Idea Campaigns

Building Idea Campaigns

Whether a company is running an internal or external idea campaign, they need to have a structured approach in managing both the process and the ideas that have been submitted. 

A starting point is the planning phase, which identified the focus on the idea campaign. This phase can start from two months before the invitation for participation is sent, to ensure that the focal point of the campaign is clearly defined and correct for the company to explore further with a selection of ideas. The collection phase then comes into play, which actively engages invited idea creators to submit their ideas. The screening phase uses a set criteria to filter through the submitted ideas, this can be based on aspects such as does it resolve a customer unmet need or is it aligned to the corporate or innovation strategy? It is advised to not take any more than eight ideas forward to the next phase, as it becomes too complicated and time consuming to manage any more than that number. The selected ideas are fed into a maturation phase that enables the ideas to grow and develop. This is an important phase, as it covers how the planning phase can influence the proceeding phases, because if there is not enough or the right resources allocated to the maturation phase, then the idea will likely suffer in restricting its development. A final selection screening is then in place to filter the ideas further to be pitched for approval to enter into the development funnel.

This structured approach needs to be complimented with the softer side of management; reward, recognition and motivation. Without engaging with the idea submitters by providing a transparent communication approach with consistent feedback loops, companies will struggle to gain enthusiasm and a participation in the idea campaign. Idea submitters need to receive feedback on the decision of their idea, especially if it is not taken forward, as the idea creator deserves to know the reasons why – companies need to illustrate a level of respect, so that idea creators engage in future campaigns.