Fable Dorset Digital Masterclass
Armed with a panel of prominent industry speakers and a fridge full of alcohol , Greenwood Campbell officially launched our first digital seminar held in Bournemouth — Fable Dorset.
Following the success of Fable London, we thought it was time that our ‘Know Thy User’ masterclass was brought to the ever-growing digital hub and our home town of Bournemouth — what an evening it was! Held at our very own studio in the town centre, the event began as any evening should — with an ice cold beer and the company of other digital trailblazers.
The Seminar
To open the night, Rob King, Head of Business Technology Enablement at LV= and his colleague and Business Engineer, Khalid El-Qasabagli provided an overview of the goals and purpose of the Fast Track Innovation Team within LV=. They discussed the company’s development journey since the team’s inception four years ago, and the tools and techniques that have been their key to success including their unique ‘test-and-learn’ thinking.
Our very own Adam Greenwood was next to the floor, speaking on GC’s central concept of ‘Know Thy User’ — the understanding that ‘users’ are people with feelings, beliefs and emotions, influences and preconceptions, all of which work together to shape who we are and influence our behaviour online. Understanding specific types of users, demonstrating how mood, environment and distractions can influence the way they react to a brand. (Read Adam’s blog on his presentation here).
Following a swift alcoholic refill, Adam was followed by Jonathan Davies, Founder & Non-Executive Director of the Training Rooms. He began by telling us about the beginning of The Training Room’s digital marketing journey, introducing their partner brands, and potential growth opportunities. Jonathan also explained how digital marketing had disrupted the education and training sector and analysed how this would continue in the future.
Next Stuart Jolley took to the floor; Founder of Wingman — a provider of Wingman, a male focused brand with a clear difference. Wingman’s products have admirably grown within the extremely competitive market of men’s grooming, and with these messages, we can see why! ‘Build fans not customers’, ‘You no longer drive company and brand messaging, your customers do’ and the simple yet extremely powerful message; ‘Just listen.’
Finally Daniel Connolly, Digital Content Manager at LV= was interviewed by our own Strategic Director, Dave McRobbie. Daniel discussed the value of user testing including question testing, guerilla testing, and prototype testing. He emphasised the importance of not “over-testing” and therefore leaving you undecided — eight testers is the “prime number” of testers from which you can statistically draw conclusions that would be shared by over 80% of total users.
From then on in, it was a question of what drink and how large, followed swiftly by mouth-watering canapés from Bournemouth’s Boscanova circulating the room. Our studio was abuzz with digital marketing enthusiasts networking, meeting new industry professionals and learning about the amazing businesses which are right on our doorstep here in Dorset.
And of course, as with any brilliant party, the gift bags were a welcome addition to leaving members; including products from Wingman, Little Bird PR, The Training Room and GC’s very own first edition magazine.
The Future
Due to the success of the event, Greenwood Campbell are hosting a workshop focused on Real World UX and the potential it has for your brand. Find out how task focused, friction limited design can have a huge impact on the way your customers interact with your website, ultimately leading to a positive impact on conversion, revenue and overall connection with your brand. Find out more or register here.