Innovation is the way forward
Chartered Institute of Marketing Annual Conference
We attended the Chartered Institute of Marketing annual conference this week with the theme being all about innovation. There were some great seminars and speakers and some of the nuggets we took away were:
* A nice quote by Steve Jobs – innovation needs money, people and discipline (lots of discipline)!
* Rolls-Royce Vice President of Strategic Marketing talked about really understanding the problems people have – they feel their purpose is to ‘transport people from a-b by air’ and their focus is always their responsibility for carrying all the people that are flying in planes with their engines at any one time (200,000 passengers). Robert talked all about the importance of integrated product teams with marketing, design, programme management and finance.
* Nick Baggot ran through getting data to work for you and how best to find out about your customers, personalising their experience then building engaging campaigns and integrating social media.
* Paul Sloane was a fantastic speaker and gave an entertaining talk about using innovation to focus on growth and offered six useful tips.
* Cisco shared their innovation programmes with employees all around virtual brainstorms and suggestion schemes.
* Finally Daniel Rowles (CIM) and Shuva Saha from Google gave an update on digital. Daniel is always a great speaker where you leave with heaps of things to go and try (thank you Daniel!). Shuva showed us two fantastic examples of brands using digital to differentiate themselves. Both videos on YouTube so check out the links below.
One is how the Listerine brand used ‘make your own video’ along with a fantastic concept to raise awareness of their brand in a funny way for the nature of the product they offer.
Secondly how Tesco in Korea have thought really different using digital to raise their market share in Korea without increasing the number of stores and therefore overheads they have.
(Listerine mouth vs life)
(Tesco South Korea)
A great day all round. If you’d like a copy of our detailed notes from the day, email gemma@synergycreative.co.uk
