Daniel Feasey Technology for Marketing
NAYOKA OWARE [00:00:16] Hello and welcome again to day one of Technology for Marketing live. My name is Nayoka Oware and hosting for Disruptive Live and we are here right here at Olympia I am joined by Daniel Feasey who is the marketing director at Bell Integration, how are you Daniel.
DANIEL FEASEY [00:00:31] I’m very well, it’s head of marketing but I don’t wanna get above my station.
NAYOKA OWARE [00:00:32] No I like that, throw that in there, how are you doing?
DANIEL FEASEY [00:00:32] I am very well thank you. Wonderful! Tell me more about your job role as head of marketing
DANIEL FEASEY [00:00:43] My role with Bell Integration as head of marketing is basically to drive the company forward. Make clear and concise messaging that’s relevant to our customers, drive campaigns, lead generation and a certain amount of sales enablement as well really, sort of helping the salespeople have the collateral and the service levels that they need in order to do their jobs really. In being in charge of the website and a lot of the different channels of media that we use as well. Really? So in a nutshell.
NAYOKA OWARE [00:01:09] Wonderful, tell us more about how you see the customer relationship and how that affects marketing campaigns
[00:01:17] Well, the customer I am, is all about customer engagement and the connected customer. The customer is all powerful, really. They have access to an abundance of information out there and it’s almost near perfect information, what they find so they almost over research a considered purchase and I think that’s the same for A B to C as well as it is to a B2B customer in all honesty. And that level of connection, all the information sets we had really, there’s an array of tech, an array of tools and applications that can be used to harvest information for your campaigns. So whether it’s clicks and opens on some of the simple stuff, but it’s the who, what, when and where the customer actually engages for it, that’s why I kind of saw and that’s now a driving force for it. No longer can we just sell the customer, sell the customer and what we think we’ve got to go on and ask them what they think now and more what’s important for it.
NAYOKA OWARE [00:02:09] That’s a great response
DANIEL FEASEY [00:02:13] Yes, thank you. I mean, that comes with my massive challenge as well. To that abundance of data and richness of data. It’s understanding that it’s phenomenal, really. And actually harnessing that and making meaningful and personalized campaigns is kind of key to actually make any money anymore. I mean, I think the customers almost browbeaten into submission in amount of information that we throw at them for it. Therefore, you’ve got to find different ways to engage in different ways to interact with them, really.
NAYOKA OWARE [00:02:47] I completely agree with you. How would you say that AI affects marketing, tech, campaigns, websites.
DANIEL FEASEY [00:02:52] I think AI’s at its infancy is certainly going on to do great, great things, really. Now with AI it can smooth most processes, it can deal with the mundane you can deal with the initial interaction for it. I don’t think at this point in time it will replace human beings, thank God. But say some of the applications I’ve seen, and actually one of the applications I’m looking at for one of my websites is an AI chatbox. So its initial initial amount of information and programming and an AI chatbox will learn the questions and learn the responses and push that person down to the correct route. So the idea of that, if someone asks a question, what time you open and close, the AI bot goes he was closed at 5:30 so it’s as easy as that, doesn’t bother anyone. The phone lines are not taken up, that person can carry on selling, that receptionist’s time is not taken up. But then it can be far more sophisticated than that, they can actually answer pricing questions. They can gather information from from the person as well to actually save that telemarketer presence, that physical person being at the other end. Really, I mean. I think with a dizzying array of different channels actually out there, I think it’s a sales source actually identified 10 different channels and the way the customer can actually communicate with an organization. And it’s a customer coming to the organization. I almost expect that level of interconnection, expect and demand that level of interaction. So some of the channels could be, say, the website, mobile apps, but good old fashioned phone call kind of thing, texting or all sorts really. I don’t wanna bore anyone on too many details on it, but they idetified at least 10 and they might go to 10 separate resources to find information on you and expect a two way conversation on that resource. So it presents a huge wealth and varied wealth of information. That’s where AI can step in and analyze that with data management tools as well and make sense of that data and then basically explain how best to contact that person, their likes, dislikes, how they want to be engaged. So the customer is king, really. This kind of stuff, but AI’s exciting. But it’s not quite there yet really, I would say for it.
NAYOKA OWARE [00:04:59] There’s a little way to go.
DANIEL FEASEY [00:04:59] There is. There is. I mean, it’s I think it could be very, very useful for the travel industry. I think we use kind of set demand pricing and recognize sales patterns. So as we know, when you book a flight, if you go on again and again, then that flight will go up because it recognizes the IP address where you book it and that’s an AI or a clever piece of tech making more money for the organization at your expense, unfortunately for it. But also setting hotel pricing and recognizing that that kind of thing. And scarily enough, I actually found that the other day it’s actually dipping into copywriting and creative writing. So that’s me out of a job then, really?
NAYOKA OWARE [00:05:37] Hopefully not
DANIEL FEASEY [00:05:38] Well, maybe I can fire my copyrighter, who knows kind of thing.
NAYOKA OWARE [00:05:41] Come and work with us just join our team.
DANIEL FEASEY [00:05:41] I’m not sure about that.
NAYOKA OWARE [00:05:41] Daniel how would you say physical tech is affecting the market
DANIEL FEASEY [00:05:48] Well, it’s something I’m happily quite involved in and I’ve been involved in for the last 15 years. I mean, part of Bell integration they have, they own the largest IT and navy rental company Hamilton Rentals. Hamilton’s have been around since 1972 and its old as the hills.It started renting electric typewriters from the very, very beginning. And now they’ve moved on to gadgetry and tech and and the impressive stuff. I mean, recently we were contacted by a very large fashion retailer as Hamilton Rentals and we put we put 8k digital signage. So so I say 8k, super, super high res. It makes you head a metre wide, kind of thing on the side of it. You see all the wrinkles and all all all the nuances, unfortunately for it, it’s not a great look for anyone. We had those in all the shop windows during the Christmas rush to drive shop footfall. I then used a dynamic cloud to drive content. So they basically and that content can be tactile. So if it was raining outside, they could say right by umbrellas. If it was cold, they would do jumper offers and it even went one step further than that, it went to facial recognition, which has its own foibles as well where they’d look at and turn around and say, a young woman, these are these are these are the offers that we’ve got and thankfully it got got it right most of times, it didnt insult the customer too much and that level of personal interaction, so you’re going into a store and there’s no reason to go to the High Street anymore because the likes of Amazon. So they’ve really got to do this 3 toes to walk in and turn around saying, actually, I’m coming in. These are the trainers that I want. And yes, obviously I’m a middle aged man. Hopefully it picks up on that and it says, right, there you go. You go to this part of the store or even gives you a selection of what’s coming up. And this is what we got in stock. This is on sale. Click this. It’ll be waiting for you at the retail checkout. So it’s smoothing that process, really. And AI obviously would it would with the facial recognition and learning what customers want is all part of that. But with the AV side of the business, there’s also an element, some of the other stuff that comes like mirrored screens, I dont know if you’ve come across those. So it’s an AV screen but It’s also a mirror then it can put a clothing on you as well. Have you seen those?
NAYOKA OWARE [00:07:56] Yes I have.
DANIEL FEASEY [00:07:58] That’s a bit old that tech now, to be honest. But it’s still impressive to be honest, I’m a bit of a geek when it comes to stuff like that. But I think it’s also stepping back from that. But it’s also style matching as well. So something could actually see what you’re wearing and suggest clothes that are of the same style. And I think, you know, a very large major shopping retailer and that wouldn’t be limited, that could be done on online as well. They could send him a picture of the trainers that you wear that you love and you get another pair exacly the same if you’re boring kind of thing for it.
NAYOKA OWARE [00:08:25] I’ll be left with no money.
DANIEL FEASEY [00:08:29] I mean, that’s the problem as well, I have other people that spend my money for me these days, to be honest. But I say you the tactile advertising thing is extremely powerful. That then makes it more personable, more engaging so It goes back to my previous point and even though that’s B2C it was it was another company coming to Bell for that solution for the end of May for it. They said we need help digitalising our store front, our shop window. Quite exciting project, really. And they carried on, they extended it on and on and on and on. I mean, I mean, other tech that we get involved with is virtual reality and artificial reality. And they’re all the goggles as well and I saw a pair over there that Dan the owner obviously has shown me the other day. And it’s another thing that the company does. It puts VR, runs VR events and virtual reality can be used for training, well for events as well, for visiting show rooms, that kinda stuff without getting out of your seat for it. And again, that’s kind of the limits of that is only really just starting from what it can actually do. It’s caught on a bit, but not as much as I thought everyone would want to, certainly with our company. But it’s still a popular rental product refined for it. What other tech do we get involved in. It’s a little bit a little bit old, but RFID. I don’t know if you know what that is so it’s a radio frequency identity devices. You can see what I call RFID at the end of the day.
NAYOKA OWARE [00:09:51] Easier to remember.
DANIEL FEASEY [00:09:51] Thats It’s very simple that’s literally a paper armband with a chip inside. It’s quite scary, it can turn your event into a cashless event, so it should be used at festivals because it would cut down on ticket touts. That ticket then belongs to you. So when you scan in, you’ll get a message to your social media saying, welcome to the event, blah, blah, blah, blah. This is what’s going on, this is the line up, this is where you need to go. And if you want to charge up your armband, put 50 pounds in, so you can buy a couple of glasses, prosecco or a few beers or what do you want? Coffee.
NAYOKA OWARE [00:10:22] Impressive and we’re saving trees
DANIEL FEASEY [00:10:23] Absolutely and it ?? As well
DANIEL FEASEY [00:10:27] And so we worked with a couple of partners on that but we’ve enjoyed that, the partnership putting that into events and watching the results off the back of it. But it also adds an access level and secure X level to it. And one of the funny things I think we put it into a corporate event and it’s actually went up and scanned and went and got your lunch and a couple of people come back to try and get another lunch and it stopped them.
NAYOKA OWARE [00:10:46] Of course I thought that would happen
DANIEL FEASEY [00:10:48] So it cut back on costs for them. So RFID, again, it’s a bit old technology, but still going and voting solutions as well as something that that Bell and Hamilton get involved in as well. And again, that’s very old technology and that’s like, Who Wants to be a Millionaire Voting handsets. And we actually done a very good project with the Noel Coward theatre. It’s 900 people attending the theatre for this play. And you remember Who Wants to be a Millionaire the coughing major. Remember the coughing major? But the well, I so remember that one. And they based the play on it and they let the audience vote on the outcome on a major whether they thought he was guilty or not. And then the handsets were in there to be both voting on.
NAYOKA OWARE [00:11:34] It’s a good way to engage.
DANIEL FEASEY [00:11:35] Exactly. Again, It goes back to my initial point where I was banging on about customer engagement and customer connection as well. And it’s a fun way of doing it as well. It’s a physical device, which I don’t think you’ll step away from. And it’s a physical device, can be done on your phone, but a little handset that no one wants or walk away with hopefully kind of thing that can be reused again and again and again. And it’s a relatively cheap solution for it. But the play won lots of awards and then that kind of work. And it was nice to be a small part of that as the organization really.
NAYOKA OWARE [00:12:05] I have one last question for you Daniel
DANIEL FEASEY [00:12:07] Certainly.
NAYOKA OWARE [00:12:10] Before I have to let you go. Is the customer always right?
DANIEL FEASEY [00:12:12] Absolutely.
NAYOKA OWARE [00:12:14] Thank you very much, unfortunately that’s all we have time for. But it’s been wonderful speaking to you.
DANIEL FEASEY [00:12:18] Thank you for your time, pleasure to meet you.
[00:12:21] Don’t go away. We will be back shortly. But you can join the conversation by tweeting us. Use the hashtag TFM Live 2019 and hashtag Disruptive Live, see you shortly.