Using the power of customer insight to unlock the right communications.
After losing the No.1 market position for pet insurance, a significant investment was required to gain back top position. The client had an idea about the campaign messaging, but hadn’t talked to its customers and target audience to see if it would resonate.
I was able to challenge the client and recommend a comprehensive qualitative research study that would determine what the messaging should be to attract new customers. I was heavily involved with managing the research and the subsequent campaign.
The research identified a minor product benefit could play a major part in enticing customers and this was used to form the main part of the messaging for the new campaign. There was a confidence and reassurance that the campaign messaging was underpinned by insights gained from the target audience.
Gaining customer insights into our and competitor products proved to be an essential part for our campaign and credit has to go to Josh for this. I enjoyed working with him and would happily recommend him to work alongside you in improving your marketing output.
Dulcie Omonubi, Pet Insurance Brand Manager, Tesco Bank