When a crowded space leads a manufacturer to opt direct-to-consumer

THE SITUATION:
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As pressure from imports increased, a regional Midwest manufacturer was forced to shift strategies and move to a direct-to-consumer model. The challenge was finding space in a crowded market – and then finding a way to win.

MAGID APPROACH:
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White space exploration and iterative creative testing drives explosive growth 

Our team led a multi-year engagement to explore brand attributes in the major retail space and develop new approaches to a crowded market. Successive waves of dial tests identified and confirmed the best creative executions to position the client for growth and long-term success, resulting in 300% increase (from $3 million to $9 million) in sales over a three-year period.

PROJECT DELIVERABLES:
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» Advertising creative testing
» Market analysis
» Consumer attitudes and usage
» Brand attribute assessment
» Media evaluation