Where did your last brilliant business idea come from? Was it an aha moment, an epiphany … or was it from something you read or saw that sparked your idea?
Our Lawn and Garden client had been selling trellises online and in big box retail locations. These products performed satisfactorily in those retail locations, and the search volume around these items supported those sales.
Digital Campaign Performance vs Sales
But what about similar products? How do they compare? With a quick review of the search volumes for “lattice,” we quickly discovered that the combined search quantities were three times that of “trellis.”
Our client had both the materials and the capabilities already in place to manufacture this product. With upcoming annual sales meetings, our client used our market research and data to help bolster their pitch for adding lattices to the repertoire of products carried by retailers and distributors. The jury is still out on the final outcome, but it is a shining example of how sales and marketing can align to drive strategy and key decisions.