We’ve teamed up with BCMA members and co-creation experts Bulbshare, to bring you The Bulbshare Content Hub, powered by co-creation agency Latimer. They’ll be sharing articles around the subjects of marketing, advertising and audience collaboration each month.
Talking co-creation, with academic Yvonne Richardson
Yvonne Richardson is a marketing consultant and senior lecturer on Fashion Marketing and Branding at
Nottingham Trent University, with a specialisation in consumer behaviour and innovation.
On winning brand loyalty with Generation Z…
More than their predecessors, this younger generation desires opportunities to interact with brands and wants brands to allow them to influence their products. They are the content creation generation. Thinking about what this generation want most – they want honesty, personalisation and involvement. Giving them an opportunity to get involved via co-creation, you meet their intrinsic needs to stamp their mark on brands, make a real difference and actually customise their experience. The upside of this for brands is that you get their attention and if done well, their loyalty.
On the potential pitfalls of doing co-creation badly…
I think there is a danger of co-creation being abused and brands jumping on the band-wagon. Co-creation is about letting in the right people for the right challenge. In the area of innovation for example, you need to target the right co-creators rather than taking a blanket approach. All consumers are not equal when it comes to innovation and tapping into the ideas of Mr and Mrs average may lack richness and originality. In the early stages of innovation, tapping into early adopter and innovators will be more effective in generating new and original ideas.”
On the ‘UGC bandwagon’…
Another watch-out is brands jumping on the bandwagon and just curating user generated content (UGC) and hashtag campaigns to create buzz. Where these activities fall short is that they don’t truly satisfy millennials’ and Gen Z’s desire to actually create. This is a generation who are incredibly marketing savvy and hard to please. They want to know what’s in it for them, they want to feel special and get recognition. The message to brands here is exploit this generation at your peril!”
About Yvonne Richardson
Yvonne’s multi-disciplinary background includes more than 20 years of experience in brand marketing and planning with senior positions held within prominent blue chip international companies within the beauty and healthcare industries.
Thinking about what this generation want most – they want honesty, personalisation and involvement.”