City Time & Weather
Your API key is not activated yet. Within the next couple of hours, it will be activated and ready to use.
Or
Invalid API key. Please see http://openweathermap.org/faq#error401 for more info.

Business Australia

Connecting the business to real market perceptions
CHALLENGE

Understanding the true impact of rebranding the business

Business Australia have been supporting Australian businesses for over 195 years. Despite this long-standing tradition, they were noticing a steady decline in member retention rates. They needed an agile market research partner that could connect them directly to niche B2B audiences – so they could successfully:

  1. Re-focus their value proposition to emphasise the functional support they provide businesses
  2. Update the brand to directly align with the needs of the market and reflect their core positioning
SOLUTION

Connecting Business Australia to real market perceptions

A bi-weekly brand tracker study was launched – empowering Business Australia to regularly connect to their audience. This allowed them to accurately measure the impact of key brand decisions.

Identify the right audience with rich profile information

We created a niche group of respondents of professionals in middle and upper management positions – including CEOs and sole traders.

Develop an
automated brand tracking study

Using the custom audience, an always-on tracker study was launched to monitor key changes in brand measures over time.

Provide a seamless stream of high-quality data

With new data delivered weekly, all quality assurance and data cleaning measures were finalised within a day of survey completion.

OUTCOME

Discovering an alternative path to brand success

Like many businesses at this time, they needed to make the difficult decision to scale down their media budget – with TV the main channel that was put on hold. This resulted in a reduction in key awareness measures. In order to move the needle back, Business Australia chose to focus their efforts on earned media, as opposed to paid. Within a matter of months, brand awareness had jumped back to pre-lockdown levels. The results speak for themselves:

Informed business decisions at critical touchpoints

Pureprofile were invaluable in helping us gather market feedback as we undertook a transformative rebranding project. The project management team were extremely collaborative – working with us to create a seamless process for uncovering the insights we needed. The speed and quality of the responses gave us the ability to make informed business decisions at critical touchpoints.

Richard Spencer, Chief Customer Experience Officer

Informed business decisions at critical touchpoints

Pureprofile were invaluable in helping us gather market feedback as we undertook a transformative rebranding project. The project management team were extremely collaborative – working with us to create a seamless process for uncovering the insights we needed. The speed and quality of the responses gave us the ability to make informed business decisions at critical touch-points.

Richard Spencer, Chief Customer Experience Officer, Business Australia

Explore next

banner-flight-centre-1

Flight Centre NZ: Which messaging resonates the most across key audiences

CaseStudy-Lge-hearts-science

Hearts & Science: Understanding evolving consumer trends during COVID-19

Pureprofile’s vision is to deliver more value from the world’s information