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"Preventive medicine for a promotion"
A leading pharmaceutical company created a program
to celebrate the 75th anniversary of their flagship
product an item found in nearly every medicine cabinet
and first aid kit today. Only 7 stations signed up for
the satellite tour. The company asked The Hampton Group
to reinvent their message and prepare their leading
spokesperson an actress playing the most popular nurse
on daytime TV.
"No more snores"
The CEO of a multinational electronics firm regularly
spoke at conventions for company franchise owners. His
customary approach on stage was to hide behind his
podium, and deliver a stiff monotone speech. His
addresses were even periodically punctuated with snoring
from jet-lagged franchisees. The CEO was scheduled to
appear again to announce a consolidation and an increase
in advertising prices. The Hampton Group worked
one-on-one with the CEO to help him develop command
presence, liven his presentation technique, and craft a
message that delivered bad news with credibility and
respect.
"High-speed roll-out of high-tech product"
A technology firm, rolling out a new high-tech product,
needed to prepare for media coverage and sales briefings
but no one had time to stop for media training. For
the product-rollout to be successful, the client needed
to craft a clear message and train a technical team to
present professionally to a non-technical audience. The
Hampton Group ran 12 programs in 3 different cities,
training 100 people on the same day. We customized our
training session, composing it with a two-hour overview,
and scheduled 60-minute and 90-minute meetings with key
players to minimize the time requirements, while
increasing the productivity of the training. No one
spent more than 4 hours on media training. We set up
videotape feedback sessions and team-based workshops.
"From foe to friend"
From an accumulation of bad experiences, the owner of a
professional sports team had developed a deep-seeded
dislike for the media. He regularly found himself at war
with a particular sports reporter. For as long as anyone
could remember, this reporter had written only negative
articles about the owner. The Hampton Group helped the
owner alter his message without changing his colorful
personality.
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| Result: After we implemented
message and strategy changes, a total of 22 stations
signed up for the tour. |
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Result: The CEO came out from
behind the podium. He appeared with a cordless mike,
held the audience's attention and received a standing
ovation. |
| Result: A successful product
launch that laid a foundation for strong future sales.
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Result: After 2 interviews with
the reporter, the animosity is gone and the two men have become fast friends and
allies. The reporter calls every two weeks, and
regularly comments about the owner: This is a valuable
source and I treat him with respect. |
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