229 – Michael Crooks of DVF – Psychology and Immersive Experiences

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

See omnystudio.com/listener for privacy information.

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

See omnystudio.com/listener for privacy information.