Data-Driven Marketing – 3 Real Life Examples of How Data Fuels Creative Decisions
There was a time when agency creative directors and researchers never spoke. Didn’t even shake hands. But in today’s data-driven marketing world, that kind of attitude is simply out of the question – and with good reason.
Often, the primary aim of market research is to gain consumer insights. Armed with real information from actual customers, smart companies become better content creators. And their marketing materials actually work.
Here are 3 real life examples of brands using data to create better marketing materials and inform product design.
A Modern Approach to Home Improvement – Redesigning Marketing Materials
The Challenge: In the face of stagnating sales, a producer of installed home improvement products hoped to retool (pun intended) a longtime advertising campaign. Voccii® partnered with this client-company’s Agency of Record to conduct detailed consumer research.
The Approach: We organized consumer focus groups in order to get insights direct from the source.
Insights, Actions, Results: We quickly learned that consumer shopping habits had changed. As consumers became more used to using the internet to make purchase decisions, the company’s old “Call Now” call-to-action fell short.
Instead of trying to entice buyers to call a dealer, the company needed to provide more information on the website. The focus groups told us exactly what information customers wanted, such as:
- Design ideas
- Product feature information
- Product applications
- Installation information
- Further specifications
We added more information to the website and changed the primary call to action from “Call Now” to “Schedule a Consultation”. The agency developed and tested new creative and messaging for both print and web. The client is on its way to bigger sales and happier buyers.
Opportunities Lurking Under the Hood – A Whole New Target Market
The Challenge: A maker of cleaning products for automobiles wanted to test the success of a new cleaner. This product in question was formulated for a specific vehicle.
The Approach: Online survey targeted to customers of stores where the product would be sold.
Insights, Actions, Results: Our research revealed a brand new and unexpected target market segment. We discovered that buyers of this specific vehicle wanted more than just one product. They wanted a range of products and a section of the store devoted to them.
The company used this data as proof-of-concept for developing more products and getting expanded shelf placement. This ultimately resulted in more revenue for the company.
Eating with the Eyes – Feeding Desire in the Consumer Packaged Goods Industry
The Challenge: An established food brand in the CPG segment was gearing up for a new product launch. With various flavors and package designs up for consideration, the brand wisely invested in research into the new food category.
The Approach: Qualitative research to gauge consumer reaction to the concept, flavor profiles and packaging.
Insights, Actions, Results: For the most part, flavor profiles and packaging options were on point. Results showed, however, that one flavor was less appealing to consumers; packaging colors and imagery were especially unappealing.
Despite the research data, the client opted to launch all flavors. They eventually ended up pulling one flavor due to low sales. Spoiler alert, it was the one that research had predicted would flop.
We love working with brands and agency partners to get a look into the minds of the consumer. To see more practical uses of market research, check out our case studies.
