What is Innovation and how can you effectively use it in Marketing

Innovation is a word that is grossly overused by corporate Marketing departments. Sure it is a catchy term that makes a company sound interesting, but are they really innovative? Or […]

Innovation-DefinitionInnovation is a word that is grossly overused by corporate Marketing departments. Sure it is a catchy term that makes a company sound interesting, but are they really innovative? Or is it just another buzzword in their repertoire? What is truly innovation and what makes a company innovative?

Henry Ford once said (although it has not been proven that he said this), “If I had asked people what they wanted, they would have said faster horses”.  We all know Henry Ford was a great innovator of his time and whether or not he actually said this, it has a lot to say about innovation. He is basically saying the voice of the customer is not important when it comes to delivering innovation.  IMHO, this is only partly true.  It is true that people do not often know what they want, however, they clearly know their problems/challenges. The customer will tell you important information that will allow you to innovate.  Without it you are just guessing!

What is innovation?

Innovation is when your products and/or services you offer the market solve a problem.  It is that simple.  The only way you can tell if you truly innovate, is when your actual customers tell you. And believe me, they will tell you, you do not have to tell them!  The key in Marketing is to get your customers to not only tell you, but tell others!

How to effectively use innovation in Marketing.

When you know your products and/or services are innovative, because your customers have told you, you need to enable them to tell others…sell by example.  There are numerous tactics that you can leverage to do this, but it HAS to be genuine!  Here are a few tactics I have used recently:

  1. Simple, to the point, case studies written by the customer
  2. Recorded interviews with the customer (Video)
  3. Dialogue in your online user community regarding problem/solution (an online user community is a must)
  4. If you do attend tradeshows, your customers should ALWAYS be involved to tell their story

I have had great success with these and it has enabled our customers to be our best sales team. In order for you to do this for you organization, you should first make sure you are solving problems and then you should make sure you engage your customers to build long lasting relationship that will be mutually beneficial fling forward.

Thanks for reading.

 

 

 

 

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