What is the good idea?
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Molson Canadian Beer placed big red fridges in various cities around Europe, but only those with a Canadian passport were able to open the fridges to get the free beer.
Pedestrians who wanted to open the fridge had to put their passport into a slot to be scanned. Only a Canadian passport unlocked the door, and then everyone around them was able to sample the exported beer. The aim was to make Canadians feel special, and to drive home the heritage of the brand to potential new customers. The video below shows how it worked: Video content may be viewable on mobile only, depending on network restrictions
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NOW APPLY THE 'STEAL-THE-CORE' METHOD
We identify the core or essence of the good idea we see in a different environment, and then see if we can 'steal' or adapt it for our business or environment.
What is the core?
What is the essence of the good idea?
What is the underlying principle which makes it a good idea?
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CORE = publicly giving special benefits to a segment of the population or customer base, to make them feel special and to attract potential new customers |
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Apply the 'Steal the Core' Method
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Can you give special benefits to a segment of your customer base, to make them feel special and to potentially attract new customers to that segment?Can you give special public benefits to ALL of your customers, which are not available to people who are not your customers? These benefits may have nothing to do with your core product / service, but add value to the targeted peoples' lives at that point in time. |
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