Positioning | Branding | Surveys | Market Research | On Target Research -- Client Successes.
Let me give you an example of one story very quickly.
A company came to us and they were looking to market telecom systems to the correctional industry these are payphones for inmate use, unfortunately in this country that's a growing industry, it's a booming industry.
So we conducted surveys of the people who signed the purchase orders meaning the wardens and the sheriffs. To find out what it is that they thought was important or valuable about an inmate phone system.
We came up with one button, a hot button.
They wanted the phone system to be indestructible. Okay so we got a button there.
So we went back with a positioning survey and we asked the same public, not necessarily the same respondents, but wardens and sheriffs - What object or activity represented indestructible to them?
The answer was a tank.
So this company rolled out a whole marketing and PR campaign with the indestructible tank phone with all the graphics to match and this little company went from 0, it was a start up, it went from 0 to 30 million dollars a year in 3 years. They became the largest independent provider who made phone systems in the country. Why? Because we found out what these sheriffs and warden's thought was valuable and then we positioned that, we got the positioning for that from their mind and the company soared.
Let me give you another example of how positioning works.
Some years ago an ISP, and Internet service provider, came to us to conduct surveys and get a position. This was right as DSL was emerging on to the market. We were all using 56k modems at this time, which was supposed to be hot stuff and these guys had DSL. Their major competitor was Time Warner Cable.
Their market was small and medium sized businesses. So we went in and we surveyed the owners of these, small and medium-sized business, to find out what they wanted from an Internet service provider.
The answer, no surprise, was "speed". Okay so we have a button. They wanted speed.
We went back now and asked this public - what represents speed to you?
The answer, and this was in the South Eastern part of United States, the answer was a Daytona racing car.
So our suggestion to this company was to now build a campaign around their service being this Daytona racing car blowing away the Road Runner, at the time the Time Warner Cables icon was the Road Runner.
So along comes this Daytona racing car and the little Road Runner is on the side of the road puffing for breath, which then positioned them as faster then Time Warner Cable.
If you're interested in finding out how you can benefit from our proprietary survey technology that will position you as the market leader then contact us today.
Email Tony on [email protected]
for more information on how to get started today.
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On Target Research - What We Provide, over 20 years of customer loyalty surveys, customer satisfaction surveys, positioning and branding surveys, customer surveys, expertise in all aspects of marketing, research, branding, positioning, enthusiastic clients in New York City, Chicago, Los Angeles, Canada, Australia and Moscow.
Contact Tony on [email protected]
for a free consultation.