UNLEASH
Buzz and Team Set World Record for
Word-of-Mouth Innovation Idea Generation
Case Study
17
Person Team Creates 2,227 Word-of-Mouth Innovation Ideas at
a Facilitated Experiential Workshop to Propel Their Brand’s
$400 Million Sales.
The
following project is leading-edge. Please note that due
to a formal non-disclosure agreement and the extreme
competitive value and nature of the following project,
the organization and brand name can not be disclosed.
SITUATION
1. A Project Team consisting of Consumer Insight, Brand and
other members from a multi-billion dollar organization
identified Word-of-Mouth as the hidden
powerful and hidden force
behind
their
$400 Million
Brand’s increasing sales, as a result of a facilitated Market Research
Innovation project managed by Tim
Sullivan, Chief Buzz Innovator with UNLEASH Buzz.
2. The Brand, however, lacked a formal Word-of-Mouth Marketing
framework, methodology, process, program, system, knowledge
base, learning
and training.
3. The Brand is a household name and was recently modified
and re-introduced. The Brand’s sales were steadily increasing as it was
only one of a couple brands in its entire category experiencing a net switch-in.
4. The Project Team believed there was an immediate opportunity
to steal significant market share from the current #1 brand
as their Brand was considered “as good as” the
#1 brand, but strategically priced lower.
5. In spite of a large print advertising spend, the Brand’s market research
indicated that few consumers were seeing, recalling the brand message, purchasing
the product or talking about it to others as a result of the Brand's advertising.
STRATEGY
1. Tim Sullivan and the Consumer Insight and Brand Management
Project Team concluded that a Word-of-Mouth market research
study would create the ideal output and stimulus to use
for an idea generation workshop.
2. We designed a Project based upon the UNLEASH Buzz
Word-of-Mouth Innovation™ Framework Stages of Resource
Preparation™, Issue Investigation™, Research Exploration™
and Idea Creation™.
3. A cross-functional team from Senior Management, Consumer
Insights, Brand Management and Field Sales was identified
and invited to the Workshop to maximize diverse thinking
and idea creation.
4. To further stimulate “outside-the-box” thinking
and to leverage metaphorical creativity techniques, a vineyard
and winery was selected as the creative space to facilitate
the experiential workshop.
5. UNLEASH Buzz designed the Workshop to logically build
from target consumers and attributes all the way up to Word-of-Mouth
Marketing Campaigns.
TACTICS
1. We conducted a comprehensive analysis of 75 of the
Brand’s
Market Research Studies and facilitated a Brand Innovation
Workshop to identify the Brand’s Key Issue and Word-of-Mouth
Opportunities.
2. We designed a custom Qualitative Ethnographic Word-of-Mouth
Market Research Field Study comprised of interviewing Brand’s
Customer Service and Field Sales representatives, users and
competitors’ customers.
3. To best prepare and “Brain Load” for the Workshop,
we delivered a comprehensive Best Practice Word-of-Mouth Marketing
Innovation™ Interactive Half-Day “Get Smart” Overview
for 25 participants.
4. We used the Qualitative Ethnographic Word-of-Mouth Market
Research Output as Workshop Ideation Stimuli.
5. Very different from typical creativity and brainstorming
sessions, we specifically-selected and customized 12 different
group, team and individual Word-of-Mouth Marketing Idea Generation
Techniques including UNLEASH Buzz’s acclaimed Horns & Halos™ and
WineStorming™ for Ideation.
6. We facilitated a Concept Evaluation™ session of
Word-of-Mouth Marketing ideas with the Project Leaders.
OUTCOMES
1. Through our existing Market Research Study Analysis and
Innovation work we identified Word-of-Mouth Marketing as the
top method to increase the Brand’s sales.
2. Through our Word-of-Mouth Marketing Research, UNLEASH
Buzz discovered THE Word-of-Mouth phenomenon that was
directly responsible for the Brand’s #1 retail sales
outlet in Illinois, that if rolled out nationally would increase
sales by an estimated 25%-50% - generating an amazing $100
Million - $200 Million in revenue.
3. The Overview and Workshop participants learned the World-class
Word-of-Mouth Marketing Innovation™ Process, Definitions,
Best Practices, Creativity and Idea Generation Techniques
in only a day and a half.
4. We developed a Brand Word-of-Mouth
Innovation IdeasBank™ filled with the
2,227 Ideas that can be multi-field sorted and queried,
providing years worth of Word-of-Mouth Marketing solutions.
5. The 17 person
team created a World Record-Setting 2,227 Word-of-Mouth Marketing
Ideas during the 8 hour Workshop,
averaging131 ideas per person. Many ideas were deemed “Million
Dollar Ideas” and one newly created and implemented
Word-of-Mouth Marketing idea is estimated to “easily
double” the Brand’s customer base and annual
revenue - generating a staggering $400 Million in revenue.
6. “Amazing! You went way beyond our expectations,
and completely opened our minds, mouths, eyes and ears to
the power of Word-of-Mouth Marketing. This Word-of-Mouth
Marketing Innovation project has entirely changed the way
that we will organize our customer thinking, research and
marketing approach. We know that there many million-dollar
breakthroughs in the 2,227 Word-of-Mouth ideas that we created
in the Workshop that we may never have discovered by ourselves.
We can’t wait to implement these great ideas as soon
as possible. Thank you!” - Marketing Director and Director
of Consumer Insights and Analysis
UNLEASH Buzz is the Leading Comprehensively-Integrated,
Exclusively-Dedicated Word-of-Mouth Marketing Innovation™ Research,
Consulting, Facilitation, Training, Coaching and Agency Firm.
We invite your organization to learn and apply the secrets
of dramatically improving your brand’s Word-of-Mouth
Marketing by scheduling an UNLEASH Buzz Workshop-based
project and attempting to break this current World Record.
Want
to learn even more or have a Question? Call (847) 293-9090 or E-mail info@unleashbuzz.com
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