SITUATION:
Tasked with developing the year 2001 business plan, in setting our sales forecast and in growing revenue by 30% I implemented a formal market research program as part of my planning process.
STRATEGY:
In addition to obtaining customer feedback from our website forums, I conducted a series of focus groups across the USA with customers and prospects in order to explore brand perceptions about our strengths and weaknesses relative to our competitors in the minds of our consumers. As well, we obtained information about our current products and services as well as current marketing programs which helped to make recommendations for the following year.
RESULTS:
The information gathered at these focus groups enabled me to develop a more comprehensive plan and to work with other key departments within EyeWire.com to implement new marketing programs, more targeted direct mail and catalog messaging, technology fixes and customer service additions. We achieved our 30% increase in sales and received high customer service ratings from our customer. |
