Innovation can be made anywhere at any time. No only machine technology such
as ,
it seems more of a prevail thing in internet field. At a time when we can tune
out commercials with a quick click, one cutting-edge Ad Man is finding ways to
dump the old system and sell motorcycles—without ads.
The Internet, by giving
consumers a voice, has rendered that strategy useless because consumers can now
sink a brand with a blitz of online complaints. His advice to big brands:
instead of pumping millions of dollars into advertising, why not invest that
money into actually fixing your company? Don’t just say you’re great—actually
try to be great. Once you’ve done that, you can use social media to spread the
word.
The Naked Brand, in which he bashes his own industry. “My father looked
at it and said, `So what’s your master plan here? Because it looks like you’re
going to get hoisted with your own petard,’” Rosenblum says. But the son
disagrees: he thinks the revolution is coming whether people like it or not, so
he might as well become part of the destruction.
In his film, he argues that
companies for decades have behaved abominably and then used advertising to cover
up their behavior.
Toward that end, Questus created a website called Busa Beats, hired DJs to
create a bunch of beats and background music, and licensed technology that
enables visitors to the site to create their own rap music over any of the
beats. Then they created a competition where people could vote for the rap song
they liked best. The winner got a customized Hayabusa. “Now we’ve got people
doing marketing for us,” Rosenblum says. “Guys go online and record a rap song,
and then they go to MySpace, Twitter, and Facebook and tell their friends, `Hey,
go listen to my rap and vote for me.’”
To show how the new approach should
work, Rosenblum points to the work Questus did for Suzuki, to promote its
Hayabusa superbike, a high-end monster capable of speeds approaching 200 miles
per hour and carrying a $14,000 price tag. Using social media “listening tools,”
Questus discovered that the Hayabusa was immensely popular among Latinos and
African-Americans. More important, Questus found that Hayabusa owners felt a
powerful emotional connection to their bike.
Soon the site had tens of
thousands of visitors. The guy who won the competition became so popular that he
went on to release a CD and do concerts. Seen from that case, the machinery
manufacturing plant needs some novel cone crusher machines as well.