Problem

A leading building materials supplier in Canada, wanted to capture brand awareness, perceptions and use of their stores among contractors to better understand their brand equity and positioning.

Better understanding how they were perceived as a supplier would guide their brand strategies and call out what hurdles and customer objections needed to be overcome to increase sales and drive customer loyalty.

Process

The Farnsworth Group conducted quantitative brand health research to address: 

• What is most important when selecting a supplier and how are current suppliers meeting those needs?
• What is brand awareness, consideration, and use among area suppliers?
• What are perceived strengths and weaknesses as it relates to important attributes and brand metrics compared to competitive suppliers?

Online and telephone surveys were conducted with various contractor segments in the Canadian market to provide demographic information, supplier selection criteria, awareness and overall brand health.

Outcome

Results were used by the supplier to better determine what is needed to capture the contractor's business.

This included areas that were a current focus, but insights also revealed several areas the supplier was failing to deliver, whereby recommendations were provided in how to adjust in order to better compete against alternatives.

Marketing, sales, and brand teams are now realigning their priorities and where they invest resources to ensure they are delivering what’s most important to the customer.

Annual brand health research is being conducted to track key performance metrics to illustrate how the client has improved consideration, use, and perceptions of their store.