Why Innova?
We offer the ingredient that is usually missing in new-product development: creative excellence.
Other new product firms emphasize strategic marketing, which often duplicates the capabilities of the marketing company. While we offer expert strategic development, we especially offer creative excellence.
Large advertising agencies only have a limited number of excellent creative people, who have to spend their time creating major advertising campaigns. So new-product creative work is usually delegated to junior people. Meanwhile, marketing companies assign senior talent to new products, knowing they are a major component of the company's growth potential.
Innova was founded to specialize in providing the missing ingredient: expert creative work in new-product development, provided by executive-level, award-winning creative talent.
Our Process For Success
1. The Input Phase
> We meet with you and your other marketing and research people, as well as your technical people, to learn about what you've done to date, your goals, capabilities, and obstacles to success.
> We study your marketing and research materials, with an eye on your goals and technical capabilities.
> We survey the category or categories in which you compete, looking for unique positions, unmet needs, and emerging needs.
> We consult our own sophisticated selection of reference works, make store visits, and search the Internet
2. Our Unique Creative Exploratory
We've developed a unique creative approach to new product development, which we call our Creative Exploratory. It has a strategic component, a concept-development component, and a name-generation component. We emphasize the component or components that are appropriate for each project. We also use The Creative Exploratory to develop exactly the right test or introductory commercials.
Informed Imagination:
The Creative Exploratory begins as it should - with a strategic exploratory, which allows us to arrive at the most likely positions for your new product to score with consumers and achieve success in the market.
After the strategic thinking, we get creative, but in a unique way that allows us to discover the most compelling verbal and visual ways to present the product strategies you've provided and the ones we've developed. The result is a range of concepts and working names (final names in naming assignments) that reveal the true creative possibilities of the product. This result is entirely different than - and far superior to - the usual collection of random and often unfocused concepts or names with which most new products are destined to be presented to consumers.
Special Note About Naming Assignments
Our Creative Exploratory allows us to source the entire contents of the colloquial English language - the words that all consumer-friendly names are based on. Then we innovate with the words that apply to your product - assessing their value as single words, combining them, joining them, and altering them. Result: When we present to you, our recommendation is based on a thorough knowledge of the most suitable words in the English language and their innovative possibilities. We also offer another unique benefit: The recommended name and selected secondary recommendations are accompanied by positioning statements, so you can see their marketing potential.
3. Presentation
We present the creative exploratory, organized by strategic positions, with concepts and names under each position. For the first time, you'll see the creative horizons of the new product. What we believe are the most persuasive concepts and working or final names will be presented as concept boards. Test commercials are, of course, presented as storyboards.
4. Evaluation
> We review the ideas with you and select the most promising concepts and working or final names. We also respond creatively to your input.
> We attend and/or facilitate qualitative research sessions where we can optimize concepts and names. We can also arrange for quick and cost-effective online evaluation of concepts and names via opt-in email.
> We prepare the work for quantitative testing and meet with you to evaluate the results.
5. Bringing Ideas to Market
> We create introductory advertising, brand names with logos, and package designs. We can help you take the product to market to the extent you would like us to work along with you. The process is akin to carrying an egg to market; the fewer times it changes hands, the less likely it is to get broken.
Success
It comes from the Creative & Strategic Exploratory, because it allows us to discover the most appealing way to present the product to consumers - the way that is most likely to score, meet your action standards, and succeed in the marketplace.
Bring our creative excellence to your new-products. Email Innova at: new@innovanpc.com or call our Executive Creative Director and Founder, Tom Attea, at 212.769.1500.
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