Wicked Workshops: the Art of Facilitating Brand Solutions


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A one day training designed for Marketing and advertising professionals to be able to use WORKSHOPS as an effective means to solve marketing and branding problems.
Training delivered by Angela Koch across Asia.

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Wicked Workshops: the Art of Facilitating Brand Solutions

  1. 1. 1WICKEDWORKSHOPSFor advertising and marketing professionals - 1 day training
  2. 2. 2Some Things I’ve Learnt•  Never run a workshop with a group of people who don’t know why they are in a workshop!•  Be organised •  Get to your workshop venue early•  Be flexible with your agenda•  Have options (extra tools and backups)•  Balance heavy and light exercises•  Write all discoveries and ideas down•  Get your flipcharts arranged in order (number them)•  No pencils or ballpoint pens allowed•  Photograph all flipcharts (make a pdf set)•  Get key stakeholders a set of all flipchart outputs•  Be impartial, don’t look too invested in an idea•  When the wheels fall off, revert back in on the objectives of the session.•  Know who your client is•  When all is said and done, enthusiasm eats planning and tools for lunch.
  3. 3. 3AGENDA9.00 Intro9.30 Why Workshop?10.00 Workshop heaven (and hell)11.00 break11.20 Principles of Wicked Workshops - Purpose designed - Pre-planning12.45 lunch1.30 Principles of Wicked Workshops - Human Centred - Tools and Inspiration for Workshopping3.00 break3.15 Practice Designing a Workshop - Briefing3.45 Goal Statement Basic Design Inputs and Preparations Homework5.00 Things I’ve Learnt / Recap and Review
  4. 4. 4Isn’t a Workshop just a fancy namefor a meeting? “Meetings break your work day into small, incoherent pieces that disrupt your natural workflow”.
  5. 5. 5•  Workshops are Collaborative: –  Participants share a common goal, and they agree to join together to deliver something in the pursuit of their goal. –  Members of the group act interdependently, relying on one another’s knowledge, experience, skills, and perspectives. •  Meetings are Task Orientated: –  A meeting is a gathering of two or more people that has been convened for the purpose of sharing information or reaching agreement.
  6. 6. 6WHY WORKSHOP?
  7. 7. 7The most powerful force for change inan organization is the team.
  8. 8. 8Workshops create sustainable forwardmovement.
  14. 14. 14Two Key Types of Workshops Big Picture Workshops
  15. 15. 15Big Picture Workshops takeParticipants on a Transformational Journey
  16. 16. 16Big Picture Workshop Design New Brand Idea
  17. 17. 17Component parts of the workshop should purposefully takeparticipants on a journey towards the end goal.
  18. 18. 18 Consumer •  What does the brand stand for in the minds of Consumers? •  What is the brand weakness and strength from a consumer perspective? •  Changing consumer lifestyles •  What matters to them? Context Setting•  Who are the key competitors in the •  Who are we? market? •  What are we good at,•  What is their strategy to “win”? not so good at?•  Where does marketing and branding fit •  What businesses might we get within their overall strategy into in the future?•  Current branding efforts•  Inspiration from other brands globally Company / Brand Category/ Competition
  19. 19. 19What Company/ Brand Assets can we Exploit?
  20. 20. 20 What is Wrong with the Category Today? All look and feel the same, All pushing same functional benefits so consumer sticks to familiar brand
  21. 21. 21Getting to an A-HA MomentHow our company views the Vitamin and Health Supplements business
  22. 22. 22Opening Up New Possibilities - Idea Generation
  23. 23. 23Developing the strongest ideas
  24. 24. 24PRE-PLANNING1 hour of workshop time = 3 to 6 hours of preparation time.
  25. 25. 25Workshop Planning basics•  Facilitator –  A good Facilitator is a process person with their eye on outcomes and learning - there is reason for every interaction, what is it and how can a process be designed that makes those conversations easier, smoother, and more productive? –  Facilitation comes from the Latin word "facil" which means to make something easy. –  Good facilitation means making group dialogue, decision-making, information sharing, and learning processes easier and more effective for everyone. •  Venue•  Participants•  Design –  process flow that will get the group to the destination –  agenda•  Tools –  Warm-up / ice breakers –  to understand and reflect on the past / problem, –  tools to open new ways of thinking and seeing•  Recording•  Follow-up
  26. 26. 26
  27. 27. 271. Workshop Goal Statement2. Workshop Attendees and Logistics3. Workshop Homework4. Workshop Agenda5. Workshop Preparation of Inputs
  28. 28. 28What Makes a Good Workshop Space?1. NATURAL LIGHT preferably large windows looking out to a natural landscape. 2. FLAT USEFUL WALLS Useful means people can write and draw on paper taped to the walls without damaging them. Non‑electronic whiteboards, flip chart easels or windows can act as substitutes or complementary flat surfaces. 3. FURNITURE able to be moved around – comfortable chairs – separate round tables – enough to suit numbers and workshop design.4. GOOD LINES OF SIGHT rooms with columns are not suitable. 5. ROOM TO MOVE room to walk around between tables – space for activities – a home base for the facilitator – and breakout areas either within the room or nearby.6. TEMPERATURE fresh air and/or adjustable temperature control. 7. SOUND shared venues require sound-proof rooms. We don’t want to have to be quiet at all times. Good acoustics help everyone be heard from every part of the room.8. EQUIPMENT AND TECHNOLOGY match the technology to the objectives and/or needs – eg power point locations, wi-fi, data projector, screening space (able to be removed when not in use).9. VENUE SERVICES food and refreshments – fresh light food – responsive to dietary needs – water available all day. clean facilities. And a contact person – available and responsive to the needs of the group and facilitator.10. LOCATION far enough away from workplaces so that participants can’t ‘just duck back to the office during the lunch break’ – good maps/directions – close to public transport and/or car parking as relevant.
  29. 29. 29Workshop Facilitators Stuff
  30. 30. 30HUMAN CENTRED
  31. 31. 31Express Visually
  32. 32. 32Access the Left brain through Visualisation andstorytelling Telling the story of the company historyUsing visuals to create Metaphors through visuals
  33. 33. 33Serious PlayProblem solving requires both analytical and imaginativethinking.In order to think creatively people need a sense of being freeand unconstrained. It’s the workshop facilitators job to createthat environment in the workshop.Balance heavy thinking with lighter tasks.
  35. 35. 35 Role of Inspiration The issues being discussed may be ones that have had the team “stuck” for some time. It is facilitator’s role to get them “unstuck” “The real act of discovery consists not in finding new lands but in seeing with new eyes.” - Marcel Proust. Use new information to get participants to see with new eyes.
  36. 36. 36Examples of Inspiration1.  Case Study2.  Consumer Insight3.  Lifestyle Changes4.  Expert Opinions5.  Category Trends (related and unrelated categories)6.  Inspirational Video
  37. 37. 37Understand where people are stuck•  Stuck: –  A client in the nutrition business believed they had a very good product that consumers would buy if they knew the benefits of the product –  We knew that consumers were turned off by the product (we were turned off by the product!)•  How could we shift the clients beliefs about his product?
  38. 38. 38Understand where people are stuck–  Think of a challenging client (client group)–  Where are they stuck in their thinking?–  How would you unstick them?
  40. 40. 40Inspiration and Tools•  Tools to Create Participation •  Tools to Provoke (Questions)•  Tools to Clarify•  Tools for Creative Thinking
  41. 41. 41Use Tools to Create Participation
  42. 42. 42Games / Activities•  Facilitators use games to help people get to know each other, to give participants more energy and enthusiasm, and to help people to work together.
  43. 43. 43Opening Activities Your name Company Title Why am I here? Introduce Yourselves + Hatch a partnership idea
  44. 44. 44Use Questions to Provoke “If I had an hour to solve a problem and my life depended on the solution, I would spend the first 55 minutes determining the proper question to ask, for once I know the proper question, I could solve the problem in less than five minutes.” —ALBERT EINSTEIN
  45. 45. 45A Powerful Question:•  generates curiosity in the listener•  stimulates reflective conversation•  is thought-provoking•  surfaces underlying assumptions•  invites creativity and new possibilities•  generates energy and forward movement•  channels attention and focuses inquiry•  stays with participants•  touches a deep meaning•  evokes more questions
  46. 46. 46Question Resource
  47. 47. 47
  48. 48. 48Frame a Provocative Question for these scenarios1)  A profitable brand leader in the beer category has slowly seen its brand share erode over a 10 year period while new offerings have captured market attention.2)  A self-storage company has risen to the number 1 position in the market and would like to fuel further growth.3)  A milk brand has recently launched in Hong Kong and is struggling to differentiate itself or drive business.
  49. 49. 49Use Tools to Clarify Thinking
  50. 50. 50Tools to Clarify Thinking
  51. 51. Tools to Clarify Thinking Draw what is WRONG Draw the brand’s
 with the Category Great Strength?! Today?! 51
  52. 52. 52Use Tools to Uncover a New Perspective- Competition / Category- Consumer
  53. 53. New Competitive Perspective•  Map the competitive landscape from a category perspective and a set of 2 axes•  Then to repeat the exercise from a consumer perspective.Example: Asian Airlines
  54. 54. New Consumer PerspectiveConsumer Experience Mapping•  The objective of Experience Mapping is to walk in the shoes of the consumer as they start to interact with our category, from need identification, through to pre-purchase research, the actual buying of the product or service to consuming and post-consumption activities.•  By mapping the consumer experience through the full purchase journey, pain and pleasure points in the journey can be identified; the pain points are opportunities for the brand to innovate.
  55. 55. Example: Paint Purchase
  56. 56. Identify Pleasure and Pain Points Help consumers make more confident colour There  is  so  much  choice   choicesWhich  colour  is  right  for  me?   3.  Narrow  brand  and   choose  colour   4.  Purchase  product   and  get  advice   I  am  not  experienced  in  pain@ng   How  can  I  learn  quickly  and  easily   Play a role in the “How To” of painting
  57. 57. The current retail space does not serve the consumers colour choice or ‘How to” paint needs
  58. 58. ce ExperienEXAMPLE ent yp ical Par 45 Describe the TMINS Where do they feel YOUR Promise? Where are the confusion or pain points? 1. NEED TRIGGER 2. RESEARCH 3. SCHOOL VISITS CONSUMER EXPERIENCE MAPPRING __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ ____________ ____________ ____________ 4. ENROLLMENT 5.DAY TO DAY 6. ONGOING COMMUNICATION __________________________ EXPERIENCE______ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ __________________________ ____________ __________________________ __________________ __________________
  59. 59. 59Use Tools to Inspire Creative Thinking- New Brand Space
  60. 60. ase, e cu stomer b h ma tter to th ich Va lues whic embrace ?Wh could we 60
  61. 61. 61PROVIDE BRAND INSPIRATION•  Use iconic brands that exhibit values we believe our brand can benefit from.•  Have a library of VISUAL BRAND INSPIRATION
  62. 62. PROVIDE BRAND INSPIRATION At IKEA, our vision is to create a better everyday life for the many people. Our business idea supports this vision by offering: a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them. Human Centred /Good design and function Flat packing saves shipping cost Kid friendly We design the price tag first
  63. 63. PROVIDE BRAND INSPIRATION Oprah Winfrey built an audience for one of the most successful television Angel Network shows in history; she created the company, Harpo Productions, that produces with the goal of that show as well as other media offerings; she has chosen to use the inspiring people to authority and other fruits of success to make a significant social as well as really “use their business contribution. lives” and reap the rewards that come from giving to others.Oprah Book Club“set millions to readingwho hadn’t read a booksince high school andhas made obscurebooks bestsellers.
  64. 64. 64Use Tools to Inspire Creative Thinking
  65. 65. 65Example: Self-Storage… What Good could we do?
  66. 66. 66Practice on a Client•  A bank•  A laundry brand•  A femcare brand etc
  68. 68. 68 1. Workshop Goal StatementThinking Sequence Think about obstacles to 2. Workshop Agenda (Basic Design) their thinking on branding? Small or big group? 3. Workshop Attendees and Logistics What new information and 4. Workshop Preparation of Inputs insight is needed to shift their thinking? 5. Workshop Homework How to orientate participants towards the workshop goal /content?
  70. 70. Chief Facilitator: Angela KochAngela.Koch@invitro.com.sg
  71. 71. Client Responses to Workshops Facilitated by Angela Koch •  “Angela is a natural, she has a unique ability to break down complex concepts and make them look so simple.” Jasmine Xu - Marketing Director, P  &G China •  “The workshop was a wonderful eye-opener to new paths for our brand.” Melissa Siew - General Manager, ZUJI Singapore •  “This workshop democratises innovation by making it accessible to all levels of marketers.” Ray Poletti - Marketing Manager, Tiger Beer •  “Angela has the skills and the tools to squeeze innovative ideas out of almost any team". Kim Walker - CEO, Silver Asia “Your workshop removed the blinkers from our eyes so we could see the possibilities for the future of the F&B industry in Singapore. Ricky Goh - Chairman F&B Committee, Spring Singapore
  72. 72. Angela Koch has conducted Training with several Training Companies and Communications Agencies: Contact: Kara Yang, Planning Director HK Contact: Vincent Kwok, Program Manager Contact: Fred Eng, Dentsu Singapore Contact: Sam Selveraj, Director Business Development Contact: Abigail Prior-Levy, Director Business Development