Convincing Collaboration

Companies can learn a lot from ants with their efficiency, clear division of roles, two-way communication, practical learning methods and great adaptability. Chaos is bound to remain in business and global supply chains for now, so companies better adapt to it smartly.

FROM BRAND PERCEPTION TO SUPPLY CHAIN LEADS

Supply chain decision-makers are continually looking for solutions to help them succeed in a rapidly changing market.
How can providers of supply chain solutions reach those decision-makers effectively?

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Around the world, manufacturing, wholesale and retail companies are experiencing supply chain challenges. These companies are looking for solutions like a colony of ants is looking for food. Ants wonder around randomly, until they encounter a food source. Before the whole colony can use the food source optimally, the first ant needs to share this discovery. Trust and transparency are key for long time survival.

Ants share knowledge by spreading pheromones. As soon as an ant discovers food it leaves a trail of scent. This allows other ants to find the same food source and leave their own scent trail. Over time, the scent evaporates. But the more often the route is walked, and the shorter the route, the more pheromones there are. So the route with the strongest scent trail indicates the optimal route.

The first ant that discovers a new food source, usually runs into it coincidentally. Its route is not necessarily the shortest, or most efficient. By taking other ants with them, they test and learn alternative routes to the food source. Together they find the optimal route. Test and learn also applies to your marketing. When determining a new target group, the first lead generation campaign will not have optimal results. Testing different messaging, A-B testing banners, engaging product experts ánd customers all optimize your results.

On a route too busy, ants just push each other off the road and onto another. This harsh method of correction is very effective. Ants returning home via the overpopulated route, push ants leaving the nest onto an alternative route. Returning ants keep doing this until the optimal route is accessible again. It’s one of their ways of giving honest feedback.

MARKETING EFFECTIVENESS IN SUPPLY CHAIN

SUPPLY CHAIN MEDIA | THE TRENDWATCHING COMPANY