Building brand loyalty within a B2B service market
As the market leader within its sector, our client needed to enhance the loyalty of the existing customer base as well as drive growth through the conversion of prospects.
Competitors showed high levels of marketing activity and a number of market changes presented an opportunity for them to steal customers.
Insitas identified the key drivers of consideration at both a market level and for specific brands.
We measured the levels of brand loyalty, plus competitive strengths and weaknesses for the client brand. This enabled us to recommend key messages to be conveyed through marketing communications.
This was done across a number of key sub-groups.
The client developed a new multi-media communication plan, built around messaging of the key drivers.
This was tailored to the different sub-groups, designed to encourage brand re-evaluation and potential brand switching.
Working alongside Insitas, a number of KPIs were developed for subsequent tracking.