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Michael Crooks Podcasts

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1 of The Best Podcast Episodes for Michael Crooks. A collection of podcasts episodes with or about Michael Crooks, often where they are interviewed.

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1 of The Best Podcast Episodes for Michael Crooks. A collection of podcasts episodes with or about Michael Crooks, often where they are interviewed.

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229 – Michael Crooks of DVF – Psychology and Immersive Experiences

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Live audience event at Spring Place on experiential marketing in fashion, psychology, and the need for an industry to evolve...
Michael Crooks Senior Director of Global Relational Marketing for DVF (a global luxury fashion brand celebrated for its bold and creative approach to color and print, and admired for its sensual femininity) joins Pavan Bahl, Rob Sanchez, Marc Raco and guest host Rohan Deuskar (CEO of Stylitics) in front of a live audience at Spring Place in New York City. MouthMedia Network is powered by Sennheiser.
In this episode:

Crooks shares how the range of technology and innovation has to be integrated in the right environment in an organic way that makes sense, which is a lot harder than it sounds
Customer analytics, behavioral clienteling (establishing long-term relationships with key customers based on data about their preferences, behaviors and purchase) in-store and online, and the training that brings that together
Precognition—when the brain knows what you’re dong before you cognitively know
How Crooks learned a lot of scientific method in education, and decided not to be a therapist,
Activations celebrating International Women’s Day – original envisioned as panels around empowerment, and a pop up in san Francisco, partnering with Levis and Google, personalized experience “in charge” of VIP experience, using data of people in the area
Getting locations to create their own regional events that are regionalized using the same template
Putting together a training clienteling manual, modifying how to listen for root values, and how to ask for open questions, the right way to do data capture and use analytics
Making events cohesive, making advancements on personalization and tech, four installations on site
Partnering with Microsoft for a bespoke interface, to personalize a t-shirt, beanie or tote bag for #INCHARGE
Samsung mixed-reality headsets, with a presentation of a fashion show like a see-now-buy now enhanced reality
Custom video booth to tell what it felt like for a woman to say what it feels like to be “in charge”, and a custom photo booth to emulate the famous Diane von Furstenberg cube photo
And audio of a panel playing out onto the street
How stimulating different senses impacts you psychologically, creating immersion by a combo of a variety of sense stimulation
Fashion is in such a state of change it is forcing action, evolution is necessary for any company to survive
Avoiding problems, when tech doesn’t work it ruins the experience, worse than status quo
Always organizing to core values as a brand, and then what elements will organically enhance the experience, reactive model might not work unless you think through the balance of all the elements
How the company think sabout at employee and people coming in contact with consumers
Overcoming language barriers, and how data capture helps communications
Off the Grid Questions cover super villain powers, “mindcasting” other people, what’s Crooks and what’s performative, MMA, and music

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Apr 10 2018 · 1hr 1min