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Marketing Innovation Keys to Open Innovation Success Jeff Boehm Chief Marketing Officer Invention Machine

Marketing Innovation: Keys to Open Innovation Success

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To build a groundswell of awareness, support and demand for your innovation initiatives - you need to establish a strong internal communications program.

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Page 1: Marketing Innovation: Keys to Open Innovation Success

Marketing InnovationKeys to Open Innovation SuccessJeff BoehmChief Marketing OfficerInvention Machine

Page 2: Marketing Innovation: Keys to Open Innovation Success

Key Points

Successful open innovation requires a strong internal innovation framework

Processes, information and communities should be integrated as three key ingredients for innovation

Innovation success requires internal communications

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Page 3: Marketing Innovation: Keys to Open Innovation Success

Internal Innovation Foundation

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Page 4: Marketing Innovation: Keys to Open Innovation Success

Innovation Challenges

Innovation remains an ad-hoc process• Forrester: CEO’s are clamoring for continuous vs.

ad-hoc innovation to stay ahead of competition

Knowledge is hidden in plain sight• IDC: Knowledge workers are failing in their quest

to obtain the information they need

Innovators work in isolation• Harvard Business School: Traditional innovation

approaches are outdated – firms must develop the ability to collaborate

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Page 5: Marketing Innovation: Keys to Open Innovation Success

An Innovation Ecosystem

Innovation remains an ad-hoc process• Forrester: CEO’s are clamoring for continuous vs.

ad-hoc innovation to stay ahead of competition

Knowledge is hidden in plain sight• IDC: Knowledge workers are failing in their quest

to obtain the information they need

Innovators work in isolation• Harvard Business School: Traditional innovation

approaches are outdated – firms must develop the ability to collaborate

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Communities

Information

Innovation Activities

Get the right information

within the right time

Capture & reuse expertise & new intellectual capital

Work collaboratively with repeatable & effective

methods

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Deploying Innovation Internally Positioning• Make it relevant• Show success

Promotion• Make it obvious

Calls to action• Make it easy

Sustaining momentum• Make it stick

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Commencing today, you will INNOVATE!

MANDATE

X

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Positioning – Make it Relevant

Value Costs Timeline Results …

What does it mean to me?

How does it fit into my current role?

Who else is on-board?

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Audiences

User CommunitiesExecutives

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Positioning – Make it Relevant

In context Meaningful

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(examples removed due to confidentiality)

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Positioning – Make it Relevant

Voice of the user

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(examples removed due to confidentiality)

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Promotion – Make it Obvious

Use all available channels Drumbeat – not one-off• A rolling roadmap/ project plan

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(examples removed due to confidentiality)

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Promotion – Make it Obvious

Use all available channels Drumbeat – not one-off• A rolling roadmap/ project plan

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Badges

Staff meetings

Tchotchkes

Tent cards

Wiki

Magazines

BlogsTech fairs

Posters

Email

Intranet

LCD DisplaysNewsletter

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Calls to Action – Make it Easy

Clear instructions to learn more and engage

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(examples removed due to confidentiality)

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Sustaining Momentum – Make it Stick

User Communities Regular communications

(examples removed due to confidentiality)

Page 14: Marketing Innovation: Keys to Open Innovation Success

Key Points

Successful open innovation requires a strong internal innovation framework

Processes, information and communities should be integrated as three key ingredients for innovation

Innovation success requires internal communications• Positioning – make it relevant & show success• Promotion – make it obvious• Calls to action – make it easy• Sustain momentum – make it stickPage 14