
Gather end user and buyer insights to establish the customer need and key message – and to demonstrate the value in investing in BioTech. Research included:
• Consumer survey around the impact of toilet clogs on brand perception
• Conduct survey at Seatrade, the world’s largest cruise industry tradeshow, targeting cruise line purchasing decision makers
• Conduct survey at NRA Show, the largest gathering of restaurant and food service professionals
• Conduct 800 telephone interviews with managers of top restaurant chains and independent restaurants on toilet paper spend and toilet clog frequency
• Partner with a reputation management software platform to analyze Yelp reviews of top restaurant brands to determine the frequency of complaints related to restrooms
• Develop sales collateral leveraging results
• Promote results to the industry and beyond through press releases and bylined articles
The results were as follows:
• Developed key messages and power claims used across Sofidel collateral, sales presentations and external communications related to BioTech
• Secured media placements about the research and BioTech in consumer, cruise line, food service, hospitality and retail trade media
• Sample publications: Building Services Management, Cleaning & Maintenance Management, CleanLink, Modern Restaurant Management, Tire Review, FM Link, Convenience Store Decisions, Cruise Industry News, Green Lodging News, Healthcare Facilities Today, Facilities Management and more
• Coverage impressions: 500,000+
• Coverage value: $155,000