Know-How Exchange : Strategy

PROCESOi, the company I manage is an innovation consultancy firm based in Spain. Last year we conducted a study along with Prof. Ramamoorthy of the University of Houston on the factors that influenced the innovation capacity of firms. It was really an innovative study that became the basis to launch the World Innovation Ranking and Benchmark (WIR).

The WIR is a great product as it responds to market needs. In the first place it helps Innovation Directors (a growing position in companies) measure where they stand in terms of innovation to later demonstrate progress. It also helps them detect where in their company they have the most innovative profiles (one of the dimensions we measure is employees’ brain preferences) and seek for specific actions/resources in other areas (for eg ask HR to improve practices that foster innovation)

It also helps Marketing Directors as a good score in this ranking could mean obtaining a certification of “World Innovative Company” and a lot of good press (some major publications confirmed their interest in publishing), as well as the possibility of using it in marketing campaigns to employees, clients and shareholders.

Our challenge is how to get to a large number of companies (we need to have 100 companies that signed up for the ranking before June 30th), considering PROCESOi is a small company with a great product and a small marketing budget, therefore we need to come up with B2B marketing ideas that will help us attain our goal.

The question is: how do we spread the word? Specifically we are looking for buzz campaigns, online innovation events... and those very simple (and difficult) ideas that cost nothing...

Please no generic answers... we are looking for very practical, down to earth tactics. This is a 500 pointer! And we will offer a free brain preference test to all those people whose answers we put in practice.