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%.
