MidNite Buyer Research & Messaging
Meda Pharmaceuticals wanted to relaunch MidNite –a sleep aid product that was perceived as stale and was declining in sales nationwide.
Their Atlanta marketing team sought a target marketing strategy firm that would help them understand how to adjust their messaging and positioning in a manner that would resonate and activate consumers –particularly women. The team also wanted to use this information to focus digital and on-going communications and advertisement efforts.
In order to understand their target audience’s motivations and triggers for purchase, we conducted buyer research that helped the team understand their buyer’s:
For future reference, we also developed a buyer profile that served as a reference guide to continuously focus their outreach efforts post launch.
The buyer research helped support a product relaunch campaign that: