Interactivity is in the genes of the mark

The important thing is to participate. The world of sport, the adage has migrated to the world of marketing. Firms seek to involve more consumers in the design of a product or the communication. And the process, which has the interest in these times of crisis to be not too expensive, no longer has anything to emerge. A topic discussed today at the 6th foundations of marketing organised by "Les echos" on the theme: "new modes of consumption, new marketing models. More no sector to deprive this leverage multifaceted. Boots laboratories organises in France until tomorrow an interactive inquiry for its anti-aging product Serum7. Women are encouraged to express themselves in the street on which makes it younger, their testimony was broadcast live on giant screens in cities, or even, in Paris, on iconic facades. The insurer Generali opened a participatory, generation-official site. At the United Kingdom, Marks & Spencer made compose a salad by schoolchildren.

Young people in the sights

The participatory approach is also one of the tracks followed by Windows Live Messenger for the ten years of Instant Messaging. Among the ten challenges to friends: film choreography on "Cleopatra" titles to climb on stage during a performance or to photograph a racquet in hand to play a virtual part of tennis with Jo-Wilfried Tsonga. "Interactivity is in the genes of the mark." "The key was to find the right balance so that everyone, at every age can feel concerned," said Gregory Olivier, marketing communication Director consumer & online Microsoft France, which relies on some 10,000 entries in the first 3 to 4 weeks. Young people are often the first affected by these operations to a new genus.

But they are far from alone. "The affected public is expanding at the same time that the use of social media democratizes." "And the content it adds a dimension of authenticity," notes François Petavy, CEO of Eyeka, specialized in participatory marketing. This is the case of co-creation of products conducted by flight book for twenty years. "Round table discussions with our customers showed that they want to become more involved in the life of the mark," said Norah Luttway, Director marketing and communications. She therefore asked the Eyeka platform creative to imagine clothing collectors. Fifteen proposals on 700 generated ideas were submitted to the Ego loyalty card holders. Some 2,200 customers have chosen five products. Then, they have been many wanting to know when the result of their participation was in store. The beige polo has become this summer the bestseller of the t-shirt category.

Participation, it is organized in more finely. "There is only 1 of the people to make a strong contribution, create content then to broaden the conversation", said François Petavy. The Agency which he heads has set up a community of creative public to which it submits the "briefs" of its customers. Their achievements are responsible to receive the brand fans invited to vote for the best before you extend the communication to the public.

Looneo platform for exchanges between brands and consumers, developing on the side of vested spaces for participation. Nokia has thus opening a group. The public submits ideas for products but also services, suggestions ranging from the launch of a phone with only basic functions for the creation of a loyalty program.

Out of the monologue

As Calvin Klein, it provided a device around the European giant casting that he set up for the launch of a new collection of underwear. A professional photographer can take snapshots in store for those who fear the amateurism. And, on the Internet, a professional model advice. The multiplication of operations is not random. "Brands must reduce the sense of frustration and remote feel consumers." "In obtaining recognition of their role, they can no longer say that a product or a communication does not matching", Danielle Rapoport, Director of the cabinet of Council CID studies and analysis. "In putting itself in action, we talk about in his entourage." "But this lever remains to use properly, if it is not that he turns more to the Act of communication to the sensation of an experience," adds Denis Bonan, "senior partner" of the cabinet of Lippincott brand strategy consulting (Group Oliver Wyman). Because mechanics do not apply to all. "The customer relationship marketing can no longer remain the monologue he and companies must find ways to listen to." "But the participatory approach is more complicated to apply innovation to the improvement of services," said Babette Leforestier, Director of documentary studies in TNS Sofres. Danielle Rapoport also points out that the most comfortable on the Internet - the most frequently used spring - do not always form the usual public of a society.

Involve the consumer may also be a double-edged weapon. Risk: lead to the opposite of the desired result, recalled the "Mercator", bible of marketing which the ninth edition in Dunod. For the competition launched in 2006 by General Motors in the United States for the promotion of his 4 x 4 Chevy Tahoe, about 40 of the spots complained of the use of the 4 x 4.

Between the creative latitude left to the public, gage for credibility, and the structuring of transactions, all is therefore a question of determination. With an ingredient to do not forget to make the sauce: a sufficient humility on the part of the marks to be reinventing by consumers.