Research: Selling things that Betty buys? Better see the world through Betty's eyes.
We're obsessed with research. Without a core understanding of your market, offerings, clients and culture, great advertising simply cannot exist. We like to talk to your employees.We like to talk to your management. Above all, we like to talk to your customers. The end goal is a detailed understanding of:
- Your product or service: what it promises and what it actually delivers
- Your customers: why they are driven to you and how they see themselves in your offerings
- Your competition: their strengths and weaknesses
- Your market: specifically, where your best prospects can be found
- Your opportunities: what is needed to turn your customers into promoters of your company
Through our strategic partner, Impact Consulting Services, and their proprietary web applications, the research process is driven by hard data and common sense and is very simple and straightforward.
We establish databases, constantly updated, that provide an ongoing source of information for our clients. This information designates indicators of current and potential strength of the market in terms of consumer presence and retailer presence and leads to more actionable results as the information is integrated into your company's planning process. We focus on four main disciplines:
Consumer Segmentation
Consumer Segmentation profiles your consumers by demographics, psycho- graphics, and lifestyle and compares your customers to all potential consumers in your market. Know who you are selling and who you should be selling, but are not.
Market Share
Market Share is a measurement of your quarterly sales performance compared to industry sales in a defined geographic market. Know your market penetration each quarter with this metric.
Retailer Effectiveness
Retailer Effectiveness examines how the consumer compares your store with the competition in the specific market(s) in which you operate. It addresses the question, "If consumers are not buying from you, who are they buying from and why?"
Advertising Performance
Our performance is measured in your growth. We analyze the cost effectiveness of campaigns to make sure that your ad dollars are being maximized and that every project is helping you increase traffic, sales, margins and profits.
