Case Study:

Our Client

Our Client is the Canadian subsidiary of a Fortune 500 operating in 150 countries around the world with more than 13,000 employees globally. Our Client enables businesses and consumers to exchange information in printed and digital form, and strives to deliver intuitive and value-added products that anticipate customers needs and improve the customer experience.

Our Client’s Need

Our Client Lead is the Canadian marketing manager of this multinational technology company. As part of a global strategy, the Client had identified the growth potential of new customers and was seeking growth in new segments. Our Clients wanted to validate the applicability of U.S. buyer behaviour data for the Canadian market, as buying habits differ substantially between the Canadian and U.S. markets. Our Client wanted insight on how Canadian companies of different sizes evaluate and purchase printing products. Without this knowledge, our Client was in danger of making large investments in the wrong message, to the wrong market, with the wrong tools. At stake were millions of dollars in hard and soft costs of advertising campaigns and sales people’s time.

Our Methodology

We provided insight to our Client in the following areas:

• Conducted an internal review with the Client to gain pertinent information on their objectives, current approaches and current customer base.
• Identified target interviewees in companies of various sizes for in-depth interviews. We then contacted these prospects and existing customers to gain accurate and detailed intelligence on their buying behaviour.
• Identified trends impacting the use of our Client’s products and identified potential opportunities and challenges in targeting and selling to certain segments within the Canadian market..
• Made recommendations on lucrative segments and the marketing and sales activities that would be needed to reach them.

What We Delivered to Our Client

Our ability to obtain critical information allowed our Client to clearly understand:

• The differences in purchasing behaviour between personnel from small and large organizations for our Client’s products and the practical implications for sales and marketing.
• Market trends in the workplace that encourage printing and ultimately the use of our Clients products.
• A defined marketing and selling process for small, medium, and large companies together with tactical approaches for implementing each of them.

Mezzanine’s ability to connect with our customers was extremely valuable to our marketing decisions. We are now able to position our products appropriately in the market and realize increased revenues.
Product Manager