The Challenge
The Marketing Team in Motivation Weight Management Clinics asked us to help them review their brand and communications strategy, and to explore how best to enhance and broaden their appeal to their target market.
The Spark
We knew this was no ordinary project and we knew we had to provide them with nuggets that would open their eyes and help change the strategic direction of their brand.
One of the biggest challenges we were posed with was how to get the best from a very sensitive audience who were desperate to lose weight, but were also cynical, weary and brow beaten from a series of failed diets.
The other was simply to generate recommendations for Motivation Weight Management Clinics that would allow them to grow their business and connect more with their target audience.
We used a layered qualitative approach to target this sensitive audience and through some ground-breaking techniques, we were able to access some private and individual thoughts and emotions prior to them entering the research environment.
We then used a group setting to further tap into these thoughts and to gather valuable insights for the brand.
The Happy Ending
From the research we generated key segments from their target audience and gave advice on how best to target and communicate with each individual segment. We left the client with a five-step plan on how best to adapt their communications and brand strategy and ultimately to attract even more members through their doors.
They are currently implementing these changes and we are looking forward to hearing the success stories over the coming months!
