Past IDEAS
In May 2009, 30 companies undertook the first IDEAS at Daresbury programme, based on Customer Focus & Innovation in High-tech SMEs. It consisted of five workshops as well as follow-on bespoke support tailored to individual company needs. Below is a review of what the workshops involved:
Customer Focus & Innovation in High-tech SMEs Workshops
Dr Kurt Allman, Dr Noordin Shehabuddeen and Dr Gary Lynn: Customer Insight
This workshop was fronted by Dr Kurt Allman who specialises in helping technology SMEs to develop and commercialise their products and processes, Dr Noordin, Knowledge Exchange Director of the IDEAS Partnership, and Dr Gary Lynn, Director of New Product and Market Development for the the Guardian Product Division of Sunreis Medical. It aimed to help the problem of high-tech SMEs not only focusing on technology but also undertake marketing strategies and campaigns to become more customer focused.
Dr Frank Cave and Dr Sarah Galbraith: Introduction to Marketing for High-tech SMEs
Frank teaches and researches entrepreneurship to scientists and engineers while Sarah is a consultant specialising in marketing for technology-intensive companies.
This workshop showed the importance of market segmentation, firstly by using a hypothetical example. Participants then applied the process to their own business to prepare a real segmentation. This led to helping direct marketing campaigns.
Leon Cruikshank, Martyn Evans and Roger Witham: Branding and Visual Communication
All three speakers were based in ImaginationLancaster, the creative research lab at Lancaster University which aims to investigate emerging issues, technologies and practices to advance knowledge and develop solutions. The session looked at how individual companies can be said to have a ‘personality’ represented in their approach, aspirations, values and personnel. It went on to see if this was reflected in the companies' current branding, communication materials and approaches and if these were effective.
Prof Steve Baron and Dr Kim Cassidy: Services Marketing - Effective Customer Experience
Steve is Professor of Marketing and Head of the Marketing and Service Management subject group at the University of Liverpool. Kim is also a Professor of Marketing and Director of Research at Lincoln University, and her research focuses on consumer behaviour within services marketing.
This session focused on monitoring customer service experiences, showing how a process of multiple touch-points for customers to increase customer interaction can potentially eliminate service failures.
Dr Peter Lenney: Marketing Strategy and Planning
Peter is a Foundation for Management Education Fellow in the Marketing Department at Lancaster University. The final session drew together all the aspects of the previous sessions and work to develop individual action plans and marketing strategies.
Series 2
In November/December 2009, the second series, consisisting of four workshops and again some follow on support took place at Daresbury SIC. For more information about the content of this series and the speaker's involved please click on the links below:
Competitive Advantage through People & Processes Workshops
Dr Kurt Allman and Dr Martin Henery: Managing Limited Resources
Dr John Mackness: Gaining a Competitive Edge
Dr Hossam Ismail and Dr Jenny Poolton: Responding & Thriving during Economic Turbulence
Dr Lisa Anderson: Driving Business Growth through Effective Leadership
Series 3
The final IDEAS at Daresbury Series took place in January/February 2010 consisting of four workshops and a final review session.
Beyond Networking: Creativity, Collaboration and Growth
Dr Danny Soetanto and Dr Leon Cruickshank - Connect: Maximise the Benefits of Working with Others
Through an interactive, hands on mapping exercise delegates got a better picture of what their network looks like and be able to understand and develop how they can effectively use their network to create opportunities.
Dr Leon Cruickshank - Create: Generate New Ideas through Collaboration
A highly interactive session introduced delegates to three tools to aid them in creating new ideas; Brainstorming, Creative Thinking Hats and Physical Problem Solving.
Dr Noordin Shehabuddeen - Refine: Develop Concepts into Practical Propositions
Delegates were encouraged to think about the customer's experience when buying a product/service from them. From smell, sight and sound to the 6th deeper sense affecting feelings and emotions; all are important when communicating with customers and getting a product/service to market.
Tim Jones - Sell: Translate Propositions into Successful Products
The final workshop looked at the processes of taking forward your product or service to a final salesble entity. Including the importance of testing, listening to customer feedback and seeking grants and funding.
All Presenters - Review: Outcomes and One-to-One Analysis
The series was concluded with a session outlining the key points from the previous four workshops and how they can take this forward; as well as this, delegates were provided with their individual analysis of their networks from workshop 1. There was also an opportunity for delegates to have one-to-one sessions with the speakers to further their knowledge.
