New Business Development
It goes without saying: Prospecting for new business is challenging in today’s environment. So how do you get a leg up? It’s about understanding your potential client’s market share. The competitive landscape of the market. And the profile of the client’s target consumers. These are the insights that will set you apart from your competitors and help you build a successful relationship with your prospect. Not to mention, it will also allow you to showcase the revenue or growth that you can deliver to their business, as well as your own company.
An Atlanta advertising agency wanted to land a leading automotive account. But first, they needed to understand the key players in the market and determine the potential growth opportunity for the dealer, so they could make a compelling case. Strategically, the agency’s approach called for targeted creative campaigns, focused on diverse consumer segments and the motivations that drive them – which also required illumination.
The agency landed the Honda dealer’s business. And by illustrating their need to strategically expand their marketing efforts for increased ROI, increased their advertising budget by 20%. By continuing to use Scarborough to profile their consumers traditional and digital media habits, they planned and bought more effective advertising, and have enjoyed a long-term relationship with the client.