Case Study #6: Advertising Development - Pest Control
Actual Studies, Real Results – Using Marketing Research to Grow Sales and Profits
Product Category
Pest Control
|
Research Topic
Yellow Pages Advertising Development
|
Research Need
Pest control company needed to improve multi-million dollar yellow pages advertising to generate more trial from consumers.
|
Research Process
Don Heilala, Moderator for the Industrial Research Center, conducted consumer focus groups. Client’s ad agency designed prototype yellow pages ads based on decision processes used by consumers in selecting company from the yellow pages. Learned consumers’ priorities for benefits and terminology to avoid in ads.
|
Results
New ads generated significant growth for pest control company. New ads are bolder, brighter, shorter, and easier to read. The new ads emphasize the consumers’ priorities of safety, guaranteed results, promptness, and cost effectiveness. Training of service representatives was also changed to reflect consumer priorities.
(Note: This same research technique has also worked well for print ad development)
Links to Related Case Studies
Consumer - Advertising Development
Consumer - Advertising Development
Consumer Focus Groups