Flip the Script
Situation: Resuscitate a stale brand in order to regain market share, hit revenue numbers, and re-find its footing with customers.
Challenge: Generate excitement for a 10-year old product line with a diminished brand presence to drive sales and regain market share.
Approach: I gathered a cross-functional team to assess the current situation and understand where opportunities existed to improve the brand perception, and thus, sell more product.
The Plan: With several high-profile events on the horizon, I decided to take a multi-pronged approach to re-introduce the brand to internal sellers and external customers. We started with a simple question - do you suffer from spasnobbery? Do you automatically discount the entry price point product as “not a real spa”? Do you assume all customers feel that way? We rolled out this message internally to our sales team, at our Dealer Conference to their sellers, and asked them how they present these spas to their customers. We would leverage their competitive spirit and tap into “catching them” not being a brand fan to change the narrative about this brand and these products.
The Delivery: Through a series of high profile presentations, we introduced the “spasnobbery” concept along with a checklist of ways to know if they suffered from it. We introduced blueprints from an interior designer to show our customers how easy it would be to create a selling space they would be proud of, and then we asked our dealers to show off ways they cured “spasnobbery.” We shared success stories, awarded winners, and improved retail experiences worldwide, leading to an XX% increase in unit sales the following year.