Tagged 'innovation'

3 Rules for Marketing Future Innovations to REAL Customers

Posted by Jeannie Walters on January 13th, 2015 at 6:30 am

The Consumer Electronics Show, the behemoth of tech conferences, took place in Las Vegas recently and generated a predictable onslaught of product announcements, amazing trade show booths and many discussions around what the customer really wants "next."
Is the future really now for YOUR customers?
Some of the trends emerging are not terribly surprising, but they create a unique challenge for marketers. How should marketers position products and behavior around them when consumers don't necessarily know they are ready for the future?
Case in point: wearable technology is a big part of any of the"what's next" conversations, but studies show many users tire of actually wearing these products quickly, often within a few months.
What can marketers do to speak to their next customers, who don't know what they don't know? Here are a few ideas.
1. Paint the "what you can do" not the "what it can do" picture.
Lowe's came out with more technology around the connected home, a big topic at CES this year. Technology and data are critical to the success of the idea of a connected home, but customers don't care about that, really. In an interview at CES about this, Lowe's Anne Seymour described it this way:
It's about education of... Read more

Innovation is a Passionate Accident

Posted by Shawn Fenton on November 25th, 2014 at 2:54 pm

Innovation is where passion meets opportunity. It's something you can’t plan for but you can prepare for.

5 Ways to Improve Customer Experience in 5 Minutes A Day

Posted by Jeannie Walters on July 1st, 2014 at 9:30 am

We're officially halfway through 2014, and now is actually a great time to review what you have done to improve the experience you create for your customers, and what you would like to set in motion for 2015. But while you're thinking about bigger things you should PLAN on doing, let’s talk about what you can do right now to start improving your customer experience.
Here's how you can make great strides in just minutes a day:
1. Dedicate some time to focusing only on customers.
Whenever you get a chance, ignore the noise coming from your boss, the shareholders or the press. Take a few moments to think about what your customers actually need. If your boss wants you to develop a mobile app because your competitors already have them, stop and ask yourself if this will solve any real problems your customers have. When the survey responses are telling you the billing process is disjointed or impersonal, will a mobile app really make them any happier? In the second half of the year, most of us have limited or no resources for starting a new initiative. Make some quick notes about what the real challenges are and prioritize in favor of your... Read more

The Jetsons weren't that far-fetched after all

Posted by Sean Cheyney on June 25th, 2014 at 11:10 am

For the past handful of years, technology and innovation have been changing the way in which people shop.
According to Olga Patel from Mattel during a session at the iMedia Commerce Summit, changes that we have already been seeing impact shopping in the areas of Experience and Convenience.
When it comes to the experience, innovation doesn’t necessarily need to mean technology advancements. For example, anyone who has a young daughter has been exposed to the experience driven brand, American Girl. When visiting the stores, girls are encouraged to bring their American Girl dolls for dining at the Café, where the dolls are given their own high chair at the table. Additional experiences such as girls taking their dolls to the American Girl hair salon and numerous special events truly draw in young girls to the overall experience and draw big dollars right out of the wallets of parents.
Additionally, technology innovations that have been positively impacting both the experience and convenience of shopping are on the brink of taking us to the world many of us never imaged while watching the Jetsons growing up.
Already, we have seen technology advancements encroaching on science fiction being used by companies like Lowe’s with their Holoroom, giving... Read more

Put your money (and time) where the fans are: From social media innovation to practice

Posted by Yuna Park on June 11th, 2013 at 12:13 pm

This post is the last in a three-part series with practical tips for marketers to pursue social and digital innovation. Read the first post, on maximizing your personal social media usage, here and the second post, on how to uncover the coolest new apps and toys, here.
You have the tools at your avail and you’re learning continuously about the social and digital landscape. But how do you take everything you’ve learned and put it into practice for your brand?

1. Experiment during existing campaigns. Don’t get overwhelmed by a new platform or technology. Think of how it can help add to your existing campaigns. Taco Bell did an excellent job with this, leveraging the growth of Snapchat to share the news that their Beefy Crunchy Burrito was returning to the menu. To do so, Taco Bell encouraged its existing social fans to add “tacobell” as a friend on Snapchat in order to be looped into an upcoming secret announcement. The Snapchat of the Beefy Crunchy Burrito was sent, generating a wealth of noise for the brand and the product launch, and then Taco Bell’s activity subsided on Snapchat. They were able to appropriately and successfully utilize a new platform for... Read more