The problem
With the arrival of the recession of 2009, customer behaviour was changing to accomodate tighter budgets both for the leisure and business traveller.
Ramada needed to know where to concentrate their marketing dollars for maximum effect.
The solution
We implemented a Deep Dive, creating a research report covering the following sections:
- How is the Ramada brand being perceived by travellers?
- What’s important to travellers in times of budget consciousness?
- What is the competition doing?
- How are these activities being received by the market?
- What are the strengths and weaknesses of our brand?
- What are the strengths and weaknesses of competing brands?
- And finally, what does this all mean and where should we be going from here?
At fisheye we believe that in order to watch a lion feeding we don’t go to the zoo, we go to the savannah. This means that our research does not use focus groups, where people mostly tell you what they think they should say, it uses social media monitoring tools, mapping the conversation as it really occurs.
Fisheye delivers
- Social Media monitoring
- Research report
- Blueprint and Strategy for future Marketing Plan creation
