Most companies, even the more organized and successful ones, fail at promoting their innovations effectively. For example, one of the top engineering companies promoted a hydrogen car innovation, but they made it difficult for the audience and press to notice and understand it: they announced the innovation on Twitter but not on their website news, the press release was a PDF and not a page, PDF used a different title and terminology probably because different team worked on it…
Innovation includes promotion and adopting by customers, otherwise it is only an invention which no one uses. And promotion today consists of many technical details which are very easy to learn but often ignored. Failing at these details lowers the rate of innovations.
These are our tips for effectively promoting innovation:
Innovation promotion should be consistent across all channels
All the content – long, short, social texts, images, audio, and video files – should be made or at least supervised by the same team to make sure all terminology, titles, and visuals deliver the same message.
Publish the content at the same time on all channels
Make a list of all channels – home page, news, blog, newsletters, social, webinars – and publish the content on all of them on the same day. Include all languages and all local channels. Reducing languages and channels lowers the perceived importance of the innovation.
Make it easy to share
Do not rely only on platforms which are hard to share from (for example, Youtube is better for video sharing than Vimeo). Make sure all website pages have sharing preview images. All images should be downloadable. Avoid using PDFs. Try sharing your yourself and you will see if it is easy or not. And finally make a short suggestion to the audience to share – they often forget.
To get teleports, lets first promote innovation effectively using above basics.