Here are three snapshots of our success in the entertainment industry:
Chuck E. Cheese's has long been a hit with kids across the country, but their moms needed some convincing. Chuck E. asked us to build their influence with moms through social marketing platforms. The ongoing program consists of Facebook, Twitter and public relations as well as mom blogger relations. Four years into the program, we've earned 740,000 Facebook fans for the big mouse, doubled the positive news coverage of the brand and built relationships with more than 700 of the nation's top mom bloggers. The success of this program has convinced the company to shift more resources to marketing to moms.
Former sound guys for the band Genesis founded Vari-Lite and launched the entire automated lighting industry in the 1980s. For more than a decade, Vari-Lite was the defacto brand of choice for concerts, theater and television. As sales began to decline, research pointed to two primary issues. One, the market had shifted from roadies to artists who were educated in lighting. Second, the majority of Vari-Lites's existing customers were nearing retirement age. In response, we rebranded the company and launched an ad campaign that addressed both issues. By recasting the brand and speaking to the artists' concerns, Vari-Lite shifted every relevant perception of the brand, introduced more relevant products and engaged with universities to attract younger users. By conducting an initial benchmark study followed by a measurement study 12 months later, we quantified the impact of our work across the board:
- Performance ratings versus the competition were up by double digits for every decision-making attribute.
- Perception gaps versus Vari-Lite's nearest competitor shifted from two competitive advantage areas to nine competitive advantage areas.
- Vari-Lite users shifted from 65 percent over the age of 45 to 32 percent after only one year.
Sundance Digital provided some of the best broadcast automation software in the industry but was having difficulty penetrating bigger, multi-site accounts. Our market research uncovered that, while the company's product was top-notch, its messaging and image were dated, communicating to customers that they were a lower-tier player. We used the intelligence from the research to revamp all communications from the company – from the message platform to the logo and corporate colors all the way through to the corporate website and collateral. Not only did we attract new customers, we also attracted industry gain Avid, which purchased the company. The president of Sundance attributed that successful acquisition, in part, to our branding.