Situation: Persuade independent retail channel to carry a previously rejected product.
This product, for this channel, was a radical suggestion. Worst of all a similar product had been introduced to this group and failed in spectacular fashion.
Intervention: Our objective was to reintroduce the product idea, launch the new line and get retailer buy-in, both figuratively and literally. We devised a provocative and comprehensive communication plan and delivered it to the retail channel.
Using our unique message, persuasive approaches and what has been called, “inimitable” delivery style, we were able to get a critical mass of influencers in the channel to reduce their defensiveness, be willing to hear about the improved product offering, and consider the carrying the previously failed product line.
Results: Within 72 hours – to the astonishment of naysayers – over two thirds of the channel bought into the program, making it an unprecedented success.