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Achieving Growth by Embracing the U.S. Tribe of Business Travelers

 

CASE STUDY

OPPORTUNITY

On the cusp of making dramatic investments in US growth, the Client recognized the need validate the nearly eight-year-old narrative they were using on who their target customer was. They wanted to ensure the brand understood how best to connect with a US audience who may or may not “get” the brand.
  • 01 APPROACH
  • 02 MAKING MOVES
  • 03 DELIVERING VALUE
MODIV leveraged a multi-layered analysis that created several perspectives or lenses which the client used to understand the complexity of travel and hospitality in the US today. Our proprietary framework for synthesizing quantitative and qualitative research with expert interviews and trends analysis gave our client a textured definition of their target audience – both for today and their future growth – and connected who that audience is to who our client’s brand is. 
Identified core objectives:

  • Discover and get to know a primary audience
  • Craft a blueprint for activating against audience insights through brand strategies and commercial pipelines
  • Teach team members how to bring brand moments to life that are rooted in audience insights

These insights were then mapped to current and future projects to ensure the work came to life in ways that connected back to a specific audience.

Over the course of our collaboration, MODIV used its unique approach to consumer insights and research to ensure our client was able to lock-in their audience narrative, allowing them to use insights in crafting brand and product messages that resonated with a valuable target audience.

These insights were then mapped to current and future projects to ensure the work came to life in ways that connected back to a specific audience. Having these insights also gave our client a useful sounding board for difficult decisions.

Where once ROI may have been the only criteria for doing something, now choices could be made with the customer in mind. We are proud of how focused this has allowed our client to be.
MEASURABLE RESULTS
2.2B Revenue opportunity (business travel) to the Brand in the US Market
9M Of 32M US Business Travelers identify with the Brand (growth tailwind)
85% Business travelers seeking stay experiences delivered by the brand
27% Over Nielsen brand awareness benchmarks in brand desirability
CLIENT TAKE
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READY TO EVOLVE?