SONY PICTURES NETWORKS INDIA II To Be The “Consumer Lens” Catalyst For The Television Channels Sales Teams In Order To Fortify The Shift From “Media For Media” to “Media For Business”.
Media & Entertainment
Consumer Lensing Workshop I One-to-one Consumer Insight Instigator I Clarity Consulting
B2B
Case Study in Brief:
– Category: Television Channels
– Years of Operation: 27 Years
Problem:
- The media landscape is changing faster than ever before. The OTT players are disrupting the media advertising scenario.
- Clients are expecting that media channels need to do more than Reach & Awareness.
- Sales teams are always stressed and stretched. Do they have the bandwidth to listen & execute newness in midst of the hygiene sameness?
- To objectively answer the query of the relevancy of the Consumer Lensing Workshop & Handholding Session – “karke, phir kya hoga?” when the ecosystem runs on status quo.
- The mindset of “coaching session 😄…”
- Yes, there’s a business problem. We have been selling solutions so far for that only! Now, what’s the big deal?!?
Strategy:
- Nudge the Sales Teams from being a content-seller to an insight-led-solution-provider for their sets of clients. Become the perfect amalgamating force to converge content, context, consumer, and culture-in-action.
- Creating a New Mindset-led Sales Force Who seeks Why & How, and not just What & Which. Thereby, curating long-term client relationships where clients might spell out “This is my business problem, what you can do to solve it. I am reaching out to you as the first dialed number…”
- If we can have the share of the heart & mind of the client, it will eventually lead to share of his/her wallet.
- Get into the stage of reason-with-repeat-purchase as a good business-call habit, and not just a tick-mark and compulsion.
- The media ecosystem is changing faster than ever anticipated due to the newly acquired attitude & behaviour of the end consumers. Are we trying to catch up with the trend or are we proactive enough to leverage/appropriate/reframe the trend?
- To establish & entrench the truth – not just another coaching session, but “it’s an Application Session to do things where I am in control”.
- To reframe/articulate the client’s business problem and connect it to the consumer insight through culture & consumer lensing (human truth lensing) – Sam & Andy created the belief system that there will be magic in the logic. The client will know Why he/she is buying, not just what he/she is buying. Value creation >>> Cost negotiation
Solution:
- Firstly, Sam & Andy created an extensive project network plan to achieve the tight timeline.
- 3 locations – Mumbai II Delhi II Bangalore. 8 teams in each location with their 8 sets of clients. The need to instigate & actualize 24 teams within a span of less than 30 days. 150+ strong sales force, brand solutions & strategy members – answering their Why; How; What; When & Which.
- Consumer Insight Mining + Consumer Lensing WORKSHOP per location, customized & designed by Sam & Andy as per that region’s clientele.
- The Workshop Output was through Specially Designed Exercises & Solutions mapping for the respective client’s brand.
- Individual team instigation session per location was personally done by Sam & Andy = hours spent on majority of the teams to get the clarity in place.
- All these culminated into three Hackathons at the 3 locations – Mumbai II Delhi II Bangalore.
- Presentations were made by the teams on their identified clients adhering to the Sam & Andy’s structures.
- The Hackathons were roaring success where the teams themselves identified their new approach to thinking and actioning for their clients.
- It is just the beginning to a new belief and behaviour towards future-proofing television channels sales…
Client Level: Domestic