Planning a Marketing Ideation Session

 

 What is an Ideation Session?

What used to be called a “brainstorming” session has now morphed into an “ideation” session. It’s actually more than just simply changing a word that seems overused, but actually taking it to the next level. Where a brainstorming session is getting a group together to throw out new ideas and ways of approaching or tackling something in a different and innovative way to achieve a specific goal, an ideation session is much more. It’s an actual process where an idea is identified and then built upon to achieve a specific solution to a specific problem, rather than just a group of people tossing out ideas hoping they will be picked up and accepted by the group.

For example, a brainstorming session would be something like this –
 

Where an ideation session has more planned directives –

While contemplating hosting a group of colleagues for an internal Marketing Ideation Session or Workshop, I decided that the initial step would be to develop the reasons why this would be beneficial and the goals we are striving to achieve.

First, realizing that there is a direct correlation between the quantity of good planning and preparation and quality of output, we must identify the specific problem we would like to find a solution for as well as the essence of the problem prior to our initial meeting if we want to achieve success. 

We must also create a structure for the following:

• Identify participants according to focus area
• Agree on the problem that each would like to bring to the group
• Establish each stakeholder’s engagement for contributing
• Set timeframes for completion of process from implementation of idea to follow up and final outcome report

Only after all of the above points are successfully identified and processed will the group realize whether or not the ideation session was successful. However an unsuccessful result does not mean that the idea that was implemented was necessarily wrong since there are many uncontrolled variables that may occur during the process.

For example, if you’re dealing with a communication problem between sales and marketing that needs to be addressed, developing a solution to the problem may be to request the sales team assist you in solving this issue. However, if members of either team do not decide on working together and do not follow a developed process, the chances of success are low even though the initial idea for the solution was well thought out and considered to be a good one.

A brainstorming session usually leads to everyone going their separate ways after coming together to share ideas. It’s like throwing everything at the wall hoping something will stick; whereas having a formulated plan, process and follow through has a much greater chance of success.

There are no guarantees that the ideation session will garner positive results, but by working together to first identify the problem that needs to be solved and then continuing to work together as a unit for a solution, the odds are better since everyone is on the same page.