Comments on: The Art of Being Perceived as an Innovative Mind in Marketing http://jfbelisle.com/2010/01/the-art-of-being-perceived-as-an-innovative-mind-in-marketing/ E-Marketing, Technology and Entertainment Thu, 29 Jul 2010 22:59:20 -0700 http://wordpress.org/?v=2.8.6 hourly 1 By: Jean-Francois Belisle http://jfbelisle.com/2010/01/the-art-of-being-perceived-as-an-innovative-mind-in-marketing/comment-page-1/#comment-491 Jean-Francois Belisle Fri, 05 Feb 2010 01:53:55 +0000 http://jfbelisle.com/?p=1117#comment-491 Thanks for commenting Emilie. It's about the customer's point of reference, which in most case means its previous experience. Thanks for commenting Emilie. It’s about the customer’s point of reference, which in most case means its previous experience.

]]> By: Emilie Poirier http://jfbelisle.com/2010/01/the-art-of-being-perceived-as-an-innovative-mind-in-marketing/comment-page-1/#comment-474 Emilie Poirier Wed, 03 Feb 2010 01:50:14 +0000 http://jfbelisle.com/?p=1117#comment-474 I want to comment the following expression : «Was the concept really innovative? No way. Was it perceived as innovative? For sure.» You touch a really important point I think, cause the importance is not who was the first, but who the customer think it was. Also, even if you're second, if you improve the idea, it can be considered as innovative. I want to comment the following expression : «Was the concept really innovative? No way. Was it perceived as innovative? For sure.» You touch a really important point I think, cause the importance is not who was the first, but who the customer think it was. Also, even if you’re second, if you improve the idea, it can be considered as innovative.

]]> By: Jean-Francois Belisle http://jfbelisle.com/2010/01/the-art-of-being-perceived-as-an-innovative-mind-in-marketing/comment-page-1/#comment-468 Jean-Francois Belisle Mon, 01 Feb 2010 20:14:58 +0000 http://jfbelisle.com/?p=1117#comment-468 Hey Diana, thanks for your nice and detailed comment. I like your argument that it is way much easier to put ourselves out of our comfort zone when we know that we’re dealing with people we won’t meet again. I also like your use of the word “corny”. However, I have to say that sometimes “corny” ads are a good fit between “corny” brands which target “corny” consumers, even though I’m pretty sure that no ad agency would benefit, in terms of reputation, from being linked to those ads. Finally, your Swiffer example is interesting, since it illustrated a situation where the first-mover advantage can be largely reduced by bad targeting and also poorer marketing mix expenditures. Hey Diana, thanks for your nice and detailed comment. I like your argument that it is way much easier to put ourselves out of our comfort zone when we know that we’re dealing with people we won’t meet again. I also like your use of the word “corny”. However, I have to say that sometimes “corny” ads are a good fit between “corny” brands which target “corny” consumers, even though I’m pretty sure that no ad agency would benefit, in terms of reputation, from being linked to those ads. Finally, your Swiffer example is interesting, since it illustrated a situation where the first-mover advantage can be largely reduced by bad targeting and also poorer marketing mix expenditures.

]]> By: Diana Tat http://jfbelisle.com/2010/01/the-art-of-being-perceived-as-an-innovative-mind-in-marketing/comment-page-1/#comment-452 Diana Tat Fri, 29 Jan 2010 22:46:37 +0000 http://jfbelisle.com/?p=1117#comment-452 I am with what you are saying here. I actually think that it is a must to be able to get out of our comfort zone in order to stand out and/or get what we want or need, whether we are looking for a job, developing a media plan or basically anything else. So, it is definitely required for innovative thinking. It is quite a difficult task to achieve, but totally worth it. Your example of an 40-year-old going to a hip hop concert is excellent. Let's imagine the worst case. Chances are the young crowd will look, point and may even laugh at you, which could be very embarassing. But when you think about it, what do you have to lose? You probably won't meet those people again in your life, unless they precisely remember your face, but odds are that they won't. In the end, your goals will be achieved and that's all that matters. As for the second point, there is indeed a lot to learn from campaigns that are designed and presented in other countries. Each corner of the world has its own culture and identity and there is nothing more enriching than to explore those differences. Yet you are right regarding our national television! When I think of corny ads like ShamWow, it makes me wonder: is there a lack of marketing innovation in our country or is it Canadian consumers who aren't ready for real marketing innovation? You also made a good point when you talk about targeting the audience. Sometimes, being the first isn't as glorious as being the second if we don't target the audience correctly. The best example: Swiffer wasn't the first to come out with the idea of the 'Swiffer', it was actually Rubbermaid, but they failed in targeting the consumers. Swiffer is yet considered very innovative. I am with what you are saying here. I actually think that it is a must to be able to get out of our comfort zone in order to stand out and/or get what we want or need, whether we are looking for a job, developing a media plan or basically anything else. So, it is definitely required for innovative thinking. It is quite a difficult task to achieve, but totally worth it. Your example of an 40-year-old going to a hip hop concert is excellent. Let’s imagine the worst case. Chances are the young crowd will look, point and may even laugh at you, which could be very embarassing. But when you think about it, what do you have to lose? You probably won’t meet those people again in your life, unless they precisely remember your face, but odds are that they won’t. In the end, your goals will be achieved and that’s all that matters.

As for the second point, there is indeed a lot to learn from campaigns that are designed and presented in other countries. Each corner of the world has its own culture and identity and there is nothing more enriching than to explore those differences. Yet you are right regarding our national television! When I think of corny ads like ShamWow, it makes me wonder: is there a lack of marketing innovation in our country or is it Canadian consumers who aren’t ready for real marketing innovation?

You also made a good point when you talk about targeting the audience. Sometimes, being the first isn’t as glorious as being the second if we don’t target the audience correctly. The best example: Swiffer wasn’t the first to come out with the idea of the ‘Swiffer’, it was actually Rubbermaid, but they failed in targeting the consumers. Swiffer is yet considered very innovative.

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