generatingdemand.comInnoMedia
a unique technology for developing
new growth rapidly
Innomedia is a boutique consultancy that delivers incremental growth by finding profitable opportunities that are not in the cross-hairs of current sales efforts. Why consider InnoMedia? Sales need to be jump-started or are running out of steam, and one of these strategies might be needed -- diversify; add new customers; explore a new market; upgrade sales process; convert whitespace.
InnoMedia's capabilities draw on many years of marketing experience. Some of the best companies in the world have helped us develop our expertise in a wide range of markets. They range from the very largest multinationals to the smallest start-ups. But InnoMedia is best characterized by providing an overview of some business opportunities we have worked on, how we tackled the issues, and what some of the outcomes were.
Since 2000: Business Opportunity
Marketing Strategy in the Internet Age
The internet changed the marketing scene and fundamentally changes how consumers behave. InnoMedia has helped clients evolve to a rapidly changing marketing landscape.
Our work on Hallmark Card’s Retail Motivation Framework supported that company’s shift from class to mass -- from selling cards in card shops to putting cards in stores where consumers do their major shopping. Hallmark led the way in leveraging the emotional value of time-based situations in driving purchase behavior. Work with Hallmark also demonstrated the value of tactile communications with printed cards vs. electronic communications (i.e., phone, e-mail, e-cards). Example challenge: Why are men not frequent card buyers? Aren’t men more in need of help when expressing feelings and emotions? What’s stopping men from buying more cards?
Futures: Business Opportunity – Improving Marketing Performance
InnoMedia is now in the position to bring developments in understanding how consumers use media to address the challenges of growing sales in tough times. Marketing performance has been hamstrung by legacy research technologies that are ready for major innovation:
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Consumer research needs to bring together Marketing and Sales around a new understanding of shopper decision-making
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Brand equity research needs to move beyond its focus on how mass media advertising creates brand preference in consumer mindspace and find ways to use shopper marketing to engage shoppers in decision-making that changes their historical purchase patterns
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The shopping experience needs to emerge from its over-reliance on the 4P’s and leverage the store’s unique role as the shopper’s knowledge resource and primary source of tactile product information.
Principals
John Palmer, President
M Sc, MIT, Sloan School
Jan Steele, Director
BA Indiana University, MBA University of Evansville
