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our approach |
Sherbrooke Partners began this engagement as we always do—by
listening. A lot. To everyone. And by working to establish a relationship
in which all participants feel free to share their ideas with each other.
In the course of facilitating these
discussions, we learned that a big obstacle to progress was a lack of insight
about current customers as well as new sources of business. We needed to gain
a clearer picture of our marketplace in order to begin the process of
building a successful strategy and implementation plan.
We began by researching and creating an
industry "fact book" detailing current trends and key issues affecting
consumers in the category. The fact book provided everyone with the same
clear, consumer’s-eye-view of the marketplace. We conducted primary and
secondary consumer research to create detailed profiles of both existing
and target customers. Working with internal teams, we created detailed
target segment profiles and compared those segments to the existing
customer base, ultimately identifying three target segments that represented
the greatest opportunity.
With a set of clearly-defined target
customers and insights into their needs and preferences, we organized and
managed a series of brainstorming sessions with internal teams and
outside experts. Using creative, team-based techniques, we elicited new
ideas that ranged from minor changes to radical reinventions.
From this wellspring of ideas, we worked
with our clients to create and test new value propositions,
identifying those most appropriate for test market opportunities.
Sherbrooke’s creative team packaged and positioned concepts. We then
used consumer input from focus groups to evolve the ideas. Finally, we
collaborated with our clients to build and launch pilot programs.
Our services spanned the entire process
from concept to reality—creating, articulating, and evaluating concepts,
identifying appropriate partners, fleshing out programs, and launching test
markets.
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