Applications of VALS™
Communications: Channel Planning
VALS™ consultants show you how to craft more effective messaging campaigns. Understanding what motivates consumers illuminates how to speak to them in ways that will initiate action.
Applications:
- Value Proposition
- Brand Personality
- Creative Development
- Channel Planning
- Media Placement
Representative Projects:
- A large pension plan provider to the United States conducted a custom research survey of its participants, incorporating VALS to identify which of its participants it could service electronically. By understanding the motivations of these consumers, the provider was able to revise its Web site and communications to serve its participants' needs better.
- One of the largest U.S. financial institutions used VALS to create rich descriptive profiles of consumers and their needs based on VALS™/MacroMonitor and VALS™/MRI data to increase the efficiency and productivity of the institution's communications programs. The profiles enabled a consistent and shared vision of target consumers across all programs—one point of reference for the institution and its multiple advertising agencies.
- A prestigious international advertising agency used VALS to streamline channel planning and media placement for a national U.S. client. A more in-depth understanding of the client's target consumers through VALS™/MRI data also provided direction when assessing new and alternative media venues and new television programming and magazine titles for inclusion in media buys.
- An electric utility used VALS to increase participation in its energy-conservation program by developing a targeted direct mail campaign. Using VALS™/MRI data, the utility identified two distinctly different VALS segments as key targets. By developing unique strategies for each audience and identifying zip codes with high proportions of each target using GeoVALS™, the utility reported a 25% increase in participation.
