Hi, I am Ioana and I am passionate about innovation. I am keen on challenging my own mind, with the deep desire of finding new, bold and better solutions to the problems around us. Among other articles, I will create a collection of materials called Innovation 1:1, where I will happily share my own findings and learning. I am not a guru in this field, but I am a fast and avid learner. My interests are quite broad, from marketing and advertising to general business themes. So I hope that my articles will be helpful for many people.
One of the ways we can innovate in a communication campaign is by dismantling the components of campaign. We frequently think in a linear way, one element after another. We start with the insight, then the concept, the message, specific activations per channel. Then define our 360 wheel of a campaign trying to find interesting touch-points for the consumer to engage with the brand: TV, radio, Facebook, bloggers, events, retail promo, outdoor, sampling, special BTL activations. We try to place our message in places that it could fit, places that are complement with our message. It’s like we are looking for pieces of the puzzle. For example, we frequently think like this: my product is about breakfast opportunities, where can I place the message, so the consumer can see it during breakfast time? And the results are: digital app on your phone, Facebook, metro station to work, billboards, radio ads in the morning show, retail via complementary products (for example, near the pillow sections).
But let’s try something new: Let’s take one component and move it into an unexpected place. Instead of looking for all the pieces to fit the puzzle, take one piece of the puzzle and start a new image. For example, distribution channel can be changed. This is daring, but this is what innovation is all about.
Let’s analyze some successful case-studies from companies who changed their distribution channels in order to have a better impact. And let’s try to decode how they did it.