mardi 26 février 2019

Agile marketing : the Trigger Event Model

The following Agile marketing model is based on the notion of "Trigger Event".

A Trigger Event is an event which is external to the enterprise and which might bring business opportunities to the enterprise or its ecosystem [1].

The Trigger Event Model is a link between marketing and innovation.

The Trigger Event Model has four elements  :
  • the Trigger Event object
  • the Provoke Trigger Event method
  • the Capture Trigger Event method
  • the React Trigger Event method.
The Capture Trigger Event method and the React Trigger Event method are the marketing part of the model.
Capture [a] Trigger Event and React [to a] Trigger Event are classical Agile marketing activities.
An entreprise with digital capabilities performs this every day ; should you need to be convinced, you might do a search for [trigger-based marketing]

But how about the activity of to Provoke [a] Trigger Event ?

The Provoke Trigger Event method is the innovative part of the model : the method might create serendipity [2].

The three methods make the Trigger Event Model a link between marketing and innovation.
To visualize how  Provoke Trigger Event method operates, study cases are helpful [3].

More insightful is taking an experience of an Enterprise Adventure Game [4] where the Trigger Event Model is activated.
How about an Enterprise Adventure Game where an SME market Agile games and co-ompete with other players [5] ?

[1] Two definitions for Agile marketing : trigger event and trigger capability

July 8 2019 Update
[2] Serendipity : Un partenariat sérendipitif : de la responsabilité sociale d'entreprise à VivaTech, X-Open-Innovation, vendredi 10 mai 2019 [a serendipitive partnership : from social responsibility to marketing]
[3] Provoke Trigger Event method : study case N°2, Gouvernance numérique d'entreprise, 7 July 2019
[4] Definition : Enterprise Adventure Game, in five intrinsic characteristics, L'entreprise numérique créative, 31 may 2019
[5] Agile marketing The Game Part 1, Do-Khac Decision, 2019

Should you aim to implement the Provoke Trigger Event method, Do-Khac Decision would be happy to help.

This following story, which features Agile Game Franchisor (AGF-Paris), is fictitious and any resemblance to existing characters or companies would be pure coincidence. The links to the real world and graphic are for illustrative purposes only.

Provoke Trigger Event method : study case N°1

For Agile Game Franchisor (AGF-Paris), a SME which creates and delivers Agile games which are protected and shared thanks to copyright, a nationwide Forum on the next digital regulations launched by the French State [a] is a tremendous opportunity :
  • to increase awareness that authors, creators and designers deserve better business loyalty
  • to make Internet more ethical [b].
The Forum was planned to close on Sunday Feb. 24 at 8:00 PM.

Until the day before closure, AGF-Paris has kept on posting and signing contributions and comments on third party contributions.

Just before the forum closing scheduled date,  the Fédération E-commerce et Vente à Distance (FEVAD) [c] posted a contribution.

Then, the Forum closing was postponed 6 days, bringing to AGF-Paris additional opportunities to advocate business loyalty towards authors, creators and designers [d].

  • What could be AGF-Paris objectives when keeping on posting and signing contributions and comments on third party contributions until the last day ?
  • Would you think that this move was bold ? Why ?
  • Why FEVAD contribution is interesting for AGF-Paris ?
  • Which institutions / associations, syndicates, large entreprises; French and non French,  have contributed ? [f]
  • Which capabilities has AGF-Paris mobilized ?  
  • Which capabilities should be mobilized/built in your enterprise to implement the Provoke Trigger Event method ?

[a] États généraux sur le nouvelles régulations numériques / régulation des contenus illicites
[b] Ethical Internet is critical for the SME business model. You can figure out by using the design cavas Business Model Pavement for Digital (BMPD)

[d] March 11. 2019 update
Articles posted on X-Intellectual-Property and on LinkedIN

July 17. 2019 Update
[f1] Liste des inscrits - site officiel Etats généraux des nouvelles régulations économiques : CFDT, CFE-CGC, Cigref, Comité Colbert, J'accuse!, LICRA, Ligue de Football, Medef, MRAP, SOS Racisme, Syntec Numérique, Tech In France, UDA, UEJF, UNIFAB, Ebay, Groupe La Poste, Orange Group...
[f2] Do-Khac Decision 84 contributions

Nomination 2014 et Trophée 2015

La pédagogie "Short MOOCs en Réseau" a été retenue par la plateforme d'innovation ouverte de l'association Pacte PME recherchant pour le compte d'une entreprise membre un outil innovant de transformation numérique des ressources humaines.

L'innovation frugale du "Personal MOOC" a été élue Trophée IT Innovation Forum, catégorie Enterprise Mobility / Collaboratif, par les membres du CRIP (une association de responsables d'infrastructure et de production informatique) présents au forum le 27 janvier dernier.

Trophée IT Innovation Forum pour le Personal MOOC