easily it can be shared.