BMU Workshops Generate Ideas and Revenue at Bonnier Corp.

Photo: Valerie Fischel

Brainstorming pays off. At least in the case of Bonnier Media University's recent workshops at Bonnier Corp. in the U.S., where the ideas developed are already up and running. And generating revenue.

The first installment of workshops began in February, and publishers have been quick to see the results. John McEver, publisher of Boating, says, "From our workshop we created a multi-platform marketing program with a revenue target of USD 300,000 for the fourth quarter."

Several participants from the spring workshops were asked to present their successes in the most recent sessions, led by BMU's Elisabeth Palombo in New York and Florida at the end of May. This made an impression and gave the process real credibility, says Stefan Mehr, director of BMU. "We tell them, 'This group came up with at least 300 ideas,' and it puts pressure on them."

Palombo has worked with 14 Bonnier Corporation titles since early spring, leading teams of employees from different job areas within a single brand to reflect on their brand image and brainstorm practical business ideas that could be monetized. BMU follows up on the implementation of these ideas (you can read about it here).

When Mehr joined the workshops in New York a few weeks ago, he was surprised and impressed by the ideas the teams generated. "I think they also surprised themselves," he says.

The feedback from workshop participants continues to be positive. Todd Smith, editor-in-chief of Outdoor Life magazine in New York says, "In the short time our group worked together, we drove dozens of ideas. From those, we developed several strong actionable plans that we are acting on right now." He says that bringing together the diverse strengths of individuals from all parts of the brand harnessed superior results, and he was glad they were encouraged to reserve judgment until every idea was captured. "Creativity and ideas are our biggest assets," he says.

BMU will return to the U.S. in the fall, says Mehr, with plans to reach as many U.S. titles as possible. "We have developed certain ways to be successful and we like to share that, not keep it exclusively in Sweden," he says. "Of course we're particularly happy when it pays off."