Great business can be made when you are able to communicate your innovation as the ’New Normal’. The European commission has now awarded the Swedish to be the top European innovators with Skype, Spotify – and Ikea.
It is not easy to introduce a new approach to the consumer’s everyday life, but the Sweds succeeded in doing so! Let’s learn (after feeling sorry for ourselves for 1 minute 🙂 that innovative business also needs to change the life patterns of the consumer.
Talk, show and challenge
It is not only about a brand campaign doing strong, but it also demands public discussion both live and virtual. At all levels of (non)expertise, to effect consumer’s attitudes and conceptions. And here, public discussion counts as well the Top National Media as the smallest on-line-community.
This is the very thing that differents the true innovations – and in this case it was the Swedish innovations – from those hundreds and thousands of ideas and products pouring daily in to the marketplace. No matter how genius gadget, program or service you have come up with, if there is no desire and demand for it. Attention and attraction to something that hasn’t existed in your entire life can not be made through a fancy banner campaign. Even thoroughly tested and tracked.
Test, use and again – talk
Most successful products (may it be an item or a service) have been tested within a minor circle first. Only with real users you can start to tamper towards the enhanced user experience, interface routines with the real life and/or scientific testing. All this demands long-haul planning, media and stakeholder group relations and great confidence on the end product. Having faced these phases, you and your stakeholders already have come up with the ’New Normal’ phrases on the usage, the greatest moments and the most common questions and hence you can start and communicate the beauty of the ’New Normal’ life with the innovation – raising attraction.
Note! Especially within the electronics industry there are audiences, who are keen to all new and are most likely the first ones to buy the product just for the sake of it being new on the market. Still, mostly this kind of customer behaviour demands brand loyalty and pre-marketing.