HSMAI Europe Think Tank on Innovation and Marketing

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Mandarin Oriental, London

The Think Tanks will take place on Wednesday 25 February, from 9 AM to 3 PM at the Mandarin Oriental Hotel Hyde Park in London.

Peter Drucker once said that a business has one objective: get customers. And that happens in two ways: marketing and product innovation. Today’s think tanks will focus on these two areas of innovation.

The moderator will be:
michael_tchong
Michael Tchong (https://www.linkedin.com/in/ubercool)

Time schedule

When What
09:00–09:15 Welcome and Introductory Remarks
09:15-10:00 Ubertrends and Innovation Thought Starters
The think tank starts with a 45-minute overview of “ubertrends” — massive waves that have broad implications on today’s business and consumer lifestyles. Ubertrends help explain the driving forces behind market phenomena and how the future is apt to develop. This eye-opening ubertrend tour helps you navigate today’s fast-flowing stream of anthropological data to identify innovation opportunities of true merit.
10:00-10:15 Innovation Research and Case Study
Ubertrends and Innovation Thought Starters are followed by a 15-minute discussion of a successful case study.
10:15-10:30 Break
10:30-11:45 Marketing Challenge
Participants will then be asked to pair up in small groups of three to five people. Each group will be asked to complete an innovation challenge that the think tank leader hopes will one day become a real unique marketing approach. Teams will be able to use white boards, markers and index cards, plus a worksheet provided by the think tank leader.
11:45-12:30 Marketing Challenge Debrief
In the challenge debrief the think tank leader will ask each team to present their marketing innovation, including their rationale in five to 10 minutes. After all presentations have concluded, the think tank leader will analyze what approaches each team considered, how successful each team was and evaluate the group’s proposed idea in that light.
12:30-13:30 Lunch
13:30-14:30 Product Innovation Challenge
Participants will again be asked to pair up in small groups of three to five people. This time each group will be asked to complete a product innovation challenge. As before, teams will be able to use white boards, markers and index cards, plus a worksheet provided by the think tank leader.
14:30-14:50 Marketing Challenge Debrief
14:50-15:00 Conclusion and Closing Thoughts