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CASE STUDY - Profiting from Surveillance
CLIENT: Vector
Security, one of the Top 5 security and monitoring companies
in America.
GOAL: Identify
and tap alternate commercial channels for Vector’s equipment
and services, building upon its brand image in the retail
commercial market, and increasing brand awareness for Close-Circuit
TV (CCTV) equipment and services offerings.
CHALLENGE: Vector
has brand presence in the commercial retail and home security
markets. It has made a few in-roads into other areas of the
commercial market, but has been unable to target and execute
cohesive marketing strategies to increase its business in
other industries that make up the commercial market. Also,
both current and future prospects are not aware of its CCTV
technology and product/service capabilities.
ACTION: Cavanaugh
recommended brand position for the company with regards to
alternate commercial channels and its CCTV product and service
line. Cavanaugh developed and executed a customer survey initiative
to provide feedback for potential brand penetration and identification
of new target markets. Cavanaugh also executed a program to
specifically target a particular segment of an alternate market
(general contractors) and developed and helped execute specific
CCTV marketing strategies.
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