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Importance of Market Research for Successful Market Campaign

Go ask any professional Marketer "what's most important before starting a marketing campaign?", they will say Market research.

But why is this soo important?

Let me explain you with an example which I heard in one of my marketing class!!

There was an English energy drink company that wanted to establish their market in Arabic countries & btw this was the time when there was no TV and the only way to market to a large audience was paper pamphlets and billboards.

So they photoshoot the model with 3 pics, 1st in which he is expressing that he is exhausted, then he had that energy drink & at last, he is expressing that he is full of energy. Combining that 3 pics they created pamphlets and billboards.

Though it was very straight to the point marketing campaign, they were having very poor sales.

They had put a lot of money into this campaign, so they decided to look at what has gone wrong.

After doing the research, they found that there was a problem with the sequence of photos. The photos were put from 𝗟𝗲𝗳𝘁 𝘁𝗼 𝗥𝗶𝗴𝗵𝘁 which is a traditional English campaign but in Arab people read from 𝗥𝗶𝗴𝗵𝘁 𝘁𝗼 𝗟𝗲𝗳𝘁, thus for them it was that the person full of energy when drank that drink was feeling exhausted & that's why people were refraining themself to consume the drink.

Interesting isn't it. Everything did right the only fault was in the presentation, leading them to restart from the beginning and forcing them toward costly marketing!!

And all this, because they didn't do the market research before initiating the Campaign!!

What's your view on Market Research before Marketing Campaign??

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