Case Study

Supporting and Growing an Iconic Brand in a Changing Market

Issue:

An iconic family entertainment provider faced with slowly declining attendance sought to understand its current audience and how to support and grow the brand for the 21st Century.

Approach:

Blackstone designed and executed a multifaceted, three-stage project:

  1. Exploratory in-person focus groups with recent attendees (Moms)
  2. Online segmentation survey with 3,000+ attendees and non-attendees in selected DMAs, with Hispanic and African-American booster samples
  3. Baseline CATI Awareness, Attitudes and Usage (AAU) survey with similar sample of over 2,000 respondents

On the foundation of qualitative feedback, Blackstone employed state-of-the-art advanced analytics to develop actionable segmentation, thereby identifying how to move families “up” from non-attendees to super-loyalists. AAU results were overlaid to generate detailed, actionable behavioral and attitudinal insights and practical recommendations.

      Results:

      High client satisfaction and buy-in up through C-level officers due to meaningful segmentation model, clear analysis and actionable recommendations.

      Blackstone’s recommendations are being translated into new advertising strategies and tactics as well as being used as guidelines for designing next-generation shows to meet the needs of today’s families.