The project: A company was struggling with how to market a particular producer’s products, which were excellent quality but on the obscure side—and the lagging sales reflected the disconnect in the marketplace. I was asked to tackle the problem head-on and fix the message to increase sales and awareness.

How it worked: I knew there was no way to understand the why behind the products without going on-site. I also knew that the unbiased opinion of an experienced educator and subject matter expert would help us translate the message to a cynical audience. I reached out to the SME to learn about their interest in traveling with me to the site for a research trip and then a subsequent lecture series. 

I arranged all the travel, which was multi-city and required plane and automobile connections to a rural area. Armed only with WhatsApp and a little bit of an introduction from my colleagues in the producer’s country, we arrived to spend a week learning about the region, its traditions, and most importantly, what set these particular products apart from the pack. I translated for the entire trip. 

Through patience and genuine interest, we gained the producer's trust and formed a deep understanding of his sprawling project. The subject matter expert and I then developed a meaningful seminar that we conducted in four US cities several months later, where the producer joined us once again to introduce himself for the first time to a trade audience. I was the moderator and translator for these seminars.

The outcomes: Sales of this product dramatically increased, and the maker was convinced to come back one more time later in the year for his first press junket, including some one-on-ones with important writers in the field. His releases from there on out received coverage and excellent scores in some of the top trade publications in the industry, and he finally felt comfortable sharing his story.