Featured Success Story: HoneyBaked® Ham Company

"The odds of a family business succeeding from the third to fourth generation are three percent," says HBH’s chief executive officer, Craig Kurz. “That’s what keeps me up at night. We don't want to be the generation that fails." >> Download full story

 honeybaked logo The Problem: As a seasonal business, HoneyBaked needed to boost their “non-holiday” sales. And with a number of failed attempts at leveraging national grocery chains, the next meaningful sales boost eluded them.

honeybaked billboardThe Solution: In their Eureka! Winning Ways session, 2 key discoveries helped them take their efforts to the next level.

1) By communicating your Overt Benefit and Real Reason to Believe you can increase the effectiveness of your message 5 fold.
2) “Fail Fast, Fail Cheap, Get Smart” cycles of testing and learning help you discover the “unknown unknowns” and separate opinion from fact.

So they re-staged their communications to say why customers should believe that HoneyBaked was the best tasting ham – adding Reason to Believe back into their message. To test it, they took it to a national grocery store chain to do an in-store test they had tried two times before, and failed. But with the new message, they DOUBLED their grocery retail sales in just 2 weeks!

 

An interview with HoneyBaked® Ham CEO, Craig Kurz, about the Eureka! Winning Ways Experience