The problem
An established company was trying to increase its presence within a market that – for a long time – had been dominated by other brands. Communication and other marketing efforts had failed to yield any considerable result.
An established company was trying to increase its presence within a market that – for a long time – had been dominated by other brands. Communication and other marketing efforts had failed to yield any considerable result.
The solution
A combination of quantitative and qualitative research showed the exact market share reality, and the sub-segments of consumers who operated within this reality.
A combination of quantitative and qualitative research showed the exact market share reality, and the sub-segments of consumers who operated within this reality.
We also realized that there were four essential attributes that – when associated with a specific brand – made consumers decidedly more likely to select that brand over others. Qualitative research also allowed us to gain insight into how purchasing decisions are formed, and to understand that, when a product was handled in an unhindered manner by the consumer, the likelihood of the consumer purchasing that product would also increase.
The product was essentially technically sound, so we worked with engineers to changed key visual elements, like colors and fonts of the text on the product and the product name, to elicit the very attributes that made consumers react positively. We also changed every communication piece linked to the product, and initiated a training campaign to ensure company executives would use the four key attributes as often as possible, when talking to industry publications, the media, etc., and to train store managers on what made the customer’s product unique in those four areas. Finally, we partnered with events that allowed us to let consumers test the product in an unhindered manner, and developed a promotion to encourage testers to purchase the product within a predefined “opportunity” window.
The results: This combination of tasks allowed the company to increase sales by millions of dollars within the first 18 months of deployment, and to move to the number one market share position (+13 share pts.) within the same period.
In a Nutshell:
- How do you increase your success in an established market where you've been operating for years?
- Understand consumers, and how you and your competitors fit in their mind.
- Use this knowledge to implement hard-hitting actions and programs that change the perception of consumers, and make them WANT your service or product.
Success Stories - The Perceptual Shift
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