B2B Campaign Platform Development

Challenge

Exploring reactions to strategic territory statements among small and medium business professionals and meeting planners, to help a international hotel chain create compelling advertising that’s rooted in a powerful human truth.

An international hotel chain wanted to understand the factors its audiences consider when it comes to choosing accommodations/meeting spaces, as well as the highs and lows throughout the decision making process. They also desired to explore perceptions of their competitive set to understand who provides a better experience and where the experience they offer may be lacking.

Approach

To do this we conducted 16 interviews exploring 3 strategic territory statements, each showcasing a distinct human truth. Through these discussions, we not only gauged audience’s reactions to each statement via key metrics like relevancy, uniqueness and brand fit, but we also explored category dynamics such as; areas to win, key amenities, service expectations, and perceptions of key competitors.

Outcome

At the end of our research, our client came away with a clear understanding of which elements across the territories should be leveraged and how they can position themselves to stand out amongst their competitors.