Solutions:

Clients work with Vincent McCabe to solve complex marketing challenges. Examples include:

Have a marketing problem? We’ll listen and give your advice on ways to approach your problem or how to get the information and insights you need to solve the problem. For a free consultation, call Jean Vincent at 1 (315) 685-7227 or vincentjg@vincentmccabe.com.

Advertising Effectiveness:
What advertising message will provide the most marketing power? What message will resonate with the targeted audience? Does an advertisement or campaign support brand image and sales objectives? These are some of the questions that VMI researchers help marketers answer. Using a proprietary form of qualitative research that brings in a statistical component to describe how customers and prospects react to clients’ messages, VMI can rapidly get to the answers to these questions. Clients such as Exide Technologies, Pass & Seymour/Legrand and St. Joseph’s Hospital Health Center, among others, use VMI advertising effectiveness research.

Brand Loyalty and Segmentation Issues:
Marketing IntelligenceWill customers continue to buy from you or will they switch at the drop of a price? Do customers have an affinity for your brand? Is your brand positioning effective in positively differentiating your company and your products? Are you positioned to lead or follow the industry? Where should marketing spending be focused? Vincent McCabe researchers employ state-of-the art statistical techniques to help clients develop winning segmentation, positioning and strategy. VMI work may include methods such as hierarchical clustering methods, factor analysis, CHAID, CART, cherchez le creneau, quandrant analysis, uniqueness ratings, perceptual mapping, correspondence analysis, benefit laddering and other techniques. Good statistical tools and the knowledge to use them are only a part of the solution. VMI knows the markets it researches well and is able to develop recommendations from a strong foundation of knowledge of a market. Through this combination of analysis, knowledge and savvy, VMI develops solutions and insights that help clients guide successful programs. VMI has developed segmentation, brand architecture and positioning studies and made recommendations for clients including Alliance Bank, Exide Technologies, Pass & Seymour/Legrand and others.

Competitive Pressure:
Want to know more about your competition? Vincent McCabe develops Market Knowledge Reports on a variety of industries through syndicated and custom studies. One VMI client was interested in entering the Credit Union market space. Thanks to strong secondary research skills, VMI was able to provide the client with a complete overview of the market in a few days. VMI has developed Market Knowledge Reports for Bank of New York/Mellon, Pass & Seymour/Legrand, Sunlight Medical, CONTACT Community Services and others.

New Product Feasibility and Design:
Engineering has a great idea for a new product but marketing isn’t sure if it’s going to make money. Vincent McCabe meets with both departments’ stakeholders to understand the issues. Using conjoint analysis (one of many types), VMI helps both sides understand the product drivers and what aspects of the product are most likely to drive purchase. VMI also uses House of Quality tools to help clients bridge the gaps between marketing, engineering and production. By using market forecasting tools combined with market size data, VMI is ableto project market size at different price levels. Clients such as ConMed, Welch Allyn, Pass & Seymour/Legrand, Sensis and others have worked with VMI to build products that beat the competition.

Pricing Problems – Sales Forecasting or Volume Problems:
Wondering what to charge for the new product? Missing your sales forecast? VMI uses standard and proprietary methods to develop price recommendations and pricing strategies. Clients that use VMI pricing methodology include Welch Allyn, Welch Allyn Monitoring, IIABNY, Alliance Bank, ING Direct and others.

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