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:
Will 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.