STUDY1
Emotional Resonance
Theorem Delivers What You've Always Been After. The answers to WHY your customers buy.
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350+ Corporations have learned that strategic messaging must express what is emotionally resonant with the target market. Otherwise, you're talking past them while searching for what is hiding in plain view - the emotional trigger that occurs when what is valued is expressed as a purchase decision.
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In 45 days, you will find the pulse in the purchase, find the patterns across your market, and know that what you say works.
CASE STUDY
Kansas City, Missouri
3,000 Employees
Revenue $2.5 billion
Bio: Blue KC is a health insurance leader in Kansas City. But retaining their existing group policy members as they age into Medicare was proving to be a challenge. Why?
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Problem: What was missing in their strategic messaging to move more of their members seamlessly to the next phase of Blue KC service? What did these members need to know in order to stay with Blue KC?
"Some very creative things happen at Blue KC but not without the data. Theorem brought us an extraordinary predictive behavior model that yielded actionable results, which Blue Cross Blue Shield of Kansas City is now very focused on for present use and even more so for future use. The value to us is undoubtedly there. Highly recommended for any company that wants to capture the deeper reality of a target market and hone strategic messaging for effect."
Gratia Carver, Chief Experience Officer,
Blue Cross Blue Shield of Kansas City
Solution: In fact, there were several critical areas of awareness the group policy members needed months in advance of the transition. One key resonating factor was a complete surprise to the Blue KC team, including a consulting 26-year broker.
We wish we could say more -- but we can't.
Kansas City, Missouri
300 Employees
Revenue $50 million
Bio: Cereal Ingredients, Inc (Cii) is a privately held, employee-owned specialty ingredients manufacturer that was established in 1990. Cii is a one of kind company leading the market in the production of inclusions and particulates for the leading consumer food brands. The Company holds multiple worldwide product and process patents.
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Problem: With Cii’s worldwide reach, the company joined with the OptiBiotix, from the United Kingdom, to be the exclusive North American provider of the revolutionary microbiome inclusion product Slimbiome. In the UK, the marketing of Slimbiome was successful and it is widely used in bread, biscuits, dairy, gummies, muesli pots, healthy snacks & bars, and a range of cereals. Slimbiome inclusion offered a healthy, hunger-free weight management system that is backed by strong scientific principles rather than simply relying on willpower. Slimbiome has won multiple awards for its revolutionary unique health benefits including “The Weight Management Ingredient of the Year” and for “The Best Functional Ingredient for Health and Well Being.”
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So with all this UK success, Cii expectations were high for early success. Over the next 2 years, Cii pitched their clients, the largest health food brands in the US, to incorporate this microbiome inclusion into their health food lines. After some initial interest, all they had in hand was the contract they had signed with Optibiotix and no sales. Why?
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Solution:
The result of the emotional resonance study revealed some surprises. American health food companies had limited education when it came to gut health. They did not have a clear understanding of the science around microbiomes of the gut or it’s and their health benefits. Nor was the word “microbiome” in the health industry vernacular. Hence the clear advantage of Slimbiome over other inclusions was not realized. When it came to using active inclusions like probiotics and prebiotics the industry called them “functional ingredients.” But even here the education was limited around the gut health benefits. Additionally, Cii was aiming its sales force at the wrong decision-makers in the industry.
Cii began an education campaign with its client base, the best sectors being bars and baked goods manufacturers. They owned the rights to this microbiome inclusion in a market that was a few years behind the UK, i.e. they were early to market and needed to expect that it was going to take time to bring this market up to speed on the benefits of Slimbiome.