Oreo Creativity – participatory marketing on the rise

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We all know the surprising images Oreo has been bringing to the public attention in the last couple of years. A shift in the way they are creating contents, concepts and distribution of ideas is making a change for this product, that now has a huge growth and expansion in the minds and daily life of people. And that seems to be the key for products and services in the near future. Being able to enter people’s lives in a more one-to-one way. Do not sell me the cookie, do not tell me what to do with it; just give people ideas and freedom and they will show you a thousand wonders. This is the collective creativity is working now. Opening the doors to fun ways to play and innovate, bring our daily vane products to a whole different level and also directly into our hearts. So how about playing together more games and letting collective creativity show new faces for more products? Which will be the next brand and the next level?

A Trend Overview of Dubai

Five days of intensive work, interviews, pictures and visits to different locations in Dubai showed us some of the most important trends and guidelines about how the city is transforming itself after the economic slowdown and which would be some of the future “hot topics” for emiratis in the next years.

We had the lucky coincidence to be there for the commemoration of the UAE´s 40th anniversary and its celebrations across town, letting us see many aspects of Dubai´s contemporary culture, identity and market opportunities.

As a city built for experiences Dubai features many opportunities and faces many challenges in the future scenarios we currently envision.

A work-in-progress website has been developed for those interested in following the analysis of Dubai Trends at https://sites.google.com/site/coolhuntingdubai/

Trending Dubai

A week of work in the streets of a city where everything is possible (even mission impossible), has brought to my attention a new way of approaching middle east and to find out, how few we know about our own civilizations.

The starting point is of course, the city: an amazing and shiny scenario built-in a very short time, where the biggest, the tallest and the more expensive can be found. The big boom is gone and left emiratis with a powerful infrastructure that would need to be filled by time, social interaction, a big challenge for  the government to develop a vision about the future and the participation of that 60% of foreign population living in Dubai.

New generations of locals and specially young emirati women,  have their own perspective: a deep and cosmopolitan pride about their roots, that would hopefully help them with the task, of keeping their wealthy children and grand children in the track the emirs envisioned for their people back in the 70´s.

I would describe the UAE as a young state (last week celebrated the 40th anniversary of the Union) born from a very old culture that turned sand in gold, changing the dunes for grass and pearl diving for financial investments. An d would approach Dubai as a very masculine city, filled with symbols of contemporary and very old lifestyles  focused on becoming the dream city of the present and still not planning in the long-term what their own present will bring. Luxury cars, endless highways leading to crystal skyscrapers are mixed with decorated bridges and the now invisible homes of harbor workers or fishermen that surrounded by white walls disappear under the sun.

Many question arise after a week of intense work in this city and many opportunities for building future scenarios too.

Consumerism,  Habitat,  Sustainability, Cultural Interaction, Heritage and Welfare are some of the topics to be commented in our following posts.

Urban Trends Dubai 2011/12 by Algo Bueno

From Nov 30 to Dec 8 we´ll be exploring Dubai, hunting for trends and innovative creation at the megametropolis of the eastern world, One of the most ambitious projects of the century, the city of Dubai offers visitors the most impressive architectural and technological developments of the Arab world.

Economical transformations of the global market have affected the Dubai project, currently facing more than one delay or unexpected situation in its development. New visitors, residents, creators and dynamics make of Dubai a trend mecca for the future, offering trend researchers a new view about many aspects of contemporary life (technology, luxury architecture, society, wealth, etc) . The east/west dialogue here has a new meaning as the presence of multiple cultures and beliefs produce infinite lifestyles that make the city move and change.

Our Journey will explore the urban lexicon, emerging aesthetics, bridges for creation, relationship and technology, urban dynamics, lifestyle exchange and consumption, habitat and environment and their interactions towards the development of new products and services in town.

Thanks to the invitation of Creative Dialog Association and the support of Dubai Culture, Tashkeel, Kingston University, Elisava School of Design in Barcelona, emirati artists and designers will explore the city with us for a week, finding inspiration and methodologies for new products, services and experiences in this wonderful city. Understanding the present to build future scenarios is the motto this time.

Investigación de Tendencias para el sector Hábitat

Organizada por el Cluster Habic en La espectacular Alhóndiga de Bilbao, a jornada estuvo dirigida a los gerentes y responsables de marketing y producto de empresas relacionadas con el hábitat, oficina y el contract, arquitectos y diseñadores de interiores y diseñadores industriales, quienes  disfrutaron de la presencia de Jorge Rodriguez Nieto, profesor de ELISAVA y actualmente Investigador de Algo Bueno y Director de MIDI Master en Investigación para el Diseño y la Innovación; y Manuel Torres Acemel, también profesor de ELISAVA y que en la actualidad además de dirigir su empresa forma parte del Consejo Asesor de diversas empresas y fabricantes de elementos de Diseño Industrial.

Los participantes reflexionaron sobre aspectos de la innovación y la relación de su industria con las tendencias locales y globales y oportunidades de proyección a futuro a través del acercamiento e interacción con diferentes capas y niveles de usuarios y clientes. Muchos de ellos comentaron : ¨Nos habéis hecho pensar mucho en temas y oportunidades nuevas, nos habéis abierto la mente¨.

Es interesante anotar que sectores como el del hábitat y el contract vinculados fuertemente al sector inmobiliario y de diseño de producto, esta encontrando nuevas e interesantes maneras de repensarse y renovarse en el difícil entorno actual que presenta la economía española. La utilización de nuevas herramientas y puntos de partida para el desarrollo de productos y servicios basado en la investigación les permitirá no solo adelantarse al sector inmobiliario  en su recuperación, sino dejar de depender directamente de el.

Co-Creación para Investigación sobre Identidades Híbridas

Identidades híbridas es uno de los proyectos de investigación que mas nos ilusiona realizar recientemente. Con antecedentes en proyectos anteriores sobre diversidad lingüística en Europa e historia de la diversidad sexual, Identidades Híbridas nos ayuda a abordar temas mas íntimos, amplios y mas emocionantes.

Identidades Híbridas surge de la inquietud por el origen y la mezcla. Nos hemos mirado a nosotros mismos y nos damos cuenta que las identidades en lugar de reafirmarse y reivindicarse constantemente cambian y se mezclan de una manera maravillosa. Nuestra propia identidad se transforma cada día tal como se trasforma la de nuestras familias y mis amigos a medida que pasa el tiempo, nuestra vida cambia en la medida que aprendemos, interactuamos con nueva gente, nueva información, nuevos afectos y nuevos estímulos.

La identidad es un proceso de permanente construcción y transformación, mediante el cual enriquecemos nuestra vida y nuestro conocimientos a través de la interacción con el mundo y con otros seres vivos.  No para nunca y no podemos
evitarlo. Cada cosa que vemos comemos, compartimos o cada lugar que visitamos, nos impregna con nueva información y sensaciones que despiertan en cada uno de nosotros un nuevo rasgo identitario. A través de ello crecemos a nivel personal, profesional, intelectual y espiritual.

Con esta base en mente y habiendo realizado algunos videos/testimonio nos decidimos a participar del Taller de co-creación organizado por el CCCB Lab y realizado por Cocreating Cultures en Barcelona con la participación de mas de 30 personas. Una experiencia que ha enriquecido enormemente el proyecto y proyectado su potencial.

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No existe una cultura pura o una identidad de referencia pura o estática. Tienes una historia que contar sobre tu propia identidad híbrida?
Cuéntanoslaaquí!   Quieres que grabemos tu testimonio en video? Déjanoslo saber !

Charla sobre Investigación de Tendencias en Biz Barcelona

Jorge Rodríguez, miembro fundador del equipo de AlgoBueno y director del Master en Investigación para el Diseño y la Innovación en Elisava, presentó el pasado 16 de junio 2011, una ponencia sobre la aplicabilidad actual de las tecnicas de investigación y análisis de tendencias a realizar previa a la creación de nuevas empresas y proyectos de negocio. Reforzando la idea de que una detallada investigación previa a a cualquier iniciativa ayuda a identificar mas exactamente las oportunidades de negocio y definir mas claramente las preferencias de los grupos de usuarios potenciales y clientes del nuevo producto o servicio.

Un aspecto a destacar de la ponencia es la propuesta de usar métodos y técnicas que se centren en el usuario y estrategias, para hacerlo partícipe permanente de todo el proceso de innovación e inclusive de comunicación, de cada producto o servicio que ofrezca la empresa. Crear sinergias sólidas con los consumidores y permitir que definan el rumbo de las características específicas de los servicios,  generan ventaja competitiva ante marcas o empresas que mantengan una posición cerrada o unilateral.

¨”En el futuro, no podrán existir empresas que no escuchen de cerca a sus usuarios” comentaba Rodríguez refiriéndose a la tendencia participativa y la fuerza que cobrado la acción prosumer a nivel global.

Se presentó también durante la charla, el programa de Elisava para apoyar la investigación en pequeñas y medianas empresas,  a través de laboratorios de investigación que funcionan bajo convenio, donde estudiantes, profesores, empresarios y profesionales de cada sector trabajan juntos, para entender las demandas y necesidades de los usuarios y el cambiante ambiente que tienen permanentemente los mercados.

1ª Jornada Design Thinking en Barcelona

by Jorge Rodriguez on Monday, January 24, 2011 at 11:30am

Organizada por el Postgrado en Coolhunting, Diseño y Tendencias Globales, Elisava Escola Superior de Disseny 2010/2011

Con el Apoyo de Design Thinkers NL, D.School Universidad de Postdam, Claro Partners, Ineedit, Wenovski, y Algo Bueno Management Cultura.

Intro

Siempre pensé con un poco de incomodidad que pasaría toda la vida readaptando y personalizando todas las cosas que compraba para poder, no solo sentirlas un poco mas mías, sino para que realmente se adaptaran a mis necesidades. Afortunadamente desde hace algunos años, la idea de que “escuchar al consumidor es esencial” ha venido susurrándose en los oídos de industriales y empresarios de todo el mundo. Desde hace poco se hizo común la customización de productos y las marcas “nos permitieron” que los hiciéramos mas nuestros, mas individuales y a todos nos gustó esto.

Si miramos hacia el futuro, es posible que sea el usuario quien determine las formas, funciones y métodos de compra de los nuevos productos, servicios y experiencias que las empresas crearán. Eso solo sucederá si todos escuchamos y trabajamos en equipo para dejar de producir productos que nadie necesita o entiende.

Lograr que un producto o servicio, sea Viable, Rentable y Deseable y además Sostenible, es la meta de cualquier empresa y hasta el  momento se han hecho grandes esfuerzos en torno a ello, apoyándose en estudios de mercado y proyecciones estadísticas, confiando que la creatividad de los diseñadores, la competitividad de los departamentos de I+D y la sagacidad del área de marketing lograran alinearse para generar productos y servicios exitosos y generar innovación sostenible. Sin embargo esto no sucede tan frecuentemente como esperamos.

Lograr que las principales fuerzas que crean lo que consumimos, trabajen coordinadas y se retroalimenten no es tarea fácil. La investigación y el trabajo en equipo, facilitan que los resultados de estos procesos favorezcan los objetivos de todos, sin embargo el catalizador de todo esto es el pensamiento coordinado.

Design Thinking es una herramienta que sirve como hilo conductor, para que áreas y equipos de trabajo con diferentes perspectivas acerca de la producción y el negocio puedan trabajar coordinadas y retroalimentarse, generando soluciones deseables, rentables y técnicamente viables,  para usuarios que  permanentemente manifiestan sus necesidades y esperan productos y servicios que se adapten a ellas.

Durante la presente Jornada Exploraremos las formas, métodos y sistemas que nos ofrecen la Investigación de Tendencias y el Design Thinking para lograr estos objetivos.  Adicionalmente a las charlas ofrecidas por profesores del Postgrado de Coolhunting diseño y tendencias Globales, contamos con invitados especiales que nos aportan su experiencia y punto de vista. Acogemos la Primera Barcelona UnConference organizada por Wenovski, la red Internacional de design thinkers liderada por Arne van Oosterom de Wenoski, Richard Radka y Aldo  de Jong de Claro Partners

Esta y otras actividades están enmarcadas en el preámbulo del Master en Investigación para el Diseño y la Innovación de Elisava compuesto por el Postgrado de Coolhunting, Diseño y Tendencias Globales y el Postgrado en Innovación y Design Thinking con el cual esperamos aportar al sector herramientas para la innovación y el desarrollo de productos, servicios y experiencias que mejores cada vez mas nuestras vidas.

Hemos escogido la imagen de el monumento Die Bremer Stadtmusikanten ( los músicos de la ciudad de Bremen ) como una metáfora de colaboración y pensamiento multilateral para la resolución de problemas. Mas info sobre Die Bremer Stadtmusikanten

Jorge Rodriguez Nieto

Director Postgrado en Coolhunting Diseño y Tendencias Globales, Elisava

Consultor en Investigación y Comunicación Cultural Algo Bueno Management Cultura

CrowdShopping for Groupon CityDeal

Some weeks ago  we were contacted by Groupon CityDeal,  who were interested in working with us towards offering interesting activities for their Group Deals, and we found this was an interesting opportunity to get to know this system from the inside and accepted the proposal as a learning experience.
Groupon is a Northamerican company created in 2008 by Andrew Mason based in Chicago USA and currently classified as the fasted growing company in history, due to its business model. It promotes discount vouchers to very large databases of users in more than 250 countries across the planet. People acquire discounts that are available for 24 or 48 hours only as a special collective deal.

groupon photocircuits promo

The first idea that came up at Algo Bueno was to create a PhotoCircuits promotion specially designed to fit a Christmas Gift and it had to be affordable, attractive and  desirable for a wide range of customers, and that is exactly what we did.
The way it works is very interesting and of course profitable. Groupon hunts for  interesting products or activities that can attract people massively in short time and partners with local products / services to promote  for 24 or 48 hours  with an attractive discount (40-80%).
So this is how it goes:

  1. An attractive product or service is chosen
  2. The Service/Product provider  finds out the biggest discount they can offer, looking for massive sales and promotion in a short time.
  3. Groupon opens a promotion for 24 hours offering your commodity directly to customers, who buy from Groupon’s website.
  4. Some promotions remains for an additional 24 more hours as a side promotion not in front page, offering customers the opportunity to still buy the promo.
  5. The promotion closes and they might have sold a big amount of commodities, but the sales results haven’t reached your business yet. A big amount of discount coupons have been sold by Groupon.
  6. Groupon provides you with a list of codes corresponding to the Vouchers that have been sold in the last 48 hours.
  7. You provide the service or sell the discounted product and then charge group in a period of 6 months.

The Bright Side
This represents a great opportunity to promote new services and products, to introduce new ideas to the public and to test future products and service at a great scale with a very low investment. Groupon reaches a very big number of potential clients interested in getting involved and wanting to try out new activities, products and services. Most of those potential clients are young middle class women with a good level of education and an open mind, looking for new opportunities and experiences.
This promotional space is fully pre-designed and impact is guaranteed, so the marketing research, clusters and database work is done, and no investment is required. Just a couple of good attractive ideas to bring more people’s attention to your business. The territory for the promotion has also been set by Groupon and there is the possibility of running multiple cities, sequences of cities or regions depending on the capacity of the company offering the commodity. You can choose one city or several depending on how your business runs.
Crowdshopping is a very good tool for entrepreneurs who wish to give impulse to their small businesses but do not have the resources to do it themselves. Designing these type of promotion is not an easy task but we can always give your company a hand with it you find it useful.

The Dark Side
Apparently a lot of people buy the promotion, but they did not really buy the commodity, they just a bought the intention to buy it.
A lot of people buy the Vouchers during the 24 to 48 hour promo, then those coupons have a validity of 6 to 24 months. In that period of time the service should be provided to the client. This gap in time, means that not every coupon becomes an effective sale. Since people buy and give these coupons as gifts to other people, that remain unused or forgotten during the period of validity. A lot people even forget they have bought the voucher, postpone making their purchase or reservation and finally loose it. Considering that not everyone uses the Vouchers, this system can be a great promotion tool for start up companies who wish to boost their communications, but not as a way to boost sales or increase revenue on new commodities.
Why? Users buy the commodity once, at an unreal price that most companies will not be able to sustain. They may be clients for that kind of offer, but not clients when the real price shows up  creating low price expectations on the rest of the products of the company promoted
It works in a similar way as:

  • Experience boxes (where you give to  something to your friends that may not be used, but you accomplish to give a present and fulfill a commitment)
  • Gift cards (when you do not know well the other person or care too little to take time to choose a gift)
  • Gym affiliations (where the intention is strong, but the commitment is low)
  • Insurance Policies (where driven by fear of possible tragedies you pay someone to protect you for things that may never happen)

And in general, all pre paid services that are available but consumers eventually never use. In this case sold by a third party that invest large amounts of money in self promotion to attract a massive number of coupon buyers.
Crowdshopping is a brilliant method that benefits all parts, consumers, companies and Groupon itself. We are currently observing all copycats and versions of this systems that may lead to new creative ways for consumer to act as prosumers with companies offering more accurate and desirable products and service at prices regulated by demand and not by speculation. Probably in the future, as Doc Searls from project VRM at Harvard University proposes, customers will manage service providers with Vendor Relationship management Systems instead of Companies managing them with the now almost obsolete CRM Systems.

Consumption is changing all markets and a revolution is going on.

Welcome 2011

feliz año a todos, happy new year for everyone

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