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| Financial Services Case Study |
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| "We are launching a new stock brokerage and want to be sure that whatever we do is in keeping with our overall image, is positioned to attract new customers, and at the same time not alienate our current customers. And we want to develop a position and advertising that brings in the brokerage customers." |
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| Situation |
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An MRC client was launching a new brokerage service. The service would be promoted nationally to the client's current customers, but to the broader marketplace, too. The client wanted to best understand the optimal position for the brokerage, and convey a provocative message through its advertising. |
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| Action |
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MRC worked with the client's advertising agency, conducting qualitative research among potential customers - some of whom were already customers of the client - to develop a series of positions and provocative advertising to "introduce" this service to current customers as well as potential customers. |
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| Result |
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The product and services were refined, and a provocative position was developed as a part of the advertising strategy. The product launched a few months later. The advertising won Clios. |
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