Using Market Research to Ensure Success

New Product Offers Real
Advantages and Enjoys
Success During Down Times

Launching a new residential building product during the crashing 2008-09 housing market might seem like a bad idea, but LiteSteel Technologies didn’t see it that way. Charged with the development of an integrated advertising and public relations campaign, LePoidevin Marketing first conducted up-front market research to find out from potential buyers and influencers what was important to them.

Armed with extensive market intelligence, our creative team developed several concepts and messages. Although both we and the client felt confident in the concepts, we wanted to know how audiences would react to the ad images and messages — before investing the placement budgets.

We developed a quantitative survey designed to test multiple concept options, ad images, messages and body copy. Architects and builders were invited to take the online survey via an email blast. The 275 responses highlighted the believability of the content, impressions readers got from the images, questions audience members would have about the product and their likely next steps.

This research was instrumental in predicting which of the creative concepts would generate the best results. Insight also was gained on a few minor changes to be made prior to launching the campaign and on what other information audience members would want after seeing the ad.

Ninety-six percent of respondents said they would seek additional information about the LiteSteel product and more than 60 percent said they were “likely to” or “would definitely” try the product based on what they saw in the ad. Having this information in hand allowed LiteSteel and LePoidevin Marketing to move forward knowing that the positioning and product messaging was right.