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Bringing customer research to life for Brother

The background story

Brother Europe, the European arm of the Japanese electronics giant employs over 5,000 staff across 26 locations – from UK and France to Russia, Turkey and Romania.

Coordinating marketing activity across so many locations can be a challenge in itself; but ensuring customer research is embraced across all locations is a gigantic task

This is where Brother turned to Fox – to bring B2B customer segmentation research to life, in a way that encourages adoption across all countries – to inform product planning, sales strategy and marketing and communications activity.

What did Fox do?

Our first challenge was to put a face to a segment… or, to be precise, to put 5 names and faces to 5 customer segments.

Actors were selected to play the role of each customer profile – Ash, Marco, Maria, Peter and Lars

A dedicated Brother Europe online research hub was developed to host profile video for each customer type, in addition to interactive workspaces, helping to convey the needs, behaviour, attitudes and firmographics for each segment – as well as matching the optimum Brother solutions to each customer type

The campaign was rolled out across all European locations – through internal installations, email campaigns, workshops and dedicated literature

What happened?

The customer segments have been widely adopted across Brother Europe, and have been a fundamental aspect of strategy and planning for new flagship products and solutions due for launch in 2016…

Further customer research is planned on a global level, with the campaign communications due to be updated and expanded to incorporate new research outputs and customer insights.

Martin Gallagher, Marketing Officer – Customer Insight at Brother Europe;

“Our objective was to ensure that the research stood out enough for teams to really take notice.   We know that when teams thoroughly understand research findings, they will take the appropriate action.  Fox has risen to this challenging brief by bringing the research to life and creating some inspiring communications which all the team can relate to.”

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