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by Alex Avery  
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10 innovations to conquer your customers

Love the embedded market your novel business model, and mobile solutions green concepts and strategies.

Innovate is not a word that is fashionable. Innovation actually comes to finding new solutions to problems and needs that already exist.However, if you want to do things differently, it ‘s all about exploiting your imagination and find a new highly competitive markets to conquer approach.

This is what motivated some brands that offer a business opportunity or that have become a benchmark in a certain industry to develop innovations that have to do with: the use of technology and social networks to train sales forces and display advantages of their products to the end customer, development of new marketing channels, creating complementary concepts and mobile models to get where consumers are and to the organization of sporting events that support a cause.

Creativity has been a fundamental part of the formula to achieve and maintain success of these companies that bet to innovate their way of doing business. To do this, spend time, personnel and resources to research and development of effective strategies in key areas such as Sales, Marketing, Human Resources, Information Technology, etc .. So, try out new ideas with the aim of materializing in tools that generate best results.

A clear example is Starbucks. This chain of cafes original US It is present in 61 countries around the world thanks to that reinvents itself every day, staying in the top of mind of people and generating loyalty among consumers. Recently in the Seattle area, he opened a portable tent is made with four stackable containers shipment.

The branch has several advantages: it is mobile, as a truck of food, but also offers a different look and feel. At the same time, this concept is a statement of Starbucks commitment to the environment. Basically it is a store recycled. Outside the company motto reads: “regenerates, reuse, recycle, renew, recover”.

Then give yourself some time to get inspired with these 10 innovations that will help you love your current customers, expand your business vision and, mainly, to conquer new potential markets.

1. Innovative solutions Training
Not surprisingly constant readiness of the sales force is key to increasing the turnover of any company. While this is the constant, what is changing is the way the information comes to vendors and end customers themselves. Sessions, social networks, tutorials on YouTube, streaming video and even apps designed for smartphones and tablets are the most currently used by brands in order to communicate the most relevant features of both their products and their business strategies and resources marketing.

Isagenix , multilevel US company that markets nutritional supplements, has also joined this trend. Alexander Hoffmann , president for Latin America, explains that every week training sessions are carried at its facilities in Mexico City. Tuesdays focus on their products and nutrition tips, while Thursdays are the main theme sales.

All this is transmitted over the Internet through Facebook, Twitter and streaming video for those in the interior of the Republic. “Thus, we can reach more than 26,500 distributors that make up our national network, a number that increased by 30% last year” sentence.

2. Mobile Concepts
Companies like Authentic Jicaleta and GogoDonuts & Coffee understood that Mexicans are capricious. Therefore, they specialized in the preparation of food and drinks to quench the craving customers with concepts whose added value is mobility. Meanwhile, Bike Caffeoffers a different experience to traditional cafes in the United States.

The characteristics of these models allows them to be located in different areas depending on the flow of people. For example, if youwant to target mainly children, they can be placed outside educational institutions weekdays and weekends parks. In addition, it is estimated that on average students of middle and upper level in Mexico spend up to $ 200 weekly in cravings and food.

One thing to consider before embarking on a turn of this nature are permits to sell in public spaces. The requirements and costs will be determined to make the appropriate arrangements Depending on the state of the Republic where you are,. It also calculates how long this process will take; in the Federal District it is 26 days.

3. Experiences of product use
Enjoy a dinner prepared by a chef in your home sounds like a romantic date ideal. So brands like Thermomix and Royal Prestige reproduce these experiences to woo customers with their cookware.

In the case of the German company Vorwerk, creator of the food processor Thermomix, customers request a product demonstration via its website , After tuning details of the appointment, a specialist agrees to go home the applicant to cook while explaining operation and characteristics of the device. Similarly Royal Prestige operates, which also schedule such visits through their representatives who are located outside of supermarkets and shopping malls.

Eye: distributors of these brands know that the most important thing is to provide security to the client, it is necessary to have confidence for people to open the door of his house to experience that offer them.

4. New offer through multilevel
Generally, the products sold under the direct sales scheme include: supplements and food supplements, fashion, footwear and beauty.However, ” thinking outside the box ” it has been the basis for the success of Tequila Nock . José Pablo Rodriguez and Arturo Ortiz – his creators- dared to imagine a new sales channel for your product.

“As tequila is concerned, the domestic market is very tight due to the strong presence of major brands. So if you really wanted to compete, had to find another channel: multilevel “says José Pablo. The results have been good. So far: 3,500 independent partners have registered in all states of the Mexican Republic. And as for internationalization plans at this time they are in the stage of pre-registration and pre-sales in Colombia, where they already have about 1,000 interested in joining their business model.

5. Products home by membership
This trend is gaining strength day by day among companies looking toexpand their market, reaching the door of potential buyers. My Coffee Box   is a company that was born under the idea of bringing coffee from Chiapas to anywhere in the world. Luis Miguel Coutinho, creator of this concept, says that the procedure is simple: “Customers enter our website , subscribe for a fee and monthly receive in your home or office a box with 500 grams of organic coffee and a list of coffee machines under $500  produced by Chiapas communities “. Thus, the company has shipped its products to 20 cities in Mexico, the United States and France.

Another brand that uses this marketing scheme is Fancy Box . In this case, once someone subscribes receive at home a box with four or six miniatures cosmetics major brands internationally. Although originally a product designed for women, the company detected a new area of opportunity and now offers boxes for men and babies.

6. Internet radio station and podcasts
Omnilife, the Mexican giant food supplements marketed in 18 countries in Latin America and the US, opted for a new communication channel to integrate their sales force totaling more than 5.5 million people. The goal: to create a community no matter where they are through an Internet radio station.

The programming of the station consists of eight programs and podcasts where the founder and director of the company, Jorge Vergara, answers questions your salespeople. Similarly, nutrition experts, business, technology and gadgets give advice and online counseling. This strategy, in addition to increasing sales of products and promote the development of those who are part of the network Omnilife, has strengthened the sense of belonging of the sales force.

Having an Internet radio station is not as complicated as it might seem. For starters, it requires special software such as Show Cast, which is free; or HD Radio Online, which has different plans payment-, a computer with Internet access and a microphone, as well as an isolated space to ensure good noise transmission. Do not forget todesign programming from your target audience (sellers and / or end customers).

7. Variety of items in vending machines
While vending machines or vending and are not new to the market, continue to offer great advantages to entrepreneurs as to operate 24 hours a day, 365 days a year without being present all the time. What is also a fact is that we have not yet seen their full potential.

Proof of this is Japan, which represents the world’s largest market these business models . In this country you can find a variety of products ranging from shoes to live beetles (sold as pets). While the second of this list is the United States, where vending move about $ 42.000 million each year. Among the variety of items offered in the American Union they are: cupcakes, cosmetics, natural flowers, baked pizzas and even when medications, to name a few.

The US company MedBox , for example, developed and patented a system for distributing medicines that require prescription through vending machines. Thus, with a biometric identification system (fingerprint), patients can purchase your medications without anyproblems. Note that the Mexican pharmaceutical market is the largest in Latin America: annual bill $ 9,300 million, according to WHO figures.

8. alternate formats to your original business model
Finding the perfect home is a major challenge in itself; while getting people to go to the point of sale implies a double effort. And if all goes well, how meet the growing market demand without necessarily opening a branch? Rodolfo Muller, founder and CEO of Hawaiian Paradise -franquicia originally from Durango, specializing in selling snow cones, smoothies and crepes, and 835 units operating in the country , found the answer in the creation of a supplementary format to the original concept for its franchisees.

“Customers were so enthralled with the brand that was not enough toconsume from time to time, the wanted in their events , ” says the entrepreneur. So Hawaiian Paradise Mobile developed a model of low investment ($ 165,000) that can be parties and gatherings, including trailer and product for two months of operation. Among the products offered are: scrapings, smoothies and crepizzas. Another advantage is that the menu is tailored to each event, for example, for a wedding can be served with alcohol swabs (margaritas and martinis) and scrapings fruit for children ‘s parties.

9. Organic products and green solutions
According to the Secretariat of Agriculture, Livestock, Rural Development , Fisheries and Food (SAGARPA), the growth of the organic food sector in the last ten years in Mexico went from 33.587 to 169.570 producers in 2012 . These figures show that concern for consuming natural products and certificates no longer a fad to establish itself as a whole trend.

Although most of the domestic production goes to foreign markets, demand in the country by 10% last year increased. Therefore, serve consumers concerned about their food and health care can be a good resource to sell more. Take it into account.

Another twist where new green solutions are entering with force is the automotive. Particularly in the car wash understeer. Here they include companies like Green Wash 3 and BiocarDry dedicated to the sale of organic cleaning products car without using water. Do not forget that more and more customers are looking for products and services that do not harm the environment, and are willing to pay for it.

10. Sports events with a cause
Although Mexico has high rates of overweight and obesity in the population, more and more people are interested in healthy living.Walks in the morning, go for a walk pets and night bike tours are scenes that are seen daily in major cities. Hence some companies have used to ride this wave of welfare and health to organize sports events (marathons, races, etc.) as a strategy to position its brand.

Moreover, all this will add an element of social responsibility to support the community. Belcorp, firm that sells product catalog for women, created its foundation 10 years ago. This has raised more than US $ 10 million earmarked for grants to ensure the education of low -income children from 12 Latin American countries. Most of its revenue comes from races organized in different countries.

While Avon Cosmetics is another committed to health, especially women company. Each year, the brand organizes its Crusade Against Cancer , which has achieved great results: calls for more than 10,000 women per year, those involved in career-walk. The aim is tocontribute to the prevention of breast cancer and reaffirm its leadership in turning cosmetics.


      © 2006 by Alex Avery.