Increasing Sales Resulting From “Smarter” Marketing And Advertising Initiatives
Situation: A universally-recognized consumer goods company came to Third Angle puzzled as to why their marketing and advertising campaigns were so inconsistent with sales performance, especially in their efforts around viral marketing. They noted that after a few campaigns, sales increased dramatically, while after others, there was little to no change, or even a drop in sales entirely. They asked us to develop a method they could employ for guaranteed, consistent success.
The Catch: In addition to a method and a tool, they also asked that we teach them the underlying root causes of “viralness”, and variables they needed to account for when designing and evaluating campaigns. In other words, they wanted a solution and an applied learning technique they could utilize for this product line and many others.
Innovative Actions: In pre-workshop interviews, Third Angle learned a few key pieces of information. The team leading the brands desired to have better intelligence around what did and did not work and why. Furthermore, they wanted to use that intelligence to provide stronger leadership to their advertising agencies who created the campaigns for them.
A unique Third Angle value add was Translating Science to Practical Applications, Mindsets and System Level Change, and in this case, used complexity science. After comparing and contrasting the client’s successful campaigns (and those of other companies) to principles and dynamics rooted in complexity and network sciences (the foundation for viralness), Third Angle was able to develop their workshop and tool.
We made subject matter and domain expertise useful by walking the team through a model that translated the basic principles of complexity science into design principles. We took them through examples from other companies so they could see for themselves when the principles were and were not activated. We then took them through their own examples, utilizing the campaign evaluation and design tool we built for them to demonstrate the model.
Growth & Value: The team stated we “hit a home run.” They employed the tool for their future campaigns. Their correlation with sales increased from 15% to over 90%, making the tool a very reliable asset for predicting success in increased sales and viral growth. Furthermore, the team now felt they could lead their advertising agency advisers more effectively, and provide better informed suggestions and critiques of campaign ideas based on their newly acquired understanding.