OK, I got lost in the agenda changes, and found myself in the wrong room, having missed Nils Schillewaert. But now I'm back on track, with Kevin Lonnie of KL Communications talking about Co-Creation.
Kevin likens the setup for co-creation to setting up a party -- lots of detailed planning in advance is needed to create a really good party. The Bacardi community has about 400 people. They were asked to create and post ideas, then others vote up or down, and add their own refinements. They monitor whether the original challenge is being addressed, and refocus if needed. Top ideas are selected and further time is spent on these.
Interesting that Bacardi is running this through the sales arm of the company, so is looking to support the purchase channels, not just consumers. One example of a challenge was to create a better shelf design for the spirits section of a liquor store. Discoveries made as a result included in-store lighting displays, and rearranging shelves by flavour. (Good idea!) Bacardi is now testing this in 10 stores, a real market test.
Why the appeal of LED lighting? On the shelf, there is enough signage and clutter (e.g. price stickers) that you can't see the product as well as you might like. Consumers wanted the new products to be highlighted with lighting, so they notice it.
Another challenge was to create a VAP (Value Added Pack aka gift pack.) Members are asked to design the pack. It turns out that glassware is the key -- people collect them. They also liked having sampler bottles of other flavours.
The two challenges mentioned above took 3 to 4 weeks in total. (That makes sense to me -- you want real co-creation, it might take a bit longer than the 24 hours we were being told about yesterday.)
Key message: Insights come from "truly listening."
A questioner says that part of co-creation is to feedback to the consumer. (Yes! Totally agree!)