Bähncke’s Out of Home Strategy: The best ideas are always co-created

At CPH Strategy we believe that the most powerful innovation projects always consist of a deep dive into the category, a co-creation session with the target audience, and an inspiring creative brainstorming session. Finding the right balance between engaging the audience and maintaining the brand's core vision is crucial. By harnessing the collective wisdom and creativity of the audience, we generate ideas that are more relevant, impactful, and aligned with their expectations.

Strategisk branding konsulent. bedste til strategi i København. brandstrategi. Strategisk branding konsulent. bedste til strategi i København. brandstrategi.

Proces

When we develop new products and concepts, we follow a 5 step plan consisting of the following phases. In this case we developed an Out of Home Strategy for Bähncke:

The 5 Step Development Process for Bähncke’s out of home strategy

Step 1: Identifying the most essential trends in the market

Identifying the most essential trends in the market. To gain a deep understanding of the market, we toke a deep dive into the category and examine the following:

• Global trends and product innovations within the “out of home” sector (OOH)

• On location observations where we visit a large range of different types of cafes, takeaway restaurants and street food markets to examine the range of menus and condiments – and get a hold of where the market is going.

Step 2: Comprehensive Interviews

To learn more about the professional's preferences, attitudes, barriers, and wishes we conducted interviews with professional chefs, influencers, and food/concept developers in OOH channels such as cafes, street food, takeaway restaurants, etc. as well as salespeople and selected distributors. Furthermore, we interviewed guests in different areas of the OOH sector.

Step 3: OOH Strategy - prioritization of segments & focus areas

Based on the comprehensive insight we prepared a OOH Strategy with a prioritization plan for segments & focus areas Bähncke OOH.

Step 4: Idea catalogue co-created with the target audience

Based on the insight study, research, and interviews we develop a catalogue of 12 strong product & concept ideas that matched the needs of the professionals.

All ideas were tested with relevant OOH chefs and developers in a focus group. During this session, a lot of new ideas appears. This “real-time feedback” allows us to gather immediate feedback on concepts, prototypes, or proposals. This feedback helps us refine and iterate our ideas, ensuring they align with the audience's expectations and desires.

Afterwards, all ideas are rewritten in corresponding with the feedback from the audience. In the end, we rank all ideas in connection to which had the greatest potential to achieve the objective of the project.

Step 5: Go to market plan

Based on the insight study and the quality test, we conducted a go-to-market plan for Bähncke OOH that described the strategic focus areas, segments, and initiatives/ideas with which Bähncke should enter the market.

Our 5-step plan encourages an open innovation and co-creation environment.

It enables all members of the team to contribute with their unique knowledge, skills, and ideas, fostering a collaborative environment that promotes breakthrough thinking and novel solutions.

Strategisk branding konsulent. bedste til strategi i København. brandstrategi. Strategisk branding konsulent. bedste til strategi i København. brandstrategi.