How to Gain Access to New Markets & New Customers Without Advertising

Sun & Earth
Detergents & Cleaners 

Situation:

• 8-year old, struggling consumer detergents & cleaners company nearly succumbs to agressive competition, demanding retailers, and unaffordable marketing costs.
• A group of "social-venture" investors buys the company with 2 goals: (1) reap an attractive ROI and (2) creating a model "values-led," community-based corporation.*
• The new owners reject conventional communications models in favor of grassroots marketing and promotional partnerships with influentials.  They need a team with business success in these areas.

 Solution:

• They contact Bryan Thomlison of OCW, whose work in this field is referenced in a dozen books.
• The new team develops a business plan built on Thomlison's "Stakeholder Partnering" model.

Outcome:

• Within a year, sales per point of distribution jump 25% and are expected to double in the following fiscal year.

 * A values-led corporation is one that attempts to integrate social responsibility with all its actions: Environment/Health/Safety throughout the value chain, employee relations & benefits, and community interaction.  It believes shareholder value is optimized in the long run by creating value for all stakeholders impacted by the company's existence.