Thinking of marketing a new product and want a fast way to determine its chances? Toronto marketing agency Quizative has launched Innovation Kitchen, a brainstorming program based on an intense five-day business planning process that the agency will tailor to individual clients’ needs.
The outcome of the process encompasses three key categories of service. The first, business planning, includes such items as business model assessment, product and service pricing. The second – product and service design – involves prototyping, product design and digitalizing. Finally, branding, marketing and advertising develops strategic positioning and advertising campaign concepts.
Innovation Kitchen came about through Quizative’s participation as expert advisors on two reality shows this season, said Adrian Capobianco, Quizative’s president. “In the first show, Recipe to Riches, we named, designed, launched and sampled seven new food products in less than three weeks. In the second, Redemption Inc., we worked with competitors to help them plan the launch of a new business that would be pitched to venture capitalist Kevin O’Leary in the show’s finale.”
The Recipe to Riches experience proved to Capobianco that Quizative could deliver a high-quality product in an extremely short timeframe, in contrast to the traditional branding and marketing process that usually takes several months to complete.
Innovation Kitchen is currently working on its first post-TV show mandate. “I get this wide-eye, excited response from new and existing clients that I explain this concept to,’ although he admits that “not every client would be suited to this process, as not all of them would have the right environment for it.”
To perhaps offset the pie-in-the-sky expectations set by the reality show’s success, Capobianco emphasizes that Innovation Kitchen’s five-day pressure cooker is a brainstorming exercise, not a production exercise. Clients are not going to have a product ready to launch in the following week, but they will have marketing strategies and creative concepts in place.
Quizative describes itself as an innovation agency that takes the best of ad agencies, digital web shops, product design firms and think-tanks. Digital marketing – including web, social and mobile media – accounts for 70% of the company’s business.
