Brand Perception Testing For Leading Investment Company.
A leading player in Exchange Traded Funds (ETF) - investment funds traded on the stock exchange - was repositioning itself for European markets.
Opportunity
A leading player in Exchange Traded Funds (ETF) - investment funds traded on the stock exchange - was repositioning itself for European markets.
It needed to understand the role of marketing in driving sales, so asked us to investigate how its communications were landing with target customers.
The brand would then use our insight to devise content that engaged and energised its audiences.
Solution
We joined forces with the brand’s senior leaders to drive two main strands of research activity:
Understanding perception of its current proposition
Evaluating the effectiveness of existing communications
Across the EMEA ETF community, we quizzed people at the sharp end of investing their clients’ funds. We also made sure to add the views of the brand’s employees into the mix.
Result
The client’s investment in a research-led approach paid dividends in double-quick time: the whole project was delivered within six weeks.
Next, we worked with the incumbent marketing agency to turn the insights into a new positioning and refreshed content campaign for the years ahead.