The Income Specialists

The Issue

The Income Specialists, a division of the Marriott Group, wanted to find out more about their market in order to manage and create appropriate products and market these and the company more effectively.

Our Strategy

CCC advised The Income Specialists to undertake research into their prime audience. Recognising the efficacy of communicating with their target market through publicity, the client was particularly interested in this approach as the research findings would also generate much editorial interest.

Results

As a result of commissioning an independent research house to undertake a representative study of South African retired investors, The Income Specialists changed parts of their strategy to market.

These strategies have paid dividends for The Income Specialists in terms of the interest and investment they have generated for the business. The research has greatly enhanced the credibility of The Income Specialists in the eyes of both the retired investor and financial advisor as a reputable company that understands its market and can provide solutions that meet the very specific financial requirements of the retired investor.

Furthermore, our client has achieved publicity worth five times the value of their investment in the research. This excludes the value the client has derived from every presentation they have given to their target audience as well as the value they have derived from creating appropriate products to meet the needs of the retired investor.