This engagement was by Synergy Direct Response on behalf of their client My Hearing Centers. The assignment was to determine why Synergy's direct marketing response rates were only 0.10%, far lower than category average response rates. Market research revealed several underling issues which were addressed with recommendations for improvement, including positioning, product mix, geographic retail locations. Also included are target audience analysis and segmentation, key messaging, market trends and media consumption habits of target audience.
Sweetworxx - How to Acquire 5,000 Customers in Three Months.Bill Barrick
Sweetworxx, a Bosh automotive startup, offered a new car repair service app allowing for pick-up and delivery of your car so you don’t need to go to the repair shop. This presentation offered market sizing and tactical considerations to meet the goal of adding 5,000 customers in three months.
Sweetworxx - How to Acquire 5,000 Customers in Three Months.Bill Barrick
Sweetworxx, a Bosh automotive startup, offered a new car repair service app allowing for pick-up and delivery of your car so you don’t need to go to the repair shop. This presentation offered market sizing and tactical considerations to meet the goal of adding 5,000 customers in three months.
Hearing Aids Market is worth USD 6.33 billion in 2016 and is expected to reach USD 9.07 billion by 2022, at a CAGR of 6.2% from 2016 to 2022.
Download Free Sample: https://www.scalarmarketresearch.com/request-sample.php?id=21
Innovation and technology go hand in hand in developing the vision and strategy for the business solutions these leaders employ to engage current and new customers (boomers and beyond), and to establish new business models. Explore the best practices in innovation that drive new revenue generation. How is innovation affected by the adoption of technology by older consumers? Lee Rainie and Andrew Perrin present what works and what doesn’t when innovating in large public and nonprofit organizations at the Boomer Summit in Washington.
Consumer Decision Process: Problem Recognition
Types of consumer decisions, Purchase involvement levels and the decision process, Problem/Need Recognition, Types of Consumer Problems, Marketing Strategy and Problem Recognition.
Presentation of material on Consumer Decision-Making, this presentation is suitable for students and lecturers majoring in production management and marketing, industrial engineering etc
Hearing Aids Market is worth USD 6.33 billion in 2016 and is expected to reach USD 9.07 billion by 2022, at a CAGR of 6.2% from 2016 to 2022.
Download Free Sample: https://www.scalarmarketresearch.com/request-sample.php?id=21
Innovation and technology go hand in hand in developing the vision and strategy for the business solutions these leaders employ to engage current and new customers (boomers and beyond), and to establish new business models. Explore the best practices in innovation that drive new revenue generation. How is innovation affected by the adoption of technology by older consumers? Lee Rainie and Andrew Perrin present what works and what doesn’t when innovating in large public and nonprofit organizations at the Boomer Summit in Washington.
Consumer Decision Process: Problem Recognition
Types of consumer decisions, Purchase involvement levels and the decision process, Problem/Need Recognition, Types of Consumer Problems, Marketing Strategy and Problem Recognition.
Presentation of material on Consumer Decision-Making, this presentation is suitable for students and lecturers majoring in production management and marketing, industrial engineering etc
MKT305 Week 7 Lecture 2 Consumer Behavior Decision Making I NeIlonaThornburg83
MKT305: Week 7 Lecture 2: Consumer Behavior: Decision Making I: Need Recognition and Search
Slide #
Topics
Narration
Slide 1
Introduction
Welcome to Consumer Behavior.
In this lesson we will discuss decision making and need and search recognition.
Next slide.
Slide 2
Topics
The following topics will be covered in this lesson:
Consumer decision making;
Decision making and choice;
Decision-making perspectives;
Rational decision-making perspective;
Behavioral influence decision-making perspective;
Decision-making approaches;
Extended decision-making;
Limited decision-making;
Habitual decision-making;
Need recognition;
Search behavior;
The consideration set;
External search;
The role of price and quality in search process;
External search and the Internet;
Amount of search; and
Search regret.
Next slide.
Slide 3
Topics, continued
Slide 4
Consumer Decision Making
On a daily basis we make numerous decisions as consumers. What do I need at the grocery store for dinner? Which grocery store is on my way home from work? Where will I buy soccer cleats that my daughter needs for practice? Some decisions are obviously bigger than others. Making a decision as to what items are needed to make dinner entails much more than deciding where to go to college for example.
Remember from our prior lessons that the consumption process begins with the recognition of a need. For instance, a consumer realizes that they needs golf balls since they has lost a lot while practicing on the golf course. However, some consumers may realize a need for something, but wait to buy it at a later date.
Next slide.
Slide 5
Decision Making and Choice
The end goal of the decision-making process is that a choice is made. However, we must be conscientious of the fact that the choice that is made does not necessarily involve a purchase. The decision-making process does not always involve an actual tangible product. For example, a consumer may make the choice to volunteer at their son’s elementary school a few hours a week. The decision is made to trade the consumer’s time for the value that they receive from the volunteer experience.
Decision-making is also related to both motivation and emotion. In terms of motivation, consumers are motivated to make decisions to address an identified need. Regarding emotion, it depends upon the type of product that is being considered. Consumers may become frustrated, impatient, irritated, or angry as they attempt to make difficult decisions or when they can’t find acceptable solutions to a problematic situation.
Next slide.
Slide 6
Decision-Making and Choice
The decision-making process can be viewed from a couple different perspectives including the rational decision-making perspective and the behavioral influence decision-making perspective. It is important to note that these perspectives serve as theoretical frameworks for which decision-making can be viewed. Additionally, most consumer decisions can be analyzed by using a comb ...
Consumer Behavior Case Study, Basic concepts and clear understanding of all the theories. Linking all the theories of decision making and various advertising methods to pursue customers.
Based on market research findings, a strategic brand development initiative addressed several brand issues, including: brand awareness, brand perceptions, competitive strengths and weaknesses, brand positioning and key messaging.
Based on current market research findings, a strategic brand development initiative addressed several brand issues, including brand awareness, brand perceptions, competitive strengths and weaknesses, brand positioning, key messaging and target media consumption habits.
LaHabra - Residential Test Market Recommendations.Bill Barrick
Test market observations and recommendations for LaHabra's new Platinum Plus Hybrid Stucco product – combining the strength of a cement finish with the durability of an acrylic – in a convenient one-bag product. Included are spot market and promotional recommendations. Test market recommendations were based on market analysis of target audience geographic concentrations, distribution strengths and market trends.
Sawdust Art Festival - Marketing Communication Proposal.Bill Barrick
Recommended marketing and communication activities to generate ticket sales and traffic at the summer festival. Includes target audience analysis, review of SoCal summer competition, co-marketing and digital ticketing recommendations. Also includes proposed creative executions promoting a special 3-for-1 offer allowing consumers to visit all three summer events in Laguna Beach – Sawdust Art Festival, Art-A-Fair and Pageant of the Masters.
ParexUSA, an innovator and manufacturer of Exterior Insulation Finish Systems and Stucco Solutions, issued an RFP to “Develop an intelligent, high-level and expansive long-term brand strategy as an extension of its Envision philosophy.” This is the winning presentation made to ParexUSA's management team recommending a new brand strategy and positioning: “ParexUSA, Build Better With Science.” Now ParexUSA can build a better brand.
Benchmark research to discover and understand Original Equipment Manufacturers' opinions, attitudes and purchasing of O-ring products and specifications. Findings include brand awareness and perceptions, competitive analysis, gap analysis, key buying criteria and target audience media consumption habits.
Benchmark research to discover and understand Distributor opinions, attitudes and purchasing of O-ring products and specifications. Findings include brand awareness and perceptions, competitive analysis, gap analysis, key buying criteria, media consumption habits of the target audience.
This is a copy of a winning RFQ response for the Port of Long Beach $1 million marketing and advertising account. It provides agency background, work samples, category knowledge and itemized budget estimate.
It was written, designed and packaged on behalf of a small, relatively unknown Long Beach agency with no category experience and limited RFQ response writing success.
This RFQ Response was responsible for the Agency making the cut to one of the final four shops.
Port of Long Beach - Final Presentation.Bill Barrick
This is the final POLB marketing and advertising presentation made to the selection committee providing key insights about the brand, category, target audience and proposed creative directions.
This proposal also includes two man-on-the-street videos, (1) Long Beach citizens’ brand awareness and perceptions of the Port, and (2) Reactions to initial creative directions.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
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When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
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Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
4. Key observation #2 – Marketing to the right demo with
the right messages will improve success
4
Source: Scarborough, 2012, Release 1;
forbes.com, “Gen X is from Mars, Gen Y is from Venus”, Jan. 2014
#1 Baby Boomers Profile (primary target)
• 81MM or 26% of the U.S. population
• Born between 1946 – 1964; in their 50s and 60s
• 10,000 are turning 65 everyday for the next 15
years
• Internet savvy, health conscious
• TV viewing
– Movies (57%)
– Local evening news (53%)
– Comedies (47%)
– Local morning news (44%)
• Radio
– Adult contemporary (30%)
– News and talk (28%)
– Classic hits (25%)
• Newspaper
– National news (28%)
• Online
– Travel reservations (23%)
– Medical information (14%)
#1
#2 Silent Generation Profile
• 20MM or 6% of U.S. population
• Born between 1928 – 1945; in their 70s
and 80s
• Second smallest generation born in the
U.S. due to the depression
• In 2010, for the first time, the median net
worth of households age 75+ ($228,400)
was higher than that of any younger age
bracket
• Many routinely pay for extended‐family
vacations or subsidize their grown Boomer
or Xer kids
#2
#3 Generation X Profile
• 88.5MM or 28% of U.S population
• Born between 1965 – 1980; in their 30s
and 40’s
• Value freedom and autonomy to achieve
desired goals and often prefer to work
alone rather than in teams
• Dislike “meetings about meetings” and
don’t want or need face time
#3
5. Key observation #2, cont’d – Boomers
Boomers are the primary target audience
• 33% of the 195 million Internet users in the U.S. are
over 50 years old
• 82% of the 82 million U.S. Boomers use the Internet
to research health and wellness information
• Two‐thirds of Boomers shop online
• 36% of Boomers own a smartphone
• Almost half access the Internet with their smart
phone daily
• 62% have broadband at home
• 43% have wireless home network
• Almost 30 million Boomers engage in social
networking sites
• 50% of Boomers expect to live until they’re 90
Sources: Pew Internet & American Life Project
5
6. Key observation #3 – Top 10 boomer DMAs vs MHC
6
Top 10 Affluent Boomer DMAs:
Top 10 Boomer DMAs
DMA
Number of Baby
Boomers
% of DMA
Adults
Index
(US = 100)
Washington 1,758,300 36.0% 104
Boston 1,800,100 36.0% 104
Philadelphia 2,179,100 35.4% 102
S.F.‐Oakland‐San Jose 1,916,700 35.4% 102
New York 5,676,000 35.1% 102
Chicago 2,504,600 34.4% 99
Atlanta 1,670,600 34.4% 99
Houston 1,571,100 34.0% 98
Dallas‐Fort Worth 1,760,800 33.4% 97
Los Angeles 4,409,900 32.7% 95
DMA
Number of Baby
Boomers
% of DMA
Adults
Index
(US = 100)
Washington 866,900 17.7% 214
S.F.‐Oakland‐San Jose 861,600 15.9% 192
Boston 705,200 14.1% 170
New York 2,140,000 13.2% 159
Philadelphia 708,700 11.5% 139
Houston 484,800 10.5% 126
Los Angeles 1,365,200 10.1% 122
Atlanta 482,600 9.9% 119
Chicago 719,400 9.9% 119
Dallas‐Fort Worth 509,300 9.7% 116
Affluent Boomer DMAs ($100,000+)
Source: Scarborough, 2012, Release 1
Chicago
Atlanta
Los Angeles
Houston
Philadelphia
New York
Boston
Washington
Dallas‐Fort Worth
My Hearing
Centers (MHC):
S.F.‐Oakland‐San Jose
9. Key observation #5, cont’d: Consumer’s journey –
here’re the basic steps and MHC activities
9
Awareness Counseling Treatment Rehabilitation
MHC Consumer
Activities
Education
• Promote vanity and
financial appeals
• Print, online and mobile
advertising, direct mail
• Offer: Simple, free,
convenient in‐person or
online assessment. (e.g.,
Online: 10‐word test video)
Education/Evaluation
• Promote vanity and
financial appeals
• Develop “lifestyle” campaign
• Free lunch/dinner seminars
• Complimentary electroacoustic
hearing aid analysis
• Complimentary video otoscope
• Other valued offers/services
Promote
• Vanity and financial Appeals
• Develop “Lifestyle” campaign
that overcomes vanity and the
stigma of hearing aids
• 36‐months free financing
• Buy one get one 50% off
• $500 off any purchase
• No payment for 90‐days
Promote
• Reinforce vanity appeals
• Free adjustments for life
• 50% off repairs
• 30% off upgrades
13. Key observation #7 – U.S. hearing aid CAGR
Hearing aid sales
• Total hearing aid unit sales increased
almost 5% to 2,990,104 units in 2013
– 90% of all hearing aids dispensed are digital
– 75% of all aids featured wireless technology
– 35% to 40% of population aged 65+ are
hearing‐impaired
– 20% of hearing‐impaired use a hearing aid
– Average age of first‐time user: 69 (USA)
– Average age of all users: 72 (USA)
• Key drivers
– Maturity of market – 2 billion mature
consumers in 2047
– Third‐party payment
– Penetration rate – access to distribution
2.8%
3.0%
2.9%
4.8%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
2010 2011 2012 2013
Category Annual Growth Rate
Hearing Aid CAGR by Year
Hearing Aid Unit Sales Growth
13
Sources: Hearing Review, “Hearing Aid Sales Rise 5% in 2013; Industry Closes in on 3M Unit Mark.” Karl Strom, Editor‐in‐Chief, Feb. 26, 2014
“Trends and directions in the hearing healthcare market”, William Demant, 2012
15. Key observation #7, cont’d – 2013 hearing aid market
by device type
Key market drivers
• Open‐fit and RIC/RITE‐type aids
• Feedback and speech‐in‐noise
algorithms
• Wireless technology
• Emergence of retail giants (most
notably Costco)
• Binaural usage rates
RIC/RITEs, 52% or
1.5MM units
Traditional BTEs, 22% or
657.8K units
Full‐Shell ITEs, 8% or
239.2K units
ITCs, 8% or
239.2K units
CICs, 6% or
179.4K units
Half‐Shell ITEs, 4% or
119.6K units
2013 Hearing Aid Unit Sales by Type
15
Source: HearingReview.com, “Hearing Aid Sales Rise 5% in 2013;
Industry Closes in on 3M Unit Mark”, February 26, 2014
16. Key observation #7, cont’d – hearing aid market by
distribution channel
Situation
• In 2008 . . .
– Audiologists fitted 31.2% of all devices, an
improvement of 6.3% from 2004
– Hearing aid specialists saw a decline of
9.5% to 27.5%
– Veterans Administration saw slight decline
of 0.4% to 14.5%
– Ear doctor offices saw 0.6% gain to 9.2%
• In 2012 . . .
– Independent dispenser channel was still the
most popular
– Retail chain segment becoming global
– Costco becomes one of the largest hearing
aid retailers with over 500 in‐store hearing
booths and audiologists
– Walmart and Sam’s Club are following
Costco’s lead
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
2000 2004 2008
Hearing Aid Source of Distribution
Audiologist's office #1 Hearing aid specialist office #2
Veterans administration #3 Ear doctor's office #4
Mail order #5 Wholsale club #6
Department store #7 Clinic #8
Military installation #9 Hospital #10
Family doctor's office #11 Drugstore #12
16
20. Key observation #8, cont’d – Brand differentiation &
positioning
20
MHC’s logo “symbol” and blue color
scheme are confusingly similar to
“HearingPlanet.” Plus, all brands reviewed
use the color blue, further reducing brand
differentiation.
The color “blue” symbolizes trust, loyalty,
wisdom, confidence, intelligence and truth
– all positive attributes. And, “blue” is
considered beneficial to the mind and body.
It’s easy to understand why category
brands use blue. Unfortunately, blue is a
masculine color – potentially not
connecting with half the target market.
The tagline, “We Change Lives Through Better
Hearing,” is a nice promise. And, one the
Company delivers on. Unfortunately, it is
confusingly similar to, “Welcome to a world of
better hearing,” from HearingPlanet and does
not sufficiently differentiate the brand.
The logo “symbol” (sphere) is impersonal
and a disconnect with “My” Hearing
Centers. The symbol should key off of “My”
not “Hearing” to help humanize the brand.
MY HEARING CENTERS
We Change Lives Through Better Hearing.
This tagline is emotional. It acknowledges
each consumer deals with hearing loss in their
own way and timeframe – further humanizing
the brand. The combination of color and
tagline reduces anxiety and promotes a more
caring and relaxed atmosphere. It’s
appropriate for a vanity appeal.
When you’re ready to hear what you’re missing.The More Affordable Hearing Centers.
Green symbolizes harmony and freshness. It
has a strong association with safety and the
power of healing. It is the most restful color
to the human eye. Green is appropriate for
promoting drugs and medical products and
will help differentiate the brand from the
competitive set. It is not gender specific.
This logo “symbol” quickly and easily
humanizes the “My” in the Company name. It
is gender, race and generation neutral and can
be interpreted to include everyone.
This tagline is rational. It directly addresses
the #1 consumer barrier to purchase: “Cost”.
It clearly differentiates the brand from the
competitive set and positions it as “cost
sensitive.”
21. Key observation #8, cont’d – Brand differentiation &
positioning
Miracle Ear does not have a tagline – it doesn’t need one.
It’s brand name communicates the benefit
HearingPlanet does need a tagline, “Welcome to a world of
better hearing”. It communicates an emotional benefit
My Hearing Centers, “We Change Lives Through Better
Hearing” tagline communicates an emotional benefit. But,
the logo symbol, tagline and color are confusingly similar to
HearingPlanet
Sonus uses a rational descriptor, but there’s no benefit
associated with it
My Hearing Centers should consider refining its brand
identity
• Create more distinction from the sea of “blue”
• Acknowledge the #1 consumer barrier is “cost” and position
the brand as, “Cost Sensitive”
• Deliver on this promise with a variety of consumer financing
and discount offers
Emotional
Rational
21
22. Key observation #8, cont’d – Brand differentiation &
positioning
Miracle Ear does not have a tagline – it doesn’t need one.
It’s brand name communicates the benefit
HearingPlanet does need a tagline, “Welcome to a world of
better hearing”. It communicates an emotional benefit
My Hearing Centers, “We Change Lives Through Better
Hearing” tagline communicates an emotional benefit. But,
the logo symbol, tagline and color are confusingly similar to
HearingPlanet
Sonus uses a rational descriptor, but there’s no benefit
associated with it
My Hearing Centers should consider refining its brand
identity
• Create more distinction from the sea of “blue”
• Acknowledge the #1 consumer barrier is “cost” and position
the brand as, “Cost Sensitive”
• Deliver on this promise with a variety of consumer financing
and discount offers
Emotional
Rational
22
MY HEARING CENTERS
The More Affordable Hearing Centers.
23. Key observation #8, cont’d – Brand differentiation &
positioning
Miracle Ear does not have a tagline – it doesn’t need one.
It’s brand name communicates the benefit
HearingPlanet does need a tagline, “Welcome to a world of
better hearing”. It communicates an emotional benefit
My Hearing Centers, “We Change Lives Through Better
Hearing” tagline communicates an emotional benefit. But,
the logo symbol, tagline and color are confusingly similar to
HearingPlanet
Sonus uses a rational descriptor, but there’s no benefit
associated with it
Alternatively, My Hearing Centers should consider refining
its brand identity by leveraging the #2 consumer barrier –
vanity
• This approach clearly differentiates the MHC brand
• You can’t win the product/price war, so why try – you can win
by being different
• Reduce the stigma associated with hearing aids by using
celebrity spokespeople
Emotional
Rational
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When You’re Ready to Hear What You’re Missing.
MY HEARING CENTERS
25. Key observation #9 – My Hearing Centers’ website
Design and layout should be more contemporary and
friendly (check out Miracle Ear, it’s a good example)
Considering 82% of Boomers use the Internet to
research health and wellness information, content
should be broader and deeper
• Benefits of doing business with My Hearing Centers
• Why MHC is different
• Brands and types of hearing aids
• What’s best for me and my budget
• State‐by‐state financial assistance links
• Trends in the industry
• R&D developments – what’s next
Uneven quality of videos
• When enlarging some home page video (screen right), they’re
very grainy and of poor quality – suggesting the brand may
have quality issues
No social media – further dating the brand
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MHC’s current home page – uninviting, unattractive.
26. Summary & recommendations
Summary of key observations
1. Consumer inertia is the number one
marketing problem
2. Baby Boomers are the core target
3. My Hearing Centers are located mostly in
2nd and 3rd tier markets
4. Most popular devices are RIC/RITE,
outpacing traditional BTEs by 2:1
5. Brand image and identity need help
6. Website design, layout and content need
help
• Video quality is uneven
• Lack of social media significantly dates
site and brand
• Site should also be mobile friendly
Recommendations
1. Boomers are age sensitive. Consider
developing a “lifestyle” campaign that
overcomes vanity and the stigma of hearing
aids associated with old, frail, weak people
2. Expand the brand into DMAs with high
concentrations of hearing impaired
consumers
3. Heavy‐up on RIC/RITE products by providing
multiple brands (3‐4+) of devices
4. Refresh brand image and identity as
suggested earlier. Consider using Merrill
Osmond as official spokesperson and face of
the brand
5. Website needs a complete refresh. Consider
developing mobile app for consumers to test
hearing on the go
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