The client achieved over 10 per cent improvement in Brand Consideration within 12 months. This translated into greater prospect engagement. On average, a 5 per cent month on month increase in web traffic translated into increased web inquiries. As a result, sales increased.
A greater emphasis on customer outcomes now reduces the reliances on aggressive price promotions. Customers can understand the value of the solution on offer without being motivated solely by price.
From a marketing efficiency point of view, the defined messaging hierarchy was developed into a single creative brief. The subsequent campaign was executed over a full 12 month period, thereby reducing the marketing spend on creative costs.