Nevada's tourism challenge is not boosting Sin City, but Nevada itself. The problem is that most people think the former is the landing strip for the latter. A new campaign by communications firm Burson-Marsteller and BuzzFeed is about changing that perception with a digital road show involving two BuzzFeed editors tooling around the state, reporting on different attractions and general Nevada must-sees.
The effort includes tweets, video and images of such things as Nevada's ghost towns and ski resorts.
Michael Bassik, chair of U.S. digital practice at the agency, says the campaign's limited budget required a rather imaginative approach that wraps interactive ads around the editors' travels. "We looked back at research from TNS that shed light on the effectiveness of their previous online ads." He says the agency found that the effectiveness of their efforts had begun to decrease as time went on.
"We could no longer rely on banner messages alone to determine that an integrated campaign was necessary." That meant partnerships with content providers who would marry content with ad opportunities. "We selected BuzzFeed as a partner because we had envisioned a perfect marriage of paid content and advertising working with a story of Nevada reaching a target that includes younger travelers," he says.
Challenges are ever increasing with global markets. Customers are expecting quicker response times on the solutions they seek. Companies are impacted by forces from all directions, but it all comes down to execution: if you don’t execute you will not win the market or launch the product. Execution is stopped by distractions from your core business and your business core processes; none of these distractions are new.
The pressure to increase sales drives the company to launch new products at unprecedented rates. These ideas for new products are dumped on engineering groups that are already busy and are unable to deliver new designs at the required speed and reliability enough to capture the market. Overcoming this hurdle is imperative.
Next the designs need to be built into a prototype since building prototypes conflicts with the monthly production and sales dollars. As managers place the focus of the resources on monthly results and local optima the prototypes fall farther behind schedule. Now the sales force which has been driven to increase sales are overloaded and are losing encouragement as the new product requests take too long to produce and your competitor just stole the market on the next great idea.
These new products have now distracted your operation and your sales force and the ability to execute drops even farther into the abyss. Companies are disrupted as the capacity and skill levels required to build these new products and prototypes are lacking and time slips farther away as the market is captured by those who execute and bring products to market quicker proving that Speed Wins.
Distractions kill your chances for success. These distractions may be as simple as too many projects, or too many products to develop at one time. The conflict on resources working on the current production vs. the future project with the current month’s shipments winning out stalls the development process project. Understaffed engineering departments and machinists that don’t have the time to focus on the building of prototypes needed for success will also stop the project. Engineering and Machinists are pulled off projects and prototypes to “firefight” today’s issues on the production floor again stall the process. Lastly the skills are lacking to take ideas from sketches to prototypes or samples.
Equipment in-house is not designed for rapid prototype production. Most production machines lack the visibility and flexibility as they were purchased for a set production family. If machinery is in-house, it’s not dedicated to prototype production and production of current products happens first: the development project stops cold. Staff is not dedicated to the success of the prototypes as they are supporting current production first and foremost. Line Managers focus on shipping the day, the week, the month and not on the long term future as bonuses and accountability is measured based on these measures.
The capacity of the system must be flexible and meet the high demands on delivery so one day you may have the team sitting doing nothing and the next day need two or three 5-axis machines. So determining how much equipment is needed could be very challenging. Zero Conflicts “Production vs. Prototypes” will require a dedicated Team and a dedicated Department with the maintenance people.
Does this scare Top Management to know that building the team and the department with machines commits millions to the process so that most Managers will run from the idea and look for alternatives? One option of developing in-house talent looks bleak as the staff takes years to build and train and then is idle when the project list is short and spends millions on machines and tooling without knowing what the future looks like. If the floor space is not available, then there is the cost of another building added on to the development.
Project control increases as the correct partner has the resources to support the project. The partner works one-on-one with your Design people to ensure the output meets the requirements. Lead-times are reduced as the partner is a specialist and resolves issues quickly. The partner has the sub-tier suppliers that respond and deliver quicker and better than anyone. The cost topic is simple compared to missing the market or being late to the market; the costs are lower and are recovered quickly. If you compared the costs of building your own Team and purchasing the equipment to the costs, the cost is pennies on the dollar lower and has the flexibility to only pay as you need the resources. So this quickly becomes the winning choice.
Key advantages to picking the right partner is that you are in control of the project and the partner has an organization focused on prototypes to run on schedule with quicker Lead-times and lower costs. Speed-to-market is quicker and “Speed Wins”. Here is a short list of how you can find the right partner: what to look for and what ask.
没有评论:
发表评论