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We were hired to solve a problem B&O was having in gaining traction with hoteliers in the Americas. Throughout Europe, the Middle East, and Asia,… Read More
We were hired to solve a problem B&O was having in gaining traction with hoteliers in the Americas. Throughout Europe, the Middle East, and Asia, the presence of B&O equipment in hotel rooms is viewed as a valuable status symbol. But when they brought their offering to the Americas, they ran into unexpected headwinds. As we dug into the project, it became clear to us that there were two primary causes for this. First, the sales team was using consumer materials to market the products to a business audience that knew little about its products; second, the audience categories that had been identified were confusing the conversation. So, after reconsidering B&Os approach to the audience, we created a new website that functioned as part brochure and part private project portal. (This work was done by one of the Leap partners while at another firm.) Read Less
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