Optimising offers and discounts for a premium brand

The Challenge

Our client, a consumer electronics manufacturer was looking to understand how to best approach offers and promotions, with a particular focus on the impact these would have on products and the master brand.

Our Approach

A four-stage process involving Semiotic and Behavioural experts at Bryter. Stage one was a desk research phase to build foundational knowledge.

Stage 2 was a Semiotic analysis of our client and competitor communication to uncover key signs and codes of premiumness that exist within the context of their product space.

A Meta-Analysis was conducted in stage 3 to analyse real click-through behaviour linked to past offers and promotions (this was done for over 140k data points).

Finally, stage 4 was a retail review. This was a critical analysis of how offers and discounts are executed and communicated in-store and in digital spaces.

The Outcome

• Offer awareness figures increased. This was down to new creatives, which were refined improved due to semiotics advice from Bryter
• Insights were included in senior leadership summary report
• Insight team pushing for all offering communications to be pre-tested

Learn more about semiotics

To understand more about how semiotics can be used to support marketing strategy read our article 'semiotics in market research and marketing' , where you can learn how semiotic insights can be utilised for strategic and tactical marketing activities