Understanding the Customer May 20, 2003 Emily Ryan.

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Presentation transcript:

Understanding the Customer May 20, 2003 Emily Ryan

Current Situation Heavy investment in advertising. Advertising widely in national and regional trade publications. Have never conducted studies regarding advertising effectiveness.

What is a Ridge Vent? Ridge ventilation is necessary for a healthy roof and attic.

Why this Research? Ensure marketing efforts are as effective as possible. Determine attributes most important to customer.

Research Question Is Trimline Building Products’ print advertising creating positive brand awareness among roofing contractors?

What is Positioning? Literature review says: Positioning is how a marketer wants the customer to view his/her product compared to the competition.

Research Goals Determine current perceptions about ventilation needs and attribute importance. Determine Trimline’s brand awareness. Understand information gathering sources.

Respondents Mail survey comprised of 13 questions. Of 1,000 surveys distributed, 237 were returned. All regions of US represented in responses.

Low Brand Awareness

Most Important Attributes

Most Influential Information Source

Research Question - Answer Is Trimline Building Products’ print advertising illustrating the appropriate product benefits or attributes to create positive brand awareness among roofing contractors? No

Recommendations Immediately retool advertising. Use focus groups to determine optimal position.

Any questions?