True Dawning of Era of Co-Creation?
June 20, 2006 at 1:50 pm
3 things that are Going On at the moment. If you’re involved in marketing and you’re not already doing them, or planning to do them…you’re going to get left behind.
Thing 1 : Ratings. Voting. Diggs. Yes it’s all about asking your audience for feedback. Real feedback. Not just an unidentifiable link somewhere, but a ballsy “tell us what you think of us….show us in stars….drop a comment here in a box for all the world to see”. [More on this thing in the coming posts]
Thing 2 : C 2 C Marketing. Consumer to consumer. That’s how the real purchasing decisions are being made and an area that’s going to receive more prominence in the future. Out of work actors take note! [More on this thing in the coming posts]
Thing 3 : Co-Creation. Customer Made. Where corporations create products and services in close co-operation with their customers.
Read this Trendwatching article for a good overview of what it’s about, who’s already doing it successfully and some tips for how to do it well yourself.
It seems to me that in these early days, Co Creation is tending to focus on design – make sure you click on the pictures of product designs for 2020 in the Electrolux section – but that will surely change. There is the oft-cited example of the L-Word Fanisode competition where viewers are invited to write an episode of their favourite soap though.
With organisations like Proctor & Gamble reinventing their marketing and product development process around seeking customer intervention, it’s not something to be ignore. 35% of P&G’s new product developments now come directly from customer intervention.
Even in dear old Ireland, it’s starting to happen. The great Hellmans Mayonaise sandwich competition is underway. Hellmans are asking us to come up with great sandwich ideas and the winning entrant stands to win thousands in royalties. I have one particularly tasty one up my apron sleeve, just need to come up with a catchy name for it, so when I do, I”ll be asking you to vote for it!
Which takes us back rather nicely to Thing 1 which I’ll be writing about tomorrow.
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