This training and educator provider was introducing a new service and wanted to:
- Appropriately position it with their target audience
- Develop compelling messaging to drive uptake
CMS conducted attribute research within the target customer segment to:
- Identify market challenges, needs and expectations.
- Identified key attributes and customer willingness to pay for each specific attribute
- Developed, tested and ranked alternative marketing positions.
- Tested and recommended messages
Client adopted recommended positioning and messaging and is currently building awareness and market traction.