5

This video on the creative thinking-based strategy TESCO employed to penetrate the South Korean grocery market was shared on Google+ recently by James Fraser. With TESCO using an alternative name, Homeplus, it was able to become the number two player in the South Korean grocery market even though it suffered a deficit in the number of retail locations.

If you jump to framing the business objective as “we have to get more stores,” the answer is easy, self-evident, and all too routine: build or acquire more stores.

Instead, the grocery chain remained focused on the real business objective (grow sales) and based on consumer insights (South Koreans are incredibly busy and the in-store grocery experience is a nightmare), Homeplus used (or approximated the results of) creative thinking exercises to look at the opportunity in reverse: take the in store buying experience to where shoppers already are with a virtual subway store!

Homeplus created the virtual subway store with displays identical to those in actual stores, QR codes for online ordering by phone, and home delivery. Putting the virtual stores where potential grocery shoppers already are in subways increases personal productivity and maximizes their free time. The virtual store campaign led to online sales gains highlighted in the video.

All this success by sticking to the fundamental business objective, but re-framing the business issue in a very different way.

That’s creative thinking for business success at its best! - Mike Brown

Download the free ebook, “Taking the NO Out of InNOvation” for help on how to be more creative! For an organizational creativity boost, contact The Brainzooming Group to help your team be more successful by rapidly expanding strategic options and creating innovative plans to efficiently implement. Email us at brainzooming@gmail.com or call us at 816-509-5320 to learn how we can deliver these benefits for you.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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10

It’s always helpful when someone calls you on a good intention to make sure you actually follow through on it. When I spoke last month to the Transportation Marketing & Sales Association on social media strategy, the format allowed the audience to select from among 12 topics in the social media framework to customize the presentation to the social media strategy issues most relevant for them. To provide additional background on the social media strategic topics we didn’t talk about, I promised to create a compilation of links that formed the backbone of the presentation’s content. The full compilation has been on my to-do list ever since, and a very kind email from one of the TMSA attendees late last week prompted me to get it done!

My rationalization for the delay? The list now includes several posts written in the last two weeks (after the TMSA conference), including the post on who should create content that’s generated so many rich comments here and nearly 6,000 page views in its first week on the Social Media Today blog as well.

OVERVIEW

STRATEGY

1. Integration

 2. ROI

3. Guidelines

SOCIAL NETWORKING

4. Listening

5. Building Relationships

6. Getting Noticed

INFRASTRUCTURE

7. Platforms

8. Time and Talent

9. Minimizing Risk

SOCIAL BUSINESS

10. Content Marketing

11. Customer Engagement

12. Innovation

 

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at brainzooming@gmail.com or call 816-509-5320 to learn how we’ve developed  integrated social media strategy for other brands and can do the same for yours.


Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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4

Bob Thacker, Chief Cubist at Cubit Consulting, closed out the Business Marketing Association conference with a presentation on “Unleash Your Creativity.” Thacker’s creativity comments were a fitting and fun (and by fun, I mean both “strategic” and “enjoyable”) close for the BMA Unleash conference. Here are three themes on creative possibilities I took away to apply to my own creative pursuits:

Challenges Unleash Creative Possibilities

For those who expect perfect conditions to be in place to trigger creativity, history is full of contra-examples where hard times have sent people looking for creative escape and hope:

  • Half of the world’s population died from the plague in the 15th century, yet it also yielded incredible thinkers and artists in the Renaissance.
  • Shakespeare’s artistry emerged from a religious bloodbath in England during the 16th century.
  • The economic failure of The Great Depression was the genesis for many prominent brands which shaped business and culture.

Creative Impact: Don’t look for smooth conditions as a prerequisite for creativity; look for sandpaper to rough things up.

Push for Big Creative Possibilities

As much as anything, Bob Thacker’s presentation was a greatest hits of creative projects he’s spearheaded while in senior marketing roles at Target and OfficeMax, including:

Creative Impact: These are all really smart strategic and creative efforts. How to be comparably successful strategically and creatively? Reading between the lines, asking questions such as, “What is this like?”, “What could this be like?”, and “How can we make this more extreme?” provide an underpinning to all of these Thacker-led efforts.

Creative Thackerisms You Can Use

Bob Thacker’s presentation included a variety of creative witticisms:

  • “If you don’t have a big budget, you have to have big ideas.”
  • “Serendipity can be a strategy, if your antennae are up.”
  • “Look before you leap, but then leap!”
  • “‘It can’t be done really means, ‘It hasn’t been done YET.’”
  • “Creativity is a group practice. Ideas need to be generated in a playful, fear-free environment.”
  • “Why just run a commercial when you can own the whole show?”
  • “Don’t make ads; make news!”
  • “If you can find a holiday tradition to create, do it.”

Creative Impact: A vital part of any creative team is having the instigator and cheerleader for others to fully exploit their creativity. The key creative action can be green lighting those on the team who have the most creative ideas.

Wrap-Up

Hope this provides some sense of the creative possibilities shared during Bob Thacker’s presentation. He packed so many ideas into the hour, providing a real creative treat to those BMA attendees sticking around for such a strong conference finish.

Want one last Thackerism to consider every time you start contemplating a marketing effort?

“If you’re going to crash the party (via your marketing) you’d better bring a bottle of wine (a tremendously rich audience experience).”

Mike Brown

To unleash your own extreme creative possibilities, download the free ebook, “Taking the NO Out of InNOvation” to ignite your creative perspective! For an organizational creativity boost, contact The Brainzooming Group to help your team be more successful by rapidly expanding strategic options and creating innovative plans to efficiently implement. Email us at brainzooming@gmail.com or call us at 816-509-5320 to learn how we can deliver these benefits for you.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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3

Following-up Friday’s post on Seth Godin and his presentation at the BMA Unleash conference, this video was from the close of his lunch presentation. Michael Krauss of Market Strategy Group asked Seth Godin what the attendees should discuss over lunch. His response was to share our unreasonable fears with those at our table. The question led to a variety of comments, including several mentions of roller coasters among my lunch companions.

My answers were going to conferences and networking events such as BMA and driving across really big bridges.

After saying my unreasonable fears, it maybe did become a little easier to network. I haven’t had the opportunity yet to drive across a big bridge.

What about you? What are your unreasonable fears? Mike Brown

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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0

We’ve talked about guerrilla marketing before on the Brainzooming blog. One reason? We use a strategic thinking exercise in strategy sessions to quickly expand an organization’s understanding of the hundreds of marketing assets available to communicate its strategic messages to important audiences.

It was definitely a surprise to see guerrilla marketing talked about in a recent episode of Parks and Recreation. I’d never seen the show until very recently, but now I’m completely hooked on it. And I’m not hooked on it because they talked about guerrilla marketing . . . because the treatment of it in the Parks and Recreation is really about how NOT to do it!

Enjoy the video (and the whole episode is hilarious as well) anyway, and if you want to get real understanding on guerrilla marketing, check out these links:

- Mike Brown

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at brainzooming@gmail.com or call us at 816-509-5320 to see how we can help you devise a successful innovation strategy for your organization.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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16

I’m doing a social media strategy presentation at the Transportation Marketing and Sales Association in San Diego today. Today’s talk is a major revamp of  my social media strategy presentation, incorporating learnings from all the social media work we’ve done the past year. With much more social media content to share, I’ve prepared 12 social media topics for the audience to choose from in customizing the presentation to the issues most relevant for them. They get value from picking what’s covered, and it keeps me on my toes since no two presentations are the same!

We’ll also be highlighting social media strategy best practices from among attendees to make the talk more industry-specific and recognize smart work in the transportation and logistics industry. While looking for best practices, I found a number of social media mistakes as well. Instead of calling them out in the presentation, however, today’s post highlights seven of the (unattributed) mistakes any business-to-business (or even business-to-consumer) company shouldn’t be making:

1. Making your product/service the hero in every blog post.

In transportation industry blogs, the companies doing the blogging have their services providing heroic solutions in WAY too many posts. Using the problem-solution-result format to occasionally highlight your brand’s products and services is okay. If every blog post involves your brand coming to the rescue, however, it’s repetitive and will disaffect readers. The alternative is delivering content on what customers are:

  • Seeking information about
  • Focused on in their professional (and personal) lives
  • Challenged to accomplish in their businesses

With this approach, incorporating the Think-Know-Do perspective we’ve recommended will help you to create much greater content value for readers.

2. Only following and fanning business-to-business customers.

For business-to-business brands (and business-to-consumer ones too), deciding who to follow and fan can be challenging. While there are a variety of strategies which may be right, at least one strategy is clearly wrong: only following your customers. When you only follow customers in a business-to-business market, your customer list becomes visible to anyone checking your profile.

3. Creating an industry platform with lots of fanfare and very little planning.

One company introduced an issue-oriented portal to tackle a big, meaty industry issue. The introduction included lots of fanfare and promises of frequent updates, community, and vibrant conversations. On launch day, the company debuted several “executive” blog posts to frame its thought leadership position and then . . . wait for it . . . nothing. What does it make your brand look like when months pass and nothing’s happening on the site? If makes it look as if your brand doesn’t keep promises. When executives become hell-bent to launch this type of site, invest some of the development money into creating a legitimately implementable content plan to keep it updated and build a robust dialogue. Not sure how? Call us!

4. Featuring sharing buttons but nothing worth sharing.

Definitely make social media content spreadable by installing plug-ins to allow readers to share your content within their own social networks. Putting sharing buttons on a web page is only one part of the sharing equation. The content has to be valuable and worth taking time to let others know about it. Going through several TMSA attendees’ social media sites, sharing shows up on many pages no one would ever share no matter how easy it is to do.

5. You create all the Twitter and Facebook content you share.

Social networking is about conversation and sharing relevant content from multiple pertinent sources. The Twitter and Facebook presences for many TMSA attendees do nothing but push their own content, making it seem like just a bunch of mini press releases. You can check how you’re doing on this by looking at your last 20 tweets or Facebook status updates. In how many are you “talking” vs. answering questions, engaging in conversations with other users or sharing content from others? Target less than 20% of the content being your material and 80% from some form of interaction.

6. Ignoring social media when your company is being challenged.

When a brand is under attack, it’s discouraging, but pulling back and not communicating in every social channel where your brand is getting bad talked isn’t the way to go. With the ability for anyone to essentially broadcast very creative content about your brand, you can’t afford silence. There’s no reason you shouldn’t be the most compelling communicator of your story. If you’re getting pounded in blog posts, comment and move the conversation to positive topics. If a YouTube video search shows nothing but mocking videos and doomsayers about your brand, get busy and share lots of brief, rich stories about what your company and its employees are doing to provide value.

7. Having multiple accounts and one avatar.

It can be smart to have multiple identities for your brand set up in relevant channels with content targeted to interest areas your customers have. Every presence shouldn’t have exactly the same corporate logo though. Not providing visual differentiation undermines the value of the diverse, focused content you’re sharing. When designing multiple avatars, make sure they carry a comparable feel so people know they’re all from your brand, but reflect the distinct content and perspective each is presenting.

Well?

If you’re a TMSA attendee, were any of these written about your social media presence? If you didn’t attend TMSA, do any of the problems sound familiar anyway? - Mike Brown


The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at brainzooming@gmail.com or call us at 816-509-5320 to see how we can help you define a strategy firmly tied to business yet recognizing the impact of social networking on your market opportunities.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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3

I witnessed my first in-person flash mob last night as Eric “Mean” Melin (@SceneStealrEric on Twitter) led this creative group of Richie Sambora and Eddie Van Halen wannabes in what is rumored to be the world’s largest air guitar flash mob – right here on the streets of Kansas City.

The air guitar flash mob was in support of the 2011 US Air Guitar Championships Regional Competition coming to Kansas City on May 19, 2011. In a Kansas City First Friday filled with lots of strolling and looking at works of art, Eric’s air guitar flash mob was definitely a creative highlight! – Mike Brown

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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