TFM19 – Daniel Feasey – Bell Integration
NAYOKA OWARE [00:00:16] And welcome again, today, one of Technology for Marketing, live. My name is Nayoka Oware, hosting for Disruptive Live. And we are here right now at Olympia. I’m joined by Daniel Feasey who is the Marketing Director at Bell Integration. How are you Daniel?
DANIEL FEASEY [00:00:31] I’m very much Head of Marketing.
NAYOKA OWARE [00:00:42] How are you doing?
DANIEL FEASEY [00:00:43] My role with Bell Integration is Head of Marketing is specially to drive the company forward. Make a clear and concise messaging that’s relevant to our customers, drive campaigns, lead generation and a certain amount of sales enablement. As well, where are hoping 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 and 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 it affects marketing companies?
DANIEL FEASEY [00:01:17] The customer I am. It’s all about customer engagement and the connected customer. The customer is all-powerful, really. I have access to an abundance of information out there and it’s almost near-perfect information. What I find so I almost over research a considered purchase and I think that’s the same for a B2C as well as it is to a B2B customer. In all honesty, that level of connection, all the information sets, you can’t 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 some clicks and opens on some of the simple stuff, but it’s the who, what, when, and where the customer actually engages for it. This why I can’t. And that’s now a driving force for it. No longer could we just sell the customer of what we think. We’ve got a go and ask them what they think now. More or less support.
NAYOKA OWARE [00:02:13] That’s a great response.
DANIEL FEASEY [00:02:13] Yes. Thank you. I mean, that comes from my massive challenge as well. To that abundance of data and that 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 the 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] How would you say A.I. Affects marketing, techs, campaigns and what so?
DANIEL FEASEY [00:02:52] I think A.I. always says it’s infancy. It’s certainly gone on to do great, great things, really. Now with A.I., it can smooth processes. It can do with a mundane, it can do with the initial interaction for it. I don’t think at this point in time it will replace human beings. Thank God. But let’s say somebody allocations I’ve seen I’m actually wanted out, I’m looking at for one of my websites is A.I. chatbox. So it’s initial amount of information and programming and in A.I. chat box will learn the questions and learn the responses and then push that person down to the correct route. So the idea of that, if someone asks the question, what time do you open and close? The A.I. bot goes up? Well we close at 5:30. So it’s as easy as that. It doesn’t bother anyone, the phone line is not taken up by the person you carry on selling their receptionist. It’s time to not take them up. But then it can be far more sophisticated that I can actually answer pricing questions that can gather information from the person as well. It’s actually safer telemarketing, a presence. That fiscal person been at the other end. Really? I mean. I think with the dizzying around of different channels actually out there, I think it’s a salesforce actually identified 10 different channels in the way of a customer can actually communicate with an organisation and it’s a customer coming to the organisation, they almost expect that level of action, expect and demand that level of interaction. So some of the channels could be, say, the website, mobile apps, the good old fashioned phone call kind of thing. Texting or all sorts really off of it. I say I won’t go bore anyone to any details on it, but if they then for 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 A.I. can step in and analyse that with data management tools as well and make sense of that data and basically explain how best to contact that person, their likes, dislikes, how they want to be engaged. Because the customer is king really of this kind of stuff. But an A.I. exciting but it’s not quite there yet. Really outside for it.
NAYOKA OWARE [00:04:57] So is there a way to go?
DANIEL FEASEY [00:05:00] There is, there is. I mean, it’s some I think it could be very, very useful for the travel industry, kind of think we use kind of set demand pricing and recognise sales platform and so as we know, when you book a flight, if you go on again and again in that flight, we’ll go up because it recognizes your IP address, the way you book it. And that’s that’s an A.I. clever place segment. Making more money for the organisation at your expense, some functioning for it. But also setting hotel pricing and recognising that kind of thing. So and scary enough, I actually found that the other day that it’s actually dipping into copywriting and creative writing. So that’s me out of a job then really.
NAYOKA OWARE [00:05:38] Hopefully not.
DANIEL FEASEY [00:05:39] Well is that maybe I can find my copywriter. You know, he’s gonna think so. I’ll show you about it.
NAYOKA OWARE [00:05:45] Daniel, how would you say physical tech is effective marketing?
DANIEL FEASEY [00:05:48] Well, it’s something I’m happily quite involved with and I’ve been involved in for the last 15 years. I mean, part of Bell Integration I had, they own larger I.T. and rental company, Hamilton Rentals. And Hamiltons, it’s kind of been around since 1972 and it’s oldest, a hill was going to start in France in electric typewriters in a very, very beginning. And now they’ve moved on to gadgetry and tech and any impressive stuff. I mean, recently we were contacted by a very large fashion retailer and we put 8K digital signage, so I say it’s super, super high risk. It makes you hate a meter wide kind of thing on the side of it. You see all the wrinkles on all or all the nuances unfortunately, it’s not a great look for anyone. But we had those in all the shop windows doing the Christmas rush to drive shop footfall by then use a dynamic Cloud to drive content. So they basically, and that content could be tactile. So if it was raining outside, I could say, right boy, umbrellas. If it was cold, though, to trumpet office. And it even went one step further than that. It went to facial recognition, which has its own foibles as well. When I’d look at the Internet to say, oh, young woman, these are not these are the offers that we’ve got. And thankfully, they got it right most of time. It didn’t insult the customer too much. But that level of personal interaction so you’re going into a store. And there’s no reason to go the high street anymore because the likes of Amazon. So they’ve really got to do this retailer so walking in and saying, actually I’m coming in and 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 on this is what we got in stock. This is on sale. Click this and we wait for you at the retail checkout. So it’s moving that process, really. And I obviously but it would be a facial recognition and learning what customers want. So far away. But with the I.T. side of the business, there’s also an element, some of the other stuff that comes in, what merit screens or don’t come across. So it’s an AV screen. It’s also a mirror that it can put clothing on you as well. But it’s still impressive to be honest, of a bit of a geek when it comes to stuff like that. Well, I think it’s also stepping back from that, but it’s also style matching as well. So someone could actually see what you’re wearing and suggest clothes on over the same style. And I think a very large major shopping retailer and that wouldn’t be limited but could be done on online as well. They could send them a picture of the trainers that you wear that you love and then get another pair exactly the same if you bought it for it. I mean, I see the problem as well, the best way I have other people that spend my money for me these days to be. But I say you the tactile advertising thing is extremely powerful that then makes it more personable, more engaging. It goes back to my previous point and even I’d like to be to see it was another company coming to bail for that solution for the end of the day for it and they said, we need help digitalise in our storefront, our shop window, quiet sightseeing project. Really. And I carried on I extended it on and on and on. I mean, I mean, other tech that we get involved with is virtual reality and I think like reality. And then all the goggles as well. And I saw a pair over there that the family-owned obviously hasn’t shown me the other day. And it’s another thing that a company does. It puts VR, it runs VR events and virtual reality can be used for training for the events as well, for visiting showrooms, that stuff like that. You see for, and again, that’s kind of the limit. So that is only really just starting from where actually do these companies go to on the beat, but not as much as awful. Everyone would want to circle back a company. Still a popular rental product we find for. Other tech to be involved. It’s a little bit old but RFID. I don’t know if you know what that is. It’s Radio Frequency Identity Devices. You can see what I call it, RFID every end of the day. But. That very simple, that’s literally a paper armband with a chip inside. It’s quite scary. You 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 belongs to you. So when you scan in, you’ll get a message your social media sign. 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 own bank for 50 pounds and she can buy a couple of glasses, prosecco or a few beers or whatever you want your coffee. And so we worked with a couple of partners on that. We think we enjoy that the partnership are putting that into events and watching the results come back. But it also adds an access level to secure X level to it. And one of the funny things I think we put it into a corporate event and it’s actually you 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’s up to them. RFID, again, it’s old technology, but still going and voting solutions as well as something that Bell and Hamilton get involved as well. And again, it’s very old technology and that’s a lot of Who Wants to be a Millionaire voting handsets. And we actually done a very good project. We have the Noel Coward theatre. It’s 900 people attended in feet for this play and to remember Who Wants to be a Millionaire, The Coughing Major. Maybe The Coughing Major. Well, I so remember that one and I based the play on it. And they let the audience vote on the outcome on a major when I thought he was guilty or not. And then the handsets were in there to be voting on then there it goes 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 think you’ll step away from. And it’s a piece of device that can be done on your phone, but it will handset and 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 went, it was nice to be a small part of that as the organisation. Really?
NAYOKA OWARE [00:12:07] I have one last question for you Daniel before I let you go. Is the customers always right?
DANIEL FEASEY [00:12:09] Absolutely.
NAYOKA OWARE [00:12:15] 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.
NAYOKA OWARE [00:12:19] Thank you once again, don’t go away. We will be back shortly. But you can join the conversation at by tweeting us. Use the #TFMLive2019 and #DisruptiveLIVE. See you shortly.