Case Study #20 : Advertising Development - Homeowner Services
Actual Studies, Real Results – Using Marketing Research to Grow Sales and Profits
Product Category
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Consumer Service - Homeowner Services
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Research Topic
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Improve effectiveness of multi-million dollar Yellow Pages advertising
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Research Need
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Large homeowner services company recognized a decline in the response to their Yellow Pages advertising and the need to improve their ads.
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Research Process
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Focus groups were conducted among consumers. Early in each focus group, consumers were each given a Yellow Pages Directory and asked to select three companies they would most consider, based on their yellow pages advertising.
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Results
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Client's management observed the focus groups through a mirror and noticed immediately that all of the respondents skipped over the client's full 4-page ad in favor of single or half-page ad companies. When asked about the client's large ad, consumers indicated it was too difficult to find the key information they needed from a 4-page ad. Further discussion of the companies chosen revealed the most important benefits the consumers needed to see in the ad.
Client revised their ads to emphasize the key benefits wanted by the consumers. But more importantly, the client reduced their yellow pages ads to single page ads and shifted over $1 million in yellow pages advertising to other media including billboards, TV, stadium advertising, radio spots, and online ads. |
Links to Related Case Studies
Consumer - Advertising Development
Consumer Focus Groups