Brand Research and Development Case Study

Situation

A state-of-the-art convention center had a vacant area that could potentially become a dedicated life sciences space. The convention center needed to determine the most profitable, appropriate use for this vacant area and whether or not to brand it as a life sciences space.

Solution

The convention center approached AllOut Marketing to help define the vacant space’s best use and to identify the center’s brand. AllOut Marketing:

• Identified the target audience for accurate market research and valid data
• Developed and tested three possible brand promises for the space
• Evaluated interest in four potential uses of the space

Deliverables

Through its partnership with AllOut Marketing, the convention center achieved its market research goals and received:

• Clear consensus among target audience on the best use of the space
• A positively-received brand promise that distinguishes the convention center from its competition
• Statistical data defining the target audiences’ substantial awareness of the facility and its services
• The audiences’ key deciding factors for selecting an events facility
• Recommendations for a cohesive marketing campaign based on findings

Measurements of Success

Challenging the convention center’s assumptions, AllOut Marketing delivered accurate market research findings with measurable success. As a result of the market research, the convention center:

• Delivered the new brand message to the appropriate audience
• Saved a significant investment in unnecessary construction costs
• Developed facilities that verifiably cater to the target audience

For more information on brand research and development, please contact us.