Our Results
Our Result-Oriented Efforts to Derive Viable Solutions
PROBLEM / OPPORTUNITY:
A MAJOR PENNSYLVANIA NEWSPAPER WAS EXPERIENCING A DECREASE IN SALES, LACK OF MOTIVATION OF THEIR SALES STAFF, AND SALES STAFF TURNOVER THAT WAS UNPARALLELED.
SOLUTION:
CORNERSTONE RESEARCH CONDUCTED A SERIES OF ADVERTISER STUDIES TO UNCOVER THE PERCEPTIONS OF THE SALES STAFF AND VALUE PERCEPTION OF THE NEWSPAPER. FOCUS GROUPS UNCOVERED EMOTIONAL REACTIONS TO SALES STAFF ACTIONS, WHILE TELEPHONE STUDIES ESTABLISHED A MEASURABLE BENCHMARK FROM WHICH TO CREATE A PLAN OF ACTION.
ACTION:
THE NEWSPAPER COMPLETELY REDESIGNED ITS SALES STRUCTURE, CREATING AN ENTIRELY NEW WAY OF SELLING ADVERTISING. THE RESULT: A SALES INCREASE OF 5% IN THE FIRST YEAR, 12% IN THE SECOND. AND THEY WERE RECOGNIZED AS "REVOLUTIONARY" AMONG THE INDUSTRY LEADERS.
PROBLEM / OPPORTUNITY:
A NATIONAL STEEL MANUFACTURER WANTED TO DEVELOP A NEW PRODUCT LINE.
SOLUTION:
CORNERSTONE CONDUCTED A COMPETITIVE ANALYSIS OF THE MANUFACTURERS ALREADY INVOLVED IN THE INDUSTRY. SECONDARY RESEARCH AND COMPETITIVE BUSINESS INTELLIGENCE CREATED A PROFILE OF THE OPPORTUNITIES AND NICHES AVAILABLE. COMPETITIVE SALES AND CUSTOMERS WERE ISOLATED.
ACTION:
THE STEEL MANUFACTURER CREATED A STATE-OF-THE-ART DIVISION WITH THIS UNREALIZED OPPORTUNITY. THE RESULT: A HIGHLY PROFITABLE SUBSIDIARY, WHICH, 9 YEARS LATER, CONTINUES TO BE ONE OF THEIR MOST PROFITABLE ENTITIES.
PROBLEM / OPPORTUNITY:
AN INTERNATIONALLY OWNED DENTAL PRODUCT MANUFACTURER WANTED TO TEST THEIR EUROPEAN SYSTEMS IN NORTH AMERICA. PARENT COMPANY MANAGEMENT WANTED TO INTRODUCE THE PROGRAMS WITHOUT RESEARCH, ASSUMING THAT IT WOULD BE AS SUCCESSFUL AS IT IS IN EUROPE.
SOLUTION:
CORNERSTONE RECOMMENDED A TELEPHONE ATTITUDINAL STUDY AMONG US AND CANADIAN DENTISTS. THE STUDY TESTED THE POTENTIAL OF THE NEW SYSTEMS, AND UNCOVERED REACTIONS AND ACCEPTABILITY. THE STUDY DETERMINED THAT NORTH AMERICAN DENTISTS ARE TOO INGRAINED IN THEIR CURRENT SYSTEMS, AND ARE RELUCTANT TO CHANGE.
ACTION:
THE RESEARCH SUGGESTED THAT THE EUROPEAN SYSTEMS WOULD NOT BE SUCCESSFUL, SAVING THE COMPANY $4 MILLION THEY WOULD HAVE HAD TO SPEND TO MARKET IT, AS WELL AS A POTENTIAL IMAGE PROBLEM STEMMING FROM A FAILED PRODUCT INTRODUCTION.
PROBLEM / OPPORTUNITY:
A REGIONAL FINANCIAL INSTITUTION WAS PREPARING TO INTRODUCE A NEW LOAN PRODUCT. THEY WANTED TO TEST THE PROGRAM NAME AND ADVERTISING CAMPAIGN PRIOR TO INTRODUCTION.
SOLUTION:
CORNERSTONE CONDUCTED A SERIES OF FOCUS GROUPS AMONG POTENTIAL CUSTOMERS. IT WAS DISCOVERED THAT THE NAME THAT HAD BEEN CHOSEN FOR THE PROGRAM NOT ONLY HAD POOR IMAGE PERCEPTIONS BUT ACTUALLY INSULTED THE TARGET MARKET. THE ADVERTISING MADE RESPONDENTS "ANGRY."
ACTION:
THE FINANCIAL INSTITUTION REDESIGNED THE RADIO, TV, AND NEWSPAPER SPOTS, AND INCORPORATED AN ALTERNATIVE NAME THAT HAD TESTED WELL IN THE RESEARCH. THE RESULT - PROGRAM SALES THAT EXCEEDED INCOME EXPECTATIONS THREEFOLD.