CASE STUDY
Selling Story
Marketing teams tend to be fully focussed on supporting the core business and day-to-day operations with digital activation. This leaves little time to focus on a growth initiative, which is mainly a capacity bottleneck. Combined with a lack of practise, this can slow down executing a growth initiative significantly. A rushed brief can also result in agencies being less clear about intentions and objectives of a brief, thus then subsequently creating output which is ‘off brief’.
A brilliant tool to maximise business value creation is to craft a selling story. This is a structured narrative that highlights a product’s unique value proposition, addressing customer needs and pain points, to persuade and engage buyers, ultimately driving purchase decisions. A well written selling story requires market insights and in-depth product usage understanding. It forms the backbone of the agency briefing and for subsequent sales team training.
Problem:
Crafting a compelling story to brief agency and train sales team
Solution:
Selling story development
Action
Following the deployment of a product application expert, InnoMotion crafted the selling story and agency brief for the client. The insights distilled during the safaris linked with the results from product application testing, were translated into functional and emotional customer benefits, backed up by the facts and figures from the application testing. Suitable photography was selected from the extensive picture bank built up during the product application testing.
Result
The selling story enabled the rapid and crystal-clear briefing of the agency through client and InnoMotion. It also became the foundation for the sales team training module.
The tangible output was a European wide activation campaign run for several months covering social media, digital and print media and trade fair demonstrations, catalysing the entry into a new, on-trend application.