The Teaching Company – Great Courses on Tape

Problem:

How to reposition a direct response company in order to grow sales.

Solution:

• More precisely defined the target consumer (demographically and psychologically).
• Leveraged the consumer insight that these consumers placed high value on an educational experience that provoked thought and discussion (non-passive).
• Used key product features to reinforce new positioning: “Teaching that engages the mind.”

Results:

• New positioning increased direct response 40%.