case study

Research reveals valuable insights to target new customers:

A small regional family run hardware business wanted to inject new life into their string of 6 stores to bring in new customers and increase their revenues. Feedback from an in initial investigation confirmed that they were carrying similar product ranges as many of their competitors and had no real service issues. The owners believed that that they were not promoting their business as effectively as they could be, and wanted to learn how to better reach and communicate with their prospective customers.

A demographic profile of their current customers revealed that the majority consisted of married men aged 29-45 years, with household incomes greater than $55,000. Detailed maps clearly showed the local neighborhoods around each store where their customers lived, and which local grocery stores they visited. Finally a media profile uncovered which local papers are most read by their target and the radio stations most listened to; this was used to redefine their new advertising campaign. Armed with these insights they eliminated ineffective advertising and focused their efforts on the right channels to develop a more efficient marketing program that would reach their target audience.

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