A major building products manufacturer faced a tricky question: Which product form and which packaging of that form should be sold in home centers when the product is sold to two very different groups: Do-It-Yourselfers and professional installers? Understanding their preferences would drive manufacturing plant usage and capacity issues, as well as marketing and promotions. [...]
Mooney Airplane Company planned to unveil two new models of airplanes at the Oshkosh Air Show and wanted to get invitations into the hands of select people who would be prime candidates to test fly the new models at the show. Through analysis and modeling, Bozell SmarTargeting culled an email database of hot prospects that [...]
THinkING is a quarterly publication developed, written and produced by Bozell. Below are articles from the most recent issue.