Discovery: A Critical Component to Brand & Marketing Strategy

Question: Discovery is….

A. The cable channel you actually want your kids to watch.
B. Found in a temple deep in the Himalayas.
C. A process in which we research what is distinct about your business—the differentiators that separate you from your competition.

Answer: Yes.

For marketers, discovery is the process of gathering information that is critical to building your brand message & marketing strategy and achieving your objectives.

At MACLYN, Discovery is where we begin with all clients. The goal is to immerse ourselves in our client’s businesses and industries so we can make strategic decisions about their brand and marketing strategy.

Through a combination of qualitative, quantitative and fundamental & applied research, we learn about existing perceptions, consumer insights, what the competition is doing, and more.

Qualitative Research

Discovery starts with qualitative research. This is conducted through interviews with key stakeholders, including a company’s leadership team, marketing and sales staff, clients, etc.

In these interviews, we discuss your business goals, opportunities and challenges, insights into clients and consumers, existing sales and marketing activity, industry trends, and more.

Often, what we hear in these interviews, provides the inspiration for your brand.

Example: Iowa’s Rising Star
Our client, the City of Altoona, is located on the east side of Des Moines. They hired us in 2015 when all the growth and development was moving west. Altoona wanted to capture some of that growth, and needed help telling their story. During Discovery, we interviewed elected officials, the business community, developers, etc. And everyone kept saying things like, “Altoona is just about to happen” or “Altoona is going to be the next big thing.” We branded an economic development initiative called, AltoonaNow, and changed their story—because Altoona is happening, NOW.

Fundamental & Applied Research

Fundamental & applied research is done to gain a deeper understanding of your industry, target markets and consumer insights, and your competitors. Some of the key areas we focus on include:

• Industry research – the strengths, weaknesses, opportunities, and threats of an industry.
• Target market/consumer research – understanding the consumer and their attitudes, needs, motivations, and behaviors.
• Competitive research – the brand position, marketing and sales efforts, communications, and more for top competitors.

What we learn through fundamental & applied research informs not only the marketing strategy, and how we reach our target audience, but also how to engage them with compelling content, messaging, and visuals.

Example: Studying generations provides key insights into how to communicate with different consumers.
Generation X (1965-1980) came to age in an era of two-income families, rising divorce rates, a faltering economy, and a technological revolution. This made them independent, resourceful, ambitious, and more willing to change. It also made them cynical, less loyal and shrewd. This means that when you communicate with Generation X, you need to use subtle persuasion—educate them into buying. They respond well to brands that are straightforward, credible and provide a personalized brand experience.

Quantitative Research

When applicable, quantitative research is done by surveying target markets and/or clients. The goal is to gain insight and understanding into existing perceptions, demographics and lifestyle of the target market, new or potential target markets, opportunities to further engage consumers, and the best mediums for communicating to audiences.

Example: Surveying your target market can lead to surprising discoveries.
When we were doing Discovery for a luxury spa, we surveyed consumers in their market that regularly visit spas. We learned that a difficult booking process is one of the top reasons for their market to change spas. With this information, creating a seamless booking experience became a top priority.

Good Discovery leads to overall success

Ultimately, good Discovery leads to a better understanding of your market position, your consumers, and the opportunities that exist to achieve your overall goals.

If you’re interested in learning more, contact us. We’ll setup a Discovery call.