Get Marketing outside their confort zone Fuera de la zona de confort del Marketing

Fuera de la zona de confort del Marketing

This is again a great post by @mariajose_such

I will expand my comments shortly

 

Crowdsourcing: I need a Genius now

How to recruit the best talent is difficult, all companies look for it. Genius are a scarce resource, difficult to find and to keep. What about of I need the brightest idea for a proyect, and I need fresh ideas.
Well @mariajose_such introduces us to crowdsourcing http://es.wikipedia.org/wiki/Crowdsourcing. Crowdsourcing helps with the problems already mentioned, and many more here is her post ¿Donde están los Genios?

If you cannot read Spanish the following is the google translated version
This is a very interesting post where Maria José shows how Heineken used crowdsourcing to create the design of their anniversary limited edition bottle. Heineken created a open request for desings, and engaged the whole world as there would need to be a parnership between two bottle desings, in the end they would chose the best one. They use facebook, twitter and all 2.0 technologies to announce this, making the designs available to public. Heineken got 30.000 designs from over 100 countries.


Let me highlight the benefits that I see with this

• Cheap. Well I cannot thing in a way to get 30000 designs cheaper than this. Surely you cannot guest yor own people to produce that many different designs for you. You would need to have 10000-30000 employees to do so
• You can find the best design.
• You can find the bright designer you are looking to hire, and you have seen him/her working, not in a interview mode.

But Maria José, far brighter than me found more, and probably more important (read the post ), CUSTOMER ENGAGEMENT. Firstly they got engament between the people participating and company itself, and secondly Heineken is engaging the customer, they are keeping them connected to the company, interested in seening what is new, which is quite good for a company with only one product, beer.

Watch the video for more information and to find the winning bottle


And now I'll ask you, how many of you reading this post, I am sure you felt the temptation of going to the fridge an get a Heineken if you had one, or going to the bar and shop to get one. See great marketing tool as well.
Watch the next post
Filo A known anonymous.

 

 

¿Que es la innovación ? What is innovation?

"One good product" companies might have 10 years of success, but when the product reach maturity, they will struggle until they will disappear. Innovation is what would make companies "immortal"

"¿Qué es la innovación ? What is innovation?" is the name of the post tha Agustin Such created in his blog

http://agustinsuch.blogspot.com.es/2012/05/que-es-la-innovacion.html?

On the following videoparticipants in the Lisbon Council's 2010 Innovation Summit, chairman or important companies , answered to the questions "What is innovation?"

Agustin highlighted the following ideas.

1. Without innovation companies die.
2. Innovate is introducing something new.
3. Impact
4. Turning ideas into value

I would like to highlight myself few other ideas introduced as well. I want to start highlighting the second and the forth idea highlighted.

It is true that "innovate is introducing something new" However it is not exclusively that. As I have indicated in another post "borrowing" can be innovation. Using a solution to a problem, or a process from a different area of business, and make use of it, can be innovation.

Example, GPS, it was originally used in airplanes and naval industry. Innovation was "borrowing" the idea and introduce it into the automobile industry first, then continue to " borrow" the idea into scanner devices and now with smartphones. Who can imagine now a smartphone without a GPS? 

Another thing that I want to highlight is the last point."turning ideas into value". This is very important, and Agustin changed a bit the sentence which was originally quoted as "turning ideas into money". It is true that an innovation can produce money, but not exclusively, so I liked how Agusting used the word "value" instead. Someone in the video mention innovation into process. That is key in my opinion. We can get much productivity by innovation in process, but also we can innovate processes to make the life of the employees "better". Companies should innovate in improving the experience that the employee has when working. You would find the level of engament of the employee increasing, and they will sale the company, not only because it's their job, but most important because they would believe in the company, employees would feel the company as a partner, not an employer.

Innovation focussing internally on the employees and externally on the customer is going to be need if a  company that would still be around at the end of the XXI century. If a company doesn't innovate, or simply focus on internal or external they are likely to become a "one good product" company.

Filo
A known anonimous