METHODOLOGY
The customer acquisition marketing and branding strategy was designed with two stages: the first stage was to build up a substantial information base to understand each market segment's prospects for growth. The second stage
was to carry out “commercial due diligence” to ensure that market expectations from products and
services were connected with a potential revenue stream. An aggressive timetable sought to complete both
stages within 2 months.
Stage 1: Define the most profitable market segment
A detailed briefing from the Client gave us an understanding of what would be suitable vision for growth. Secondary research provided a comprehensive information base and an indication of market opportunity
and trends. Stakeholder interviews were also carried out by phone with trade associations and a
selection of the acquisition targets. These interviews provided a more accurate view of market size and the shares of
the players. The report at the end of Stage 1 provided a picture of the market for the energy product and challenges related to retention and acquisition of customers
Step 2: Commercial Due Diligence
AG interviewed customers that had bought from the client in the past (in other words “lapsed customers”). The purpose of the interviews was to gauge
satisfaction levels of customers with their existing products and services and to confirm the durability of the
market. This combination of interviews with customers and non customers provided an objective view of the
prospects strengths and weaknesses relative to other suppliers of energy products. More importantly, it
gave the association a head start on developing a strategy for building the market.
Step 3: Marketing and Branding
AG recommended a branded concept to establish the program for new customers and explore new value
added opportunities for existing customers. The program defined new benchmarks in practice management,
customer satisfaction and quality control for clients.
RESULTS
A statistically significant shift of over 8% in awareness and purchase intention of the energy product.
