Case Studies

Objective:
An information and consumer technology corporation wanted to expand its presence in the consumer market and increase its overall brand awareness in the category.

Need:
Attract new buyers who were not currently being reached through the client’s traditional promotional methods. Increase the overall awareness of the brand in the consumer market.

Approach:
Conducted market research. Determined strong client presence in technology and general interest publications. Determined TV advertising was best method to expand overall awareness and reach untouched audience. Developed a four-ad strategy incorporating client personality and value proposition. Developed three-month spot and block media campaign targeting programs with high demographic match. Retained call center for call disposition and fulfillment kit distribution.

Results:
More than 500,000 calls were received over a five-month period to advertising specific toll-free numbers. The call activity lifespan was nearly twice the length of the time ads were run. Client realized a 4x increase in aided awareness among target audience and a 2x increase in unaided awareness.

Objective:
Introduce a new brand and product line into the upstart personal consumer GPS navigation industry.

Need:
Establish the company as a player in the industry. Increase target market awareness, resale buy consideration through a mix of push and pull marketing tactics.

Approach:
Defined the value proposition of the brand and pushed it through all marketing vehicles. Developed website with informational and sales-based focus. Developed channel sales and promotional tools to aid sales through distribution channels. Developed end-user awareness through an equal mix of public relations and retail channel advertising vehicles. Designed website with an equal mix of information and sales focused content.

Results:
Established client as one of the top four companies in the industry and maintained an awareness level commensurate with the market leader.

Objective:
Introduce a new marine electronics brand into North America, the largest recreational market in the world. A mature market with slow growth, the segment was dominated by well-entrenched and established competitors.

Need:
A ‘to-market strategy’ designed to quickly lift company awareness, brand awareness and purchase consideration to competitive levels.

Approach:
Developed and implemented a mass awareness strategy with a strong focus on public relations, and supported with targeted end-user advertising and a designed website. Designed sales-focused marketing activities with powerful branding elements. Program included end-user trade shows, channel sales programs, end-user promotional programs and collateral.

Results:
As measured by two industry-focused organizations, within two years, aided awareness was over 40% and higher than the majority of the competition. To-market approach is considered the model for marine electronics. Media coverage exceeded one article per day on average within 2 years.