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What they wanted
Our customer is a leading premium sauna producer and well known in the industry as the gold standard of saunas. Whilst the business already successfully serviced commercial and residential clients, our customer identified a new & growing market segment with substantial opportunity. A new innovative product was launched, and a new approach to successfully address & unlock this segment was needed.
What we did
We reviewed their strategic approach for the new segment in detail and defined a workstream to develop all the required building blocks. After a thorough review of available data & experience, we synthesized all results, developed behaviour driven customer segments, long-listed channels and specific touchpoints in the marketplace that can be intercepted with very targeted & needs-based marketing messaging, and built business cases for all campaigns.
What we achieved
Our goal was to define an approach that would allow our customer to structurally build, assess and quantitatively prioritize performance marketing campaigns, to ensure only the most successful campaign ideas get executed. The setup we developed was a new approach to them and will enable the team to make data-driven decisions on campaign execution, as well as continuously learn from results to become a strong performance marketing machine.
"The impulssum team quickly managed to get a good grasp of our complex organization, focussing on what's really important, and created the frameworks and forums to share what was required to take the next step.” – Global Product Manager Services
"Impulssum has quickly become part of our team, and managed to pragmatically introduce a new dynamic price quotation mechanism based on key value drivers." – General Manager
"Together with Impulssum, we built a full blueprint for our strategic partnerships work including a large repository of resources for the business and our strategic partners which we have already put to good use. Also, while still building up the Alliances team, the team from Impulssum acted as my trusted extension arm on all business development topics and provided fantastic allround support." – VP Alliances and GTM