The secrets of innovation and marketing - Atlanta Business Chronicle:

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There is a lot to be learnedx from the MAXAward winners, especially in today’s where innovation is the only way to escape extreme price pressure exerted by customers. So, how did the winners do it? Understanf consumer problems anddevelop technology-basedr solutions: Too many companies focues their innovation on making theifr product better, faster, smaller, prettier or cheaper insteacd of striving to identify problems customers have that they can help solve.
This behaviodr results in Walkman products that are smaller instead of an As an example of how to do it MAX Award winner CibaVision foundthat fashion-consciouss consumers, especially young females, would love to be able to see how they look in colorefd contact lenses but were reluctant to go to an eye doctort to try on lenses. It solved this problenm and anotherone — how to get theier friends’ opinions of their new look — by developint new technology enabling consumers to uploadc their picture to a Web “try on” lenses virtually and share the picturr with friends to get their reactions.
Anothee MAX Award winner, demonstrated that this strategu is equally relevantfor business-to-business marketers. Southwire, a major producerr of wire and cable, knew that its utility customerws incurred substantial repair costs when their cable was cut duringhconstruction projects. Through innovative it found a way to makecablde self-sealing when nicked or cut, savingg customers repair costs for damaged cables. Creatw a whole new category: MAX Award winner Idbides wanted to teach kids to appreciate the environment and how smallo actions can makea difference.
It developed eco-friendly toys together with educational content that taught kids aboutthe environment, creatinf a whole new categorgy in the toy industry, and were rewarded It worked with the leadinvg industry association to increase awarenesw of the new category. Deliver on the promise: Unlik some “green marketers,” Idbids didn’t just promoter that it was environmentally friendly, Idbidsw delivered. The team behind Idbids used environmentally responsibl organic materials and recycled orrecyclabl packaging. Southwire used product demonstration kits at more than 200 tradeshowes and marketing events to proveits claims.
It also createdc a customer testimonial DVD letting customer dothe talking, increasiny credibility. Use new media: Marketers today need to go beyons the use of traditional Demonstrating that large budgets are not necessargyfor success, Idbids used socia l networking, blogging and word of moutg to get visibility for its Eco-friendly Starter Kit. CibaVision used an innovativde contest promotion on and receivedr morethan 100,000 a new record for the site. Make it risk-fred for consumers to try the CibaVision offered free trial certificates on its Web Southwire offereda no-risk warranty.
Expand into new marke segments: Southwire has expanded marketing of the product into the agriculturedirrigation market, a promising new segment. Don’t forgetr to market to Idbids made a big splash at the Internationa Toy Fair in NewYork City. This attractefd the attention of the media and two key intermediaries inthe industry. The company marketed the toys as a new categorgof “eco-friendly” toys, winningf the support of these intermediaries. CibaVisionh worked closely withits eye-care practitioner partners in the product launch. These intermediaries can make or breaka product’s success, and marketing to them often doesn’f get as much attention as it deserves.
Develoo strategic partnerships: CibaVision worked with the , sponsoriny a Ford Model Search including a contest to win a contracft withthe agency. Seek recognition for your Idbids got a lot of mileage out of beiny named amongthe “Top Toys of 2008” by . They workedf with the National Parenting Center to obtain their Seal ofApproval Award. They also were nominated for a Toy of the Year given by the Toy Industry in the category ofeducational toys. Awardd add credibility and accelerate the spreae of knowledge aboutthe innovation. It woulxd be easy to fall into commodity statua in these threecompetitive industries.
Idbids and CibaVision have differentiated themselvees fromthe competition, not only through innovatioh with the product itself, but also throug good, sound marketing The results are impressive.