Brainstorm A Brainstorming Session

Brainstorm A Brainstorming Session

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Most marketing success comes from brainstorming sessions. A rewarding get-together for innovative and revolutionary ideas requires experience and special skills. Most people tend to stick with established patterns of thought, so asking them to think out-of-the-box can be quite a challenge. But one need not be a visionary to conjure buzz-generating, eye-popping or mind-blowing marketing campaigns to bring in new customers.

A lot of times, it hinges on having a great moderator, one who is switched-on and who can spark a lively discussion to ensure a fruitful session. Before the meeting, it is essential for the moderator to define the objectives, with a desired result that is quantifiable. Set the goals and purpose clearly at the start, and continuously reinforce them throughout the discussion to get the most out of the session.

The main purpose of a brainstorm is to generate and share ideas. Hence, engaging the right mix of people is a critical element. Besides having participants who are passionate about the product or service category, it is also important to include those who might not be too crazy, but who are interested in marketing and/or a related product. Mixing up the pool creates dramatically different results. Also, if you have a good combination of participants, you would not have to spend too much time coaxing people to contribute and develop ideas. Instead, youll be too busy recording them down!

In order to get more out of the participants during the session, get them to absorb their environments and interests before, so that when they come to the meeting, they will have a more refreshing perspective about the subject matter.

The surrounding environment is also important to the successful outcome of a brainstorming session. Select an appropriate venue. Be creative. Get out of the boring boardroom. A fresh and stimulating locale can make all the difference. Try a beachfront restaurant or even a private golf course!

If youre tight for budget and the office is the only suitable place, bring lots of props, toys, music, books etc. to encourage creativity. What about Lego sets or tennis balls?

During the session, it is a good idea to break the brainstorm into sub-sections and get the participants to discuss on parts of the issues, or different ways to approach the subject. Set time limits for each discussion to ensure all the issues are covered.

It is imperative for the moderator to ensure the atmosphere remains positive at all times, and the energy levels high. Do not allow anyone to criticize or obstruct any ideas and suggestions. Encourage people to move around or be goofy! If there is a roadblock during the session, it is the moderators job to keep the flow going, and to get the participants inspired and motivated.

Only after the session is over and all the ideas are listed, do you then ask how can we make this idea work?. Encourage the participants to develop other peoples ideas, or to use other ideas to create new ones. Evaluate the ideas according to the desired (quantified) result.

Just because the brainstorming session is over, it doesnt mean the ideas stop flowing. Encourage people to come back with any suggestions that they might have, even if its a week or two down the line.

A really good moderator dramatically improves the effectiveness of a brainstorming session. They are able to:

Give simple and clear instructions
Model good behavior themselves
Make the session fun
Be in charge and yet get participants to feel a sense of ownership
Manage energy levels well
Discern body language or unspoken cues
Police the quality of content
Be flexible and go with the flow when discussions take a different and possibly rewarding route from the intended plan

Brainstorming can be effective and fun. It is amazing how a roomful of strangers can generate some of the most revolutionary and creative ideas when they put their thinking hats together.

About the Author:
Jennifer Tow is an experienced B2B marketing consultant who specializes in advising professional service firms and companies targeting niche markets. She is the founder of Manifesto, a Hong Kong-based marketing consultancy, that helps turn strategic marketing advice into creative solutions and results, for both international and Asia Pacific clients. Visit www.manifesto.com.hk for more marketing advise.



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