Co-creation workshops provide that opportunity. One of the most important questions that brands must continually answer in order to remain competitive is how they will build a unique relationship with their customers. The future belongs to brands that co-create with their customers What companies like Microsoft and others are finding is that collaborating with customers in a face-to-face environment makes great things happen, quickly. “Some of the most effective marketing solutions originate from real conversations with consumers” notes Andy Hart, Microsoft’s Vice President for advertising and online Europe. Microsoft openly points to the eye-opening success they have had with in-person co-creation workshops. People feel like they’re being listened to and taken seriously as equal partners. This new found trust adds speed, power and precision to the process. Customers openly share their problems and ideas as brand managers and brand designers enthusiastically look for solutions they know will work. The shared understanding that develops energizes the room. People begin to see the world through a different lens. There is a very real, personal interaction that takes place in a co-creation workshop setting. As a result, true collaboration is lacking - the kind of collaboration that’s only possible when people get together, in-person, and work together to create something of value that works for everyone.Ĭo-creation workshops open both hearts and minds to new possibilities You view and study and interact from a distance.
There’s no real intimacy, no real sharing, no real listening. There’s an artificial barrier that exists that’s similar to the way a two-way mirror separates consumers and clients in a focus group setting. Yet, there’s something fundamentally missing with today’s crowdsourcing and online communities. In a world where advertising is now a “one-to-one-to-many” proposition, this is an important contribution. They’ve given consumers a direct voice into decision-making and have increased their engagement with the brand. In fact, over the past decade online crowdsourcing and communities have become an important concept in social media marketing. There’s clearly excitement in the research and advertising world when it comes to the social media power of online co-creation.
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