Consumer Insights for Companies that Must be Smarter than the Competition Companies have many different ways to gain a competitive advantage. Some focus on being the fastest; others on being the cheapest; and others on being the hottest. Unity Marketing's consumer insights can help all of them. But the companies that really benefit from what Unity offers are companies that must be the smartest.
We help companies be smarter than anybody else. In today's information age, the company that is smarter wins!
Everything about consumer marketing has changed. Consumers today shop differently than they ever did before. They have more options of where to shop and what to buy. They have more money, but they are increasingly frugal and price conscious. They have all the material goods they need, yet they are passionate about luxury. They shift and change their focus in an instant. In today's information age, the
company that is smarter wins! Companies that want to meet the challenges of consumer marketing in the future have to be smarter than all the rest. They need to quantify the changing consumer shopping behavior and their product and brand choices. Not only that, they need to anticipate how these changes will impact future shopping and buying behavior. They need to predict new trends, new concepts, new moods that will take hold in the consumers' mind set. They need to get out in front of the consumers, anticipate their needs and desires and be ready with new products and new marketing ideas once the consumers get there.
Today companies can't follow the market or wait for their competitors to do it first - they must lead. And to lead they need the very best, most accurate information and insight into the changing consumer psychology. That is what Unity Marketing provides.
Consumer insights discovered through research will spark:
- New product ideas and product line strategies
- New more effective marketing strategies
- New branding messages that connect with the consumers
- Strategies to beat the competition
- Ideas to build future marketing plans
- View over the horizon about where your market is heading and how to get out ahead of it
How to Get Smart, Smarter, Smartest
Unity Marketing offers a range of research-based reports and services designed to make you and your company smarter than the competition.
| Get Smart | - Luxury Business newsletter
- Consumer insight reports on luxury market, jewelry, gifting, seasonal decorating, home, entertainment products, fashion and personal care
- Other syndicated research studies on art market, candles, gifts and decorative accents, pets, tabletop
- Pam Danziger's books: Why People Buy Things They Don't Need and Let Them Eat Cake: Marketing Luxury to the Masses—as well as the Classes
| | Get Smarter | - Speeches or customized presentations to top executives, marketing departments, sales departments
- Semi-custom research as new research initiatives are announced
- Luxury tracking service: your brand, your product category, your key competitors tracked among luxury consumers every three months
| | Be Smartest | - Commission a custom research study of your customers, your brand awareness, your target market to achieve 'future vision' for your business
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What We Do
Unity Marketing's services focus on providing its clients with keen, actionable consumer insights.
- Speeches and presentations are customized for client's needs. Pam Danziger is an outstanding presenter, able to digest complex consumer data into key ideas that clients can use immediately to transform their marketing and branding programs.
- Customized consumer research, combining both qualitative research methodologies, such as focus groups and one-on-one interviews, with quantitative facts-and-figures surveys, conducted via telephone or internet.
- Luxury tracking studies that monitor real-time changes in purchasing behavior among luxury consumers (top 25 percent of households based on income). Luxury tracking studies also measure brand awareness and usage, product specific purchases and attitudes about purchasing luxuries.
- Semi-custom consumer insight research provides opportunities for research sponsors to get in on the initial research for new consumer insight studies. Research sponsors help define study objectives, provide input and participate in consumer focus groups and provide guidance on development of consumer surveys. Research sponsors can add their brand and key competitors' brands to the surveys for competitive benchmarking.
- Consumer insight studies provide grounding in key aspects of particular market segments and consumer shopping behaviors. These syndicated studies are a cost-effective and immediate solution for companies that need to know more about specific markets.
- Luxury Business newsletter is a bi-monthly report on latest research related to the luxury market. A must-read publication for every company that markets luxury to the 'classes,' as well as the masses.
- Pam Danziger's books provide unique insights into consumer shopping and purchasing behavior. Books can be ordered in bulk at discount rates to provide to staff members, key accounts and other constituencies.
Companies that Have Gotten Smarter
Here are how some of Unity's clients have gotten smarter to beat the competition.
- Nationwide specialty retailer—A specialty retailer with two distinct brands including about 100 mall-based outlets, as well as more focused strip center stores, was challenged by new competition arising from big-box retailers. They needed to find out how to compete against these large retailers that used discount pricing as their competitive edge. Unity conducted focus groups around the country with its client's customers and target customers who had used the competition and followed up with a nationwide consumer survey. The results were action-based recommendations for the client to focus on the more specialty, luxury-side of the market, targeting the more highly passionate consumers who value better service at a good price, not indiffernt service at a discount price. Further recommendations included steps the retailer could take in-store to be perceived as 'experts' in the business.
- American Express Platinum Study—For the 20th anniversary of American Express' Platinum Card, they needed credible, authoritative facts and figures about the luxury market to build a public relations campaign around. With a limited budget and even less time, Unity Marketing conducted focus groups among Platinum card members to learn how they used and valued the luxury services offered by the card. We also designed and implemented a nationwide survey among luxury consumers (incomes $100,000 and above) to learn more about their luxury product and services purchases with a special focus on the experience of luxury. Because of Unity's in-depth understanding of the luxury market, we were able to get up to speed faster and provide a broader scope perspective on how the Platinum Card has influenced and contributed to the growth in the luxury market over the past twenty years.
- Major Bedding Brand —One of the nation's leading bedding brands asked Pam Danziger to prepare a presentation on the luxury bedding market for a national meeting with its shareholders, manufacturing partners and brand constituencies. Using the results of this presentation, plus with copies of Unity reports, the company launched a new luxury line of mattress. Consumer insights were critical to success of product development, marketing and advertising efforts. Consumer insights guided product design; development of marketing brochures for sales and end consumers; point-of-purchase material and in-store displays; sales videos and other sales support materials. Today the company is competing more effectively at the top end of the luxury bedding marketplace with a line of luxurious mattresses that satisfy the demands of the more affluent consumers.
About the president. . .
In 1992 Pam Danziger founded Unity Marketing as a marketing consulting firm serving consumer product businesses, especially those selling luxury and discretionary products, to help them capture more market share and build brand equity by deepening their understanding of the consumer market. Using the tools of market research, Pam discovers why people buy her clients' products and brands, so they can turn why people buy insights into actionable marketing strategies that anticipate the future. What sets Pam's work apart is discovering the why that drives consumer behavior, not just the behaviorally-oriented who, what, when, where, and how much of traditional market research. By studying consumer behavior exclusively, other marketing consultants remain stuck in the past, describing what consumers did, but never what they are going to do. Pam's focus on why people buy provides her clients' with a vision of the future and where the consumer market is going. Her clients gain foresight, so instead of chasing the consumer market, they are out in front anticipating the consumers' needs and desires. By understanding the why that underlies consumer behavior, Pam was immediately and accurately able to project the impacts of the September 11, 2001 tragedy on the consumer psychology of the nation. A nationally recognized expert in consumer marketing and psychology, Pam is the author of the new book, Why People Buy Things They Don't Need (Ithaca, NY: Paramount Market Publishing, 2002). She has appeared on NBC's Today Show, CNBC, CBS News Sunday Morning, Fox News, NPR's Marketplace and is frequently called upon by the Wall Street Journal, New York Times, American Demographics, Forbes, USA Today, Associated Press, Los Angeles Times, Chicago Tribune and other business and consumer publications for commentary and analysis. In addition, Pam is a sought-after speaker at industry trade shows and professional conferences. With a B.A. Degree in English Literature from Pennsylvania State University and a Master of Library Science degree from the University of Maryland, Pam long ago traded in the Dewey Decimal card catalog for computerized databases and has been surveying, analyzing, classifying, and researching information to solve business problems ever since. As a librarian for a major Washington trade association, she created online databases to support legislative issues management and public relations strategy. From there, she joined AT&T, subsequently Bell Communications Research, to support the marketing and business planning departments of the seven "baby bell" holding companies. She then spent six years at the Franklin Mint as director of competitive analysis, gathering marketing information to identify trends in the collectibles market. In 1992 she set out on her own to form Unity Marketing. |  |
