new product communications targeting
THE Situation
A major automotive brand was launching three new models in a short space of time. They wanted to ensure they had both a unified brand approach and a very specific message for each audience. However, the audiences were not yet fully defined. They also wanted to ensure that they maximised budget and minimised duplication of work for each model.
The approach
We designed a three-stage programme. After analysing existing client data, we launched a qual phase with consumers, and finally a quant stage to measure the effectiveness of various offers.
In Phase 1 our analysts profiled current owners and targeted conquest buyers for each of the segments of interest. Using three separate data sets: NCBS, MOSAIC and the client's New Owner Survey, we created three distinct profiles.
Phase 2 involved identifying key themes in those segments from our desk research. We then conducted focus groups with all three segments, splitting out current owners from core conquest targets to investigate key motivators and lifestyle requirements.
In Phase 3 we measured consumer reaction to proposed spec bundles, as well as assessing uptake likelihood and preferred activation techniques.
the outcome
We helped the client and their comms agencies to really understand who the customer was for each product, as well as what unites them, and how to position each model accordingly, to stand out.
This provided the comms agencies with profiles on which they could anchor strategy and creative development.
The research added flavour to the comms plan and factory profiles, ensuring communications with the local market were effective and appropriate.
Most importantly, our support had the desired impact on the client's business: they launched one award-winning product and two that met and exceeded sales targets.