How to make it happen? Shape the conversation with marketing that invites co-creation.

1. Begin with the customer. The idea at the backof their minds, or at the tip of their fingers as they click, tap, text, or call. They chat, txt, IM, call, download, bookmark, check messages, go online. Some even still watch TV and meet friends face to face.

2. Engage them where they least expect it. Provoking followers and customers in new places will catch their interest. Prompt them with new opportunities to respond. If the message, touchpoint, and sweetspot connect, that’s a spark of enhancement.

3. Engage them where it matters most. That may be in their lifestyle, wallet, concerns, or issues. Let down your brand guard and offer a platform of co-creation. Your followers will thank you for it — over and over again on and offline.