As the leaves fall to the ground in preparation of the winter, the earth tilts. It’s time for change… A rebrand for Koogar.
“Change is inevitable, but transformation is by conscious choice”
What does Rebranding mean?
Rebranding is a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.
It is not just about evolving a logo, colours and visuals. It’s about ethos, purpose, mission, principles and message.
All of which have changed for Koogar for many reasons. Some business, most personal.
The process includes our thoughts, feelings, questions we are asking and answering.
I’m not going to lie, this process is so much easier when we do it for our clients than it is for ourselves. We want to get it right so it allows us to speak our truth and be seen by our perfect clients. So it’s back to the drawing board.
I wrote this in November 2019… and now I’m ready to show you how Koogar has evolved!
11 Steps to Rebranding
Vision, Values and Mission
Logo and Colour Pallet
Visuals and Style
So as you can see there is a lot to go through to get to your final result. A lot of thinking, designing, trying and testing, sitting and waiting and then… you’ll notice it come together.
What our Logo means to us
We have redesigned out logo to match Amanda, along with her values and beliefs.
We have become more defined, fluid, centred and bold.
Defined – by evolving our brand and our offering, we now know with absolute clarity who we are and what we stand for and how we best help our clients. We now have a variety of options for the Solopreneur through to the Established Business Owner.
Fluid – the font has changed to an oriental handwritten font to match Amanda’s love for graphology and to ensure that everything we do with you, or for you; is integrated, organic, sustainable and the natural order of flow for you and your clients.
Centred – our colour pallet has been derived from the Chakras (the body’s natural energy centres), to align you with your brand and business. Giving you clarity, confidence and consistency with your life and business. We also bring empathy and intention with us in everything we do, this is something we do naturally.
Bold – we are now who we have always meant to be. We pride ourselves on our openness, honest opinion and approach to business. This is what our clients come to us for, even if we talk ourselves out of business. Our sole priority is to serve you and your needs and to to it well with honesty, integrity and authenticity.
Our message is simple
We are here to make marketing manageable by integrating your marketing to influence your audience.
Integrated Marketing is about pulling all marketing elements together, and is a combination of traditional and digital marketing activities. When assembled well, marketing integration creates an organic and natural customer journey for your target audience to follow.
Using our Marketing Integration Eco-System™, we take potential customers from being “interested” in what you do to buy from you… and then refer you on!
Let me know what you think…
My next step is to get our website to match our new brand and offerings. We have already started telling people about them and they are being received well.
Choosing the right Marketing Consultant to work with can be a difficult decision, so I have written this blog to help you choose the right Marketing Consultant to work with by understanding more about them and what they can do for your company.
In the past you may have;
been burnt by someone who promised everything and delivered nothing
worked with someone who said they were doing one thing and did something else entirely or the complete opposite
found that the person/company you had been working with has lied to you and not done anything for the budget you have paid them
taken on someone who just didn’t get what you do and just marketed in the wrong way
Which has left you feeling a little sceptical and un-trusting of the people out there who call themselves “marketers”.
However, you may not have walked this journey yet, but want someone to help you from the start of your journey to ensure you’re off on the right foot.
How will I know if I need a Marketing Mentor/Consultant?
You need a Marketing Consultant when you want to build your business by;
improving relationships and loyalty with your current clients
attracting new customers
or want to expand into new markets
You may not know which goals should be set within the business and you may need help to set well-defined goals which in turn will require a solid strategy and marketing plan with both short- and long-term goals.
You’ll possibly need help monitoring key metrics to measure your success, as you may be uncertain which key metrics should be measured or are unsure about how your current marketing efforts are working for you.
What is the difference between a Marketing Strategy, Plan and Calendar?
A lot of people get mixed up with all three or do one instead of all of them.
The Strategy (is the what)
is a set of goals you would like to achieve in or with your business
A Plan (is the how)
is the actions you are going to take to achieve the goals you have set
A Calendar (is the when)
is the organisation of your plan and how you are going to execute it
Sometimes what we think we need, isn’t actually what we need.
Which is why you should speak with a Marketing Consultant to get some guidance on your thoughts and ideas.
What does a Marketing Mentor/Consultant do?
The definition of a Marketing Consultant…
…is someone who assists marketing managers and directors in coming up with focused branding, positioning, and marketing tools for each product or service. Working within the client’s budget to produce effective promotional materials and advertising opportunities. Tracks sales and feedback and adjusts marketing strategies as necessary. (From Wikipedia)
A Marketing Consultants’ role is to come into your business, learn about you and your company quickly, along with what you would like to achieve with it and put a strategy, plan and/or calendar into place and help you implement it (if you require them to do so).
Some Marketing Consultants…
will get hands-on within your business, depending on their skill set and how involved you would like them to be
won’t do the work for you, but will find the right people and bring them together to enable the implementation to happen
The role of a Marketing Consultant is to:
create a strategy, plan and calendar for you or your team to work from based on what the business goals are
keep you on track and accountable to help you take action and achieve the results you want
ensure you are implementing the plan and calendar by hitting the deadlines set
be there for you when you need their support
give you plenty of new ideas
bounce your ideas off them to make sure they are in line with your strategy
bring their experience to your table
Most marketing consultants will work with you for a set period of time or within a project you have and/or project manage your plan for you or with you (depending on the size of your team)
They should also tailor your strategy and plan just for you and your business.
There is something you really need to know…
…all marketers have not been made equally!
There is no blueprint or shortcut for every business to just put in place.
What do I mean by that?
Here are 3 things to think about, which will help you choose the right marketing consultant.
1. Which skill(s) do you need your Marketing Mentor/Consultant to have?
Every single marketer has different skills, qualifications and experience within the field of marketing, which means their understanding of marketing isn’t the same. Also, the type of marketing they do and HOW they do it will be different.
Let me put this another way. Have you ever said something to someone, and they have replied in a way you didn’t expect or didn’t reply at all? This could be because their understanding of what you said was different to what you meant and or their understanding of it. Otherwise known as “Semantics“.
It happens to the best of us! Communication breaks down, which is where expectations and understanding goes out the window.
For example; a consultant who has spent a lot of time within the traditional side of marketing may not have as much experience within the digital arena. If they do have digital abilities, what kind do they have? Web, S.E.O., or Social?
If Web, where they an account manager (client facing), a designer (design and user focused) or developer (coding)? All of which have a very different skill set, each with their own merits.
Let’s go further into it…
There are Marketers who are;
self-taught and started up their own business to help others based on work they have done for someone else
tag it onto their current offering
have all the qualifications but no hands-on experience or results to show for it
haven’t got qualifications but started when the Internet was in its infancy and climbed there way up the ladder
a mixture of all of the above
All of which could be really good and really bad at what they do.
Do you see where I’m going with this?
Please bear in mind, I’ve not written blog to poo poo how people have learnt or deliver marketing. I’ve written this so you can see we are not all bad people and that we are ALL different.
Stick with me, all will become apparent!
2. What kind of marketing help do you need?
Before thinking about working with a Marketing Consultant, you need to think about the type of work, help or support you are looking for, so you can identify the right person or company for the job.
Here is a list of a few marketing methods. Which do you need help with? (If it isn’t mentioned, jot it down on your note pad to save for later)
Is it a strategy, plan and calendar that you need? Do you need to start from scratch or review what you have and go from there?
Someone to do your social media for you (hands on) or show you how to do it better (deliver in-house social media training)?
Do you need someone to keep you accountable and ensure you get everything done inline with your strategy and business goals?
To work with your and “hold your hand” so to speak?
Implementation? Want someone to implement everything for you? – some Marketing Consultants can do this, but probably via third parties and introductions (depending on their skill set) These type of Marketing Consultants know exactly where their skills and weaknesses lie and bring in the experts instead of trying to do everything themselves.
A website review, rebuild or S.E.O (Search Engine Optimisation)?
Look at your Ads on Facebook or Google
Obviously, depending on what kind of help you want depends on who you take on to work with.
It could be all of the above and more but the point of this is you for you realise WHAT kind of help you need before looking for a consultant to work with. When you know what you need, its easier for them to help you.
The marketing consultants who stand out will be the ones who have the particular skill set and experience you need!
What are you expecting from working with this Marketing Consultant?
The final thing to think about is your expectations. What do you expect from the marketing consultant, the marketing itself (when implemented), yourself with regards to how much you are going to commit?
You need to set those before your initial chat or meeting to ensure you know what you want from the new relationship you are about to make and that you are with the right person.
If you expect nothing from somebody you are never disappointed. ― Sylvia Plath
This is generally where the problems have occurred in the past. Expectations that were set (or assumed) and were not met. So, to help you choose the right person, set your expectations but bear in mind they may not be realistic and please don’t take that the wrong way.
Most things can be done, but they could take more time and potentially more budget, depending on which activity(s) we are talking about.
The biggest thing to you need to make sure is that you don’t assume certain things come as standard.
When setting expectations for yourself and others follow these steps;
Make them clear for yourself. Know exactly what you want from the relationship you’re about to go into.
Understand why you need these things. Why are they important to you? Is it a deal breaker if they cannot do X,Y or Z?
Meet and discuss them with your team and the marketing consultant you are meeting
Write them down and take them with you to your meeting
Seek clarification to ensure they are accepted or not
Get agreement and commitment from the people you are about to work with
The marketing consultant you choose should also do the same for you and should go through your expectations with you to make sure you’re all singing from the same sheet.
If your reason is because of working with someone in the past that didn’t work out, the reason why it hasn’t worked out is because your promises were not met.
Set them from the beginning so you have a base to work from.
Now you know when you need a Marketing Consultant, what they can do for you and your company and the difference between a strategy, a plan and a calendar answer these 3 questions to help you choose the perfect Marketing Consultant for you. It’s not an easy task but something you should do the research on, so you are in the right hands.
Here are the 3 steps again:
What kind of marketing help? – Understand the type of help you require. List it out so you have a clear idea.
Which skills do you need? – Ask the person or company involved the skill set(s) they have to ensure they fit in with the needs of your business
What are you expecting? – Set your own expectations so you are clear on what you want from the people you will be working with
Clarity is something we search for daily. When you have it, its easier to move forward.
I hope this blog has helped you gain more clarity on choosing the marketing consultant for you.
How can Koogar help you and your company?
Most of the time we sit with potential clients who are looking for Social Media help or a Marketing Plan as they believe they are not utilising it as best they could. This could be for a number of reasons; for example; they haven’t got the time, are unsure of what to say or how to find the clients they are after.
They are also after brand awareness because no one in the local or surrounding areas know that they exist or they want more business.
Our clients want to be seen and found when they are needed by their perfect client.
ALL businesses are different and as I’ve mentioned before, there isn’t a blueprint out there that will help you get what you want however there are process and exercises that every business needs to go through to get the results they are after.
The way in which you complete those process and exercises are different for the type of business you have and the results you want.
Marketing doesn’t get you business, marketing gets you awareness. It’s what you do with that awareness that then gets you the business!
At the end of every year, it is only natural for us all to look back on the year we have just had and forward to the year we strive for, personally and business wise, especially when you are a Business Owner, MD, Director or CEO.
We want to reflect to see if we achieved what we wanted to for the last 12 months as well as remember what happened to us during the year.
If it was positive or negative.
Generally, we always remember the negative, which is why reflection and planning is a great thing.
Remembering your past year helps you see where you have come from (past) and to (present) and where you would like to go (future).
We also look forward to the future to plan for our days, weeks and months ahead for the new year. Working out if we want to carry on with our unactioned goals or make new ones in their place. At times, whilst we do this, we also scorn ourselves for not achieving more or being more in hope that the new year will be different and bring the fruits of our labour.
During the festive break I listened to a Podcast which inspired me. It said;
Are you making probable goals or possible goals?
Probable being goals you know you can achieve by a certain time.
Possible being goals that are possible but probably not within the next year.
They went on to say that “anything is possible”. Which is true.
Here’s what happened next…
I took this quote and thought about it more.
The meaning of possible is “able to be done or achieved”.
Yes, anything is possible!
But the question I asked myself was… Have I been setting possible or probable goals?
The answer is, I haven’t been setting goals that are possible I have been setting probable goals. Ones I believe I can achieve. Some of them I don’t finish or even start them due to a change in priority or that age old excuse of time.
When I read, listen or watch something, generally I remember a few key parts which I want to action. I believe there is no point in learning lots of new things if you don’t put that learning into action.
So, moving forward, if this is the “one thing” I take away what am I going to do about it and or because of it.
Which got me thinking…
Something that Gary Veynerchuck said in a book and in many videos. It’s not about achieving the goal (or in his case, buying the New York Jets).
It’s about the journey, not the destination…
Christmas Eve 2018
On Christmas Eve I went live into the Integrated Marketing Society. Koogar’s free group for Business Owners and Marketing Managers wanting to get ideas, inspiration and motivation to market themselves better.
I went on to ask the following questions in the group. 11 questions to help the members reflect on 2018 and plan for 2019…
Q#1: What went well in 2018?
What did you do really well, what went well? Sometimes we don’t actually ask ourselves that question. To be fair, most of the time we don’t ask that question to ourselves. We remember all the negative stuff, but we never actually say, “You know what? I’m going to pat myself on the back, I actually did X, Y and Z. amazingly well!“
Q#2: What surprised you the year?
What came out of the woodwork that you were just like, “Oh my god, isn’t that amazing?”
What opportunity landed on your desk?
It could be a negative thing, let’s say. It could be that a relationship ended or you had an amazing opportunity that came up and just changed the way in which you do business.
#Q3: What did this year teach you?
Did it teach you good things or bad things?
Did it teach you that you’ve got bad habits?
Did it teach you that you need to do more with something or someone?
Sometimes we don’t realise the lessons that we’ve learned over the year until we reflect.
I’ve certainly have learned some lessons over this year and have done every year I have been in business.
They help you become the person you are. They make you stronger. They make you more resilient to change.
#Q4: What have you observed? What have you noticed?
Have you seen a trend that’s happening? Is there an attitude or an arrogance? What’s going on within your location, industry or network?
Have you noticed that the way in which you do business has changed or your attitude toward your business has changed? Have you grown in a different way?
Q#5: What needs to be left behind?
There is some stuff this year that you just need to park, bury or just throw away.
Whatever it is, write it down.
Is it an attitude that you have towards yourself, towards other people?
Is it a relationship?
Is it something that’s just not working for you and you think, “I need to change the way in which we do this.
Q#6: Finish this sentence off > 2018 was a year of … What?
2018 was a year of … What? Was it a year of pain?
Was it a year of great business, great relationships, amazing opportunities? Was it a year of learning?
All of these questions actually you can utilise for yourself personally as well as for your business.
These six questions are questions that are all about last year (in this case 2018 and how it served you).
Has it served you well? Did you enjoy it? Did you not enjoy it? What could you do better? What could you change? Think of all the positives, it’s not about looking at the negatives and regret and worry and putting yourself down. We are already hard on ourselves.
This is about saying to yourself, “Okay, this is where I am, and this is what’s got me here.”
Just take a moment to have a look at and observe what happened to you over the last 12 months.
Q#7: Where do you need to go next?
Where’s your journey? Where is it going to take you? This is all about 2019.
Where do we want to go? What do we want to do? Who do we want to do it with? What’s next? Where is your next step going to take you?
Is it still in the same thing that you’re doing now or is it in something completely different? Is it something that you want to add/tag onto what you’re currently doing?
Q#8: What are your top business goals for 2019?
What are your top business goals for 2019? Do you want to triple your profit/turnover, or do you want to get fifty or a thousand more clients?
Do you want to take on a new member of staff? Do you want to take on a PA to just help you do all those little bits and pieces that you don’t really want to do?
REMEMBER: create possible goals not probable goals!
Q#8a: Have you ticked off the business goals that you wanted to achieve last year (2018)?
I’m assuming that you created some last year, but have you ticked them off?
The reason why I’m asking this question is because sometimes we need to look back to see how far we have come.
Some of the goals you set haven’t been achieved, like I said before, due to priorities and opportunities that have arisen. Just check on what you set yourself last year to see how well you have done against them.
Q#9: What do you need to learn in 2019?
Is there something new that you need to learn? Is it a new piece of software or technology? Is it a new behaviour, sales or marketing?
Do you need to learn how to market something in a particular way? It could be that you want to learn more about Social Media or that you want to learn more about your website and how it could work better for you. *Check out our events
What do you need to learn in 2019 and where do you need to go to learn it? Can you do it online? Can you go to a course? Can you go on a conference? Where do you need to go to learn it?
Q#10: Finish this sentence off > 2019 will be the year of …
What does that look like? You will do, be, have or want what?
Is that part of your goal or is it something different, something separate to what you want to do?
Q#11: Finish this sentence off > In 2019 I will do more of …
This could be personal, or business related…
What will do you more of in the new year and how is it going to affect or help you achieve the goals you are setting for yourself and others?
So, there you have it… 11 questions.
Every single person I know is already looking at their goals for 2019, if not completed them already. If you haven’t done them that’s cool. The time is now.
What one word will you take into 2019?
2017 was the first time I choose a word to take into the new year and it was “commitment”.
Commitment to my business, myself, my sport (rowing), my squad, my relationships.
What is the one word you will be taking into the new year?
I’ve realised that my word for this year (2019) is “Consistency”.
Consistency in the gym, our own marketing, the way I do business, food choices.
Have a think about what is it that you want to want to achieve over the next couple of years, not only just for 2019 but in the next couple of years.
Since November, I’ve been looking at my 1, 3 and 5 year goals helping me to plan my future not only in business but on a personal front too. Where will you be in 5 years’ time and are the goals you are writing down today moving you towards them or away from them?
I have answered these questions myself over the last few days, personally and professionally.
I listened to some music whilst I did it and also, I did it with someone else. Once we finished, we then read them out to each other and talked them through. It was powerful and emotional I can tell you.
This is what I listened to whilst answering these questions:
Reflecting and planning enables you to see where you have been, know where you are today and project where you are going in the future.
Without them, you will keep doing what you’re doing without knowing how you are doing, if you are doing it as best you can or how to progress.
The final step!
A lot of our thinking happens below the surface of consciousness and we may not be fully aware of what we think or how we think on a regular basis as it can become habit. Therefore, conscious thinking, reasoning, and logic can only get you so far in self-improvement.
Using rituals, you can suggest thoughts to your subconscious mind without needing to access it directly.
The final step is a 5-step process
Write down all the negative things on a piece of paper
In turn read them out loud
Set them on fire
Watch them burn and float away
This may sound strange and maybe something you’ve not done before but it’s very enlightening.
Reflecting and planning can be hard and a sobering process, but it allows you to leave some things behind that you don’t need to take into the new year.
Feel free to leave a comment below to let me know how you get on, what you noticed when doing it, how you felt and what you are going to do because of answering these questions.
ALL large projects are built upon their foundations.
For example, a Japanese skyscraper has earthquake proof foundations to ensure it can cope with the frequent earthquakes in Japanese cities such as Tokyo.
Your marketing should be as considered as this, because unless you have the RIGHT foundations in place, your marketing strategy WILL NOT be able to cope and change with environmental disturbances that come regularly in business.
Some of the changes I’m talking about may be:
All of the above could cause HUGE issues for a marketing strategy that has not been effectively developed with the proper foundations in place. Additionally, unless your company has a well thought-through marketing strategy it is likely that your marketing communication will be VERY general and unfocused, leading to untargeted, expensive and ineffective marketing communications.
It is key for business owners and marketing managers to understand what the foundations are within your own business and then to ensure you undertake the research and hard work needed for the businesses foundations to be put into action.
The marketing FOUNDATIONS are:
F – Focus
Find your businesses focus, this is a great way to start your quest for better and MORE effective marketing. The most successful businesses have identified a gap in the market and they are VERY focused upon what that niche wants, needs, desires, complaints, fears etc are.
So what is your businesses niche and how can you exploit it more effectively?
O – Out Compete
Linked to the business focus, it is essential for all businesses to consider EXACTLY how they are out-competing their competitors
This NEEDS to be communicated through your marketing, and some market research on your current customers can be very useful during this stage. You may not recognize the elements of your service that add huge amounts of value, in the eyes of your customers, such as effective customer service, efficient response rates and friendly customer engagement.
U – Up- to-date
One issue many firms have is that they will produce and implement a marketing strategy, that may be effective – But the marketing world is constantly changing. Therefore your marketing must be continually updated to ensure it is still as relevant and as effective as possible.
Take a look at your marketing every 90 days to see if you are on track with your business goals!
N – Nurture Process
This relates to the idea that it is much easier to retain customers, than to attract new ones…
They should already know how good you are!
It is crucially important for all businesses to nurture the customers that they already have. Don’t be so concentrated on gaining new customers that you forget the customers that you already have…that is a sure fire way of losing clients.
Nurture them, look after them, make them feel wanted…
You may be able to cross-sell to them or even up-sell, which could be the equivalent of a new customer. This also relates to the sales process, and how you can nurture potential customers to ensure they are pulled through the sales funnel and become clients.
D – Decision Making Process
Consumer psychology is a key consideration for all businesses, as if we as marketers can get inside the consumer minds and walk in their shoes and understand the process by which they actually make a decision, then impacting that decision is much easier.
The decision making process has 5 stages, and each is an opportunity for your firm to influence the consumers in a positive way.
So how are you influencing your consumer’s decision making process?
A – Audience
Linked to the section above, the better you understand your consumers and your perfect customer, the more effective and focused your marketing can be. Therefore, by properly thinking about your target audience, what they do, what they’re like, the clothes they wear, the jobs they have, you can develop a deeper understanding of their behaviour and activities and thus engage with them more meaningfully and on a more frequent basis.
We have written a Digital Course on how to find and understand your AUDIENCE. You can find more information on our Digital Courses page.
Firstly, responding to current customers and potential customers as quickly as possible is key as it gives them a quality cue, that you are a firm who is efficient and effective in their activities.
Don’t keep your customers waiting.
Timing for email marketing is also key, as sending out and email marketing email at 5PM on a Friday would not be the most effective use of time and money, because everyone will be in the pub.
Furthermore, it is well-known that the timing of social media posts can also have a hugely significant impact upon their analytics. Therefore, while timing might seem simple, it is essential that firms consider it and produce an effective editorial calendar that takes timings into account.
I – Integration
Now THIS is where Koogar are specialist and it is truly essential, as users need and expect congruence and consistence between ALL of your marketing elements. If your offline and online elements and messages are not integrated your customers WILL notice.You will be sending out a range of
You will be sending out a range of mixed messages meaning your marketing will not be focused, which can have detrimental effects upon your success. We all want our brands to be recognised.
O – Outline
You need to outline exactly what you want your marketing communication to do for your business and outline a number of achievable objectives with set time frames – Ensure that the focus outlined above is integrated into this outline.
N – Numbers
Within marketing, one of the most common complaints from businesses who don’t have their FOUNDATIONS in place is that they don’t know which part of their marketing is working.
This is a numbers problem.
If you implement a proper strategy centered on the integration of measurable marketing communication tools, budgets and analytics then they would know exactly what money is being spent effectively.
Consider how the numbers look, and only continually invest in strategies that are actually economically effective for you and your business.
S – Strategy
Finally, once you have considered all of the above elements you will now be ready to create a well-focused, engaging and effective marketing strategy that is robust and responsive to the inevitable environmental changes.
Overall, this highlights the importance of having the marketing FOUNDATIONS in place BEFORE an effective marketing strategy can be developed.
So do you have your marketing FOUNDATIONS in place?
Marketing is the process whereby companies identify, anticipate and satisfy consumer wants and needs in a profitable way. Identifying consumers can be the first real issue, but once the company has identified their target audience and developed a following, it is important to understand them effectively, as if they can understand the way in which their consumer behave then meeting their wants and needs is much easier!
One business process which a number of well-known brands have begun engage in to make this understanding stage much easier is co-creation. This is where s collaborate with their consumers, to produce a product or service which is more thoughtfully aligned with their consumer’s needs. This is not only effective because it aids understanding, it also increases engagement with the brand, which is key for the development of long lasting consumer relationships.
There have been a few very successful examples of co-creation, which have effectively utilized the two main benefits discussed above, while also communicating an attentive approach in terms of consumer opinions. When implemented effectively co-creation can become a key part of any businesses marketing mix.
Boeing, for example implemented innovation through a co-creation scheme for their Boeing 787. This scheme invited consumers to help them design their newest air craft, in the hope of producing the most customer-centered air craft ever produced. In total over 20,000 people contributed to the creation of this product, leading to increased buzz around the product when it was launched and a product which genuinely considered consumers wants and needs in its design.
Coca-Cola also implemented a co-creation campaign back in 2012, when their advertising team were struggling to generate a truly original idea for their newest TV advertisement. So they launched a large-scale competition that called on Coca-Cola fans to produce their most create and original self-shot advert, claiming that the winner would be shown across their communication channels.
The winner of the competition showed a small child collecting glass Coca-Cola bottles and then transporting them to the beach where they were used to produce an amazing natural organ of sorts.
This was an example which highlighted the benefits that can be gained from co-creation, as this hugely original advertising concept would have never been thought of by a coca cola employee. Furthermore, it had a green/sustainable element to it, which Coca-Cola and a number of other large-scale companies are constantly trying to communicate.
While this might feel like a strategy which is most suitable for large-scale company’s, there are a range of different smaller scale ways in which SME can also implement co-creation initiatives. One key tool which SME’s can utilize to support the introduction of co-creation into their service is social media. As, social media can be used to communicate with consumers and let them know that there are co-creation opportunities, what they are, how they can be found etc. But what types of co-creation can small-scale businesses introduce?
Firstly, competitions, whereby consumers get to provide their opinion and influence the decisions that the company makes. Examples of this might be posting an Instagram picture of four different dishes and asking the consumers to decide which dish they want to see on the specials board that evening. Their votes could be cast through the number of hashtags in the comments for each dish, or a poll could be attached in the caption. Small scale implementations such as this take very little effort, but consumers appreciate and engage with activity of this kind, leading to much stronger relationships developing between consumers and brands.
Product and experience co-creation
Another way in which small-scale companies can co-create is by offering a highly customised service, whereby the consumers decide what they want. This is seen as the company and the consumer co-creating the product together, as the consumer can decide which factors they want and therefore do not have to compromise in any way. Small scale businesses can offer this sort of service in a number of ways, as for example, as small coffee shop might consider their consumers’ needs and consequently offer a wide range of different teas, coffees, cakes etc, from which the consumer can co-create their perfect experience.
Tied into this experience based co-creation can also be the music, and some businesses are even implementing systems whereby the customers can decide which music they wish to listen to, therefore not only making to goods customisable, but also a number of experiential elements.
Overall, co-creation is about seeing your customers as a source of innovation, excitement and inspiration, instead of an unreachable annoyance. As, once companies introduce co-creation into their marketing mix they will quickly recognize the huge benefits both in terms of engagement and consumer understand that they will gain. Leading to more effective marketing, and consequently increased revenue and profits.
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